In the fast-paced world of technology, it’s easy to get caught up in the excitement of product launches and funding announcements. But what about the story behind the products and the people who make them? In this episode of High Tech on the Low, Omri Hurwitz, founder of Omri Hurwitz Media, discusses how companies can benefit from investing in their content and public image. He also explains to us how his firm is pushing a PR strategy that goes beyond just funding news and relies on data insights, changing the way companies and journalists relate to each other and publishing worthy tech news.
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Don’t Discount Media
Omri sees companies often undervaluing the importance of media as a means of promoting their company’s brand and image. Companies need to recognize the importance of media coverage in building their public image and establishing credibility. “A lot of founders do not understand how important PR is, they want to build their products, and want the products to follow product led growth,” a difficult strategy focused on having the product speak for itself.
Therefore, companies should invest in building relationships with the media and actively seek out media coverage while pushing their own content. Many tech companies overlook the value of investing in their content and public image, but doing so can make a big difference in their success. As Omri puts it, “it’s part of critical growth hacking tactics” that every founder is looking for and by becoming their own media company, companies can control their narrative and build brand awareness.
Focusing on The Meat of the Solution
Tech news has a tendency to be focused on, well, money. “The overwhelming amount of tech news is basically all the financial aspects in tech: VCs, selling, funding, valuations, and that’s basically it,” Omri adds. It is not enough to focus solely on funding news, companies need to focus also on publishing stories that focus on the core value proposition of a company’s product or service. In this way, they will drive interest in their solutions as they clearly communicate and highlight what makes them unique and valuable.
“So I came in as a modern PR agency that is data driven and provides reporters with incentives and values and provides the companies actual media coverage that focuses ontheir actual products and USP,” and while they still focus on funding announcements, it is not the core of the press. Getting too caught up in the hype surrounding funding rounds and other metrics can make companies, and in turn target audiences, lose sight of the core value these companies bring to the market. In a sense, companies need to understand that with tech PR now comes an element of marketing and developing a clear and compelling narrative around a company’s product or service can be the basis for their messaging and content strategy.
The Future of Tech News
Innovation in tech is only natural, so why should journalism be immune? Companies that stay ahead of the curve and focus on media as not only an exposure opportunity but marketing opportunity are likely to be major benefactors of a new wave in tech journalism fueled by authentic stories, incentivized publishing structures, and data. As Omri even suggests, companies should also no longer look at traditional outlet as the only way to get exposure, as companies should look beyond these outlets to reach a wider audience.
He speaks from experience having recently launched a new publication, House of Ventures. Omri says he built the publication to meet a need for tech journalists looking to capitalize on their writing while exposing readers to a new genre tech writers. As journalists adapt, so should the companies who intend to have these journalists write about their solutions. One way to start is by analyzing data on their audience and the performance of their content. Thereby, companies can refine their strategies and leverage media coverage opportunities so that it resonate with their target audience and for real profit.
