How to Make a High-Tech Topic Go Mainstream


As all PR professionals know, it’s becoming harder and harder to get the attention of reporters in a pitch. Compound that with being tasked to excite consumer and mainstream media about a very technical product, and you have quite the job ahead of you. Recently, our Toshiba America Medical Systems communications team took this challenge head on. With proven success in pitching our story to trade media, we set out to educate a new set of reporters at outlets like women’s books and parenting magazines about our diagnostic imaging systems. With careful planning and a strategic message, we were successful in not only scheduling interviews but also in scheduling desk-side briefings with some of the most prestigious media outlets in New York City.

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