On the most general level, public relations is a subset of marketing that specializes in media relations – working with editors who write about technology products, trends, and issues. In the high tech industry, the mission of PR is to educate and communicate. A company can have the best technology on the marketplace, but if the organization cannot effectively communicate that value to the target audience, it doesn't matter how good the technology is. Products and/or services must be clearly and easily understood, to sell in the numbers needed to gain significant market share. And, most important to understand, in this instance, regardless of who you want the end user to be, the audience targeted with PR is the editors and the analysts. They are the industry influencers that need to be persuaded, because if they don't "get" the technology and value proposition, they won't write about it. While any company with the money can pay for advertising, a positive story on the benefits of a particular technology or an outstanding review lends a third party credibility that the best ad can't buy. LComm makes sure that the company spokespeople interacts effectively with the press, and that the message being delivered is believable and compelling. We also work with editors to make sure they understand our client's key messages, and that they have access to any people, information, artwork and materials they need to publish their stories. This is how we ensure that articles written about our client's technology reflect the real-world benefits of that technology in a way that real end users, the purchase decision makers, will care about. And, bottom line, that's the goal of PR. For interesting and informative articles about PR, click here.