The world of social media has given PR a slew of new means for sharing their content. From a high-level, seeding news via digital means can often be similar to that of sharing news releases through traditional media such as newspaper and magazines, but the one differentiating factor that should never be forgotten in the world of digital is timing.
Mainstream news outlets use the web heavily to supplement (or in some cases, overshadow) their broadcast or print counterparts, but the fact remains, tech writers were there long before the masses showed up. Tech journalists (and the technologies they bring into the spotlight) maintain an enormous advantage when it comes to share of voice online. And tech news isn't just fighting general news for marketshare, it heavily influences what news outlets are now choosing for their top stories. Just look at Apple and the pending announcement of their new tablet computer. This isn't just a trending topic on Twitter, it's also mentioned as a top story on CNN, USA Today, and elevator screens across the country.
The implication? When possible, it is extremely important to time your PR efforts carefully so you are not competing for attention from the likes of Google, Microsoft, and Apple.
Obviously breaking news about the latest gadgets or operating system cannot always be predicted. These companies tend to be quite secretive about such matters. But that being said, there is still a great deal of predictions that can be made and implemented into an editorial calendar meant for brands you represent. Apple often schedules its conferences and Google is beginning to do so as well to build anticipation for their upcoming products. They don't reveal the topic of discussion, but you will know when something big is coming. Additionally, conferences like the Consumer Electronics Show, E3, or SXSW are all scheduled far in advance. These events make web conversations soar, and they absolutely steal the spotlight from other categories of news in social media and mainstream blogs.
Do not plan your PR efforts in a vacuum.
Obviously not all campaigns can be shifted over a week or two, but when it is possible to have some flexibility with launch dates make sure you're planning for maximum share of voice. Here are a tactics to help maximize your story vs. being crowded out by the tech crowd:
- Create an evolving calendar which maps out known future conferences, announcements, etc. Keep launch dates away from those events.
- Watch for spikes in tech news using free/paid monitoring tools. If you see something that might develop into a big story in a week or two, try to see if you can shift your launch to sooner or later.
- Watch who you pitch based on current news. If the brand you represent is also going after tech bloggers or mainstream blogs that also cover tech news, you are much more likely to be ignored.
- If possible try to latch onto pending tech news. This will only work with a certain type of product, but if your product/brand can ride the way of upcoming tech news, help it do so (but don't get  yourself sued).
- Select your channels carefully. Even traditional vehicles like newspapers are gobble up tech news these days, but if you do see a looming tech story on horizon, examine what places you might be able to have conversations that will be least likely to carry chatter about the latest nifty gadget from Cupertino.
