Technology
Strategic communications for the technology sector has been a wild ride over the past decade, and RF|Binder has been at the forefront of this always fast-moving and dynamic discipline. Technology-driven companies, perhaps more than other industries, rely on public relations as an important component of their marketing mix. It is critical, therefore, that communications objectives and strategies seamlessly integrate with overall business goals and marketing initiatives.
RF|Binder Partners was one of the first agencies to bring a deep understanding of business and financial communications to technology public relations programs -- programs that typically had only focused on the technology story. Often, these technology-driven stories resulted in trade coverage and industry analyst attention, but did not resonate with the business press.
Through the ‘90s and beyond, we have worked closely with leading technology companies, helping them to translate their “feature/function” product messages in a way that resonates with the business media and the investment community and in a number of cases even the consumer media, in addition to the technology press and industry analysts. We understand the sales cycle in the high technology world and how to influence that cycle with strategic, carefully targeted programs that reach decision makers. Moreover, through our work in many of the vertical industries targeted by technology clients, we understand customer and consumer behavior. It’s this combination, often not achieved by technology-focused public relations firms, that differentiates our technology practice.
Our tech clients have run the gamut—from the world’s leading multi-nationals to emerging venture-backed start-ups. But no matter the size of the company, RF|Binder works closely with our technology clients to develop customized programs to position them effectively and aggressively, while building brand equity and increased sales.