TekTel Announces Newsletter of Fall High Public Relations Initiatives

TekTel is a Leading High Tech Public Relations Consultancy

Basking Ridge, NJ -- October 28, 1994 -- TekTel announced today the
availability of a fall newsletter describing what's working in high tech
PR right now. High tech companies have unique needs and strategies for
publicity. Most activities revolve around generating leads and increasing
sales. Also important are investor relations, enhancing visibility and
credibility and for some larger organizations government relations and
community relations can be given a lot of attention.

What Has Worked Recently

Newsletters

Most companies are having a lot of success with company generated
newsletters.

Most are spending the Fall and Winter gathering information and generating
articles for the three or four issues that will come out in the next
several months.

Most of the success in newsletters was through promoting products and
services in a low key fashion while providing useful information to
customers. The most effective articles were user stories and case
histories. Some companies are co-sponsoring the cost of the newsletters
with business partners.

Other companies felt a need to tell customers how they were handling recent
growth and to announce some additional organizational changes. Many
announced new contracts.

While most clients are continuing with the low overhead black and white or
two color format as opposed to the four color glossy look. This look seems
to continue to offer the most impact per dollar while seeming less sales
oriented. However, as business conditions improve, a few companies are
upgrading.

Placed Articles in Trade Publications

During the Summer and early Fall, many companies opted to place case
histories directly in trade magazines. These produced a lot of leads and
generated a lot of credibility for the profiled customers and the vendors.
Fall and Winter are a good time to start to generate case histories for
the heavily read Winter and Spring issues.

Building Relationships with Key Business Editors

Business editors get bombarded with pitches to cover companies. Chipmaking,
NT software and networking executives were the most coveted interviews for
business writers these past few months.

Now is a good time to start building relationships with these writers
because they want to know the scoop on what's going to happen next year.
It generally takes six months to a year to produce a good business story
in the top publications. In fact, many of the good stories that came out
this Summer were actually started last Winter.

What Most Companies are Planning

Preparing a press release schedule for the fourth and first quarters

Most companies are spending November and December preparing for product
announcements in the Winter. They are getting together information and
background for press releases and press kits while meeting with
influential third parties to help support product introductions. Some are
even setting up their press tour appointments and getting on editor's
appointment calendars for the Winter.

Trade Show Support

Winter and Spring are the big trade show periods. Most communications
managers in companies that exhibit at trade shows are starting to set up
editorial meetings, deciding which products will get the most attention,
and preparing articles for the show dailies.

One interesting wrinkle to trade show media strategies is to meet for a
longer period with fewer, more influential editors, than to meet with many
editors lumping new product announcements into a single trade show wrap-up
article.

Tutorials

Tutorials are articles by-lined by company executives but usually written
by a professional writer. They are submitted to magazines to promote a
particular point of view. These are becoming more popular as the computer
industry once again prepares for more changes including adapting to new
strategies recently announced by Microsoft, Motorola, Novell and IBM.
Tutorials lend credibility and authority to a company's public persona but
do little to immediately enhance sales. They are only for organizations
with the most sophisticated understanding of PR.

Government Relations

Because it's a mid-term election year and Congress had a delayed recess,
government affairs specialists have continued to be busy. Anything that
can be tied to local and community events has proven to be real press
getter.

For more information call:

Larry Gordon at TekTel
908-647-4589

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