Generic pitches and cold calling are out. Authenticity and relationship-building are in.
In the modern age of media relations, where interactions are largely digital, it can be challenging to open the door for authentic connections and narratives that resonate with your audience.
As technology advances, human-to-human interactions are strained. Here is where good brand awareness comes into play, by communicating a genuine, considered narrative, marketing professionals can majorly uplift their organisations’ presence and credibility.
In the Asia-Pacific (APAC) tech landscape, establishing genuine media relationships has never been more important for vendors aiming to grow their influence and reach.
At the 2024 TechLeaders Forum in New South Wales’ Hunter Valley region, AZK Media’s Managing Director Azadeh Williams interviewed award-winning journalists and leading tech vendors about the importance of building strong media relationships.
Grab a coffee and let’s jump into why fostering good media connections is essential for tech vendors in the APAC region!
A simple press release is not enough today
Phil Sim, CEO of Influencing/MediaConnect Group, argues that relying solely on press releases is a recipe for plateauing. Today’s journalists are searching for deeper narratives that resonate with their audiences. Building personal relationships with the media allows vendors to engage in meaningful discussions about their stories, leading to richer, more compelling coverage. It’s not just about getting a mention; it’s about crafting narratives that highlight innovation and relevance.
Trusted relationships with media ease challenges
Foad Fadaghi, Managing Director and Principal Analyst at Telsyte, highlights the tumultuous nature of managing public relations. It’s about more than metrics or visibility; it’s having a mutual understanding and a sense of collaboration. When difficulties arise, a trusted relationship can make all the difference in maintaining a positive narrative and ensuring effective communication.
Collaborating with journalists create an authentic narrative
Justin Stolarski, Senior Corporate Affairs Manager, B2B at Optus underscores the media’s role as a conduit for technology stories that impact everyday consumers. Tech vendors must work collaboratively with journalists to ensure that these stories are told accurately and effectively. This collaboration not only informs consumers but also shapes public perception of technology’s role in society, which can ultimately drive business growth.
Localising global strategies for market success
Mark Fioretto, Area Vice President and Managing Director for AU/NZ at NetApp, stresses the significance of aligning global strategies with local markets. For US companies operating in Australia, communicating directly with local media outlets places the tech brand in good stead for future media coverage. By building a rapport with journalists, there lies an opportunity to showcase local successes and how technologies are being applied beneficially within the region. It’s this localised narrative that essentially helps to build credibility and trust with both the media and the audience.
The power of the media remains a vital ally for tech vendors aiming to thrive in a saturated region such as APAC. Cultivating good media relationships is not just strategic–it’s common sense, fostering a deeper understanding of the people you engage with and who are projecting your brand’s achievements to the world.
As the tech ecosystem continues to evolve, those who invest in strong media connections will be better equipped to lead the conversation and drive innovation forward.
Authored by Jessica Phillips (Poulter), Senior Social Media and Communications Specialist at AZK Media.
Comments