PR Campaign Drives Commercial Adoption for Breakthrough Wireless Technology; Initial Focus on Industry Analysts Gives Rise to Media Interest

When there isn’t a customer success story to share, is it possible to sustain media interest in a company or product? Absolutely! Often times, particularly with new technologies, the lag period between development, beta testing and customer trials requires an alternative creative approach to build brand awareness and secure media interest. Sustaining that interest - in some cases even over the period of several years - requires a strategic, comprehensive public relations outreach program to effectively communicate brand messages and keep the company top-of-mind for reporters and industry influencers.

Spearheading an innovative new “4G” wireless technology based on an access method that improves upon the attributes of its predecessors, a New Jersey-based mobile broadband communications company needed to raise venture capital to bring their new technology to market. To get investors interested in the technology – as well as to garner the attention of wireless carriers - the company needed an aggressive “out of the box” program that would help deliver brand messages and raise awareness of the company and their new technology.

The technology itself is highly complex and although internal scientists easily understood its intricacies, communicating its attributes and value to the wireless industry would prove challenging. Without a sales team or vast internal marketing support, the company recognized the need to partner with an external public relations provider to educate the industry on the next wave of wireless communications developed by the organization, as well as other company accomplishments.

Criteria for choosing a partner required a group that would be able to comprehend the particulars of a totally new technology offering, possess a considerable understanding of the industry and be able to implement a creative program that would sustain media interest over several years until the technology was adopted for mass implementation.