An interview with Pam Alexander
High-tech PR is one of the fastest growing communication genres. In this conversation with Pam Alexander, founder of Alexander Communications, PR NEWS delves into issues that impact PR in the technology venue. Alexander Communications, which has more than $12 million in annual billings, was named "1997 Public Relations Agency of the Year" by Marketing Computers. Most recently, it was chosen as one of Upside Magazine's "Elite 100."
PRN: Most PR agencies get ink through their affiliations with clients but you've gotten publicity based on the merit and makeup of your firm, not necessarily who you represent. Is that part of what clinches press coverage in the competitive technology corridor?
Alexander: We've always approached PR as a partnership. We know it adds to our credibility to represent firms like Hewlett- Packard, Nortel, Arthur Andersen and Merrill Lynch. We also play a part in that reputation mix.When your client is a service provider, you have to foster partnerships and your agency has to become part of the family. We have people who have offices at HP and spend half of their week there. That's part of what sustains the relationship.
PRN: Yes, but you're talking about clients - not your company. Does your reputation, the ink you've earned, give clients entree in an arena when it's anyone's guess who might be the new darling?
Alexander: Much of the recognition and publicity we've earned is based on our strategy of representing key media players and industry conferences like The Red Herring's Venture Conferences, TED (Technology Entertainment and Design), Spotlight (focuses on interactive media) and Telecosm (a conference co-sponsored by Forbes that focusing on issues such as the future of the Internet). It's also come from our commitment to pro-bono work: it's been a cornerstone from the beginning.
In Atlanta [where the agency was founded], we devoted time to the Southeastern Software Association, the Georgia Governor's Council on Science and Technology and the Georgia Business and Technology Alliance, to name a few. We've served on boards and headed volunteer PR for them as well as reached out to find speakers.
During any given year, we have at least three pro-bono accounts and they help those on our staff develop relationships and broaden opportunities to network and apply what they're doing on behalf of clients.
PRN: It's always struck me that the technology industry, like the telecommunications industry is based on those who can grab the limelight. I have visions of Bill Gates, Scott McNealy, Marc Andreessen and Steve Jobs all rallying for attention and it's led me to believe that PR in this venue has to reflect that kind of roller-coaster tenor, too. What's your impression of that?
Alexander: In the 10 years we've been in business, we've seen the "consumerization" of technology firsthand. We understand why it's become easier for people to understand technology and related issues when there's a human face representing the brand. The rise of industry players has been something the media has fostered. It's a natural evolution to personify technology and technology brands. In the Internet age, an unprecedented opportunity exists for emerging companies to build brands quickly and the CEO as communicator is more critical than ever.
I wouldn't say that's made this kind of PR topsy-turvy; rather, it's exciting. This industry is changing so rapidly that business models are being redefined continuously and so are the people who are charged with leading them. Also, product life cycles have decreased so rapidly, it's resulted in a quicker pace and more volume. It's amazing when you consider that 40 percent of the Gross National Product comes from the technology sector. Everyone in technology, whether they're in Silicon Valley or not, has that Silicon Valley state of mind - that entrepreneurial zest. And that's reflected in every form of communication, whether it's advertising or PR. The role of PR today is no longer one of an intermediary - it's one of a strategic player.
PRN: You recently hired Jon Zilber, who was an editor-in-chief with PC/Computing, The Net and Corporate Computing, as your VP and editorial director. How important was it for you to bring a journalist into the ranks of your company?
Alexander: I would certainly consider it a coup if another firm hired him. Having someone like Jon, who has the experience on the management side and can provide strategic counsel, is a serious advantage.
Just as he did at the publications where he worked, Jon will manage editorial processes, encourage dialogue about what's happening in the industry and manage writers. He'll provide a reality check for helping us determine what the best stories are. If you don't have that strong editorial perspective, it's hard to keep focused on what the messaging should be.
PRN: What's inherently unique about high-tech PR - for example, those who specialize in public affairs have to be familiar with the art of lobbying and those in healthcare have to know the ins and outs of drug efficacy. What's your greatest challenge?
Alexander: It's keeping up with what's happening. This sector is growing so fast that your ability to process and synthesize information can have great implications for clients. That's why you're finding more firms that specialize. Our expertise is in information appliances, interactive media, Internet technologies and telecommunications. (415/923-1660)