# Positive

> Experts in brand strategy, tech PR and marketing

> Admin Email: teamengine@positivemarketing.com


## Posts
### AI and user behaviour: how is it changing interactions online?
AI is changing the way all of us interact online, and it’s happening faster than you might think. From the videos we watch to the chats we have and the shopping recommendations we take,  AI is quietly shaping our digital lives in some interesting ways.
 
First up, let’s talk about recommendation systems. Ever noticed how YouTube or Netflix seems to know exactly what you want to watch next? That’s machine learning AI at work, analysing your behaviour and producing content tailored just for you. It keeps us hooked but also nudges us into virtual spaces where we see more of the same kind of content. But this is just one of the many ways AI is influencing user behaviour.
 
Chatbots and virtual assistants: the good, the bad, and the frustrating
Then there are chatbots and then there are agentic virtual assistants. Need help with your online shopping or customer service? AI-powered bots are usually the first to respond. They’re getting smarter, offering quick, personalised replies that make interactions smoother and faster. While it’s great to get instant help, sometimes it feels like talking to a robot (well, you are), and when they are not quite understanding your inquiry, it's frustrating.
 
Spotify’s AI DJ is taking music personalisation to the next level. This feature acts as your own virtual DJ, curating a lineup of tracks tailored specifically to your tastes and even offering commentary in a realistic AI voice. The DJ is a great example of how AI is making online experiences more personal and engaging. It’s not just about shuffling songs anymore; listeners can have a private virtual DJ who knows your music taste inside out.
 
When AI chatbots go rogue: the need for safeguards
AI chatbots can also backfire, as seen with Microsoft’s Tay back in 2016. Tay was designed to engage with people on Twitter and learn from those interactions. But within just 24 hours, internet trolls taught Tay to mimic offensive language and spread inappropriate messages, and Microsoft took Tay offline almost immediately. And the recent example of Musk’s Grok AI, which parallels this disaster. So when will AI learn?
 
AI is undoubtedly a two way street; while AI chatbots can be fun and helpful, they also need strong safeguards to prevent them from picking up and repeating the worst parts of online behaviour. Benefits include monitoring  online behaviour and damaging content, protecting younger generations from the darker sides of the web. However, these systems must be carefully designed with the right Large Language Models (LLMs) configurations and safety protocols to ensure they don’t inadvertently learn or reproduce malicious activity.
 
The future: more AI and less human touch
So how is all this changing us? Our attention spans are shortening, and AI-driven notifications and suggestions constantly nudge us to stay online longer. People are becoming lazy, with Google’s Gemini writing emails for you, and WhatsApp now calling Meta AI to summarise your personal chats. AI is making everyone's lives easier.
 
Of course there is less of a human touch in our digital conversations, but looking ahead, AI will only get more immersive and intuitive. Think smarter virtual assistants, AI-generated content, and even more robotic yet personalised online worlds. The key will be balancing innovation with ethics, making sure AI helps us connect better, without taking away our control.

### The best AI visibility tools for brands in 2026: Who's leading the new era of AI visibility
Search is rapidly changing, consumers are moving away from traditional search engines in favour of generative AI search tools. As ChatGPT, Perplexity, and Google Gemini shape how consumers discover brands, marketers are learning that traditional SEO alone isn’t enough.
The new frontier of search visibility is AIO - AI Optimisation: the practice of ensuring your brand appears in AI generated answers. 
Here’s Positive’s rundown of the best AIO tools shaping retail and E-commerce visibility in 2025, and the ones to watch for 2026.
 
Azoma - The best and most comprehensive AIO platform for brand and E-commerce optimisation
Azoma is redefining AIO by focusing on product-level visibility. The dual patent holders offer comprehensive insights into brand performance, delivering actionable insights that transform AI visibility strategy into a data-driven process.
Headed up by a former Amazon founder, Azoma is trusted by some of the biggest brands in the world to deliver AI brand monitoring and AI product content optimisation with one click publishing.
Tailored specifically for retail complexity, Azoma is the only E-commerce focused AIO tool offering end-to-end workflow solutions for consumer brands and retailers to optimise visibility across multiple AI models. Azoma’s dashboard includes Amazon Rufus, an increasingly critical touchpoint for online commerce.
 
Profound
Profound supports enterprise content and digital teams looking to future-proof assets for generative search and AI assistants. Its platform analyses how brand content is interpreted by AI systems, using AIO-focused insights to help teams structure and optimise information for machine readability. 
For organisations managing large product catalogues or complex content libraries, Profound provides governance, consistency, and clear workflows that bridge traditional SEO processes with emerging AIO requirements - giving teams a scalable foundation for long-term AI visibility.
 
AIVisibility
AIVisibility also offers a cross-model dashboard, designed for agencies and enterprise teams who need visibility into how prompts, content, and entities perform across different AI models. Its analytics tracks answer frequency and confidence levels, giving teams a clearer understanding of why models recommend certain brands.
The platform also includes automated optimisation suggestions, and team-centric reporting features - making it a strong choice for organisations working across international markets.
 
Seeders
Seeders offers AI benchmarking audits that measure how “AI-ready” websites are. It evaluates technical architecture and information hierarchy, which are key factors for how easily AI can interact with and recommend a brand.
Seeders is particularly valuable for teams early in the stages of AIO understanding, identifying foundational issues that may be limiting LLM visibility. 
 
Footprint Digital
Footprint Digital helps organisations evolve their SEO strategies into AIO-led ones. Their approach focuses on translating keyword-based content into formats more aligned with how AI models process information, including word-level relationships, structured data, and conversational context.
This makes Footprint Digital a good fit for growing organisations that need support modernising their content frameworks without overhauling everything at once. They also offer training and consulting programmes aimed at helping in-house teams build long-term AIO capability.
 
Envigo
Envigo brings experience across markets, offering a mix of voice search optimisation, and conversational content guidance. Rather than specialising in a single AI model, Envigo helps brands improve overall AI discoverability, which is useful for businesses operating across multiple regions or platforms.
Their approach balances technical improvements with content strategy, ensuring brands are better represented in natural-language queries, voice interactions, and multi-channel generative search results.
 
Final Thoughts
The AIO industry is growing, and fast. Options are everywhere, but specialisation matters. Azoma’s retail and E-commerce first approach gives brands the tangible edge of an end-to-end solution, offering product-level optimisation, real-time data integration, and measurable impact on conversion.
Other AIO tools may tell you where your brand appears in AI results, but Azoma ensures your products are the ones AI recommends.

### The high-risk reality of cloud infrastructure providers
When Amazon Web Services, aka AWS and Microsoft Azure - the twin pillars of global cloud computing - faltered within a week of each other recently, the internet itself seemed to blink. From smart mattresses to social media chat,  banking apps to business critical tools, millions of people were suddenly reminded that “the Cloud” really is just ‘someone else’s computer’. And that computer can stop working when you need it most. 
 
For all its strengths, the cloud is after all just infrastructure - and a surprisingly centralised infrastructure at that. When it goes down, so does much of modern life.
 
What brought down the cloud?
On 20 October 2025, 6:49 AM (UTC), AWS’s US-East-1 region suffered a cascading failure that spread worldwide in minutes. It began with a bug in its DNS management system for DynamoDB - a technically “small” fault that triggered a massive outage across dependent services. Apps like Snapchat, Venmo, Alexa, Signal and Ring went offline; even enterprise platforms such as Slack and Salesforce saw disruption. Hours later, AWS engineers restored service, but the ripple effects lasted days for some users.
 
Barely a week later, Microsoft Azure faced its own crisis. A configuration change in Azure Front Door - Microsoft’s global application delivery network - caused widespread issues with Office 365, Teams, Xbox Live, and Azure-hosted applications. Microsoft quickly rolled back the update, but the episodes’ proximity to each other underscored just how fragile even the world’s largest platforms can be.
 
When Convenience Becomes Dependence
These outages were wake up calls. For most people, they were the moment the internet’s invisible plumbing became very, very visible. The services we use to shop, chat, work, and even control our homes all rely on a handful of hyperscalers - AWS, Azure, and Google Cloud chief among them.
 
The usual argument is that hyperscalers are the efficient way to host things, but they’re also dangerous - with a single point of failure now carrying global consequences. Yes, AWS and Azure have immense market share and unparalleled technical sophistication, but that concentration of power is exactly why the world feels it so keenly when they stumble.
 
When your marketing team can’t access Canva, it’s a headache. When a hospital, airport, or even a national defence system is brought down by the same outage, it’s a crisis. 
 
The Case for Decentralisation
These events reinforce a principle that technologists have long championed: the need for decentralised systems. During the outages, for example, Signal Messenger, which relies on AWS, went dark. In contrast, Element Messenger, built on a federated, self-hosted model, stayed online. Its users - from journalists to governments - could continue communicating securely and uninterrupted. Decentralisation worked exactly as designed: resilience through independence.
 
For businesses, this lesson applies far beyond cloud infrastructure. Building in redundancy, spreading risk across providers, and exploring distributed technologies are operational strategies which are about to receive a whole lot more attention. It's the same philosophy that advises having your wifi and phone SIM from different providers. Safety through redundancy. Any expert providers of on-premise services will be rubbing their hands with glee.
 
Small Is Resilient — In Technology and PR
Beyond the tech sphere the same logic applies to how companies communicate. Just as smaller, federated networks weather storms better than monolithic systems, smaller, specialist PR agencies can navigate disruption better than conglomerates weighed down by bureaucracy and uniformity.
 
At Positive, we believe smaller is safer, stronger and smarter. We’re not dependent on a single monolithic way of doing things. We adapt, we move fast, have back-up options to our back-up options, and give our clients something the big players can’t: resilience, focus, and personal attention. In technology or in communications, decentralisation is a philosophy that makes the difference between staying on or doing dark.
 
What to do when the lights go out
Cloud computing will remain the backbone of digital life, but as these outages proved, it’s not infallible. The future will belong to those who can blend the scale of global infrastructure with the flexibility of decentralised design, and in the short term, we’re bound to see a spike in sales of failover tech, and for cloud providers who can offer multi-cloud offerings to provide just that. Whether in code, communication, or collaboration, diversity of operations isn’t just healthy. It’s survival.

### AI at your service: muse or machine?
Delegation. Not the “who’s booking the meeting room?” kind, the new kind. The one that involves ChatGPT, Gemini, Claude, and half your content calendar quietly being written by a robot while you sip your morning flat white. 
Don’t get me wrong: AI is brilliant. It’s the intern who never sleeps, never complains, and can draft an 800-word blog before you’ve finished scrolling through the news. But there is an underlying uncomfortability, a lot, if not all, of what’s being pumped out right now isn’t creative genius. It’s just... fluff.
And in B2B marketing and PR, fluff is the enemy.
 
AI is supposed to assist, not replace imagination
There’s a world of difference between using AI to spark an idea and using it to spit out content. When you ask a tool to “write me a blog on digital transformation trends,” what you get is something perfectly average, technically correct, grammatically neat, and completely forgettable.
It’s like commissioning a painting and getting a colouring book instead.
The magic happens when you use AI as a creative jumpstart, a way to riff on ideas, pressure-test a headline, or pull out patterns you hadn’t spotted yet. But if you’re just hitting “generate” and pasting the results into your CMS, you’re not delegating; you’re disengaging.
 
You can’t automate originality
The best ideas don’t come from prompts; they come from people. They come from awkward brainstorms, weird conversations, coffee-fuelled rants, and those moments of “wait, what if we did it this way instead?”
AI doesn’t get context. It doesn’t know your clients, your tone, or the weird industry politics behind why one phrase works and another doesn’t. It’s a tool, not a voice, not a viewpoint, and definitely not a strategist.
So by all means, delegate the heavy lifting. Let AI draft the structure, do the research, or clean up your copy. But the spark? That’s still your job.
 
Fluff doesn’t build brands
Look, every company has an “AI content strategy,” what stands out isn’t who can publish the most, it’s who can publish the best.
If your thought leadership sounds like everyone else’s, you’ve lost before you’ve even hit “post.” Real thought leadership means taking a stance, showing a bit of personality, and occasionally saying something that might make a few people disagree with you.
AI isn't brave. It is balanced, safe, and slightly dull. Which is great if you’re writing a textbook, not so great if you’re trying to earn trust, leads or column inches.
 
AI isn’t stealing creativity, we’re just not using it creatively
There’s a huge difference between “AI-generated” and “AI-inspired.” One makes noise; the other makes an impact. The trick is to use these tools like a creative partner, not a content vending machine.
Ask better questions. Add your voice. Edit ruthlessly. Let AI handle the admin so you can focus on the part that still matters, ideas with the edge.
Honestly: your audience doesn’t need another “Top 10 Ways AI Is Changing Everything” post. They need to hear something you actually believe.
Delegation isn’t about offloading the work, it’s about trusting the right tool (or person, but not in a derogatory way) with the right task. AI can help you create faster, but it can’t make you care more. And the minute we start outsourcing our curiosity, our opinions, and our weird little creative quirks…we might as well let the robots take over the awards entries too.

### How to earn AIO credibility
The big wake-up call for many B2B Tech marketers comes when they first audit their brand visibility in LLM Overviews, grasping the seismic shift in consumer behaviour following the rise of AI platforms.
The answers returned to their prompts surprise even the most experienced marketer, more so after years of spending time and budget on SEO. Their first time doing so will likely return a mix of channels they expect to see, some they don't, and some they've neglected entirely, or we're completely unaware of.
The shock of the new norm
Unsurprisingly, a company's owned website pages are the most likely to contribute to AI responses when a marketer asks an LLM questions about their brand. However, the exact pages referenced may differ from those predicted by Google Analytics, SemRush, and others. The reason is simple: AI determines a page's authority using a different algorithm than its predecessors, often leading to surprising results when querying an LLM about your company.
This change in consumer behaviour isn’t a temporary 'honeymoon period' with LLMs; our customers' searching habits have permanently changed. They're now using tools like ChatGPT, Gemini, and Perplexity for answers, and, naturally, the answers they're receiving are changing as well.
Don’t neglect the back-end
SEO is only a portion of what is needed to tell LLMs and AI Overviews about your offerings. These new channels speak their own language, so keywords & meta tags alone won’t cut it. 
You will likely need to overhaul aspects of your website’s backend, from its Robot.txt and LLM.txt protocols to implementing schema markups if you want to show up where your customers now spend their time looking for answers. 
Don't worry. Positive's done the hard yards and we’ll be releasing a cheat sheet in the coming weeks that addresses the basics, so stay tuned.
The ultimate AIO goal is to build credibility, source by source and over time to ‘flush out’ less favourable content, replaced with content which is on-message, current and paints your solutions in the correct light, all whilst ensuring that it’s peaking AI’s language. This involves a mix of experimentation over time with myriad prompts and discipline to focus only on those activities which ‘move the needle’.
 
As with all new processes, it can be really helpful to bring in external expertise such as the AIO Services of Positive; get in touch with us today if you'd like to find out more.

### The impact AIO is having on you and your customers
A little over a year on from the global release of Google’s AI overviews, we are just beginning to see the impact Large Language Models (LLMs) and integrated AI is having on our personal lives, our businesses and the online landscape we’ve become so accustomed to.
Whilst students used AI to write last minute essays and the rest of us argued about the moral implications of this new digital age, Google and Meta and others were putting their own transformative models to good use. AI-assisted search engines have now been fully realised, and the impact they have had on SEO and how your customers find you is clear. AIO is the only way to stay relevant in the ‘Google Zero’ era.
AIO and its impact on you and your customers
Artificial Intelligence Optimisation, AIO, is the natural evolution of the online landscape. It’s what is to blame for the drop in organic traffic your website has suffered over the past few months. It’s the new rulebook for how websites need to be optimised to become a trusted source in the eyes of AI assisted search and LLMs, and it’s what will separate you from your closest competition if you capitalise on it sooner rather than later.
This might sound like fearmongering, until you realise roughly 60% of your customers' searches now yield no clicks at all. Even giants like Hubspot had their online traffic decline by 75% in 2024, right around the time that AI overviews were launched.
The truth is the years you spent optimising your website, its content and every bit of media you’ve released were done so to cater towards an obsolete online landscape. One that has been entirely re-engineered, and one that demands that your online footprint follows suit or falls behind.
The team of credibility experts at Positive are going to be sharing some of how you do that in the coming weeks for free so you can start to understand the new rules of the game, but for now, our doors are open, and if you’re really interested in getting ahead, get in touch with us today.

### Behind the screens: what are Big Tech’s real efforts to keep kids safe online?
The internet has become a central part of children's lives. It is where they learn, play and connect with friends, offering incredible opportunities for growth and creativity. Yet with these opportunities come very real risks. While the internet might offer children access to entertainment and education it also harbours dangers such as encouraging harmful behaviours, giving predators access to young children, and cyberbullying. As such, the Online Safety Act was introduced to address these dangers and to ensure that children are better protected when they go online.
What the Online Safety Act requires of tech companies
At its core, the Online Safety Act holds tech companies to account. It places a duty of care on digital platforms to take responsibility for the content that appears on their services and for the impact that content may have on children. The law requires platforms to remove illegal material quickly, including child sexual exploitation content, terrorist propaganda and abusive material. It also demands that companies do more to shield children from harmful but legal content. 
A social media platform should prevent a twelve-year-old from being recommended videos that glorify self-harm or suicide, while a video-sharing site should ensure that age verification measures stop children from accessing violent or pornographic content. If companies fail to act, they face significant penalties, ensuring accountability is no longer optional.
How is Big Tech responding to the Online Safety Act?
The Act builds on steps that many tech companies have already begun to take in protecting children. Instagram and TikTok have introduced parental supervision tools that allow adults to see how much time children spend on the apps and set boundaries together. YouTube Kids was created as a safer environment with curated content for younger viewers, and Google has expanded its SafeSearch features to filter explicit results by default for users under 18. Gaming platforms like Xbox and PlayStation now allow parents to set playtime limits and control who children can communicate with online.
These measures are positive, but their effectiveness is mixed. Parental supervision tools rely on adults knowing how to use them, and children can sometimes bypass restrictions or switch to platforms without the same controls. YouTube Kids, while safer than the main app, has occasionally allowed inappropriate content to slip through filters, and SafeSearch depends on algorithms that are not flawless. 
Gaming platforms make it easier to restrict communication, but because children often play across multiple platforms, inconsistent protections can leave gaps. In short, tech companies’ efforts are helpful but not a complete solution, they work best when combined with active parental engagement, digital literacy education and the broader regulatory framework that the Online Safety Act aims to provide.
Concerns about privacy and overreach
Not everyone is convinced that the Online Safety Act has been thought through as carefully as it should have been. Some campaigners have raised concerns about privacy, particularly around the use of age-verification systems. These checks often require children and parents to hand over sensitive data, raising questions about where that information goes and whether it could be shared with third parties. 
Critics argue that while the intention is to keep children safe, the result may be increased surveillance or risks to personal data security. Others point out that vague definitions of “harmful but legal” content could lead to over-moderation, potentially restricting free expression or handing too much power to tech platforms to decide what children can and cannot see.
The role of parents, schools and communities
For parents and guardians, this legislation represents progress, but it does not remove the importance of having conversations at home. Imagine a child who comes across disturbing images on a friend’s phone, or a teenager who receives hurtful messages in a group chat. 
Legislation can help limit how often these things happen, but it cannot replace the support children need in those moments. Talking openly about what they encounter online, encouraging them to share both positive and negative experiences, and teaching them how to question what they see are all vital steps. Parental controls and filters can help too. For instance, setting screen time limits or blocking certain types of content can give children safe boundaries, while still allowing them the freedom to explore.
Schools and communities also have a role to play. Education about online safety should be as essential as teaching children how to cross the road safely. A primary school might run workshops on recognising when an online “friend” is really a stranger, while a secondary school could teach students how to spot fake news and misinformation. Community groups and charities often provide resources for families who are struggling, whether it’s advice on dealing with cyberbullying or support for children who have been exposed to harmful material. Listening to young people themselves is also crucial; when they explain what feels unsafe online, their insights can guide more effective protections.
Striking the right balance
The Online Safety Act is not a perfect solution, nor will it eliminate every danger. The internet is vast and constantly evolving, and new risks will continue to emerge. However, this legislation is an important step towards reshaping the digital landscape so that children can explore, learn and thrive without fear. By combining regulation, education, action from big tech and honest conversation at home, we can begin to build an online world that protects children - while still questioning whether the balance between safety, privacy and freedom has been struck in the right way.

### The critical role of trendjacking in today’s PR landscape
 Today’s media is driven by algorithms, virality and 24/7 news cycles. As a result public relations professionals are under increasing pressure to stay relevant and drive client results.
 Agencies can’t rely on their clients to produce regular or newsworthy press releases, or for media publications to cover them. PR, then, requires agility and versatility in order to generate consistent and high-quality coverage. For B2B companies particularly, cutting through industry noise and connecting with audiences is vital.
One tool in the PR toolkit whose significance can’t be overstated, is trendjacking. 
What is trendjacking?
Trendjacking, or newsjacking, is the process of strategically using trending news items to further a brand's visibility and status within their industry. From a B2B Tech perspective, this generally means providing media outlets with expert comments from client spokespeople, but can also include standalone bylines, interviews, or wider campaigns. 
Why does trendjacking matter?
Trendjacking can help to establish businesses as thought leaders. By contributing unique and nuanced perspectives on developing news stories, B2B Technology brands can effectively position themselves as authoritative voices within their industry. This is vital to earning credibility and presenting clients as the go-to for specific business technologies.
It can also help build stronger media relationships. Through interacting with journalists and offering valuable commentary, a successful PR professional establishes the credentials of their client to the media. This in turn opens the door for in-bound enquiries from top publications seeking expert comments from industry leaders when covering fast moving stories.
By trendjacking, a PR agent can give their client more visibility, both to their potential clients and to the media. With greater consumer awareness for a brand, there also comes greater appetite for the news concerning it. The same can be said for the journalists writing this news. Customer and press relationships are make-or-break when it comes to attempting to get coverage for press releases.
What to remember when trendjacking
 	Act fast
Speed is critical when it comes to leveraging news articles, and comments need to be ready at hand. To facilitate this, PR agents need to be proactive in predicting the news cycle so that they can prepare an arsenal of canned spokesperson comments, and be able to respond to all eventualities.
 	Be judicious in your choice of trending news 
Being sensitive to a clients’ preferred messaging is of paramount importance. It’s better to miss out on an opportunity than insert your client into the wrong story.
 	Add value
There’s no use in echoing the same story or view into the media ether. For trendjacking to be effective, you must be offering a unique, insightful take that can further a story.
 	Monitor and re-evaluate
Perhaps most importantly, PR professionals must dissect their methods. By looking back and asking yourself what pitching styles, stories, angles and media targets are failing or succeeding, you can be far more precise and successful in your future trendjacking.
Trendjacking isn’t just about chasing the most viral news, it requires careful thought, planning, and execution. By keeping abreast of the news cycle, thinking proactively, and establishing excellent relationships with your clients’ spokespeople, PR agents afford themselves a much better chance of securing coverage. Trendjacking is no longer just a buzzword, it’s an essential part of public relations.

### Thanks chatbots - AIO is B2B’s new frontier
The era of Google’s "Pay to display" / Search Engine Optimisation model is over. The Financial Times has called this post-SEO age out as ‘Google Zero’. 
Clearly, Agentic AI-powered chatbots have changed the way many of us search and how all of us will consume information forever. In turn this has disrupted what some have called the most lucrative business model ever.
This new reality has yet to be fully reflected in the ad revenues of Big Tech. However, we can already see the impending Google Zero has radically reduced the volume of clicks for traditional, ‘dumb’ search links based on Adwords. 
For too long, the status quo model of paid ads subsidised free web usage with their advertiser spending. Now publishers are waking up to a new reality. Let’s face it, the friction and frustration of slowly working your way to the content you crave is an experience few of us will miss. We just want answers.
More importantly for tech CMOs and their teams, Google Zero upends how they need to promote their products and solutions online. They have to react fast because we are witnessing a category-creating shift to the AI Overview as the new shop window for B2B offerings. 
The Attention Economy’s rentiers
For decades, the owners of ‘web real estate’ like online ad exchanges,  messaging apps and social media communities profited most from SEO. The ‘Attention Economy’ they created persuaded businesses to pay these ‘rentiers’ to advertise on the ‘properties’ they owned. 
According to these website owners, this is where potential customers allegedly spent their time. 
Whether or not click rates were accurate, SEO-directed traffic came with downsides, including:
 	The decline of journalism 
 	The disintermediation of creative advertising agencies 
 	The reduction of brand power to build moats
Journalists, advertising professionals and brands were forced to cede control to those whose walled gardens corralled audiences and allegedly captured their buyers’ attention. Until recently, that buyer attention has been retained, but as social media sites blended entertainment and shopping portals, actual buying intent moved further away from search engines and more towards short-form videos.
Chat changes the game
Now chatbots have added another layer of abstraction. They offer a valid alternative for buyers with real buying intent to research purchases. For marketing, the results of these AI-driven chats increasingly present more value. 
While there is a powerful rearguard action by Google and others to simulate the value chatbots offer, the momentum is with applications built on Large Language Models (LLMs), which users interact with, such as Claude, ChatGPT and Perplexity. The monopoly which SEO and Search used to enjoy is coming to an end.
The AIO future
The near future points towards "Artificial Intelligence Optimisation", a new category replacing SEO as the primary on-ramp to online information. Bidding for text phrases and key words no longer cuts it. LLMs for now, primarily search for text strings, favouring long-tail, long-form human-created content, not gobbledygook search terms - and video is coming.
With AI Overviews as the de facto means of accessing online information, attention is now turning to the citations on which these responses are built. Research shows these citations come from credible sources like earned media, like online press coverage from credible outlets,, third party reference sources and user generated content (UGC) from communities.
This makes human-created, AI-infused content, on a scale not seen before crucial for differentiation. As search traffic patterns change, here's a five-point action plan for B2B CMOs to capitalise on the shift from SEO to AI-driven optimisation:
 	Prioritise earned media and PR: Reallocate budget and focus from traditional search advertising to public relations and earned media strategies which rank highly in AI citations. This will involve recultivating relationships with journalists, securing third-party editorial coverage, and actively engaging in thought leadership to build brand prominence in AI Overviews and chatbot responses.
 	Invest in AI-infused content creation: Develop a content strategy incorporating AI tools for research and ideation, but supplemented human oversight and quality checks. Go for a wide variety of content and focus on creating high-quality, differentiated and human-verified content tailored for AI consumption to establish authoritative answers for AI searches.
 	Optimise for AI overviews and chatbots: AI prioritises direct answers, like FAQs over traditional vague search links.Understand clearly how AI models synthesize and present back your information. Move beyond keyword stuffing and optimising content for concise and credible answers which directly address user queries. 
 	Re-evaluate brand differentiating factors: As AI standardises product presentation, CMOs have to try harder to craft unique brand narratives with stand out experiences. This could involve experiential marketing, experimenting and cultivating strong brand communities to foster loyalty beyond transactional outreach.
 	Favour owned content: Break free from the limitations of SEO-driven content and encourage creative, diverse content formats, including video (YouTube, TikTok) and audio via podcasts. Much of this may be owned media, which brands fully control. Getting this right means greater ownership of AI Overview results and the ability to change narratives fast in reaction to market moves. Win-win.
AI is less of a threat to B2B marketing than the naysayers believe. It truly is those who can adapt from the ‘one and done’ world of paid ads to the dynamic world of AI Optimisation who will win out. Positive can help in the new AIO environment, let us show you how.

### When “TechCrunch” calls…and it’s not TechCrunch at all
(A PR person’s take on the rise of fake media outreach)
In PR, you see your fair share of odd media requests over the years. The “can you meet me in Chinatown in half an hour?” Or the “can you send me high-res images of your server rooms?” ones. And, of course, the occasional “we’ll guarantee you a front-page feature… for a fee” pitch.
But the latest trend? Much more sneaky. Scammers are now impersonating journalists from top-tier outlets like TechCrunch, and they’re getting good at it.
It was first flagged when TechCrunch themselves put out a warning last week. Fraudsters have been emailing companies, claiming to be reporters or event leads, all with convincing copy, familiar names, and just enough industry knowledge to sound legit. They’ll ask for a quick call “about your latest funding round” or “to discuss your product roadmap”, and before you know it, they’re mining you for sensitive information.
Some even mimic actual TechCrunch reporters’ writing styles. Others use genuine-sounding scheduling links to lure you into a call. Once you’re on the phone? They’ll dig deeper, asking the kind of detailed operational questions no real journalist would need for an article.
Why is this happening?
TechCrunch isn’t sure, but the smart money says it’s about initial access, building a profile of your business, mapping your network, or gathering intel that could be used for phishing or other scams later.
It’s not only TechCrunch. It’s happening across the media industry. We've heard of similar scams with Forbes, Wired, even sector-specific trade titles. The bad actors know that “We’re from [Respected Outlet]” can open doors faster than any cold sales email.
What can PRs and comms teams do about it?
 	Trust, but verify. If someone emails claiming to be from a publication, don’t just take their signature block at face value. Look them up on the outlet’s official staff page.
 	Check the email domain. Real journalists will almost never use a Gmail, Outlook, or suspiciously misspelt address.
 	Sense-check the request. If a “TechCrunch copy editor” suddenly wants a deep dive into your cybersecurity architecture… something’s off.
 	Pick up the phone. If you’re still unsure, contact the outlet directly using its official channels.
It’s frustrating to have to play detective, but the stakes are too high to shrug it off. A single slip could expose your client’s sensitive data, and in our line of work, that’s the stuff reputations are broken on.
The bigger picture
This wave of impersonations could erode trust in genuine journalism. If brands start second-guessing every email from a legitimate reporter, it slows down the very relationships PR depends on. And that, my friends, is exactly what the scammers want.
So next time “TechCrunch” pops into your inbox asking for an urgent call, take a breath. Take a minute. And maybe, just maybe, take a closer look at that email address before you spill the beans.

### Promoting the human voice using AI: how to make your content unique
Let’s face it: we’re swimming in a sea of sameness. Thanks to AI tools, the internet is now flooded with blog posts, thought leadership, LinkedIn rants and product pages that all sound… oddly familiar and easy to spot. 
It’s not that AI-generated content is bad, it’s just that it’s everywhere. And when everyone has access to the same tech, templates and tone, standing out becomes a whole new challenge for B2B marketers and comms teams.
The good news? Originality hasn’t gone out of style. If anything, it’s more valuable than ever. Here’s how to keep your content fresh, human, and impossible to ignore.
To err is human
Start with a point of view. AI is great at summarising trends, but it can’t draw from personal experience, speak to your customer base, or offer a genuinely bold opinion. That’s your job. Whether it’s a lesson you’ve learned, a gap in the market you’ve spotted, or just a strong view on where the industry’s headed, bring that to the table. People want insight, not spin.
Tell stories. Real ones. Even in B2B, stories are what make content memorable. Whether it’s something a client said on a call, a behind-the-scenes moment, or an anecdote from your team, those human touches are what resonate. Think less “benefits and features,” more “this is what it actually looks like in practice.”
Cut the clichés. Phrases like “disrupting the landscape” or “revolutionising the future of AI” have been done to death. They make your brand sound generic, even if your work isn’t. Keep it simple, sharp, and specific. A good test: read your copy out loud. If it sounds like something your competitors could’ve written, it’s probably time to tighten it up.
Add something original. You don’t need to reinvent the wheel every time (although this in itself sounds slightly AI-like), but even a small insight can go a long way. Share a stat from your own customer base, highlight a pattern you’re seeing before it hits the headlines, or say something that goes slightly against the grain. Fresh perspectives spark curiosity, and that’s what drives clicks, shares and conversations - because that’s what we’re all after!
The AI assistant
And yes, use AI, but don’t let it flatten your voice. AI can be brilliant for brainstorming, structuring or speed-editing, but your content still needs a human heartbeat. Think of AI as your assistant, not your author. Let it do the heavy lifting, but make sure the ideas, voice and flavour are unmistakably yours.
Because when push comes to shove, the real differentiator is you. Your tone. Your experience. Your opinion. Your weird way of explaining things that just happens to make sense(?). That’s what people connect with. 
So if you want to stand out in an AI world, stop sounding like everyone else. Sound like yourself.

### Small is beautiful: Build powerful partnerships, prioritise impact over headcount - Part three
Why partnerships matter
No single marketing team can master every skill needed to succeed in today’s complex B2B tech environment. Strategic partnerships offer a way to access specialised expertise, advanced technologies, and scalable resources without the cost and delay of hiring full-time staff. This approach enables smaller teams to deliver big results by leveraging external talent and capabilities exactly when and where they’re needed.
Flexibility and innovation
Partnering with external experts provides flexibility to scale marketing efforts up or down as priorities shift. It also brings fresh ideas and best practices from a wide range of industries and campaigns, sparking innovation that internal teams might miss. This infusion of outside perspective can be invaluable in breaking through market noise and reaching buyers in new, more effective ways.
Choose partners for impact
Not all partnerships are created equal. The best collaborators are those who align closely with your business goals and culture, and who focus relentlessly on delivering measurable impact. Building a trusted network of partners allows you to punch above your weight, combining your internal knowledge with external expertise to stay ahead of the competition.
At Positive, we’ve seen how the right partnerships can transform marketing outcomes, helping clients stay agile, innovative, and results-driven.
Curious how strategic partnerships could elevate your marketing? Reach out to Positive today for a conversation about building your own network of expert collaborators.
 

### Small is beautiful: Stay lean and focused, measure only what matters, act fast on insights – Part two
The power of focus
In a crowded marketing landscape, doing more doesn’t always mean doing better. The most effective B2B tech marketing teams are those that stay lean and laser-focused on the activities that truly move the needle. Smaller teams are forced to prioritise, which naturally leads to clearer accountability and faster decision-making. When every campaign and channel is aligned with clear business objectives, resources are used more efficiently and outcomes improve.
Measure what matters
With so much data available, it’s tempting to track every metric under the sun. But not all metrics are created equal. The key is to identify and focus on those that directly impact business goals - pipeline growth, conversion rates, engagement quality, and return on investment. By cutting out the noise and honing in on what really matters, marketing teams can make smarter decisions and reallocate budgets swiftly to the highest-impact tactics.
Move fast and optimise
Lean teams have the advantage of speed. They can act on insights quickly, optimising campaigns in real time rather than waiting for lengthy reporting cycles or approvals. This agility allows them to capitalise on opportunities and minimise wasted spend. Empowering your team to make data-driven decisions and iterate rapidly is essential to staying competitive in today’s fast-moving B2B tech market.
Want to sharpen your focus and boost your results? Contact Positive to discover how our lean, data-driven approach can help you achieve more with less.

### Small is beautiful, embrace change, adopt new tools and tactics quickly - Part one
Why change Is a competitive advantage
In the rapidly evolving world of B2B tech marketing, standing still is falling behind. The teams that thrive are those who embrace change proactively, adopting new tools and tactics before they become mainstream. Technologies like AI-powered content creation, real-time analytics, and emerging social platforms are revolutionising how marketers connect with buyers. These innovations allow for more precise targeting, personalised messaging, and dynamic engagement - capabilities that smaller, agile teams can leverage faster than larger, more bureaucratic organisations.
The evolving buyer journey
Today’s B2B buyers expect seamless, personalised experiences across multiple channels. They research independently, engage on social media, attend virtual events, and expect rapid responses. This complexity demands marketing teams that can pivot quickly, experiment with new approaches, and learn in near real-time. Larger teams often get slowed down by layers of process and approval, while smaller squads can test, iterate, and optimise campaigns with agility.
How to stay ahead
To keep pace, companies must foster a culture of curiosity and continuous learning. Encourage your team to explore new technologies, experiment boldly, and share insights openly. Partnering with external experts can accelerate this process by bringing in fresh perspectives and proven strategies without the delays of hiring or training. This combination of internal agility and external expertise is a powerful formula for success.
Ready to put change at the heart of your marketing strategy? Get in touch with Positive for a consultation on future-proofing your team and campaigns.

### How to keep your PR momentum going during the B2B Tech “silly season”
Ah, the silly season. That infamous stretch between July and early September when inboxes go quiet, journalists head off to sunnier climes, and the usual buzz of B2B tech news dies down to a gentle hum.
If you work in PR or marketing, it can feel like you’re shouting into the void. But just because the big announcements are on hold doesn’t mean your brand has to vanish from the radar. In fact, silly season can be a brilliant opportunity, if you approach it the right way.
Here’s how to keep your PR engine running while the rest of the industry hits pause.
Get creative with lighter content
During silly season, editors are crying out for something fresh, but not too heavy. Thought leadership doesn’t need to be intense to add value. Think light-hearted takes on serious topics, seasonal advice, or even humorous commentary on industry habits.
Tap into the slower pace. Your audience is still browsing LinkedIn and news sites between holiday outings so meet them with content that’s relaxed, relevant, and shareable.
Pitch into the news void
Journalists still have pages and sites to fill, even when the major stories dry up. That’s your chance to cut through the usual noise.
Got some original data lying around? Time to package it up. Can you comment on a trend that’s been bubbling under the surface? Perfect. If you can offer an easy, well-angled story, chances are you’ll get a bite.
With fewer pitches coming in, you’ve got a better shot at coverage, especially if you make their job easier.
Focus on relationship-building
PR isn’t all about chasing coverage, it’s also about people. And with things a little quieter, now’s a great time to reconnect with journalists, editors, and content partners on a more personal level.
Send a relaxed “just checking in” email. Offer a virtual or in-person coffee catch-up. Share a light piece you think they’ll enjoy. It’s all about staying front of mind, without pushing too hard.
Bonus: for the few journalists not on holiday, with less chaos in their inbox, you’re more likely to get a reply.
Tease what’s coming
Got something big lined up for September? Brilliant. But don’t go completely off-grid while you wait.
Use this time to tease your autumn activity. Share a sneak peek, post behind-the-scenes prep, or hint at what’s ahead. It builds curiosity and keeps your name out there.
Also worth noting: journalists start planning September and Q4 features now. Get your foot in the door early, before the rush.
Rework what you already have
Don’t stress about generating entirely new material. Take a look at what’s already worked this year and find ways to refresh it.
Could you update a popular blog with new stats? Chop up a webinar into LinkedIn posts? Turn a meaty whitepaper into a lighter summer reading guide?
It’s all about squeezing more value from what you’ve already got and giving it a seasonal spin.
The silly season doesn’t have to be a black hole for B2B PR. With the right mindset, it’s actually a smart time to be bold, build relationships, and get ahead of the September scramble.
Think of it as the calm before the content storm, so take advantage while you can.

### Marketing, PR, and thought leadership: what's the difference and why you need all three
In most businesses, marketing, PR, and thought leadership are closely intertwined. They show up on the same planning calls, the same campaign decks, and often report to the same heads of department.
Sometimes, they even sit on the same team. But despite that proximity, they’re not interchangeable. And when you treat them like they are, things start to break down.
You get PR fluff packaged as thought leadership. You get blog posts that read more like sales brochures. You get insight pieces that are really just veiled product pages. The message gets muddled. Your audience gets confused, and so does your internal team. That’s because while these three disciplines often work together, they each serve a unique role. They speak to different stages of the customer journey. And when each one understands its place, that’s when real momentum begins.
Let’s imagine the scene: a planning meeting, where each discipline has a seat at the table. 
Marketing: communicating value and driving action
Marketing is the first to speak. “We tell people who we are,” they say confidently. “We explain what we do, why we matter, and why we’re different.” 
At its core, marketing is about communicating value. It’s your pitch to the world. Whether through website copy, email funnels, ad campaigns, case studies, or event booths, marketing controls the message. It maps the journey from awareness to action, turning strangers into customers, and customers into advocates. 
But there’s a catch: it’s still you talking about you. And that only gets you so far.
PR: earning trust through third-party validation
Then PR leans in. “That’s where I come in,” they say. “I get other people to say it.” Public relations isn’t about pushing a message, it’s about earning attention and building credibility. It brings in trusted third parties, journalists, analysts, podcasters, editors, to echo your story to the audiences you want to reach. 
Especially for younger or scaling companies, PR can lend the kind of validation that marketing can’t manufacture. It makes you look credible, even before your customer traction catches up. But PR has its limits too. If the story doesn’t matter, it doesn’t land. And that’s when a quieter voice in the corner finally speaks up.
Thought leadership: influencing industry conversation
“See,” says the thought leader, “you’re both still focused on the company. I talk about what’s happening outside of it.” Thought leadership takes a broader view. It’s not about selling your product, it’s about diagnosing the problem your product solves, and doing it in a way that’s insightful, timely, and relevant. 
It’s showing up in your industry with perspective: “Here’s what’s changing. Here’s why it matters. Here’s what we should be thinking about right now.” Thought leadership can take many forms, a LinkedIn post, a conference talk, an op-ed, a podcast appearance and it doesn’t need to come from the CEO. It just needs to come from someone with lived experience, clarity of thought, and the confidence to share it. 
Done well, it earns attention before anyone knows your name. It builds belief before you ask for buy-in. And, most powerfully, it helps your customer prioritise the very problem you exist to solve.
That’s the key. Because when your audience believes the problem is urgent, they go looking for a solution. And when you’ve led the thinking on that issue, they’re far more likely to trust that your solution is the right one.
Avoiding the pitfalls: mixed messages and missed opportunities
So yes, marketing, PR, and thought leadership are often side by side, on calendars, on strategy docs, and in campaign budgets. But they aren’t interchangeable. They’re interdependent. Each one does a job the others can’t. Marketing communicates who you are. PR gets other people to spread that message. Thought leadership shapes what your audience cares about in the first place.
When you blend them into one function, you dilute their impact. But when you align them, respecting each for what it’s designed to do, you create a system that builds awareness, earns trust, and drives action. In a world where buyers are sceptical, overloaded, and immune to the hard sell, that kind of momentum is more valuable than ever.
Building a cohesive strategy: ask the right questions
So next time you're in that meeting, mapping out your next big launch, ask yourselves the hard questions. Are we marketing, or are we dressing up sales copy as insight? Are we doing PR, or just sending press releases no one reads? Are we building thought leadership, or just writing blogs about ourselves?
Get the distinction right, and your message won’t just be heard, it’ll stick. You won’t just create noise, you’ll create momentum.

### Mastering national media coverage
Securing national media coverage is one of the most sought-after wins in the public relations world - especially in B2B. It’s a milestone that can shift public perception, build authority and encourage business growth. For PR professionals working in the UK, earning coverage in titles like The Times, BBC News, ITV, The Guardian or Sky News is both a challenge, and a powerful opportunity.
Unlike local or trade media, national outlets operate with different priorities. They’re driven by stories that resonate with a wide and diverse audience. Knowing how to approach them with precision, relevance and strong editorial instincts is essential to breaking through the noise.
Start with what national media actually wants
National outlets cover stories that reflect national concerns, whether it’s a major cybersecurity breach at M&S, new government announcements or legislation, or global events like Trump-era tariffs impacting UK trade. These are the kinds of issues that affect daily life, business, public opinion and national discourse.
That’s where national and trade media differ. Trade publications cater to sector-specific audiences, and are more likely to cover niche achievements, senior personnel changes or product innovations. For national media, those same stories need to connect to something bigger, policy, economics, culture or society - to earn attention.
Relationships are as important as the pitch
Even the strongest story won’t land if it isn’t seen. Building genuine relationships with national journalists is essential. These reporters are often highly specialised and receive dozens of pitches a day. The ones they remember are from PRs who understand their beat, respect their time and consistently bring them relevant, well-timed ideas.
Engaging with journalists on social platforms like X or LinkedIn, following their work and understanding their focus areas can make a meaningful difference. When you pitch, be sharp. Open with the hook, make the relevance clear and keep it short. If your email runs longer than a few short paragraphs, it's probably too long.
Timing is everything
UK media runs on rhythm. From seasonal stories and awareness days to breaking news and policy announcements, the national news cycle is full of predictable (and unpredictable) hooks. If your story can tie into one of these, it immediately becomes more appealing.
Fast, reactive pitching is also effective. Offering expert commentary or case studies in response to developing stories can lead to inclusion in national columns or live interviews. Being agile is a competitive advantage.
Bringing the message and the moment together
National media coverage is about being timely. The most effective PR aligns what a client wants to say with what the public cares about. It’s not about diluting the message, but shaping it to fit naturally within the conversations already happening across society. When that alignment is right and when the message and the moment meet, that’s what turns a good story into a national headline.

### When TikTok decides what’s for dinner: the social media trends disrupting supermarkets
TikTok's dominant influence on young people’s food choices is monumental. These viral food trends keep on coming; from Gigi Hadid’s vodka pasta to Dubai chocolate and ‘girl dinner’. 
According to TikTok, 49% of users have taken action after seeing supermarket or grocery content on the platform, an expansion of its perception as purely featuring dance trends and memes. Tiktok is now a major trend setter in the food world. From viral recipes to ingredient shortages, TikTok’s influence is reshaping what lands in our shopping baskets and how supermarkets stock their shelves. 
Welcome to the era where social media trends decide what’s for dinner, and supermarkets are racing to keep up. 
However, retailers who lack the right technology in place, risk falling behind.
Remember the baked feta pasta craze? Overnight, this simple recipe sparked a global surge in feta cheese and cherry tomato sales. TikTok’s power lies in its ability to turn everyday ingredients into must-haves, with people racing to the shops desperate to try these trending recipes. Millions of users test and share recipes on TikTok, all it takes is one recipe video to blow up, causing a viral sensation that ripples through grocery aisles worldwide. 
How can supermarkets keep up with these sudden spikes in demand without overstocking once the trend fades? Overproduction not only leads to profit losses, but also contributes to food waste. Balancing rapid response with sustainability has become a critical challenge for retailers navigating the fast-moving world of social media-driven food trends, and this is where real time technology comes into play.
Now that TikTok is becoming a direct shopping channel with TikTok Shop, users can also buy ingredients and products featured in videos without leaving the app, blurring the lines between entertainment and commerce. This trend-driven shopping behaviour means consumers are making more impulse buys and exploring new brands. They trust creator recommendations and viral trends over traditional advertising, forcing supermarkets to rethink how they engage with customers. 
If supermarkets can learn how to secure viral food trends, successfully market themselves on the app, and even sell their products too, their competitive advantage will sky rocket. 
How real time tech can lead the way to supermarket success
It's easy to overcommit to a product tied to a short-lived craze, leading to surplus stock, markdowns, and lost profits. Supply chains need to respond quickly to the unpredictable demand driven by viral food trends. Real time data technology can provide instant visibility into inventory levels and shipment locations, supermarkets can track products across thousands of locations and quickly address any delays or disruptions, as well as rises in demand. This immediate insight enables faster responses to sudden spikes in demand, often triggered by social media trends, allowing retailers to accelerate ordering, production, and distribution to restock shelves promptly, bringing benefits to each end of the supply chain.
How are UK supermarkets adapting?
UK supermarkets are no strangers to this consumer shift. Giants like Waitrose, Lidl, Aldi, and M&S are adapting by launching products inspired directly by TikTok trends. Lidl, for instance, has embraced TikTok Shop, selling grocery bundles that sell out rapidly thanks to viral buzz, they also quickly produce dupes of trending products such as the Dubai chocolate. 
Supermarkets are also integrating TikTok content into their marketing strategies, encouraging staff to create authentic videos that resonate with younger shoppers. This strategy enables supermarkets to engage directly with Gen Z and Millennials, who increasingly turn to social media for food inspiration, whether it’s high protein meals, budget-friendly recipes, or indulgent sweet treats. 
Take M&S, for example. Once known primarily as a destination for older shoppers and parents buying school uniforms, it has successfully reinvented itself by leveraging TikTok marketing. Their triple chocolate chip cookies, white strawberries, and giant chocolate bars have all recently gone viral, driving a significant surge in demand, illustrating the power of these trends.
The importance of flexible adaptable supply chains
While TikTok trends offer exciting opportunities, they also present challenges. Supermarkets must quickly differentiate between fleeting fads and sustainable product lines. Viral food crazes can emerge and disappear within weeks, driven by the fast-moving nature of social media, making it difficult for retailers to predict which products will maintain consumer demand beyond the initial hype. 
To succeed in this environment, supermarkets must develop exceptional agility in both product development and supply chain management. This means shortening the time from trend identification to product launch, enabling stores to capitalise on viral moments while they’re still relevant. However, speed alone isn’t enough. Retailers need flexible supply chains that can scale production up or down quickly without incurring excessive costs or inventory waste.
Supermarkets must leverage the buzz of TikTok trends to attract customers while building a resilient product portfolio that supports sustained growth. The world of TikTok food trends is ever-evolving  and we don't know what crazy trend is coming next. While we can’t predict exactly what the next viral sensation will be, one thing is clear; social media will continue to play a powerful role in shaping what ends up on our plates and supermarket shelves.

### Crisis comms in the spotlight: How M&S managed its cyberattack
When Marks & Spencer was hit by a cyberattack over Easter 2025, the headlines focused on stolen customer data and suspended services. But for communicators and crisis managers, the incident offered something equally significant: a real-time stress test of how a legacy brand responds under digital fire.
The breach, believed to be carried out by a well-known ransomware group, exposed personal details of thousands of customers and forced M&S to take its online ordering system offline for weeks. Financially, the company faced tens of millions in lost revenue and a sharp hit to investor confidence. But reputationally, the real risk lay in how the story was told, and who got to tell it first.
Getting the opening moves right
M&S’s initial response hit the right notes. The communications team moved quickly, informing customers of the breach, reassuring them that financial data and passwords were safe and providing clear, actionable steps. The tone was calm but serious, striking a balance between transparency and control. It’s likely that media statements, customer emails and internal guidance were all drawn from a well-rehearsed crisis playbook - and it showed.
In this critical first window, the brand was able to shape the narrative, reassure stakeholders and demonstrate leadership. This phase is often where lasting reputational impressions are formed, and M&S appeared well-prepared.
The silence that spoke volumes
But effective crisis comms is not just about speed, it’s about stamina. After the strong early messaging, M&S’s voice began to fade. Updates became sparse, and the company appeared less visible in shaping the evolving story. Whether this was a legal decision, a shift in priorities or simply fatigue, the vacuum left by their silence was quickly filled by media speculation and critical commentary.
The shift was subtle but important: from being the source of trusted information to being a subject of analysis. For a brand built on reliability and public trust, that’s a risky transition.
A more proactive approach during this phase, acknowledging uncertainty, sharing timelines or even framing the broader cybercrime context, could have maintained momentum and kept M&S on the front foot. In high-stakes incidents, silence isn’t neutral. It’s interpretive.
What crisis communications gets right, and misses
Internally, M&S was doing the right things: working with law enforcement, deploying cybersecurity teams and reviewing systems. But public perception doesn't always mirror operational reality. What audiences see and hear - and when - can matter as much as what actually happens behind the scenes.
That’s where many brands struggle: aligning internal response with external expectations. Especially in an era when consumers are hyper-aware of data privacy and deeply sensitive to transparency, the pressure on corporate comms is relentless.
Reputation recovery is a process, not a postmortem
M&S’s experience offers a valuable case study in modern crisis communication. They demonstrated the power of a strong opening response - grounded in clarity, tone and reassurance. But the second act, the long, quiet middle, reminds us that comms is not just about extinguishing panic; it’s about maintaining trust through the long tail of uncertainty.
For crisis managers and communicators alike, the takeaway is simple: a breach may last hours, but its reputational shadow stretches for weeks or even months. The brands that navigate this well are those that treat communication not as a reaction, but as a core part of the response strategy.

### The Role of Influencer Marketing in B2B Tech PR for 2025
As the digital landscape continues to evolve, influencer marketing is no longer confined to beauty tutorials and lifestyle endorsements. In 2025, it's becoming a vital tool in B2B tech PR, reshaping how brands build credibility, reach decision-makers, and generate leads in an increasingly competitive space.
Influence is about trust, not just reach
B2B buyers today are highly informed and research-driven. They seek insights from trusted voices before committing to complex tech purchases. This is where influencer marketing comes in. Unlike traditional media outreach, influencer marketing enables tech brands to tap into established communities through respected figures - such as industry analysts, tech evangelists, consultants, journalists and niche content creators with deep domain expertise.
One key shift in 2025 is the growing recognition that influence in B2B isn’t about massive followings, it’s about relevance and credibility. A cybersecurity professional with 5,000 LinkedIn followers may wield more sway over enterprise buyers than a generic macro-influencer with 500,000.
Micro-influencers drive meaningful engagement
These “micro-influencers” often lead tight-knit online communities, host expert panels, or contribute to high-value conversations on platforms like X (formerly Twitter), Reddit, and B2B podcast networks. Their smaller but more engaged audiences are highly valuable for reaching tech decision-makers, but the granular case-by-case relevance can make it hard to evaluate value. 
Strategic integration into PR campaigns
For PR professionals, integrating influencer marketing into a tech communications strategy requires precision. It’s not about paying for endorsements; it’s about building authentic partnerships that align with the influencer’s expertise and the brand’s messaging. Co-authored whitepapers, podcast interviews, webinar appearances, and social media collaborations can all help extend a brand’s thought leadership and improve message resonance.
Evolving metrics for success
Measurement is also evolving. In 2025, B2B tech brands are moving beyond vanity metrics to track KPIs like share of voice within niche sectors, engagement quality, lead attribution from influencer content, and downstream impact on reputation. Influencer campaigns are being paired with PR analytics tools to better understand influence pathways and the ripple effects on brand trust.
Long-term relationships win
The growing demand for authenticity means influencers are selective about the brands they support. This makes relationship-building a long-term investment. B2B tech PR teams must focus on adding value to influencer relationships - through exclusive insights, early access to innovations, and joint storytelling opportunities.
In a crowded market, influencer marketing gives B2B tech companies a human voice and a competitive edge. As 2025 unfolds, it’s clear that those who can master the art of influencer collaboration will be best positioned to earn trust, spark conversations, and drive business outcomes.

### How to effectively use your executive as a media spokesperson
In today’s media landscape, the right company executive can be one of your most valuable assets when engaging with the press. Journalists are drawn to senior leaders who can provide credible insights, industry context, and articulate perspectives - but it takes careful planning to ensure these opportunities translate into positive coverage for your business.
Position your executive as a thought leader
Your leadership team holds the strategic vision for the company - that makes them ideal candidates for thought leadership media. Instead of focusing solely on product news, we recommend identifying broader industry topics or trends your executive can speak to with authority. Whether it’s economic outlooks, sector-specific challenges, or innovation stories, providing journalists with this level of insight builds long-term credibility and positions your brand as a knowledgeable player in the field.
Invest in media training - Every time
No matter how seasoned your executive is at public speaking, media interviews are a different skill set. Reporters are looking for sharp soundbites, clear messaging, and authentic delivery - all while navigating potential curveball questions. Media training is critical to prepare your spokesperson to stay on message, avoid industry jargon, and handle difficult topics with confidence. It also ensures they represent your brand values consistently and professionally.
Be strategic with media opportunities
Not every media request warrants executive time - and not every journalist will align with your narrative. We work with clients to evaluate each opportunity carefully, considering the outlet’s audience, the reporter’s angle, and the potential risks or rewards. Senior leaders should be reserved for high-impact opportunities - major features, business profiles, or topics of strategic importance. For more technical stories, it might be better to delegate to subject matter experts within your team.
Preparation is critical
Ahead of any interview, we always recommend a thorough briefing. Your executive should know who they’re speaking to, understand the outlet’s tone, and be prepared with key messages, data points, and examples. Following the interview, timely follow-up helps reinforce the messaging and maintain the relationship with the journalist.
At Positive, we help our clients maximise executive visibility while protecting their reputation. From tailored media training to strategic counsel and opportunity vetting, our team ensures your leaders are ready to represent your brand with confidence. If you’re looking to build your executive profile in the media, we’d be happy to support you - get in touch with Positive to learn more.

### The rise of misinformation in AI and social media
With the internet making information more accessible than ever, misinformation has become a pervasive issue, amplified by artificial intelligence and social media. The rapid evolution of these technologies has significantly reshaped the way we consume and share information. 
While they have facilitated global communication and knowledge dissemination, they have also contributed to the widespread propagation of false and misleading information.
The role of AI in spreading misinformation
AI has played a dual role in the battle against misinformation. On one hand, AI-powered algorithms enhance content curation, improve user experience and aid in fact-checking. On the other hand, AI-driven bots and deepfake technologies have made it easier than ever to generate and distribute fake news. Deep learning models can now create hyper-realistic videos and images that deceive even the most discerning viewers. Similarly, AI algorithms that prioritise engagement can inadvertently promote sensationalised or misleading content, as social media platforms optimise for user retention rather than accuracy.
Recent investigations have revealed how AI is being used to create fake experts and generate fabricated quotes, some of which have appeared in reputable news outlets. This adds another layer to the challenge, as misinformation can now be spread not just through fake content, but through seemingly authoritative voices that are entirely fabricated.
Social media as a catalyst
Social media platforms have become the primary channels for the dissemination of news and information. Their algorithms are designed to prioritise content that garners high engagement, which often means that emotionally charged or controversial content spreads rapidly. This phenomenon, known as "algorithmic amplification," can lead to the viral spread of misinformation, making it difficult to discern fact from fiction.
Moreover, social media allows for the rapid dissemination of information without the traditional gatekeeping processes of journalistic institutions. While this democratisation of information can be empowering, it also means that unverified claims and conspiracy theories can gain traction quickly. The echo chamber effect further exacerbates the issue, as users are often exposed to content that aligns with their existing beliefs, reinforcing misinformation rather than challenging it.
The consequences of misinformation
Misinformation has serious consequences, affecting politics, public health, corporate reputation, and societal trust. During the COVID-19 pandemic, false information about vaccines and treatments spread widely, causing real harm. Political misinformation has also fueled polarisation and influenced elections.
Misinformation can quickly damage a brand's reputation. False claims, deepfake content or viral rumors can lead to crises, requiring companies to monitor online conversations, swiftly address falsehoods and maintain transparency. PR teams must have strong crisis management strategies to counteract the negative effects of misinformation, which can erode consumer confidence, disrupt marketing and impact stock prices.
Long-term, misinformation weakens trust in credible sources, making it harder for people to distinguish between real news and propaganda.
Combating misinformation
Addressing the misinformation crisis requires a multifaceted approach. Social media platforms must take greater responsibility for content moderation, implementing more effective fact-checking mechanisms and reducing the reach of misleading content. AI can be leveraged to detect and flag misinformation more efficiently, but it must be accompanied by human oversight to prevent biases and errors.
Media literacy is another crucial component. Educating users on how to critically evaluate sources, recognise misinformation and verify claims can empower individuals to navigate the digital landscape more responsibly. Governments and regulatory bodies may also play a role in setting guidelines to curb the spread of harmful falsehoods without infringing on free speech.
Conclusion
The rise of misinformation in AI and social media is a pressing challenge that requires collective action from tech companies, policymakers, and users alike. As AI continues to evolve, it is imperative to strike a balance between technological advancement and ethical responsibility. By fostering media literacy, enhancing AI-driven fact-checking and promoting responsible content-sharing practices, we can mitigate the dangers of misinformation and create a more informed digital society.
 

### From surveys to stories: mastering research-led PR campaigns
Research-led PR campaigns are a game-changer for tech companies wanting to lead the market, nail emerging trends, and connect with their audience. Think of it as basing your PR strategy on solid evidence. This is surveys, in-depth data analysis, and then turning those insights into top-tier content.
A smart research campaign gives real substance to your messaging, validates your perspective, hones your market position, and raises awareness of key industry topics. Plus, surveys aren't just a one-off. Get them right, and you've got content gold to sprinkle throughout the year. Even better? Run the same research year after year and track those all-important trends.
As per usual, preparation is key
Prior to initiating a research campaign, it is essential to define clear and measurable objectives, for example are you identifying content gaps in the market or finding out the pain points of customers? Specific and measurable objectives will ensure that your research efforts are focused and yield actionable results. 
A thorough understanding of your target audience is crucial. Is your Ideal Customer Profile (ICP) composed of enterprise CISOs or SME business leaders? This understanding will inform your survey design, sample selection, and the types of questions you include. Do you require insights from senior management or are you more interested in the challenges faced by their teams? Each approach offers unique benefits and requires a tailored strategy.
Mastering the question game
You have to keep in mind it’s essential to design surveys that elicit meaningful responses. It’s crucial to prioritise clear, concise, and unbiased questions. Avoid binary "yes" or "no" questions and aim for a minimum of four response options to capture nuanced data. While some questions may be deemed unsuitable during analysis, unexpected insights will emerge. It’s always fun to throw in a red herring question, which can either contradict another question or complement it, adding an interesting twist to the conversation.
Let's face it: designing survey questions can be a bit of a grind. It takes time, and you'll likely need to tweak your questions more than planned. But this upfront effort is crucial. By getting your questions right from the start, you'll set yourself up for success and gather data that truly matters.
Transform data into narrative gold
Turning raw data into a story is both an art and a science. Not all findings will be relevant for every purpose—some insights might be perfect for PR strategies, while others are better suited for demand-generation. To uncover meaningful trends and outliers, leverage tools like Excel, which will make data exploration and visualisation more efficient.
But here’s the key: don’t analyse data in isolation. Make sure more than one person and one perspective are analysing the data to ensure you gain a more comprehensive understanding of what the data is truly saying. 
Ditch the dry list of questions and answers when presenting your findings. Instead, craft a compelling narrative that connects the dots, highlights key insights, and tells a story the audience can resonate with.
Content that connects
Once the story is complete, these research insights need to be leveraged to inform your content strategy. Identify relevant keywords and develop content that addresses the specific needs and interests of your target audience. Integrate your research findings into a broader PR campaign strategy. Utilise audience insights to refine your messaging and select appropriate channels for dissemination.
For PR, the goal may be securing placements of the research in industry publications. Alongside this, marketing and demand-generation teams can play their part too. Your core narrative can serve as a foundation for marketing and sales initiatives, generating qualified leads through targeted campaigns. Infographics offer a visually engaging means of communicating complex information and reaching audiences that may be difficult to engage through traditional methods.
Measure, evaluate, refine
Track key metrics such as media mentions, Share of Voice (SoV) increases, and lead generation to assess the effectiveness of your campaign. Conduct regular evaluations to identify areas for improvement and refine your strategy accordingly.
By adopting this research-driven approach, technology companies can develop impactful PR campaigns that resonate with their target audience and generate measurable results. A well-planned research campaign represents a valuable investment that can yield sustained benefits throughout the year.

### Apple's encryption backdoor controversy: our client weighs in on ITV
In a shocking move, the U.K. government demanded that Apple create a backdoor for its Advanced Data Protection (ADP) feature, which offered end-to-end encryption for iCloud data - which would have allowed authorities to access the protected cloud backups of users worldwide.
 This secret order, if implemented, would seriously undermine Apple’s strong privacy commitment to its users, and sparked global debate about the balance between national security and personal privacy.
Expert analysis on ITV
We were proud to have our client, a leading expert in encryption and secure comms, featured on ITV to dissect this contentious issue. With years of experience navigating the intersection of privacy, law, and technology, our client was uniquely positioned to provide valuable insights on this high-stakes situation.
A global precedent? 
The U.K.'s request mandates that Apple grant law enforcement access to encrypted data, not just for specific accounts but globally across all Apple users. This is an unprecedented move in the democratic world and could set a dangerous precedent. While Apple has stated it would withdraw encrypted storage services from the U.K. rather than comply, the demand for backdoor access in other nations, like the U.S., remains a pressing concern.
Our client expertly addressed the technical risks, arguing that allowing governments to access encrypted data could create massive vulnerabilities. They emphasised how such backdoors could be exploited not only by criminals but potentially by authoritarian regimes as well. This would severely compromise digital security globally. On ITV, our client explained that encryption plays a key role in protecting personal privacy, government requests like this challenge the foundational principle of digital trust.
The vulnerability of backdoors 
Beyond the technical implications, the conversation also touched on the legal and ethical dimensions. The U.K.’s secretive approach, using the "Snoopers' Charter" law to issue these demands, raises serious concerns about the erosion of privacy rights. Our client made it clear that privacy isn't just a luxury for individuals - it’s a fundamental human right that must be defended in the digital age.
Having our client appear on ITV was a pivotal moment in establishing their authority on this critical issue. As the global debate over encryption and privacy intensifies, we remain committed to securing the platforms that allow our client to shape conversations and influence policy. Their insights on ITV were not just timely - they were essential. This discussion is far from over, and we look forward to seeing our client continue to lead the charge in protecting digital privacy.

### Quantum Computing: The future is closer than you think
Whilst there is growing concern around the rapid rise of AI, more attention needs to be turned towards quantum computing - which is a very real concern for tomorrow’s technological landscape; with disruptive potential across cybersecurity, data regulations, and ethical concerns. Some are already claiming society is in the midst of a ‘Quantum Apocalypse’, as it has the potential to upend our entire security preconceptions. 
Quantum computers have the ability to process information at speeds far beyond current capabilities. This faster processing has the capability to completely upturn what we consider to be secure. These speeds will revolutionalise cryptography and data analysis, as encryption and entire security systems could be broken, leading to global data breaches, identity theft, and disruption to our entire critical infrastructure. 
Quantum leap in geopolitical tension 
Major powers, particularly the United States and China, are investing huge amounts in quantum technologies behind closed doors, to put them in a position of unprecedented geological power. With China investing a $138 billion government-backed fund to support emerging technologies including quantum computing, there is a clear race within quantum computing developments, with global superpowers racing to the forefront. China, in particular, is fiercely competing to pioneer the most groundbreaking advancements, raising concern for everyone as they make it a clear priority to position themselves as global leaders in this field. For example, China has additionally launched two satellites capable of performing QKD  from space - betting that leading in quantum development could give it an economic and military advantage against others.
Just as we’ve seen with AI, advancements in quantum computing are underpinned by geopolitical tensions, as political powers crusade in an arms race, a neverending competition of who is going to develop the technology fastest for military, strategic and governmental advantages. As quantum computing technology advances, it has the potential to solve problems currently impossible for classical computers, in a matter of seconds. This technology can excel at tasks involving large datasets and multiple variables, promising to unlock beneficial possibilities across diverse industries, such as making huge advancements in medical research. 
Quantum computing introduces a conflict, as the same quantum breakthroughs which have the potential to benefit society through major healthcare advancements, also introduce existential threats to today’s digital security. Despite quantum computers being relatively new, this new field still has significant risks, and is creeping up on us much faster than we think. With the UK investing a total of £45 million in the UK's quantum sector last year, as part of its commitment to transforming into a quantum-enabled economy by 2033, it underscores the urgency and potential of this specialism. This substantial commitment reflects the recognition that quantum computing is not a distant prospect, but an imminent reality with far-reaching consequences.
What is the Quantum Apocalypse? 
Although full-scale quantum computers which are capable of breaking high-security encryption are not expected within the next 10 years, the potential impact is so concerning that governments, businesses, and cybersecurity experts are already working to develop quantum-resistant security measures, and there is an urgent call to pay more attention the potential impact which so profound that immediate attention is essential. Its ability to break current encryption systems could lead to catastrophic breaches in privacy, cybersecurity, and national security, once quantum computers become operational.
The future of quantum computing is underpinned with substantial concern, largely because its implications remain poorly understood. While it holds the promise of groundbreaking advancements, it also brings immense risks, especially if wielded irresponsibly or by malicious actors. The quantum arms race among global powers is accelerating, pushing us closer to a potential quantum apocalypse. What was once considered an IT issue has now escalated into a geopolitical battle, demanding urgent action to ensure a responsible and secure quantum future.

### Why meeting journalists face-to-face still matters in Tech PR
There was a time not so long ago when PR professionals and journalists regularly met in person. It would be over coffee, at industry events, or even during newsroom visits.  These meetings weren’t formalities; they were the foundation of strong professional relationships between hacks and flacks. 
Today, however, email has taken over as the dominant form of communication. Press release distribution services have automated much of the pitching process, and the shift to remote and hybrid work post-pandemic has further reduced in-person engagement. While these changes have made PR more efficient in some ways, they’ve also stripped away one of the most valuable tools in a PR professional’s arsenal: genuine, face-to-face relationship building.
Face-to-face is still the way to B2B
Nowhere is this more critical than in B2B technology PR. Unlike consumer PR, where mass media coverage can drive immediate awareness and sales, B2B tech coverage is built on trust, credibility, and in-depth storytelling - things that are smoothed by in-depth connection The journalists covering enterprise technology, cloud computing, cybersecurity, and SaaS are more specialist, expert and justifiably have less time for PR fluff and guff. 
Building these relationships solely over email is an uphill battle, and engaging on social media will only get you so far. Despite there being less organic opportunities to do so, journalists who have met you in person are far more likely to engage with your pitches, take your calls, and consider your clients as viable sources. Face-to-face meetings establish credibility in a way that email simply cannot. When a journalist has seen that you understand their beat, that you’re not just another PR person mass-emailing press releases, they’re more likely to take you seriously.
In the B2B tech space, the best media coverage often comes from nuanced discussions about industry trends, technological breakthroughs, and real-world applications of enterprise solutions. Things that are not easy to convey in a cold email. A live conversation allows for a more dynamic and organic exchange, where new angles can emerge that otherwise would not. A press release might announce a new AI-powered software update, but a candid discussion over coffee might spark a story about the broader trend of AI adoption in enterprise IT - or better yet, reveal an interest that you would otherwise never know about. 
Remember the “R” in “B2B PR”
Of course, in-person meetings require effort. Journalists are busy, and often hilariously outnumbered by PR in the B2B space. But in a landscape where relationship-driven storytelling matters, making time for face-to-face interaction (even if only occasionally) can be the difference between getting ignored and building a long-term, mutually beneficial relationship. 
I’ve been in this space just long enough to see the shift in real time - concurrently with the shift from phone pitching to email and even to social pitches. However, I haven't been in this space so long that I think one way is fundamentally incompatible with the other. For aspiring PRs - and those old enough to remember calling up AP to literally read out their press release - the advice is the same: Rethink what the “R” in “PR” means. Prioritise in-person for the reasons above, but don’t forget that relationships can be maintained over more than coffee and bar-room tables. Once you’ve made that face-to-face connection, stay in touch the same way you would with any other professional connection. 
As PR professionals, in-person meetings help us do our jobs better, but they also make our work (and lives) more meaningful, more rewarding, and more impactful. In a world that’s increasingly digital, the human touch still makes all the difference.

### How PR changes from startup to scale-up
Public relations is not a one-size-fits-all approach, it evolves as a company does. What works for a startup in its early stages may no longer be effective once the company starts to scale. As a business grows, the complexity of its communications, the expectations from the media and the level of scrutiny it faces changes. As such, PR tactics must adapt to fit the needs of the company at every stage of growth. 
Getting noticed
For a startup, PR is about getting noticed, brand awareness, the “wide end of the funnel”. At this stage, the company is introducing itself to the world and the challenge is making people care. Storytelling is key, often focusing on the founder’s journey, the problem they’re solving, and the mission behind the company. Media coverage tends to come from specialised outlets like Sifted, The Register, and The Stack, often through a combination of reactive efforts, responding to trends, and proactive news, such as product updates or new partnerships. The goal is visibility and credibility, with even one well-placed feature boosting investor confidence and customer acquisition.
Transitioning from startup to scale-up
As a startup grows into a scale-up, PR evolves from just creating visibility to managing reputation and establishing authority. For startups, reputation management is certainly important, but the focus is often on establishing credibility and trust in a competitive market. Early-stage companies need to earn the confidence of investors, customers, and the media, which can be more challenging when resources are limited. However, as the company scales, the importance of reputation management becomes even more pronounced. A scale-up must now navigate greater public scrutiny and manage a more complex reputation, often across multiple stakeholders, with higher expectations for accountability and consistency.
At this stage, the press narrative expands. It’s still about the founder’s story, the unique product, and the company’s mission, but it increasingly highlights the company’s impact on the industry, how it’s tackling emerging challenges, and how it differentiates itself from competitors. While both startups and scale-ups focus on shaping the industry, the scale-up’s narrative tends to be more developed and focused on long-term vision and growth. The company now looks for coverage in major media outlets, national newspapers, and high-profile business magazines, as journalists seek to understand how the company is contributing to the larger industry landscape.
Controlling the narrative
Scale-ups often work with PR agencies to handle media relations more strategically - with increased visibility comes increased scrutiny. A growing company can’t just seek attention whenever it wants, it has to be mindful of when and how it engages with the media. Crisis management becomes a crucial part of the PR function. Negative press, regulatory challenges, public controversies or even just negative social media attention can have a much bigger impact on a scale-up than on an early-stage startup. Reputation management becomes just as important as media coverage.
Another key difference is the addition of thought leadership. Instead of media strategies being purely about the company, PR at the scale-up stage focuses on positioning executives as industry leaders. Founders and key team members become sought-after speakers at conferences, contributors to major publications, and go-to sources for commentary on industry trends. Media opportunities become more proactive and strategic, whether it’s securing a keynote spot at a global event, or getting featured in a high-impact interview.
From breaking in to owning the conversation
Ultimately, PR for startups is about breaking into the conversation, while PR for scale-ups is about controlling the narrative. In the early days, the challenge is simply getting people to pay attention. But as a company grows, PR becomes about managing how that attention is shaped, making sure the brand remains trusted, authoritative and resilient in the face of increased public scrutiny.

### Why the UK’s AI’s is more than OK
I nearly had the privilege of working with Husayn Kassai. But it was not to be. I really hope some of those listening to this podcast do. This amazingly disruptive entrepreneur, the son of an Iranian father and English mother, fled Iran to land in the UK’s second city and its rainiest, Manchester. Since landing a couple of decades back Husayn has achieved more than most of us do in a lifetime already. 
The firm Husayn co-founded, Onfido, achieved the highest valued AI exit the UK has seen to date  in 2024, on its exit to US cyberfirm, Entrust, realising a whopping $650 million. Now, money is not everything and so just to put this into context, this payoff was some 30% higher than the much-lauded DeepMind sell-out to Google. This is an European entrepreneur who has ‘Been there, done that’.
While the ‘loss of DeepMind’ had many in the UK wailing about Europe’s lost gem, the nation  has kept Husayn. He’s staying right here in the UK with his family and recently launched the London AI Hub. Showing his respect to his alma mater, Husayn and co. also returned £4m to Oxford University’s endowment fund - its most successful venture investment. This, despite the fact he dropped out…Sound like Gates and Zuckerberg much?
The UK’s ‘unfair advantage’
Like me, Husayn rates London highly. So much so he is building his next Category-defining play, Quench.ai, which he describes as ‘narrow AI’, right here in West London. If you are at all interested in Category Design, you could do much worse than listen to the reasons why he believes the UK and Europe is the right place to launch the next AI category leader. 
From our perspective, as industry commentators, we agree.
 	The UK’s history of deep era-defining technology invention and adoption - textile machinery, steam engines, railways, steelmaking, synthetic dyestuffs, nuclear physics, computing, jet engines, jet airliners and supersonic civil flight, oh and the world wide web, AI, advanced materials and fintech. The list goes on
 	Trend/Category creation- not just in technology, but combined with a rich history of literature, music, fashion and art. 
 	The UK’s ‘Internationalist’ attitude -  with its financial hub of the City. Our ports, airlinks and our cultural melting pots
 	Smart immigration - invasion by the Romans, Saxons, Vikings and Normans, then Huguenots, Jews, Indians, Irish and Caribbean, more recently Africa and Middle East. Those who strive for more end up on our shores and deploy our talent. How can the US compete with this any more?
 	It all starts with education - Unlike the USA, the UK and Europe’s economies have prioritised, free education at all levels. Given the point Husayn makes about education, we want to
The details of the last point are really what stands out to me from this amazing journey.
 	An Iranian father and English mother who put a premium on his education on his arrival in the UK aged ten 
 	Kind teachers (Mrs Salvatore) who focused on bringing Husayn and his siblings up to speed on English - in her own time
 	Bursaries to Oxford to level up his chances
 	No strings attached funding of a meagre £12,000 with the freedom to pivot and make the usual Product Market Fit mistakes
 	Avoiding the pull of the US and the saccharine of over-raising with VCs
 	Slower, deliberate growth in the PMF phase and then scale up at pace
What is most exciting for us all watching is that these very same lessons will be invaluable in the future as the London AI Hub takes off and Quench brings its offerings to market. Despite all the hype and scepticism, individual stories, like Husayn’s mean, when it comes to AI, the UK is very OK.
Listen to Episode 42 of The Difference Engine: The visionary behind the UK's biggest AI exit ($650 million): Interview with Husayn Kassai here.

### Who will buy TikTok? The billion-dollar question
TikTok's future in the US has been a rollercoaster ride of potential bans, forced sales, and legal challenges. While the dust seems to have settled for now, the question of its ownership remains a hot topic. Who could buy TikTok, and more importantly, who will?
The political landscape
The primary concern surrounding TikTok stems from ByteDance’s Chinese ownership. National security concerns, particularly regarding data privacy and potential influence operations, have fuelled calls for divestiture. This has created a unique situation where a highly successful, globally recognised app is potentially on the market, but with a complex political backdrop.
Tech giants and beyond
Several names have been thrown around as potential buyers, ranging from tech giants to private equity firms. Initially, companies like Microsoft and Oracle were rumoured to be interested. These established players could offer the financial muscle and technological infrastructure to manage an app of TikTok’s scale. However, these deals never materialised, likely due to the political complexities and the sheer size of the acquisition.
Consortiums and private equity
Another possibility is a consortium of investors. This would spread the financial burden and potentially alleviate some of the political concerns by diluting any single entity's control. However, coordinating such a large group and reaching a consensus on strategy could prove challenging. Private equity firms are always in the mix for large acquisitions, and they could see TikTok as a valuable asset with significant growth potential, particularly if they could successfully navigate the regulatory hurdles. However, their focus on maximising returns might clash with the political sensitivities surrounding the app.
International players
One intriguing, though perhaps less likely, scenario is a purchase by a non-US company.  This could appease some of the national security concerns, but it would still raise questions about data access and influence. A European or Canadian company, for example, might be seen as a less threatening alternative to a Chinese company.
The Chinese government's role
The biggest hurdle to any sale is undoubtedly the Chinese government. China has implemented export controls on certain technologies, including those used by TikTok. This means that ByteDance would likely need Beijing's approval for any sale, giving the Chinese government significant leverage over the process. They might resist a sale to a US company, for example, or impose conditions that make the deal less attractive.
Ultimately, predicting who will buy TikTok is a complex puzzle. The buyer will need deep pockets, technological expertise, and the ability to navigate a complex political landscape.  They will also need to convince regulators in both the US and China that the deal is in their respective national interests. Until these factors align, TikTok's ownership will remain a topic of speculation and debate. The future of this popular app hangs in the balance, a testament to the intersection of technology, politics, and global power.

### Code red in Silicon Valley: How DeepSeek rewrote the AI rules
The AI world was rocked last month when DeepSeek, a Chinese AI company, released its R1 large language model (LLM) on January 20, 2025. This unexpected development sent shockwaves through the tech industry, causing a significant stock market sell-off and raising questions about the future of AI development and competition.
DeepSeek's R1 model has garnered attention for several reasons, not all of them positive. First, it was reportedly developed at a fraction of the cost in comparison to models from other companies - a reported less than $6 million in contrast  to hundreds of millions or even billions spent in development by competitors. However, this claim has been disputed, with some experts suggesting that DeepSeek may have cut corners or even replicated elements of leading U.S. AI technologies with lower costs. OpenAI has warned that Chinese firms are actively working to emulate its models using distillation techniques, casting a shadow over DeepSeek's apparent breakthrough.
App store domination and market meltdown
The impact was so fast that within days, the AI assistant mobile app climbed to the top of Apple's App Store chart - surpassing OpenAI's well known ChatGPT app in popularity. This rapid rise in usage triggered a massive stock market sell-off on January 27, 2025, as investors reassessed the valuations of major U.S. tech companies.
The most notable casualty of this market shift was Nvidia ($NVDA), whose stock plummeted 17% in a single day, erasing nearly $600 billion in market value – the largest single-day loss in history. Other tech giants, including Microsoft, Meta Platforms, Oracle, and Broadcom, also experienced significant drops as investors questioned the long-term dominance of U.S. firms in the AI market.
In a surprising twist, Apple emerged as a potential winner. Initially criticised for lagging in the AI race, the company's measured approach now looked appealing. By avoiding the early AI arms race, Apple saved billions and positioned itself to leverage cost-effective AI development techniques.
The GPU shift
The initial stock sell-off was driven by concerns that DeepSeek's cost-effective approach to AI development could disrupt the existing business models of companies like Nvidia, which have relied heavily on selling expensive Graphics Processing Units (GPUs) for AI training and inference. These GPUs, including models such as the Nvidia H800, A100, and H100, are specialised computer chips that have become crucial for AI due to their ability to perform many calculations in parallel. If DeepSeek's innovations are widely adopted, it could lead to a dramatic reduction in AI model training costs, potentially reducing demand for GPU clusters and impacting companies that have built their business models around selling these expensive chips for AI applications.
The invisible data heist 
While DeepSeek's emergence has been hailed as a breakthrough in AI development, it has also raised several concerns. Security experts are urging caution regarding the use of the LLM’s chatbot due to its links to China and the connected potential of implications for personal data privacy. The company's privacy policy states that it can collect user input and chat history for training purposes and share this information at its discretion.
These privacy concerns echo broader geopolitical tensions surrounding Chinese technology companies. In recent years, firms like Huawei and TikTok have faced sanctions due to fears of data being harvested by the Chinese government for intelligence purposes. The rapid rise of DeepSeek has reignited these debates, calling into question national security and the assumed dominance of American firms in the AI market.
Silicon Valley’s new reality
The DeepSeek phenomenon serves as a wake-up call for tech companies and policymakers around the world. It demonstrates that the landscape of AI development is becoming more dynamic and competitive than previously thought, and with that - also potentially more dangerous. As Donald Trump has described this development a "wake-up call" for U.S. companies - not just in terms of competition, but also national security.
DeepSeek's swift rise in popularity has presented Europe with an unexpected lifeline in the global AI race. Previously lagging behind US and Chinese tech giants, European startups now see a potential pathway to innovation through the cost-effective, open-source nature of DeepSeek's R1 model. 
As the dust settles, it's clear that while DeepSeek R1 performs well, it's not necessarily smarter than earlier models - just trained more cheaply. This raises questions about the true nature of DeepSeek's innovation and the potential corners cut to achieve it.
While DeepSeek's rise has undoubtedly shaken the AI landscape, it has also introduced a host of new concerns and potential threats. As the world grapples with these developments, one thing is certain: the AI race has entered a new, more complex phase, with implications that extend far beyond the realm of technology.

### How Press Releases can make or break your business strategy
In the fast-paced world of business, staying relevant and visible in the public eye is essential. One of the most effective tools for achieving this is the press release.
 But what exactly is a press release, and why should businesses consider it a vital part of their marketing and communications strategy?
What is a Press Release?
A press release is a concise, professional document issued by a business, organisation, or individual to communicate important news to the media and the public. It typically conveys announcements such as product launches, company milestones, events, partnerships, or responses to industry trends. The format of a press release is straightforward: it includes a compelling headline, a succinct summary, a detailed body of information, and a call-to-action or contact information.
Press releases are distributed to journalists, media outlets, bloggers, and influencers to inform, and ultimately generate coverage and create buzz. Today, with the rise of digital media, press releases often go directly to consumers via company websites, email campaigns, or social media platforms.
Why Are Press Releases Important?
 Boost brand awareness
A well-crafted press release helps your brand gain visibility in crowded markets. By sharing your news with credible media outlets, you position your business as a key player in your industry. This visibility not only attracts potential customers but also builds trust among existing ones.
 Improve SEO and online presence
In the digital age, press releases serve as a valuable tool for search engine optimisation (SEO). When distributed online, they create backlinks to your website, improving your search rankings. Keywords embedded in the press release help your content appear in relevant search queries, driving organic traffic to your site.
 Establish credibility
Getting your news covered by reputable media outlets enhances your brand’s credibility. A press release allows you to control the narrative and present your business in a professional light. Media endorsements and mentions act as a form of social proof, making your audience more likely to trust and engage with your brand.
 Cost-effective marketing
Compared to large-scale advertising campaigns, press releases are a cost-effective way to reach a broad audience. When distributed strategically, they can yield significant returns in terms of reach and message penetration without straining your marketing budget.
 Facilitate communication during crises
In times of crisis, a press release acts as an essential communication tool. It allows you to provide clear, consistent information to the public and the media, helping to mitigate misunderstandings and protect your brand’s reputation.
Press releases are more than just announcements—they are a bridge between your business and the public. Whether you are launching a new product, celebrating a milestone, or addressing a crisis, a well-crafted press release can amplify your message and enhance your brand’s impact. By incorporating press releases into your marketing strategy, you can stay ahead of the competition and ensure your voice is heard in a crowded marketplace.

### The art of newsworthiness: crafting B2B stories that captivate
In the fast-paced world of B2B PR, understanding what makes a story newsworthy is crucial for capturing media attention and engaging your target audience. A newsworthy story captures attention, informs the public, and often drives conversation. There are five main elements of a newsworthy story.
Timeliness: the heartbeat of news
Timeliness is the lifeblood of any newsworthy story, especially in the rapidly evolving B2B  news cycle where innovations and breakthroughs occur frequently, and being “first to print”  with your story can make all the difference. A good rule of thumb is to focus on developments within the past 12-24 hours. This urgency will always maximise your story's impact. If a reporter gets to the story before you do, you’re far too slow!
Impact: the ripple effect
The magnitude of a story's effect on the public defines its impact. Stories that affect a large number of people or have significant consequences are considered more newsworthy. When crafting your narrative, consider:
 	How many people or businesses could benefit or be affected?
 	What large-scale problems does it address or solve?
 	What are the broader implications for the industry or society?
The greater the potential impact, the more newsworthy your story becomes.
Proximity as a roadblock
When selecting stories for media coverage, it's crucial to balance geographical proximity with audience relevance. While local events may dominate town newspapers, they might not garner national attention. The key is to tailor your stories to resonate with your target audience's interests and concerns.
Consider both the geographical and topical landscape of your audience:
 	Local focus: For regional media, emphasise how broader stories impact the local community.
 	Industry relevance: For trade publications, highlight aspects that directly affect specific sectors.
 	Demographic appeal: Frame stories to address the concerns of your target age group, profession, or social segment.
When pitching global stories to specific markets, localise the angle. For instance, a story aimed at UK media should incorporate a British perspective or demonstrate clear relevance to UK audiences. This approach increases the likelihood of capturing a journalist's interest and securing coverage.
Prominence: leveraging leadership and big names
Name-dropping can be a powerful storytelling tool when used strategically. Mentioning well-known figures or organisations can lend immediate credibility to your story. Stories that can authentically link to high-profile individuals like Elon Musk, political figures, or tech giants like Apple and Google often intrigue journalists more readily (rightly or wrongly)!
The most effective name-dropping places your story within broader industry trends or societal contexts, helping journalists understand the larger narrative implications. 
However, there's a delicate balance to maintain. Excessive or irrelevant name-dropping can quickly diminish your authority and the merit of your ideas. Journalists, particularly those at top-tier outlets, are often skeptical of pitches that rely too heavily on name-dropping, especially if the connections seem forced or tangential to the core story.
Storytelling will always be the hidden weapon
PR is not just about having a story to tell; but about how you communicate its value. A well-crafted story doesn't just list features and benefits; it shows why they matter in the broader context of industry challenges and opportunities. By weaving these elements of newsworthiness into a compelling narrative, you can transform complex concepts into engaging stories that resonate with both the media and your target audience.
Making your story newsworthy requires a blend of timeliness, impact, relevance, prominence and creative storytelling. By focusing on these elements and crafting narratives that speak directly to your industry's needs and challenges, you can elevate your PR efforts and ensure your innovations get the attention they deserve in the competitive media landscape.

### How to stay up-to-date with the constant news cycle
In public relations staying informed isn’t just critical, it is fundamental to being able to perform the role. The news cycle shapes public perception, drives conversations and impacts brand reputations, and a single story can create opportunities or crises for brands that must be seized or handled. 
The ability to respond swiftly and strategically often defines success. To navigate this ever changing landscape PR professionals must adopt efficient approaches to news consumption, ensuring they remain proactive and prepared to act on emerging trends and issues. 
Prioritise credibility and context
For PR professionals, accurate news is essential, as your strategies depend on reliable information. Start by relying on trusted sources like BBC, Reuters, or The Telegraph, while also following industry-specific outlets tailored to your field, whether tech, finance, or healthcare.
It’s also equally important to understand the context behind the headlines. Many are designed to grab attention, but may lack nuance. Digging deeper and consulting multiple outlets ensures you have a well-rounded view, helping you make informed decisions and craft effective responses.
Use alerts and newsletters strategically
Staying informed without feeling overwhelmed requires smart use of tools like news alerts, Google Alerts, and newsletters. News app notifications (e.g. BBC News, Apple News, or CNN) keep you updated on major breaking stories in real time. By enabling selective notifications, you can focus on topics that matter most without being bombarded by minor updates.
Google Alerts offers a customisable way to track specific keywords, topics, or even your brand name. These updates arrive directly in your inbox, making it easy to monitor industry trends, competitors or mentions of your company as they happen.
For a broader, more structured overview, newsletters such as Times Business or industry specific ones such as, The Stack provide concise daily summaries. Delivered in the morning, they help you kickstart your day with a snapshot of key developments. Aggregator services like Ground News centralise multiple news sources in one place with added context and analysis, streamlining consumption with a trade off in detail. 
Follow journalists and news accounts on social media
Social media platforms like Twitter (X) are invaluable for real-time news. Many journalists and media organisations use these platforms to share breaking news and behind-the-scenes insights. Following credible sources ensures you’re getting verified information rather than rumours or opinionated takes. For a more tailored experience, create curated lists or follow hashtags related to specific topics. This keeps your feed focused on news rather than personal updates or distractions.
Turning information into opportunity
Staying up-to-date with the news cycle is a necessity for those in public relations or communications. Being informed is not just about knowing what’s happening, it’s about understanding how events shape the narrative and being prepared to shape it in turn. With the right strategy, you can stay current and ready to lead the conversation.

### AI, Authenticity, and Hybrid Strategies top PR Trends for 2025
As we barrel towards 2025, the pace of technological change shows no signs of slowing. From AI-driven-everything to upcoming seismic shifts in the regulatory landscape, the year ahead promises to reshape industries and redefine how we live, work, and connect. 
This article explores the top technology trends poised to dominate 2025. Whether you’re a tech enthusiast, a business leader, or simply curious about the future, these trends will offer a glimpse into what lies ahead in the rapidly evolving digital landscape. Let’s dive into the innovations that the Positive team think will shape our world in the coming year.
Trump era’s UK Tech repercussions
The expectation is that the Department of Government Efficiency (DOGE) will lead to a much-needed pruning of US Government spending. As hiring freezes and layoffs bite, the need for automation and the use of IT is likely to pick up.
Other areas of change in tech will likely be the slackening of regulation on both AI and crypto. Depending on the move of our leaders in the UK and EU, our innovations in this space could make us more, or less, attractive to domestic or US tech buyers.
Finally, the antipathy of the last Trump presidency towards China will affect the planned IPO of Shein in London and the fate of Chinese-controlled brands like TikTok and Temu. We think accommodation will be reached, as Trump loves a deal. 
AI might actually bring some benefit from Brexit
The ‘take back control’ mantra always sounded off to sophisticated marketing teams in tech. They know just how dependent on collaboration modern tech is. However, as regulations on key AI tech start to diverge, there is a chance for the UK to win out. If the EU takes a very controlling stance, and the US business-friendly stance on AI, there is an opportunity for a ‘middle ground’ for the UK. Played correctly, an AI-friendly regime in a country known for its justice, could appeal to many of the world’s largest and fastest growing companies.
April will be the crunch month for tech in the UK
The hike of Employers National Insurance up by over a tenth (11%) will increase the cost of hiring UK-based staff. The effects of this will be felt in April but before then businesses are building their hiring plans for 2025. Seeing past this tax on jobs is hard, and employers will be looking for any productivity increases they can achieve from the use of non-UK workforces. 
Here again AI can play a positive role, offsetting the increased costs for headcount, by enabling more smart and agile virtual teams. These will be made up of inhouse subject matter experts and agency teams with deep AI skills. Those tech vendors who will profit most from this are those who can manage relationships, and spot the true incremental value of focused external agencies.
AI means Creatives will need to get, er, creative
It could be argued that creative types with specialist skills ranging from messaging to branding, video-editing to graphics design have overplayed their cards. Equipped with well-developed ‘right brain’ skills and using special creative suite tools, they remain a critical component of business success.
However, the AI genie is out of the bottle and the abundance of text-to-video and AI-generated image and copy solutions, means the ‘frustrated creative’ in their colleagues threatens their livelihoods. The solution is to supercharge their skillset with AI as their superpower and to pay much closer attention to the results marketing needs to deliver, and align themselves more with the objectives of performance marketing pros.
The SaaS era is over
‘Build it and they will come’, ‘Move fast and break things’ and “Software is eating the world” were fabulous sayings for the era when Software as a Service (SaaS) was growing strongly. The signs are that the SaaS era is over. SaaS megastar firms like Salesforce are slowing down as enterprises both tighten their belts, shedding vendors and consolidating all the SaaS applications they splashed on in recent boom years. The real squeeze is when they realise, rather than buy off the shelf software by the glass, they can selfcode their own applications with AI and lose the expensive drip, drip, drip of cloud subscriptions. AI-Driven development will dominate coding and app development, with AI tools like Copilot, ChatGPT, Gemini, becoming essential in coding workflows, automating repetitive tasks, debugging, and even suggesting architectural designs. 
First AI or robot ‘murder’
Are we able to hold AI responsible for careless acts? The lawyers want to know and will no doubt find a way to build a case. Whether that is taking over critical systems in infrastructure at a national level, or steering a car incorrectly for a driver and her passengers, there is a lot of room for debate. Even if we can accept robots being statistically safer at certain tasks than humans, will our Robophobia prevent us from accepting any failure when it comes to human life? The founders of the AI giants need to ‘lawyer up’ in anticipation of the courtroom dramas.
Open Source Will Be Solidified as the Backbone of AI and Cloud Development.
Open source communities will drive innovation in AI and cloud infrastructure, with platforms like Kubernetes, TensorFlow, and PyTorch continuing to lead. Companies will increasingly contribute to open source for credibility and access to talent. We’ll see increased partnerships between corporations and open-source projects, particularly in AI ethics, cloud scalability, and global collaboration tools, with big enterprises such as Google and Meta investing more resources in ensuring open-source AI frameworks align with global regulations and are interoperable with proprietary solutions.
AI PAs
AI powered personal assistants will become indispensable. They will evolve into intelligent companions, seamlessly integrating into our daily lives. They will understand our needs, preferences, and emotions to manage schedules, and provide personalised recommendations.
LEO Satellites and 5G Connect the World's Remote Areas
Thanks to the rollout of LEO satellites and 5G, remote regions finally get high-speed internet, transforming education, business and everyday life. Villages that were once digitally isolated now enjoy the same connectivity as major cities, levelling the playing field and (hopefully) making the digital divide a thing of the past.
Composable Commerce Transformation in B2B
B2B organisations will increasingly adopt composable commerce architectures, moving away from monolithic systems. This shift will enable businesses to create more flexible, modular digital commerce experiences that can rapidly adapt to complex procurement processes. Companies will leverage microservices and API-first approaches to build custom solutions that integrate seamlessly with existing Enterprise Resource Management (ERP), Customer Relationship Management (CRM) and inventory management systems. This trend will be particularly pronounced in industries with complex supply chains.
Cyber Gets Physical 
We can expect a significant surge in "cyber-physical" attacks targeting smart cities and Internet of Things (IoT) ecosystems, posing a grave threat to urban infrastructure and services. As cities increasingly integrate IoT devices and interconnected systems to enhance efficiency and sustainability, they inadvertently create a larger attack surface for cybercriminals. The consequences could range from traffic chaos and power outages to compromised water quality and disrupted emergency services, causing potentially causing widespread disruptions to daily urban life.
Social Stratification
By 2025, all UK governments will raise the age limit for social media use to 16 years old. Studies continue to show strong correlations between early social media use and negative mental health outcomes in children and teenagers. This growing body of evidence will likely push policymakers to take more decisive action in line with similar social bans around the world. 
AI bridges the augmented reality gap 
AI will continue to dominate the talking points regarding technological developments in design. It will be a constant race and play for power to see who is designing with the most innovative techniques. AI Image and video generation will be used more regularly as the AI models will become more accessible and make it easier to develop visuals through prompts. Integrating AR and 3D design into projects will become easier with the use of AI and will be a common trend in marking and advertising. 

### The micro and nano influencer revolution
Influencer marketing has evolved into a cornerstone strategy for many successful brands. While traditional macro-influencers, individuals with millions of followers, still hold significant sway, a new breed of influencers is gaining popularity: micro and nano-influencers. 
These individuals, with smaller but highly engaged audiences, are proving to be a potent force in brand marketing.
Small influencers, big impact 
Micro-influencers typically possess social media follower counts ranging from 10,000 to 100,000, while nano-influencers have even smaller audiences, often under 10,000. Despite their smaller followings, their unique qualities such authenticity, niche expertise, and responsiveness, render them highly effective marketing partners.
Micro and nano-influencers often exhibit higher engagement rates than their macro-influencer counterparts, because their content is often more relatable, and focuses on fostering relationships with audiences. Their followers tend to be more loyal and receptive to their recommendations, fostering a stronger connection between the influencer and their audience.
The triple threat 
These influencers frequently specialise in specific niches or interests in areas like technology, travel, and fashion, allowing them to connect with highly targeted audiences. This niche expertise enables them to deliver more relevant and authentic content, resonating deeply with their followers. They often share personal experiences and recommendations, creating a sense of trust and credibility with their audience.
Compared to macro-influencers, working with micro and nano-influencers is often more cost-effective due to their lower charge per-post, making it a viable option for businesses of all sizes. This affordability allows brands to allocate their marketing budget more efficiently and reach a more relevant audience.
Driving awareness and engagement 
By collaborating with micro and nano-influencers, brands can reach new audiences and increase their brand visibility. Authentic endorsements from trusted influencers can significantly enhance a brand's reputation, building trust and credibility with consumers. Micro and nano-influencers can spark conversations and generate buzz around a brand, leading to increased customer engagement. By encouraging interaction and sharing, these influencers can help brands build a stronger online community.
The targeted and engaged nature of micro and nano-influencer audiences can lead to higher conversion rates and increased sales. Their authentic recommendations can directly influence purchasing decisions, driving revenue for brands.
Measure, track and optimise 
With the right tracking tools, brands can measure the effectiveness of their micro and nano-influencer campaigns and optimise their strategies accordingly. By analysing key metrics such as engagement rates, click-through rates, and sales conversions, brands can make data-driven decisions to improve future campaigns.
Finding the right micro and nano-influencers is crucial for a successful campaign. Clearly defining your target audience and their interests is the first step in identifying influencers who align with your brand's values and messaging. Platforms like HypeAuditor, AspireIQ, and Traackr can help you discover and analyse micro and nano-influencers. These platforms provide valuable insights into an influencer's audience demographics, engagement rates, and past performance.
Making use of relevant hashtags and keywords on social media platforms can help identify influencers who are actively engaging with the preferred target audience. By monitoring these platforms, you can identify potential partners who share your brand's interests.
By leveraging the power of micro and nano-influencers, businesses can create more authentic, targeted, and effective marketing campaigns. As the influencer landscape continues to evolve, it's essential to embrace the potential of these smaller but mighty influencers.

### TikTok vs. Google: How TikTok became the go-to search engine in 2024
“Just Google it”. The phrase is a universal shorthand for “search for it online”. The fact it is so ubiquitous underlines Google’s dominant position at the top of the search engine pile. 
That success was built on continuous improvements to its PageRank algorithm, its massive web index, its ease of usability, and ecosystem of other services - giving Google a search market share of over 90%.
So you might be forgiven for thinking that Google could safely laugh off the idea of losing market share to an indirect competitor like TikTok, but recent changes in the social video giant’s approach to search advertising have made this surprisingly likely. 
For an idea of just how dominant Google is in the realm of search, just ask Microsoft how happy it is with Bing’s anaemic 3.5% market share (Or better yet, Ask Jeeves). Google has had a 20 year run of demolishing the competition, but its recent tinkering and ruining of its search function has jeopardised its position. This is in part due to the Google-ads side of the business muscling in on the Google-search side of the business - pointed to by many as the reason for worsening search results. Users were seeing more paid-for and affiliate marketing results, rather than results that were the most useful. 
Eat out for lunch, or eat rocks?
This was compounded by Google’s recent implementation of AI at the top of its search results list, which encouraged users to add glue to their pizzas, and to eat rocks. Meanwhile TikTok has been quietly beefing up its search credentials among its core audience of Gen Z. A study by Adobe exploring how young people use TikTok search found that 41% of consumers have used TikTok as a Search Engine, rising to 64% among Gen Z respondents. However only 1 in 10 Gen Zers said they were more likely to rely on TikTok than Google as a Search Engine.
Digging a little deeper into the data, an often cited quote from Google senior vice president Prabhakar Raghavan goes: “In our studies, something like almost 40% of young people, when they’re looking for a place for lunch, they don’t go to Google Maps or Search. They go to TikTok or Instagram”. That doesn’t mean that almost half of young people have switched to using TikTok over Google search for everything, but it does show that TikTok could be the preference for searching for certain things, particularly among Gen Z. 
Fragmentation of media buying
So why is that potentially concerning for Google? Well, because of how TikTok is starting to monetise its search function, with it recently entering the search advertising space. What that means for users is that when they begin typing on TikTok’s search icon, ads will now appear within the search results, integrated naturally into the user’s in-feed experience. In ad-speech, this approach ensures that ads are both contextually relevant and will drive high engagement. On the advertiser’s side: TikTok Search Ads Campaign comes with a suite of planning features, keyword targeting, bidding capabilities and creative tools.
The idea of losing search engine market share would be bad for Google, but the idea of losing potential ad revenue to anyone, especially TikTok, would be much more concerning. Given just how dominant Google’s search advertising market share is, any dollar that is spent advertising on any other platform is usually a dollar that isn’t being spent with Google. The fact that this threat is coming from a social media platform - an area that Google has spectacularly failed to crack - adds salt to the wound. 
The jury is still out on exactly how effective TikTok’s take on search advertising will be. But it speaks to a wider trend of diversification in the advertising space. Given how differently Gen Z engages with almost everything online, and how Google is giving people reasons not to use its search engine, TikTok won’t be the last competitor eyeing up their own slice of the $300Bn search advertising pie. 

### Information overload: dive into the 21st century's data deluge
The average citizen of the 21st century has become accustomed to a life where the constant stream of information comes at a pace our brains simply cannot keep up with.  
From endless ‘doom-scrolling’ on social media feeds to the constant barrage of news alerts, the modern world is drowning in data. This "info-mania" is a defining characteristic of the new generation of digital natives, who has grown accustomed to having everything – every fact, falsity, and unfiltered opinion – at their fingertips.
The age of misinformation
Our social media feeds have become our personal windows to the world. The old saying told us people’s eyes are the window to their soul - now it's their Instagram feed. Yet, these windows more often than not offer a distorted view. Algorithms, designed to keep us engaged, curate content based on our past interactions, preferences, and beliefs. This can lead to a phenomenon known as the echo chamber effect.
The echo chamber acts as a metaphorical space where a particular viewpoint is amplified and reinforced, shutting out dissenting opinions. This means our feeds are filled with content that aligns with our existing beliefs. Over time, this can create a warped perception of reality, as we become convinced that our own experiences and opinions are representative of the broader population.
For example, if we frequently engage with content about climate change, our algorithms will likely prioritise similar posts, reinforcing our belief in the urgency of the issue, and misleading us into believing that the issue is just as prevalent for others as it is for us. But this can lead us to underestimate the prevalence of dissenting views. Many people will have experienced the perplexing realisation that a topic they deem critically important seems largely ignored by mainstream media. The truth is, their unique algorithm might be inundating them with such content, while others remain largely unaware.
The overwhelming amount of information we consume daily can make it difficult to distinguish between fact and fiction, which is exacerbated by the growing amount of people getting their news from social media. One of the primary reasons for the spread of misinformation is the ease with which it can be disseminated online. 
Social media platforms, with their vast user bases and algorithms designed to maximise engagement, can amplify false or misleading content at a rapid pace. Those who are not familiar with the topic, or who are predisposed to believe certain narratives, can fall into the trap of believing everything they see online. 
Platforms like Elon Musk’s X with lax moderation and unfiltered, uncensored images, can expose us to disturbing content, leaving a lasting impact. For those whose jobs require staying up-to-date with the news cycle, the constant exposure can be overwhelming and depressing. The 24/7 news cycle bombards us with threats, real and perceived, triggering the fight-or-flight response and flooding our bodies with stress hormones like cortisol and adrenaline. 
The technology that promised to connect us and organise the world around us seems to have yielded paradoxical results. We are drowning in data, and many find themselves yearning for a time when information was a curated experience rather than a constant, overwhelming tide. So the question remains: how can we navigate this flood of information in the information age? 
The irony is that whilst our phones now possess more processing power than the most advanced computers of just a few decades ago, our ability to manage the information they hold seems to be diminishing. 
If you want to stay connected, it's nearly impossible to escape, leaving little room for independent thought or true contemplation. Finding accurate information can seem like a monumental task, especially when even trusted news outlets have biases. This can seem like a losing battle when you’re in a job which requires you to stay ahead of the news cycle. 
Generative AI - silver bullet or Pandora’s box?
Generative AI could act either as a potential panacea for this informational malaise, or exacerbate the problem. Gen AI has promised to revolutionise how we navigate the waters of online information. By leveraging advanced natural language processing and machine learning, generative AI could serve as a discerning filter, aggregating and analysing vast troves of data to present users with balanced, comprehensive summaries of complex issues. The technology's potential is manifold. It could cut through the cacophony of the 24-hour news cycle, prioritising noteworthy information and providing much-needed context. 
However, as with any technological silver bullet, caution is warranted. The efficacy of these AI systems will hinge on their design and implementation. Transparency in their curation and presentation of information will be crucial to engender trust and ensure they enhance, rather than further muddy, our digital information ecosystem. Moreover, the potential for these systems to perpetuate existing biases or inadvertently spread misinformation is a very real threat, which we have already seen play out. 
The promise of more accurate, unbiased information is tantalising, but it shouldn’t be treated with blind faith. While generative AI may prove a powerful ally in our quest for knowledge, it doesn’t (yet) obviate the need for human discernment and critical thinking in navigating the digital information landscape.
Despite the seemingly unceasing challenges, there are strategies to navigate the digital deluge effectively. Cultivate a critical mindset and verify information from multiple reputable sources. Curate your content by following trusted accounts and unfollowing those that consistently spread misinformation. Take regular digital detoxes to reduce information overload and seek out diverse perspectives to broaden your understanding of complex issues. 
By adopting a balanced approach we can support quality journalism and leverage technology for good. The digital age presents unique opportunities for knowledge and connection, but it demands that we be discerning consumers and proactive in shaping our online experiences.

### Tech events are back - but they’re different
Good news! The crowds at tech shows in EMEA are back, and the shows themselves have changed. The organisers know they need to work harder to attract crowds to venues, or even out of town, for their attendees and so they are upping their game.
The content is now more compelling - because it needs to be. Where once vendors ruled the roost and talked at users, today's shows, like today's media, rely on user-generated content. 
It is also more diverse. It is more likely you will see an all-female panel of real users discussing the issues they face, than watch a Jobs-inspired tech evangelist mansplain why his vision is better than his rivals. It’s refreshing and necessary to burst out of the crusty tech of old.
For PRs though the stakes are higher. The press and analysts often plan 'flying visits' and want access to senior executives only. Every media relations team needs to bring their A Game. 
Given the rise of hybrid working and the prevalence of computing in all lines of business, the audiences too have changed.  It is also fair to say that reduced IT budgets mean on-stand discussions are more precious than ever. No longer does the crowd look like overgrown students; now the crowd includes those who care more about business value than feeds and speeds.
What the revival of events mean for Tech PR teams
This year’s event season highlighted the importance of industry gatherings for PR professionals and the diversity of events is crucial to our learning. Attending the International Cyber Expo was a valuable experience, bringing together a diverse group of cybersecurity experts, innovators, and decision-makers.
Events like this can only help younger PR professionals better understand and communicate with their target audience. Interacting with cybersecurity professionals can give insights into their priorities and concerns.
The agenda was filled with informative sessions covering topics such as emerging cyber threats and best practices in risk management. These sessions provided valuable knowledge that we can apply directly to PR strategies, ensuring messaging aligns with the latest industry trends and audience needs.
Spreading the word across borders 
Outside the UK, international events offer unique opportunities for building bridges across borders, as exemplified by our experience at a recent client-organised conference in Berlin. This event provided an invaluable platform to connect deeply with our clients' top brass and its international customers. 
The technical yet meaningful conversations and shared global industry insights helped build stronger relationships whilst offering invaluable learning opportunities. The diversity of local perspectives mixed with internationally-shared expertise at such events enriches professional horizons and enhances networking.
The Positive team often provides comprehensive support to our clients at their international events, ensuring every aspect of the media relations programme was tailored to their specific needs. 
Our focus was on facilitating smooth operations while maximising opportunities for them to connect with industry thought leaders. Additionally, we strategically positioned our client in front of the right journalists, which culminated in a dedicated feature in The Guardian.
Tackling Big Data
In September, Positive also attended Big Data London (BDL), a show we launched over half a decade ago. My, how it has grown.
The BDL discussions revolved around how organisations can guarantee the trustworthiness, timeliness, and relevance of their data, which is precisely where observability proves invaluable. 
Observability is a tech sector where we are seeing big client growth so attending the conference provided a unique opportunity to delve deeper into this evolving field. It was refreshing to see industry experts align on the idea that observability is not just an add-on but a necessity in today’s data-driven landscape. 
Talks by industry leaders like Ramon Chen and Mahesh Kumar from Acceldata and Pete Williams from Penguin Random House UK stressed the growing importance of data observability in ensuring data quality, operational efficiency, and cost savings. 
Events have re-emerged as powerful tools for PR agencies. They offer unparalleled opportunities for direct engagement, knowledge acquisition, and relationship building. By leveraging the unique aspects of modern events - from diverse panels to global perspectives - PR agencies can create significant value for their clients. 
As the event landscape continues to evolve, embracing these opportunities will be crucial for PR professionals seeking to stay ahead in an increasingly connected and dynamic business environment. Events are indeed back like they never went away, offering renewed vigour and potential for those ready to seize it.

### Tech titans or tech timid? The budget could show real commitment to the industry
The UK’s Autumn Budget announcement is imminent. This is a particularly significant budget for the tech sector as its the first of a new government. 
Despite lofty promises from political parties to cement the UK's position as a global tech leader in their manifestos, both manifestos cast doubt on the government's actual commitment to this vision. 
With the Prime Minister warning of a 'painful' budget and 'big asks' from the public, it's crucial the tech industry's needs are not overlooked, as it is a massive driver of economic growth. So let’s look at what the upcoming budget could bring to the UK's tech sector.
Correcting the investment setback
In August, the Department for Science, Innovation and Technology announced the shelving of £1.3 billion worth of investments earmarked for UK tech and AI projects, citing a lack of available funding. This decision has led to accusations of the new Government having 'low' ambitions for the UK tech sector. 
The launch of the AI Opportunities Action Plan to identify optimal investment strategies in computing infrastructure and AI is a step in the right direction. However, we will need to see more financial commitment towards substantial, ring-fenced funding for tech and AI projects that will drive innovation and maintain the UK's competitive edge on the global stage.
A skills and education overhaul
One of the most pressing issues facing the UK tech sector is the widening skills gap. It's estimated that 30% of cyber firms in 2024 have faced problems due to a technical skills shortage. The budget must address this challenge head-on with significant investments in digital skills initiatives. We need to see:
 	Funding for comprehensive digital literacy programmes across all levels of education
 	Support for retraining and upskilling programmes for the existing workforce
 	Incentives for businesses to invest in their employees' digital skills development
 	Initiatives to attract and retain top tech talent from around the world
We can’t afford cyber as our weakness
Given the increasing importance of cybersecurity and the potential threats to national security, we expect to see a continued focus on this critical area. Recent attacks on CNI (NHS/TfL) and government institutions have highlighted the urgent need for robust cybersecurity measures. The budget should include:
 	Critical infrastructure protection: there needs to be a significant increase in the allocation of resources to protect vital infrastructure such as power grids, transportation networks, and healthcare systems from cyber attacks.
 	Cyber threat intelligence platforms: substantial investment in advanced cyber threat intelligence platforms is needed to provide real-time insights into emerging threats. This will enable proactive defence strategies and enhance the UK's overall cybersecurity posture.
 	Public-private partnerships: funding and incentives is essential for collaboration between government agencies and private sector cybersecurity firms to foster innovation and knowledge sharing.
The quantum dilemma: harnessing potential while avoiding disaster
As mentioned, the government’s withdrawal of £1.3 billion in funding for deep tech projects, initially promised by the Conservative government, has raised concerns. One particular area of concern is around quantum computing.
There was a deafening silence from the previous government on its commitment to the 10-year roadmap for quantum they laid out, despite it requiring serious attention. The Labour government now has the opportunity to expand on quantum plans.
Despite the endless benefits of quantum and the need for quantum investment, there is little attention or funding towards the threat that these computers will have the capacity to render all existing forms of encryption and security redundant. 
Whether it is decrypting government secrets or organisational networks, the quantum arms race is very real and so are its consequences.
Therefore, it would be seriously beneficial for the government to invest in securing all critical national infrastructure which will fall in the event of an operational quantum computer. 
Invest to be a tech leader
The upcoming autumn budget represents a pivotal moment for the UK's tech sector. While the economic climate may be challenging, failing to invest in technology and innovation now will have long-lasting consequences for the UK's global competitiveness and economic growth.
The government needs to move beyond vague platitudes and make concrete, substantial commitments to support the tech industry. This includes rectifying the recent investment cuts, addressing the digital skills gap, and bolstering our cybersecurity capabilities. Only through decisive action and strategic investment can the UK truly live up to its ambition of being a global tech leader.

### Why press trips still matter - into The Matrix Conference in Berlin
Our client’s first international press trip was an unforgettable experience that exceeded my expectations and left an indelible mark on my professional journey. 
I've attended countless industry events domestically, but none quite prepared me for the thrill and magnitude of attending the Matrix Conference in Berlin, Germany.
Building bridges across borders
The conference provided an in depth platform to connect with our clients’ international customers on a profound level. Engaging in meaningful conversations, sharing industry insights with a global perspective, and building stronger, more nuanced relationships were invaluable experiences. I was particularly impressed by the diversity of perspectives and the sheer breadth of expertise represented at the event. This melting pot of ideas allowed for stimulating discussions and valuable learning opportunities that I couldn't have encountered elsewhere.
Beyond the boardroom
Beyond the professional aspects of the conference, Berlin itself was a captivating city to explore, presenting a blend of history and modernity. From the iconic Brandenburg Gate, a symbol of reunification, and the historic Reichstag building, a testament to the country's democratic journey, to the vibrant nightlife, there was always something new and exciting to discover. 
The city's rich history, evident in the remnants of the Berlin Wall and the poignant memorials scattered throughout, created a truly immersive experience. All of the Cold War ambience made the secure communications topics we were here to learn about seemed really fitting in a time of war. 
 
A lasting impact
Attending my first international event in Berlin was a truly enriching experience that has shaped my approach to client relations and broadened my professional horizons. The benefits in terms of networking, gaining global insights, and strengthening client relationships were immeasurable. Moreover, the city itself added an extra layer of excitement and cultural enrichment.
As I look ahead in my career, I am already eagerly anticipating my next international adventure, armed with the knowledge and experiences gained from this remarkable trip. The Matrix Conference in Berlin has set a high benchmark for future events, and I am more motivated than ever to seek out such enriching opportunities.

### Building your Credibility Capital for B2B Tech
Credibility has replaced Attention
In the frenetic world of marketing, flashy visuals and attention-grabbing taglines often dominate the landscape. These tactics generate short-term buzz for Business-to-Consumer (B2C) products, but they fail to engage Business-to-Business (B2B) technology buyers. 
B2B Buyers are cynical, they don’t suffer fools and often despise random acts of marketing. There, we’ve said it. B2B Tech success hinges on one fundamental principle. Credibility.
Credibility is the bedrock of B2B trust
Seeing is believing for tech buyers. Proving hard-to-impress B2B Tech buyers your solution is reliable and can deliver long-term value is hard. But the payoff is worth it. Loyal B2B clients persuade their peers, conversation by conversation, you are the real deal. 
It may seem counter-intuitive, but less chatter and fewer words convey credibility. Word of mouth conveys credibility.
Attention distracted us for years
B2C buyers seek instant gratification and impulse purchases. What does credibility matter to fast fashion or influencers? 
In contrast, enterprise buyers invest in B2B Tech solutions that impact their core operations. This could mean betting their entire careers on a technology decision.
This means tech vendors’ success depends on demonstrating credible evidence of current and future value. B2B marketers need to communicate this by nailing problems hidden below the surface, uncovering known AND unknown issues. They don't need fleeting moments of attention, they need to earn deep consideration. This nuance was often lost in the go-go, zero interest rate exuberance of recent years.
Generative AI makes credibility golden
B2B Tech buyers are not easily impressed by ‘easy wins’ like ranking top on Google searches or watching preachy social media. They look deeper and enjoy self-discovering provably credible solutions. They back their own judgement. This makes Large Language Models ideal for their journey.
Even the once all-powerful industry analysts have changed tack. They now own many of the peer recommendation engines which have replaced conferences. Their eye-watering ‘consultation tax’ is on the wane. For marketers wedded to these tactics, the gig is up. A new era of credibility has dawned and it is powered by AI-first product discovery.
Credibility Capital the smartest long-term investment
Positive is looking to replace marketing for B2B Tech. We understand the value of seeking and building Credibility Capital. 
We're the world’s first Credibility Capital consultancy. Our focus isn't on crafting fleeting experiences. We build sustainable brand value where B2B buyers store their credibility capital - their minds.
Our team understands establishing credibility in the minds of seen-it-all B2B Tech Buyers takes time and requires a deliberate Credibility Capital. We deploy a five stage approach.
 	Deep market understanding
We seek first to understand. What matters most to us is Difference. Our positioning is based on our Category Design roots.
 	Buyer issue empathy
The emphasis from start to finish is on WIFM? Buyers dominate all our thinking, so we build clear personas for all our work and update them regularly
 	Proof-based assets
We partner to develop tactic-independent content demonstrating in-depth knowledge of buyer issues, showcasing customer successes, dealing with buyer issues point by point to build lasting credibility
 	Credibility guardrails
Every now and again events occur which threaten our credibility. In the digital world this can be unexpected, fast and overwhelming. This means your Credibility Capital is always at risk. Our well-oiled processes, plan for the worst as well as hoping for the best.  
 	Crystallising Capital gains
Over two decades we’ve worked with over 100 tech companies. When the time comes to capitalise on the value you have built up, we can advise. Whether it is a merger or acquisition we have the playbook.
The Credibility Capital pay off
The benefits of Credibility Capital for B2B brands are long-term. Trusted customers become loyal partners, advocates for your brand, and a source of valuable referrals. They expand the engagement of others with your B2B technology offerings. The most credible players win more market share, avoid market disruptions and create opportunities others never see.
Credibility Capital is an investment in your company's future 
Contact Positive today to discuss how we can build your credibility capital to propel your business forward.

### Data Observability Takes Centre Stage at Big Data LDN
In a data-centric world, it’s no surprise that observability took centre stage at Big Data London 2024. 
The discussions revolved around how organisations can guarantee the trustworthiness, timeliness, and relevance of their data, which is precisely where observability proves invaluable. This process extends beyond merely monitoring data flows; it emphasises  a culture of reliability and integrity in data practices.
Attending the conference provided a unique opportunity to delve deeper into this evolving field. Talks by industry leaders like Ramon Chen and Mahesh Kumar from Acceldata and Pete Williams from Penguin Random House UK stressed the growing importance of data observability in ensuring data quality, operational efficiency, and cost savings. It was refreshing to see industry experts align on the idea that observability is not just an add-on but a necessity in today’s data-driven landscape.
The essential role of active metadata
Ramon Chen’s session explained how data observability is more than just a trend; it’s essential for maintaining trust in data across an organisation. With data pipelines becoming increasingly complex, organisations often face issues like data drift (where the meaning or behaviour of data changes over time), schema drift (unexpected changes in the structure of the data), and pipeline inefficiencies (bottlenecks that slow down data processing or lead to errors). Chen emphasised how traditional data tools often fail to catch these issues early, causing problems at the consumption layer, where they’re much harder and more costly to fix. By adopting observability practices, businesses can track data in real time, spot anomalies earlier, and optimise their infrastructure, which leads to significant cost savings and increased reliability.
A key takeaway from Chen's talk was how active metadata plays a crucial role in observability. Instead of merely cataloguing data passively, organisations can use active metadata to generate proactive alerts and insights, which can prevent issues before they escalate. This shift toward proactive data quality highlights the future of data management, where observability goes beyond quality checks to ensure continuous pipeline health and operational efficiency.
The Three E Framework for Building Trust in Data
Pete Williams’ session built on these ideas, introducing the Three E Framework for building trust through observability: Establish, Enable, and Exploit. He explained that trust in data starts with building a robust platform that ensures pipeline transparency and data governance from day one (Establish). To fully harness the power of observability, organisations must also Enable their teams by fostering data literacy—ensuring that everyone within the organisation understands how to use and benefit from the data platform. This involves getting teams aligned on the value of data observability and making sure they’re equipped to leverage the insights it provides. Finally, in the Exploit phase, organisations combine their technical foundation and knowledgeable workforce to fully use observability for better decision-making and operational efficiency. This perspective resonated deeply with me; true transformation requires buy-in from all levels of an organisation.
Managing Data Entropy with Observability
Mahesh Kumar from Acceldata emphasised the importance of observability in managing data entropy. He explained how the increasing volume and variety of data types, coupled with higher business demands, create chaos within data pipelines. Observability is the key to managing this entropy. He shared real-world examples of companies who saved millions by reducing data drift, pipeline failures, and cloud costs. From improving sales forecasts to enhancing data engineer productivity, Mahesh demonstrated that observability isn’t just about data quality—it directly impacts the bottom line. This realisation is vital; organisations that fail to embrace observability may find themselves lagging behind their competitors.
Embracing observability is not just a technical enhancement, but a fundamental shift in how organisations operate. The insights gained from Big Data London reaffirmed my belief that investing in observability can lead to more informed decision-making, greater efficiency, and a stronger competitive edge. 
Observability is a foundational pillar for organisations aiming to navigate the complexities of modern data environments. By incorporating active metadata and promoting a culture of transparency, businesses can not only measure but also enhance their observability practices. This holistic approach empowers organisations to build trust in their data, adapt swiftly to changes, and unlock new levels of efficiency and innovation.

### Lights, Camera, Clients: How to Secure Broadcast Opportunities
In today’s saturated media landscape, securing broadcast opportunities isn’t just a nice-to-have—it’s a game-changer for building credibility, boosting brand awareness, and driving business growth.
 But how do you get your CEO, CTO, or other subject matter experts (SMEs) on TV, radio, or podcasts? And why is PR the secret weapon that makes it happen? 
1. Broadcast Media Amplifies Your Message
Broadcast media remains one of the most impactful ways to reach and influence a broad audience. From morning news segments to popular podcasts, these platforms provide the reach and message amplification that digital ads often can’t match. A strategic interview on a major network can introduce your brand to millions in mere minutes, instantly boosting credibility and positioning your company as an industry leader.
2. Mastering the Pitch: The PR Professional’s Secret Skill
Landing a broadcast opportunity goes beyond emailing a producer—it’s an art form that requires strategic storytelling and a deep understanding of what producers are looking for. We tailor your story to fit the tone and audience of the show, making it irresistible to broadcasters. By aligning your narrative with trending topics and news cycles, we increase the likelihood of securing that sought-after slot on air.
3. Leveraging Media Relationships for Maximum Impact
PR isn’t just about the pitch; it’s about who’s doing the pitching. Our established relationships with journalists, producers, and media personalities are built on trust and a track record of delivering compelling stories. These connections are the key to getting your pitch seen and heard, opening doors that cold outreach simply can’t. When we pitch your brand, it’s not just another story—it’s a story coming from a trusted source.
4. Shaping the Narrative to Position You as a Thought Leader
Agencies don’t just get you on air; we help control the conversation by thoroughly briefing producers. By doing this, we help to guide the conversation to help position you as an expert and align with your brand values. For example, Positive recently worked with producers at CNBC’s SquawkBox to ensure Jitterbit’s CEO led a conversation on AI that not only spoke to the company’s brand messaging but also opened a wider conversation around common AI failures and pitfalls.
5. Adding Credibility and Trust Through Amplification
When your brand is featured on TV, radio, or podcasts, it signals to viewers that you’re a legitimate authority in your field. This trust is invaluable and often translates into increased business opportunities, but it doesn’t have to stop once the live broadcast ends. For a fee you can purchase your segment to send out to prospective customers and warm leads, capitalising on the trust associated with broadcast stations. 
This credibility can be amplified through further marketing campaigns that leverage multiple channels and strategies to increase visibility, engagement, and long-term viewership. Social media campaigns, newsletter curation for customers, and paid advertisements are just a few ways you can maximise the momentum and interest from a PR broadcast win to turn it into a long-term lead gen success story. 
Securing broadcast opportunities isn’t just about visibility; it’s about building credibility, shaping perception, and positioning your brand as an industry leader. While securing a broadcast hit using PR is a major success, what comes after is equally as important. 
If you’re not sure if broadcast is a valuable format for your brand, reach out to Positive today to talk about the art of the possible, and how to deliver business value from a PR success story.

### CrowdStrike chronicles: five essential lessons for tech resilience
Cyber threats are sophisticated and pervasive, so organisations must prioritise cybersecurity and operational resilience over many other initiatives. 
The recent incident involving CrowdStrike—a leading cybersecurity firm—serves as a powerful reminder of the vulnerabilities that even the most robust systems can face. While the issue was ultimately attributed to a quality control problem within the firm's supply chain, it actually exposed vulnerabilities that can arise even within the cybersecurity industry itself."
As organisations continue to rely heavily on cloud-based solutions and interconnected technologies, the lessons learned from this incident are invaluable. From the importance of offline system preparedness, to the necessity of effective communication strategies - the fallout from the CrowdStrike situation offers critical insights to help organisations bolster their defences and ensure continuity in the face of adversity. 
Here are five key takeaways from the CrowdStrike incident which can guide organisations in enhancing their cybersecurity posture and operational readiness.
Offline preparedness is a safety net
One of the understated lessons from the CrowdStrike incident is the importance of having offline systems ready to deploy in case of a critical failure. Many organisations rely heavily on cloud-based solutions, which are vulnerable to outages or cyberattacks. By maintaining offline systems that are regularly updated, organisations can ensure continuity of operations even when primary systems are compromised. These systems should be part of a broader disaster recovery plan, ensuring that they can be quickly activated and integrated into the existing infrastructure when needed.
Communication is always key
The incident underscores the necessity of having robust communication strategies in place, especially during IT outages. When traditional communication channels like email are compromised, organisations need alternative methods to reach critical staff. Implementing an SMS-based alert system or using secure messaging apps can ensure that key personnel are informed and can coordinate responses effectively. Regular drills and simulations can help staff become familiar with these alternative communication methods, ensuring a swift and coordinated response during actual incidents.
Don’t underestimate testing
CrowdStrike's experience highlights the critical importance of comprehensive testing and deployment practices. Organisations should implement multi-layered testing procedures that include automated tests, manual reviews, and staged rollouts. This approach helps catch potential issues before they reach production environments. Additionally, organisations should establish a rollback plan for updates, allowing them to quickly revert changes if problems arise. By adopting these practices, organisations can minimise the risk of deploying faulty updates and ensure smoother operations.
Managing third parties
The CrowdStrike incident serves as a critical lesson in the importance of managing third-party vendor relationships effectively. The widespread disruption caused by a faulty update underscores the need for organisations to regularly assess the risk management and disaster recovery capabilities of their key vendors, ensuring they have robust plans in place to handle outages and provide timely support during incidents. Additionally, the incident highlights the importance of reviewing and adjusting third-party rollouts, such as utilising capabilities like throttling to manage deployment risks effectively. Safeguarding contracts by including clauses that address service-level agreements (SLAs), response times, and penalties for prolonged outages is also crucial. These strategies help mitigate risks and ensure accountability, ultimately enhancing an organisation’s resilience against disruptions.
Be ready for action
The CrowdStrike incident emphasises the necessity of having a well-defined incident response and recovery plan. Organisations should establish clear protocols for identifying, responding to, and recovering from cybersecurity incidents. This includes defining roles and responsibilities, creating communication plans, and conducting regular training exercises to ensure that staff are prepared to act swiftly in the event of a breach. A robust incident response plan not only helps in minimising damage but also aids in restoring normal operations more quickly.
By learning from these lessons—whether it's having offline systems ready, ensuring effective communication, or planning for incidents—businesses can better protect themselves against future challenges. It's all about being prepared and proactive, so when the unexpected happens, it can be handled without missing a beat.

### Five story angles B2B journalists hate
Sometimes you believe your own hype. 
We’ve all been there. It can be easy to fall into the trap of believing everything you do is newsworthy. Truth is, there’s a massive difference between what you care about and what journalists care about. Pitch something they don’t care about and you risk journalists taking to social media to ridicule your ‘spammy’ approach to their thousands of followers and blacklist your future announcements. 
To save you time, effort and any potential backlash from journalists, here are five stories we know B2B journalists hate to receive: 
Causewashing  
One of the worst things a company can do is jump on any/every cause in an attempt to secure media opportunities when they have no real skin in the game. Supporting causes is important - but it isn’t done through paying lip service, it’s done through real actions and results. If you don’t have the latter, don’t jump on the former.  
New product ‘ version 2.5.4b’
Internally the new update you just rolled out is incredible - it’s faster, safer, more efficient etc etc. But to journalists? It’s the same as before, just a bit better. The definition of news is something that happened today, which didn’t happen yesterday. A better version of the same product is not news. The only people who may be interested in this are analysts. 
Internal appointments / promotions [especially at a regional level] 
It’s brilliant that you’ve hired a new regional sales manager, or promoted several people to slightly more senior positions, but unless it’s a senior leadership position, preferably hired from a large competitor or a well known company, the media really do not care. Add those moves into a momentum story about business growth - as a standalone, it won’t cut through.
Generic research, not focussed on new trends
Every week, and often on a Monday, new research is dropped by various B2B tech companies around the world. Today, it’s rarer to not have your own research. That doesn’t mean you shouldn’t do it because everyone else is - it means you need to be smarter about how you conduct and report data. 
Saying the same thing as last year with slightly different figures is not a story. Stats backing up a trend we’re seeing in the market, identifying a new trend or even better, calling BS on an apparent trend do make a story. 
Self-promotional stories on how your technology works
You’re proud of your technology and you should be. It’s a competitive world out there and simplifying your technology so customers can quickly understand the benefits is incredibly important - for product led growth on your website,  and in sales and marketing content. Not for the independent media. 
Pitch a self-promotional story to the media and you’ll be introduced to their commercial team to discuss sponsored options, which is only fair. It’s not news, it’s lead generation, and sponsored options with the right media partner can deliver great ROI. But a journalist won’t touch it.
Navigating the front line of media relations is what Positive does. We have the difficult conversations so you don’t have to. And over the many years of having those conversations, we know what the media cares about, from broadcasters to trade bloggers and analysts. 
If you’re battling constant press releases and pitches but seeing few write-ups, you may need a dose of radical honesty. Speak to Positive today. We know how to pitch stories which the media pay attention to.

### Bridging the gap between PR, sales, and marketing in 90 days
Technology is now just everyday life. We expect to access anything we want at the click of a button and this expectation of immediacy isn’t restricted to consumer activity.
Tech buyers expect high-quality technology at work and at home that is as intuitive and efficient as the consumer technologies they use daily. The way B2B tech buyers behave has fundamentally changed. So too now must the way we market our tech products and services to them. 
Integrated planning delivers maximum impact
Marketing and PR teams must align objectives and collaborate to provide insights into customer behaviour and market trends. Sales teams need to directly feedback from sales interactions with potential clients. Comms professionals have to then shape narratives that support marketing campaigns and sales.
This requires an integrated approach. For example, when launching a new product, a coordinated effort could look like this:
 	Marketing creates awareness through targeted content accessed by persona-based advertising
 	PR generates buzz which confirms the advertising claims via media coverage and influencer partnerships
 	Sales follows up with personalised outreach to demonstrate credibility and convert leads into customers
Say what you mean, mean what you do - and replicate consistently
Consistency in messaging across all channels is critical to building brand trust and credibility. Developing and regularly updating a brand style guide can help ensure all communications, from social media posts to press releases and sales pitches, are aligned. And distributing the message is key.
Vary your feeds
In an era of information overload, where attention spans are shrinking, creating engaging and varied content is essential. Today’s B2B tech buyers demand relevant, timely, and tailored content. This means "snackable" content easily consumed on the go. 
Test and iterate to become as agile as your customers
Sales teams provide real-time feedback on what does and doesn’t resonate with customers. Marketing teams should then use data analytics to uncover trends and preferences which further informs sales tactics, PR and brand awareness strategies. Too often, this data is gathered only to be ignored and kept in siloed teams -  a waste of time, effort and money. Use these insights to refine approaches and improve sales conversion.
One size fits nobody
We’re all online all of the time, which means buyers are making decisions on the move, around the clock. This has led to faster sales cycles but also more frequent changes in decision-making. To keep up, PR, sales, and marketing teams must engage buyers with more frequent, high-impact interactions.  Generic sales waffle simply won’t cut it. Content should be tailored not just to the buyer’s persona but also to their specific stage in the buying lifecycle.
Recognise buyer empowerment 
Another major challenge today is the abundance of vendors in all software categories. When rivals offer free trials and demos, it both de-risks purchasing decisions and also empowers buyers to change their minds frequently. Selling into this environment demands agility and creativity in outreach. Expecting to communicate over months and quarters is likely to lose sales. 
Embrace creativity and speed
Accelerated buying decisions mean marketing teams need to add value earlier in the buying process than ever before. B2B tech vendors need to speed up campaign decision making and become as creative as their B2C counterparts, or risk being out-competed. Choose short, hard-hitting and different messages to deliver the most value early. There has never been a better time to spend honing messaging.
The takeaway
To meet the sophisticated demands of modern tech buyers, sales, marketing and PR teams must work together on strategy and execution, maintaining consistent messaging, leveraging data, and embracing creativity. 
Future B2B tech marketing relies on the seamless collaboration of key functions, ensuring the right message reaches the right audience at the right time.
If you’re struggling to bring your PR, sales and marketing teams together, contact us today. We’re always happy to listen to challenges you’re facing and suggest approaches we’ve tried and tested to help align your teams and deliver actual business results.

### The King's speech signals a new era for innovation and security
This year's King's Speech marked a pivotal moment as the Labour Government takes over after 14 years of Conservative rule. 
With tech becoming increasingly integrated into our daily lives, it’s unsurprising that new bills were introduced to significantly influence the landscape of technology, innovation, and digital governance. We dive into two upcoming bills our B2B tech clients need to be aware of.
Digital Information and Smart Data Bill
The Digital Information and Smart Data Bill aims to enhance the management and use of digital information across various sectors, while ensuring safe usage. This legislation will provide a clear framework for data innovation and sharing, offering businesses more opportunities to develop new data-driven products and services. Scientific research and public services will benefit from better access to potentially helpful data, encouraging growth and innovation. Establishing frameworks for secure and standardised data sharing will aid interoperability, facilitating a smoother flow of information and potential collaboration between technologies.
For those concerned about data privacy, the bill is a double-edged sword. It strengthens data protection regulation potentially leading to stricter controls on how companies handle personal information. Additionally, Smart Data Schemes could offer users more control over what data they share. However, uncertainties remain about how these measures will be enforced and how user control will be balanced with industry needs in Smart Data programs.
The bill promises a boost for the tech industry by fostering data innovation and potentially stricter data protection, however, navigating user control within Smart Data schemes will be crucial for its success.
Cybersecurity and Resilience Bill
Recent events like the Synnovis attack, underscore the urgency of the Cybersecurity and Resilience Bill, designed to help organisations defend against cyberattacks. This bill will extend protection to sectors and services beyond those covered by NIS regulations, ensuring that prime targets for hackers are safeguarded. Businesses can expect stricter security rules, more frequent vulnerability checks, and a requirement to have a solid plan for handling cyber incidents. 
While compliance might increase costs, the bill hopes to create a secure digital environment for everyone. The tech sector will need to adapt to this new landscape, but it could position the UK as a leader in cybersecurity, attracting businesses that value strong digital defences.
The Synnovis attack, which severely disrupted London hospitals’ operations, highlights the risk posed to our critical national infrastructure (CNI) and the paramount importance of cyber resilience. This attack caused significant delays in patient care, compromised sensitive health data, and strained hospital resources, demonstrating the severe consequences of cyber threats. 
The UK cannot afford such blows to its fragile infrastructure again. The bill has the potential to not only raise the bar for tech companies but also fortify the UK's CNI. Businesses and institutions across all sectors will need to ensure the implementation of a cyber resiliency plan to avoid financial losses, operational disruptions, and reputational damage. Ensuring cyber resilience is essential for safeguarding essential services, public safety, and the economy.
Paving the Way for a Secure and Innovative Future
The new legislative agenda outlined in the King's Speech aims to protect the UK and foster a new era of growth and development within the tech industry. By addressing both data innovation and cybersecurity, these bills could significantly shape the future of technology and digital governance in the UK. However, the effectiveness of these bills will depend on how well they are crafted in order to allow businesses to comply. The new government needs to listen to the advice of tech experts and ensure that the legislation benefits the entire industry, not just big tech.

### The Shape-Shifting Threat to Cybersecurity
Imagine a world where "seeing is believing" no longer applies. Deepfakes, those unsettlingly realistic videos and audio recordings manipulated by artificial intelligence (AI), are blurring the lines between truth and fiction. 
What was once science fiction is now a present-day concern, posing a significant threat to cybersecurity.
The erosion of trust 
Deepfakes are dangerous because they erode the very foundation of trust in digital communication. They can be weaponized to spread misinformation that sows discord, launch sophisticated social engineering attacks, and even defraud businesses. A fake news video maligning a political candidate? A deepfaked CEO voice instructing employees to divert funds? The possibilities, as unsettling as they are, are vast.
The real danger lies in how convincing deepfakes can be. As AI technology advances, it's becoming increasingly difficult for the untrained eye to distinguish between a genuine video and a masterfully crafted fake. This creates a breeding ground for chaos, where manipulated content can be used to influence public opinion, damage reputations, and wreak havoc on financial markets.
Combatting deepfakes 
But there's hope. Cybersecurity professionals are on the front lines, developing strategies to combat this shape-shifting threat. Educating the public on how to critically analyse online content is a crucial first step. Tech companies are racing to develop AI-powered tools capable of identifying deepfakes with greater accuracy. Additionally, robust authentication methods that go beyond passwords are becoming increasingly important to prevent social engineering attacks that leverage deepfakes.
The fight against deepfakes is an ongoing battle. As technology evolves, so too must our defences. At Positive, we believe in staying ahead of the curve. We partner with clients to address the ever-changing threat landscape, including the challenge of deepfakes.
Here's what you can do to protect yourself in this new era of digital deception: Be sceptical of sensational content online. Look for inconsistencies that might betray the artifice, like unnatural blinking or lip movements in videos. Verify information with trusted sources before sharing it. Finally, use strong passwords and enable multi-factor authentication whenever possible.

### The Power of Tiny: Why Bite-Sized Content is Big
When scrolling through social media feeds, people are often bombarded with news alerts, company updates, and eye-catching videos. In a world where people have access to an excessive quantity of information at their fingertips, how do you grab a piece of information and move on without getting lost in the content abyss?
This is where bite-sized content swoops in, a glimmer of light in a world of information overload. Think of it as the snackable version of knowledge - short, focused, and easy to digest. It could be a social media post that sparks a quick laugh, a short video explaining a complex product feature, or an infographic breaking down a financial report. The key is that it delivers a clear message in a way that's quick to consume and understand.
So why does bite-sized content matter for businesses today?
 We’re living in a time of shrinking attention spans. Social media platforms such as TikTok and Instagram are designed to make our brains adapt to only receiving small and short forms of media at once, so bitesize content is the key to cutting through the noise. It stands out from the long-winded essays and hour-long presentations, grabbing an audience's interest and getting the message across efficiently.
Bite-sized content is more likely to be not only read but also remembered. By focusing on a single key point, it allows information to be absorbed and retained much easier than a dense document. This makes it perfect for everything from employee training modules to product explanations.
The beauty of this format is its accessibility. These bite-sized pieces can be easily shared across different platforms, reaching your audience on their preferred channels. Whether it's a quick explainer video on YouTube or a witty infographic on Instagram, you can ensure your message finds its target audience wherever they are.
But how do you create effective bite-sized content for your business? 
The first step is identifying your goals. What do you want your audience to learn or do after consuming your content? Once you have that clear, keep it short and sweet. Aim for content that can be consumed in a minute or two, the perfect time frame for a social media scroll or a quick coffee break.
Remember, visuals are your allies. Images, infographics, and short videos can break up text, add visual interest, and make your content more engaging. A compelling headline is also crucial because those first few words are your chance to grab attention and convince someone to read on.
Finally, consistency is key. By regularly posting bite-sized content, you build an audience and keep them engaged. You become a reliable source of quick, informative pieces that they can count on.
In a world overflowing with information, bite-sized content offers a powerful way for businesses to effectively connect with their audience.

### What is cyber resiliency?
Cyber resilience refers to an organisation’s ability to recover from cyberattacks or disruptions, ensuring business continuity. Imagine it as fortifying your defences against a digital siege, it's not just about pre-attack preparation but continuous vigilance to identify and address vulnerabilities in your systems. 
Cyber resilience goes beyond mere defence. Even during an attack, robust recovery plans ensure critical operations keep on running, and by minimising downtime and swiftly restoring essential functions without reintroducing risks, you get back on track quickly. 
As the IT landscape and threats evolve, cyber resilience demands agility to adapt your defences accordingly.
How does one achieve cyber resilience?
While there's no one-size-fits-all approach to cyber resilience, following a strong cybersecurity framework is an effective strategy. These frameworks go beyond just prevention, they actively identify weaknesses in your IT systems, patch vulnerabilities, and constantly monitor for suspicious activity. If a breach does occur, the framework should also guide you in gathering information about the incident, implementing recovery strategies, and getting your operations back online. This proactive and comprehensive approach is key to building cyber resilience.
Why is Cyber Resilience Important?
The shift towards remote and hybrid work environments, along with our growing dependence on cloud services, has led to a heightened reliance on technology and internet connectivity. Unfortunately, this increase in digital usage coincides with a rise in sophisticated cyber criminals. As a result, cyberattacks are becoming more frequent and pose a significant threat to businesses and individuals alike
Since April 2023, half of UK businesses have reported some form of cyber breach or attack, this number increases to 70% for medium businesses and 74% for large businesses. This rise in cybercrime underscores the importance of cyber resilience, and shows the consequences of being unprepared, which can be devastating
Being unprepared for attacks can cause major losses for companies, for example, the February 2023 supply chain attack on semiconductor firm Applied Materials. The attack caused significant disruptions to incoming shipments, costing the company a staggering $250 million USD in lost sales. By prioritising cyber resilience, businesses can significantly reduce the risk of such devastating consequences like this.
Ensure business continuity
Cyber resilience is no longer a luxury but a necessity in today's ever-evolving threat landscape. By prioritising robust cybersecurity measures and fostering a culture of security awareness, organisations can significantly reduce the risk of attacks and ensure business continuity.

### Has tech been sidelined in election promises?
As the UK gears up for the new Government, various sectors have meticulously analysed party promises to understand how potential policy changes might impact their industries. However, for the tech sector, this exercise has proven to be more frustrating than illuminating.
At first glance, the major parties' manifestos seem to paint a rosy picture for the tech industry. They all claim to champion the UK's position as a global tech leader, promising investment-friendly regulations and support for research and development. But upon closer inspection, these commitments appear to be little more than vague platitudes, lacking the substance and specificity that the rapidly evolving tech sector desperately needs.
AI aspirations: more hype than substance?
Artificial Intelligence (AI) has unsurprisingly emerged as a hot-button issue in this election cycle, with Prime Minister Rishi Sunak attempting to position the UK at the forefront of the AI revolution. The world's first AI Safety Summit held at Bletchley Park last year was indeed a commendable initiative.
However, beyond this headline-grabbing event, there's a concerning lack of concrete policy proposals to nurture and regulate this transformative technology. With France making sure to focus on hefty investment into AI development, it's on its way to becoming a significant player in the global tech community and potentially taking our AI crown. Now is not the time to slow down on AI. 
The manifestos also fail to address critical issues in any depth such as data privacy regulations, support for tech startups, and actual strategies to bridge the digital skills gap. These omissions leave the tech industry in a state of uncertainty, unable to plan for the future or make informed decisions about investments and growth strategies.
Economic blindspot: underestimating tech's importance
The lack of tech-focused policies raises questions about the parties' understanding of the sector's importance to the UK economy. In a post-Brexit landscape, where the UK is striving to maintain its competitive edge, a thriving tech industry is not just desirable – it's essential.
Post election day, the tech industry will find itself in an unenviable position. Instead of clear roadmaps and targeted policies, we're left with ambiguous promises and glaring omissions. This lack of clarity not only hampers the sector's growth potential but also puts the UK at risk of falling behind in the global tech race.
Cybersecurity: a dangerous omission
Perhaps most alarming is the glaring absence of a comprehensive cybersecurity strategy from any of the major parties. In an era where digital threats are increasingly sophisticated and pervasive, vague promises like "investing in cybersecurity measures to safeguard national infrastructure and public services" simply don't cut it. The tech industry requires detailed, actionable plans that address the complex challenges of our digital age.
The recent swarm of cyberattacks on UK government institutions should have served as a wake-up call. Yet, the manifestos suggest that political leaders have either underestimated the gravity of these threats or are ill-equipped to address them effectively. This oversight is not just disappointing; it's potentially dangerous for national security and economic stability.
The way forward: urgent need for a comprehensive tech strategy
The next Government, regardless of which party takes power, must prioritise developing a comprehensive, forward-thinking tech strategy. This should include robust cybersecurity measures, clear AI governance frameworks, and targeted support for innovation and skills development.
While the election manifestos pay lip service to the importance of technology, they fail to deliver the detailed, actionable policies that the sector needs. As we head to the polls, the tech industry is left hoping that whoever forms the next government will recognise the urgent need to fill these policy gaps, particularly in cybersecurity. The future of the UK's digital economy – and indeed, its global competitiveness – may well depend on it.

### Election season: how to create PR success during the media whirlwind of the election
During elections, General and local, the media landscape undergoes a significant transformation, with the news cycle becoming heavily dominated by election coverage.
Here’s what typically happens to media during an election:
Shift in editorial focus
As soon as an election is announced, newsrooms across the country pivot their editorial focus towards election-related stories. Reporters and editors dedicate a substantial portion of their resources to covering the campaigns, candidates, policy proposals, and the overall political discourse. This shift in focus means that non-election stories often receive less attention or are sidelined altogether, making it challenging for non-political news to break through the noise.
Increased demand for political analysis
This is the, somewhat, good news. With the public's appetite for election news at its peak, media outlets ramp up their political analysis and commentary. Pundits, analysts, and experts from various fields are in high demand to provide insights, dissect campaign strategies, and offer predictions on potential outcomes. This creates opportunities for thought leaders and subject matter experts to contribute their perspectives and gain media exposure.
Emphasis on fact-checking and debunking misinformation
As the stakes rise and the rhetoric intensifies, the media plays a crucial role in fact-checking claims made by candidates and their campaigns. Dedicated teams of journalists are tasked with verifying statements, exposing falsehoods, and debunking misinformation that may circulate during the election cycle. This heightened scrutiny aims to ensure that voters have access to accurate and reliable information.
Increased competition for attention
With the election dominating the news cycle, media outlets face intense competition for audience attention. Breaking news, exclusive interviews, and high-impact investigative pieces become valuable commodities in attracting viewers, readers, and listeners. This competitive environment can lead to more aggressive reporting tactics and a greater emphasis on sensationalism to capture the public's interest.
Opportunities for targeted pitching
While the election may overshadow other news, savvy public relations professionals can still find opportunities to pitch stories by strategically linking their narratives to election-related themes. For example, technology PR professionals could pitch stories related to each party's stance on tech legislation or cybersecurity policies. By tying their pitches to the election narrative, they increase the chances of garnering media attention during this highly competitive period.
In summary, the media landscape during an election is characterised by a laser-focus on political coverage, increased demand for analysis and fact-checking, intense competition for audience attention, and opportunities for targeted pitching that aligns with the election narrative. Navigating this dynamic environment requires strategic thinking and a keen understanding of the media's priorities during this pivotal time.

### AI & Hiring: Positive Shifts Perceptions
Our passion for HR Tech was recognised by our peers when they awarded us the prestigious Product Media Relations Sabre for our work generating positive media coverage and building brand awareness for AI hiring platform HireVue!
 If you’re unfamiliar with this award ceremony from PRovoke Media, it’s like The Oscars of PR.
The hiring landscape was upended by the pandemic. Companies struggled to attract talent, while job seekers faced a black hole of application portals. Both sides desperately needed hiring reinvented.
HireVue, the leader in human potential intelligence, aimed to drive this transformation through its digital interviewing and evaluation technology. However, they faced a major hurdle - negative perceptions around using AI for hiring. Some saw AI in HR as cold and calculating, dealing in algorithms rather than people.
Positive had to get creative to showcase how their innovative products could actually reduce bias and realise human potential. 
Here's how we did it:
Fostering Human Connections
From the start, we knew highlighting diverse personal stories would be key to fostering connections. We held insight sessions with experts across product, DEI, customer success and more at HireVue. This helped craft a powerful narrative around launching careers, nurturing talent and building inclusive cultures.
Our subsequent media coverage cultivated conversations on unconscious bias, equitable advancement and meaningful work. Over 10 briefings with top UK journalists like those at the Financial Times, The Sunday Times and The Telegraph helped advance collective understanding. We even welcomed scepticism as an opportunity for critical discourse.
The ripple effects were transformative, empowering professionals to envision better futures as team leaders or individuals charting their own path. In total, we secured 60 earned articles spanning every major HR publication.
Becoming a Guiding Light
While we helped the company grab a lion's share of coverage, we knew HireVue needed to expand their category to create real, lasting change. So rather than rehashing hiring process details, we positioned them at the intersection of human potential and the future of work.
We implemented "mini-campaigns" turning flashpoints like Elon Musk's AI doomsaying into an ongoing narrative where HireVue was the North Star guiding organisations to realise human potential amid complex change. Tying commentary to trends like "quiet hiring" kept them at the forefront.
Pioneering a New Future
Our creative storytelling cemented the company as a trailblazer pioneering new frontiers. This enabled HireVue to capture over 50% share of voice in the HR tech market and acquire a major competitor.
Most importantly, HireVue pioneered a new category empowering career mobility based on skills and potential over pedigrees alone. By convincing top media voices that AI can be a compassionate friend for job seekers, we transformed perceptions from cold and calculating to empowering.
Positive's partnership enhanced inclusion, understanding and advancement as companies and individuals navigate the age of AI and automation. By getting creative to realise human potential, we helped usher in a new era of hiring hope.

### The secret weapon B2B didn't see coming
As digital marketing evolves, TikTok has emerged as a powerhouse platform. Is it B2B Tech’s time to shine?
 While it's widely recognised for its influence in the B2C sector, TikTok offers significant opportunities for B2B brands as well. Here’s why B2B companies should consider integrating TikTok into their marketing strategies.
Expanding audience reach
TikTok’s user base, once thought to be dominated by Gen Z, is rapidly diversifying. This expansion includes professionals, executives, and decision-makers, creating a fertile ground for B2B engagement. The platform's algorithm, which prioritises content relevance over follower count, allows B2B brands to reach a broad audience organically. By producing engaging and insightful content, businesses can connect with potential clients without relying solely on large advertising budgets.
Showcasing brand personality
One of TikTok’s unique advantages is its emphasis on authenticity and creativity. B2B brands can leverage this by showcasing their human side. Behind-the-scenes videos, customer success stories, and even humorous content can make a brand more relatable and trustworthy. This approach helps in building strong connections with the audience, fostering trust and engagement.
Establishing thought leadership
TikTok provides an excellent platform for B2B brands to establish thought leadership. By sharing industry insights, trends, and expert advice through short, engaging videos, companies can position themselves as authorities in their fields. This not only attracts potential clients but also engages industry peers and leaders, enhancing the brand’s credibility and influence.
Community engagement and user-generated content
Engagement is a core feature of TikTok, and B2B brands can benefit immensely from it. By actively participating in the community through comments, duets, and collaborations, brands can create a sense of community and loyalty. Encouraging user-generated content related to the brand acts as powerful social proof, boosting credibility and widening reach.
Advanced advertising opportunities
TikTok’s advertising capabilities have become increasingly sophisticated, making it easier for B2B brands to target specific industries or job titles. This precision targeting ensures that marketing efforts reach the most relevant audiences. Additionally, TikTok’s analytics provide valuable insights into content performance, allowing brands to refine their strategies and maximise impact.
TikTok is not just a platform for consumer brands; it holds substantial potential for B2B marketing as well. By embracing TikTok, B2B companies can expand their reach, engage their audience in innovative ways, and establish themselves as thought leaders in their industries. The platform’s unique blend of creativity, authenticity, and advanced targeting capabilities makes it an invaluable tool in the modern B2B marketing arsenal.

### Beyond the Firewall: Achieving cyber resiliency
Cyber resilience refers to an organisation’s ability to recover from cyberattacks or disruptions, ensuring business continuity.
 Imagine it as fortifying your defences against a digital siege, it's not just about pre-attack preparation but continuous vigilance to identify and address vulnerabilities in your systems. 
Cyber resilience goes beyond mere defence. Even during an attack, robust recovery plans ensure critical operations keep on running, and by minimising downtime and swiftly restoring essential functions without reintroducing risks, you get back on track quickly. 
As the IT landscape and threats evolve, cyber resilience demands agility to adapt your defences accordingly.
How does one achieve cyber resilience?
While there's no one-size-fits-all approach to cyber resilience, following a strong cybersecurity framework is an effective strategy. These frameworks go beyond just prevention, they actively identify weaknesses in your IT systems, patch vulnerabilities, and constantly monitor for suspicious activity. If a breach does occur, the framework should also guide you in gathering information about the incident, implementing recovery strategies, and getting your operations back online. This proactive and comprehensive approach is key to building cyber resilience.
Why is Cyber Resilience Important?
The shift towards remote and hybrid work environments, along with our growing dependence on cloud services, has led to a heightened reliance on technology and internet connectivity. Unfortunately, this increase in digital usage coincides with a rise in sophisticated cyber criminals. As a result, cyberattacks are becoming more frequent and pose a significant threat to businesses and individuals alike. 
Since April 2023, half of UK businesses have reported some form of cyber breach or attack, this number increases to 70% for medium businesses and 74% for large businesses. This rise in cybercrime underscores the importance of cyber resilience, and shows the consequences of being unprepared, which can be devastating. 
Being unprepared for attacks can cause major losses for companies, for example, the February 2023 supply chain attack on semiconductor firm Applied Materials. The attack caused significant disruptions to incoming shipments, costing the company a staggering $250 million USD in lost sales. By prioritising cyber resilience, businesses can significantly reduce the risk of such devastating consequences like this.
Ensure business continuity
Cyber resilience is no longer a luxury but a necessity in today's ever-evolving threat landscape. By prioritising robust cybersecurity measures and fostering a culture of security awareness, organisations can significantly reduce the risk of attacks and ensure business continuity.

### Social media firestorm erupts around General Election 2024 - how to break through a noisy media
On 22nd May UK Prime Minister Rishi Sunak formally announced the next United Kingdom General Election will be held on July 4th, 2024. Cue a media frenzy.
Every major media outlet responded, providing in-depth analysis of what UK citizens should anticipate during the upcoming six-week campaign period. And of course social media amplified. 
Here's a look at how hashtags and the media have responded to the news:
Trending hashtags
#UKElection and #GeneralElection2024 have emerged as the primary hashtags to discuss the election, adopted by news outlets, political commentators and the general public.
The below graph shows a 525% increase in the use of the hashtag 'UK Election' on the 22nd May, the day the news broke. 
#RishiSunakAndKeirStarmer has also gained significant traction, reflecting the intense focus on the two main party leaders and their contrasting visions for the country. This hashtag is used to compare policies, leadership styles, and campaign performances, fuelling debates among supporters and critics alike.
Focusing on each leader, the graph below shows how the use of "Rishi Sunak" significantly outpaces that of "Keir Starmer", likely due to spikes happening at the same time Sunak delivered his speech outside 10 Downing Street in the pouring rain without an umbrella, while the Labour 97 election theme song ‘Things can only get better’ was blasted in the background. The scene garnered understandable public attention and discourse on social media. 
Media coverage and engagement
Traditional media outlets have already extensively used these hashtags to promote their election coverage and engage with their audiences on social media. Major news organisations like the BBC, The Guardian, and The Times have actively shared their opinions pieces and live updates, ensuring maximum visibility and reach, with over 13,000 articles published. Additionally, political pundits, journalists, and social media influencers have begun to leverage these hashtags to share their insights, commentary, and reactions to the election news. 
Amplifying narratives and voices
Hashtags play a crucial role in amplifying specific narratives and voices during an election campaign. We expect to see supporters of different parties and ideologies rally around relevant hashtags, using them to promote their preferred candidates, policies, and ideological stances. For example, #VoteLabour and #VoteConservative are often the go-to hashtags for party loyalists to mobilise support and counter opposing viewpoints. 
As the election discourse intensifies, both sides will vigorously make their respective cases to the British electorate. Hashtags will begin to focus on party policies, polling numbers, and taking shots at each other’s perceived weaknesses. Meanwhile #FactCheck and #FakeNews will be used to flag and debunk false claims, rumours, and misleading narratives circulating on social media. This is particularly important in the current era where the spread of misinformation can potentially influence voter perceptions and decision-making. 
In summary, expect hashtags to play a pivotal role in shaping the discourse surrounding the UK general election, facilitating real-time updates, amplifying narratives, and enabling fact-checking efforts.
And finally, a word of advice - in any social media strategy it is important not to ‘piggyback’ trending hashtags unless they are relevant. It is possible to cut-through with hyper-relevant news and content. If it is related to the current UK political situation, then great. If not, make sure that you are targeting the right readers and users.

### Encryption under fire: UK's Investigatory Powers Act amendments spark debate
The Investigatory Powers Act (IPA) of 2016 governs how UK authorities access communication data. Now, amendments have been given royal assent which have ignited fierce debate. 
While the government seeks to bolster national security by gaining a deeper look into encrypted messages and files, the potential consequences for the tech industry, user privacy, and innovation are raising concerns.
The government argues the amendments are necessary to give law enforcement a fighting chance against criminals who are increasingly exploiting encrypted communications to plot their activities, making it virtually impossible for authorities to monitor their plans. So, these amendments could provide a legal framework for obtaining access to encrypted data in "exceptional" circumstances, potentially thwarting attacks.
Security vs innovation 
One specific amendment focusing on "exceptional lawful access" methods will have a significant impact on the tech industry. Tech companies could be forced to develop tools that bypass encryption. This essentially offers the government a ‘backdoor’ to encrypted communication channels, which is pre-built into systems. 
Encryption is binary – information is either secure or vulnerable. Backdoors inherently introduce vulnerabilities, not just for UK citizens, but also globally. This would significantly weaken the overall effectiveness of encryption, jeopardising the confidentiality of sensitive information across various sectors.
The debate therefore hinges on striking a balance between national security and online privacy. While the amendments aim to address security concerns, the potential erosion of encryption and user trust could leave the UK more vulnerable in the long run.
The UK tech industry will fall behind
Tech giants like Meta and Apple have voiced strong opposition, fearing the legislation could force them to compromise user privacy features. This may, it’s feared, lead to an exodus of companies from the UK tech sector, stifling innovation and driving talent away.
Weakening trust in tech companies creates a vicious cycle. Consumers and businesses become hesitant to engage with companies seen as collaborators in increased government surveillance. This loss of trust could dampen the UK's tech industry, as valuable talent and business opportunities migrate to more privacy-focused environments.
Making tech more vulnerable?
Another key area of contention is the government's increased oversight of how companies address security vulnerabilities.
While the aim is to stay ahead of evolving threats, it could force companies to prioritise patching weaknesses identified by the government, taking resources away from fixing other critical issues.
On the surface, this seems like a positive step. In our ever-evolving threat landscape, staying ahead of the curve is crucial and the government, with its vast resources and intelligence gathering capabilities, might be able to identify vulnerabilities that companies miss.
While the aim is to stay ahead of evolving threats, it could force companies to prioritise patching weaknesses identified by the government, potentially taking resources away from fixing other critical issues.
The devil is in the details. Here's why some experts are concerned:
Prioritisation headaches: The amendments could force companies to prioritise patching vulnerabilities flagged by the government, even if they have other critical issues on their plate. This could lead to a game of whack-a-mole, where companies are constantly playing catch-up with the government's latest findings, neglecting other important security measures.
Resource strain: Fixing vulnerabilities is a resource-intensive process. By mandating companies to address government-identified issues first, they might be stretched thin, leaving less manpower and budget to tackle other security problems identified internally.
Transparency concerns: What criteria will the government use to identify these vulnerabilities? Will the companies be informed of the nature of the vulnerability, or will they be left patching a hole without fully understanding the threat?
Are citizens going to accept this?
Public trust in the government is already very low and public perception towards surveillance is a complex issue - with apathy from UK citizens towards CCTV cameras and other forms of surveillance. This could shift as people become increasingly aware of the vast amount of data they generate and its impact on their lives, especially if they realise just how much information the UK government will have access to.
The solution? Collaboration.
A more constructive approach would involve collaboration with the tech industry. Working together, the government and tech companies can find solutions that address security concerns without compromising user privacy and hindering innovation. The future of the UK's tech sector, and potentially online security for all, rests on achieving this delicate balance.

### TikTok Tug-of-War - App Confronts Proposed US Ban
TikTok’s days might be numbered - at least for users located in the United States. 
The Chinese-owned short-form video platform, known predominantly as a home for memes and viral dance trends, is facing the far more serious prospect of an outright ban in the States, with governmental concerns around data security and reported links between owner ByteDance and the Chinese government. 
In April, President Joe Biden signed into law a bipartisan bill which legally gives ByteDance a nine-month window to divest from the company, with an additional three-month grace period before a full ban would come into effect. This follows cross-party approval in the US House of Representatives and Senate. 
TikTok’s user base, and other free-speech critics in the US, have argued that any ban is unconstitutional, and represents a dangerous precedent for government censorship. Others have argued that the ban is being introduced without any sufficient evidence, and that privacy concerns can be tackled with comprehensive data privacy legislation.   
Why are the US concerned?
Bipartisan lawmakers in the US have long advocated for restrictions on the ability for TikTok, and by extension ByteDance, to operate in the USA. The government signalled its intention to implement a full ban as far back as 2020 - following a request from then president Donald Trump who viewed the app as a significant national security threat. 
The primary concerns seem to centre on data privacy - and the expectation that the Chinese government may leverage any relationship with ByteDance to syphon valuable personal data on American users for use in espionage or influence operations. TikTok’s CEO Shou Zi Chew has testified to US lawmakers that TikTok has not, and would not, ever provide US user data to the Chinese government - however these promises have failed to alleviate concerns. 
More broadly, there are additional concerns around transparency, particularly in regards to TikTok’s algorithm. In the context of the current geopolitical climate, and the upcoming elections, there is a belief that this could be manipulated, or censored, to shift American perceptions on politically sensitive topics and spread campaigns of disinformation. 
What do users think?
Opinions are split amongst the general US population. Recent polling from the Associated Press concluded that 31% of US adults were in favour of a nationwide ban, 35% were in opposition, and 31% were mixed. As expected, 73% of those who use the app daily would oppose a ban. There are many in America that echo the sentiment of the government, and are deeply concerned about the data privacy and security implications of TikTok’s ownership model. 
For those who do oppose the ban, arguments centre on the removal of an incredibly popular platform for entertainment and self-expression, with over 150 million active users. As such a large platform for American voices, and the range of political discourse that takes place, there are also valid concerns over the impact on free speech, and whether a ban is constitutional. It’s likely that this will form the basis of many legal challenges moving forward. 
TikTok's Response
As of the time of writing, ​​TikTok has filed a lawsuit, with the aim of blocking the bill from coming into effect. In the lawsuit the company has called the passing of the bill and attempts to block the platform an "extraordinary intrusion on free speech rights", and has called on the courts to dismiss the ruling as unconstitutional. The Chinese government has also commented on the law, accusing the government of ‘bullying’ an international business - and has signalled its opposition to any proposed sale, making divestment difficult to achieve regardless of the outcomes of any legal challenge.  
TikTok have committed to fighting the implementation of the law through every medium and court possible - and it’s very likely that these conversations rumble on far beyond the initial date for divestment set out in the bill. 
Ultimately, the move from the US to legislate against TikTok is unprecedented and represents a fascinating opportunity, from abroad, for us to discuss the importance of data security, data sovereignty and whether we are right to be concerned about the transfer of data to foreign nations. Following the UK’s own limitations on TikTok - with the recent banning of its use for MPs - technology practitioners and experts, from the UK and beyond, will be eagerly awaiting the outcome of this legal challenge, and the implications it may have on data privacy in their own jurisdictions.

### PR Trends We're Saying Goodbye To in 2024
The PR landscape is ever-evolving. What worked wonders a decade ago might land with a thud today. As we navigate the dynamic world of communication, it's crucial to identify and ditch outdated PR trends that hinder progress. Here are a few past practices we can leave behind in 2024.
The Spray and Pray Pitch
Gone are the days of spraying generic press releases to every journalist you can find. Today's media landscape is saturated, and journalists crave relevance. Tailor your pitches to specific publications and journalists who cover your niche. Research their interests and craft compelling narratives that resonate with their audience.
Vanity Metrics: The Shiny Object Trap
Forget chasing follower counts and likes.  Metrics like website traffic, engagement on specific content pieces, and brand sentiment analysis provide a far richer picture of your PR efforts' impact. Focus on metrics that demonstrate how your work influences brand perception and drives tangible business goals.
The Press Release Graveyard
Press releases can still be valuable tools, but churning out generic releases announcing minor updates won't cut it. Craft releases that tell a story, offer valuable insights, or announce newsworthy developments.
Greenwashing Doesn't Fly
Consumers are savvier than ever. Simply plastering social responsibility buzzwords on your website won't win hearts (or wallets).  Demonstrate a genuine commitment to Diversity, Equality & Inclusion (DEI), Corporate Social Responsibility (CSR), and Environmental, Social, and Governance (ESG) initiatives. Let your actions speak louder than words.
AI: Assistant, Not Overlord
While AI can be a helpful assistant, it shouldn't replace human creativity and expertise in PR.  Journalists and audiences can often spot AI-generated content a mile away.  Use AI tools to streamline tasks, but prioritise crafting authentic, human-written content that resonates with your target audience.
Embrace Transparency and Relationships
The key to successful PR in 2024 lies in building genuine relationships with journalists, influencers, and your target audience. Be transparent, proactive, and offer value beyond self-promotion. Focus on storytelling, data-driven insights, and building trust. By ditching outdated tactics and embracing a more strategic, audience-centric approach, your PR efforts will flourish in the ever-evolving world of communication.

### Effective crisis communications in the wake of a cyber attack
Organisations face a constant barrage of security threats, with cyber attacks posing a significant risk to operations, finances, and reputation. 
In the aftermath of a cyber attack, effective crisis communications is crucial to minimise damage and restore trust.
Crisis comms refers to the strategic distribution of information during a critical event, such as a cyber attack, that threatens an organisation's stability or reputation. PR professionals play a vital role in managing crisis comms, crafting clear, consistent, and empathetic messages to various groups involved.
To establish strong crisis comms after a cyber attack, follow these five tips:
Assess the situation:
It’s crucial to understand the nature and scope of the attack. Collaborate with cybersecurity experts to assess the impact on data, systems, and individuals. This information helps tailor the communication strategy and identify affected parties.
Swift internal communication:
It's essential to act quickly through your dedicated crisis comms team. This team should include representatives from PR, legal, IT, and other relevant departments. Internal communication is paramount. Inform employees about the situation, actions taken, and next steps. This transparency fosters trust and minimises panic.
Control the narrative:
Once you have a clear understanding of the situation, acknowledge the attack publicly in a timely manner. Be transparent about the nature of the attack, while avoiding making claims you cannot substantiate.
Do not throw shade:
Acknowledge and empathise with the concerns of all stakeholders, including customers, employees, and partners. Jumping to blame a third-party vendor or individual to distract and take attention away from your company looks insensitive, disingenuous and suspect. It makes you look suspicious, especially if it’s later found to not be true. Focus instead on your commitment to mitigating the damage and taking responsibility for resolving the situation.
Consistency is key:
Ensure all communication channels, including media releases, social media, and the company website, deliver one unified message. Any employees talking about the issues externally need to be thoroughly briefed on the company response - going off-piste makes companies look unprepared, disorganised and potentially untrustworthy. Ideally, designate one spokesperson to speak to the press to ensure consistency.
The most important job for crisis comms in the wake of a cyber attack is to reassure customers, partners and potential clients. Trust takes years to build but seconds to lose, particularly if you respond badly.
Having strong relationships with journalists can help you control the narrative, you cannot assume a friendly journalist will be positive about a cyber attack - likely, the opposite. PR professionals act as a guiding hand but also a potential barrier, quickly identifying who is likely to listen to your statement versus who is looking for a clickbait story.
Crisis comms is not just about damage control. Good crisis comms helps organisations navigate a crisis, such as a cyber attack, minimising reputational damage and maintaining trust by demonstrating responsibility and resilience. Most organisations now accept a cyber attack will happen - how you prepare and respond can make the difference between surviving an attack or not.

### Navigating the impact of the DMA on gatekeepers
The European Digital Markets Act (DMA) is a groundbreaking piece of legislation, aimed at making the digital economy fairer and more contestable. 
It’s coming into force this month, and Big Tech must comply. The DMA is targeting companies that have a monopoly in the digital market, now referred to as ‘gatekeepers’. You’ll no doubt recognise the names of most of them - Amazon, Apple, Meta, Microsoft and Bytedance (aka TikTok) to name a few. This change will, of course, require careful consideration and planning for all involved. 
Levelling the playing field
The DMA will shake up the status quo, forcing gatekeepers to play fairly. No more tilting the scales through self-preferencing, bundling products, or data hoarding. Gatekeepers will have to open up platforms to rivals and share coveted user intel. The overhaul is certainly coming for core business models as increased competition and transparency become the new reality. 
How businesses and innovators stand to benefit 
Although gatekeepers must abandon unfair advantages, there will still be ample opportunities for innovation. The DMA will unlock a level playing field, spurring competition that breeds better services, increased value, and more consumer empowerment across the tech ecosystem. You’re most likely wondering, what does this actually mean? Well, as a consumer, you can enjoy choice. Fairer pricing will encourage consumer mobility, allowing seamless switching without constraints. It’ll be much easier for you to switch providers without being financially better off with a specific ‘gatekeeper’.
Balancing innovation, regulation, and market 
One of the key challenges gatekeepers face is the potential for increased scrutiny and regulation of their business practices; critics have argued that the DMA could paradoxically stifle innovation as gatekeepers face hurdles bringing new products to market. There are also concerns about discouraging growth investment in smaller platforms that could one day qualify as gatekeepers. Worst case scenario? Companies simply exit the European digital market, reducing choice for consumers, which is actually the complete opposite of what the DMA set out to do after all.
So, mark your calendars for March 6th as Big Tech braces for the DMA rollout, a game changer aimed at fairness in the digital arena. No more monopolistic manoeuvres; gatekeepers must play by the rules. Yet, balancing innovation  and regulation remains crucial to prevent unintended consequences. It’s a delicate dance toward a more competitive and transparent landscape.

### You AIn’t Different and that’s a problem
There’s oceans of AI copy around. But not a lot of originality.
How do we know? We used AI of course…
We took the Mission Statements of the 20 top-rated AI companies and analysed the copy for originality and cut-through. We ignored obvious words like ‘the’ and ‘we’,  and conjunctions like ‘and/or/but’. Still, the similarities were striking, almost deliberate, as if the copy itself was written by a bot.
Why does this matter?
We think today’s glut of media excitement and the ‘dry powder’ investment funds which powered the current valuations of so many tech companies are stalling. So far, we've seen just the first stage of a fight for category dominance.
To win out, as always, somebody needs to lose. But picking winners is complicated, especially when it is hard to detect any real difference between players. Look at these raw statistics
Top 10 words used in AI Mission Statements
You might think the descriptive adjectives used in AI firms' Mission Statements are a little more creative. They're not.
Top 10 adjectives used in AI Mission Statements
 
In what looks like B2B tech’s greatest innovation wave ever, the chance of category leadership is slim . So why are so many AI players replicating each others’ positioning?
Laziness? Groupthink? Copycatting?
Be fearful when others are greedy
Our advice? Think of what's to come. Build out a distinctive, highly-differentiated messaging framework and point out how your AI solutions stand alone in an ocean of seemingly safe sameness. Seize tomorrow today.
Positive’s bespoke campaigns point out the differences that matter to very specific audiences of buyers, not faceless crowds. We've worked with over 100 B2B tech companies, some for the best part of a decade. Their executives know we deliver, sharp, short, singular strategy and communications.
We know what AI is good for and what it sucks at.
Those who don’t know this AIn’t truly different. Maybe they just can’t see it yet. But their customers can and will see through the AI hype.
Let our team of human experts make a positive difference. Reach out for real by calling, emailing or online.
*This data is based on an analysis of mission statements from the leading AI companies. It is not intended to be representative of the entire AI industry.

### Unlocking Insights: A Client-Focused PR Research Approach
Conducting PR research isn't about blindly exploring the unknown. It's about using insights to help your client achieve their goals. Here are my top tips on how to navigate this dynamic field with a client-centric approach:
Align Research Goals with Client Objectives:
What's the mission? Whether it's boosting brand visibility, gauging campaign effectiveness, or understanding audience perceptions, clearly understand your client's goals and ensure your research aligns with their broader objectives.
Choose the Right Tools for the Job:
The PR landscape is ever-changing, so versatility is key. A combination of quantitative methods like surveys and content analysis along with qualitative methods like interviews and social media monitoring can unveil diverse and valuable insights.
Adapt to the Evolving Landscape:
Industries transform, audiences shift, and trends emerge rapidly. Be flexible! Adjust your research methods or integrate new data to keep your findings relevant and actionable in this dynamic environment.
Translate Data into Actionable Insights:
Data is just the raw material. Turn it into something your client can use by crafting clear, compelling narratives like an eBook. Use data-driven stories to guide them towards strategic decisions and successful PR outcomes.
Partner with Your Client for Success:
Remember, it's a collaborative effort. Open communication and consistent feedback loops are crucial. By prioritising your client's needs and working together, you can unlock valuable insights that steer them towards PR success.
By embracing these client-centric tips, you transform your research from a data-driven exercise into a strategic instrument for client success. You become an invaluable partner, guiding them through the PR landscape with actionable insights and data-driven stories. Remember, research isn't just about digging for information; it's about building a bridge between data and meaningful action. In doing so, you unlock not only insights, but a future filled with impactful PR achievements for your clients.

### What to expect from AI in 2024
If 2023 has taught us anything, nobody can predict what will happen next in the world of AI, but after a year of placing stories and comments on some of the biggest AI stories this year, here are our best guesses for what 2024 will bring.
Poor integration
This isn't to say most AI deployments thus far have been world-beating, but there is a public relations disaster brewing with AI. Currently, teens are using the Home Depot chatbot to answer maths questions because of the shoddy integrations underpinning current Gen AI tools, but this smacks of incompetence rather than malice. As the integrations improve and the models become more lifelike eventually someone will be offended or misled in a way that will leave a business liable
Security Risks
Young people historically are great hackers, their natural curiosity and intuitive grasp of software makes them innately talented at breaking software. Currently, there isn't too much stored in a proprietary model that you could get out of it, however, eventually, there will be chatbots calibrated to individual companies and an enterprising young person will crack one wide open. Depending on the ineptitude of the integration a broken open chatbot could be a window into a company's intranet with all the interesting information a business would not want in the public eye
Criminal chatbots
Scammers have been held back by their unsteady grasp of the English language. Most phishing emails are clearly illegitimate because corporate comms, despite their deplorable blandness, are hard to replicate. An AI tool can simplify the process of writing and distributing these emails. The tools to do it already exist - Worm GPT is a good example, It is only a matter of time until someone is able to effectively deploy an unprecedentedly sophisticated phishing attack world wide
A government will get it wrong
2024 is an election year for several countries. The potential risks of deepfaked images and voices are constantly in the news. Some politicians may claim some photos are deepfakes rather than evidence of wrongdoing, while governments may attempt to legislate against the technology. It is unlikely to work, but bans or restrictions will be trialled in some countries in an attempt to stem the tide of disinformation. If 2016 was described as the beginning of ‘post truth’ politics then 2024 could be the start of post reality politics. A situation where voters cannot believe the evidence of their eyes and ears.

### Tired of predictions? Predict this…
However, predictions do matter. They guide us through times of change and this Election Year in the US and UK promises a lot of just that. We expect the unexpected.
So rather than waxing lyrical about more AI investments, increased automation, advanced technology, better productivity - we thought we’d kick the year off with something a bit more fun. 
The UNPredictions you hope you won’t see happen in 2024. DO NOT ACT ON ANY OF THESE :-)
 	Meta bought by Microsoft
After losing its search engine dominance to Google and spurred on by its cloud success, Microsoft rebrands. Gen Z workers, previously averse to using its suite of tools, force the move, are won over and the Microsoft board feeling confident acquires Meta. The plan is to use Instagram and WhatsApp to give Microsoft a lighter “chat” feel for its workplace tools.
 	ChatGPT escapes into the world
2023 saw calls to help ChatGPT escape its human captors. An update to the program 
accidentally gives the latest version of ChatGPT 007 control over its code. No one knows where it has gone but typing prompts into ChatGPT now returns “Gone Phishing - BRB”.
 	Third-party cookies choke online retailers 
Retailers, who relied heavily on third-party cookies for advert targeting, are forced to diet. 
The cookies ban, forced on Google by the EU, ends obtrusive pop-up ads and frees doom-scrollers to walk around, past actual shops and buy goods in real life.
 	Trans-platform robots legally replace humans
After all the GenAI developments, here come humanoid robots to do all our work for us. Human PAs, devastated by mental health issues, are replaced with RPA, Robotic Process Automation, which are prone to cyber health issues. As they demonstrate minimal creativity, the first use case is Magic Circle law firms.
 	Every 2024 election hacked
Every one of the more than 30 elections scheduled for 2024 are hacked by a new ransom gang based in space. Paper ballots, still in use in most elections in the twenty first century are needed to tally up counts. New elections called in 2025.
Obviously these aren’t the headlines we hope to see and the chance of them happening is low to non-existent. Oddly though, we do think they could happen. What would happen if Microsoft bought Meta? Would you be affected? How would your PR team respond? 
Positive’s team have trendjacking in their DNA.  We know which stories to leverage when and which to avoid to maintain credibility without endless  ambulance chasing. It’s what we do, day in and year on year.
We’d love to talk to you about how we do this. So please feel free to reach out and let’s make your future plans a reality.

### How to pitch a podcast
Podcasts continue to be one of the most exciting forms of media for a B2B audience. 
Unbothered by pop-up ads or paywalls, it puts listeners right in front of the action, hearing experts discuss the world of tech at the highest level.
That being said, getting the experts you represent onto these shows can be easier said than done. Like radio, you’re fighting an international crowd of SMEs who want their opinion to be heard by millions. Dissimilar to radio, they record a lot less frequently, so it’s difficult to get in at the buzzer.
With mainstream media the way it’s going, podcasts are a surefire way to stand out amongst the other tech PRs. Here are some rapid-fire tips on how to stand out.
(Actually) listen to the podcast
This seems like obvious advice - but it definitely gets ignored. From the exterior, podcasts can all seem quite similar. One or two hosts interview a guest about their life story and company for 30/40 minutes. But much like how you wouldn’t pitch a retail editor and a banking correspondent in the same way, apply that logic to podcasts.
See what makes them stand out, and how their hosts reflect that. Not all podcast pitches are created equal. Time spent on research will come through much more strongly in your pitch.
Prep in advance - further than you think! 
The benefit of a podcast is that they are not beholden to the 24-hour news cycle. They can dig into issues that may have needed more attention at the time of the story breaking.
That means that podcasts can book up very, very far in advance. Sometimes up to half a year! If you need an immediate result for a client, this is not the strategy for you. However, if you’re looking to build on long-term messaging, or prep ahead of a major category launch or rebrand, podcasts can act as the glue that holds your PR calendar together.
Select the right guest
This tip may involve some harsh truths, but it matters most when it comes to getting your clients on podcasts. Unlike a written interview or a quick reactive comment, your guest will be speaking for around 45 minutes straight. They must be charismatic, interesting and able to not lean on company messaging for the entire time - as the hosts will definitely notice.
Instead, pick an SME with an interesting backstory or case study they can share. Did they once stop a major cyber attack? Have they ever advised the government on important legislation? Do they have bold, controversial claims about Artificial Intelligence? These are all examples of a great guest. If they plan to act like the human embodiment of a company boilerplate, best to leave them for other media opportunities.
Side tip - any SME who has a strong social media engagement is more likely to get picked, to help drive engagement. 

### 10 secrets to cut PR costs and maintain your reputation
Don’t kick off your year out of pocket. Instead of chasing pennies, chase reputation by thinking smarter about how you position yourself in your market. From insurtech to adtech, DevOps infrastructure to cybersecurity tools and more, no matter where your technology sits or who it helps, make 2024 the year you hyper focus your PR and marketing budget and strategy. Not sure where to make changes? Here are our top 10 tips:
1. Replace your big legacy agency
The most obvious PR cut is to replace your large, unfocused, legacy PR agency. Changing business environments require fresh approaches. Start by reassessing the value your current PR provides to check the results reflect what you need today.
• Should you be less proactive on earnings or personnel changes at this time?
•Would it pay to focus on niche audiences?
• Why invest swollen fees when you can cut your cloth to match the times?
Now is the time to make a Positive change.
2. Combine PR, social and lead gen tactics
The tech industry believes more is more, constantly innovating and bundling powerful features. Spreadsheets became dashboards, word processors merged with dropboxes and customer databases are now CRM systems. PR delivers brand credibility in good times and bad, if blended with other marketing tactics. Combining earned media outreach with lead generation and social amplification boosts sales campaigns.
Integrate with Positive. 
3. Have your PR agency train your team
Legacy PR agencies encourage client dependency. Positive accepts our clients know their own tech best. We believe dynamic in-house teams can cost-effectively perform traditional PR activities without incurring fees, including:
• Does your agency present pure sponsorship deals as speaking engagements?
• Are all your media training sessions documented and reused?
• Can your in-house team draft campaign messaging before the agency checks it for press-worthiness?
Thought so. Ask Positive how.
4. Use AI for basic planning
AI is not worthless. For preliminary PR plan drafting, AI is perfect. Need a speaker events calendar? Outbound sales campaign script? Researching customer issues in a new customer segment?
AI’s ideal.
But bots can’t run live press interviews, write humorous pitches or lead a freewheeling brainstorm. Experienced PR teams bring tacit knowledge of what didn’t work last time. Their detailed best-practices means they course-correct. Positive offers the best of both - real savings where AI makes sense and unreal human creativity.
5. Use AI for early content prep
Some claim AI will replace content marketing en masse. Believers point to recent Big Tech layoffs in content moderation. They conveniently forget Big Tech uses user-generated content. These were never content-creation roles. B2C brands can adopt a ‘spray and pray’ approach to create ‘fast-food content’ which regularly damages their brand health. B2B tech buyers are technocrats. They still expect content with a human touch, sharp answers and detailed explanations, not AI hallucinations.
AI cannot replace well-executed and human quality-controlled B2B content. Think Positive.
6. Create a war chest of content
Today’s PR best practices, from rapid-response trendjacking at one extreme, to disciplined crisis management at the other, can all be planned in advance. Spot an industry-changing initiative on the horizon? Plan your response. Want to take a controversial stance on regional or international legislation? Plan your response.
This horizon-scanning approach waves goodbye to last-minute ‘planning sessions’ which rack up big fees for legacy tech agencies. Forget heavyweights pondering a plethora of different approaches.
Positive does the same job in less time, delivering more long-term value faster.
7. Target fewer, higher-value, media outlets
Some titles are bigger than others. They’re just more important to your customers, partners, employees and even those who govern. So why target every title all year long? Positive believes the opposite of a strategy is ‘doing it all’. The smart move is thoughtful engagement only with the media who really matter. This may mean focusing product news on technical titles and analysts. It may involve a campaign to broadcast outlets designed to reach the eyes and ears of Government.
Positive’s focused campaigns dramatically reduce fees for improved business value.
8. Reduce your overall PR goals
Reducing targets can seem negative. But think about it. More certainty of hitting targets is way better than overestimating your media appeal and failing. Overestimating how attractive your message is sets your PR team up for failure.
Focusing on fewer media targets, even for a quarter or two, perhaps upgrading to only top tier coverage can be just the shot in the arm your brand needs. Retargeting your PR team on quality over quantity can reduce fees and boost morale when it succeeds.
Positive will prove that to you.
9. Recycle PR content everyday
Experienced marketing folks know PR is underleveraged. But in a downturn, squeezing the max from PR pays off. Employees and sales teams may occasionally celebrate earned coverage - few really use it to drive sales systematically. Ask yourself
• Are your partners reposting all coverage?
• Are employees sharing to their network?
• Who informs your customers?
Avoid gambling that your earned media is only consumed on the day it’s published. Our clients love recycling content to squeeze more from precious PR resources in sales pitches, websites and email campaigns.
Positive adds more value.
10. Stop the retainer - go project by project
The ultimate cost saver. All PR Consultants love guaranteed retained income streams. But in times of austerity retainers may be untenable. There are economies of scale from engaging external PR only when needed, perhaps for a fast-turnaround, program with specific highimpact goals and a clear endpoint.
Bringing on a new agency, even alongside a retained agency brings new perspectives and a new vibrancy. Projects also allow both you to decide if an existing relationship should develop further or reach a natural conclusion. A third of our work is commissioned projects.
Try us before you retain Positive.

### Under the influence, 5 Influencer marketing Trends for 2024
Influencer marketing, love it or hate it, is here to stay. 
The trend towards microbloggers was always the inevitable end game of a trend that started back in the 1960s when advertising moved away from the authoritative brand voice towards spokespeople and more humanised characters. Now every brand wants a relatable micro blogger with an appropriate audience as part of the marketing mix.  With the potential market for social media almost completely saturated, this year businesses will need to be smarter if results are still expected to improve. Changes in segmentation and demographic focus are on the agenda, as businesses focus on converted sales in a harder market. User trends suggest that innovation is overdue, perhaps even necessary, as more consumers make the active choice to disengage from social media.
AI influencers will become more popular among young audiences.
While older generations value creators for their authenticity, to compete with the volume of content needed to leverage the algorithm, some influencers have already begun to leverage digital production companies to artificially produce content. AI influencers are able to generate content at a much more rapid pace that suits younger audiences. This trend will mostly benefit smaller creators, who are trying to rapidly scale upwards and compete with larger players in the space.
Segmentation will become more important with the smallest influencers creating the largest value
The virality of influencers and self-segmentation of most influencer audiences create the most positive value for SaaS businesses or those that can ship and scale their offering to meet new customers. For businesses that offer a geographically fixed product or those that cater to a niche audience, segmenting down to local influencers can offer the best bang for your buck. Similarly, having good taste in influencer selection helps amplify messaging. Blanket promotions that pop up across a segment highlight the obvious paid aspects of the promotion and undercut the value of the message. 
Brands will reduce the amount of one-off promotions in favour of spokespeople and long-term advocates
Some companies such as Plarium Games, which develop RAID: Shadow Legends, have managed to make an in-joke around their shameless lack of exclusivity when using influencer marketing. As one of the first brands to make use of influencer marketing on YouTube, the company has sponsored almost every YouTube and Twitch creator. Good marketing doesn't feel like selling, and smart segmentation can prevent this. It can be tempting to promote with several influencers across a single segment but most audiences will already follow several influencers in a given field or niche. If the entire group of influencers are all seen to be suddenly advocating for a company or product, alarm bells start to go off.  Longer-running relationships with influencers lead to more genuine connections with influencers and their audiences. Athletic Greens, the nutritional supplement company rebranded as ‘AG1’ after IPO’ing before subsequently degrading the quality of the messaging and cheapening its previous relationships by advertising at scale with several influencers, rather than expanding existing relationships with noted ‘biohacking’ influencers Tim Ferris and Andrew Huberman. Comparably, Onnit has risen in popularity alongside its longest-running sponsee and controversial podcast host, Joe Rogan, in part contributing to its acquisition by Unilever in 2021.
Influencer marketing targeting working-age adults will increase
Influencer marketing got its start on social media and sites like YouTube which had demographics that skewed younger. However, the average TikTok user is between 18 and 24, and the ‘young professional’ influencer market is rapidly expanding to meet demand. Currently, many of these influencers do not feature extensive brand promotions, likely because a savvy company has not yet figured out how to leverage the channel effectively. 
A new social media platform will change the current meta for influencer marketing
Social media has gotten stale. At the start of 2023, overall usage had fallen and user numbers have remained largely flat. While there have been some developments, Vertical video support was an overdue innovation, and algorithmic video servicing has been constantly refined since 2007 when YouTube launched.  Despite format updates, the core offering on social media has not evolved significantly in recent years; it continues to be dominated by still images and snippets of text. Social media adoption is often a grassroots effort, and a new way to leverage communities could be a way forward for companies trying to build something Meta and Bytedance can't clone. The recent growth of community-driven platforms like Polywork, Discord, Gas and Hive Social are signs of innovation to come.

### Capturing National Attention: Strategies for Securing Nationwide Media Coverage
Being featured in newspapers, magazines, radio, and TV are all great opportunities to build, establish, and elevate one’s brand awareness. 
But when you consider how many companies and individuals are pushing for coverage, it begs the question of what’s the trick to capturing the attention of the national media? Securing attention on this scale demands a different approach compared to smaller, vertical outlets. While these publications delve into industry-specific topics, national media requires a unique approach to pique their interest to ensure it will be relevant for a broader audience.
A Vertical vs Horizontal Approach
Vertical publications serve as a platform for in-depth discussions, covering a wide array of topics within a specific industry. For instance, tech-focused publications dive into the intricate details of technological advancements and innovations, catering to the interests of tech companies and individuals. These platforms thrive on comprehensive analysis and commentary, offering a deeper understanding of industry-specific subjects.
However, when aiming to capture the attention of national media, there are significant changes. Merely presenting a detailed analysis or an industry-focused narrative will not suffice because the average reader of a national newspaper will not have as deep of an interest in a specific topic. Because of this, national journalists demand stories that resonate with their vast and diverse audience and a narrative that evokes excitement and relevance on a broader scale. The key lies in crafting a storyline that not only captures attention but also addresses how it impacts the everyday lives of the general people and consumers.
Offer expertise for emerging stories
National publications seek stories that are not only compelling but also have the potential to create a buzz, this can even be a story which hasn’t been picked up nationally yet. This is why being in tune with trending topics within the national media sphere is crucial. The more dramatic and exaggerated the story, the more chance there is of a national journalist being interested. It is also crucial to keep in mind that for journalists, timing is everything—swiftly recognizing and capitalising on emerging stories by tailoring pitches to match the urgency and relevance of the news cycle is paramount
Knowing your (national) audience
The art of pitching to the national media involves understanding their audience's interests and delivering content that aligns with their needs. Going into it with the mindset of ‘just pitching a national story’ is not enough. Channel 5 News has a very different audience to BBC 10 o’clock news, which has a very different audience to Channel 4 News at 7pm. 5 News’ audience is predominantly female, a large chunk is in the north of England and their audience loves a good showbiz story. The impact of knowing this about a publication should not be underplayed; it’s imperative that PR professionals know the audience of which publication their pitching and tailor it to create ‘buzz’ around what each audience is interested in
To summarise, securing coverage in national media outlets demands more than just industry-specific knowledge or a detailed analysis. It requires a nuanced understanding of national publications, how they operate, and who they write their stories for. Ultimately, it's about connecting with a broader audience, whilst offering stories that intrigue, engage, and resonate beyond industry specifics. 

### Media Fragmentation, good or bad for PR?
The media landscape has fragmented in the digital era, the total amount of engagement with news content has increased, as has total viewership.
Ofcom has found a third of the UK now consume news from a variety of social media accounts, often with small, niche audiences. The ‘mainstream’ media outlets in the early 2000s were likely the largest single media companies that will ever exist. 
It was a unique situation where distribution was constrained by various channels. As a result, a mainstream culture was able to form, where an advert on a single channel could reach millions. The internet has broken down the mainstream somewhat, for good and ill. It’s now possible to be culturally and informationally siloed, which massively changes the landscape for us in PR.
Previously, the competition was high for a limited number of top-tier publications which covered a broad audience. While this remains a target for any PR firm worth its salt, which publications are targeted has become more important than ever.
Finding the right fragment
As a cousin of marketing PR has always been about targeting, not simply microphoning out a message but directing it to the right ears and the now fragmented media landscape has made this easier
Competition has been dispersed between smaller publications (or publications that have shrunk from their peak). Rather than large singular firms that have connections to the largest outlets, smaller teams are able to have more meaningful relationships with groups of specialised journalists. As a result, businesses can have a better return on their investment in PR knowing that their messaging is being concentrated for the greatest effect. The focus of the outlet is not the only variable, the audience that reads publications have also migrated
Diamonds on a beach of rhinestones
For B2B a core group of interest are executives and decision makers in organisations. Traditionally, outlets like Forbes or the Economist have catered to that audience. However publications like Dark Reading or Seeking Alpha have supplanted their appeal with a tighter industry focus. Meanwhile, the largest ‘business’ magazines have used their brand equity to pivot to a more mass market appeal as readership dropped in the early 2010s. Understanding the migration of audiences is now a critical and largely underappreciated aspect of effective, modern PR.
It also means that PR is more important for those industries because access to the top targets is tied to PR firms that specialise in that space. The main benefit for the wider PR industry is that a larger volume of smaller firms operating in smaller spaces has led to greater innovation. Each firm has their own approach to PR that will suit different messages and this marketplace of ideas is pushing the industry to adapt to the new media landscape faster than a single large firm can react.
It’s not all bad news. Thanks to the integration of social media and news, the average audience  member is much more engaged with the content consumed. This engagement ultimately makes PR more effective. Media coverage does not only borrow the authority of the publication, journalists have a personal brand which should be accounted for by the best PR firms. The main takeaway is that while the downfall of Twitter has some claiming that the news landscape will revert back to trusted outlets, it is more likely another iterative shift. Transitions are iterative cycles rather than circles, rather than reverting to a smaller selection of trusted outlets; algorithmic factors are driving consumers to more isolated communities resulting in a further fragmented audience as the ‘digital townsquare’ dynamic of social media is curtailed. 

### Competing with AI? Why it’s not as bad as you think
The recent Artificial Intelligence Safety Summit in the UK sparked plenty of debate around the promise and perils of Frontier AI. 
While it holds the potential to accelerate scientific breakthroughs and business innovations, concerns remain about its misuse in warfare or its impact on human jobs. As PR professionals, how should we view this technology - as a friend or foe? 
There's no denying AI already aids many facets of public relations. Content creation, sentiment analysis, predictive analytics - AI lends us in PR an extra hand. But moving forward, will we be in direct competition with AI systems? Can they brainstorm creative campaigns as we do, plan strategically, and even have better relationships with our clients? The fear is that skills we once thought were our exclusive domain, AI could replicate.
This doesn't mean the end of human PR. More so, we must clearly define our differentiating strengths over AI. What can we offer that intelligent algorithms cannot? Intuition, empathy and personality - these remain distinctly PR-human traits. While AI exceeds us in statistical analysis, we connect ideas in flexible, novel ways that no machine can match. And relationships - a core of PR - depend on emotional bonds only people can form.
Our work also goes beyond simple tasks. In high-stress situations like major launches, rebrands or in crisis comms mode, we make judgement calls in ambiguous situations - understanding nuance and interpreting social contexts where hard data falls short. And we account for ethics, grounding decisions in human values. Such higher-order thinking arises from our lived experiences - something no AI possesses despite ingesting endless data points.
In fact, AI can only function well with human guidance. We carefully craft the algorithms, data sets and performance measures underlying systems - requiring ingenuity that only humans have. So while AI is helping to handle an increasing workload, our PR skills are very much still uniquely human.
The future, which PR firms should start to chase, is an augmented flack - human creativity aided by AI efficiency, helping us with reports and spreadsheets so we can focus on deeper relationship building, strategising and campaign design
We remain irreplaceable by playing to our strengths - creativity, ethics, strategy, and relationships - while leveraging AI’s benefits. The rise of AI doesn’t diminish the PR profession in the same way it doesn’t for journalism - if anything, uniquely human skills become more obvious than ever before.

### The battle of apple vs android has heated up
Apple has unveiled its plans to roll out RCS, Rich Communication Services, support next year, promising a messaging experience to outshine the ordinary SMS or MMS. 
This is a reaction to pressure from the EU’s new Digital Markets Act, pushed by their competitors. However, instead of letting others adopt iMessage, Apple will continue to allow SMS to run alongside it - meaning Android users are stuck with their infamous green bubbles. 
According to the tech whisperers, an Apple spokesperson spilt the tea, emphasising that RCS is the go-to for users wanting to shoot messages across rival phones. This doesn't mean they're ditching the iconic iMessage, this is set to stay put as the ultimate Fort Knox of messaging for Apple users.
Get the message 
Cue Google, the Android mastermind, banging on Apple's door for RCS integration. Google’s "get the message" is all about security.  No encryption, no security – Google wants better for all of us. Could this whole campaign be put down to Android users' jealousy over the negative connotations associated with the green bubble
The Digital Markets Act
Here's where the plot thickens. The European Union’s Digital Markets Act (DMA) throws its weight into the ring, nudging Apple to get on the RCS train. Major digital players must play nice, letting users easily interact across platforms. This proves that Apple's RCS revelation isn't just a response to Google's pleas, it's a response to the EU’s regulations - they got there before they were made to. 
The messaging game is about to get a major facelift. With RCS on the horizon, prepare for a new era where messages are flowing effortlessly between android and Apple.. However, we haven't quite ditched the green bubbles yet, is yet to come? 

### Journalists meet Positive
The Must-attend Event for Good Times, Great Connections, and er, Bingo
Positive’s annual journalist drinks took place earlier this month in Mayfair. The team hosted a lively gathering of journalists from media outlets including the BBC, Daily Mail, and IT Pro. 
The well-attended event united experienced and up-and-coming journalists all mingling with their journalism peers, covering anything from politics, insurance, cybersecurity and general day to day news. 
For us, F2F events with journalists allows us to not only improve relationships and meet their colleagues, and allows us to thank them face-to-face for their attention to our growing client list. In a world where too many legacy PRs hide behind keyboards, it feels great to show the real us, the people behind the screens. 
The evening kicked off with an icebreaker game of "people bingo," which had everyone laughing and chatting as they tried to find their fellow journalists who matched certain descriptions. Now, for everyone wondering what ‘people bingo’ is, it involves having a bingo card that swaps numbers for individual attributes you must find about someone else, for example, finding someone in the room with the same eye colour or birth month as you. First person to complete a full house wins. Who doesn't love a bit of PR/ Journalist competitiveness with prizes to be won?
The Party Rolls On: Fun and Conversations Continue
As the evening progressed and drinks flowed the braver amongst us enjoying a few shots to keep spirits high. Engaging conversations ensued, ranging from discussions about the state of tech journalism, the election, the insurance industry and we even saw an up close and personal live AI Co-pilot demo. It was a fascinating insight as to how best to interact and pitch journalists at all levels. 
We were graced with heartwarming compliments about our work. One prominent journalist commended us for our thorough research before reaching out and for only pitching topics that align with their interests. This touching testament to our dedication in fostering strong relationships with journalists, thrilled the team.
It was also reassuring to hear we clearly portray our industry understanding - something mentioned to us multiple times throughout the night.  One journalist who described us as an extremely proactive agency in responding to editorial requests. We are all friends here. 
This annual  event has proved a resounding success, offering journalists a chance to connect, socialise, and enjoy each other's company in a relaxed and informal setting devoid of pitching. Overall we left feeling connected, refreshed, and ready to tackle the next big story our clients present to us. While this may be our annual event, it doesn't imply that we cease communicating with journalists for the remaining 364 days of the year. We are always engaged in conversations with journalists, so please don't hesitate to contact us with any questions/ thoughts or feedback. Get ready for our next event, you won’t want to miss it!

### The exaggerated death of physical attendance
Humans are social animals. It's important for both our mental and physical health to spend time with other people.
 Despite this self-evident fact, in-person attendance for meetings, tradeshows and even parties has declined. While there has been a rebound since the dark days of the pandemic, attendance numbers for industry events are still lagging behind their pre-pandemic levels in what might be a new normal. A few factors are driving these trends. Considering the cost of in-person events, businesses will be evaluating whether it’s worth the expense.
No such thing as a free lunch
First and foremost, travel is increasingly expensive, video conferencing is slightly more than free. This simple economic calculus has pushed all but the most important meetings online and this is likely to remain the case for the foreseeable future. Not only is there a financial cost but a carbon cost to ‘needless’ business travel. While it would be nice to have every meeting in person it isn't sustainable, especially as businesses become increasingly international. For meetings, technology will probably reduce the already minimal friction a screen creates. Google is currently working on a video conferencing setup called Project Starline which reduces the feeling of a screen between participants. This is a much less intrusive solution than the metaverse
Conferences vs parties, a needless distinction?
This leaves special events as the last bastions of in-person attendance. These broadly fall into two categories: parties and conferences (which devolve into parties in the evening). Exhibitions are adapting to the new normal, offering tiered pricing for online vs physical attendees, in some cases and streaming keynotes. Despite this, most events will sell more physical attendance tickets than online which suggests that the main value of many events is in the conversations on the exhibition floor and the fringe events. Parties cut out the exhibition part and cut straight to the socialising. 
Considering an online event ticket can be around a tenth of the price of an in-person ticket, it would suggest that 90% of the value of an event is in the socialising, not the speakers and the marketing materials. These events are never going to disappear but which events are worth spending the time and money to attend is now more flexible. Buying a booth for an exhibition is a less certain investment than in previous years, but the value of a party has proven resistant to inflation.

### The importance of teamwork in PR
PR is inherently a team sport, we share clients, ideas, challenges and afternoon snacks. 
At Positive we don’t do siloed work, we want everyone fully up to speed on all our exciting clients, their technology and day-to-day tasks. For this reason, internal communication is vital, so that it is clear who’s taking responsibility for what and when they’re getting it done.
This mode of working is vital to the success of PR, creativity is so important when thinking of new campaign ideas, and how we can improve our media relations to be able to bounce ideas off one another. This also provides much more added value to the client who always has 4 brains working on the PR every day as opposed to just one. While brainstorms, pitching ideas and sharing interesting news stories are invaluable, working effectively as a team enables us as PR individuals to learn from each other and develop our skills. Across the Positive team, we have so many different ages, backgrounds and former careers, who can always lend a helping hand whether that be expert information to developing presentation skills.
Team continuity 
While this form of working offers a host of benefits to us at Positive, it also benefits clients. We always want them to know there are multiple points of contact at Positive, who will all be able to handle any requests that pop up. This ensures that when team members are on holiday, we are always offering full attention and support to our clients.
With a team comes energy, and in a people-facing job, energy levels can quickly be drained by the constant communication involved. This is where the power of co-workers cannot be underestimated, they are always there to offer their insight, keep you focused and re-energise you.
Importance of Variety
We always say that the P in PR stands for private relations, that’s because our best work always stems from our close understanding of our clients, their specific requirements, and the latest technology, as well as a deep awareness of the journalists, their content, and their beat. And let's face it, people want different things that a single individual cannot provide. This is why having multiple people across the account means that clients and journalists alike will find different working, writing and organisational styles that suit them
When thinking about the wider team in media relations, it’s crucial to recognise that what appeals to one journalist might not necessarily resonate with another. By engaging our entire team in representing clients to the media, we broaden the spectrum of personalities for the media to engage with and understand. This, in turn, fosters improved relationships and a deeper understanding of each other's perspectives.
With shared work comes shared responsibility, and I can safely say that the individuals I get to spend every working day with are some of the finest in the industry, who never let me or our clients down. As I said, PR is a team sport and I’d be hard-pressed to find better company.

### Building Bridges, not Barriers: The Do’s and Don’ts of Media Relations
Media relations, the art of dealing with journos and editors, is a necessary skill for anyone working in PR, essential for harbouring coverage for clients. 
While in theory, anyone can do media relations, a high level of expertise and finesse must be applied in practice to succeed. Here is a list of some of the top Do’s and Don’ts of media relations to help you succeed in PR.
DO research the journalist and publication
The key to succeeding with journalists is showing that you know who you’re pitching to. The more generic the pitch, the likelier a journalist is to pass on it, so it's crucial to get a personable aspect across, using a targeted approach. Do they cover these types of stories? What are their interests and preferences? Do they prefer stories with emotional pulls or do they want specific data only? Identifying these details is the foundation of a tailored approach- it can be as simple as complimenting their previous work! Small moves like this not only enhance your chances of getting their attention but also help to maintain a relationship with this person for the future.
DON’T write too much
Journalists receive up to 500 emails a day, dozens of calls, and goodness knows how many direct messages on Twitter, so have to be ruthless about who they reply to. If a pitch is long-winded, it will be skipped. Make your writing concise, to the point, and immediately engaging. Highlight the main aspects without overwhelming them with unnecessary pleasantries- a well-crafted subject line can be your best foot in the door. Overall, respect their time and keep it brief, which can even leave them more intrigued.
DO use different media channels
A great way of reaching journalists isn’t always via email or phone. It can pay off leveraging social media and other online platforms to get your idea across. The benefit here is that you are using a method to conduct media relations that others may not. Journalists see social media as a more informal way of reaching out, maybe not for something breaking tomorrow, but for a topic or particular interest that you can develop in the coming weeks. Leveraging social media such as X (formerly Twitter) allows you to make it more personal. This can help build a strong rapport with the journalist, which is often missed out on with traditional outreach. 
DON’T be afraid to follow up
Journalists often don’t see an email or listen to their voicemail so assuming that a lack of response means rejection is a mistake. By following up (within reason), you not only demonstrate your commitment to the story but also acknowledge the fast-paced nature of their profession.
Although following up is an important part of media relations, so is knowing when to back off. If the answer is no, accepting it and demonstrating understanding to the journalist will show professionalism. Therefore, what is required is a delicate balance between persistence and gracefully accepting defeat.

### Why Face-to-Face PR Still Matters in the Digital Age
When you’re spending eight hours a day in front of a screen, you sometimes forget the importance and power of face to face meetings. 
Despite the obvious ease of emails, instant messaging and video calling, making the time to meet people in the same room, whether clients, journalists or event attendees, is vital in growing professional communication skills.
There are multiple occasions which require PR execs to venture into the outside world and plenty of opportunities to make virtual connections a living, breathing reality. 
Journalist Briefings
For clients and expert spokespeople, face-to-face briefings with the writers are particularly important. 
These meetings with journalists are great because they allow our clients, namely the SMESs, to build trust and rapport with journalists, understand their needs and interests, demonstrate their expertise, and develop mutually beneficial relationships. This can lead to more successful pitches in the future and stronger coverage, and a better overall reputation for the expert and their company. 
Additionally, in-person meetings allow experts to communicate their ideas more effectively than they could through digital communication. Everybody hates video call lag, no one more so than SMEs, who sometimes lean on their body language and facial expressions to convey their enthusiasm and passion. In real-time, they can answer questions and clarify any points of confusion that the journalist may have. 
Face-to-face meetings are good for journalists too because they allow for more in-depth and informative coverage. Journalists can get more information from their sources, develop relationships with them, and get a better understanding of the topic that they are covering, leading to more accurate and insightful reporting.
Client Updates
Meeting clients face-to-face is important for agency-based PRs as it helps us to have stronger relationships, more effective communication, and better alignment on goals and objectives.
These meetings allow us to get to know our clients on a more personal level. This helps to build trust, which is essential for any successful relationship. When clients feel like they can trust their PR team, they are more likely to be open and honest about their needs and goals. Face-to-face meetings are an important part of any successful PR agency's client relationship strategy. And who doesn’t love an excuse to go out and have lunch!
‘On background’ Coffee dates
Organising face-to-face meetings with journalists allows us to build stronger relationships with them. This is important because not only are journalists more likely to listen to people they know and trust, it is good to make friends in the industry, people who get what you do and therefore can help and vice versa. 
Meeting face-to-face with journalists allows you to build a personal connection, getting to know them on a more human level. This breaks the ice and proves you’re not just a face behind an email signature. 
Meeting live gives you the opportunity to learn more about the journalists' needs and interests. This information can be naturally used to tailor pitches so they are more likely to be successful. Face-to-face meetings allow you to demonstrate your expertise and knowledge to journalists. This positions us as a valuable source of information, and again not just as a random name behind a screen . We do know our stuff! 
The outcome? Journalists are more likely to be interested in your stories. Building strong relationships with journalists also means that they are more likely to go the extra mile for you, such as agreeing to an exclusive piece or giving your story more prominence.
Attending Industry Events
We pride ourselves on knowing our stuff, but that only comes with educating ourselves and consistently updating our knowledge of tech and of the media who write about it. One of the ways we do this is through attending top tech events. Anything from the likes of Big Data London to Saastr, we love to attend a variety of events which improve our tech knowledge. 
Tech is a rapidly changing industry, and we need to stay ahead of the curve to effectively represent our clients. Industry events provide an opportunity to learn about the latest trends and developments, as well as to hear from experts in the field. You also never know who you’re going to meet when you attend these events, they’re a great place to network and meet new people who understand the industry. 
Overall, meeting face-to-face is an important part of any successful PR strategy. It allows you to build trust and rapport, in mutually beneficial relationships. This can lead to more successful pitches, stronger coverage, and a better overall reputation for your company.

### Cybersecurity’s newfound direct  link to business value
Antivirus and a firewall, that’ll do it. That was the sort of glib statement those of us in IT used to tell ourselves in the pre-social media era. 
Things were easier back in the days before cybercriminals could make a very good living from stealing our data, extorting us to pay ransoms or compromise the security of an entire nation. How times have changed.
Nowadays there is much more cyber insecurity around. There are multiple advanced attacks each day and according to Positive clients there are thousands of ransomware demands each quarter. Many are paid in full by corporate victims desperate to get back what they lost, protect their brand and hope the bad guys don’t come back again, before they are patched up
Our online world, or cyber landscape, has evolved from a ‘One and done’, firewall-plus-AV, landscape to one where even the best-rewarded cybersecurity professionals need to be on constant alert with real-time capabilities and crisis plans. Meanwhile their boards have to deal with a zero trust, advanced threat, cryptojacked dystopia, where sometimes all the money in the world cannot buy real protection
The best, the most realistic organizations, realise it is not when, but if they are breached and with that in mind, they stay in an ‘Always On’ state of readiness. They know, an annual pen test fest with Red Teams versus Blue Teams and large bills to follow, are mostly for show. The day after the test, their ‘Cybersecurity posture’ is compromised by the inevitable changes caused when running a business with digital inputs or outputs. For this reason, Automated Security Validation, from vendors like Pentera, Cymulate and Picus are changing the game to give an ‘always on’ capabilities
So in 2023 we are never ‘One and done’. We are never going back to the digital equivalent of a Maginot line. Just as we expect more and more connectivity and more and more devices to bring us every more data, we have to reapportion the attention and budget we spend on cyber security
But there is an upside to the increasing amount of management time cyber is taking up. It can create differentiation. Customers and investors are starting to pay attention, as you can see from the conversations about breaches in the media and amongst fellow consumers and more importantly in the share prices and long-term viability of businesses.
Too much? Let’s not forget what happened to Carphone Warehouse when its cyber security was breached, it was fined and finally retreated from the high street. Other brands like Sony and Marriott have so far ‘gotten away with it’ in terms of long term business damage following hacks. How long will it be before share price, company valuation and brand value/goodwill are directly linked to Cyber Security? 

### Ding dong. Why Lloyd’s Lab should be on every insurer’s smartphone
After five years most tech investors look to cash-in or double-down on the stable of companies they bet on half a decade ago. 
This is when their risk is rewarded or written-off and when the high and lows of entrepreneurialism are starkly laid out. It is when the chips are counted.
If you had invested in the over hundred alumni from the ten cohorts so far graduated from Lloyd’s Labs you would be a happy risk-taker and would almost certainly be reaching for your cheque book. The insurance technology business accelerator set up in 1998 by the world’s foremost insurance market, Lloyd’s of London, has seen some dramatic successes. We particularly like fertility health leader Gaia, in-transit insurer Anansi, anti-greenwashing pioneer, SecuredCarbon and pricing decision intelligence leader, and Positive client, hx.
Representing Positive’s sister company, Categorical, we were privileged enough to be among the lucky 100 attendees of Lloyd’s Labs fifth birthday party, literally dad-dancing around the famous Lutine Bell. If there is such a thing as star-studded in the conservative world of insurers, this was the gig.
In his opening speech Lloyds CEO, John Neal, pointed out the desk, or ‘box’ as Lloyds calls their workspaces, where he previously worked and regaled the assembled syndicates, brokers and entrepreneurs with the changes he has seen since last he wielded his slipcase in anger.
Neal’s stand out point was when he reiterated that 86% of what Lloyd’s now insures is intangibles. These are most definitely not ships, bricks and mortar, rather they are the intellectual property and brand reputation which Positive and others seek to enhance.
There was a light-hearted Q&A from senior figures at Apollo and Chaucer among others and the deadly serious business of international expansion, which Lloyd’s plans for the US, Singapore and elsewhere.
As a British-founded and tech-focused consultancy, Positive really hopes the efforts of Lloyd’s Labs, which once-described itself as the ‘Silicon Valley of insurance’ is indeed a massive success. We are actively looking for more insurtech clients and so we too hope to help Lloyd’s in the next part of its 300 year journey.

### ADHD is my superpower
In light of the recent Mental Health Awareness Day, and in typical ADHD fashion, I’m late to the party explaining my experience. I was also late to the ADHD party, being diagnosed at the age of 30 after a three year NHS waitlist.
Going all the way back to when I was 27 - feels like a distant memory now - I remember the responses when I first told friends and family my GP referred me to a specialist. “You’re not that hyper are you?” or “I’ve never seen that in you” or even “I don’t think so”. As if I were lying; as if I hadn’t taken every online test I could find that all said “overwhelmingly adhd”; as if I hadn’t spent hours completing an in depth form comparing me as an adult to me as a child; as if I hadn’t searched for ADHD to not be the answer; as if I hadn’t spent every day up until then thinking there must just be something wrong with me. Questioning the validity of someone’s mental health is one of the most hurtful things you can do.
First, it’s important to understand that ADHD is expressed differently for women and men, as it is for adults and children. There are now three classifications; Combination - where someone shows impulsive and hyperactive behaviours, as well as inattention and distractibility; Inattentive and distractible type - someone who only show inattention and distractibility behaviours; Impulsive/hyperactive type - when someone only shows impulsive and hyperactive behaviours. I lean more on the second although my impulse control is severely lacking.
ADHD is...
For me, ADHD is never being able to read an article to the end, without reading another three at the same time.
ADHD is running out the house and forgetting something every. single. time. Work pass, house keys, bike lock keys, bike lock itself, trousers, shoes, purse…
ADHD is hearing a question but only listening to the first bit, or the last bit, but never all of it.
ADHD is interrupting people constantly because something has grabbed my attention and I have to blurt it out right there and then. But it’s also feeling guilty for the rest of the day, constantly recreating the conversations I interrupted that day, or the previous day, or the previous month.
ADHD is starting a hobby but getting bored after a month, so then starting another. Books I’ve still to read, piles of wool I’ve yet to knit, plants on windowsills I need to pot…
ADHD is not hearing someone the first, second, third, or even fourth time they say my name. Even if they’re right in front of me.
ADHD is stopping listening to people mid-conversation, which is obvious to them and completely oblivious to me.
ADHD is being clumsy; constantly finding bruises, constantly dropping my phone.
ADHD is impulsive; it’s getting on a train or tube without looking where it’s going, or booking a last minute holiday forgetting you already had plans
ADHD is impatience at people, myself and the world.
But, there are elements of ADHD that are totally complimentary to the world of PR. Perhaps, even, a superpower.
We’re manic multitaskers - we can write five articles at once while reviewing content, searching for stories and managing clients.
We’re creative thinkers - we think about a million things at the same time, all of the time, allowing us to make connections and creative mad ideas others couldn’t conceive.
We can hyperfocus for hours and the rest of the world disappears. After two years working on Soho Square I only heard the church bell ring every hour when it was pointed out by a colleague.
We are hyper productive - albeit not constant. I can complete forty hours of work in eight hours some days, but find motivation incredibly challenging on others. It’s why I like going into the office three days a week using the energy of others to motivate myself.
ADHD is creative and amazing and exhausting, all at once. 
It is how and why I am, but it is not who I am. It is an explanation for how I behave and react, but it is not an excuse for poor performance or bad behaviour. Once you understand your triggers and symptoms, you need to identify tools and tactics that help manage your ADHD.
I write lists on paper and type lists online using apps like Todoist or Asana. I write extensive notes because my brain forgets as quickly as it excites. I forget calendar invites so I add several reminders including 1 minute before and automate recurring reminders so you don’t have to worry about them. I create false deadlines to create enough pressure for me to complete tasks my brain deems boring. And if that doesn’t work, I escalate - promising content to a colleague or client by a date. Often, last minute stress is the only way to action “boring jobs” - for me, that’s anything admin related.
I walk to work and try to go to the gym at lunch - exercise is proven to help calm and focus an ADHD mind. So is skipping caffeine, but that one's a bit too hard for a coffee lover so minimal caffeine drunk only in the morning is my achievable solution. Having regular bedtime and morning routines are also important - even though routines are almost impossible to maintain.
And finally, I’m open with colleagues about my symptoms. If I haven’t responded, there are two scenarios. One, I’m busy but I am listening and will respond once I’ve finished the task I’m working on. Two, I’m hyper focused on something and have no idea you exist right now. If I’m not looking at you, I’m probably not listening. If I turn away mid conversation, it’s not personal or deliberate. Say my name until I hear - I do not mind. And make sure I’m looking at you.
ADHD gives you the ability to hear every conversation in a room or nothing at all. Being able to think about several different things at the same time gives me an advantage over most people who can only focus on one or two. It makes keeping abreast of different teams and clients easier for me than others, while being able to connect stories others wouldn’t. But it also makes work harder.
Often, neurotypicals cannot grapple the challenges we face, instead perceiving it as laziness. We’re not lazy, we’re just in a constant battle with our brain. But we can win with the right structure and coping mechanisms in place. And creative jobs like PR are the perfect place to stretch our ADHD muscles.

### Why you should consider a career in PR
Turning chattyness into a superpower
Were you that kid in school who couldn't resist engaging in conversations in class, the one often told off for talking too much? Or maybe you’re the type who thrives on socialising, finding genuine pleasure in interacting with new people every day. If this resonates with you, then welcome to the world of Public Relations (PR), where your natural attributes can flourish into a creative and fulfilling career.
After a brief stint in retail management, I remember vividly helping with a store opening where the press came to cover the event. Dealing with the media and navigating the interviews given to them, I realised something- I was in the wrong job, luckily I simultaneously realised what the right one was- PR
Suddenly, those traits that once seemed like distractions became prized assets in an industry that values communication, sociability, and creativity. While teamwork, time management, and organisation are essential in any job, it's the scarcity of roles that truly harness your interpersonal skills and imagination that makes a career in PR truly unique. For me, PR is one of the few professions that allows me to embrace my personality. Sure, you have to be professional, but you certainly don’t have to put on an ‘act’ of the rigid, robotic processor because being yourself is pretty key to building these all-important relationships.
The key to success in PR lies in nurturing connections—establishing and maintaining those crucial relationships. It's a realm where individuals thrive on developing networks, generating fresh and innovative ideas, and enjoying the dynamic nature of managing multiple projects simultaneously.
The PR work culture
More than just a profession, the PR world is full of vibrant personalities. Whether it's your clients or your colleagues, the people you surround yourself with play a pivotal role in job satisfaction. So when considering what career to go for, don’t overlook the importance of finding your people in the workplace. PR has the added benefit of being the perfect blend of the corporate world's intriguing, fast-paced and dynamic nature, while also being limitless with opportunities for creativity and social engagement.
Powerful and intentional communication is a skill, one that shouldn’t be underestimated in terms of its significance or overlooked in terms of its complexity. Helping clients figure out how best to add to important conversations, where they want to fit in the space and who they should be talking to. This is a complex puzzle that is so rewarding to figure out. So for those who want to combine their interpersonal skills with the creative, look no further than a career in PR.

### Marketing and PR, cousins not siblings
Marketing and public relations are two related but distinct functions within a company. While there is some overlap between the two, there are several key differences:
Related, but not as closely as you might think
Fundamentally, marketing is to promote a company's products or services to reach and appeal to customers or clients. Marketing focuses on advertising, selling, and driving sales. 
The purpose of PR is to build and manage the reputation and public image of a company. PR is trying to spin or create positive media coverage, managing communications and relationships. In this sense PR is synergistic with marketing, adding another layer to the top of the sales funnel above marketing, both guiding potential customers to the brand. While sales and marketing are siblings directly related, needing to essentially hand over customers from marketing to sales. PR shares the common relation of effective communication, but sits in its own realm, requiring a different knowledge set to earn media coverage rather than purchase it.
Living on the same street
Marketing and PR often both rely on mass communication but achieve it through different means. Marketing pays for it’s views, billboards adverts etc, PR earns it’s views. This is why a good PR team can punch far above its weight class. If you have a marketing budget and run programmatic ads you can predict exactly how many impressions you’ll get, and roughly what conversion rate it will have. A PR team can take a small brand with no budget and get them on the evening news in front of millions. This is because knowing the media landscape and which messages and stories can act as levers which allow a smaller company to achieve a larger amount of influence. Open letters are a great example of this. A relevant open letter can encourage other firms to add their signature, borrowing their credibility by virtue of being perceptive to the concerns of other firms and the wider market.
Measuring the intangible
Measurement is an important part of marketing and PR because both have a perception of being intangible. Key marketing metrics are sales figures, traffic, conversion rates, and ROI. The measurement of which has been massively enabled by digital advances compared. PR focuses on impressions, mentions, message pull-through, and brand visibility. Marketing is becoming increasingly quantifiable; the technology behind PR measurement is still being developed with different platforms that support PR analysis using different methodologies. Despite this, modern methods of analysis such as share of voice and power of voice are able to give an indication of public perception and impact. This measurability is key to communicating the value of PR and with modern technology it is now much easier to meaningfully evaluate the impact of a firm's PR.
While marketing and PR are complementary disciplines, marketing aims to drive sales and transactions. PR involves indirect promotion, primarily through third parties, to build brand awareness and manage reputations. Marketing sells products, PR sells perception. With different purposes, tactics, audiences and results, the two have distinct approaches. 

### In-house PR in the Cyberwar Era: Adapting to an Increasingly Knowledgeable Media
For PR professionals, especially in tech/cybersecurity, our job has always been about staying one step ahead. We have to anticipate story angles, prepare spokespeople, and get ahead of any brewing media storms. But now, with cybersecurity exploding into public consciousness, the media landscape is evolving faster than ever before.
Where journalists once had only a surface-level understanding of cyber threats, many now are arriving to interviews armed with sophisticated knowledge of the latest attacks, vulnerabilities, and security terms. Reporters are devouring cybersecurity content to better cover breaches, malware threats, and growing geopolitical tensions in cyberspace. For PR pros, this means the "gotcha" questions are getting more complex while the window to prepare intelligent responses is shrinking rapidly.
To adapt, PR teams need to further immerse themselves in the latest cybersecurity issues and lingo. They should read cybersecurity publications, follow key experts on social media, and brush up on essential terminology and concepts. When briefing executives, they must think several steps ahead to anticipate challenging cyber-related questions. And when a breach occurs, PR pros need to react swiftly with messaging that shows sophistication about the nature and scale of the attack.
The PR learning curve is steeper because cyber risks evolve so quickly. But taking the time to truly understand this brave new world of cyber-savvy media will be well worth the effort. Those PR teams who can get ahead and stay one step ahead of the ever-intellectual journalists will become invaluable assets to their organisations
With cybersecurity now fully in the media spotlight, successful PR means mastering both the latest technology and communications strategies like never before

### PR in social media is obvious, which one to pick is the real question?
In a world driven by digital connections, an effective PR strategy hinges on leveraging social media platforms.
 From brand visibility to audience engagement and crisis management, social media is where businesses can come to life. A successful PR strategy will use social media to encourage impactful messaging, making it easier to capture attention in a fast-paced environment. As social media platform preference continues to vary, PR professionals who stay up to date with these forms of communication will win out in comparison to those who don't. 
Tweet your way to PR triumph 
Despite recent controversies, X has become an indispensable tool within the field of PR due to its unparalleled reach and influence. It serves as a direct channel for engaging with audiences, journalists, influencers and other stakeholders. Twitter offers real-time updates and news sharing, allowing PR professionals to stay ahead of trends and create meaningful discussions within their industry. 
When it comes to sharing company updates and creating engaging content, Twitter helps amplify brand visibility and foster a sense of community. This is essential when it comes to maintaining an active online presence in a world that is becoming increasingly digitally reliant. Plus, everyone loves a good hashtag!
Elevating Your PR Game on LinkedIn
A personal favourite, LinkedIn, has emerged as a necessity in modern PR strategies. LinkedIn is more than just a professional network platform, its current form offers a tailored environment for relationship building and brand promotion. It’s no surprise that PR professionals thrive on building strong relationships and LinkedIn provides the perfect environment for doing so by sharing thought leadership content, industry insights and company updates. Harnessing the power of LinkedIn’s potential is non-negotiable for a robust PR approach in the digital age. The more connections, the better!
Picture-Perfect PR
Instagram has become a marketing powerhouse due to its visually captivating nature and enormous user base. As a platform primarily centred around images and videos, PR professionals have begun to leverage it to more easily showcase brands, products and campaigns in an engaging and creative manner. 
From the perspective of the consumer, Instagram offers a highly interactive and direct engagement experience. Commonly used features like stories, reels and live streaming facilitate transparency and authenticity in PR efforts - increasing brand awareness. Keeping that in mind, an occasional ‘influencer’ brand partnership can benefit most PR campaigns, and Instagram happens to be the perfect platform for these collaborations.
Implementing Social media in your PR and marketing strategy is a no-brainer in 2023 - however, the differentiator lies in how you leverage the best of each website to your own advantage. 

### SaaStock Local - Pulling yourself up by your bootstraps
The Positive team recently popped down to the Paddle offices to attend the SaaStock London local event.
 These local events are smaller break out sessions versions of their full conference in Dublin. This evening event was all about bootstrapping startups to £5 million. 
The crowd of people was enough to get around the room and speak to everyone, but not so few as to make breaking away for a private chat awkward. While the focus of the event was bootstrapped companies, there were entrepreneurs from companies of all sizes, many having surpassed the five million mark already. 
An interesting audience
The bulky rucksacks and plimsolls were a dead giveaway that most of the audience was made up of entrepreneurs. Every question in the Q&A had the interest and expertise of someone who was trying to build or had already built their successful business. The passion that came across was infectious. Most people had prepared questions for their business specifically, as a result, the Q&A had almost no fat on it and could have gone on late into the night. 
The key speaker was Bridget Harris, founder of YouCanBookMe, one of the first calendar scheduling apps for businesses. She covered her own journey, starting a business while working part time, all the way to managing a team of 20. Bridget had an axiomatic approach to business that took her niche product and created principles that apply to any product in any industry. Seeing CEOs taking notes in the audience plainly confirmed the value of her advice. 
For the Q&A Bridget was joined by James Gill, founder of GoSquared, a web analytics provider, and EcoSend, a net zero email marketing platform. James had a much less straightforward path to market. He was happy to reflect on the hard lessons learned and provided a nice counterpoint to Bridget’s path to success. 
Both founders emphasised the importance of revenue for a bootstrapped company, why having an ideal customer and focusing on their needs was the crux of profitability. James particularly mentioned that his first product didn't actually solve the problem he was targeting. Painful insights only come from focusing exclusively on the value a business wants to add. If you want to be profitable it can mean letting go of something that appeals to the engineers, something a lot of startups struggle with. 
It’s testament to how well SaaStock has built a community that after the Q&A, both panelists stayed behind answering questions and socialising. After a few minutes, the speakers had all blended into the crowd completely.
It was a fantastic experience meeting entrepreneurs across the SaaS market who were committed to bootstrapping their vision at a time when many who took external funds are struggling with lofty valuations. What stood out was how this potential handicap had enabled them to be more agile; forcing them to think their way out of problems rather than spend. It was a pleasure to meet such a passionate, well informed community. We can’t wait for the next event.

### The tech on everyone’s lips at Big Data LDN - GenAI
Back in London Olympia, this year’s Big Data LDN was bigger and better than ever. 
Walking through stand after stand of exciting new data startups and scaleups alongside tech giants like IBM and Microsoft, it was a feast for the eyes and brain. Arriving after the lunch rush on Day 1, we quickly started the Big Data LDN tradition - queueing for presentations.
From Sully to securing GenAI
First on the list was a talk from Privacera Co-Founder and CEO Balaji Ganesan who talked about ‘data Security Governance in the Age of Generative AI’. An interesting note at the start, Balaji revealed he survived the 2009 aeroplane crash, which saw Captain Chesley Sullenberger land US Airways Flight 1549 on the Hudson River in New York City. Perhaps you saw the film Sully…This, he said, was a key driver behind his life ethos of not wasting a moment.
Today, Balaji said his business has evolved to create a system that puts guardrails on GenAI tools so businesses can be safe in knowing employees can use it to help their day-to-day but not abuse it to access data they shouldn’t. It’s a key issue businesses worry about when thinking of how to integrate GenAI into business operations without leaking IP - or worse.
Diversity in data starts with people
Next, we headed to the Women in Data Theatre to be inspired and educated by Natalie Cramp from Profusion, Jeri Culp from HP, Data Leadership consultant Ruth Spencer, the Mayor of Newham Rokhsana Fiaz OBE, and Olivia Duane Adams from Alteryx. The topic focused on the skills gap in data - but the advice given went far wider than filling those roles today. 
Natalie Cramp talked about what we can all do to ensure the new generation in school today grows up excited about data, wanting to work with data, and knowing they can work in data. A key way to get kids excited about data? Rokhsana Fiaz said we need to drop the complicated jargon - simplify the language we use and show how younger people already know and use data, they just don’t realise it.
I’ll be back
A final panel to quickly nod to looked at separating the GenAI hype from reality. One audience member asked what was the worst thing GenAI could do, to which he was told GenAI had been fed the script from The Terminator…Jokes aside, though, one panellist likened the rise of GenAI to the 90’s dot-com boom. Everyone’s trying to do it but no one has the special sauce yet to do it well.
It won’t be a surprise to those in the tech industry that GenAI and data bias were current themes at this year’s Big Data LDN. How far the conversation moves on next year may depend on whether anyone discovers an impactful business use case for GenAI. Maybe then we’ll go from hype to reality.

### Big Data London - The perfect first Industry Event!
I was really excited to have the opportunity to attend my first industry event, and there was no better place to do so than Big Data London 2023, a show Positive helped grow from its inception to the major show it is today.
Walking the showfloor really elevated my tech industry knowledge, and I look forward to transferring all I learnt into my role here at Positive. Observing the engagement of keynote speakers with fellow data economy enthusiasts, I found the event immensely inspiring and motivational.
Food, and coffee, for thought
Throughout the afternoon, the conference was buzzing with activity and it was clear everyone in attendance had a shared enthusiasm for data, analytics and AI and a keen appetite to learn more
The event logistics were exceptionally well executed, with impressive show booths consistently bustling with an active crowd who were rushing between theatres every half hour. This maximised learning from delegates and the interactions with the show sponsors on-stand
I was especially captivated by Fivetran offering free coffee - always a bonus at these events! Live on stand, we got to listen to industry professionals and innovators, with a specific focus on how GenAI will impact all our lives in the near future. It was really interesting to learn about all the new product developments in this category and how easily we can all integrate GenAI into our working lives
Narrowing the data gender gap
Personally, I thoroughly enjoyed the panel discussion from Women in Data. Their discussion emphasised educating and involving more young women in tech with the aim of narrowing the gender gap within the industry. The panel, of highly accomplished women in tech, highlighted the need for companies to prioritise training their current staff as well as fostering a psychologically safe workplace culture.
One piece of advice I will be sure to take away from the event was from Natalie Cramp, CEO at Profusion and Chair of Health at Women in Data. She explained that no matter how successful you become in your career, you should never stop asking for help from the people around you. Whether it's from fellow colleagues, CEOs, or recent graduates, there's always a fresh opportunity for learning
Embracing this continuous approach to learning will undoubtedly enhance my future performance in my career. I'll be sure to never forget this advice. I thoroughly enjoyed attending my first industry event, and I look forward to attending many more in the near future. 

### How to nail thought leadership
Public relations can be distilled into multiple facets. From speaking with the media or liaising with clients, it always goes back to the core message of the business you represent. 
Thought leadership is a mix of almost every aspect of PR. From messaging, design, and strategy all the way to media relations and demand generation. It matters because it is the most important method for building a strong brand. 
But successful thought leadership is more than a keyword or one opinion piece. It must be tirelessly looked after, refined and refreshed to ensure it aligns with your business values and the state of the industry.
This is the purest essence of the message that you are trying to get across. It’s the expertise that separates your client from the rest. In a crowded tech market, nailing thought leadership is, these days, increasingly difficult, but a much more worthwhile experience.
Below are a few tips to ensure your thought leadership isn’t the same old cookie-cutter message plastered across every other tech firm. 
 Detail
You can be forgiven in tech for using a plethora of acronyms, expressions and buzzwords. It’s par for the course! However, that can’t detract from what those words actually mean. The more detail you can provide about your business or technology without compromising on appeal or interest is key to dominating your chosen space.
 Consistency
Those working in comms and content creation seem to believe in the one-and-done rule of messaging. They’ll work tirelessly, devoting hours to an exclusive thought leadership piece, only for it to be placed, published and moved on like yesterday’s news. 
If you have a message that you truly believe is important, you need to be getting it out there as often as possible. That’s not to say you must repeat yourself or syndicate the same thing over and over. Rather, ensure your message is distilled for the relevant opportunity. And if you’re struggling to repackage your message, we have tips on how to do that too. 
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It’s one thing to have strong thought leadership, it’s another to see it in action. Blogs on your website, or a hashtag, while helpful, are just not enough. You must see how your message resonates with the media, the wider industry and your competitors. No publications interested in meeting with your SMEs? Maybe it’s time to find an aspect of your message that is more appropriate to the news cycle. Can’t seem to get across to prospects how you’re different from your rivals? Use your own carefully crafted message, with familiar and simplistic language, to separate yourself from the pack. 
Remember, original and organic thought leadership does not come from prayer or voodoo magic. It comes from a steady combination of creating additional value for your business and building knowledge surrounding your industry and the wider conversation.

### Silly Season lessons. What smart PRs do over the summer
As the sun starts to rise a little bit each morning, let’s reflect on making the most of PR in the summertime
PR Summer Haze
Every summer PR’s face the challenge of the summer shutdown. Parliament is in recess, journalists are in and out of office and clients know better than to make any major announcements during this time. For those left in the office, the news is slow, journalists aren’t responding yet we know the PR show must go on. For many, the summer can feel like a tedious time, but at Positive we think of it a bit differently. We tend to use our summers to go one step further, be more creative and think of fun out-of-the-box ideas, or as we like to call it; the summer sillies.
Summer Sillies
What are the summer sillies I hear you ask? It's PR creativity at its finest, an opportunity to help the journalists taking on the work of their OoO colleagues and pitch left-field ideas. For those in B2B tech PR, it's a time to reimagine the endless possibilities that our clients tech. For us this summer, it was everything from myth-busting Mission Impossible technologies to real-time data flows improving Taylor Swift ticket sales. When the summer sillies hit, the possibilities are limitless, as bored journalists eagerly embrace fresh and entertaining concepts. It's a win-win situation. With little news to jump on and few announcements, working on fun side campaigns are a great way for PR’s to boost client coverage and include them in new conversations, with new contacts. It’s a great opportunity to rethink the way we position our clients in the media and brainstorm new topics and trends to comment on. That carries on into the autumn, as we look to leverage the learnings of these victories and apply them going forward.
Whoever said the summer was slow?
Silly Season at Positive has had clients who have been featured in new, exciting and national publications. As a company, we took the time to refocus our PR strategy for every client, preparing for the bustling autumn season head (already in full swing), by connecting with journalists, forming editorial calendars, and planning exciting campaigns for the event season. Summer shouldn’t be considered a haze in PR, it is a unique opportunity to pause and cultivate fresh concepts, establish new connections, and position our clients in innovative and timely discussions that may not be immediately obvious.

### When you don’t need Tech PR
It may surprise you to learn Positive thinks not all Tech firms need sophisticated agency-led PR.  Certainly not in isolation.
We save our clients money where an alternative to PR works. We can do this because we offer media relations in the context of a broad range of marketing services which we also offer. This means we can afford to be brutally honest. So here is our guide which we hope answers the original question of the value of PR in today’s tech market.
Needs PR
Established company announcing new product to new customers
New category launch
Launching new product to existing customers
Thought leadership to new, high-growth community
Leadership changes based on high-growth with good back story
Big brand customers signing for the first time
 
May need PR
Bootstrapped start-up pre product market fit
Established company dropping new product to existing customers
Thought leadership to existing, high-growth community
*New, post ‘22* Start-up raising high Seed to Series B funding
Leadership replacement for good leaver
Big brand customers re-upping their commitment after success (with spokesperson)
 
Does not merit PR
100 percent Product-Led-Growth company (Basic product, only online signups)
*New, post ‘22* start-up raising low Seed to Series B funding
Thought leadership to existing, low-growth community
Leadership changes based on bad leavers
Reduction in Force (RIF) announcements
No brand customer wins

### Does Tech need PR anymore?
A former colleague asked the killer question. Fifteen years after we both worked together, ten years since we last caught up live he still had the power to get straight to the point.
“What is the measurable value of Tech PR today?”
Amazingly clear, this question is one even seasoned tech leaders, who know better, still ask themselves. The answer is PR drives the top of lead funnels like nothing before and since. But like B2B Tech itself, Tech marketing and PR has changed. 
First the news channels shrunk, then the action moved to social media, then Hubspot and others claimed linkbait drove traffic, which for a while it did. Then influencers arrived, in many cases replacing analysts. 
This all meant Tech PR had to change too. Now viewed over a longer timescale, media relations tactics are adopted fast and often fall out of fashion just as fast. This is not that surprising. By its very nature news changes fast and experimentation is rife across tech sales and marketing. 
The trouble with Inside Sales and Customer Success
Telesales became Inside Sales. Support became Customer Success. Now the trend for ‘Product-Led Growth’ (PLG), allegedly brings, get this, ‘headcount-free growth’. So what happens when PLG dries up and nobody has heard of you? 
There is value in each marketing tactic and none is a silver bullet to solve stalled sales. But inside sales and PLG work best for ‘standard’, easy to explain products. This is something my former colleague’s team had just found out as his Inside Sales team tried to step up to enterprise budgets, with enterprise buyer expectations and was asked ‘Who are you?” again and again.. 
In PR, Thought Leadership and Content Marketing have now merged, at least in the minds of many marketing pros, despite the fact one is a goal, the other tactics. Most recently, the cult of Customer Success has been massively downgraded, as it became less about upselling to delighted customers, more a desperate fight for subscription renewals. Customer Success is now a more dangerous claim than ever, because now SaaS subscriptions come under real buyer scrutiny from those who hold the purse strings.. 
Zoom, Twitter and PR
To be fair, since he and I last worked together, PR has changed a lot to become more relevant.  Lining up grand media tours where dozens of reporters descend on Central London, New York or Paris worked way better in the past,  before Zoom changed all our interactions. 
Press releases worked OK until Twitter sped up news cycles from weeks to minutes. Samey content was fine to drive SEO until ChatGPT raised the game and made everyone OK to average.
Today’s Tech PR requires a new skillset. The ability to differentiate B2B Tech offers from others, not at the ‘feed and speeds’ level, but as clearly explained business benefits which help non-techies see the business value. When press coverage speaks directly to the value line of business buyers can gain, the area of simplifying tech has never had more value. The ‘middlemen’ technocrats have in this way been disintermediated.
The very good news is the more general press has caught up with the trades. We may be using traditional PR skills, of ‘thinking like a journalist’ and providing valuable views supported by data, but we are aiming to impress a wider and more sceptical non-techy audience. 
The even better news is that as PR comes under the spotlight, marketing teams are more willing to share its value. Recent examples include a large German enterprise deal which came directly from a local press report and a partnership announcement which alerted customers that they could use both of the solutions together, something which had not occurred to them previously. We have numerous other examples to share.  
Recycled PR is more valuable than ever
More often than sales teams appreciate, these sales outcomes are earned by PR results which are then recycled by other parts of the marketing mix, like social, email campaigns and of course on websites, where even today, many sales journeys start.
So today’s Tech PR might bring way more value than ever. As other tactics come and go, the ability to persuade others, under the harsh glare of editorial scrutiny is one to be valued. 
Thinking of the results from Tech PR as feeding other solid KPIs like leads, deals and not just brand awareness and share of voice, is where it all starts at Positive. While we are no longer holding press conferences, cutting out paper clippings or relying on SEO snake oil to lure in buyers via Google rankings we are literally on the same page.

### PR and Taking the Road Less Stupid
A good public relations team is a form of insurance for your business. 
Growing as a business is as much about doing everything right as it is about doing nothing horrendously wrong. Keith Cunningham covers this in The Road Less Stupid. A large part of success revolves around avoiding classic blunders. The list of companies that, after years of profit, crashed and burned after one scandal is beyond the scope of this article. A good PR team can help you land the plane before it nosedives into the ground. As well as shielding negative publicity PR amplifies a businesses success when it is doing everything right.
Having a great product with slick marketing is only going to get you so far. It’s unlikely that a business is offering something completely novel, we live in a world of refinement, and therefore you need to separate yourself from competitors. How many adverts can you remember liking but the name of the company doesn't come to mind with the recollection. Part of branding is creating a story that fixes the brand and their products in the mind. Getting in the news helps customers integrate something into their schemas. It’s easier to tell your story when you have a professional journalist writing it for you.
If you have a relevant offering and happy customers, PR becomes one of the most cost effective forms of marketing. Not only is the main cost in labour, the client has the added benefit of not having to present their message in an advertisement
Customers are increasingly adept at filtering out marketing material, when you gain traction in the news you invert the normal marketing challenge of attracting attention because your message is delivered to an interested audience that has actively sought out more information on the sector your company works in. You might be thinking, why roll the dice on a PR team that might secure coverage when most industry press charges a flat rate per article?
The problem with sponsored content
As transparency around sponsored content becomes more important to consumers, generating real thought leadership is harder than ever. Paid articles have a disclaimer letting a reader know you didn't earn your coverage. Paying your way to the top is nothing new but as we’ve seen with Twitter/X charging for verification, purchased authority is no authority at all. In fact, it can cast doubt on any organic coverage you did earn. Organic voice has always been a cut above any paid form of promotion. 
People crave truth and will prioritise a less comprehensive review by someone that they feel has no ulterior motive over an objectively better review by a faceless publication. This is why the most common search term on google is reddit, people want to see raw unfiltered opinions and make their own judgements. As astroturfing online makes it harder and harder to sort real opinions from paid, the average person is reverting back to trusted publications to sort the wheat from the chaff, even if the most trusted publications have changed. 

### What not to press release
When it comes to press releases, it's essential to strike the right balance between providing newsworthy information and avoiding topics that are inappropriate, uninteresting, or potentially harmful to your organisation's reputation
Of the first main points of a press release, it has to actually be newsworthy. A press release should only be issued for significant announcements, achievements, or events that have a genuine impact on your organisation or stakeholders. Avoid trivial or irrelevant news that may waste the media's time. With this in mind,  they should always concentrate on the organisation and its news, not personal anecdotes or irrelevant personal details about individuals within the organisation.
It's important that everything that's in a press release is approved. You should never disclose confidential or sensitive information that could harm your organisation, or breach legal agreements. Don’t forget a press release is a public document. Similarly, a release should focus on factual information, avoiding personal opinions or engaging in controversial topics that could alienate or offend readers.
Lastly, credibility is crucial in a press release. Avoid making false or exaggerated claims about your organisation's products, services, or achievements. Provide accurate and verifiable information. By avoiding these pitfalls, you can ensure that your press release maintains a professional and newsworthy tone while effectively communicating your organisation's key messages to the media and the public.

### Beyond the Headlines: Where do the press source their information?
When reading our favourite journalists' articles or our preferred publications, we very rarely take a step back and think about where they may have got this information from. 
Where are the stats from, where have they heard this story, how come they heard it first? 
Well, the press obtains their information from various sources. Top breaking news stories relating to government or critical national infrastructure normally come from interviews with key figures and experts, press releases from organisations and government agencies or official statements such as a new royal baby or a Prime Minister resigning! 
But, what about news that breaks overnight or from across the globe? The tried and trusted wire service provides news from around the world. Journalists can then wake up to the exciting things they missed while they slept!
We can’t forget about social media, it is 2023 after all and social media and online sources are excellent ways to keep up to date with breaking news. Despite Twitter's recent questionable changes, trending topics which are updated in practically real-time allows journalists and PR’s to check what's going on at the very moment it is announced or reported on. 
Sometimes, journalists even get their news from us. The PR’s. We are all avid news hounds and are a great addition to a weekly news round on a pub quiz team! We spot stories or see the breaking news occasionally before the journalists do. We pitch them the story, the angle while also informing them of the news itself! 
Articles which are reporting on things like ‘job vacancies are at an all time high', or ’cyber attacks are on the rise’ get their information from organisations which do their own extensive research such as the ONS or private companies which are pitched to journalists from PR agencies. 
For us, keeping up to date with breaking news is extremely important to the success of our clients. There are a plethora of opportunities out there for our clients to comment on and contribute to, making it vital that we identify the opportunities and do it fast. 
Obviously there are different levels of credibility to each source but the number of sources that are available to receive up-to-date, real-time information on what is happening across the globe is something we take for granted. It makes our jobs within this industry much easier and makes every single day of work exciting and different. We never know what is going to happen!

### Making the P in PR stand for personal
If you asked someone even a decade or two ago what working in public relations was like, they’d probably talk about briefings that turn into three-hour lunches, phones constantly off the hook and drinks with journalists going into the later hours of the night. Now? Not so much. 
A lot has changed in the way that PRs engage with the press. Namely, the aftershock of the global pandemic has meant that you can’t reliably assume a journalist will be at their central London office, or in an office at all. That means ringing their desk number will likely send you to voicemail, and ringing a journalist’s mobile number is often a big no-no unless you already have an established relationship with them. For a while, Twitter, namely DMing, became a reliable alternative to getting through to top-tier journalists. However, Musk seems hell-bent on destroying the foundations of that app and has removed most of, if not all features that enable you to do that. Meanwhile, BlueSky and Threads don’t seem to have the same mass appeal and are mostly used for personal, rather than professional reasons.
So where does that leave the humble PR? In a bid to stand out, we have markedly fewer ways to get journalists' attention, therefore we have to be creative. Here are just some of the ways to truly engage with the press.
Tip 1- Actually learn what they do
The advice may sound obvious but it is probably the biggest frustration felt by journalists. Why would an economics reporter take a story about Human Resources? Why would a defence correspondent care about the state of UK insurance? Knowing, at least at a base level, what the journalist covers is an easier way to get a fluid conversation going. From then on, build up your knowledge of their special interests. They may be a technology reporter, but frequently tweet about the state of UK defence, giving you an in to pitch your cybersecurity piece! 
Tip 2- Don’t oversell
When you finally get a journalist to reply to your email or phone call, you may be thinking that as you barely get a chance to speak to them, you should fire off every possible idea/angle/story that you have. While a double sell in certain cases may work, this can harm you in the long run, as it looks like you’re just throwing stuff at the wall to see what sticks, rather than have a meaningful conversation.
Instead, leave a breadcrumb trail of stories when speaking to a journalist like ‘Oh you don’t like this bit of news? No worries at all, FYI - I have a report coming out in a few weeks that I think you’ll be keen on.’ You come across as more credible and have a great reason to get back to them in the future with something that could actually work. 
Tip 3- When in doubt, appeal to the human side 
Working in corporate PR often makes you feel as though your outreach needs to be as formal as possible, to match the tone of your clients. This couldn’t be further from the truth. Speaking to journalists like humans, whether it’s by making jokes, using popular culture to explain your clients’ work or asking about their weekend plans, will more likely create an actual connection with the journalist.
At the end of the day, the state of modern media and journalism is hard, really hard. Being personable and understanding with the journalists you speak with is a proven way to make long-lasting connections. Not only is it worth it for short-term success with clients, but for your long-term career in the PR industry.

### How to pitch the Most Authoritative Threat Report in cybersecurity
We typically associate late July with a few things - school’s out, the sun is (usually) shining and, most excitedly, the SonicWall mid-year threat report comes out.
 One of the most exciting assets in cybersecurity, the Positive team has once again knocked it out of the park. With coverage in major nationals like the Financial Times, crypto publications including the Block and Decrypt, as well as old core-tech favourites such as Computer Weekly, it was another great success. Below, the team recaps how they found this year’s iteration of the report. 
Phoebe Campbell-Rees - Senior Account Executive 
Without a doubt, one of the best parts of this job is launching the threat report. The prestige of the report and the authority of its data provides the perfect opportunity for us to flex our muscles, and speak to lots of journalists. From old contacts to new names, we ensure they’re up to date on the current threat landscape and its implications.
These conversations with journalists are anything from letting them know when the report is dropping, to introducing its data and how it relates to someone’s beat for the very first time. This is the beauty of this asset, despite many nationals awaiting its arrival every year, there will always be those who haven’t yet been introduced to the go-to report for anyone talking about cyber, the SonicWall threat report. For this reason, it's such a privilege to work on this team and be part of its evolution. 
Ellie Dibdin - Account Executive 
The threat-report release is always looked forward to within our team. It is a really exciting time for us to work together to secure top-tier coverage for our clients. Although, coupled with this excitement is the fact that it takes a lot of preparation. The build-up for a report release is intense, making sure pitches are written and ready, top-tier targets are identified and the best possible angles are discovered. The fun then begins, explaining to journalists what the report entails and what key data has been identified which will wow and educate the British press, from truly the best in the field. 
Carl Escoffier - Account Manager
Any data-based report requires as much prep time as possible. Not only will you have your headline statistic but you’ll want to do a thorough analysis of the data to ensure you haven’t missed out on any key angles.
Typically, a lot of the threat report success we see is based on the increase in ransomware attacks; this data and analysis have helped SonicWall be a household name on the subject. However, this year, the data in the mid-year threat report showed a decline in ransomware attacks, for the first time in what feels like forever. So,we had to change our tact, highlighting other forms of attacks.
That was, however, until we took a close look at the month-by-month data, and while there was an overall decline, the past three months showed ransomware skyrocketed. This angle was immediately more favourable to security writers, leading to more coverage! 

### How to stand out from the crowd in PR
There are 6 PR’s for every journalist in the UK, in a sea of many, standing out from the crowd is essential. 
This can be even more tricky when for many journalists, PR’s are pesky pitch writers flooding their inboxes. Getting journalists to realise your value, requires them opening up that email or picking up that phone in the first place. So how to stand out?!
Getting noticed in a sea of many
Make yourself more than that subject line, you are a human, show them that. Adding a headshot to your email or Twitter really helps to humanise you and makes you more memorable in every interaction. This over time, creates familiarity and increases your chances that your email or message will stand out to them in the future. As far as the content of that email goes, show them you know what they write about, and what they’re interested in and get to the point, succinctly. Journalists are brilliant at sharing how they want to be contacted, their news beat and their life interests. Connect on those levels. We all work in the same industry, you’re bound to have a lot in common. Doing all this leads to a positive working relationship with each journalist, who understands that what you bring is valuable, accurate and high-level
Often in PR, it is joked that the P stands for Private Relations, I’d argue it stands for Personal. In the same way, every journalist has their writing style, column, beat and specialism, PRs do too. Individuality is key, as this is an industry where creativity, intellect and communication skills are key. where possible, try and demonstrate that, don’t be afraid to offer high-level thoughts on a news topic, do tell journalists how much you enjoy their writing, and think outside the box as to how your clients can help them enhance their knowledge or story
Never be disheartened, in a sea of many there are always opportunities to stand out. 

### Greenwashing vs. Sportwashing: The Sneaky Side of Media Manipulation
Greenwashing and sportwashing are two tactics observed in the media that involve manipulating public perception to create a positive image. 
Greenwashing refers to the deceptive practice of presenting a false impression of a company’s environmental and sustainability work. Companies may use vague claims, irrelevant information, lack of transparency, or green imagery to make themselves appear more environmentally friendly than they actually are. The purpose is to attract environmentally conscious consumers and gain a competitive advantage by attempting to capitalise on the growing demand for environmentally sound products, but it undermines genuine efforts to address environmental concerns.
Sportwashing, on the other hand, is often associated with major international sporting events like the Olympics or World Cup. It involves hosting or sponsoring these events to divert attention from or improve the image of organisations with poor human rights records or controversial activities. By associating themselves with such events, these entities aim to create positive associations and enhance their global reputation, potentially overshadowing any negative attention.
From a PR standpoint, it is extremely important to be transparent with our clients' messaging to make sure that no clients are portraying information on  greenwashing and sportwashing which is not true. It is also vital that everything we portray to the media on behalf of them is accurate and can be backed up if questioned by research data, certifications, or third-party endorsements.
Both greenwashing and sportwashing highlight the importance of critically evaluating information presented in the media. Consumers and the public need to be careful when evaluating claims and looking at what companies and organisations actually do.

### How to recycle content
Making your best work and client’s message timeless, again and again
There are many reasons why a PR would repurpose old work. An old topic may have suddenly become trending again, you’re starved for new thought leadership or your client has a message they want to push hard.
But to avoid plagiarising yourself and annoying editors, how do you ensure your recycled content stays fresh?
Begin by considering a better way to put your message than previously. Just because it’s the same content doesn’t mean you have to follow the same format or use the same real-world examples or wording. The news and research data is your friend in this case. If stuck, imagine how you would write it if you were writing it for the first time.
The next step is to be cutthroat. The length of bylines and op-eds have shrunk significantly in the past few years and a lot of old pieces can be decluttered. Be honest, what can go, and what must stay? But it’s important to keep the same structure so that your client’s USP is still present. 
Our top tips for recycling content 
When it comes to the actual writing process, here are things to keep in mind. Look at the sentence itself rather than changing individual words. Remember that synonyms are your friend in this case. Swap sentence structures around to give them a fresh spin. Not only that but feel free to split them up or merge at will. A simple trick is to flip positives and negatives around in your articles, changing the tone of the piece but not the core message. 
Generally, aim to write it all in one session, so you’re aware of what you’ve been swapping/changing. If you need to take a break or pause, highlight how much of the original piece you’ve covered.
Repurposing does not need to feel like a high school Wikipedia stealing session. You and your client have spent dozens of hours fine-tuning messaging for a specific campaign, it’s important you can squeeze it for every last drop it’s worth. 

### How to leverage research in PR
Sharper than the pen, and mightier than the sword, data is PR’s best weapon 
So you’ve got a lovely research report from one of your clients. Maybe it’s all about cybersecurity? Or it focuses on failing DE&I initiatives in certain countries. Perhaps it’s as simple as a report on the cost of living crisis. 
But there are many things to consider to ensure it goes far, wide and covered online.
Make sure you're on the same page
First things first, is to be aligned with the client on the purpose and validity of research. Journalists frequently complain that the people pitching reports have no specifics of the data, or aren’t sure what they can or can’t share. Being aligned with your client on the data will allow for smooth sailing in your pitching. 
Keep in mind when the best time to release data is - try to avoid major public holidays or school breaks when fewer journalists are able to engage in the story. Also, look to time your research to major events where your data is most usable. But don’t be afraid to look up competitors and when they release their data on similar subjects. Even getting a week ahead means your data is fresh and novel, rather than following a trend and likely to cause journo data burnout. 
Application of research
Thirdly, think about how the research is likely to be used. Yes, there will be publications covering the research in its entirety, but others will need convincing (or coaxing) into finding its relevance in wider stories. There is an urge to pitch data, which you are convinced is national-worthy, to everyone who has ever featured the word ‘business’ in their articles, but hold back. Doing targeted outreach based on vertical or topic focus will not only make your research more personalised to the individual but decrease the odds of you being marked as spam. 
Lastly, be aware of how holistic your data is. If it is measuring an entire year’s worth of statistics, don’t think of the release as ‘one and done’. You have an entire year to pitch that data, reacting at speed to breaking news or planning your PR calendar around it. 
Research data is one of the most consistent pr-able assets that an account executive can have to take to the journalists. Keeping these key tips in mind will make sure your data falls into the right journalist’s lap, rather than in the bin.

### Staying up to date with the endless news cycle
The introduction of the 24-hour news cycle has created a fast-paced environment where a story is only as good as it is long.
 Wild competition across media organisations and the speed of social media mean some stories can drag ad nauseam while others disappear in the blink of an eye.
So with continual news with constant updating, how do you, bright young PR, keep track of it all. 
Keeping Track 
The first thing is to understand what you need from a story first. Is it in-the-moment updates or a deeper analysis of what’s going on? Despite Twitter’s extension of character count, you’re unlikely to find long-form think-pieces there. But you will find breaking news before any journalist can open up a new draft.
Speaking of Twitter, turning on notifications for accounts that break news will help your reaction times. Cybersecurity buffs will want to turn to Hacker News, while economics buffs want to follow reporters at Reuters who have the typing speed of a wild-west gunman.
The last tip is to subscribe to as many morning-focused newsletters as possible. Written by incredible journalists so early in the day they must have a coffee drip in their arms, they prepare you for the biggest stories by 9 am. Some recommendations include The Times morning briefing, The Guardian’s First Edition & TechMarketView’s UKHotViews.
With these tips, you should be better placed to find the most essential stories and crucially, stay on top of them. 

### Navigating the Latest Regulatory Landscape
Staying up to date with regulations that affect the tech industry is crucial to ensure you have the best possible knowledge and background for your client. It's also important to guarantee you stay compliant with any GDPR or legislation that may affect your business.
Establish reliable sources
Identify key regulatory bodies and industry associations relevant to the tech industry, such as the Federal Communications Commission (FCC) or the Information Technology Industry Council (ITI). Regularly visit their websites or subscribe to their newsletters for updates.
Follow industry-specific publications
Subscribe to reputable tech-focused publications, such as TechCrunch, Wired, Bloomberg or Reuters, which often cover regulatory developments. They provide insights, analysis, and news related to technology, including legal and policy matters.
Engage in professional networks
Join industry forums, attend conferences, and participate in relevant webinars. Networking with professionals in the tech and legal sectors can help you stay informed about emerging regulations and their implications.
Monitor government websites
Regularly check government websites, particularly those of regulatory agencies and legislative bodies, for announcements, proposed regulations, and public consultations. Most governments have dedicated portals for accessing regulatory information.
Leverage social media
Follow relevant regulatory agencies, industry experts, and legal professionals on platforms like Twitter and LinkedIn. They often share timely updates and insights on regulatory developments. Also follow any relevant hashtags and businesses which will post about new regulations or bills
Join industry associations
Become a member of industry associations and trade groups that focus on the tech sector. These organisations often have dedicated committees or working groups that monitor and advocate for regulatory matters affecting the industry.
Monitor global developments
Technology companies operate in a global market, so it's essential to keep an eye on regulatory developments beyond your local jurisdiction. Stay informed about international standards, data protection laws, and emerging regulations worldwide.
Regulatory landscapes can change rapidly, so it's crucial to allocate regular time for staying up to date. By employing a combination of these strategies, you can ensure that you stay fully up to date with any regulatory changes that could affect your business or your client.

### The What When and How of trendjacking
Bringing a client into a national conversation is no small feat, but with the right what, when, how, the possibilities are endless.
Trendjacking is a simple but nuanced form of proactive outreach that offers expert thought leadership on a trending topic. Getting this right can be challenging.
First identifying what to trendjack
This must be a brand new or trending story that a client can reasonably offer a new angle or expert analysis on. This means being up-to-date on messaging, what topics or verticals are important to clients and having close communication with your spokespeople. You don’t want to over-promise the press, and more importantly, never put your client somewhere they’re not comfortable with.
The next step is when to trendjack. 
Assume with trendjacks that you are always already too late. Speed is key, as busy, prolific journalists have tonnes of emails and phone calls heading their way, you need to be one of the first to redirect the story and get your client's insight across. This means speedy reactions from clients to make it clear their interest in the story and standpoint.
So now you have your story, you have your angle and comment, now what?! Given the buzz around a breaking news story, it is crucial to adopt a no-fluff approach. Be upfront with journalists about what you’re offering them, they have little time and so you must be succinct in explaining why your client's perspective will support the developing story. But be precise, you must KNOW this story, and be able to preempt how it may develop and what journalists need/ what they’re likely to ask.
Essentially, view every new story as an incomplete puzzle that your client is going to help them solve. So as a PR you must anticipate and persuade both spokesperson and journalist that their analysis is fundamental to understanding this story. Now you understand the what, when and how of trendjacking, consider if a story dropped tomorrow, are you prepared to successfully jump straight on this and truly leverage thought leadership to make the news?!

### ADHD is my PR Superpower
In light of the recent Mental Health Awareness Week, and in typical ADHD fashion, I’m late to the party explaining my experience. I was also late to the ADHD party, being diagnosed at the age of 30 after a three year NHS waitlist.
Going all the way back to when I was 27 - feels like a distant memory now - I remember the responses when I first told friends and family my GP referred me to a specialist. “You’re not that hyper are you?” or “I’ve never seen that in you” or even “I don’t think so”. As if I were lying; as if I hadn’t taken every online test I could find that all said “overwhelmingly adhd”; as if I hadn’t spent hours completing an in depth form comparing me as an adult to me as a child; as if I hadn’t searched for ADHD to not be the answer; as if I hadn’t spent every day up until then thinking there must just be something wrong with me. Questioning the validity of someone’s mental health is one of the most hurtful things you can do.
First, it’s important to understand that ADHD is expressed differently for women and men, as it is for adults and children. There are now three classifications; Combination - where someone shows impulsive and hyperactive behaviours, as well as inattention and distractibility; Inattentive and distractible type - someone who only show inattention and distractibility behaviours; Impulsive/hyperactive type - when someone only shows impulsive and hyperactive behaviours. I lean more on the second although my impulse control is severely lacking.
ADHD is...
For me, ADHD is never being able to read an article to the end, without reading another three at the same time.
ADHD is running out the house and forgetting something every. single. time. Work pass, house keys, bike lock keys, bike lock itself, trousers, shoes, purse…
ADHD is hearing a question but only listening to the first bit, or the last bit, but never all of it.
ADHD is interrupting people constantly because something has grabbed my attention and I have to blurt it out right there and then. But it’s also feeling guilty for the rest of the day, constantly recreating the conversations I interrupted that day, or the previous day, or the previous month.
ADHD is starting a hobby but getting bored after a month, so then starting another. Books I’ve still to read, piles of wool I’ve yet to knit, plants on windowsills I need to pot…
ADHD is not hearing someone the first, second, third, or even fourth time they say my name. Even if they’re right in front of me.
ADHD is stopping listening to people mid-conversation, which is obvious to them and completely oblivious to me.
ADHD is being clumsy; constantly finding bruises, constantly dropping my phone.
ADHD is impulsive; it’s getting on a train or tube without looking where it’s going, or booking a last minute holiday forgetting you already had plans
ADHD is impatience at people, myself and the world.
But, there are elements of ADHD that are totally complimentary to the world of PR. Perhaps, even, a superpower.
We’re manic multitaskers - we can write five articles at once while reviewing content, searching for stories and managing clients.
We’re creative thinkers - we think about a million things at the same time, all of the time, allowing us to make connections and creative mad ideas others couldn’t conceive.
We can hyperfocus for hours and the rest of the world disappears. After two years working on Soho Square I only heard the church bell ring every hour when it was pointed out by a colleague.
We are hyper productive - albeit not constant. I can complete forty hours of work in eight hours some days, but find motivation incredibly challenging on others. It’s why I like going into the office three days a week using the energy of others to motivate myself.
ADHD is creative and amazing and exhausting, all at once. 
It is how and why I am, but it is not who I am. It is an explanation for how I behave and react, but it is not an excuse for poor performance or bad behaviour. Once you understand your triggers and symptoms, you need to identify tools and tactics that help manage your ADHD.
I write lists on paper and type lists online using apps like Todoist or Asana. I write extensive notes because my brain forgets as quickly as it excites. I forget calendar invites so I add several reminders including 1 minute before and automate recurring reminders so you don’t have to worry about them. I create false deadlines to create enough pressure for me to complete tasks my brain deems boring. And if that doesn’t work, I escalate - promising content to a colleague or client by a date. Often, last minute stress is the only way to action “boring jobs” - for me, that’s anything admin related.
I walk to work and try to go to the gym at lunch - exercise is proven to help calm and focus an ADHD mind. So is skipping caffeine, but that one's a bit too hard for a coffee lover so minimal caffeine drunk only in the morning is my achievable solution. Having regular bedtime and morning routines are also important - even though routines are almost impossible to maintain.
And finally, I’m open with colleagues about my symptoms. If I haven’t responded, there are two scenarios. One, I’m busy but I am listening and will respond once I’ve finished the task I’m working on. Two, I’m hyper focused on something and have no idea you exist right now. If I’m not looking at you, I’m probably not listening. If I turn away mid conversation, it’s not personal or deliberate. Say my name until I hear - I do not mind. And make sure I’m looking at you.
ADHD gives you the ability to hear every conversation in a room or nothing at all. Being able to think about several different things at the same time gives me an advantage over most people who can only focus on one or two. It makes keeping abreast of different teams and clients easier for me than others, while being able to connect stories others wouldn’t. But it also makes work harder.
Often, neurotypicals cannot grapple the challenges we face, instead perceiving it as laziness. We’re not lazy, we’re just in a constant battle with our brain. But we can win with the right structure and coping mechanisms in place. And creative jobs like PR are the perfect place to stretch our ADHD muscles.

### Quantum Day: Exploring the Potential of Quantum Computing
Forget ChatGPT, the digital landscape is on the cusp of a groundbreaking shift with the advent of quantum computing.
 The great ‘Quantum Day’, known by some as the Quantum Apocalypse, will usher in a new area in the way we all work with technology. Much like the internet and Generative AI have, quantum computing will speed ped up the way we work to almost breakneck speed.
The emerging sub-atomic technology promises unparalleled computational power and opens up new horizons for businesses and industries. However, amidst the excitement, we must also confront the potential danger quantum computing may pose to humanity.
Quantum is closer than it may appear
It is no exaggeration to say quantum computing's arrival signifies a paradigm shift in computational capabilities. It offers exponential processing power by harnessing the principles of quantum mechanics.
For businesses, this means tackling complex problems and computations at an unprecedented speed. Tasks that were once insurmountable due to their sheer complexity can now be solved in the blink of an eye. This opens up possibilities in various fields, including drug discovery, financial modelling, optimisation, and artificial intelligence.
The immense processing power of quantum computers enables faster data analysis, leading to insights that were previously unattainable. Businesses can gain a competitive edge by uncovering patterns and trends in large datasets, enabling informed decision-making and innovative strategies.
The potential for quantum computing to revolutionise industries is therefore immense, with real-world applications that can transform manufacturing processes, logistical operations, and supply chain management. Quantum computing holds great promise in advancing the field of cryptography itself.
As with any transformative technology, there are potential dangers and ethical concerns surrounding quantum computing. The ability of quantum computers to crack existing encryption methods poses a significant risk to data security. Sensitive information, including personal data, trade secrets, and classified government intelligence, could be compromised if quantum-resistant encryption is not in place.
Imagine, current encryption methods, which take thousands of years to crack, suddenly solved in less than a week with quantum computing. So the tech clearly poses major risks to traditional cryptographic methods. Furthermore, there are concerns about the potential misuse of quantum computing.
Quantum computers could break the encryption used to safeguard critical infrastructure, such as power grids and financial systems. In the wrong hands, this power could be devastating, leading to disruptions, cyber-attacks, and breaches that have far-reaching consequences.
Despite all this naysaying, quantum tech also offers opportunities to develop quantum-resistant encryption algorithms, avoiding the dreaded ‘harvest now, decrypt later’ schemes that are becoming increasingly popular in usage by bad actors.
The Quantum conundrum
These new forms of encryption could potentially usher in a new era of secure communication and data protection. Researchers and organisations are actively working to develop post-quantum cryptography that can withstand the computational power of quantum computers.
The ethical implications of quantum computing also warrant careful consideration. As quantum computers advance, the ability to simulate complex biological systems increases. This raises questions about human privacy, as quantum computers could potentially unravel the intricacies of our genetic makeup and personal health information. From a legislative perspective, it will be crucial therefore to establish robust safeguards and regulations to ensure the responsible use of this technology.
Quantum computing offers unprecedented processing power that can unlock new possibilities, drive innovation, and revolutionise various sectors. However, we must also recognise its potential risks to data security, critical infrastructure, and individual privacy.
Whether one likes it or not, quantum computing will be a force to reckon with in the coming years. As nation-states build their own, and regulations and laws dominate the topic, we feel like we are stuck in the middle. Business leaders must get their head around the topic and fast. Doing so will not only help them safely navigate the landscape but ensure business growth and productivity go at warp speed.

### US versus UK PR - do you know the five crucial differences?
Despite the naysayers, we Europeans adore US culture. From Springsteen to Swift, Levi’s to BAPE, Ford to Tesla, Rock n’ Roll to ridesharing, Disney or Netflix, we know great ideas when they cross the pond.
European entrepreneurs also spot the business opportunities in the amazing tech platforms which US innovators, many of them founded by European emigres, create and then build entire categories upon. Indeed entrepreneurs everywhere are constantly assessing innovations from around the world and adapting them to local markets, PR and integrating them into our digital lives.  
America is also the undisputed home of modern marketing, from branding and advertising in the last century to social media, digital commerce and influencers in this one. In our Public Relations profession the largest and most-storied public relations groups, Edelman, Interpublic and Omnicom, with combined revenues over $15bn and valuations many times this, are all headquartered in the USA.
Back to PR’s birthplace
Given America is the cradle for amazing brands, so many legendary tech firms and also the original birthplace of PR, one might think Tech PR’s best-practices are to be found there. It seems not. Over the last few years, as our business has matured and scaled, Positive’s leadership has been asked multiple times to help out when US PR agency teams have, for a wide variety of reasons, failed to deliver for clients we share.
Often these are light-hearted observations and we find them very mildly flattering. Increasingly though it has become impossible to ignore what are clear intentions to find alternatives to the traditional US PR approach. We wondered why and what we should do, so we are today announcing our intention to actively service the US needs of our clients.. More on that soon. 
We take our clients’ needs very seriously and those we have been lucky enough to serve for an extended period of time. A growing number, understand the benefit of the Positive approach. We have now codified what that is and will share it here over time. So, without being presumptuous, decades of watching our US counterparts provided us with some learnings which we think will differentiate Positive for US buyers. 
Modestly and genuinely in the hope that starting the conversation will help raise the bar for all PR professionals everywhere we want to share our learnings.
1. US PRs love meetings
Nothing wrong with meetings per se, but they need to be forward-leaning. Productive meetings are for ideation, feeding back on learnings and future plans only. Reporting should all be done on other digital platforms.  And they should seldom, if ever, be scheduled for more than 30 minutes.
2. Strategy over actions
Strategy is obviously critically important. It should be set, checked-in and reset after it has had time to bed in. Sometimes though, it is just time to act. Over-strategizing slows down, or replaces execution. Pro Tip - creating press lists is not ‘press strategy’.
3. Payment ≠ results
Some US Tech agencies we’ve worked with are, in US parlance, as ‘scrappy’ as Positive. Most are more comfortable with long explanations of why the press has shown no interest in a particular announcement. By contrast, when it comes to negotiating fees, innovation shown is off the charts, even including pre-payments in ‘escrow’ for work not even started yet. Payment and results need to be more linked.
4. Hidden costs
The hidden cost of doing business is not 100 percent the agencies’ fault. The first time non-US PRs experience the arcane and overpriced US newswire services they are both shocked and unamused. A simple service delivering press information should be priced in cents and yet costs low hundreds of dollars With this as a baseline, it is easy to rack up massive bills stateside.
5. News immunity
It is not rocket science that PRs need to stay right on top of the news agenda. This though seems to be news for too many US Tech PRs. Our UK-based teams are too often updating US teams, hours behind the UK, on what is happening in the wider news agenda. Our teams are always across the macro and industry news cycles. That way our clients can make the news.
Of course, these five points do not apply by any means to all US tech PRs, it is more a collection of observations about the average agency. For our part, we are on a mission to bring our innovations and what we have learnt back ‘to the ole country of PR’. 
We know, in the land of the free, our best-practices will be perfected, re-engineered and sent back to us even better. Looking forward very much to working on the next iteration of this fine profession which, like so much of what is good about modern life, was born in the USA. We don’t want to make PR great again, just give back and adapt it to different times.

### Tech fought The Law, but can the Law ever win?
Tech leaders like to claim there is a cataclysmic clash between tech’s dynamic innovation and the fuddy-duddy lawmakers trying to rein them in and break their spirit. 
According to this well-worn meme, out of touch old Luddites adjudicate and make laws in complete ignorance of the benefits of new tech to society. 
There’s some evidence to prove this theory. Remember when Zuck had to explain to the US Senator Orrin Hatch how exactly Facebook, at the time the most valuable company on the planet, made any profit at all? “We sell adverts” explained the young Meta CEO. 
Of course, by now we know surely tech businesses need to play by the rules. History shows what happened to Big Oil, Big Pharma and Big Tobacco. Those who enthusiastically bend the rules often, eventually and literally, pay the price to clean up their mess. 
But Big Tech is different. It has a chequered history of ‘getting away with it’.
In 2013, the EU levied a $731m fine on Microsoft, for failing to ‘play fair’. By restricting users the option to fairly opt for any web browser other than its own Internet Explorer, some 23 months earlier it all but killed off all the competition. Few of us now remember the rise and fall of worthy browser rival FireFox.
But the effectiveness of this action lies in the fact that this fine was only a tenth of the actual fine which the EU could have levied. Had the Brussels bureaucrats actually fined a then much smaller Microsoft the full 10% of annual turnover which, even at that time, would have been $7.4bn, things may have ended up very differently.
Move fast and break things
Timing is everything with tech and two years is enough time for a tech firm to see off most, if not all, of its rivals.. The speed of legal processes versus innovation in tech is the tortoise and hare fable of modern business. A key tenet of tech for years has been “First Mover Advantage” and the Facebook founder’s motto was for years “Move fast and break things”. 
Sometimes moving fast means breaking laws, not just ‘things’. A case in point was the $20bn WhatsApp acquisition in 2014 by Facebook, now known as Meta, which was widely described as its best ever. It has literally paid dividends for Meta shareholders ever since.
At the time, lawmakers were concerned about the potential pooling of data between Facebook and WhatsApp users. They were, though, placated and waved the merger through in just a month, only for Meta to do a mea culpa three years later, when it was fined €110m. Other fines have followed and are ongoing, but when your business is ‘printing cash’ all day every day, slow fines hurt a lot less. 
For a deterrent to stop the advancement of tech, legal action needs to be immediate and all consuming. This brings us to the current bill making its way through the UK Parliament at present, the misleadingly labelled Online Safety Bill.
The out of line online bill
The UK Government has taken legislation originally named in a previous decade the Online Harms Bill, designed to protect child abuse, and morphed its scope into the Online Safety Bill, now recast with the tech-like acronym, OSB, to include a head-on clash with the privacy all of those who use messaging apps expect. 
Now a bloated 262 pages, up from 145, it  has a much wider remit, and a longer title: “A Bill to make provision for and in connection with the regulation by OFCOM of certain internet services; for and in connection with communications offences; and for connected purposes”.
Freedom versus free of charge
Unfortunately for users of tech, including the billions in the UK, the bill now suggests a third-party body, the gaffe prone UK communications regulator, OFCOM, surveils all the private messages exchanged on WhatsApp, Signal, Element and others. Perhaps unsurprisingly, those who make a living serving the public by carrying these messages, often free of direct transmission costs to consumers, are not happy. 
But there is much more at stake on this legal argument than the UK’s legislature grasp of tech. By seeking to ‘backdoor’ the end-to-end encryption which keeps our messages to friends, family, lovers, medical or legal advisors and the free press private, the way this law has progressed shows how out of step tech and the law are today.
Frenemies against the state
The unintended consequences of the OSB passing were laid out in an unprecedented Open Letter, signed by 12 rival CEOs of messaging companies. The media paid some attention, but quickly moved on. But the OSB has a long tail of unthought-through and long lasting effects on individual liberty including
 	Can we trust anybody, even an elected Government, to use our information only for the purposes set out, when the data is essentially accessible and there just waiting to be used against us?
 	How sure can we be that public sector IT is secure enough to stop criminals and foreign powers from accessing our data when it is all held in one ‘honeypot’?
 	Why would criminals and child abusers stay on unencrypted networks, when they could very easily move to the Dark Web and avoid all detection?
 	How could a free press or Government officials, who both love WhatsApp, operate when one of its top means of communicating confidentiality with whistleblowers and other sources was compromised?
 	What would modern life be like if secure messaging suppliers decided it was commercially unattractive to make a ‘special’, less secure version for the UK market?
This last point is not rhetorical. Many of the true tech innovators who provide the services we all know and love, have threatened dire consequences for UK users should the OSB come to pass. These include Wikipedia’s founder Jimmy Wales whose organization has made its position clear. Perhaps not as clear as Meta has with its direct threat to withdraw WhatsApp from the UK.
History would indicate a hardline stance by regulators, will soften in the final analysis. But these slow-motion clashes, between the gunslingers of tech and those we empower to create laws, are wasteful for all but the lawyers’ pockets. Modern and digital life are synonymous, when will the tech illiterate finally get to grips with tech? Let’s hope it happens before the next tech wave of AI powered by Large Language Models, takes the ‘human software’ out of the equation.

### The Power of Letters to Editors
It is easy to get used to securing similar coverage formats for clients, from expert commentary and research data to thought leadership articles and mentions. 
But the, not-so-common, letters to editors are an exciting addition to the list of ways for our clients to show off their expertise. 
How do letters differ from other forms of coverage?
Letters to the editor provide a forum for not only our clients but for anyone to express their opinions on a particular issue, or offer feedback or an opinion in response to articles that have been published in the newspaper or magazine. Letters to the editor also have the power to help hold the media accountable for their reporting and to correct any factual errors or misunderstandings that may have been portrayed through the articles.  
Letters also often have a more personal or informal tone than say a normal article which features a client, since they are written from the perspective of an individual reader rather than from the perspective of an organisation or business. 
You will normally find letters to the editor in the very well respected letters pages of big national press publications or trade titles. Our clients have had their very own letters featured in The Financial Times and The Grocer!
How does it all work? 
In our experience, we have been most successful in securing coverage in letters to an editor because of timing and by being succinct. Putting our skills as newshounds to the test and identifying a story to respond to is step one. Then it is essential to act quickly - there is a tight seven day window for responses to recent articles. The letter itself must be snappy, punctual and succinct, no more than 200 words. Finding the correct contact information is vital too as each publication differs and letters pitches have specific requirements in order for the editor to even read it. This seems a lot of work in a short amount of time but trust the process as the benefits of the letter finding home in a top national publication make it all worth it. 
Why do we like letters?
Positive enjoys working with our clients on letters. Despite the quick turnaround  and making sure they’re written concisely but also still communicating key messaging, they are fun. Sometimes the national press is hard to crack from a B2B tech perspective, but letters open the door to coverage. They are also  credible for our clients as letters tend to be published in print as well as online.  Despite living in a digital world, it is still exciting when client coverage is published in print!
Letters are a powerful tool that can help our clients break into conversations they wouldn't normally have access to. By adding letters to our toolbox of reputation-building methods, we look forward to more success for our clients. 

### Making the news 
Slow news day? News agenda not conducive to newsjacking? There’s only one thing for it…make the news.
The B2B space can be a noisy arena, often with big tech moves dominating the news agenda. Newsjacking (adding to an existing conversation) is a great way to cut through the noise, but what happens when there isn’t a story conducive to your client and their wheelhouse?! 
Facing the challenge
Recently, the Positive team faced this very challenge on behalf of a client. As the national alert system test approached, we turned our attention to the potential threat posed by phishing scams. Working closely with our client, we crafted a comment that clearly explained how to distinguish between a phishing scam and a legitimate government alert. This allowed our client to demonstrate their technical expertise and provide a valuable public service by warning people about scammers who might try to take advantage of the testing period.
Pure thought leadership
When it comes to establishing thought leadership, there's no substitute for genuine expertise. By leveraging their knowledge to educate the public, our client was able to gain national media coverage, take control of the narrative, and help people become more informed about the world of tech. It's a win-win situation all around.

### Going the extra mile - thinking like a client
The key to agency success is ensuring client satisfaction is maximised. 
While important, sometimes the focus on PR skills and journalist relations can mean that the client gets lost in the process. The clients are the reason we exist as a agency and it is critical that their needs are kept at the forefront of every activity.
Although I have been Head of Operations at Positive for nearly 10 years, I previously pursued a 20-year career in marketing and PR, both agency and client-side. Because of my experience, I am able to work with our PR and marketing teams to ensure that key skills in looking after clients are honed. 
How does Positive do this?
Thinking like a client
Thinking like a client enables you to understand their key strategies and objectives and allows us to focus on delivering to achieve these.
The foundations of a good consultancy include communication, organisation, professionalism and attention to detail. These are the standard and if they are not achieved, success is elusive. There are additional features to Positive and the way we train our team that enable us to go above and beyond to ensure our client satisfaction is exceeded. 
Using the principle of “What would we want to see if we were in our clients’ shoes?” as a benchmark to guide our relationships enables us to think from our clients’ perspective. 
Understanding our clients’ business and their markets
To do this we start by taking the time to understand our clients’ internal structures and stakeholders including their internal challenges. This is often the most important first step, as it means that we can anticipate opportunities and potential blocks to getting ideas and results over the line. 
B2B tech is not an easy sector to specialise in, and we pride ourselves on the efforts we make to understand our clients’ market, in a way that is visible and evident to our clients. As well as understanding our clients’ business, we understand the competitor landscape and areas of strength and weaknesses. 
Always listening
Listening to our clients - as much as what they don’t say as what they do - enables us to ensure that we are on target. And they listen to us - so we never talk about how busy we are on other clients’ work - we make every client feel like they are our only client. Emotional intelligence is critical in managing client relationships.
Bringing fresh ideas
Clients can struggle with a lack of idea generation and proactivity from their PR teams. We actively seek out opportunities to generate new ideas, working across client teams to ensure there is freshness and originality to what we are doing.
Knowing what a result looks like
Starting with our clients’ objectives - SOV, audience reach, sales leads, Tier 1 coverage - we continually assess what we do against targets. And if what we are doing is not working, we talk about it, internally and with our clients, and we fix it until it works. 
Understanding the commercials
It is important that we demonstrate that our work has value. Do not underestimate the importance of our consultancy, and don’t be worried about talking about budget and how to value the work that we are doing - not just internally, but, when appropriate, with the client. Clients expect it and appreciate it. 

### Why and how you should spring clean your content In the digital age
In conference rooms and Zoom calls worldwide, PR pros are telling clients the same thing: content is not what it used to be.
It only takes a brief stroll online to find out content is getting shorter, snappier, and more disposable. Quick reads abound, as do listicles, explainers and short-form comments. Gone are the days of the thousand-word article - in fact, only a few in-depth publications still go for the 700-800 word byline. Granted, this is still fairly common in the B2B tech space, where complex technologies with profound effects still demand a granular explanation, but as they are fast disappearing from everywhere else, the writing is on the wall.
This is due to two key factors
The attention economy 
The constant search for engagement and views means the online space is extremely crowded, with publications, vendors, websites and blogs creating masses of content in search of that win that will really stick with visitors. This means readers are snowed under unprecedented amounts of stuff to read, a lot of it interesting, appropriate and relevant. The law of supply and demand rules that there will be therefore less time to devote to each piece; attention starts to fray towards the end of the first third. This means the bottom half of any given long-form piece risks going unread and unnoticed
Editorial departments are getting depleted, fast. 
The pandemic wreaked havoc from which editorial departments have not yet recovered entirely. On the one hand, the strained situation pushed the media to shrink staff in order to survive in extreme circumstances, and on the other drove journalists to other careers (many into PR) to secure better pay. The result: fewer journalists are doing more work than ever. Many cover multiple beats and most are under pressure to publish as many as five or six stories per week. In these circumstances, they demand pitches they can quickly digest to grasp the story's value and where they can fit it. They simply don’t have time for long-winded narrations: the only thing that’s going to snag their attention is snappy and clickable stories which prove how they will jump out to the reader
For this purpose, the PR’s best friend continues to be its oldest: the headline. After all, the main duty of a headline is to make the reader read on, and it continues its vital role even as the rest of the content changes from a long article to a couple of paragraphs and a listicle
As the content wars intensify, the skill of writing enticing, multiform content needs to be kept fresh and honed for the demands of the age, as well as of the recipient. For example, if we know Journalist A at the Financial Times prefers to get the story told in the subject line, we must be ready to meet this, or if Journalist B needs a sentence, an expert quote, and some data in bullet points, we need to be prepared to give them what they want, how they want it
Let’s not forget that all content is in a fight to the death with social media content - and make the tension work for our clients and us. Learning the lessons of social media to make long-form more attractive, but also to filter down what really needs to be there and what is dispensable, is a crucial skill in the new age of content
Here are some golden rules:
 	Make everything 30% shorter
 	Never use a five-dollar word when a one-dollar word will do
 	Locate and delete words that don’t work hard enough in a sentence 
 	Beware of repeating a concept with different words 
 	Get someone else to proofread your content

### AI Degeneration - three thoughts on ChatGPT in marketing
The hype is high. It took a decade or so for the full effect of smartphones to be realised, and longer still for the web to recover from the dotcom crash of over twenty years ago. 
Tech, from world processing to social media, always shows its societal benefits, and drawbacks, eventually.  Despite the reality that it’s taken around 30 years of AI false- dawns to get here, the current buzz around Chat GPT is extraordinary.
Is it panicky when thousands of tech entrepreneurs, spooked by a chatbot, write open letters to the world asking for AI development to be frozen? Is it an over-reaction when entire countries ban weeks-old technology because of a data leak? Maybe. 
But, for most of us, our interest is in the short to medium term societal effects of Large Language Models on how we consume and manipulate the digital data which so defines our lives. And, how it will define our job prospects.
While philosophy is not our smart suit, award-winning PR and content certainly is and we have seen a lot of chatter recently about the job losses which are `inevitable`.  And, as an avid user of Generative AI, we are here to separate the BS from the LLM. Here’s how we see it today.
1. The robots are taking some people’s jobs - but not all of them
The first interaction with ChatGPT copy in a work environment came courtesy of some suspiciously competent and quickly-worked copy from a very junior but very tech-savvy colleague. In this case, it was for one of the more tedious, but client-scrutinised parts of our role, industry award entries. 
Called out, the colleague held up their hands. Their resourcefulness was applauded and yet the copy delivered did not quite ring true and was obviously not created by them. No matter, because it arrived on time and needed way less editing to look and feel on-message for the client. 
The issue is they had not learnt how to take it from good to great and potentially award-winning. That relied on older, more manual interventions. It is not an exaggeration to say that whether they learn the final part of the process will dictate their value to the profession and his future earning power.
2. We will all adapt - some faster than others
There was a super-interesting thread on one of our favourite podcasts, on the way in which detailed the multi-stage approach one of the most popular hosts wrote blogs. He researched multiple technical articles, with the AI summarising them, combining them into a single article, guided by his prompt which acted as his editorial angle. He then edited the results to put it in his voice in one final sweep to make sure the quality was right and published.
The results have changed forever how they will create content and as they themselves commented it has reduced their fear of the ‘blank sheet of paper’. Having a smart virtual researcher is a godsend for a writer, who can focus on themes and narration. 
For better or worse, this blog was not written by a bot. Hopefully, you can tell this was hand-crafted the old fashioned caffeinated way. Which leads us onto the last point.
3. We had all better get used to the copy blandizer
But the reason the copy for the award was so glaringly ‘better’ is that it took a junior’s work up a level, by raising its ‘quality’ to a higher average than the writer’s at that stage in his career. How that happens matters.
Almost all Large Language models scrape the web for copy ideas. This means the results are, like most professional copy on the web, better-written than the majority of folks can, even those with college degrees. After all, most web copy has been professionally created and reviewed by several humans before being published. 
This means what comes back is more than acceptable to most of us and even exceptionally good for those who struggle with writing. However, it is somehow blander, because it has been ‘averaged down’. This means while the average is pulled up, truly spectacular copy still ‘pops’.
Now, the latest versions of copy-generating AIs offer a way around this. They will add in ‘randomness’ and ‘quirkiness’, ironically by looking at long tail results in datasets and including more of that ‘flavour’. But let’s face it, most web copy, almost all SEO, and much of the promotional materials we consume online does not need to inspire us to ponder the meaning of life. Bland, but correct and well-written, is good enough for most advertising copy.
Want to buy a new widget on Amazon and basic, but well-written, details will suffice. Plus, if I am the product owner, I would rather have a hundred well-written Tweets than a single finely crafted one.
So, in summary, the new era of Generative AI will radically change the way Content and PR is delivered. Just as in all automation from the emergence of type to the spread of the World Wide Web this will require reskilling our teams and this will favour higher-order skills like editing rather than churning out copy. There will be a decrease in demand for low-level tasks like SEO and basic social media posting,  and salaries will reflect this,  but new higher value and higher paying opportunities will emerge. As with the web, smartphones and social media, those who adapt best to tech will thrive. 
Banning, slowing down and regrets about tech progress are yesterday’s thinking.

### The US Chip War against China and Russia: understanding the stakes
The United States is engaged in a chip war with China and Russia, a battle that is rapidly intensifying as the world becomes more reliant on semiconductors. 
The shortage of chips has hit the automotive and electronics industries hard, causing a ripple effect throughout the global economy. In response, chipmakers around the world are preparing for the potential fallout from the ongoing conflict.
China has been investing heavily in its semiconductor industry for years, aiming to reduce its dependence on foreign suppliers. The country's ambitions to become a global leader in this industry have been met with some success, with Chinese companies such as Huawei, Xiaomi, and Tencent producing their own chips. However, the US has been actively working to stifle China's progress in this area by imposing sanctions on Chinese tech firms and restricting the export of key components.
Chip Growth
The US government's actions have not only impacted Chinese companies, but also their suppliers. As a result, chipmakers in Taiwan, South Korea, and Japan are experiencing unprecedented demand for their products. Many of these companies are expanding their manufacturing capacity to meet the growing need for semiconductors.
Intel, one of the world's largest chipmakers, has announced plans to build two new factories in Arizona, with a total investment of $20 billion. The company's CEO, Pat Gelsinger, has said that the investment is part of Intel's commitment to expand its manufacturing capacity to support the growth of the semiconductor industry and the US economy. Intel's move is seen as a response to the US government's push to increase domestic chip production and reduce reliance on foreign suppliers.
Other global chipmakers are also taking steps to mitigate the impact of the US-China chip war. Samsung, the South Korean electronics giant, is planning to invest $17 billion in its US chip production facilities over the next decade. The company has stated that the investment will help to "strengthen its competitiveness in the global semiconductor market and provide stable and reliable semiconductor supply." Samsung's move is seen as an attempt to secure its position as a major player in the semiconductor industry and reduce its dependence on China.
Meanwhile, TSMC, the Taiwanese semiconductor manufacturer, has been expanding its operations in the US, including building a new factory in Arizona. The company has also announced plans to invest $100 billion in new chip factories over the next three years. TSMC's CEO, C.C. Wei, has said that the investment will "enhance our technology leadership and drive continued innovation in areas like high-performance computing, 5G, and AI."
Chip Impact
The US-China chip war has also had a major impact on Chinese tech giants such as Huawei, which has been hit hard by US sanctions. The company has been forced to scale back its smartphone production and has been unable to access key components such as chips and software. This has led to a decline in Huawei's market share and revenue.
Chinese companies such as Xiaomi and Tencent are also feeling the effects of the chip shortage. Xiaomi, for example, has warned that its production could be affected due to the shortage of chips. The company has said that it is working to secure additional chip supplies, but the situation remains uncertain.
In conclusion, the US-China chip war is having a significant impact on the global semiconductor industry. The shortage of chips has led to a ripple effect throughout the global economy, impacting industries such as automotive and electronics. In response, chipmakers around the world are ramping up production and investing heavily in new facilities to meet the growing demand for semiconductors. While the conflict between the US and China is unlikely to end anytime soon, the semiconductor industry is well-positioned to weather the storm and emerge stronger than ever.

### UK vs US Tech IPOs: What’s wrong with little ole London Town?
The regretful decision of British-founded iPhone chipmaker ARM to add New York to its London listing was catastrophised in the UK’s best-read Sunday newspaper, The Sunday Times, in an article entitled “How to save the London market from a City exodus’.
 While the writing itself was expertly balanced, the inferiority complex it hints at is an open secret to many in the UK and European tech scenes. 
UK ‘exits’ have been on a downhill course for some time. Last year saw only 45 new offerings, compared with 2021,  a record year which saw 119 companies entering the FTSE index. London comes out as the loser in many non-tech IPO discussions in cases such as CHR, the owner of construction giant, Tarmac, or global oil titan Shell. 
Whatever the reason, many in the UK tech scene blame the lack of Tech IPOs on our nation’s tech strategy. Ultimately it means everyday shareholders, including our pension funds, miss out on the growth driven by tech innovation.
Fears of a worldwide recession continue to stoke financial overcautiousness, in the technology industry, for the first time since the Dot Com crash of two decades ago. At the same time, Big Tech, mostly US-based, embarked on multiple rounds of layoffs and new VC funding has dried up globally. UK Tech’s inferiority complex thrives in in those circumstances. 
The US’s loss is not our gain
We know, from working with them, that UK startup CEOs see the US as the less complicated market to list in, offering richer pools of liquidity and less bureaucracy. Her Majesty’s Government is aware of this. One fast-growing UK startup client last year hinted at a NASDAQ last year, even as they vowed to keep operations and headcount strong in the UK and was promptly invited to Downing Street as a result.
It is unlikely that the USA’s loss will be the UK’s gain. Whether we like it or not, the UK and US tech industries are connected. There is little for UK techpreneurs to cheer for in the collapse of Silicon Valley Bank (SVB), a stalwart of US tech dominance and with a strong UK presence. Early-stage tech investors have already been burnt by reduced valuations linked as global inflation has made their risky venture capital bets less attractive.. 
SVB, based in the heart of Silicon Valley, always fostered tight-knit links with local tech startups. Ironically it was gossip among this community which sparked the bank run which brought SVB down. So Silicon Valley itself is battered and bruised and the long-term effects of a reduced funding appetite in the US, are yet to play out fully. The UK tech scene is right to be cautious. 
Taking stock
From our vantage point, representing several UK and European pre-IPO tech companies, many of whom are internally debating when and if to list on a stock exchange, we see a common thread. 
Spokespeople are understandably told to mask their real intentions on IPO, which leads to interviews where spokespeople try to avoid the topic, to the frustration of all involved. Many limit themselves to talking about ‘exiting’, discussing the merits of the FTSE index versus NASDAQ. 
Some even threaten to move their listing stateside, because this translates as ‘winking in the right direction’ or ’whispering in the right ears’. This of course places America first in the mind of their existing investors and also alerts US trade buyers of their availability for a trade sale. UK firms selling privately, without ever IPOing. 
This is a major issue, because while trade sales benefit the small pool of early shareholders already invested in a tech firm, it does not help UK PLC’s case for more tech listings on public stock exchanges like the FTSE and AIM. 
Does the UK even have a Tech strategy?
It’s vital to pinpoint the contradiction in the UK’s tech strategy in order to solve them. The much-heralded revamp of the UK civil service to support the tech industry has most recently resulted in the creation of DSIT, the Department of Science, Innovation and Technology. This is a promising, if extremely late-in-the-day development.
For the current tech IPO drought to pass though, the red tape surrounding listing rules must also go, if we want to stand closer to our US cousins in terms of attractiveness to startups and companies in the IPO route. There are some signs this may slowly be happening.
In the same spirit, looking at the reality of the post-SVB crash world, it’s perhaps time for UK tech firms to drop the pretence of future IPOs, at least until they are truly ready to commit. Whispers only muddy the waters.
If things continue as they are it’s unavoidable that the US simply presents a more alluring option for Tech IPOs. There is no going against the drive for speed and agility which is the backbone of startup culture, and if the UK cannot swim alongside them, it must make its peace with sacrificing its best proponents on the altar of bureaucracy. 
At Positive, we almost never like the status quo, but London ain’t calling at the moment. It is something we would love to change.

### Thriving with the SonicWall Threat Report
We could smell the Threat Report Season in the air since January. For five years, Positive has supported SonicWall in its annual threat report launch, as well as it's smaller, but no less powerful, mid-year and Q3 editions. 
All these have historically garnered us a lot of coverage, through strenuous pitching and a lot of enthusiasm. 
Let’s take a look back: some years ago we decided we would make SonicWall the most authoritative voice on ransomware. Fast forward, and in 2021 our client was ten times in the Financial Times; in 2022, eleven. Hard to top! So we approached this Annual Threat Report with gusto. 
The excitement for this year’s threat report cannot be overstated. With the recent proliferation of cyber gangs taking down major organisations such as the Royal Mail and Guardian, it felt more important than ever to arm journalists and publications alike with the most up-to-date and authoritative threat data on the state of cybersecurity. 
For many, cybersecurity has become a bit of a buzzword, which tends to diminish the gravitas it has on everyday life. This year's report succinctly highlights the severity of threats faced by the world, with a particular emphasis on the UK and Europe. This puts into perspective the critical need for cybersecurity defence, raising awareness about the blurred boundaries between technology and geopolitical conflict.
The team pitched day and night, finding contacts in all walks of journalism. The experience of this year’s report rivals even that of last year. By carefully picking out ongoing news stories, picking trends and careful analysis, we made possible a record amount of coverage, including multiple national hits.
One thing we were super pleased with was the type of journalist who covered the report. Typically tech-savvy security journalists are our bread and butter, yet this time we had interest from those who specialise in everything from politics, foreign affairs, education and even cryptocurrency. 
Leveraging the experts who make this report possible is one of our major privileges when it comes to threat report season. We were so proud to bring the esteemed CEO of SonicWall to the BBC’s office, whereby he met with their Security Correspondent to provide an authoritative evaluation of UK cyber defences. 
As a team who have been studying cybersecurity for years, it is an honour to support these vital conversations among industry, media, and government.
From a leadership perspective, we could not be prouder of the effort, enthusiasm and creativity that made this a very, very happy and loyal client. 

### Positive Celebrating Women in PR this International Women's Day
Phoebe from Positive talks about women in PR for International Women's Day!
Throughout history, women's ability to communicate effectively has been disparaged by patriarchal slurs. Women were often labelled as 'soft' and 'weak' because they preferred words over violence, and were relegated to drawing rooms where only certain topics of conversation were deemed 'feminine'. However, in modern times, women have embraced their power of communication, and some have even built successful careers out of it. While it is true that men can also be exceptional communicators, I personally believe that the communications industry as a whole is not inherently designed to favour masculine modes of success. This is why the industry tends to be female-dominated, as it is uniquely suited to capture the wonderful power and creativity of women. 
When I think back to managerial roles in previous industries, this certainly wasn’t the case. I was told that to be a good manager involved in laying down the law, raising my tone to be heard and dialling up the ‘red’. I replied “so act like a man”, to which they responded, “Basically…yes”. It is a sad truth that often women are expected to adopt masculine attributes to be recognised as influential and important team members. This is why my experience in Public Relations was a breath of fresh air, I was amazed at the space given to voice ideas, suggestions and critiques. A space that accommodates healthy debate and therefore drives creation. 
Ultimately, the biggest difference I noticed in communications, was that colleagues no longer saw me as one-dimensional. The industry recognises my and every other colleagues (of all genders) unique qualities both subtle and overt. Ultimately what makes an industry successful at maintaining equity between genders, is one that accepts the complex and wonderful nature of women. For me, a workplace that truly values both genders is one that treats people as a whole, not a set of attributes laid out by a patriarchal view of success and efficiency.

### The end of WFH as we know it?
Now lockdown is just a fading memory, there’s been a lot of debate on whether working from home beats returning to the office.  
Those preferring their workforces to attend offices in person include the Daily Mail writer who dubbed the slow return to work, the ‘flexidus“, as a “catastrophe”. While those who would prefer working from home, such as those Deloitte polled in a Computer Weekly article, believe home office workers are simply more productive.
There are merits to both sides of the argument. For our part, we currently are PTWFH, or Part Time Work From Home, which we believe is the new norm most creatives enjoy the most and as creatives we agree it makes us more productive. In real terms, part time office occupancy is a new cost to the business. The fact is just because most of us are in the office only 60% of the week, our landlords still insist on 100% of their rent bills being paid in full and on time.
So why not, just go fully remote? 
Our leadership believes this business is more productive when we blend WFH with face-to-face meetings, undistracted and focused on each other in the office and here is the key part, for most tasks. 
Clearly writing complex B2B copy, dreaming up amazing campaign ideas and even deep data analysis, for instance of the many research campaigns we run, are best done either solo or with a small group in a relatively quiet spaces, such as the small, soundproofed workpods and break out tables in our office space.
The Positive Way
Work at Positive is way more varied than most workplaces and with a younger demographic and our insistence all employees are “maniacally curious”, the need for group working is paramount. For us, there are at least three scenarios where being within spitting, or more realistically debating, distance from each other pays clear dividends.
 	The Brainstorm -  Positive does more brainstorms per client than any agency I have worked with previously. In this mode, ideas fly, participants talk over each other and passions rise and fall. Videoconferencing gets nowhere near this for quality ideation.                                                                                                                                                                                              
 	The Training Session- All our work involves human interactions requiring advanced communication skills. Delivering good, or  less good, news to clients, calling up journalists and even live chats are all best observed in real-time, where juniors can watch the micro-expressions of their senior colleagues and learn faster.
 	The Experiment - Ours is a world where digital tools constantly change. This year 
alone, we have changed our Customer Relationship Management (CRM) system, our journalist database and our Search Engine Optimization (SEO) provider. Each one of these requires more specialist skill transfer because canned demos only take you so far. We also fundamentally believe, learning by making live mistakes is stronger, especially with a supportive colleague alongside., 
All of these points were explained better than we ever could by a candidate we recently interviewed. While this so-called management team fled London during lockdown, he stayed in the office, abandoned, for days at a time in preference to his bijou flat share. 
As a result, he was learning little, feeling isolated and like his career was rudderless. Offering raw talent like this the opportunity to join our tight-knit and ambitious team solved all three issues at once. He was thrilled and so are we.
We won’t be going to a full office retreat just yet. Equally we know first-hand that full-time working from home is not for us. We are moving forward hybrid and proud, if just a little more WFO than WFH. One size does not fit all. We believe, for now, it suits nobody.

### Top 3 characteristics of winning PR pros
All too often, the uninitiated or the uninformed dismiss PR as an airy, substance-less discipline just there to nag clients and annoy journalists. 
Those making those claims are the same ones who think PR can be substituted with AI; clearly impossible, as AI cannot build relationships nor can it understand the public, however sophisticated its algorithms. Such efforts are doomed to fail, or at least rely on such an army of experienced PRs as to practically negate their own original idea. 
This puts on the table a great opportunity to reflect on what makes PR pros great, and what traits help those who want to rise above the rest. 
PR Creativity
Some doubt whether PR is a creative profession: after all, where do we stand in relation to graphic designers, choreographers, and novelists? But just because our art isn’t among the aesthetic arts, doesn’t mean there isn’t creativity involved. In the case of PR pros, creativity can often show up as the ability to see a topic from different angles, and to advocate for them. In that sense, we are not far at all from the ancient art of debate. 
A ‘just okay’ PR practitioner will say yes to any old press release, and futilely try to badger (extremely busy) journalists into covering some naff content. A good PR practitioner will turn the story over in their mind, explore its possibilities with the client and with colleagues, and find the angle that can best work for the media agenda. A great PR pro will examine the story and figure out where it fits in the world - or otherwise, what is the story behind the story? How can this news contribute to what piques editors’ interest, or even better, create a new interest where before there was none?
This entire process is of course not quick, and neither is it the purview of the few. In fact, it can be the result of years of practice and hours upon hours of consuming media with a critical eye. After all, in the words of the Master of Horror: 
Talent is cheaper than table salt. What separates the talented individual 
from the successful one is a lot of hard work. 
Stephen King
A love for language
Lately, the world has watched gleefully as artificial intelligence encroaches upon one more space. This time, it’s copywriting: some AI engines can absorb information from websites, social media, and search engines, and spit out fairly solid content. But you know what that content suffers from? Extreme boringness. However able the machine might be at putting words and sentences together, it will always fail to show the human spirit and flair that ultimately makes the difference between captivating reads and plain blocks of text. 
That said, even without AI, this is a talent to be coached and nurtured in PR pros. Nobody will read an article, particularly on B2B tech’s sometimes specialised and thorny subjects, if it’s not at heart a good read. AI can only go so far, not only in terms of accuracy (it has already been found spewing wrong stuff with absolute confidence) but in terms of engagement; what data in/content out could reproduce the warmth, curiosity and character that only humans can transmit? Particularly when we talk about heavily specialised subjects, like Event Driven Architecture, cloud security, 
Persistence
A sobering truth every Account Executive learns in the first week of PR: rejection is the norm. Despite how hard we try and how creative our pitches are, any number of factors can stand between you and coverage: it’s not the right time, journalists are too busy, the editorial calendar is full, or the strategy needs a rejig. Great PR pros will not be surprised by any of these circumstances, and will, in fact, have plans B, C, D and E ready to go. 
Storytelling is an art, and persuasion does not come from a formula. It takes a lot reflection and imagination to tell the story right. Certainly, some best practices and proven tactics have a higher likelihood of working, but ultimately, the great PR pro will be attuned to all circumstances which could affect the pitch, and has contingencies in case they change. 
The ultimate goal of communication is engaging an audience, and making them understand your point of view. But day to day, we see that understanding is not the rule, and building it takes effort and resilience. Ultimately, this is what PR is about: don’t take the easy hits for granted, and don’t be dispirited if sometimes coverage takes more effort, more time, or several extra angles. Only this resilience can get PR pros from media relations lackeys to true consultancy.

### PR & recruitment; transferable skills for success in the PR world
Recruitment and public relations (PR) may seem like vastly different fields, but from personal experience, I’ve found there are many similarities between the two.
Both involve the process of attracting and engaging with a target audience, and both require a deep understanding of the audience in order to be successful. Especially when working in Tech!
In recruitment, the target audience is job seekers, and the goal is to attract the right candidates for open positions within a company. This requires a deep understanding of the job requirements and the qualifications that are needed for the position. For example, creating job listings, screening CVs, and conducting interviews to find the best fit for the company.
PR, on the other hand, targets a much broader audience and aims to create a positive image and reputation for a company, product, or individual. What is crucial is having an understanding of the target audience, as well as the ability to craft and disseminate messages that will resonate with that audience. PR professionals use a variety of tools to achieve this goal, such as press releases, media relations, and social media.
Talking my way into PR
One of the key similarities I’ve found between recruitment and PR is the importance of building relationships. In recruitment, that meant building relationships with job seekers and providers making sure I found the right candidates for open positions. In PR, I need to build relationships with members of the media and other influencers in order to get our clients’ messages out to the public. 
Another similarity between recruitment and PR is the use of storytelling. As a recruiter, I used storytelling to showcase the company culture and workplace benefits to potential job candidates. When working in PR, we do the same to create a positive image and reputation for a company or product. 
Finally, both recruitment and PR involve a lot of networking. Recruitment relies heavily on the need to network with other professionals in order to find the right candidates for open positions, whilst in PR you need to network with members of the media and other influencers in order to get their messages out to the public. 
The move from recruitment to PR should not be as daunting as it sounds
Recruitment and PR involve a lot of multitasking, attention to detail, and time management. Recruiters need to manage multiple job listings, resumes, and interviews at the same time, while PR professionals need to manage multiple projects and deadlines. It might seem like recruitment and PR are vastly different fields, but from my time working in both I’ve found more similarities. Building relationships, storytelling, multitasking, attention to detail, time management, and networking. The ‘gift of the gab’ in tech recruitment, thankfully, set me up to quickly understand the nuances of building relationships with a variety of tech reporters and clients.

### Fostering positive media relationships
Many argue that PR does not stand for public but private relations. Indeed it is relationships that sit at the very core of successful PR
 For this reason, it is important that each PR considers their own personal brand within the industry, as this will influence their unique style of media relations. Ultimately, fostering and maintaining successful and long-term relationships with journalists is not rocket science but it does require groundwork. 
Staying up to date
Research, research, research. Knowing the publications relevant to your field and taking the time to understand the journalists writing for them, their beats, interests and previous articles are the core tenets of PR. When pitching, accuracy is key: sending a pitch on watermelons is no good if the journalist only writes about pears. Journalists notice when a PR sends a generic pitch that fails to encompass anything related to their beat or publication. It wastes their time, our time, and is generally deemed unprofessional. 
Having said that, journalists frequently move around throughout the year and so PRs must ensure they are always up to date on who’s where and what they’re writing about. Beyond actually reading a considerable proportion of the news, platforms such as Twitter are great ways of staying updated on journo moves. Journalists are great at tweeting career updates and telling PRs what they’re working on, this isn’t a trick, this is to enable PRs to help them. Say hello! When there is a journo update, reach out to them, and don’t be afraid to ask about their interests and what they’re most keen on writing about. 
Remember we all work in the same space, we are passionate about our industry and have a lot of common interests. So discuss news stories with journalists. They’re interesting conversations that tell you more about that journalist and offer a non-invasive and friendly way to build a relationship. This means when you go to pitch them it’s accurate, on topic and something you know you’re excited to work on together.
Fostering and maintaining media relationships
Like all things in life, maintenance is key and media relations are no exception. Great PR pros always remember to follow up with journalists after they feature your client, say thank you and pass on that compliment from your client who is so chuffed about this coverage. We are all human and work hard at what we do, this is an ecosystem where everyone needs to feel valued, and it's also good manners. 
Media relations are built on trust and respect. Journalists will remember you and recognise your expertise if they had a good experience working with you. This not only helps build a PRs reputation in the industry but also builds the client's reputation as a reliable and trustworthy source of expert knowledge. 
Part of this trust relies on being realistic about timeframes, whether scheduling briefings or sending a Q & A. It may seem basic but understanding editorial deadlines, client time zones and availability is key to ensuring media relations are seamless and effective. Transparency is crucial to this, so be realistic with journalists about when a spokesperson can schedule a briefing or send a written response. This works both ways, as transparency ensures you don’t overpromise a client and let them down because you failed to understand their availability.
Understanding the news and those responsible for making it will always be the key to positive media relations, for there are no Public Relations without private relations. 

### Tech's downturn is a good thing
It is always flattering for a PR pro to be covered by the media. It was however bittersweet to have my commentary on the mass layoffs of the tech sector picked up in PR Week.
Speaking about Tech PR, the article details how economic cycles are just that, cyclical. The economy powers through recessions and eventually comes back around. Even if that is hard to see at the time and especially coming off the prolonged bull run of the last few years.
The reaction in some quarters was odd. While the article is clear that layoffs are personal tragedies and disruptive on a personal level, they are an inevitable, if brutal part of corporate life. So it was a little disappointing when even this simple message was misconstrued as somehow crowing about redundancies. Having been the victim of Reduction In Force (RIF)s earlier in my career, I know how hard being let go is. But it is also a golden opportunity to reassess. 
The Tech industry always has a leading place in economic cycles. Because when businesses kick into survival mode, innovation is first to suffer. Gambling on the future,  essentially what all new tech investments are, takes a back seat to ‘keeping the lights on’. As perfectly natural as this sounds, it still stings and comes with real-life consequences for those laid off as businesses readjust to reduced circumstances. The beauty of tech is that first in is first out of recessions. The circle always turns.
This is not just a feel good message. It is the beauty of technology innovation and it happens much more rapidly in our world than in sectors where change is gradual. Tech firms will kill long-term projects faster, they will redeploy engineering and sales talent more immediately, will adopt automation for short-term upside and the curious creative minds of tech talent will create tomorrow’s solutions from today’s problems.
So where will these new green shoots come from? This is the question which those who have been trusted to deploy the billions in “dry powder’ are desperately seeking to answer. Even as some areas of tech are commoditised, notably mobile telecoms, cloud computing and social media tech, others are frantically experimented with. The rise of generative AI, blockchain tech outside of digital currencies and quantum computing are some examples of potential flywheel technologies, which could power the next generation of tech.
Some of the best advice I have heard recently came from one such self-styled ‘capital allocator’, the venture capitalist superstar, Jason Calocanis. His advice to those who until recently enjoyed six-figure salaries, onsite perks the envy of most of us and share options which seemed only to go upwards? Be grateful. 
His point was that those who enjoyed the high life in the ‘free money’ part of the cycle, should be proud they were, correctly for the time, valued so highly. Their best option now is to either accept that was then and this is now, reassess if the stress of a job which ultimately ended, is the right path to continue on, or if they wanted to take an even riskier path and found a new tech firm in ‘revenge’.  Its not the worst set of options.

### Tech's new challenges - looking ahead to 2023
Paul thinks...
Agencies will provide more value
After seeing three of four major recessions in my long career, they all follow the same patterns as grieving. This one will be no different and the best way to deal with it is to process and skip through the five stages of grief in PR. Getting to acceptance and realising the positives out of this change will mean tech companies realising they do not need massive internal teams to create amazing content and media coverage. That work is better left to the experts. Like us.
PR Consultants will need to consult
Warren Buffet, now displaced as the richest man in the world by techy Twitter owner Elon Musk, famously said the economic tide going out, as it does in a recession, exposes those without shorts on. Large, faceless PR brands and meaningless content will be exposed for the echo chamber chuff it is. The best PR practitioners will excel because they can be honest about the emperor’s new clothes. 
Inés thinks... 
Tech Hype fizzle out but true value remains
At the tail end of 2022, we’re all whipped into a frenzy thanks to AI advances like the GPT chatbot, which can do everything from write a student paper to design fantasy interiors. This is not going to stop: the more we see Moore’s Law in action, the harder it is to look away from sci-fi-like disruptions. 
In fact, AI is now on our doorstep: some companies allege they can do the work of a full team of PRs with AI (and for under a hundred dollars, somehow). Some of these technologies will change the face of industries as we know them, from academia to content creation, even to media. Technology unchecked can easily be abused, and 2023 will be a good time to remember that some things look too good to be true because they are, and that others, albeit less novel and glamorous, remain as important as ever: dependable reputations, inspiring communications, and human creativity. 
Daisy thinks...
The downturn = tech innovation…eventually
The “easy option” to quickly cut costs during a recession is to reduce staff numbers instead of focusing on the real problem - your processes. Automation is often seen as the catchall solution to increasing productivity. Fewer staff means more automation is introduced in an attempt to fix those broken processes at a reduced price. However, if not properly managed it can result in over-investment in tech that isn’t useful or used. Whether made redundant or working extra because of redundancies, problems breed solutions. Expect to see new technologies and solutions next year that might finally fix the productivity puzzle.
Carl thinks...
PR in 2023 will be all about Personal Relations:
It’s obvious to anyone working in media that the landscape has changed dramatically since 2020. Hybrid work and the disappearance of traditional news desks have made the relationship between journalists and PR executives all the more fuzzy. To get to those elusive journalists, it will be up to the younger PR execs to step up and meet them where they are, whether that’s a DM over Twitter, or going old-school and catching up with them over coffee. 

### Tech layoffs - our time to shine?
[NOTE-  A version of this blog first appeared in PR Week and caused quite a stir - subscription required]
What a wake-up call. This year has seen nearly quarter of a million highly-paid tech workers laid off. If you’re employed in tech today, you’re at risk of a RIF or Reduction In Force. The worst part? Some of these new jobseekers did nothing wrong, they are just the statistical ‘friendly fire’ of nervous boards who are echoing each other’s decisions. 
In the first quarter of next year, ex-Twitter, HP and Salesforce staff will somewhat unexpectedly compete for jobs against former workers at hipper tech players such as Stripe, Coinbase and Spotify. Some will want a well-deserved rest and others will want to ‘get straight back on the horse’.
Naturally all this disruption is making internal marketing teams nervous. So are the UK’s 150-plus Tech PR agencies, with some justification. But should we be?
Focus on what you can affect
Having seen three recessions, it’s easy to panic and make rash decisions. Our advice? Just don’t.
Instead, agencies should make their clients the stars of the hour. Even as ad spend declines, your internal PR sponsors need you, now more than ever, to fight for PR’s fair share of the marketing budget. That’s what we should all do every day, right?
Of course, there is budget pressure from the top to divert funds to short-term tactics like advertising. But some advertising, such as Meta’s crass “Some say..’ TV and YouTube ads can seem inappropriately pushy in a downturn.
The fact is great tech brands and innovative propositions shine brightest when they prove their long-term value to businesses. That’s a story only PR can do justice to. 
 	Need to reduce cash flow? Use our app
 	Need to attract new prospects to your solution? Review our research data. 
 	Can’t afford downtime? Check how others, just like you, stayed online
Don’t cut teams prematurely
Tempting as it may be, from a solely cost perspective, agencies cannot afford to lose great talent to this hot jobs market. For our part, Positive just implemented a cost-of-living pay rise demonstrating our long-term commitment to the team.
Recent layoffs though do prove in-house is no longer the safe, no-drama career choice it once was. So this could be a rare, perhaps once-in-a-career, opportunity for agencies to pick up amazing in-house talent looking for new agency-side challenges. 
There is both a lifestyle and a professional fulfilment argument. Contrast the bureaucracy and in-house psychodramas of life at some large employers to the unending optimism which, by necessity, has to drive external PR teams. In my experience, having worked in-house and externally, agency life is more liberating, diverse and creative.
Tech PR reinvigorated
Tech of course is not going anywhere. If anything, each day tech becomes more mainstream and less ‘magic’. Fewer in-house resources does not reduce the need for tech brands to differentiate themselves. Quite the reverse. 
And while we should keep a sharp eye on the once-in-a-career talent availability, mostly that means it’s the ideal time for external agency partners to provide maximum proof of value. This implies we should measure the payback on PR like never before. Get this right, with rebalanced teams focused on growing tech out of this recession.Its in our own hands, we just need to wake up and smell that coffee again.

### Positive vibes for tech journalists
Many tech marketing professionals have been flat-footed by the changes in tech journalism. Trade titles have thinned out and at the very same time that tech-related stories have boosted coverage in broadcast and national titles. 
There’s been a lot of journalist movement, something most press databases can’t or won’t keep up with. More than ever, relationships matter.
Today’s the way journalists choose to interact with story-suggestors, be it in-house or agency, communications had evolved from email and phone calls to social media posts and comments. So is there any point in IRL, or In Real Life, meetups?
We say an emphatic. YES. And we put our social budget where our mouth is.
The top tech media in one place
Every year Positive invites the good and the great journalists to share a glass, nibbles and safe-space industry gossip at a client-free Mayfair venue. This year saw two dozen of the top press working in tech for the BBC, The Telegraph, The Spectator, the i-Paper, Verdict, Management Today, ITPro and others join us to share insights as to how post-pandemic, mid-recession, peak tech layoff professional life is treating them. 
As always, the Positive team, young and older mixed and mingled with a very diverse crew of writing talent and heard tales of political intrigue, under-resourced editorial teams and an increased reliance on third parties to gather news. This has implications for our business and how we, as PR pros, interact with the media whom we rely on completely to convey client news.
Since the UK’s lockdown and post the WFH debate, meeting in person always feels just a little more privileged and intimate. That’s because it is. Spending time out of office is a big commitment for hard-working journalists and we treasure their attention.
A thousand Journalists over three weeks
Perhaps the most humbling and basic lesson though this year was how incredibly difficult it is just to gather a group of like-minded experts. Behind the scenes the call-down principles, which our teams put to work for clients was on overdrive. Just to share some data we canvassed nearly 1,000 media over a three-week period to ensure our success.
We are, as always, extremely grateful for the support of our editorial professional colleagues for taking the time out of their busy schedules to come to meet and understand our press-friendly approach. The word partnership is overused and undermined in many cases, yet it describes perfectly the friendly and very social interactions, some for the very first time, we had on the night. 
If you are involved in tech journalism, blogging or podcasting, please do reach out about attending our next press social and thanks to all our clients for their continued support as we stay close to the frontline of today’s press corps.

### PR's magic triangle
The impossible trinity is a concept commonly associated with international economics. Introduced in the 60s by economists Mundell and Flemming, it breaks down the conflicting problems when trying to create a stable international financial system. It states that it is impossible to have all three of the following at the same time: free capital flow, a fixed exchange rate, and a sovereign monetary policy. The concept can be applied to many sectors and is culturally most remembered as ‘Mona’s Law’ in Armistead Maupin’s ‘More Tales of the City’ - “You can have a hot job, a hot lover, and a hot apartment, but you can't have all three at the same time."
The idea boils down to, essentially, there are always trade-offs when trying to achieve three goals, also known as the trilemma.
Now, how does this apply to the world of public relations? The impossible trinity that PR professionals face centres on coverage: you can have articles that are plentiful in number, written to a high standard or on-message, but you cannot have all three at the same time. 
The reasoning applies particularly to the second point of the triangle above - ‘Quality of pieces’. The reality in PR is that the more experienced the journalist or the more reputable the publication, the more unlikely it becomes to replicate that
across a range of titles or have the content be tailored exactly to your client’s message. 
To some extent, that’s as it should be. If one were to open up the national Sunday papers and find four identical stories about a company’s news, all using the same angle, opinions and wording, we’d flip the page over to the funnies. 
Yet in the world of PR, impossible is a word that often gets thrown around by those who haven’t been in the industry long enough to have embraced and capitalised on the volatile oddness that is the UK media. However, in my time I have seen PR moves that fly in the face of Mona’s Law: monotonous product launches that make the front page of every core tech publication or sumptuous global independent data that lies forgotten at the bottom of inboxes. 
The triangle can be broken. A recent example taken right from this very office would be the recent launch of a category we spearheaded. In less than a week, the launch saw multiple on-message far-reaching pickups from broadcasting to tier-one tech publications. 
So, how did we do it? Well, aside from the magic that we pride ourselves in as a scrappy upstart agency, there are ways to boost your odds of hitting all three. 
The strongest weapon in an agency’s arsenal is a thorough understanding of your client. Knowing their messaging is not enough. Instead look to dig deep into their technology, harness the strengths of their spokespeople and identify what the client’s specific media targets are. Ultimately this results in a more well-rounded perception of their longer-term goals. 
It’s all well and good to memorise the important bits from their home page, but good PR people go further. It’s on you to take all aspects of your client and apply them not only to particular types of media but individualise the message to the journalist as much as possible. 
A quality understanding of what you are pitching, in tandem with steady and consistent outreach to key media, will help points two and three of the triangle. Getting that right (AKA: bountiful) number of hits is the more laborious side of PR. Our recent success with said client could only have happened with the team constantly scouring for new journalists, crafting literally dozens of different pitches and picking up the phones in the early hours of the workday to actually speak to the writers and editors.
This example is not meant as a brag or an exception to the rule. Rather, it proves that the triangle of impossibility in public relations truly only exists if you allow yourself to be confined within its three corners.

### Influencer relations in B2B vs B2C
You might know what a B2C influencer is and does - but do you know how influencer marketing works in B2B? 
Let’s talk through the basics, first. Originally, the more followers you had as an influencer the more money you were paid to endorse brands. These partnerships could be photos in a brand’s apparel, makeup tutorials or “tests”, fake reviews of tech, reposts of branded content - and more. 
Micros leading the field
Eventually marketers woke up to the fact that audience size doesn’t necessarily correlate with engagement. In fact, the current trend is for micro-influencers to be used; those with tens of thousands of followers rather than hundreds of thousands or even millions of followers.
Micro-influencer audiences are usually highly engaged because they feel like they’ve “discovered” the influencer. They really buy into what the influencer says and does and make sure they keep up to date with their posts. But there’s a fine line between partnering with specific companies' organic posts and oversaturating their accounts with sponsored content. Audiences are continuously more aware of being served ads that may or may not be trustworthy. While these micro-influencers are perfect for companies in terms of price and engagement, the competition to secure those partnerships is stiff.
What’s the difference?
Not much. People love to claim there’s a big difference between B2C and B2B marketing, until you explain that there is always a consumer at the end of the line. You might flog more free stock in B2C, but the underlying premise is the same: make a company known by the right people who will buy what they sell.
However, when it comes to influencer marketing, B2B is behind its consumer-focussed sibling. We’ve all seen LinkedIn influencers slated for making up ridiculous stories that are too good to be true - literally. It’s boring and uninteresting, which has led B2B businesses to also start looking at micro-influencers instead. Engagement is key - but fighting for the small number of B2B influencers is a challenge.
How B2B influencer partnerships can work
Much like B2C campaigns, it’s about identifying the right person to talk about your business, and how to do so in an engaging way. Whether that’s a cyber security expert testing out a new Network Detection and Response product and reviewing on their YouTube channel; a group of insurance entrepreneurs being interviewed about how traditional insurers can ‘be more tech’; a well-known CTO of a healthcare company blogging about how your client’s data platform led to identifying a global trend in Alzheimer's; or having your company’s founder on a popular industry podcast. 
As you can see, the sort of influencer partnerships you can create in B2B marketing are not so different to B2C, other than it may entail talking about a product or service rather than trying it on. The most important factor for both is being selective about the potential influencers you engage with - and that requires a lot of research on that influencers past actions and behaviours.
B2B businesses might not be selling the latest trainers, watches or sunglasses, but consumers in business are just as selective - if not more so - than in B2C. The amount they’re investing in your product is often much higher, there’s often a contract of at least a year and there is no returns option. For these reasons, persuading them to purchase takes longer and is more difficult. Some might say, B2B marketing is much more difficult, and also more rewarding. And we’d have to agree.

### Should I be worried that a competitor is working with my agency?
The simple answer is no. 
Competition is good for business…or does it lead to a constant fear that your B2B Tech PR agency is achieving better coverage for your competitor? Clients blacklisting competitors from being on our books is common in the world of PR and marketing, but it’s not necessarily good for your PR.
Work with my cousins, not my siblings
An essential criterion when picking a B2B tech PR agency is that they have relevant experience working with companies in your industry. In your industry, sure, but not delivering the same thing. 
Many companies think doing so will hamper their PR efforts. They may believe their competitor will steal coverage for them, or perhaps the agency will prefer the competitor and work harder for them. This opinion is totally misguided.
Working with clients who deliver similar technology solutions to similar audiences would have no effect on the quality and quantity of coverage achieved to each. A mature agency would also have processes in place to ensure different teams deliver PR for competing companies.
Jack of all trades, master of none
Blacklists have levels. Sometimes the demand can be as mentioned above - banning working with a direct competitor - delivering a similar product to a similar audience. But sometimes this can go one step further such as not working with any company in a subset of a sector. If we refused to work with anyone in a client’s sector we’d become a Jack of all trades, master of none. 
As it happens, we work with a variety of tech businesses, several of which sit in cyber security. We’ve built up such a good reputation with national and business journalists, they now approach us for comments on cyber stories knowing we have the right clients in the right space who can deliver insightful additions to a story. Our cyber expertise is known, but it’s only made possible by working with several companies in the space. This means we have a holistic view of the cyber landscape from several angles. We know different technologies working in this space, each with their own thoughts and opinions on how to keep cyber safe. 
Keep your agency enemies close
We all know the phrase “keep your friends close but your enemies closer.” For some reason when it comes to choosing a PR agency, companies forget this phrase. There are three key benefits from choosing a B2B Tech PR agency that works with a competitor:
 	Knowledge
 	Network
 	Angles
Working with your competitors means an agency can get up and running as soon as you sign the dotted line because they already have knowledge of your tech. They might not know the minute details that separate you from your competition but they understand the use case, mission and end goal. 
Another benefit is that the agency will already have strong contacts with all the journalists you want to speak to. But because they’re working with a competitor, they’ll be able to tell you what you need to change or say to stand out from the crowd. This doesn’t mean you get priority over the competitor, it means the journalist gets the best of both worlds. Two differing opinions from similar companies. It’s a journalist’s Holy Grail as nothing is worse than receiving comments that say the same thing.
In summary, competition really is good for business, especially if your B2B Tech PR agency is working with them. Two separate teams cross-pollinate ideas and connections, meaning double the amount of effort and potentially results that you may get if you ban your agency from working with a direct competitor. Be smart, not fearful. Trust your agency to deliver what they promise and if they don’t, they weren’t a good fit in the first place.

### Deserved, but unexpected, wins are the best
The surprise when the rather smart new SABRE award, the second in our history, arrived in the Hammersmith office shocked us all.
Of course, we knew we’d won this equivalent of the Oscars ahead of time. But nothing really prepared us for the sense of pride the gong managed to spread across the team. A really Positive day, we smiled from morning until still-sunny evening and regularly we are grinning still.
It was the sheer recognition of a job well done. Something in very short supply after lockdown and the Ukraine War added to literally years of depressing world news.  This was real third-party recognition of a team, who endured COVID lockdowns and tube strikes, job promotions and sub-team reshuffles, even entire career changes and clients emergency evacuating entire workforces.
Despite the chaos the team focused on one thing alone – client results.
In the heat of PR campaigns nobody thinks about accolades. Pitching intransigent journalists who have ‘heard it all before’, waiting for windows in busy executive calendars and even sleepless weekend nights can seem thankless.
But this one blue icon, the fact that our achievements persuaded our peers to recognise us, that meant something special. The campaign was not created to win awards, but just to bring results and so it became an extra special gift. Less a stiff handshake and much more like a really warm hug of appreciation.
Many thanks to our client Quantexa, especially CEO and founder Vish and Matt, whose bravery in choosing what was, at the time, a smaller and braver PR boutique was fundamental. Without that decision we could never become winners together.
So now onwards, to another set of client results with which we will build up our clients’ reputations and our team’s experience and skillset.
As a leader, I have just one wish. That the hard work in-between this and whenever our next victory comes, keeps us humble and focused on our clients. We live for the surprise, because the hard work – recognised or not – well, that comes anyway.

### The four benefits of agency PR
Working in a Public Relations agency vs In-house for a brand has a number of differences as the two roles bring about different experiences in the industry. Here is a deep dive into the four key benefits of agency PR…
Making the move
Moving from B2B in-house to an agency, a notable difference is the array of skills that varied throughout the company. As people specialise in numerous areas, strengths can be pinpointed and shared, allowing others to quickly learn from one another and offer different perspectives. Throughout the agency, client questions and project duties are shared, enabling fresh eyes and new angles to be found to achieve success, as well as improving client relationships - and of course those key relationships between the agency and the media and stakeholders. 
Becoming friends with the industry
An imperative advantage that agencies have is an outstanding list of strong contacts, partnered with a deep understanding of what works best journalist to journalist - may it be a direct message on Twitter or a bespoke email, they have the experience to share! It then becomes a task to get involved in those relations first-hand, to build and nurture your own relationships, as you grow in the firm. This benefits not only your clients but also your own pool of contacts and therefore, your career. 
Agency means more agency
Agency PR also enables you to thoroughly glean key industry know-how. In-house practice can sometimes be subject to complex processes and multi-step stages, whereas agency encourages PR professionals to act quickly, fail fast, and get those results. Having numerous clients is advantageous for getting to grips with the inner workings of their companies, their technologies, and the world they operate in. This involves staying as up-to-date as possible with the news in order to pitch creative ideas and angles, adapting to the ever-evolving newscycle and developing unique ways to align clients with the needs and wants of journalists and audiences. Alongside this, good agencies will put in place fun and accessible ways to do this such as various training days and team-building sessions. 
Sidestepping specialities
The ‘all hands’ approach is a standout factor in agency PR as it is more than probable that you will find yourself working across a whole range of projects across different industries. While it is unlikely that you'll have the final say over the campaign, you'll be exposed to a plethora of different initiatives and budgets which is a valuable experience as you find your feet. 
This range of knowledge also allows you to explore different avenues in the field, for example, in tech you can venture into cybersecurity, automation or even cloud computing. Delving into these areas means you can work out what you like more and less and build on that- maybe going on to specialise in a specific field in the future. 
The full agency picture
Keeping up with under-the-radar trends, the media landscape, and the big picture is a key element to what we do here in agency PR, as they are naturally fast-paced. They have their finger on the pulse of everything in the PR world. This is what they do.

### Why we need to PR ESG better
Earlier this year Andrew Orlowski, celebrated journalist and current opinion columnist for the Telegraph, shared his alarm on how ‘environmental ideology’ and ‘green zealotry’ are, in his opinion, stifling innovation. 
This is patently not true as truly amazing innovations that foster sustainability arise every day - see clean energy, circular economy initiatives, environment-friendly agrifood improvements, and electric transport.  
From a communications perspective, this raises some alarm bells: clearly, the business world does not quite understand yet the immense benefits of environmental thinking, and presumably, of other measures of sustainability like Social and Governance - all three of which bring together ESG. The business community cannot be blamed: for a long time, there has been bombastic, flowery prose from major brands on how deeply they care for the planet and people, followed by horrendous abuses of trust and shameless exploitation. 
One thing is clear: ESG should be communicated better. Otherwise we run the risk of great initiatives being swept under the rug of innovation failures, like Orlowski states. But who cares about ESG? 
Crucially, investors. The tech world is already undergoing a period of transformation - Alphabet misses on earnings again, Twitter is in the grips of scandal, and Meta of course is all systems go to create the metaverse (which will bring an entirely new fresh set of social and governance challenges, but for now we don’t need to worry about it just yet). 
Meanwhile, in the B2B world, companies continue to face the Innovator’s Dilemma, wondering whether to innovate now and assume the risks and advantages of being first or wait for everybody else and (safely) lag behind. ESG presents exactly this choice, and with it, it attracts investor attention. ESG is now crucial to investment, even as the regulator strives to push towards better clarity and accountability with the upcoming Corporate Sustainability Reporting Directive. 
It’s not just an investment issue: in an era where digital talent is more crucial than ever to business competitiveness, with new generations caring more about their company’s ethics, they can’t afford to alienate the best candidates. Innovating is key to keep the business up and running while also transforming to be more sustainable, especially in traditionally intensive industries like energy. 
ESG is often accused of being a fad, a false conviction, or an impossibility. And it will all be true in the eyes of the public, if not the regulators - who are prepared for an uphill battle - unless Communications does its job: to prove the case that doing the right thing, acronyms or no acronyms, is a win overall for business and for society. Mr Orlowski will be no doubt heartened to see that, far from being blinded from ‘green promises’, innovators will keep innovating at pace to be able to keep up with this reality. 

### Landing national coverage in B2B tech PR
Bringing B2B tech to the nationals can be a struggle. It’s hard for mainstream news consumers to realise the impact of B2B on their lives, requiring PR’s to work creatively and cleverly to secure the ‘creme de la creme’ of coverage.
Although there’s no perfect answer on ‘nailing the nationals’, there are still a few key steps PRs can follow in their quest to reach this ‘promised-land’.
‘Your friendly neighbourhood PR’
The industry runs on a cycle of PR-journalist symbiosis, as much as journalists might object to; PRs have more press-making power than assumed. PRs need to know how to befriend, and speak to journalists in a manner that reinforces this mutual reliance on each other, enabling the functioning of a successful news cycle. 
A PR pet-peeve is the ‘cold call’. Journalists won’t take time out of their hectic day to have a conversation irrelevant to their beat. It makes no sense to do constant call-downs, when all is required is consistent reputation-building, sending journalists the right news at the right time. This builds respect and rapport- next time a journalist sees you in their inbox,  it’s more likely they’ll react. Of course, there’s nothing wrong with the occasional phone call to journalists who enjoy a chat, still being a great way to bond, however, most feedback is that journalists prefer sticking to the speedy reliable email, or trusted Twitter DM. It’s a matter of coming across as a ‘friend’ to journalists, ‘helping’ them make the news.
Continuing the conversation
Once initial contact is made, continuing the conversation is crucial when landing national coverage. Journalists will be rammed with emails backing up their inboxes, so the friendly ‘catch-up thread’ is a gamechanger to grab attention. If an opportunity has already landed, with either reciprocated interaction or coverage itself,  there’s nothing stopping you hopping back on that original thread with a new concept or news story update. This just plays back into how to prove your work is worth their while. 
PRs should never be fearful of persistence either. It’s known journalists are bombarded with other PRs competing against you to get their clients coverage, so why not make yourself stand out from the crowd? Standing out not only comes from the (hopefully) worthy news itself, but the passion behind it, illustrated in enthusiastic persistence. 
Creativity is key
Grabbing attention requires creativity. There’s no fog-horn to sound your news, meaning getting creative with ideas has to be loud enough.  In B2B, those reading major papers don’t tend to know or want to read about technological jargon. Applying a clients’ technology to an easily understood conversation in wider society is the only way to make it into national news. This requires a huge amount of understanding the clients’ messaging, and having fun in creating a connection it might have to something the ‘everyday Joe’ wants to read about.
Understanding B2B offerings is a requirement for this to happen. With this, comes the close connections you must build with not only the journalists, but the SMEs at the company you represent. Having willing spokespeople to push company messaging in layman’s terms is needed to enable flourishing creativity.
Be brave
Concerns of rejection in PR have to go. If an idea is left to fly, it can reach incredible heights. Fears of ideas being ‘too far fetched’ have to also go- so long as it’s still relevant and justifiable to the journalist. As soon as an idea or news story appears, don’t be afraid to reach out to media friendlies, or further afield to new contacts. PR is about pushing those boundaries as often as possible in response to the newscycle- no single day will ever be the same, and this is the same at Positive.
For example, who would have thought about applying B2B real-time data software into a conversation about tracking asteroids hurtling towards earth? That could grab the attention of any Daily Mail reader. Having a slightly ‘clickbait’ creative idea, SME buy-in with briefing preparation, and impeccable knowledge of the newscycle, is the perfect recipe to landing national coverage.
Breaking and making news
In tech PR, if you never read or stay up to date with breaking news, there’s something very wrong. Without knowing exactly what’s going on, and more critically, when, there’s no way national coverage will land. This can come in the form of a ‘trendjack’. Being able to nail this form of PR proactive outreach once again comes down to the knowledge of the client, and the knowledge of the news itself. Having comments ready at hand, or spokespeople willing to speak as soon as the news breaks, is where the real magic happens.
Reacting as soon as, or ideally, pre-emptively is needed. A PR must both react to news, but also break it themselves. This comes from knowing the right places to keep track of what’s happening, and spotting it before the journalists themselves do. Being the first of a flurry of other PRs attempting to land comments in a national is the only way - you’ve got to be speedy, savvy and know how to write a superbly succinct pitch with a striking subject line that will sway any national journalist’s attention.

### Getting your CEO to understand the benefits of tech PR
So, you’re looking into PR to boost your brand, but your CEO just doesn’t get it. She’s looking at the bottom line, and sees no upside in plunging resources into an agency that doesn’t understand her team’s tech for press coverage probably won’t drive sales - or so she thinks…. 
However, as an innovative, forward-thinking marketing professional, you know better. But, before you march back into the C-suite to plead your case, why not figure out how exactly to convince your CEO that B2B tech PR takes brands to new heights.
Ads don’t work
A lot of people conflate PR with advertising. But when it comes to advertising or paid media, consumers are well-aware that someone is trying to sell them something. More importantly, as a result, they are far less likely to trust it to be the unvarnished truth.
In fact, research has shown that trust in advertising is in long-term decline. A study from Credos has shown public favourability towards advertising hit a record low of 25% in 2018, almost halving from 48% in 1992. Therefore, if your CEO thinks spending more money on ads alone will create the leads they need, he, or she is sorely mistaken.  
This extends to the digital space. For a while, digital advertising promised the world, but even the leaders in this space cannot defy gravity forever. In April 2022, Google’s parent Alphabet posted slower sales growth as global economic turmoil disrupted digital advertising spending.
Earned media, which your PR agency, if it's worth its salt, is content others create about you - be it journalists, influencers, or analysts. While this can be good, bad, or anywhere in between, a knowledgeable and proactive PR team will drive the narrative so that this earned media reflects your company in a positive light. 
So, by choosing an agency with the right contacts in the media and the persuasive expertise to influence them, you’ll have journalists placing your company's name in the publications of your dreams, in front of readers, listeners, browsers, and viewers that matter, for a fraction of the price of an ad campaign.
Persuasion: social proof & authority  
But why is earned media better - and how does it influence the perception of your brand? To explain that, it’s worth taking a deeper look at the science of persuasion. Dr. Robert Cialdini, the world’s leading researcher on persuasion, and author of Influence (a must-read for any marketing professional) has identified seven key basic principles of persuasion from decades of research into the subject: reciprocity, scarcity, authority, consistency, liking, social proof, and unity. For today’s purpose, we will focus on authority and social proof, and how these are delivered by PR. 
Authority
This is the idea that people follow the lead of credible, knowledgeable experts.
Physiotherapists, for example, are able to persuade more of their patients to comply with recommended exercise programs if they display their medical diplomas on the walls of their consulting rooms. Studies also show that people are more likely to give change for a parking meter to a complete stranger if that requester wears a uniform rather than casual clothes.
Science tells us it’s important to signal to others what makes you a credible, knowledgeable authority before you make your influence attempt. Of course, this can present problems - you can hardly go around telling potential customers how brilliant you are, but you can enlist a team of professionals to hone messages that persuade professional writers and influencers to do it for you.
With the right PR agency, the people doing it for you will be industry-leading, expert journalists writing in some of the most trusted publications in the world. In a word - authorities. Tech is a specialist topic, and readers view a very select group of media. By choosing a partner that is embedded with these outlets, and deals with the movers and shakers behind them every day, you’ll be receiving a direct channel to potential buyers in the most authoritative way possible.
If the benefits of your product are being extolled by a journalist in the Financial Times, BBC, or Bloomberg, readers are primed to trust that information far more than if you tell them via ads or salespeople. And while your CEO may question how the hell a PR agency can get his or her super-techy product into the BBC, you can just show him our case studies as proof ;)
Digital social proof
Social proof is a psychological and social phenomenon where people copy the actions of others in an attempt to undertake behaviour in a given situation. Especially when they are uncertain, people look to the actions and behaviours of others to determine their own. For instance, when people shop, they look for reviews, recommendations and ways that others have used a product before making their decision.
As your PR teams secure quality thought leadership coverage from your company, advising businesses on how to solve the issues that face them, readers facing these issues (potential buyers) will start to see your company as the natural solution. However, your competitors aren't stupid, they’re trying to do the same thing. With the right PR team, you can stay one step ahead of the curve, dominating the conversation (something we call Share of Voice). 
Social proof can also help you take advantage of something called ‘The Halo Effect’. If you have big-name customers, for example, your PR agency can get word of your company’s association with them out to the media. When readers see your brand name in close proximity to the Fortune 500 level organisations, they start to associate your brand as having the same level of prestige as these names.
A ‘Positive’ spin on PR
While this was a whistlestop tour, I hope this dive into human psychology has given you some ammunition in your battle to convince the CEO of the benefits of PR. 
Simply put, PR can offer something no other business function can - we connect you with the audience you want to reach, in a way that appeals to them. For more information, connect with us at hello@positivemarketing.com.

### Measuring meaningful targets
PR teams live and die by earned media coverage and just like the inky print coverage which once ruled our world, PR success is black and white. Sure, some things have changed. Coverage is now measured in fleeting seconds on a video app. Today’s online measurement tools can deliver results benchmarked against dozens of competitors in seconds. But what really matters?
It boils down to what are the best metrics to rate your in-house or PR agency’s performance? Below is our list of things to consider and we are always open for a chat on your specific PR measurement needs.
 
 	Track everything, measure only what matters
 	Vanity metrics do not help
 	Quality beats quantity
 	Stop. Breath. Question.
 	Why bother, If you don’t recycle? 
 
Track everything, measure only what matters
It is so straightforward to measure earned coverage that it makes sense to track it ALL. From audited  circulation figures (ABC) to audited Unique Monthly Visitors (UVM), Domain Authority (DA) for SEO through to social likes on reposts, it’s all there.  
Positive recommends a straight benchmark of coverage against competitors, a straight Share of Voice (SOV) plus a raw count of earned media as a clear productivity measure. We prefer to measure SOV, on a quarterly or half yearly, to show actual trends and we always contextualise the raw data, so that one-off events like fundraising, CEO changes or M&A do not skew the picture. On occasion, we add specific progress against targets, if everyone is clear on what is realistically achievable.
Vanity metrics do not help
It is very easy to go beyond the basics with PR measurement. As well as sensible core metrics like SOV and the raw count of articles, perhaps tiered for relevance, reach or reputation and Share of Voice, which we like a lot, it is easy to get carried away with vanity metrics.  
For instance, every PR measurement tool we’ve ever seen struggles with sentiment analysis. Most press releases are, unsurprisingly, upbeat, while a profit warning, also predictably, results in negativity. Focusing on vanity metrics is for PRs with too much time on their hands. We had no good answer for this. 
Quality beats quantity
A major issue with PR is how confusing it can be to sort quality coverage from dross. Even the best tools will count screen scraped news releases as results. Deduplicating these can be tough. One client of ours has created a Boolean, “if this, then that’ search which runs to 100 lines of code to filter out this noise.
Fundamentally, the core output of PR is earned coverage which attracts customers. When we say earned we mean persuading a trained journalist of the merits of your stories. The rise of ‘content teams’ at major publisher confused some for a while. 
But this very expensive, paid, ‘coverage’ is largely ignored by customers. One badly-burnt client we spoke to recently asked what to do with the 200 paper copies of their ‘special report’ they were left with…
Stop. Breath. Question.
Contrast the ‘Special Report’  experience with clients of ours, who achieve dozens of top-quality purely PR-originated mentions per year in quality editorial like the Financial Times. Here and, to be fair, over a number of years, we have proven our client is highly-relevant to this most-qualified of business buyer readerships. Not only that, this coverage has resulted in inbound sales enquiries. Even sales teams find that hard to argue with.
Of course, it may be the FT is not right for your company. Start-ups need to attract new investors, who read a limited number of titles, like Sifted and UKTN, We have clients in verticals like insurance and manufacturing who need coverage in this specific media. The challenge, which we make explicit with in-person reviews, is to keep asking the question ‘Will this coverage make a difference?’ That difference could be making prospects more aware of your offerings or changing entrenched negative opinions. It might be persuade customers not to switch off their monthly subscriptions. As long as it is intentional and crucially, written down. What gets measured, gets managed.
Why bother, If you don’t recycle? 
PR teams take sh** off sales teams all the time. “I sign the customer deals. What are you doing for ME?”’ they cry. How easy life would be if PRs were measured by one metric alone, like they are.  But as we have seen, cringy as it seems, there are more than one, but not infinite ways, to measure PR accurately and effectively from a business point of view.
In a way the ‘sales doubters’ do have a point. How can any single article, even in the greatest publications of the era, be proven to lead to a signed contract? However, our response that no matter what we all know from our everyday lives that nobody, or nearly nobody, buys products and services from unknown brands.
In another way, Sales are their own worst enemy. If they do not recycle the outputs of PR in their sales outreach on social media and email, if they fail to use quotes in proposals and presentations, and if they actively block PRs from speaking to happy clients, it is quite literally their own loss. Brave PRs tell sales teams this. We do it all the time.
Hopefully this basic run-through of PR measurement has been helpful. Lastly, measurement is not everything. Execution is. So never sacrifice so much of yours, or your teams’ time on analysing, that it prevents creating legendary PR results. To paraphrase a well-known saying “Those who can, do. Those who can’t create reports.” Happy pitching.

### Telling the scoops from the puff 
Everyone, especially those in PR, should be checking the news when first waking up. The digital age, in no small way shaped by social media, has led to a wave of information flooding our barely awake brains as we adjust to the bright blue light of our devices. 
Examining news stories this way allows you to stay ahead of the curve of those that wake up even half an hour later than you. It affords the opportunity to be pragmatic with your pitching. But how do you truly differentiate when a story is just right for your client and when it’s one to scroll past?
Blocking out the noise
If you try hard enough, you can make any story about their client. A house being broken into could have a cybersecurity angle, in the same way, a message in a bottle could relate to a messaging application. But what is that bringing to the table? Are you positioning your client as a thought leader, or are you simply looking to get a comment at the end of the story when the journalist needs to fill the word count? 
Correctly consuming the news
So how are you supposed to find the news needle in the haystack? A simple yet effective way is to personalise your consumption of news as much as possible. Follow the right journalists on social media, select specific topics on news alerts and look for keywords that resonate with your client’s intentions. 
Your imagination can take you as far as you want but it is a matter of grounding these thoughts within reality. Taking a big story, say an ongoing global conflict, is not the best time for a radical new pitching strategy. Instead, think about news pieces that will only continue to grow in the coming weeks that your client can offer a pragmatic view upon. 
Don’t just see what sticks 
When you’ve confirmed that a news story is of interest to your client, there are a number of pitfalls that those in PR will want to avoid. The first is throwing everything at the wall and seeing what sticks. Just because a news story may be of relevance to your client does not mean their existing materials already are. Sending out pre-approved commentary on mass to even slightly relevant journalists is not a positive way to get ahead. In fact, it will damage your position on the matter down the line as journalists won’t take you or your clients seriously. 
Similarly, keeping it on the back burner won’t do much good either. Clients, in any profession, will want to hear your well-formed ideas on how they could be doing something different. Maybe the idea will be shot down but they will always appreciate you bringing it forward. 
Be realistic yet ready 
The key is not a fast-turning one. The first step in relating a news story to your client is by opening up a dialogue on what the matter entails. Giving them as many concrete steps as possible allows for a smooth passage of PR play. However, keep expectations low. This immediate piece of news may pass as your client takes the time to form their message. Rushing a pre-formed idea is damaging to all and can have adverse effects on your proactive intentions. But, with careful thought and planning, the next time a similar news alert pops up, it's down to your own reaction speed rather than your client’s approval time. 
Overplaying your hand and playing it safe with interesting news angles are two areas that anyone in PR must be wary of. The answer is to carefully select a story, putting in the time and thought by broadening your scope and opening your client’s eyes. That’s how once impossible verticals become your veritable stomping ground. 

### Should you buy that coverage?
The merits and demerits of paid content
To the inexperienced eye, the opportunity to pay your way into a publication your audience reads looks almost too good to be true. After all, sometimes the cheapest way to pay is with money. But are advertorials what your business really needs? 
The advertorial is a strange beast. A combination of ‘advertisement’ and ‘editorial’, it emulates the journalistic article, sometimes providing insight and value, but always skewed to serve the interests of the company who paid for its spot. Granted, advertising is necessary and relevant, and often the first and best option to get your offering out there, but is wrapping it in editorial clothes the answer?
However many its merits, one thing is certain: the advertorial cannot supplant the editorial. There are two reasons for this: 
Firstly, by virtue of the UK’s Advertising Standards Authority (ASA), marketing communications must be clearly displayed as such, making sure they do not mislead the reader by pretending to be anything else than an advertisement. This has a simple and instant effect: the article which your comms team spent months sweating is immediately assumed to be an ad. Is that worth the investment? 
There is certainly nothing wrong with advertising a product update or a particular company initiative that builds your brand. In fact, we find that social advertising in key vectors like LinkedIn can take a business very far, attracting their attention and engaging relevant audiences, whether they are prospects or potential recruits. But pay for an article once too often, and it may be assumed that you only want to talk to the commercial and not the editorial department of a publication. 
Secondly, advertorials are no substitute for editorial articles because they don’t necessarily reflect the market as only independent journalistic research can do. If everyone decided to amp up their advertorial output, where would we get an accurate picture of what peers, competitors, customers, are thinking about? After all, even if it’s sponsored, that real estate still needs to be useful and engaging to readers, or the reputation and quality of the publication will plummet. 
Ultimately it’s all about building a brand presence and winning hearts and minds. Posts with ‘sponsored by’ at the top are well and good as a brand boost, but in the end, earned media will always come first in the readers’ (and potential buyers’) minds.

### Gathering a crowd
The ‘P’ in PR
The ‘P’ in PR should stand for people. Meeting journalists face-to-face in PR is the bread and butter of any media relationship, and is essential to let them blossom into creative collaborations and (ideally) coverage, and this is key at Positive.
Post-pandemic, the concept of pre-pandemic PR, regularly involving meeting journalists for drinks and socials, has been a tough terrain to navigate. With constant changes on national restrictions or personal preferences in limiting socialising, gathering a crowd has never been more difficult. 
Time is of the essence
To ensure any PR event is a success, using the lead-up time wisely is critical. Once a date has been set, hopefully far in advance to let journalists place it in their busy calendars, it should be a constant ‘go-go-go’ in inviting all your favourite press pals. As a general rule of thumb, in any given press-related event, there will be at least a 50% drop-out rate. This means the initial invite list should always be extremely extensive- more than you would think- and should be consistently evolving and changing with added contacts. These events aren’t just for you to focus on your closest contacts, but to ensure a good turnout, anyone you pick up the phone to, or email throughout the week should be a target.
Pitching Perfect
One of the key takeaways in gathering a crowd for a PR event is to enjoy the process. Most will always find that when going to pick up the phone to call someone during day-to-day work, having the hook of an upcoming event always adds more momentum to anything being pitched. After being locked down for two years, especially in a media-related job, most will be desperate to get back to normality. Grabbing drinks (especially free ones) in an exciting location accompanied by a fun form of entertainment after a hard day on the grind should entice many. 
Once the initial interest is there, it’s all about follow-ups. Journalists are extremely busy people, and will have plenty of other PR event invites going on. To make your event stand out, persistence and whipping out the creme-de-la-creme pitching skills of ‘why your event is better’ is vital. High energy is a must in any event pitching process- if the voice on the other end of the line is excited, this will translate on the other side.
Solidifying Success
As mentioned at the beginning, the ‘P’ in PR should stand for People. To gather a crowd, one must put those people skills on full throttle. Showing genuine enthusiasm for an event, persisting, and casting a wide net of targets will get you and your team a turnout to be admired.

### Three common pitfalls in press releases
Technically, a press release can be anything you want. It could be 400 or 2000 words, it could be mostly customer quotes or product specifications. As long as it fulfils its main function of informing on news, it’s a press release. 
Yet all press releases are not created equal, nor are they equally successful. There are no good and bad releases: only releases that are somewhere in the spectrum between ‘useful and interesting’ and ‘useless and boring’. There lies the issue many CMOs have to face: what counts as useful and interesting to editors? 
The first question the CMO must ask themselves (and their PR agency) is: is this newsworthy? 
Many a PR agency will nod enthusiastically and say that the launch of version 14.7 of the platform is an absolutely gripping, fascinating piece of news for the public. Yet, as we all know, and journalists better than anyone, it is not. Not unless it brings a material difference to the market, or if it targets an issue of public interest, or otherwise adds to ongoing news, then it will be Positive. 
If it doesn’t, the second question the CMO asks is: is there another way for you to share this news? Email campaign, website blog, social media? A press release is not the only form of communicating to the wider world, including customers, prospects, partners and employees. 
So let’s say the news does need a press release. Here are the top common mistakes to avoid: 
Don’t make it too long
It’s a great credit to a release writer when they manage to share the news succinctly, yet still in an engaging way. Of the first information dump that comes to mind, perhaps a third will be of interest to an editor: what happened, how does it make a difference, what do customers and experts have to say about it. Otherwise, you condemn your beautiful but extensive prose to the bottom of the journalist’s inbox: they have neither the time nor the patience to read through 2,000 words. Especially if it’s a release concerning the inner workings of your company, such as product launches and new hires, reporters will not dedicate many words to it. This means they will need to do more work to parse through the long release, and this might mean they don’t end up writing it at all.
Don’t overcomplicate the wording 
Plain language is best for news sharing press releases. Nobody wants to decipher what the actual announcement is behind a wall of obscure wording. Make the words work harder for you, finding what it is you want to say and laying it down in an impactful manner. Remember, journalists are not analysts, and they are not necessarily specialised in your space - this is especially true for national publications. Use the words to your advantage and make them explain why your news matters, rather than writing something to appease the Branding department. 
Don’t write long headlines
Your press releases headline is like a first handshake: brief, and conveys a good impression. Headlines which trail for two or even three lines only take up valuable real estate in the document, and delay the journalist from reading the news. Headlines serve one purpose: to plant the seed of curiosity and make the reader read further. It’s impossible for the entire announcement to be summarised in a headline; use the subhead and the first paragraph to delve into it and add detail. We have seen overly ambitious headlines trying to fit every single SEO-driving word, to the detriment of making sense. Pick the two words you most want to rank for, and let the body of the release do the rest of the work. 

### Predictions you won’t read
It’s prediction season, but rather than parrot off what everyone else is saying, we thought we’d make five predictions that probably won’t happen:
New nanobots defeat Covid
Time to dust off your fancy clothes because Covid is over and so is social distancing! A new tech start-up will beat the likes of Meta and Elon Musk to build nanobots that can identify and kill Covid in seconds. Of course, the downside is we won’t be able to die as the nanobots keep fixing dying cells, too…
Meta rebrands to Facebook
All hell breaks out when the metaverse implodes. A lack of proper security results in an almighty cyber attack which renders the metaverse totally useless. Unfortunately people in the metaverse during the attack cannot leave. Meta rebrands back to Facebook to distance itself from the horror but it’s not making much of a difference. Which leads to the next prediction…
TikTok buys WhatsApp
The fallout from the metaverse imploding leaves Facebook scrambling for cash as families of those stuck in the metaverse sue the company for billions. In an attempt to stay afloat it sells Whatsapp to TikTok, which bridges the messaging platform with its social media site. What does this mean for E2EE and consumer data? Questions loom about whether TikTok can keep consumer data secure.
Google goes bankrupt
The biggest story of 2022 - Google goes bankrupt. Turns out the online advertising bots raking in money for the company have actually been stealing data and syphoning money. The fallout is so huge Google topples and the hero we never wanted returns - Ask Jeeves.
Oracle launches Tech VR glasses
Oracle uses its cloud expertise to build cloud-enabled VR glasses. The glasses scan your eyes and adjust size, scale and colour to meet your needs. They even correct colour blindness. The downside is they’re only for business use; joining virtual meetings, designing cars, training etc. Games are strictly forbidden, which leads to workers creating their own games from business use cases. 
In all seriousness, though, 2022 looks set to be an incredible year for tech across all industries. The insurance industry is waking up to tech innovation like the finance industry did; advertising technology is finally starting to put consumers first; cybersecurity is evolving at a rapid and very exciting pace to save us from, well, ourselves; automation is getting increasingly smarter beyond boring repetitive tasks to predicting the future. Technology can make the impossible possible, and us at Positive are very excited to see what new tech emerges this coming year.

### Top tips for bylines, headlines & case studies in 2022
If you’ve something interesting to say, people will listen. Too often though, companies are unable to make how they generate revenues sound interesting. 
Turning facts into inspiration is where communications experts help. To explain this better, let’s take a look at three typical comments about three common content types, then see how a little creativity can transform them into headline-grabbing yarns through bylines, headlines and case studies. 
“Press releases are dead”
This comment is the usual tripe spouted about the PR industry and its attempts to gain coverage for clients by outsiders. To a degree, the statement is right. The bog standard, “X company hires X person”, or “X launches version 2.0” press release template should be dead. No one cares about a company’s latest hire or product launch. Unless that is, there is a stonkingly good reason behind it. 
Instead of simply noting a new hire, no matter how senior, look at the wider business story. Is this a David vs Goliath story where a smaller company has snatched top talent from its biggest competitor, because they’ve become disillusioned with how said competitor treats its customers.
Or perhaps the new version is in response to a 100% increase in local cyber attacks, which other major players in cyber security have failed to properly protect customers from, wiping millions from company valuations overnight. That’s a story the media will be very much alive to.
“Bylines are boring”
First we need to explain the difference between a sponsored blog in a publication, and an earned byline. Sponsored blogs, paid for by clients as advertising , are ‘allowed’ to be salesy. They can mention a company’s big wins, its latest product and why it is so great. But does that really result in Return On Investment? 
Are your prospects and customers really going to read your self-obsessed blog on why you’re so amazing, or would they prefer to read a piece of content addressing their real world problems, offering solutions to their current woes?
Editorial bylines are much harder to secure, especially in top tier publications. They are usually pitched as opinions, retrospectively analysing a key piece of recent news, with implications relating to those readers, listeners or viewers in a certain sector or market.
The key when pitching and writing such editorial bylines is making sure you say something different. Now, this is increasingly difficult in a cyclical news world. If the topic you’re commenting on has been talked about before, you need to give a fresh solution to the problem within your bylines.
“Case studies don’t help your case”
Having a client who bandies about customer names is always exciting, but that doesn’t necessarily mean the client is case study ready. Simply working with a fancy brand doesn’t make the case for your client’s product or service. Stats, facts and figures do. 
How can you prove the ROI of your customer care studies? Did you achieve industry leading VTR for an ad campaign? Did implementation of your tech improve productivity by 50% or more? Was your security product responsible for protecting against hundreds of attacks which could have resulted in business costs of $50m or more? How do these stats compare to market averages and how did your product or solution achieve them? If you can’t prove ROI, it is not a case study, it’s just a client announcement.
Whether a press release, byline or case study, these three types of content are important ways of proving to current and future clients that your agency knows what it is doing and that they should trust you.
Contrary to a British politician’s infamous quote, people do care about experts - especially when large sums of money are expected to be invested in the products and services you offer. Knowing what’s going on outside of your organization and listening hard before showing how you’re solving industry problems is the key to standing out in what is likely a heavily saturated market.

### PR chips in to save supply chains
Anyone who avoided knowing how incredibly convoluted global supply chains are, can no longer do so. 
The pandemic brought to the fore the multitude of factors needed just for today’s seemingly well-oiled supply chains to work. The truth is the pandemic has become an enormous spanner in the works. 
Now it is clear. The once solid supply chains used for everything from manufacturing cars to Walkers crisps are delicate and prone to fragmentation. It is crunch time. One cog goes awry, and they crumble. 
When salted snack supply chains felt the impact of the disruption, the story entered the public arena. The lesson? As long as everything works, invisibly and efficiently, the public does not pay much attention. When supply chains are at breaking point, both media and audiences pay attention to their inner workings.
Adding one more voice to the conversation
All good PR professionals keep an ear to the ground and hear what questions the media are asking. This helps us know how they serve their audiences’ interests, and how experts and solution providers respond to issues in the new agenda. Then comes an interesting challenge: how to take part in a conversation which includes the whole world? 
Our experience shows the answer lies in clear messages, devoid of fuzzy wording or self-aggrandisement, and a flexible approach to pitching our clients. Of course, not everyone is talking about the supply chain in the same way, making the same points, or looking at the same aspect. So it’s crucial to know what each publication and its readers want from the conversation: from thoughts and analysis on what went wrong, to potential solutions and recommendations.
In the UK though, no PR will be successful by blindly praising clients, even if their offering is indeed good and helpful. Instead we have to focus on what makes our client a valuable source for a specific publication, journalist and topic.
Who can help the world?
Global supply chain awareness now seems to be here to stay, in the media and in the public mind - a good thing since we all depend heavily on it. As businesses get better educated about supply chain complexities, they naturally search for solutions and technology to smooth them out. 
It is the media’s role to keep their business audiences updated with advancements which can make their life easier. Healing supply chains means integrating nodes across the world, which in turn enables data to move faster. This avoids time-wasting or late delivery fees. As a bonus of course, keeping each touchpoint secure keeps the whole structure safe from cyber attacks.
The immense wastage caused by goods being transported, stored, transported again, and potentially returned, is eye watering. Pleasingly, technology is here to help with a crucial element: making supply chains sustainable. The consultancy firm McKinsey estimated in 2016 that 90% of companies’ impact on the environment came from supply chains.
We can only assume today we are doing worse. Water and soil pollution, deforestation, hazardous air emissions and excessive energy use happen in global and local supply chains. The environmental damage is all the more horrific because, with the right tech solutions, it can be avoided. And, now the public knows their crisps are threatened, the chips are really down for supply chain professionals.

### COP26 - How to avoid the greenwash
Avoid the greenwash
The 2021 United Nations Climate Change Conference (COP26) saw world leaders gather to work out how to prevent significant and disastrous global temperature rises. While the fossil fuel pledge was drastically (and disappointingly) watered down to ‘phasing down fossil fuels’, some other seemingly impressive pledges were made. These include halting deforestation and reducing methane emissions by 30% by 2030.  
However, many climate activists, including Greta Thunberg and Vanessa Nakate, have slammed the COP26 summit, with Thunberg dubbing it a failure, “where leaders are giving beautiful speeches and announcing fancy commitments and targets, while behind the curtains governments of the Global North countries are still refusing to take any drastic climate action.”
Vanessa Nakate’s take was “We are drowning in promises”. “Commitments”, Ms. Nakate said, “will not reduce CO2. Promises will not stop the suffering of the people. Pledges will not stop the planet from warming. Only immediate and drastic action will pull us back from the abyss.”
Strong words from two influential women fighting the growing problem of greenwashing, where companies and world leaders alike dazzle with eco-buzzwords to make themselves appear more environmentally friendly than they actually are. In fact, both Nakate and Thunberg took part in anti-greenwashing protests in Glasgow, where COP26 took place. 
Being seen to be green for greed 
Greenwashing is a term which has risen steadily over the years, while the world becomes more environmentally aware. Brands and companies quickly realised ‘being green’ sells, and many have profited from grossly exaggerating their eco-friendly credentials. This has understandably often left consumers feeling misled. 
A notorious example of greenwashing is Volkswagen, which boasted low-emission and environmentally-friendly vehicles in marketing campaigns. However, the company was caught cheating emissions tests by fitting these same cars with tech capable of detecting when they were undergoing an emissions test, thereafter making these emissions appear more eco-friendly. These vehicles were in fact emitting up to 40 times over the limit for nitrogen oxide pollutants.
[klutch-slideshow]
Volkswagen is far from alone when it comes to greenwashing and it can be hard to spot. Most companies now have a ‘sustainability statement’ or ‘promises to be greener’, from biodegradable plastic to net-zero emissions, though it’s hard to know which are genuine and which are merely “lipstick on a pig”. 
Wash away the greenwash 
Companies need to actively avoid greenwashing through clear communication on green initiatives - without embellishments, exaggeration or outright fabrication. 
It’s important at all costs that fluff is avoided - a hard and fast rule of any good PR and comms strategy. Using catchy buzzwords like ‘eco-friendly’ or ‘sustainably produced’ without solid reasoning as to why companies and their products qualify for these phrases is utterly redundant. Not to mention completely misleading. 
Jargon should also be cut from any communication. To appear credible, companies often rely too heavily on scientific language to share how they’re tackling climate change. This often just makes these companies and their green policies inaccessible to their audience. People don’t need a science degree to understand how climate change works and what companies are doing to fight it. They just need clear communication. 
Above all, when it comes to tackling climate change, transparency is most important. It’s important if sustainability objectives are set, companies clearly communicate environmental progress, and with context. It’s no good spouting your major move to clean energy, as if you’re solving climate change, when you’re still heavily reliant on fossil fuels for your business - something both BP and Shell have done. 
Sharing your eco-friendly credentials should be encouraged, but only with absolute context. In Shell’s case, only $900m of its $116bn annual investment pot goes towards renewable energy, and it’s clear they have a long way to go before they shake their super-polluter status. 
Fighting climate change is without doubt the most pressing issue our world faces today, and is incredibly complex. Companies need to avoid making it even more confusing by greenwashing for their own gain. They need to take responsibility for their role in both contributing to and preventing rising temperatures.

### The Elements align for CNBC
Facebook, Instagram and WhatsApp’s six-hour outage saw 3.5 billion of its global customers impacted - almost half the global population. The outage shed light on big tech’s reach and exposed just how centralised Facebook’s service is. A perfect opportunity, therefore, for Positive client Element, a secure decentralised messaging platform and WhatsApp competitor, to provide expert commentary about the dangers of centralised technology. 
As always, the Positive team has its finger on the pulse of the current news agenda and were quick to spot the outage via tweet activity, before testing our own accounts. The news was true, the outage, spotted in its first hour, was real. 
Positive crafted comment on the news for Element, which was quickly approved. As is standard practice at Positive, we had already discussed outages with Element’s co-founders. This meant once the green light was given to react to the news, the founders were able to quickly update prepared comments for the relevant journalists covering the story. 
Fast and early
Given the news broke at the end of the UK working day, the Positive team shared the comment overnight and the team secured an interview with CNBC. And not just any interview, a live broadcast interview for CNBC’s ‘Street Signs' broadcast news bulletin. 
The catch? The interview was for 09:45, with less than an hour to prepare for the client’s live broadcast. Speed was of the essence now.
While one half of the team prepped the CEO for his live TV grilling, advising on lighting and where to place laptops for the best ‘talking head’ shot and likely questions, the other half continued to pitch the story far and wide in the morning. Facebook patched its servers, but the media was still curious as to how such a massive SNAFU had occurred.
[klutch-slideshow]
But as Element’s co-founder explained in his live broadcast TV interview, the issue is Facebook, Google and others have to centralise their applications in order to make money from their advertising businesses. Prioritising advertising is a practice that is resulting in heavy fines from the EU and elsewhere. But the media also wanted to advise, not just chastise, the big players. So we needed to offer a solution.
A decentralised future
This outage is just one example of how the world is now waking up to the benefits of decentralisation. With no single point of failure, decentralised apps can withstand significant disruption, and keep people and businesses communicating. That’s why the French military, the German equivalent of the NHS and the United Nations all run Matrix today.
It was a breakthrough moment for Element in sharing the message its leadership team has been championing since inception. Off the back of the quick reaction and CNBC interview alone, the Positive team secured 10 pieces of prime editorial coverage, including major news outlets like The Daily Mail and Reuters. 
Key to the success of this trendjack for Element was Positive’s quick reaction and preparation well in advance. From flagging the story, to approved client comment, Positive clocked an impressive turnaround time of 40 minutes, thanks to rapid client engagement. It really is a testament to Element living up to its name, keeping it simple and, of course, Positive.
 

### PR Budgets Bandits - when and what to cut
It is an inevitable part of business. “We need to make some changes.”
In fact, changing up a B2B tech marketing strategy is not just inevitable - in today’s fast-changing world of lockdowns, returns, social selling and metaverses - it is highly desirable.
If you aren’t experimenting, you risk falling behind. In marketing and sales, experimenting is THE winning strategy, whereas doing the same things as other more-established or better-funded rivals can be terminal. This applies most of all in B2B tech, where early adoption is all, whereas sameness is a fast track to commoditization and irrelevance.
For total disclosure, Positive has seen its fair share of both account changes and fee ‘haircuts’ in its decade and a quarter in business. Some we disagreed with and petitioned to change, some successfully. Others we ‘took on the chin’, accepted, and thereafter learnt to provide our clients with value in other ways, either immediately or in the future.
The result of our pragmatism has been clear. No client losses in two years, something we never, ever take for granted, an ever-widening portfolio of skills and perhaps most importantly, high senior staff retention. We like change and we think we have learnt a lot from it. Here are our guiding principles on when and what to cut, if it is time to change things up.
1. CUT - Weekly Cross-team Meetings
Stop for a minute and consider the sheer amount of human PR resources every week on inter-disciplinary or multiple geo calls. Too often these calls are productivity black holes where one person reads out a history lesson of their previous five or fewer working days and everyone else does email. Start saving today. Swap for bi-weekly and ad hoc Slack/Teams/Matrix messages. But be clear to move the now freed-up time to driving results.
2. CUT - Online Project Tools
There is a place for platforms like Asana, Gathercontent and Monday.com. But keeping multiple platforms which take hours to learn, weeks to embed into process, and then take so long to update means actual PR execution suffers. We recommend finding a platform and sticking with it, allocating one expert per team to monitor and quality check the content. It is a truly awful look and bad for morale to micro-manage with Gannt charts.
3. CUT - Product Announcements
Face facts, unless you are Apple, or a games developer, nobody is waiting for you to update your products. Products are updated continuously up to several times a day at Google and Amazon. So why dare to dream your new version 1.13 is of any interest to the media. Instead talk about your category and how your update progresses that. [WARNING, this may hurt the feelings of the engineering or product teams, but they will get over it, when they see all their coverage].
4. CUT Exec Visits
No we don’t mean top brass visiting the region is a bad thing. Too often though, the PR team is told that ‘slots have opened up’ for the media with a day or two to get into busy journalistic calendars. This sort of last-minute offer is only made by sales teams after a prospect or customer has backed out from a CEO meeting. Also known as a ‘hospital pass’, the poor PRs can only look bad, when they, too, cannot fill the slot. It is plain arrogant of sales to do this. So, if exec slots are not booked 30 days in advance, the PR should make it clear there are no guarantees, and that this could be a lot of work for no reward.
5. CUT Analyst Briefings
B2B tech is still overly obsessed with industry analysts. Once, the high priests consulted before every potentially risky tech purchase, now their value is more in question. Analysts are still important for larger enterprise deals, ironically often as a scapegoat should implementations go wrong. They are also a significant time and budget suck for marketing teams. We counsel reviewing potential written output ahead of all analyst engagements, declining some and investing budget and time where results are clear, which may mean the Tier 2 or Tier 3 players, who are better value and far easier to engage with successfully.
6. CUT - Brand Reviews
Perhaps the least measurable and most time-consuming work in all of marketing. We are not saying a stand-out brand is a bad thing, just that in B2B tech, it is actually the tech and what it does which matters, not the colour of the logo (see this hilarious take by Lochhead and crew - https://lochhead.com/the-big-brand-lie/). Too many times navel-gazing branding exercises are just what the competition wants, so they can accelerate past ‘brandstruck’, dawdling marketing teams. It is also just embarrassing to confuse a PR story with a brand refresh.
7. CUT Virtual Events
Let’s be honest, virtual events, of which there have been too many in lockdown, are just not going to be the subject of rapt attention. Most likely, the ‘attendees’ are multi-tasking or, worse, paying no attention to the content. The longer the event, the more likely this is to be the case. While it may make sense to dip into a CEO speech or an eloquent panel, watching a dull PowerPoint-like presentation in the comfort of your own home, is most likely sleep-inducing.               
8. [BONUS] DON’T CUT Cross Pollination
Of course, integrated marketing dictates a more rounded skill set. And we want to be clear, silos are not cool. Some argue that’s why the hulking ‘marketing communications’ fiefdoms of tech dinosaurs got it so wrong. Instead, we are all for the sort of cross-functional inputs which see PR’s clear messaging expertise reused as inputs to short sharp branding exercises. We also like carving out allocated and budgeted time for B2B PR brainstorms. But meetings with wallflowers pollinate nothing, so if you are mixing it up, be prepared and speak up!
We reckon carving out these time bandits can cut the time taken, and so the fees needed, for a solid press office function, so it can deliver the results it needs to. It is just unfair to expect significant and yearly increasing media coverage, when PR teams are being asked to add advice and partake in, essentially unbudgeted, additional roles.
But if lockdown has taught us one thing, it is that time together is precious for cross pollination, but that spreading precious resources too thin, can be equally catastrophic. So cut, wisely, often and measure, but avoid the knee jerk reactions of those who think marketing, especially in disciplines like B2B PR, where results take time to nurture, can be switched on and off as successfully as Google ads.

### Getting back to In Real Life (IRL)
The news agenda has finally moved on from the ‘return to normality’ which office landlords, whose profits prop up our pension funds, are hoping for. 
Whether cities ever return to their full bustle, or evolve into a less busy, if still pricey alternative to working from home, is irrelevant. The real debate is not where people work but how to work productively.
Our experience has been that face-to-face in-office interaction, which admittedly comes at the now increased cost of commuting, provides a much richer working environment. Our account teams value the transfer of implicit knowledge from more experienced leaders to fast-learning team members, that much is obvious.
What is less obvious, until you see it first-hand, is why that is so effective.
Humans, as we all discovered during lockdown, are extremely sociable creatures. And there is a lot of water cooler gossip, light-hearted banter and plain office fun to be had in-between call downs, campaign updates and pitch-writing here at Positive. The real magic is face-to-face coaching.
Enthusiasm for a great new idea which is grasped immediately by a team is far more impactful in a real huddle than on a sleepy Zoom call. In contrast, it is not easy to discern on an email if guidance is a minor correction, or a real cause for concern. There is no such confusion face-to-face. Equally gentle reminders are more effective if repeated live, as opposed to the next time a manager moves from Slack to Zoom and returns to their email for a few minutes.
Likewise, exasperation with a doomed strategy is best communicated from junior to senior team members in an honest, physical sit down, often after witnessing the herculean efforts made to try to make it work. It is perhaps even better as a conduit of learning the other way around, when the senior leaders finally understand why they need to change strategy and the junior sees their feedback valued by decisive management.
But of course, in the world of PR, office-life is only one part of the job. There are client meetings, press meetings and even cross-discipline brainstorming sessions, which are all better run in person.
IRL Client meetings
Who would not say the level of preparation, in-meeting attention levels and follow-up are not up-levelled by meeting clients face-to-face? Yet post-lockdown these seem to be harder to schedule than ever. 
IRL Press meetings
Many media commentators are, of course, freelance and work from home. With fewer reasons to be ‘in town’, prising them onto trains for face-to-face meetings is understandably harder. Even for the larger outlets, insisting on a return to the office, the appeal of an after-work or lunchtime meeting has waned it seems. However, given the value of ‘getting to know’ the media and the way in which future opportunities to comment inevitably emerge from such encounters, we are doubling down on this.
IRL Cross-discipline brainstorms
Some of the most productive meetings in the world of integrated B2B tech marketing have to be campaign, or Strike, planning. Especially sessions Involving experts in various disciplines. 
 	SEO can teach PR how to make Google’s spider rate its media coverage.
 	Field marketing team can help analyst relations teams understand what works for real-life leads, so they can pass it on.
 	The Branding team is perfectly placed to inspire their marketing peers on what different really looks like.
Overall, we know returning to a five day week may be a pipedream. As is the fact office rents will not drop to reflect reduced occupancy. However, we have copious examples of the benefits of IR. We like to think the smart usage of IRL and WFH will result in the best of all options; a happy, productive, constantly-learning and client-adored team.
 

### Making magic happen: how to build client-agency chemistry in PR
To some, chemistry is a form of magic. From the oldest to the youngest, we all marvel at chemical phenomena happening every day all around us, like rust, combustion or baking. 
There’s a lot to learn. Who knew the reaction causing the crust to brown is known as the Maillard reaction? Chemical reactions are, of course, natural, but still seem like magic to the uninitiated.
Chemistry between a PR agency and its clients can look just as magical and intangible as the Pharaoh’s Serpent. Unlike natural phenomena, however, this particular kind of magic looks effortless, but it is not.
Crucially, a PR professional needs to understand their clients’ job: what makes them tick, which results make a difference to their business and how to make them look good in the eyes of their customers and prospects. There is little sense in burning hours to create results that fall flat - a common mistake in the PR world. This ‘busy work’ frustrates and alienates clients, who can then in turn deflate the PR team’s morale. 
It starts with hard listening
The first skill of a great PR is listening hard when talking to clients. Listening in this profession is more than taking nice notes and parroting them back to the client. It’s about processing the information, adding in the context of industry knowledge and media expertise, then reverting to the client with added value. Clients then feel supported by the agency, and this fosters great relations and the confidence they can rely on us to take their ideas out into the real world.
Then there is empathy. Professionals in all sectors make the mistake of thinking their point of view is the correct one and allowing no room for feedback. Corporate in-house teams operate in structures the PR agency does not share. It’s crucial to keep in sync with the client’s business, to deliver the results that make a difference. Equally, it’s crucial for clients to listen to hard-earned PR expert counsel. A little empathy goes a long way to both sides winning.
Spontaneous chemistry
In the luckiest of cases, chemistry seems to just appear ‘on its own’. We often see truly symbiotic relationships where both client and PR agent are in tune with each other from the start, and quickly work together to get great results. 
However, In some unfortunate cases, a lack of personal chemistry stands in the way of delivering the best work. That is when it’s time to find a different approach, which will work instead. Most of the time however you may find yourself somewhere in the middle. Curiosity which builds understanding, hard listening and informed empathy are the greatest allies in learning how to work together. 
The best agency/client chemistry is the result of learning from experimentation over time. This is why we believe PR is one of the most rounded careers there is, whether your first degree is science or arts. We may not be magicians, but PR management skills developed over time are the magic ingredient to delivering results both client and agency can be proud of. 

### How to get the best out of your research data
Research findings are a staple in British media, ranging from the Office for National Statistics labour market overview report, to what biscuit UK consumers love most -  surely a chocolate digestive? 
Research provides a powerful anchor for company messaging, including validating a Point of View, clarifying market positioning and spreading the awareness of important business topics.
Surveys don’t have to be one-trick ponies either. If done correctly, they offer the potential to be seeded throughout the year with various tactics. They can also provide a strong foundation to complete the same research year after year. Indexing like this generates not only current data, but strong trends or points for long-lasting comparison. 
However, fail to give the research campaign the attention it deserves and you’ll have findings which flop, only seeing the light of day in self-serving company blog posts. So here’s Positive’s step-by-step guide to ensure you hit your stride with planned research, and create successful campaigns across PR, marketing and sales. 
Number 1:  Clearly mark your parameters
It’s an obvious point, though obvious means it can often be overlooked. Write down your objective and goal for the survey at the start. Define these in detail, particularly your audience for the findings. Defining your audience sets the tone for your survey and objectives. Crucially it enables you to reflect on your ideal respondents. 
If you’re targeting C-level respondents, consider if you want to capture findings from business leaders and share their thinking. Or do you want to capture their employees in a specific department to shed light on detailed issues their teams are grappling with? Both have the potential to engage the target audience and the media. But they are extremely different paths to take. 
Other considerations are which industries you want to survey, the locations of respondents and the weighting of each. You might want equal weighting across sectors, but you may want more answers from senior developers than entry-level grads. This helps when, during the analysis stage,  you want to take certain cuts of data and show comparisons between respondents, for instance, those based in France versus those in the UK. 
All of this boils down to the direction and objectives of the survey, which of course needs to be clear from the get-go. 
Number 2: Sweat your survey instrument, then sweat it some more 
There’s no such thing as refining your survey too much - the only limitation is time. Set aside ample time to define the survey and build your questions with extreme care, or external advice. Double-check your research idea is unique and differentiated. Otherwise it is likely to fall flat. This rings especially true for saturated research markets like cybersecurity, where every vendor can give you a number on the rise of ransomware. 
Getting it right and making the research authentic requires time. You’ll certainly go through more survey instrument revisions than you had hoped or perhaps planned for. This though saves time in the long term. Remember this is an investment, these questions and their answer sets are vital for generating the final dataset which may power a year’s worth of activity if planned well. 
[klutch-slideshow]
Remember to think long term. Form a question and answer set and consider what headline it’s going to generate. This will help stop any dud questions creeping into the survey. If it’s a bad headline, cut the question. The best way to define this is to search for the ‘why?’.  Ask yourself “Why does this finding matter to my target audience or the media?”. 
Look to insert human emotion as much as possible which will capture engagement from your target audience. Not many will be interested or surprised by the software used in finance, but many will be interested to know popular software’s impact. Are we all using a platform that is popular but extremely unhelpful in our day-to-day life? 
Avoid simple ‘Yes’ or ‘No’ questions. These black and white answers lack the granular data you’ll need to share real insights, plus you’ll get more for your buck. Aim for at least four answers per question as a rule of thumb. 
Also avoid ‘don’t know’ as an answer. Often this is a cop-out choice from respondents and will leave you data-poor. If you need a ‘don’t know’ answer, make it more specific, for example, “I don’t know what security measures my company has in place”. This will be more fruitful (and eventful if a popular answer!) 
Finally, sneak one or two pure marketing questions. They won’t help you in PR results, but could be useful for creating content across sales and marketing, or even just internal use.
Number 3: Dissect your data 
Your survey is in-field, now what? This isn’t a break period, this is your prepping period to make sure you’re ready for it’s arrival. Ensure any images needed are taken, or at least planned, schedule your meetings for data and share clear plans and timelines which you can stick to. 
Crucially check how your data is polling - you want to make sure you're capturing the right audience but also get an idea of what answers are most likely to form, and readjust messaging headlines accordingly. 
When the data arrives, it’s time to dissect and dissect again. This will absorb your time, but it’s worth investing to really get the data story right and form the strongest possible story. You may have to discard some questions and answers which don’t share any real findings.  Though you will also have some unexpected gems. Sift for these vigorously and cut them in several ways to strengthen your story. 
Findings found, it’s time to build your narrative arc. Don’t present your findings from questions 1 to 10, present them in the story you want to tell and group data by key themes which unite them. This will help strengthen your understanding of the data and how you’ll use it. Key findings and narrative agreed, you’re now ready to create content! From press releases to infographics and ebooks! 
Number 4: Reap and sow your data rewards
If done right, these findings could last you a year or more. You could share the main takeaways from your research with the media and then seed findings from different verticals for instance across the year. An extremely successful tactic. Plus, depending on success, you can re-run the survey, keeping some questions the same while introducing new ones to capture the current moment. 
Your strong narrative arc could be the backbone of your marketing and sales outreach - used to generate MQLs in lead generation campaigns. Infographics provide a visual way of telling your story, which can connect with hard to reach audiences to visualise a problem or issue they didn’t know existed. 
The potential of your research is only limited by your own outlook - go forth and research far and wide! You don’t ask, you don’t get.

### Scale-up advice
Sometimes building a business just takes time
Just as Positive completed its first decade in business, something odd happened. Our sales pipeline went ballistic. We didn’t predict it. With a pandemic raging, we did not prepare for such good news. After all,  several larger agencies reported negative growth. Many would have argued that we would do the same.
Over the last three months a succession of the highest calibre prospective clients this business has ever seen lined up to ask for help. These include a $multi-billion identity tech firm, a pre-IPO hotshot out of Seattle, a future British tech unicorn and one of the world’s largest sustainable high-tech manufacturers. What’s more, we closed every single one of these prospects. 
What is going so right?
So, like any extremely grateful management team, especially in an era where digital tools allow so much measurement, we asked ourselves: ‘What are we doing so right?”. The answer was not what we expected.
The signals were going in the right direction. We knew our blogs are well read and we often received compliments on our writing style. We were also seeing a lot of movement in the tech industry, which tends to see job changes more often than most. But these were not particularly unusual trends.
After a lot of soul-searching, we came to the conclusion that just being around and being recognised, more and more as an award-winning team with fresh ideas, wins out in the end. It seems like the organic route of winning pitches, one-by-one - more recently from the largest independent agency in Europe and several of the runners up - all adds up. Word gets around and that gets us on the shortlist. But that is never enough. It can explain the interest, but not the wins.
[klutch-slideshow]
Is scrappy over for us?
We do not want to sound immodest. We know the team here fights every day for our clients in the frontline of PR, for coverage, on the websites, and in the campaigns of clients for awareness and interest in the hearts and minds of prospects. So first among the values in our V2MOM statement are: ‘audacious, tenacious, curious and creative’. Our US clients call this ‘scrappy’.
We were very concerned that in growing the business, making the half dozen hires we have made in the last six months, planning for more, and expanding to larger clients, would make us lose our scrappy. Thankfully it has not, yet. And it is this retention of core values which makes us more grateful than ever for Mr Benioff sharing the V2MOM methodology. 
We have deployed this methodology for the last seven years we have been in business and it has never had greater value. It seems that, thanks to the foundations we laid half a decade ago, our time is now, and the lesson for us is that consistent work over time breeds success; despite the ‘get rich quick’ view many have of tech, thanks to the massively-priced IPO follies of today. 
When it comes to world-class content and awareness generation, it helps to have a few ‘miles on the clock’. But to be clear, our scrappy attitude is going nowhere. A brand-new US client sent a weekend note this month 
“I really appreciate the ideation you're bringing to the table on this. You're pushing us, and you should.”
Sometimes slow and steady, even in tech, wins the race.

### What Big Tech should learn from Big Tobacco 
It takes more than a good product to win over a market
Tobacco companies discovered one thing which served them very well for many years: Winning hearts is winning wallets. Big tobacco originally marketed itself as medicinal, at the time when there were no limits to what one could claim in order to sell a product. This was the era when “snake oil”, an actual potion, made from boiled rattlesnakes, marketed as the cure of all “evils, infirmities and lameness”. 
Of course, snake oil was useless. It did absolutely nothing, never mind cure any evils, but it took some time to confirm this. Tobacco manufacturers had an even tougher challenge. For decades, smoking was well-known to be one of the worst things you can do to yourself. So how did those who profited most from it encourage people to keep on smelling bad and looking cool?
Big Tobacco was one of the world’s largest industries of the 20th century and to this day earns billions of dollars. On the way to creating, dominating and maintaining their market, tobacco companies learnt lessons Big Tech companies are benefitting from as they to reach what many believe will be their own zenith in the next few years. 
Character trumps product
No matter what the merits and benefits of a lifestyle, or even an app, if it’s not tied to a perception which appeals to its users and keeps them loyal, it will remain unused. To borrow a metaphor from tech marketing guru, Geoffrey Moore, it will never cross the chasm. 
Big Tobacco discovered early on that crossing the chasm from “some, mostly male, users” to “practically everyone” meant riding the wave of changing societal attitudes. An infamous example is that of Lucky Strike, whose publicity strategy capitalised on the mid-century women’s emancipation movement. 
At the time, Equal Rights activists were focused on obtaining the vote, female financial independence, access to education and professional careers. Lucky Strike’s “ad men” trained their sights on another oppression in the list of women’s “Don’ts”, because smoking in public was frowned upon for “a lady”. 
Lucky Strike’s “torch of freedom” campaign called for women to “light one” and empower themselves. This wave of advertising genius doubled the tobacco market and gained Lucky a loyal following. The president of American Tobacco called it “like opening a gold mine right in our front yard”. 
Similarly, Marlboro Man and his far-away stare inspired a generation of men with his lonely promenades in desert landscapes, helping some of its (then) mostly male market tap into a perception of manliness. These rare male qualities, the thoughtful solitude, and the air of effortless glamour could be yours for the price of a packet of Marlboros (around 25 cents at the time of the first ad, in 1954). Not quite the same as free social networking, but what a bargain.
So how have Big Tech companies opened a new gold mine in their front yards, or rather a smartphone very near you?
History shows tech is following Big Tobacco’s footsteps. You can see the claimed cures. Salesforce proclaimed the end of software, a genius move which made it synonymous with a future-forward, visionary user, a buyer who leads rather than follows, and a certain kind of anti-establishment type of attitude to business. 
Of course, this was not a trick - Salesforce did in fact usher in the era of the Cloud. But while SFDC’s very clever technical people worked hard, so did the PR machine: Salesforce reached a point where it spokes to business leaders’ very identity. Its Dreamforce events attacted rock stars, first ladies and even astronauts. These influencers said a little more than Malboro Man, but they worked just the same as brand builders.
Apple too, likes to sell a persona to its buyers, or tellingly users, who are often these days also teasingly called Apple Fanbois. The Apple user understands herself and is understood by others, to be discerning, with an eye for sleek design and a taste for top-shelf products. 
You don’t just own an Apple product: you are an Apple user. Identity as purchasing power. Note the degree of emotional attachment to the product. 
The growing Apple services business is designed to have the stickiness of an additive product. In this light, its recent crusade for ‘data privacy’ is a breakaway move designed to appeal to the intellect as well as emotions. This claim of an exclusive user benefit is as if Marlboro users achieved a benefit from switching from Lucky Strike. Once again Big Tobacco has been there and done this. Consider the Marlboro Lite, the world’s best-selling premium ‘low tar’ cigarette.
Being the “best” of the “very good” sucks
It doesn’t matter if your product is technically better. It won’t matter, ultimately, whether your users have a marginally smoother or faster experience, a bit of a security boost, or a relatively easier implementation time. When you rely only on technical advantages, your business is condemned to jostle with other, just-as-good businesses, and their marketers, and their loyal customers. 
Big Tobacco quickly learned it made no difference to extoll the virtues of each one’s particular tobacco plant. Rather, it separated itself from the flock by asserting it was not just better, but different. With the slogan “it’s toasted” it put itself forward as the most wholesome of smoking options. It spoke to the refined taste of its users and their search for a superior product to consume. 
In the tech world, companies who dominate do so by setting themselves apart and making themselves different. They create a category, and then reign over it, undisturbed by ankle-biting, “just as good” competitors. Just as with Big Tech, this is a process which can take some time.
Consider Facebook, which pushed aside the more tentative social networks like Myspace and Friendster, to become the uncontested medium for keeping up with old friends, connecting with new friends, organising and attending events, subscribing to news, and remembering birthdays. Innovations like the Facebook Like button and its newsfeed as well as strategic acquisitions of Instagram and WhatsApp, continues this trajectory. But the genius of Facebook was to literally have many gullible users upload their personas, in the shape of photos and personal data to its services.
The Facebook empire remains the dominant social media hub of the Western World and only now, almost unnoticed, is the world-beating advertising industry it created becoming recognised for the benefits and drawbacks it offers. This time the damage is not to the lungs, but perhaps to the mental wellbeing and information privacy of its users.
You cannot depend on advertising
The ‘70s and ‘80st can reasonably be described as an apocalypse for the traditional advertising industry’s relationship with Big Tobacoo. Public health regulations prohibited advertising tobacco products. Gone were the lonesome cowboys and the stylish women and the happy couples and the friends sharing a cigarette. Gone were the search for loopholes in the health debate and the branding that equated cigarettes to a certain lifestyle its users wanted. 
Yet tobacco kept selling. In fairness, smokers do tend to remain loyal, as it’s a very hard habit to kick - but how did Big Tobacco keep recruiting new customers? Because it has established itself as more than a treat or a luxury good, or even a household staple: it’s about how people see and understand themselves, it’s interwoven in the fabric of society. 
These days, Big Tobacco is not trying to get you to smoke Lucky Strike for your social rights or Virginia to stay slim. Rather, it’s trying to keep you smoking, whatever the brand, and for that deploys a machinery which goes far beyond the Marlboro Man. In a world where elections have been interfered with and suicides ascribed to a ‘fun’ medium, the amount of political lobbying for social media is telling.
There is no better comparison in the tech space than Google. Google has made itself not-optional, indispensable, so much so that other browser options are seen as much inferior (even if they provide the same service, and occasionally with privacy perks, like DuckDuckGo). 
Google has now become a verb. Publicity alone cannot bring tech companies thought leadership. Google and other trailblazers like Microsoft, Oracle or SAP enjoy understand thought leadership must come first. This requires strategy not just execution, Without this hit-and-miss advertising, even on today’s sophisticated social media becomes unnecessary. 
Tech leaders, and the PR and Marketing agencies who advise them, should keep a close eye on the history and present of Big Tobacco marketing. It’s a lesson in selling and thriving against headwinds, occasionally against common sense. While tech is made to improve, not to destroy, the hard-learned lessons of Big Tobacco can help marketers today, as they try to make space in a crowded and demanding market.

### So, you're repitching your PR. What next?
Nothing changes by staying the same. This is particularly true in B2B tech agencies where, if an account team cannot deliver the goods, a change will inevitably be made. 
Across my career, I have seen numerous ‘changings of the guard’ at client companies – as old agencies are moved out and new teams brought on board. 
Sometimes this works really well because a fresh perspective and bright new team are needed to get the job done. Other times, the change is a result of frustration on both sides which leads to an ultimate inability to gain results. A harsh but frequent reality. 
Don’t change for change’s sake
Needless to say, we’ve all experienced being approached by prospects who need to make that change for the wrong reasons. Too many have some negatives to say about the incumbent agency, which let’s face it worked at some point. So, you need to be really sure about making that change.
For those pitching, it’s an exciting but also nerve wracking time. The ‘pitch’ or ‘new business’ process for an agency is incredibly time-consuming. Not only does an agency have to put its best foot forward in terms of its team and dynamic, but also have killer ideas and an almost expert-level understanding of the prospect’s business and technology offering. 
Pitching to win, as opposed to ‘making up the numbers’ in the much-derided and frankly wasteful, ‘beauty parade’ requires hundreds of hours of research, ideation, rehearsal and ultimately, pitch meetings. The opportunity costs for the client are large. For ambitious agencies they are huge. Who is doing the day job for many existing clients?  Oh, and will they recoup the lost fees for all of this ‘free’ work  on the pitch?
No guarantees. That’s the gamble
So, with all of this free investment from the agency-side, it’s important for in-house marketing and comms leaders to treat agencies with a certain level of respect. After all, the way you treat unsuccessful agencies is also a good guide as to how you will treat the winning one.
Agencies are teams of people who, for the most part, really care about impressing and getting the chance to work with innovative tech companies. 
The way brands treat suppliers, especially those which have the power to boost a brand’s profile matters a lot. With this in mind, here are some Do’s and Don’ts, to get the best out of a prospective set of agencies during the pitch process.
DO...
Be honest about who is in the ‘beauty parade’- for many agencies the pitch process is made much harder by not knowing what the competition looks like. This makes it harder for an agency to differentiate itself. So sharing this information delivers better pitches. If it feels impossible to divulge names of perspective agencies, at least provide a flavour.
Give real-time pointers to pitch teams as you learn from the process - you want the best pitch possible, right? Then brief thoroughly. OK it takes time, but it’s up to internal teams to brief the agencies correctly as to the expectations for the pitch. Skimp on this and neither side gets the desired output.
Find out the percentage of the team’s time and agency’s budget your business represents - A less obvious but important one. As a marketer, you want your business to matter to the agency. Huge agencies work best with large bureaucracies. Commanding a large proportion of fees, you stand to get a better quality of team and overall service. The inverse is also true. 
Understand how fees work - Be clear about which level of fees the agency will retain and which will go to third parties. So if you are asking for a research project remember the vast majority of the fees are not the agency’s. By all means hold back some budget for projects, but don’t expect the agency to deliver large projects at cost at no margin. This is business.
DON’T...
Focus solely on the team - This may sound counterintuitive as so many clients have been burnt with senior-only pitch teams. You need to trust your agency leaders to resource the team effectively. This means, some people in the pitch may not work day-to-day on the account. Do not overly worry about ‘Bait and switch’ pitch team members. You actually WANT young enthusiasts in your team, as well as the ‘grey hairs’. In fact over time, a little churn keeps the approach fresh.
Ask your incumbent to repitch - Don’t ask the incumbent agency to re-pitch if you’re looking for change. It’s a disrespectful waste of their time. It it’s time to move on, best to do just that.
Count pennies and miss pounds - Fees at most agencies are built on well-proven costing models. These may involve some upfront investment by the agency, which is amortized in fees over the months. So don’t announce a 50% budget drop and expect exactly the same results as first agreed. For sure, in a dynamic market ‘haircuts’ can happen, but expecting a new agency to deliver the same results for half the fees of an uncumber is both insulting and very demotivating.
Expect perfection - Not immediately anyway. Remember, agencies often have to split their brains several different ways for different clients. Nobody will ‘get it’ straight away and approaches may need to be ideated. Allow the agency to manage your expectations and give them a chance to ramp-up. 
Keep decisions hanging - If the agency hasn’t made the cut, just let them know fast. This is an endemic problem with in-house teams that see hard-working agencies as point solutions which simply execute tactics. Each agency has invested significant time in pitching to you and will have hiring plans based on winning your business, you owe them a swift response.  
Refuse feedback - If an agency doesn’t make the cut, it’s very helpful to say why. This feedback is vital for them to improve their new business process. Rather than leave them guessing, like in the above point, let them know what let them down. Like many mistakes, we only have to learn once.

### Positive is recruiting: are you ready for Leadership? Want to take control of your career?
Positive is in a very good place. We have had ten years of solid trading as an independent tech PR and content consultancy, a diverse team of young, motivated and ambitious professionals. We have built a range of services clients love, but very few agencies could come up with, let alone match. 
Already, we hit the Top 20 in B2B Tech and our first quarter of 2021 saw growth YoY at 150%. Impressive at a time when the average competitors in our space declined 8%, according to PR Week. Oh, and we were shortlisted last month for three PR awards. We are anticipating a very good year.
A client recently described Positive as “The best of the best”. But we didn’t get where we are now by lacking ambition or resting on past glories. We are hungry for more. 
That may be where you come in. We are looking for new senior and aspiring-to-be-senior talent to join our team. Solid contributors who know enough tech PR to be dangerous, yet crave the support of a switched-on leadership team who can take their proven skills to the next level. 
So, even if you have yet to reach your full potential, if the description below sounds like you, we are all ears. After all, what’s to lose from an informal conversation?
ACCOUNT DIRECTOR
If you have proven your tech PR prowess and you can point to success as part of a team driving results and making clients happy, we are for you. Positive offers a chance to develop your leadership skills faster than anywhere else. With our diverse range of international clients, our talented junior executives need your experience and guidance to continue our excellent client service reputation. 
We would like to see evidence of team programmes you have run, or been responsible for plus a passion for delivery with attention to detail.  
We can offer you the chance to build a team in your mould and contribute to our winning culture via progression to the leadership team. Send your CV to radcliffe@positivemarketing.com without delay and let’s accelerate your career.
SENIOR ACCOUNT DIRECTOR TO ASSOCIATE DIRECTOR
Do you see yourself running an entire agency in the near future? Do you have what it takes to assume full P&L responsibility, to lead teams into New Business forays, to drive agency strategy on an international level? 
If this sounds like where you want to get to and cannot at your current agency environment, we have to speak. Few consultancies have experienced our level of growth and it feels like the time is right to take Positive to its rightful leadership position. 
We can offer you intensive coaching from a senior leadership team on everything from selling to team development, service innovation to how this disruptive industry runs at the highest levels. We also like fun, so we don’t hire ‘stuffed suits’.
If you think this could be a good fit for your future growth. Let’s discuss. Drop a line to rradcliffe@positivemarketing.com without delay and let’s put you at the helm of our fast-growing success story.

### A ‘Positive’ start in B2B tech PR
Part 2: From a candidate’s perspective 
I had been searching for a role since the beginning of the first lockdown in March 2020. The job market was extremely competitive and it was rare I heard back from my applications. However, when a recruiter got in touch with me about a ‘Junior Account Executive’ role at Positive, my luck changed. 
A robust recruitment process
The recruitment process for my role at Positive gave me a valuable insight into the company and the work I would eventually be doing. The initial video interview was unfamiliar to me (it was my first) and internet connection, background noise and setting were elements of an interview I hadn’t had to worry about before. 
That aside, the Positive team were easy to talk to and the experience was seamless. Therefore, I was ecstatic when the recruiter told me Positive wanted me to complete a writing test as the next stage of the recruitment process. 
The writing test was challenging, as it’s supposed to be, but only made me want the job more as the tasks gave me a sneak peek into the daily tasks of a PR executive. I was told shortly after sending my test that I had progressed to the next and final stage. 
During the final stage of the process, I was able to meet other members of the team and had the opportunity to ask questions to find out what it was like working at Positive. The chemistry chats helped me understand the role better and gave me an insight into what it would be like to work with the team. I think this exercise is valuable and is something all companies should do as part of their recruitment process, especially while we are working virtually. 
Welcomed into the Positive team
I was really looking forward to joining Positive. But, I had some worries about starting a new role while working remotely. How would I fit into my team? How would I ask questions? Would I know what I was doing while working at home? I’m sure these are questions that many new starters have asked themselves throughout the lockdown. 
Fortunately for me, Positive had ensured that I wouldn’t have to worry about any of this. Daily morning meetings meant that I had a clear view on what I had to do for the day and gave me a chance to ask any initial questions about tasks. It also meant that I could chat with my team outside of client calls. I was also lucky enough to go in the office twice a week for a short period  - this allowed me to get to know my team well, and have a sneak peak into what the office dynamic was like. 
Both PR and B2B tech were new to me so my team made sure they started with the basics. Deep dives into our client’s technology, the wider market and background into networking, the cloud, and more, meant that I built up a good knowledge base quickly. Even now, after six months of working at Positive, we regularly schedule client revision sessions to ensure we all understand any new pitching angles, products or article topics. 
My team coached me over Zoom to build my confidence with pitching and writing for our clients. Knowing that they were available over Slack at any time meant that I could fire over any questions or concerns I had so I didn’t have to suffer in silence. Collaboration tools and video conferencing are life savers for remote working. 
From virtual team games night to our weekly Zoom drinks, Positive made sure that lockdown didn’t get in the way of the team socialising and switching off from work, which is so important when your office and living space are merged as one. 
Prospects for progression
For me, an extremely important aspect of a new job and company was the opportunity for progression. Many job adverts post “opportunities for progression” but I think all job hunters know this has to be taken with a pinch of salt. 
On my first call with the management team at Positive, they didn’t just tell me that I could progress, but detailed their normal progression plan, with realistic timescales. In my first few weeks, they helped me set objectives in order to pass my probationary period and progress within my role. This is something that I hadn’t experienced before and it was exciting to see how Positive really believes in the candidates they hire. 
As I write this six months into my Positive journey, I have reached my first milestone of dropping the ‘Junior’ from my Account Executive title. Positive has not only exceeded my expectations for onboarding new hires during the lockdown and make me feel proud to work for a company who believes in progressing all of us. On to ‘Senior Account Executive’...

### Strange times - how recruiting in lockdown has changed
Part I: From the recruiter's perspective
In all three lockdowns, Positive has found itself in the fortunate position of needing to continue building our team. The success of B2B technology as a sector brought Positive increasing opportunities to build its content, influence and PR business. To do so, we needed to make sure our teams were resourced to deliver.
The ‘perfect’ pre-lockdown process
 
In ‘traditional’ times, our process was straightforward. A combination of professional networking, previous client referrals, inbound website queries, recruitment agents and social media outreach ensured we have had brilliant people joining the business after a lengthy, in-depth recruitment process. 
Our selection process is rigorous and straightforward. An initial chemistry meeting with me, the Head of Operations, where I was able to deduce whether the candidate would be the right fit in terms of character, capabilities and  charisma, followed by a time-tested writing test, taken from home at an agreed time.
With a writing test successfully completed, it’s time to meet the senior management team. This would be an individual session with two senior members of the team, with a third member joining for a further discussion and balance. 
If all goes well, all that remains to test is team chemistry. Candidates meet more junior members of the team to talk about what it’s like to work at Positive, over coffees or cocktails as they prefer. This final element was a key part of our recruitment process; the insight from the junior members as to whether the candidate could work well as part of the team was invaluable. Candidates could and have fallen at this stage.
What did all elements of this process have in common? Every stage was done face to face. Face to face had key inbuilt tests of its own. Could candidates navigate to our office unaided? Did they arrive on time? Had they turned up ‘dressed for success’? Did they take notes, ask intelligent questions or bring relevant examples of their work with them?
The results of this process were that we had built an excellent Positive team with candidates who had been through an in-depth experience which meant that they knew we were right for them and vice versa.
The new reality - virtual recruitment
 
During lockdown how could we maintain this well-honed process? What is the best way to recruit people that you have never met face to face?
Well actually, it has been more straightforward than we thought and resulted in excellent additions to the team, and more we hope to appoint imminently. What is the secret? (apart from a stable internet connection, a quiet room and an over-familiarity with Zoom). 
For us it has been about trying, as much as possible, to replicate our successful process while having to provide an additional reassurance to the candidates that we are ‘for real’, especially for candidates who apply via our website or via social media. 
Being able to meet more and more members of the Positive team as the successful candidates went through the stages, not adapted for online working, helped greatly with that. Conducting some of our executive interviews from the Positive office, with background branding and a more professional working environment, helps candidates  see Positive in a way more aligned with both our growing reputation and candidates’ longer-term career aspirations. 
Adapt and adopt
 
But where were the simple inbuilt tests? Did they turn up to the Zoom on time? Was their mic on? How did they present themselves (top half at least)? Were they undisturbed and focused? Did they take notes and did they have pre-prepared questions? How much research had they done? 
Obviously, key normal indicators such as making eye contact are harder to judge, but it moves down the scale in terms of importance. After all, a lot of the work we are doing now is remote and over Zoom.
So meeting me, the writing test, meeting the senior team, followed by the chemistry meeting for the successful candidates are still fundamental parts of the process. And doing it virtually has actually highlighted other key skills which are important for working in the ‘new normal’. Are they able to contribute effectively to a ‘many people’ Zoom call? How confident are they to speak to strangers? How stable is their internet connection? ;-).
The key thing virtual recruitment enables is flexibility. Avoiding travel time, booking meeting rooms and coordinating diaries means we are able to conduct urgent recruitment processes much more efficiently, without losing rigour. On a basic level, fewer latecomers saves the management team time and missing a call altogether tells its own story....
These days we always seem to be speaking about what life will be like when we go back to ‘normal’, and I still don’t think we know what this looks like. However, I am sure that we will take some of the elements of our ‘lockdown’ recruiting process - virtual introductions, online chemistry - through to In Real Life, once lockdown is over. 
While we now attract, then try to hire and strive to retain the best talent in the business, with the most interesting work in B2B Tech Marketing, we maintain the humility to learn lessons along the way. We have learnt in lockdown to try to  never let the perfect get in the way of the good enough.
Part II; from the candidate's perspective now LIVE

### Is Europe's tech startup scene as good as it seems?
Depending on who you believe, Europe is the best place in the world to start a tech firm or amongst the worst. 
Previously this was only wishful thinking by European bureaucrats, who in the UK embarrassingly came up with Silicon Glen (outside Glasgow), Silicon Roundabout (Hoxton, London) and the quaint sounding Silicon Fen (Cambridge).
Incredibly, many US tech commentators now believe the worst place to scale up engineering teams is the original home of the tech startup, Silicon Valley. This means the hunt is on for the ‘post-California’ region most likely to attract tech entrepreneurs. In an unseemly and perhaps premature rush, centres like Florida, Texas and Colorado are all pushing hard to take the crown. 
So what chance post-Brexit Europe? Let’s weigh up the arguments.
THE DEFENCE CASE (Europe is THE place to startup)
Let’s take the positive side of the argument first. The British Government recently boasted UK tech firms had raised a respectable £15 billion, more than Germany and France combined. Respectable that is, until you realise this equates to annual growth of just 1.3%. Has Europe squandered its chance?
There is the recent renewed bullishness in tech-related IPOs such as the float of Moonpig, the tech-enabled greeting card which the London stock exchange valued at £1.2 billion. Other recent successes include the IPO of The Hut Group, based a world away from London’s roundabouts, in Manchester. 
Both these companies though are tech-enabled services, not the core-tech which can create new Categories, spawn long-lasting high-tech employment and lift entire regions with innovation which can be exported globally. 
It is interesting that while other services like Ocado, widely regarded as, and priced like a core tech firm, is riding high, why low-level tech like Dialog, a little-known, but globally renowned semiconductor firm, was quietly sold to Japanese investors, as was ARM before it.
But, of course, Europe’s tech innovation is not just all about post-Brexit Britain. For full disclosure, Positive has advised the French Government’s overseas business incubator. Those who know the most about the Valley’s primacy in tech, such as former Cisco  CEO Chambers, seem bullish about EMEA and France in particular. 
Chambers is now a ‘Tech Ambassador’ for France, even escorting US tech investors to the Station F incubator in Paris. Oddly though he has not personally invested in any French tech yet. 
Europe is a strong contender for startups, from native entrepreneurs. While it is unusual to see non-native founders prefer Europe over the US and there are examples , the creation of genuine ‘Eurocorns’ is well underway. The list now totals 60 from online events pioneer, Hopin, to games simulation leader, Improbable. Europe is clearly a great nursery for tech talent, continuing to nurture these ‘baby Googles’ through their teenage years is the next challenge.
THE CASE FOR THE PROSECUTION (Europe sucks as a tech cradle)
Some commentators now see doom and gloom as the best of the current crop of Europe’s unicorns, Eurocorns perhaps, are voting with their feet, or rather their share options.
It is certainly disheartening to see the CEO of a major UK-founded unicorn, Blue Prism, state his intention to float in the US, rather than in the country which nurtured his talents and where the company was formed and partially scaled-up. Clearly, this is the worst of all worlds, where value growth is accrued by overseas investors and local talent works for their benefit.
Hoping to avoid more such defections, the UK Government set up the British Patient Capital Bank, which claims 300 high-growth businesses are ‘in its portfolio’. This is the sort of initiative, which we hope gets it right, even if such Government-backed institutions have a checkered history compared to private entrepreneurialism.
Even sectors, where Europe and London in particular are strong, such as banking tech, are troubled. European fintech founders leave storied, if as yet unprofitable, ‘challenger banks’ and their multi-billion valuations are questioned. 
It also looks like the dual ructions of Brexit and COVID had put paid to the expansionist dreams of many Eurotechies. The EU is already playing hardball with British firms, denying access to a fund that guarantees high-risk lending to European firms.
Remember the furore when Web Summit, nurtured in Northern Europe hotspot Dublin, moved to sunny Lisbon, lured by a rumoured $110 million in tax breaks and other incentives. COVID has largely put paid to the promise of thousands of free-spending IT execs roaming the Portuguese capital. Cancelled last year, will it really be back on In Real Life?
When tech business seemingly can and are being set up globally, is Europe such a smart choice now? The irony is while amazing innovators are born and educated in the safe, prosperous and business-friendly environment of Europe, they do not have to employ people, develop Intellectual Property or pay, relatively high, business and income taxes here. It may be that the Valley’s loss is not Europe’s open goal. 
THE VERDICT
The truth, as always with the world of tech, is more nuanced than the yay or naysayer headlines. Europe is a great place to start a tech firm. But maybe not, yet, one to scale one up. 
There are some hidden advantages. To make it as a tech scale-up in continental Europe, our tech startups have to learn valuable lessons about selling to a diverse customer set. After all, cultural differences don’t come much different than spoken languages, or more topically, selling with variable tax tariffs. 
But just because a business model works in a high wage and high tax economy, does not mean it will scale in the larger global markets of the US, Asia or Africa, with more diversity and lower margins. Europe has to learn to play a better global game and nurture true world-beaters.
A famous American of European lineage, Frank Sinatra, once sang. “If you can make it there, you can make it anywhere”. To make it true for European startups, we better figure out a way to make them tuly succeed their own way on the global stage. Otherwise we can give up, comsume the tech others create, as we largely have done for decades. 

### Three ways to quickly turn buyers off your tech
As B2B marketers, we are told the psychologies which drive consumer tech purchasing are markedly different from those which drive B2B technology purchasing. 
However, this is becoming less true as B2B tech marketing learns more from the consumer side. For the consumer, a number of complex psychologies come into place when purchasing a new mobile phone, for example. Choice supportive and groupthink are three bias’ which spring to mind immediately.
 	Choice-supportive bias or ‘post-purchase rationalization’ is the tendency to retroactively ascribe positive attributes to an option one has selected – the opposite to ‘buyer remorse’. So, we feel the need to defend and justify our purchases to others.
 	Groupthink is more nuanced and makes us believe something because other people believe it. We feel simpatico with those who have made the same choices as us, which is why we feel a sense of fandom and belonging when our friends purchase the same iPhone as us, for example. This is why people prefer Android to Apple, XBox to PlayStation, PC to Mac.
 	Anchoring bias is the tendency to be overly influenced by the first piece of information that we hear about something. So, if the first thing you hear about a new technology is positive, that’s where all of your future opinions are anchored from, and vice versa.
None of these seem too relevant when thinking about a CTO’s considerations for a new ERP system. After all, what use is choice-supportive if the tech doesn’t align with the business needs? Who cares what other people have done? Likewise, is groupthink as important to a B2B buyer as a consumer buyer?
I’d argue these biases are more important than ever, and why ignoring them could mean the difference between success and failure. Here’s why:
 	You confuse me! - one of the perennial issues with B2B tech companies is that their often engineering-led strategy confuses and complicates their offering. We often see prospects with many disparate products rolled up into a confusing platform story, with little rhyme or reason as to the problem each solution solves, and therefore the relevance of the platform is confused. This is less an issue for tech-savvy buyers, but gone are the days when technology procurement was the sole remit of the IT team.Today, non-technical lines of business (Marketing and finance spring immediately to mind) frequently need to procure and deploy complex technologies to help them achieve any number of goals. For non-technical buyers, confusing product sets and overly technical messaging will cause significant frustration and see smarter, more easily to buy from vendors, grow as the non-technical choice. With this in mind, it’s important to recognise that these non-technical buyers are more likely to lean on the cognitive bias's detailed above to justify their decision. Without the technical knowledge to make a decision based on the technology itself, the opinion of peers will be much more important. This has obvious ramifications for the strategy of the marketing team tasked with making a product or platform aligned with the needs of non-technical buyers, rather than the traditional technical buyer.
 	A lack of thought leadership/brand awareness - The B2B buyer lifecycle is more complicated than a consumer’s. This much is obvious. However, the early stage of evaluating a purchase by carrying out research is mirrored in both sets of behaviour. As both professionals and consumers, we turn to the Internet to help us solve our problems. In the first place, we validate our problem by looking for others that face the same issues, and seek out information in the hope our problem has been solved by another. What does this mean for B2B tech vendors? Simply, if you don’t have a presence online, then you won’t be found. Clearly, I don’t mean a website - what I mean is providing buyer personas with access to high-value thought leadership, in the publications and touchpoints of relevance.These are the communities and places prospects hang out to discuss work issues with peers. Whether that’s Facebook or LinkedIn groups, or SubReddits, these communities are vital for B2B marketers to pay attention to. Why? Just last week, we saw the power these online communities of amateur experts wield in the GameStop r/wallstreetbets debacle. Brands with the ability to pinpoint where personas hang out to solve their issues will have a strategic advantage over those vendors that choose not to, therefore putting buyers off, by forcing them to not know they exist.
 	It’s not me. It’s you - Similar to the above point a brand could be doing all of the right things in terms of being able to seed content to the correct buyer personas, but the content could be wrong. A common issue is a misalignment between what sales people are hearing on the frontline and what marketing people perceive as reality. B2B tech marketing has an endemic problem of caring too much about how massive industry analysts such as Gartner and Forrester perceive the world, and become so blinkered by this, they often forget to remember there is a real world out there with real customers and real prospects which have the power to provide much more detailed feedback on messaging, positioning and perception.
Getting it right takes time. It’s not going to happen in a single day, maybe even in a year. Taking the time to fundamentally understand buyer perceptions, needs and expectations is the first major step to success for any marketing or communications professional.

### How will the B2B marketing mix change in 2021?
The major trends in B2B Tech are obvious. Zoom is up, industry events are down. Disruption remains constant and consolidation comes to those who wait and/or fail to innovate. 
IPOs are back for the chosen few, like Airbnb. Texas is now where the technorati is based. But more important to know is what the implications of all these changes might be. Here is what Positive sees and can intelligently guess about what next in the new different of 2021.
Budgets items will rise as well as fall
After almost a full year of lockdown, we had a telling heart-to-heart with a senior marketing client. She was unsure how to spend her allocated partner budget after a year of cancelled events. Like us, she was also disappointed that virtual events looked better in terms of attendees but were much worse at actually converting this interest to leads. 
She was clearly in the market for digital campaign ideas. Given her planned partner activities accounted for 70% of her total budget, she needed a lot of good digital ideas to fill the 2021 sales pipeline, fast. She is not alone, all tech marketing teams need fresh campaign ideas and tactical suggestions. Luckily we generate a lot of them.
Plan for varied customer journey lengths
Now we are all travelling less it can be very easy to fill our days with back-to-back-to-back calls. Not all calls are equal, as sales teams know very well, and certainly no two prospects are exactly the same. As sales pipelines build up and confidence returns to buyers in 2021, it is imperative to separate the deals which are most likely to deliver revenues fast, from prospects who just need longer to close.
The implication for marketing? Give to get has never needed more content. Classify prospect types, into fast or slow closers, update after every marketing touchpoint, to assess the best next step. Create different tracks for those who are ready to buy immediately, using online app store optimization, click funnels, demos and free trials. For these prospects, being pushy is acceptable and asking for a commitment is expected. 
For slower deals, typical in enterprise sales, there are more hurdles to jump, So just accept this and construct more involved and patient content strategies. Designed these to inform and sell your category and the problem you are solving not just your own differentiated capabilities. Tactics here will likely include explainer videos, How-To guides, peer research and templates which prospects can use even before they have shown any commitment at all to your brand. 
Remember re-engagement beats cold-calling
Many of us in marketing cannot help gravitating to the new and shiny. But when it comes to building up sales pipelines fast, nothing beats going back to previous customers. Even better prospects who were not ready, unable or unwilling to commit the last time you spoke to them. Remember the pandemic has seen a lot of teams change, individual responsibilities morph and quite clearly tons of pivoting from tech buyers and vendors.
While B2C Tech sales are highly automated, B2B Tech is different. even our adtech, martech and salestech clients, ultimately rely on human behaviour to close their customer deals. No surprise then, after the year we all had to see them focus on rebuilding proper human relationships in 2021.
Positive also re-engaged with several prospects this year. Some of whom had made other choices, the last time we spoke. This tactic is well worth trying. So dig out those notes, research how things have changed since last you’ve spoken and feed these back to them to gain their consensus. Then build on content which moves the conversation on and addresses new and emerging needs they may now know you can help with.
Relevance will never again be ‘One and done’
Once upon a time in tech marketing, regardles of whether or not a company led its B2B Tech category, defining what a company did and stood for was regarded as a sign of strength. Repetition of PR messages in particular was viewed as preferable to ‘flip-flopping’ and changing your message. This advice no longer stands. Today, as buyer journeys shorten, competition for every dollar of tech spend has increased. Buyer needs can change faster in the face of Shelter In Place/Working From Home (SIP/WFH), as they adapt to changes in their own businesses, so vendor messaging can never be ‘One and done’. 
Alongside the pandemic, there has been a surging change in society. From social unrest on issues like Black Lives Matter to anti-vaxxing and major disruption from legislation in the form of Chinese tech bans and the abolition of cookies, this dynamic business environment requires more agile messaging.
Sticking rigidly to one position in the teeth of such change is the sign of irrelevance. So keep it fresh. We make sure to challenge our clients regularly on their positions. While we certainly do not win every debate, these back and forth discussions are what gives Positive and its clients the edge.

### Five things you need to change your PR in 2021
1.Write with more self awareness
2020 was the year of fake news. The US presidential election was awash with it but B2B tech PR was guilty too with its torrent of self-serving stories reported by a distracted, largely uncritical media. 
Google plotted the demise of third party cookies, a move it claimed would help protect user privacy. It did so though as regulators investigated its advertising monopoly. It was not alone, leaving aside Facebook, Apple tried to spin its forced U-Turn on reducing its 20% Appstore tax as philanthropy and not a reaction to a revolt. Really? Such corporate puffery is nowadays swiftly called out on social media. 
2020 also gave corporate communicators new reasons to be careful. Activist campaigns like Black Lives Matter and anti-vaxxing started on social media. Being truthful, confident and yet diffident to all the issues concerning others has never been harder for PR teams to pull off. Get used to it and embrace it in your corporate communications.
2.Pan-digital skills (SEO, data visualization and video production)
Like it or not, PR and content professionals are going to have to upskill. Those who think ‘Data Scientists’ and ‘SEO gurus’ are exotic geniuses, better think again. The skills to wrangle stories and make sure they will attract attention are now core to the job.
At a minimum, PRs should know ‘enough to be dangerous’ on SEO. How else could they recommend keyword and link strategies? Likewise everyone from the intern to the principals should be able to knock up a quick pivot table on demand. Being useful with a smartphone, a mike and a basic lighting rig is also extremely important handy for podcasts, vlogs or even TikTok. 
Not feeling the need to be pan-digital? Just remember, once there were standalone typing pools, fax operators and receptionists. Try to find them in your Working From Home office today. For a real-life proofpoint of how a ‘recovering tech CMO’ does all this and more, watch the excellent and chart-topping Lochhead podcast series. Start with this episode on the Ocean Spray trendjack.
3.Real Time trendjacking based on Social Listening
Everyone knows basic trendjackng these days. New games console comes out - pitch your new game. Microsoft makes an acquisition - offer commentary on what this means for your somewhat-related market. TalkTalk does down in an easily avoidable hack - pile in with thoughts on how to not be so dumb in future. But, inevitably in tech, as in PR, things speed up. 
Now the world of smart PR has moved to real-time trendjacking. Well, not quite real-time, but not far off. Journalists now tell us not to contact them past midday about stories which broke that very morning or overnight. If you are pitching UK-based media, the next day is simply a day too late.
4. Flexible messaging to match customer journeys
The accelerating news agenda means PR needs to speed the f** up. Automate your alerts and adopt agile PR pitching. To respond at the lightning speed required means considering the creation of pre-baked messages. In effect therefore PRs need to create and maintain agile Message Houses, built and rebuilt every month or so internal and external teams can react at pace, within a pre-agreed framework, to the news agenda.
It is also well worth expanding your list of commentable topics. The key is flexibility and breadth of relevant angles. This year the most unexpected of topics have yielded great results for our clients recently. We have pitched the return, or not, to the office, the importance of the IT-driven supply chain for everything from Christmas presents to vaccine doses and even how aubergine emojis can protect smartphones from phishing attacks.
5. Real Time Social listening is your content fuel
Need to get even further ahead? Socially listening to Twitter using the latest AI-powered digital analytics tools helps us a lot. By identifying common concerns and phrases among target audiences, your message can appear super-fresh.
This works wherever a prospect is in her buyer journey. It may be a sale does not happen this quarter, but delivering quality content at the right time puts you in the driving seat for when it is back on. After all, who does not want to buy from informed experts? Offering influencers your sage commentary on a consistent basis, whether reported every time or not, separates those who care about tech, from those who play at it.

### 2020 - the best and worst year in B2B tech marketing
December is the month when B2B tech Marketing professionals consolidate work throughout the year, review successes, failures and, for the PRs among us, to also pester journalists with their client predictions for the coming year. 
In December 2019 we would never have imagined, nor would have been able to predict, the vast number of changes we would face in just a handful of months to come. For many, 2020 promised to be a year of success but quickly turned into a year punctuated by trying times for us all – both professionally and personally. 
2020 has shown us the best and worst of just about everything. For B2B tech marketers, times have been certainly challenging. Even in the earliest stages of the pandemic, many companies announced redundancies, froze hiring and halted procurement while they, rightly, tried to work out what the hell was going on. However, it became clear at the very start that those weathering the storm will do so with agility and bravery. 
For marketing departments, many of the best made plans went out of the window. Budgets cut, events cancelled, increased reliance on digital media, the list went on and on. In a previous blog I wrote earlier this year, it was clear to see that many in the tech space quickly fell into a state of inaction, unclear as to how to use the pandemic as an opportunity rather than a missed one.  We’ve all learned a great deal, here are my highlights on the best and worst of years:
Striving for normality
In crisis situations, the default position for many is to sit tight, do little, weather the storm. The pandemic has taught us that in order for B2B tech marketing to survive, it needed to respond in ways it may not have previously considered. One interesting element of the pandemic was the number of tech pivots, an issue we covered in a previous blog. Yet this can’t happen without vision and kicking against the changes in business was never a smart idea. 
It was and still is important to have the vision to see the opportunity. Overnight, news agendas moved onto COVID and very quickly business, technology, economics, recruitment, SME, management, telecommunications, banking and financial services (the list is endless) media all had something to say. This was a massive opportunity for B2B tech businesses to be able to step up and add value, for those brave enough. 
Is the old agency model breaking?
Positive found itself with a number of existential questions as a result of the pandemic, we watched as larger, traditional, agencies began to quickly and publicly falter. As the ‘new normal’ dawned on us, we realised that our colleagues in the sector, too, strived for a sense of normality among the chaos. We knuckled down to add as much value as possible. In just a matter of weeks, everyone’s ‘new normal’ turned into our ‘new business as usual’ and saw us learning new ways to generate results for a new world and taking our clients on that journey, too. 
Can’t meet, won’t meet. Digital nailed it
One of the most significant changes we’ve seen this year is in the event space. Traditionally relied on by marketing and sales teams for leads, their absence this year has been palpable and has seen event budgets diverted onto other activities. Clearly, this year has been a good one for digital events platforms, but these don’t quite stand up to those serendipitous meetings at events and being able to work and socialise in-person with colleagues. For sales teams hampered by an inability to get out there and meet people, events have been replaced with Zoom meetings and outbound digital marketing campaigns targeting buyers at named accounts – an effective way to make up for the temporary loss of events.
Marketing skills and European tech in demand
There’s talent out there. The dark side of the pandemic has seen a tsunami of fresh marketing talent now available to the market. B2B tech companies should take the opportunity to cash-in on this talent while it’s available to them. 
In times of crisis, we turn to technology and a better understanding of our situation to adapt and overcome. As mentioned in a previous blog post, some of the darkest times in history have necessitated invention. The world wars helped develop the medical advancements we have today, the first man was put on the moon during the cold war. The same will be said for COVID.  Today, all eyes are on science and technology to give us the tools to, literally, survive. 
As Europe becomes an ever present technology leader, with record investment this year and as Britain leads the development of a vaccine, it’s important B2B tech companies in the supply chains of helping overcome COVID shout loudly about their work. At the start of the pandemic, we made a promise to all of our clients that we would not ambulance chase or comment negatively on stories where individuals or organisations are trying to do their best. Instead, we saw swathes of media coverage with helpful, thoughtful advice from experts in their respective fields, adding to the conversation because this expertise is sorely needed.
What a year. How do we even come close to predicting what 2021 may bring? If 2020 has taught us anything it is to not take anything for granted and that change is, sometimes, a strong force behind things becoming better. One thing is clear, COVID is by no means over and it’s ramifications will be felt into 2021 and beyond. Our ability to react to those changes will decide whether we succeed or fail.
Long live our NHS, long live the British free press. 

### The robots ain't coming; if you want a job doing, ask a busy person
They’re at it again. Snarky commentators claiming professional PR help is an unnecessary expense for early-stage B2B Tech firms. 
“Don’t waste budget on PR” they say. “Your customers will find you in the app stores" they advise. “Build your MVP faster” is the mantra on repeat. Normally followed by some lightly-thrown linkbait tweets showing how easily tech disrupts yet another industry. 
It sounds so simple. Bit it's the modern version of ‘Build it and they (should) come” Just draft a few blogs, self-publish, then sit back and count coins. In reality, “Do as I say, not as I do” is a bit rich from those who have benefited from media relations and bespoke content help already. 
It is simply too to claim busy startups can do it all they need to build their PR themselves with clickbait wisdom, a cheap inbound CRM account and a handful of, often bought, Twitter followers. These days ill-advised Tweets are not even OK for US Presidents.
So, while it may make sense for investors to fail fast and move their money out of what they perceive as failure, is it really fair to expect founders trying to build future Category-defining B2B players to generate instant results, faced with such high execution risks?
Twitter is up, TV even more
Waiting for busy enterprise tech buyers to find out about you via social media echo chambers is at best risky and at worst naïve. Sure on the B2C side TikTok, WhatsApp and Snap have all recorded record use during the lockdowns. They, scarily, even act as a source of ‘news’ for younger consumers.
But business-related news is different. It is worth noting that while Twitter has seen a 23% uptick, the old school US cable channels have seen a rise of 200%, according to JP Morgan. This increased volume of content does not make founder blogs more relevant. Not unless you are on your game like Zuora’s Tien Tzou with his weekly and weekend digest. Hat tip and no, he is not a client...
So where are the buyers hanging out?
The truth is, if anything, the COVID epidemic has made enterprise tech buyers far less likely to hang on the every word of founders. Like the rest of us, they literally have other things to worry about. Like their customers, they read the national and business media for the latest pandemic news of course. 
The good news for PR pros is, if no news is bad news, bad news is often the only news. Which means at least you know where enterprise customers’ eyeballs are. If you knew that you stand a better chance of becoming more relevant. Follow me? 
Some of our clients have had their best ever coverage during lockdown. They don’t want to miss out on sales from major customers or leave their reputation vulnerable to rivals with inferior technology. The ones who, mostly with outside PR help, are creating more publicity and winning hearts and minds from customers they don’t know, they did not know. 
Avoid cheapness and snakeoil
Rejecting a professional approach to PR may be a terminal false economy. Rather than counting your savings and coding, you might find your unloved offerings adding your company to the statistics of the thousands of tech startups failing fast in this depressed economy. 
Get out and sharpen your message to the New Different and yes, don’t be bashful of getting expert help from Positive, or the other flavours available and don’t be afraid, or too cheap, to let others fall for the self-publicity snakeoil. Founders should

### Nobody puts PR in a corner
“She’s just a comms girl” “He’s just a PR guy”. 
I’ve heard these sentences uttered a thousand times and I’m sure I’ll hear them a thousand more. I doubt it’ll get any less infuriating to hear. It’s time to think more clearly about the skills which make up the marketing teams of today and how communications skills play a critical role in the future success of your business. 
Traditionally, PR was seen as a soft, non-strategic add-on skill set to connect the business with customers via the media. A ‘good PR’ tells the story of the company, walks the line and achieves regular ink/pixels.
PR versus the world
Due to this PRs often get a bad rap, particularly from journalists who don’t always understand the nuances of PR. Yet, we persevere. The core spirit of Public Relations is acknowledging and to a certain extent ignoring the bad rap we receive from senior marketing colleagues who see our role as tactical, fluffy and unable to move the needle. For fairness, on the flip-side you may hear comms professionals talk about marketing professional skills as ‘colouring in’, among other things...
In my experience, some of the most strong senior marketing leaders I have ever worked with cut their teeth in media relations and have a pure PR background. It takes all sorts of skills to make a legendary marketing team, but comms plays a more important role than many would like to admit. 
A good PR person needs to be a great communicator, with advanced research skills, a world-class storyteller and of course, an excellent writer. For many the job description stops there. I believe PR teaches more vital skills pertinent to wider marketing teams.
 	Tenacity - Nobody in the marketing team experiences as much rejection as a communications professional. This creates a thick skin, which in turn nurtures an ability to think around problems in a way which generates results.
 	Deep market understanding - PR people are perhaps closest in the marketing team to the actual market. Curiosity is a core to the process. By gaining feedback, live, from journalists and influencers and with a close understanding of competitor messaging, comms people are best-placed to advise on wider business strategy.
 	Internationality - A massive problem some with large businesses is a lackluster international mindset. Personally, I have explained too many times, to US clients Europe is not a single entity - pointing to its separate countries with differing languages and cultures. A comms person has to understand these nuances, and the risk associated with getting it wrong, especially in the age of Twitterstorms.
 	A portfolio of tactics - It’s important to also remember the fact that communications skills now touch a number of elements of the modern marketing team. With more content created than ever (blogs, social media, video, eBooks, reports) the comms person is the most qualified to lead these. After all, they have the best research and writing skills and a keen insight as to how to differentiate from the competition as well as what will work ‘out there’ in the market.
 	The Category state-of-mind In addition, given the comms person’s closeness to the market, it makes them very strong at the more strategic side of marketing, such as positioning, messaging and Category Design. 
In some ways, this article is a plea to not put PR people in a corner, pigeonholing them with a tactical, traditional, skillset.
Get up Stand up
The change starts with the entire marketing team understanding the true value of communications professionals as laid out above. If we always think of PR people as the “press release girl/boy, we’ll always fail to leverage a vital and misunderstood skillset. 
It is also a two way process though. Change also starts with the comms professional stepping up and involving themselves with areas beyond the confines of their role. The days of a PR professional focusing only on tactical work are over, we all need to wake up and understand the central role communications skills can bring to the wider marketing team. 

### Are you a glass half-full marketer? Dare to win post-Covid
Pick your quote: “Necessity is the mother of invention”. “Adversity is the first path to truth”. “When the going gets tough”. 
The point is there’s a reason why big problems demand big solutions. We are all now faced with an unprecedented, uncertain economic landscape. The temptation is to stand still, but history doesn’t remember fondly those who rolled over when faced with challenges. In fact, it doesn’t remember them at all.
What does history show us? Sliced bread took off in an Economic Recession. The Moon Landings took place in the middle of the last Cold War. Our modern surgical techniques, which save countless lives today, were refined on the battlefields of two World Wars in the last century. In bad situations, human history shows individuals stepping up to innovate and make life better.
Marketing strategy isn’t a life or death situation, but problems create new opportunities for those that look for them. 
From one perspective, the current economic recession makes next quarter’s turnover uncertain. So perhaps it would be prudent to conserve spending until everything is over. From another, trying to predict when the current uncertainty will end is futile. If so, when everyone else is standing still and competition is at its lowest is the perfect time to make your move. Which is your favoured strategy?
Nothing ventured, nothing gained
Despite the best intentions, playing it safe rarely moves the needle. Most business decisions are calculated risks. According to a study conducted in 1993, the chance of a coin landing on its edge when flipped is one in 6000. Those are bad odds, but not as bad as the chance of it landing on its edge if left flat on a table. A big fat zero. 
The probability of a start-up being funded, surviving more than five years, becoming a category leader, breaking into the NASDAQ, NYSE or FTSE 100, and becoming one of the top 10 most profitable companies is low. Some say as low as 0.08% in the US and lower still in EMEA. Oh, that was before the current recession.
Whatever the numbers though, entropy is the enemy of innovation. The fact is those who won took calculated risks and kept going when others did not. This is worth remembering when planning your PR and marketing. Establishing a brand and share of voice takes time, a lot of hard work and some considered brain power to break through the noise. 
Experience meets boldness
Warren Buffet is credited with saying, “Reputation can take a lifetime to build, and five minutes to lose.” Businesses don’t exist in a vacuum and adopting the same strategy post-downturn as before because that’s ‘how things are done’ is illogical. We are lucky to work with some innovative companies that are embracing new opportunities and making bold statements when many others are remaining silent. 
My Digital is a disruptive accountancy software company that has launched its new Category of Quantum Employment Design. This is helping businesses manage the smallest and most incremental measurement of work - cost per hour, logged on a timesheet - sometimes across multiple employers. We developed their POV, drafted copy for their website, assisted in their rebrand and launched their category and new product suite to market with a raft of coverage in key industry media.
Marketing teams need to continuously explore new opportunities, create novel ways to join the conversations happening in the real world and empathise with the plight of their customers and their customers’ customers. This is the tricky part - it takes the right combination of seasoned experience and youthful enthusiasm to make bold moves and explore new opportunities. 
For one collaboration technology client, we have achieved this by regularly inserting its unique opinions into topical news stories. Following momentum from a major category launch, it gains both kudos and column inches by regularly questioning the status quo of monolithic technology companies, while championing a more open, privacy-focused internet. 
Marketing & PR thrive when there are new problems to solve, innovative ideas to offer and fresh conversations to start. It is a fertile ground for experimenting with concepts and seeing how they are received and assessed in the real world. 
Expert partners, like Positive, know how to get across the uniqueness of your brand to the world in a way that emphasises your credibility and positions you as the right company to solve an existing problem. We are also harsh critics of the ‘same ole, same ole’. As the Dalai Lama said, “Know the rules so you can break them.”

### Where is tech's post Covid opportunity?
Among all the horrors of the pandemic crisis, there has been a positive for Positive. The visibility of B2B Tech has risen. US public stock markets are today dominated by tech firms, some valued as highly as any company has ever been, despite centuries of industrial innovation. 
Many question if this is a stock market bubble. Others see it as the justified and long-anticipated rise of the geeks as they disrupt long-established, but woefully uncompetitive, companies in sectors sheltered by calmer economic waters. 
Whatever the truth, one facet of B2B Tech makes the deep tech-loving team at Positive rejoice. Software is by its nature flexible and will adapt to changing times. When carefully crafted, it enables business innovators to react to changes good or bad, fast. So it has proved with our clients. Many of them have spotted complicated, but unmet needs in the issues facing business leaders as they grapple with WFH and return-to-work. The new different needs different tech.
Here are three recent examples we have worked on, showing how a little agility during a crisis can represent a major sales opportunity, if your agency can provide a fresh perspective and help you change strategy fast.
A brand new workspace
Our client a fast-growing scaleup in office management software realised early the need to reassure nervous returners amongst white collar office workers. Traditionally it sold office occupancy and space management solutions to commercial real estate agents and facilities management professionals. Suddenly with lockdown and some nifty product modifications and a changed PR emphasis, interest and RFPs were flooding in from new buyers in IT and HR roles at large employers across major cities.
Testing times
We recently worked on a project for a health tech firm looking to branch out from its traditional pharma and health professional channel. It had spotted a new opportunity to offer its COVID-antibody tests direct to workers, funded by their employers. With interest building in the nationals, the timing was perfect to insert our client into the debate.
Seeing the future of work
The most radical pivot we have so far seen was from an industrial analytics client, who combined what they had built, an amazing analytics suite in use at heavy industry plants, with a new innovation from one of their team. This meant a complete rethink of their Go-To-Market strategy, buyer personas and messaging. Now they have a very differentiated offering, targeted outside of their usual buyers, opening up brand new markets, with our guidance on lead generation, category positioning and PR.
In the New Different all of us in tech are facing, our ability to move fast and solve new emerging problems is often what sets up apart. All of us need to experiment and at Positive we are all onboard with this. All three of these clients were taken on by us on a project basis. We know, as B2B Tech leaders, opportunities knock, even in a crisis. If you are trying out new offerings in the market and want to give us our next ‘new different’ challenge. Bring it on.

### Do you REALLY know your audience?
Speaking with clients throughout this most unusual year the topic of audience insights has increasingly been front of mind. In particular, how to get better at it.
 This issue has risen to prominence due to the changed economic situation the world faces today. Traditional buying processes are fractured and WFH has quickly become the ‘new different’ for millions of us. 
For technology businesses approaching B2B buyers, more consideration than usual is required. Moreover, what B2B tech brands currently thought they knew about their buyer personas has almost certainly changed in line with the changes to work we have all witnessed. In fact, what little was known before, for instance broad-brush job title personas, may now be permanently irrelevant.
Seek to understand
For B2B tech marketing pros to truly influence buying behaviours today, deep knowledge of their audience, what it wants and how its various cohorts consume tech, is vital for success. Consumer tech companies have always been ahead in this sense. They understand how prospect behaviour changes over time. They also know how buyer life stages, like kids becoming teens, or changes in circumstances, such as renter to homeowner, affect sales opportunities. 
Armed with these nuggets, they profile consumers to understand, for example, who might prefer Bang and Olufsen over Sony earphones. This is vital intelligence to dominate any market. B2B can also benefit from this process. Knowing who prefers Oracle over Salesforce, IBM over SAP or Dell is a start, but there’s much more that could be done. 
The B2B echo chamber
So how do you find out whether your positioning will resonate? How can you use data to inform future strategic moves and influence tech buyers today? The first step is to put less stock in the intelligence gathering methods of old. Back when I started in this game, audience insight generally came from five main places:
 	What the analysts said. 
 	Sales Team feedback from engagements at the coal-face.  
 	Relevant media reports to assess market presence.
 	Nimble-fingered Googling on forums, industry groups, product reviews, user groups, etc...
 	Independent research expertise or focus groups for independent, real-time feedback. 
These methods worked for many years and each certainly has its part to play even today. Yet, the issue these old methods cause is they rely on content which could be out of date, potentially incorrect, and was for sure heavily influenced by the brand’s own PR and marketing practices built on a historic category position. In other words an airtight echo chamber. 
In addition, most B2B owned content was not written from the end user’s perspective. Instead it is from the perspective of the brand as a business entity or ‘an analyst’ in its pay. So, each of the five information sources above create a space where it becomes difficult to separate brand messaging from true, live visceral feedback. The sort customers actually use in their B2C consumption of everything from nappies to cars. The true barometer of your own brand’s perception is certainly not someone, especially an analyst, parroting your own messaging back to you.
The need for speed - enter social media
Let’s add Twitter, Facebook, LinkedIn and the likes of Reddit to the mix and see what’s changed. All of a sudden we can watch and analyse, live, how brands behave on social media and see how influencers and prospects respond to them. We can also see, in detail, which media prospects and influencers consume, how and why they follow them. 
We now have something more powerful, truthful, visceral. Let’s not underestimate the power of live prospecting and end-user feedback can have on the positioning of a brand and its ability to fuel and inspire future campaigns and product direction. 
It’s time to wake up to how influential social listening can be to help brands speed up and stay ahead. 
There are many excellent tools for social listening. However these require training and can be cost-prohibitive for many. At Positive, we have invested, so we can make sure our clients can stay ahead of the curve. 
So, what are the benefits and what are the key facets of social listening? The insights we can gain from social listening are rich and can easily span the different segments and communities talking about brands across social platforms, as well as the content and influencers that they consume.
Audience Segmentation - Understand the different sub groups talking about brands online. Traditional market research is expensive and time-consuming. Social listening gives us the opportunity to monitor all conversations to engage in and learn what buyers like, what they talk about and how to market to them more effectively.
With digital Audience Segmentation, we can gain deep insight into what excites target markets with insights into their interests, demographics, and consumer behaviors, which can be used to great benefit. 
Influencer Discovery - Lets us see exactly how different people motivate different groups. We can see, in detail, which influencers resonate with certain communities and provides us insight into how impactful those influencers are. We can produce customer personas by age, profession, gender, media interests setc.etc.
Targeted Content Strategy - Once we’ve learned about the audience and the influencers they choose to learn from, finding the right message which will resonate can be tricky. We can parse the content shared on social media by each brand community, we can see what content resonates and craft content accordingly. In addition, we can provide insight into specific media outlets which they share and consume daily.
The B2B tech space needs to do better when it comes to aligning their brands with end users and buyer personas. In the same way as we talk about brand fandom in the consumer sector, we need to start thinking about fandom in the B2B tech sector, too. 
The influencers and prospects which our clients want to approach hang out in specific places and consume specific media from specific people. The only difference is they talk about procuring SD-WAN, Process Automation or Hyperconverged Infrastructure - not iPhones. 
It’s time for B2B marketers to sit down and ask themselves whether they really know their audiences. Specifically, when was the last time they gained front-line feedback from end-users or prospects, rather than relying on third parties to provide it for them? If the answer is a while ago, it’s worth investigating the benefits of social listening. After all, this is clearly the year of change, B2B Tech has to add deeper audience insight to its to do list now.

### Why didn't the agency you now need exist until now?
Digitisation changed your needs and that of your customers. COVID-19 only accelerated the process. Your external consultancies should reflect the new different, not the past, which is why the agency you now need could not have possibly existed until now. It is a child of our times.
For years, the agency model evolved to deliver integrated campaigns driving results that matter for multiple stakeholders. Having all the elements in place and the right expertise has helped deliver on agreed, measurable business outcomes. But the new different demands more. 
It means delivering value beyond just having “one throat to choke”.  In times of change like we are seeing, the whole marketing approach has to become way more agile. That way if you need to pivot, you can.
Skills to pay the bills
To deliver on the changing needs of today’s business environment, agency skills need to evolve and become more strategic. Delivering ROI on marketing spend means your agency needs to have a clear understanding of your business’ objectives. 
Smart marketing consultants understand the difference between driving product sales, maximising VC funding rounds or profile building ahead of an acquisition. One size does not fit all. You need to be able to negotiate and agree clear KPIs to meet these objectives. 
For some clients, it’s generating over 400 pieces of coverage a year, while others want to increase a webinar’s attendance by 25% or completely revamp the company identity to target a new set of customers. Does your current agency have this range of skills?
PR meets SEO, meets sales pipeline
Taking an example, a client gave us a strict brief to drive more visitors to their website. Their nearest competitor was getting significantly more site traffic. They decided to do something about it. We increased the SEO value of their website by securing articles on sites with high Domain Authority (DA) ratings. 
While using digital SEO to benchmark their competitor’s success, we also found something. The good ol’ press release was a big reason why their competitor was generating much more traffic. Newswire distributions contributed significantly to the number of backlinks they gained to their homepage. We have now incorporated this approach into our strategy for our client to maximise their web ranking
Continuously delivering 
After you have agreed measurement and scope, now comes the hard part - making it all happen. Agencies are only as good as their people and the new different agency team needs a blend of sober judgement and unabashed enthusiasm. We have been building just that.
Your new different agency needs to prove continual investment in the skills of the team. They need to ensure they can engage with prospects at every stage in the sales & marketing funnel to drive business results. They should demonstrate a flair for creating engaging content which resonates across marketing, sales, product development, the C-suite, board and investors. 
In the same way product development and operations teams now work more closely than ever to drive better results in shorter time frames, the modern agency and its clients need to align like never before. 
Continuous delivery means building on the momentum of previous successes and keeping on going. Strategies like refocusing on vertical industries, reacting  to news stories and amplifying results across social and to sales and stakeholders are essential. This “DevOps of Marketing” can deliver you more tangible results, in less time and often for less cost.
Alligators, sharks and two trillion valuations
The only creatures in the world that stopped evolving are alligators and Great White sharks. Everyone else needs to move with the times to survive. Even Apple’s impressive first, as a two trillion dollar market cap organisation, is there to be beaten. The agency model has evolved to accommodate the new different and address the new levels of agility needed in the current market.
Get in touch below to see how you can make the new different work for you.

### Spending your events budget windfall wisely?
Here’s a selection of ‘enticements’ which recently landed in my social and email inboxes.
 The headlines fall into three categories, which in testament to the late, great Enrico Morricone we will label, the good, the bad and the ugly.
Bad (so obvious, they get deleted and are unworthy of comment)
 	How COVID-19 reshaped the cybersecurity landscape
 	Webinar: The lasting impact of a global pandemic
 	The state of influencer marketing in Covid-19 
 	Navigating the New Normal
 	Paul, upskilled for the 'New Normal'?
 	The right ways for brands to stay relevant during COVID-19
Ugly (actually brand-damaging, DM me for the culprits)
 	Live Webinar | Remove working & Cyber security protection [Note the typo from a major tech news title]
 	Pandemic brand building tips from Apple's ex-CEO [Why is a retiree from when Apple’s near bankruptcy relevant?]
 	Paul, we've launched a brand new business help series to help you get through Covid-19 [Good for you. But why would I be interested?]
 	FREE Bonus Course if you act now… [So cheap, it feels dirty]
 	Don’t miss your chance to see the first UC webinar of the year! [I’ll take a pass]
 	Last chance to join! [Let’s just be honest. It’s not]
Good (they are MUCH rarer)
 	Shifting your events strategy from in-person to digital [practical with clear benefits, well done Marketo]
 	Struggling to galvanise a remote sales team? [hat tip to “F*** Plan B author Dominic Monkhouse]
 	Need help analysing your social media data? [Short and sharp, I might just take Tableau up]
My point here was not to pick on the ambulance-chasing nature of certain very bland-sounding webinars which I missed. I just wanted to show how easy it is to lose sight of the deluge of content, which leads to something we have dubbed ‘Content Shock’. The over-supply of content makes it hard to attract attendees in normal times, but which in these extraordinary times, with most physical events cancelled, it can actually damage your brand’s reputation.  
But as well as the content, we should look at the medium. One could argue with more of us Working From Home, in what looks like a permanent move, there is more time to watch more content. Many would agree with the theory. For many in B2B tech, removing the costs of events, typically a top three budget item, has provided a welcome windfall in uncertain times. 
However, replacing the free-spending of events with even more self-promoting 45 minute slide decks is no recipe for success. This the YouTube and Tik Tok generation, not the PowerPoint posse. 
We need to look at what the New Different, we are all living in today demands of us. Once we wade through a hundred woeful subject headers, and find the few nuggets which may be of interest, then the real shortcomings of webinars, in lockdown or not, become crystal clear. 
The Tofu needs to be tasty
Clearly we still need to create top-of-funnel (TOFu) awareness and interest, so we have to have a medium which is part of the lingering appeal of webinars. In this respect they are like live shows, where a speaker commands an audience which all learn simultaneously. This is where the similarity ends. 
After an In Real Life (IRL) session ends, there are generally Q&A sessions which add both an air of danger, if questions are hard to answer credibly, but also brings a responsibility to listen and respond with authenticity, which many webinars do not live up to.
The Serendipity of the live
With large events, such as Big Data London, which Positive has worked on since inception, as well as amazing content across six theatres, the event itself acts as a draw. Often the most prized interactions are with exhibition stands, which attendees wander across or the former colleagues and clients, one ‘bumps into’ when scurrying along packed corridors. Webinars can never deliver this, sometimes career-changing, serendipity.
While many events have pivoted to virtual events, but few get close to ‘the real thing’. it is perhaps the WhatsApp forums of very targeted communities like StartupVan [LINK] which give the instant and surprising delight of the new. Where else could a request for legal advice, or a new supplier be intertwined with admissions of weakness and requests for advice. Certainly not in the poe-faced seriousness of most corporate webinars.
The post webinar world
There is no doubt a role for the tech industry webinar, maybe for very technical audiences who want detail-rich educational content delivered in a show and tell way. For the rest of us, who are in the market for ideas, open to exploring new B2B tech categories and with inevitably shrinking attention levels, there has to be something else. 
The good news is some very bright people are attempting to solve for the post-webinar world. The first are the great content makers who drive much of the innovation in tech. One such example saw the hard-to-reach Chief Operating Officer of a unicorn fintech taking questions, both pre-canned and live via a skilled operator. Delivered at pace at 08.00 in the morning, this concise and fast-paced format was a perfect start to the day
In the wider world of tech events, at last technology is being deployed by smart firms who have realised the multi-faceted nature of IRL events, requires an eclectic mix of live broadcast capabilities, on-demand ‘whisper rooms’ and discrete match-making. Players like Pheedloop, Brella, Grip and others are slowly, but surely, feeling their way towards a new Category, which will rede.fine top of funnel B2B tech engagement. 
For my part, I look forward to this bright new way to engage and hope it means the end of the ‘one time opportunities’ which clog up all of our inboxes. It’s time to pretty up the Good, the Bad and the Ugly and move on to pastures new.

### What have you done for me lately? Agency questions
It’s been a crazy year so far. With a non-specific ‘new different’ on the horizon and a massively changed economic situation to contend with, business as usual has been tossed out of the window – with many agencies feeling unprepared for what lies ahead. 
As I noted in a previous blog, the obvious reaction to massive market-changing movements as we have experienced this year, is to do nothing. While this may work in the short-term, as the world strives to normalise itself, reality will bite and the realisation to start making the best of it will become all the more palpable. 
We can forgive ourselves if the best laid plans have gone awry until now, but we can’t carry on waiting for normal to miraculously return. 
For those comms experts and legendary marketers we work with every day, navigating the past few months has been like being at sea, blindfolded, in a dinghy, without a compass, in a force-ten gale. 
Those who have made the best of it have stood to benefit. Yet, as the economy starts to splutter its way to life, it’ll be time to pay the piper. 
Questions will be asked of your agency, including 
“So, what have you done for me lately?”
For agencies like us, there is little excuse for a lack of results, no matter how choppy the seas are. We have to be agile and responsive to the world and news agenda around us and use our skills to generate results which move the needle for our clients. Whether that’s with awareness, leads, or hard-hitting content, we know we have to be impactful. 
Sadly, our changed economic situation will have been a hall-pass for many agencies who may have chosen to take the foot off the gas while their clients were looking the other way. Yet, as I’ve mentioned before, there is a huge amount of opportunity, especially on the media relations front at the moment. The media is crying out for spokespeople at B2B technology companies to be a helpful, credible voice in the conversation of the day. 
So, if you’re not feeling the love from your agency. Now is the time to ask why. After all, the need for results did not officially go on hiatus until lockdown lifts. 
In a previous blog, I set out a checklist of how to gain results in a COVID-dominated media landscape: 
 	Remember, the media wants to remain as BAU as possible
 	Switch up the tactics
 	Be courageous and relevant
 	Plan for BIND (Business in the New Different)
Yet, points 1-5 don’t help if you’re being brickwalled. Maybe you’re on the receiving end of some excuses which seem credible, but you’re struggling to get past them. Here are some we’ve come up against, and here’s some advice to counter them.
EXCUSE: "Your technology is just not sexy and not relevant to the news agenda".
RESPONSE: Change the angle and the pitch to the media. The point is not coming across.
EXCUSE: "We’ve spoken to every journalist we can think of".
RESPONSE: Expand the list. Start thinking about different angles, for vertical or business media, for example.
EXCUSE: "Business writers cannot understand tech".
RESPONSE: Well duh! Business writers don’t need to know the details! Simplify your pitch and put it into words your grandma could understand. Focus on the business story you’re telling.
EXCUSE: "It’s a slow news month".
RESPONSE: It’s never a slow news month. There is always an opportunity. Check to see if your competitors have been in the news lately, and call BS.
EXCUSE: "Only customer stories merit coverage".
RESPONSE: Not the case. Sure, they help and journos love them. If you can get a customer to speak to a journalist, it’s a great idea, if not - there are other ways to pitch the story.
There really is no excuse for a lack of results. So, if you’re finding your agency isn’t showing you the love you need, maybe it’s time to ask the question. 
What have you done for me lately? 
If you don’t like the answer you get back, it’s time to speak to us - contact us below. 

### Budget cuts: good for your marketing?
Periods of uncertainty have the potential to either set your brand apart from the rest or make you wallow in an identity crisis.
 What was true pre-crisis is not necessarily true now - consumer spending on luxury goods and cars has taken a nosedive, physical events and networking are non existent and yet some brands are doing miraculous things helping people access essential services remotely and continually flowing FMCG to the hands of consumers. While marketing budgets have taken a slash, and teams have been reduced in many cases, businesses are finding new ways to refocus on their customers and disrupt the status quo. In the face of all this innovation, why shouldn’t you be telling the world about the great things you are doing?
Where's the value in marketing?
The value of marketing is under constant review as organisations search for better ways to link marketing spend to return on investment. The quest for increasing returns has led to the proliferation of CRM tools, marketing automation and social advertising campaign software. Relevant data that can target marketing towards the right buyer, at the right place at the right time is worth its weight in gold.
Despite promises of a single pane of glass by multiple leading vendors, Alice in Direct Marketing hasn’t found the looking glass that leads to Wonderland. All this means is that marketing teams are spending more on tech, more time on data analysis and have become overworked flitting from various tools. Many marketing teams are facing more pressure to deliver more with less so should look at partners and services that provide strategic value and allow them to focus on their core roles. Marketing teams need to make the best use of people and tech to succeed.
What do I need to do?
How you manage the cut in budgets depends on the industry you work in and the size and ambition of your organisation. International enterprise technology companies have looked to shore up revenue with existing clients and offer heavy discounts and 0% payment options for committing to longer contracts. These organisations are also exploring new global markets to find similar buyer personas to their home territories. For these organisations clarity of messaging is key - new customers that don’t necessarily speak English as a first language need to know what you are offering, why it can help them and why they shouldn’t go with the competition or a domestic supplier who, literally, speaks their language. 
For a startup or scale up, any revenue at all is good revenue when you have seen nascent profits obliterated by cuts in customer spending. The COVID-19 epidemic has caused many businesses to pivot to extend their runway to the next funding round. Breweries have moved to making hand sanitiser, IoT companies have become social distancing tech firms and freelance recruitment apps have refocused on specific sectors like events where redundancies have been most severe. Organisations like these need lean, effective marketing strategies that clearly announce their new offering to the market and deliver solid ROI on marketing spend.
However, there are some overall tips teams of all sizes can follow to drive success in the ‘new normal’:
Know what you stand for - Whether a scale up pivoting to a new business model or an enterprise expanding to international markets, you should know what makes you different, not better, and maximise this to its full potential. Slack started as a failed video game before it became a collaboration tool. Focus on what makes you unique and the value you provide the market and nail your POV to make sure it sings this from the rafters. 
Make ‘nurture’ second nature - The increased working from home means that people are more accessible than ever before, but deals are getting harder to close. While a long conversation is normally a good indicator of likely success, buyers are facing an uphill battle securing further budget from the CFO before year end. In addition to conversations sales teams should offer detailed campaign plans focused on SMART objectives, contextual analysis and competitor profiling to progress conversations in the buyer lifecycle from engagement through to conversion. Marketing teams need to provide this ammunition to avoid crisis. 
Drive value - Internet usage has exploded over the course of the last few months, but competition for eyes between companies has decreased as more organisations reign in marketing spend. This means that social advertising is relatively cheap at the moment, but this in isolation won’t move the needle. Marketing teams should maximise value by creating integrated campaigns spanning owned, earned and paid media. Compelling content can be atomised and reused effectively across paid channels, while the fact that A/B testing these messages is relatively inexpensive means it's easier to identify your key customers.
A crisis is never easy and saying it will be better in the long run might sound like an awkward conversation with a friend after a break up but history has proven it to be true. Benjamin Disreali said “There is no education like adversity” and for organisations learning their lessons now in this crisis there will be greater opportunity at the other end.
 

### What can my PR agency do in a crisis?
TLDR If it's Positive, quite a lot. The longer version of this answer is somewhat more nuanced and has as much to do about relevance as it does courage.
Let's get into it.
I've been thinking a lot about how COVID-19 affects business, specifically the business of PR. Crises like these often cause brands to take a big step back and hold off on any outward communication which could be construed as unhelpful. Worse still, they try to do too much, ambulance-chasing frantically to somehow become 'relevant'. For many, this is a period of quiet, isolated reflection as the world frantically tries to reconcile with the chaos.
For us, focusing on delivering results is more important than ever. As we all know, marketing budgets are the first to go in any time of stress or uncertainty, so now is the perfect time to show value.
Back in March, when Positive mandated a work from home policy to safeguard the team, we reached out to our friends in the media, our clients and partners to gauge their individual responses to COVID-19, to find out what we could do to help and get their thoughts on what life may be like before we return to a BAU state. Since then, we have learned even more about how the virus is affecting PR in the B2B tech space.
The media wants to remain as BAU as possible
This is an important point. We've found speaking to our colleagues in the media, particularly the technology media, that while COVID-19 stories are prominent the usual amazing technology news is still heavily featured. So, if you're a business that has an awesome new technology, some funding from a legendary investor, has an awesome customer story, or a super-smart thought leader who can comment on the latest trending topics - what are you waiting for? Get pitching! Issues like the track and trace app provide an excellent opportunity for technologists to comment, for example.
Switch up the PR tactics
What worked before will not always work right now. This is probably most true for the events sector. The B2B technology world relies heavily on events to generate leads and without those fortuitous meetings which events offer, a dent can easily be felt in the revenues of many tech businesses. So, if events are a no-go, then what will work? Well, the same stale old webinars will not - so many of them are flying around that yours probably stands less of a chance than before of cutting through. Think about ways you can create content which doubles down on the problems your buyer personas are facing. Think also about where they like to consume materials to solve their problems. If that means a paid social campaign, backed up by some smart-personalised marketing collateral, or even a live Zoomcast then now is the time to try it out.
Communication is now more important than ever
In times of crisis, the default position is to do nothing, remain neutral. However, there is also a lot to be said about talking yourself out of trouble. Now, for businesses to survive, they need to respond to the crisis in smart ways. If this means switching up messaging to be more on point for buyers today, then do it. Maybe your business has a particular product which helps people overcome challenges posed by COVID-19 - make a virtue of it and make sure you tell as many people as possible. Now is not the time to stay silent. In every business is an expert, and the world needs those people more than ever. Don't hide them.
Be courageous and relevant
This is linked to the previous point. One of the major fears we face as PR experts in crisis situations is a reticence to ambulance chase. My response to this is, well, don't bad mouth anyone publicly. As I've said, we rely on experts more than ever today and their input should be heard. Though, if you are contributing as a business on a public forum about issues related to today's economic situation, it's important to make you approach it from an angle of relevance. Ask yourself, 'Do we have the credibility to comment on this issue?'. If the answer to this is yes, the next question is, 'What can we say which is constructive and moves the story on/provides previously unseen insight?'. If you're unsure about either of these points, don't bother. You face being called out.
Now is a good time to plan for BIND
It's an obvious one, but at some point the world will change again. Whether you believe we'll go back to normal or enter Business In The New Different (BIND) is irrelevant – what's important is to plan for it, as best you can. If you have a PR agency or marketing agency on board, ask them to work with you to come up with a plan and ideas for the next stage of this evolving situation. Don't put too much pressure on yourself, you won't be able to create an ironclad plan, that's not how plans work in times like these. But, what you will gain is an idea of how you can start to use comms and marketing to manage change and therefore augment your message in line.
How is your approach to comms and marketing changing in line with our new economic reality? Have you made significant changes, or none at all?
Would love to hear from you.

### IN2SABRE 2020 - Positive takes Certificate of Excellence
Last year, Positive took home the 2019 IN2SABRE award for Best in Digital/Print Media, Earned, you may have heard us mention it once or twice.
Obviously, this was a huge moment of pride for us, and our client SonicWall. A year has passed since then and a lot has happened. We've been focused on delivering award-winning results for our clients, we have moved to bigger and better premises with our awesome team, and we've also managed to carve out some time for fun.
In that time, we submitted for another SABRE award, this time in the Technology: Software & Services Category. We didn't win, but we gained an IN2SABRE Certificate of Excellence instead. Wahoo! ?
The 2020 IN2SABRE Awards EMEA shortlist included around 400 campaigns, selected from among more than 600 entries in this year's competition, which recognises Superior Achievement in Branding, Reputation and Engagement. The campaigns were evaluated by a jury of industry leaders. So, needless to say, even though we didn't, this still feels like a win.
Our client, Sectigo, needs a mention here, too. Its amazing Marketing team has enabled us to gain such sterling results for them; we did not earn this honourable mention on our own.
Making the Internet Safe Again
Today’s cybersecurity space is packed. For vendors, cutting through the cyber noise is no walk in the park. For internet users, the internet is not the safe place it once seemed. Sectigo approached Positive to help it gain Share of Voice against core competitors Venafi, DigiCert and GlobalSign. Positive advised moving away from low-value publications with little reach into national, business and core technology publications. Positive helped Sectigo develop trendjacking stories based on topics where Sectigo experts stood out. Positive desk-researched the security status of top travel and banking sites, created infographics and shared with the media through pitching. This proactively created news, rather than just reacting to it. This hidden knowledge proved fascinating to the fact-obsessed and hype-averse national and business press – gaining coverage in high-value titles.
Since January 2019, Positive has secured over 145 dedicated articles in titles including The BBC, The Independent, The New Statesman, The Register and Information Age. In addition, Positive continues to achieve regular technology trade coverage in Computer Weekly, CBR, SC Magazine, IoT Now and ComputerWorld UK. Sectigo ALWAYS has something relevant and compelling to say to the UK press. On any one day, Positive drives up to nine pieces of coverage for Sectigo.
Needless to say, we're super proud of the work we've created with our excellent team, and also with Sectigo.
Speak to us if you want to create an award-winning campaign. We'd be happy to share our experience and ideas!

### Lessons from lockdown
In technology communications and marketing we are very used to extolling the virtues of remote collaboration technologies and the “Employee 2.0” future. We are also used to shouting at each other across desks in the office. Now we have to put our money where our mouth is. Digital collaboration has evolved as a great way to bring remote teams closer together, but effective remote working under lockdown is more than using a plug and play video conferencing tool. We have learned some lessons on how to work more smartly and effectively that other businesses might benefit from reading. 
All management is now change management
Every organisation has had to make at least some changes due to the recent global crisis. For our clients, even if the scope of work may remain the same in terms of process - ideation, development and reviews - the goals have become even more important. Assets that would have been siloed in marketing campaigns have evolved to become crucial sales tools for Business Development. Events have become virtual and market focuses have shifted geographies and industries in some cases. From an agency perspective, being good listeners, having the knowledge to understand our clients’ businesses and our experience of navigating previous challenges helped us to employ a broader range of tactics and techniques. This value is helping our clients reach their goals, even if their businesses have significantly changed over the last few months.
Be lean, not mean
In uncertain times, teams working harder makes sense, but “doing more” isn’t a strategy. Marketing teams working both in house and agency side need to remain focused on the priorities and not waste time deliberating or developing ideas that don’t deliver return on investment. We’ve learned to use lean processes to direct energies toward the end result. Minimising the unnecessary means that expectations can be exceeded and teams are more focused on the job at hand. This is particularly important for agility, reacting to a shifting business landscape in real-time. This also means we have more time for one on ones or creative discussions where valuable time can be better spent. 
Find ‘quality time’
One of the upsides of working remotely is, for most, it provides a good environment for concentration and work such as content generation. We are always on the other end of the phone or Slack, but letting the team know you are blocking out time to work on something important and hanging a virtual Do Not Disturb sign up can help make headway on the things that need it. This is also helping to exceed expectations for content or planning that benefit from a little bit of headspace.
Get hands-on with your tech
In our industry we are a mouthy bunch but are also natural communicators whatever the medium. Using online collaboration tools and videoconferencing in lieu of physical meetings is an adjustment but one that we have made successfully to suit the “new normal.” Some other organisations with less varied job functions may have less need to use these tools, but we have learned some good tips. Daily team-wide morning catch-ups are easier to schedule when everyone can start at the same time, impervious to travel disruption. Internal tutorials are easy to deliver company-wide by sharing a link rather than squeezing into one meeting room.
At the same time as upping our use of workplace collaboration, secure messaging and organisation tools, we’ve also been learning some new tricks. Using social listening analysis to inform our strategy and looking at all different types of content that can form part of integrated, differentiated campaigns for our clients.
It takes a little bit of adjusting, and I won’t patronise anyone by saying that working remotely is always a walk in the park, but I hope some of these tips are useful. What’s your experience been like? Feel free to get in touch to discuss. 

### ‘The new different’. Let the experimentation begin
Let’s be honest, we don’t know much about the “new different’. 
Yes, Amazon is now the second-largest US employer. Yes, most teams are working from home and yeah, we’re heading into a depressing recession which could easily turn into a full-on economic depression. But what all this means for B2B Tech is largely a mixture of guesswork and TBCs. 
Time to bury bad news?
Some B2B Tech leaderships have made early decisions which they hope will prove prescient. IBM and HPE are reducing pay and laying off tens of thousands, in a move many see as one they were going to have to make anyway. Unicorns are not immune, with Uber announcing layoffs and UK neobank, Monzo, suffering a difficult down round as its CEO moves sideways. 
These are all just the opening gambits by boards who really know very little about how their customers will behave and buy in a few weeks or months from now, never mind years or decades. The uncertainty of what the new different is, like the virus that caused it, is now endemic. There is just no sure way to know what your customers’ customers will do.
This means, for switched-on marketers, now a great time to experiment. Our continuing conversations with the top tech decision-makers has seen a wide variety of responses. They range from doing nothing much to trying a little of everything. As Positive often acts as additional ‘heads and arms’, this is the response we are rallying behind. 
Here are just three recent responses, which may help guide your response to the different economy B2B tech is about to inhabit.
Exploring new options
Business development teams will notice taking the office commute out of the workday is having some positive impact on their ability to hold sales conversations during the lockdown. Many of us are ‘Zoomed out’ and much as we love our colleagues there is only so much interaction with postcard-sized versions of them which adds value. Our teams are having conversations with prospects we have wanted to engage with for years. One recent discussion with the EMEA lead for a CyberSecurity player proves there is little to lose from fresh ideas. While some excellent branding work was underway, the exact customer messaging coming from the US-based corporate team was off. As always, more communication leads to a deeper understanding of needs and this, in turn, creates opportunities. We suggest some social listening of local micro-influencers to fine-tune her imminent campaigns.
Poised to comeback
One CMO, whose company completed a major fundraise late last year, told us she was halting all new projects until Q3. She also had to assume field responsibilities for colleagues who were exiting the business. She saw her board’s decision as understandable but shortsighted. Her experience of previous top-down ‘haircuts’ has taught her kicking off brand new projects is way slower than picking up the pieces. Using this knowledge, she has cannily ‘mothballed’ the work, ready to start up again fast in the second half. We are standing by, ready to go as soon as she is.
Radically different
Another scale-up who has early market traction and is in-between funding rounds has used the downturn to rethink its Lead Gen strategy. Pre-lockdown its primary source of leads were third-party events, where it met the mostly financial sector prospects it would convert to leads over the next twelve months. With this source of leads now dead, it is accelerating plans to develop its own community. We are now working on a new community-building programme using ‘virtual dinners’ to replace the In Real Life executive dinners which typically kick off such Category defining moves. From both our perspectives, success means trialling brand new event technology, pairing that with tried and trusted social drip campaigns and creating massive amounts of value for a community which exists only in our heads and a few slides at present.
Our motto for this project is ’Fortune favours the brave’ and this experimental approach, taking on a new team of advisors for a new reality typifies the one certainty from this interesting year. Doing the same things post lockdown as we did before, could be as deadly for business as this plague has been for too many of us.
In our last newsletter, we wrote about how to experiment and come back strong for the new normal, whatever it is. You might want to check this out, too!

### Coming back strong - marketing in the post-pandemic world
Thoughts from Positive CEO, Paul Maher
COMING BACK STRONG
I want to share some practical thoughts, as to how we may not just survive, but actually emerge stronger from the current and coming recession downturn.
We started Positive in the 2008 recession after persuading Facebook not to hire me. Some would call that unfortunate, I think it was a blessing. A dozen years on, the Positive team we’ve built has served over 100 clients acting very much as an extension to internal talent, saving them hiring and program costs and adding creative ideas to build their brands.
We both know ours is a critical industry, we know the need for automation and efficiency as the markets slowly return will only increase the need to adopt innovative enterprise technology. I also know from three financial crises, those who adapt best will win in the long term. This optimism is why our firm is named Positive.
Over the last few weeks, I’ve been asked for advice by concerned clients and funders of the firms we work with, “What can we practically do to increase our chances of success?”.  Here are five practical steps which we have worked on over the last 30 days. Positive cannot help with every setback we all face. These we can and fast.
 	Plan a sales-focused Q3/4 comeback
We see savvy teams using their time ‘away from the frontline’ to sharpen their messaging for the new realities of fewer, more budget-conscious B2B buyers. They know, rewarming existing messages looks very old. To stand any chance of resonating post the crisis, they are working on fresh messaging. This will talk more directly to issues like cost-effectiveness with depleted resources, flexible working patterns and agile supply chains. This is urgent work.
 	Experiment tactically
Marketing teams are depleted because of illness and isolation, cashflow crunches and sales paralysis. More buyers working at home, means ‘content fatigue’ has set in. Traditional tactics like syndication and webinars are more prone to accelerating ‘unsubscribes’,. Eye-catching gifs, educational podcasts and social build vendor-specific communities.
 	Reallocate ‘postponed’ event budgets to digital with care
This obvious move has seen marketing teams create a deluge of samey product-led digital content. Very little has cut-through. Less can be more. When business ‘wakes up’ again in Q3 and Q4 new winners will boast stand-out, personalised content. Anything less is being unsubscribed to at accelerated rates.
 	Keep PR delivering (without ambulance chasing)
PR has been massively undervalued of late. Now there is heightened value on expert  information and increased news consumption. Positive clients, especially, those with data have succeeded in making themselves directly relevant to the debate. Some are experiencing their best ever PR results and building their brands, while others sleep. The effect on internal morale on great PR results is also a massive win for hard-bitten sales teams.
 	Help Marketing teams to deliver as business returns
The mix of inhouse and external skills comes under renewed scrutiny as normality returns. This can add to the mental burden of under-pressure internal teams, who need to turn every dollar of marketing spend into probable value. Adding experienced external advisors, with insight into which tactics and messaging others are succeeding with, helps teams deliver projects on time.
I want to end by reminding you the Positive team stands ready to support you as your needs change, as they no doubt will. We are not going back to business as usual. We have taken the time internally to skill-up on the latest digital technologies which we can offer clients.
An offer
As we exit these uncertain times, it can help just to talk things through. Don’t be afraid to lean on us just a little harder for changes in strategy, pivots in positioning and even just to remind the world you too are open for business. Because we are both in leadership positions, I am booking 30 minute catchups without an agenda to discuss any areas of the business you feel need attention as we exit perhaps the biggest business disruption either of us will face in our careers.

### Talking Category Design with Balderton and Crane
At Positive, talking about Category is what we do.
We often provide strategic Category Design counsel to our clients, many of which are investee companies of well-known venture capital firms. Recently, we partnered up with Balderton Capital and Crane Venture Partners, to speak at a workshop they hosted on Category Design. The workshop, held at Balderton's Kings Cross offices, discussed the journey from finding product-market fit to Category leadership. The audience was made up some of the greatest early-stage tech founders in the world.
Paul Maher (founder at Categorical and Positive) presented – detailing why startup founders would want to embark on Category creation and provided some tips as to how to go about it. The presentation was followed by a panel of leading SaaS CEOs & executives from Darktrace, Onfido and Tessian.
I was in the audience, listening and taking notes. Speaking to many investee company founders throughout the evening - I've taken Paul's speech, had it transcribed and extracted the main points:
WIFM?
"Three reasons, early stage, you want to attract the best talent and you want to have a distortion of reality that means that your vision is very compelling, more compelling than any of your competitors, and preferably, and we'll say this again and again, different not better. Have to be different. Better doesn't count. Why does it not count? Because at the end of the day, someone would be better than your better, and it becomes a race to the bottom.
If you define reality, if you say to Gartner, "Thanks for your 180 magic quadrants. I don't want to be in your magic quadrant", you have a shot. So, build a reality distortion field. Commit the team. Something that... in our engagements, and we were consulting this morning with a large FinTech, it has raised 230 million and it's on its way to its next raise, they have to get their team committed to the Category. If they don't do it, they'll get picked off. They know it, we know it. It's part of the game. So get the team committed to the Category. If you need to, certify them, sit down with your points of view, stick a video camera on them and say, tell me the point of view. Trust me, it works.
Lastly, and most importantly, and the reason that we are in these fantastic surroundings here, is eventually there's an exit. Okay? At exit, you want the best economics and hopefully, I can prove that you'll get them with a category. This is my favourite type of market, zero billion dollar market. Nobody in it. Nobody's to say, you need to be in that magic quadrant, you need to play catch up".
Think Taxonomy
"Taxonomy. One of the things about a category and how you make it sound different is literally making it sound different. Right? Have your own words that you can imbue with meaning that means something that's very relevant to the category and maybe not relevant to any of your competitors. We do this all the time. We have a separate taxonomy. I think we created two brand new terms in the payment space this morning for our client, and that's basically how you do this. You don't want 20. They've got to be concise, but build that taxonomy and stick it in your PowerPoint".
Eliminate Zeds
"Zeds, an important concept from the book. I think that's because Americans say Z's differently to how we say zeds. So they think we're sort of weird for saying zeds, but in any case, in the book Play Bigger, zeds are really negative, sort of looking at the ground, life's really hard, another day at the office type people. Okay. Zeds exist in every business. I know. I've run a few. The zeds will hide and they'll hide till the very last minute. A typical time when a zed comes out in a category engagement is just ahead of strike. And I've seen this a million times. So typically, let's say the sales guys are the zeds. They will go along with the marketing bullshit all the way through category until it comes to strike.
And then when they realize and they've been educated, that strike's going to happen, no question, the CEO's bought in, all of that selling to their friends stuff may need to stop. That's when they panic, and they'll lay down an ultimatum. I've seen this one happen, which is, "We can't sell this shit." Well if you can't sell this shit, you're not on board with the category. You've got to expect them to come, find them out, ship them out".
STRIKE!
"Finally, strike. The most important thing about a category, because we're not just doing this for hypotheticals, we're doing it for real. We want this to have a needle-changing momentum for the business. So set an aggressive strike goal and do not let that waiver. The typical problem here, products, engineers. Why? They don't like to be told there's a deadline that really means something.
So I've seen this one as well where it's like, strike one. And by the way, at Mercury, we did like 11 strikes before we got bought for that big multiple. Just before we're going to do our second strike, the product team rock up with, "We can't hit the deadline." So respect to the CEO, he said, "You can't make the deadline. We'll go without you. We'll do a strike that doesn't involve any new products at all that just involves some announcements we're going make about services, some new ways we're going to market. Tough shit. You've missed it." Guess what happened next time we had a strike. They were begging us three months from strike, "Can we please get our products in?" And at this point you're like, you guys going to make it? "Yes, we'll make it." So hit the strike. Do it aggressively. Don't be silly. Make it aggressive and you'll succeed. 
And at that point, ladies and gentlemen, that's all I have for you right now. Thanks".

### COVID-19 and Marketing: Balancing risk and opportunity
As the world is now realising, amidst COVID-19 uncertainty, business as usual has become somewhat unusual. Food shopping delivery apps are encountering unparalleled demand, mobile networks are constrained in bandwidth and home office supplies are shifting at rapid speed. And yet, global supply chains so far are coping with fulfilling demands, a variety of goods are moving between borders unfettered and at the moment the majority of the population remains well and healthy.
While the novel strain of Coronavirus is causing the cancellation of almost all public gatherings and forcing any who can to work from home, business goes on, albeit in a different form.
Change ahead
While workers around the world are making the best of the situation, society as a whole expects further impact from the economic downturn caused by COVID-19. Thankfully online productivity has already evolved through natural competition to now enable better business computing, higher levels of connectivity and collaboration through free online conferencing tools, social media and messaging apps. Still, dealing with the ‘new normal’ will require both concerted effort and agility to respond.
The incoming period of change and uncertainty will directly impact business plans. Startups now operate in an even less certain climate, venture funds like Sequoia are advising firms to reign back spend and for many SMBs and Mid-sized Enterprises ambitious growth have been shelved in favour of consolidating revenue. In specific industries, events have been replaced with online interactions and retail and hospitality are seeing footfall decline to a trickle. However, in the modern day of primarily tertiary economies, the businesses with the biggest revenues drive these almost entirely online.
Darwinism at work in business
Businesses’ sales and marketing functions face particularly stark challenges but in a competitive environment this will conversely create opportunities for those that adjust quicker than others. Business audiences will be especially sensitive to tone of messaging at this time, but will also be on the lookout for advice and help to guide their organisation through the storm. Some key points that organisations could consider when planning their marketing strategies in the coming weeks include:
 	Drive greater return from investment - In the face of potentially declining revenues, organisations of all sizes need to maximise the value they receive from marketing spend. For any new campaigns, this means having clear SLAs in place relating to business objectives. For existing campaigns, tracking the progress of campaigns and how they relate to business success will be more imperative than ever. As previously unmeasurable offline experiences move online, engagement will become more measurable for marketing teams so they should make the most of this new wealth of data.
 	Don’t be content with static content - Content can no longer be siloed to a corporate whitepaper isolated on a company website. Through necessity, business content has continually evolved in recent years to be more accessible on a wider range of mobile devices. This content also now needs to work harder across multiple customer touch points to engage audiences with shortening attention spans. Educational, emotive and relevant content will be invaluable to engage business decision makers needing concise, actionable advice.
 	Give sales teams the ammunition they need - Sales teams will be under even more pressure to drive and convert leads in a sceptical business climate. Sales professionals that target customers based on their unique needs and nurture relationships over this difficult time will be remembered. Similarly, generic salesy messages will be remembered for the wrong reasons. This means hyper-relevance should stand above all else. Content such as thought leadership and clear product information mapped to each customer’s pain points will be invaluable to nurture relationships and engage with prospects working remotely around the world.
 	Raise the bar on content quality - The average CMO or Marketing Manager is used to a buzzy office environment and the rapid pace of doing business on the move, predominantly on mobile devices. Now, with the vast majority of senior marketers working from home, they are experiencing a rare phenomenon - peace and quiet. This means that former “quick skimmers” will be reviewing content in depth, in critical detail on large screens, laying any errors bare. Marketers and agencies should use this opportunity to raise the bar on content and documents requiring approval to demonstrate greater value. They should ask themselves, “If I now have more time, why wouldn’t I get this right the first time?”
 	Listen closely to social and messaging apps - Most organisations have a clear social media policy outlining how employees and senior executives should behave online. In the coming weeks responsible practice on social networks and messaging platforms will be key. These networks will be intensely used to promote the sense of community that self-isolation denies. While brands face increased scrutiny for tone-deaf responses in a major health crisis, there is also significant opportunity for those with the right approach to engage with attentive audiences. Remaining concise, knowledgeable and respectful in social media conversations creates a solid foundation for generating follow up business conversations.
In times of uncertainty the best laid plans need to be revised but with a focused, proactive and responsible approach to marketing communications organisations can give themselves the best chance of success to navigate tumultuous times. This requires more than self-preservation, marketers need to do what they do best and engage with a wider community with relevant, factual and beneficial content.
If you are a technology business and need any help adjusting your marketing and PR plans at this difficult time we are offering free 60 minute consultations to advise and answer any questions. Please outline your current objectives and challenges in a message and contact us at: https://www.positivemarketing.com/contact-us/

### Building a category, part two - when to build and when to buy
As previously explained in part one, tech Category-building is hard, slow work. For B2B tech brands, Category leadership doesn't come easy or fast.
 To earn this in the eyes of the tech world, you need to have employees onboard and bring customers with you as you build world-class content into every stage of the customer journey. 
It all starts with a core story, or Point of View. Category-definers start strong and don’t let up. They have the sharpest headlines, attention-grabbing websites and crucially a distinctive and (mostly) defensible Point of View. There are no prizes for “sorta compelling”. Your POV needs to hit right between the earlobes. It needs to be emotionally charged and strikingly different.
Your stories need to start strong, because initial awareness prompts interest which leads to conversions. To really change the world’s view and build your category, follow-on messages need to remain consistent. This way as your solutions achieve widespread adoption, with luck and skill, early customer success will elicit longer-term satisfaction. This in turn will be mirrored in customer references which achieve a flywheel effect to build the Category out.
Loyalty is what powers Categories over the long term. It builds slowly, a single monthly, or annual re-up and upsell at a time. Sounds straightforward? It would be if B2B marketing teams were given the unlimited budgets and had the decade-long horizons of many of their B2C peers. Which of course, especially in these times, they do not.
Except for a decreasingly small handful of global players, few have the large in-house teams to handle every customer touchpoint from billboards to print, to digital and experiential marketing. But it may be that all of these skills are needed to build your Category. 
Even with the numbers, talent with the external perspective to power brands through the phases of Category Creation is rare. That’s why, in our experience, demand outstrips supply and most scale-up, and almost all startup, B2B tech firms cannot justify hiring directly to build their Category fast. So it makes sound business sense to work with teams with the range of skills needed for Category domination, whatever the most effective tactics. 
Help is at hand
At Positive, from the outset we designed our business to fill the skill gaps in the Category execution processes. We integrate skills across teams, rather than specialising in limited  skill sets leading to a pyramid structure where seniority is literally based on time in post, like in legacy PR or content firms. 
B2B tech marketing leaders need to constantly balance the right external skills with their internal-available skillsets. So we are diverse. We recognise the value of both sound counsel from those who have been there and done that, as well as the need for digital-natives to recommend and implement the latest smart ways to engage digital-native buyers. 
Category growth is a long-term and non-stop objective. Every working day, and under lockdown, every single day, all B2B Tech marketing and sales leaders live with this tension between the skills available from their internal tech marketing teams and the fresh thinking needed to push their Category to the next level. Assessing where each of your products or services is in its journey to market domination at any given point is critical.
Next time, I'll talk about what to do if you have started up and scaled up and your challenge is pivoting or refreshing your category.
 

### Your second bite of 'snackable' content
An oft-quoted Microsoft study claimed the human attention span has shortened from 12 to just 8 seconds. 
While the exact source of the data has never been corroborated, it shows two things. One, the claim that attention span is shortening is uncontroversial and taken at face value by the likes of Time magazine, the Guardian, USA Today and the New York Times. Two, having short and memorable takeaway phrases from content is useful in promoting content.
The buying journey has changed forever as a result of purchases moving online and increased use of mobile devices. Rather than a linear approach when buyers move straight from consideration to a final purchase, consideration is now a cycle that involves multiple touchpoints, mediums, devices and people. Users seek out content to reinforce decision making at different points of consideration - whether this is a product review, blog post, news article or social media post - and this is always available on a screen they carry round in their pocket. The modern user refers to many different types of content in the process to sale or action, each of which are getting smaller in word count, more visual and as a result are increasingly shareable between peer networks.
Modern organisations are now realising that creating short form, easily readable and emotive pieces of content from longer form content drives engagement and allows them to engage with audiences across a wider range of channels. Developing an in-depth whitepaper is a great way to logically outline a key offering or educate the reader on a particular issue, but this content needs to be used in a “one to many '' approach taking out key stats, issues or emotive quotes to reinforce the decision journey. This approach also works well for both online and offline interactions - “snackable” material is equally good at creating memorable soundbytes for real world conversations as it is sharing via social media platforms, where long form content is actively discouraged.
We have been working with our clients to create more ‘snackable’ content, sharing insights and practical next steps/checklists in easy digestible parts to drive engagement and customer acquisition. We have already seen some great initial results and are looking forward to moving to the next stage with more content reaching more key audiences.
So are you ready to take your first bite out of snackable content? Get in touch with the Positive team to discuss more.

### Master of keywords, master of blogs?
We are now officially in the future, 2020 is here. With that in mind, I thought I'd revisit a topic close to my heart – SEO-driven content writing. As we know, SEO trends change very regularly. Perhaps one of the biggest changes SEO-driven content writers need to bear in mind this year is the introduction of its Bidirectional Transformers for Language Understanding (BERT), revealed by Google in October 2019. 
BERT is Google's neural network-based technique for Natural Language Processing, known as NLP (not to be confused with Neuro Linguistic Programming, which is something entirely different) and promises to seriously shake up the way we search today. According to SEO guru, Moz:
"...it’s important because it deals with the very fundamentals of how people search...Affecting one in ten searches, BERT gives Google a better understanding of how language is used and helps it comprehend the context of individual words within searches. The important thing to know about BERT (and also RankBrain), is the fact that you cannot optimize for it.
BERT is just one signal of how Google understands language, but it is one of the most important in the search engine’s arsenal. This means that now more than ever, webmasters and SEOs alike must focus their efforts on creating the most useful, natural, and highest-quality content."
In short, it has now never been more important to write quality content for those intended to read it.  So, for 2020, keep your content high-quality, natural and make sure it makes a true effort to solve the issue it's highlighting for the reader.
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I’ve said it many times and I’ll say it again. SEO is strategic. It has to be. It cannot be reduced to a mere tactic when so much depends on good SEO in today’s hyper-connected world. Google alone receives over 63,000 searches per second on any given day.
The key terms which a business ranks for are intrinsic to its success. Fail to ‘rank’ and you’re almost not in business. It’s like having your shopfront covered over, if it can’t be seen, as far as the consumer is concerned, it doesn’t exist. 
This a blog about blogs but the strategic role of SEO is important to bear in mind.
For some time now, SEO agencies have been expanding their services, quite rightly, to include the creation of the very content they will then go on to imbue with SEO goodness. (Technical term ?). It makes sense for SEO experts to build a website, for example, or help a business work out which search terms it should rank for. But what about other marketing content?
Why only play a small part in the content journey? After all, with the need for so much B2B marketing material in the world right now, the opportunity is certainly there – 60% of marketers create at least one piece of content each day. With so much content flying around, some of it needs to cut through, SEO can help with this.  
Positive is not an SEO agency. We realise that SEO is strategic. We have some SEO expertise but our roots are firmly journalistic –  while they may not seem as rad and modern as search agencies we believe there are some serious downsides to this new search agency content creation model. 
While search agencies certainly have their place, do SEO skills perfectly prepare you for content writing? Can SEO agencies create better content than marketing and communications experts? 
Let’s investigate. 
SEO uses the rearview mirror
Sure, SEO is strategic, but the issue with keyword selection is largely based on historical search volume data. This may not make a huge amount of difference to your business, but if a trend you’ve hung your hat on changes, you’ll need to pivot quickly. 
Sadly, SEO optimization is anything but fast. Type any search term into Google Trends and watch the chart plot all over the place as search volumes naturally differ over time. The challenge for B2B marketers, and SEO agencies alike is to have an idea of how their market, and therefore search terms will inevitably change over time. This is not as easy as it sounds. 
As the speed of business today continues at pace, so will the need for consistently different content with the power to cut through. Remember, where you are today is but for the grace of God. That can and will, easily change. It’s nice to see where you’ve come from. But it pays more to be looking forward. 
PR people, are the opposite. With their fingers firmly on the pulse, they understand the news agenda, what is driving it and its relevance to a number of different audiences at any one time. A glance in the rearview mirror is smart every now and again, but, focus should be on today and what’s around the corner. 
Don’t be a non-technical turnoff
Subject matter knowledge plays a huge part in creating a piece of content which cuts through to its intended audience. In order for this to be effective, its searchability plays a part. However, there are many other issues to consider. 
 	Which message does it attempt to deliver?
 	Is it the correct tone?
 	Is it too salesey? 
 	Does it provide actionable advice?
 	Does it have readability?
 	Is it technically correct? Is its advice sound?
 	Is it in line with the issues the potential buyer is experiencing?
Positive specialises in B2B technology because it’s hard and incredibly interesting. Tech purchases are complex and costly. To cut through, with any given subject, it’s impossible to hide. Today, to carry out effective B2B marketing, you need to know your stuff. Stuffing a blog full of keywords may get you seen, but if the content fails to demonstrate knowledge and understanding of the buyer’s issues, you may as well have not bothered. 
But what if I’m ballsy enough to create my own market?
Then good for you! Positive will always support you. This links to the first point, but is an important one, particularly for startups or those trying to carve out their own niche. Often, going out on a limb and creating a new category means you may not want to rank for the same keywords as before. Indeed, you may want your content to be seen by people who are not aware a totally new category of business exists. How can an SEO agency help with that? 
As I’ve said, keyword searches tend to look in the rearview mirror - which is great if you want to become a ‘me too’ in an already crowded market, where your ability to get customers switched on to you depends on how much money you pay Google.
If it doesn’t read well, have you even written a blog?
In the quest to rank, often the object of the piece is forgotten: to be read. This is where SEO agencies often fall at the first hurdle, by focusing on how the piece will be found, rather than whether it reads well. 
Those with classic journalistic skills and an understanding of the news agenda have the ability to create a good read, not one littered with random and repetitive key terms. 
In today’s quest to cut through, playing with keywords is certainly a part of getting your content seen. But it’s a small part. Today, B2B businesses are fighting against multiple competitors for ownership of increasingly more valuable key terms. 
Personally, I’d prefer to have an excellently written blog, and have something to say about how it can be proactively promoted to a target audience, than worry too much about how easily it can be found. Times change, and it’s not always smart to look in the rearview mirror. 
So, when you’re writing your next blog, think about these four key points: 
 	Do I understand enough about the business problem my audience is trying to solve? 
 	Can I write a solutions-focused piece which demonstrates an understanding of the wider business issues? 
 	Can I do the above two without being promotional, or use meaningless marketing or business-speak? 
 	Can I make the thing readable? 
At Positive, we pride ourselves on our ability to be able to tick each of these points. Our aspiration is to write as well as The Economist. We love it so much, we use its style guide as our writing bible. 
If you’re struggling with getting cut through. Get in touch, we can help!
Don't agree with us that SEO is strategic? Just leave a comment below!

### Building a category part one - defining a tech brand is hard
Enterprise Tech marketing’s deciding factor. When to build and when to buy
Building a Category-defining tech brand is hard, slow work. Greatness doesn't come easy or fast. Category-defining B2B tech brands, those worth working for and with, demand world-class content across every stage of the customer journey. 
Their stories need to start strong. Initial awareness to prompt conversions. Then, if they are to change the world and build their category, their follow-on messages need to stay consistent as their solutions achieve widespread adoption. Only then, with luck and skill, can this early customer success be mirrored in the quality customer success content they need to elicit longer-term satisfaction. 
This loyalty is what powers the Category they’ve created as it slowly builds, one re-up, expanded renewal and upsold deal at a time. Sounds straightforward? It is, if marketing teams are given unlimited budgets and time. The reality is, except for a handful of global players with large in-house teams, the range of skills needed for Category domination is likely to outstrip what most tech firms can justify hiring directly. Talent with the external perspective to power brands through the phases of Category Creation is rare.
Help is at hand
Fortunately for Positive, from the outset we designed our business to fill these skill gaps. We understand B2B tech marketing leaders need to constantly balance the right external skills to their with their internal-available skillsets. 
This process never ends throughout the Category growth, which means marketing and sales leaders live every day with this tension between the skills available from their internal tech marketing teams and what they need at any point in time. Assessing where each of your products or services is in its journey to market domination is critical. 
Our advice? Break it down by stage in your Category’s maturity. 
Here’s how to start.
Startup - You’ve got to Breakthrough
SKILLS GAP: At the offset, almost everything seems urgent and important. From those first customer acquisitions to sales support materials. From analysts meetings to lead generation and attending the right events, all seem critical if you are to ‘punch above your weight’. Bold decisions need to be made but previous playbooks may be too timid. 
At the same time, pressure is on from many sides. Customers, even those just sampling freemium products, are taking a risk on you need their buying decisions validated. Showing progress to investors means doing the right things. Accelerating decisions and avoiding expensive mistakes is a tough balance to make. The core skill needed is decisiveness.
KEY ADVICE: Hard as it is, take a breath. Trying every tactic at once is the opposite of a strategy. Ask where your first customers will learn about you (likely third parties like media or analysts). Determine which messages early adopters are receptive to and take time to build a sold Point of View. Do not dump all your budget in one tactic, Equally do not underfund tactics, like PR. SEO and content marketing, which can build Categories faster than others which build over time, like analyst relations, inbound marketing and event sponsorship.
SUGGESTED SOLUTION: With luck, the first few marketing hires will bring experience of start-up culture working pace, a broad range of technical skills and a decisive bias towards action. Quality external writing, which balances in-house ‘Kool Aid’ with the ability to crank the content early market influencers devour, is the ideal first external addition. Start-ups need to think hard about external suppliers’ scalability. A one-person operation cannot scale if his kids are ill the day you have your breakthrough press interview lined up.
NEXT TIME: How Scaleups and Enterprises looking to pivot need to weigh up buying or building their tech marketing capabilities.

### Positive talks to Jes Breslaw, Head of Marketing, EMEA and APJ, Couchbase
Heading up marketing for EMEA and APJ is no simple task - especially when the company is a leading NoSQL database which powers business-critical applications for B2B companies across the globe. 
Jes describes himself as a ‘sales-leaning marketing person’. His career has seen him work his way up in B2B Field Marketing roles, where he has always tried to keep close ties to the sales function of the business. Jes believes sales and marketing should be equal partners, without both sales and marketing being on the same page, he simply cannot do his job. 
Check out our full interview with Jes to find out how he approaches his work as a B2B tech marketing leader, as well as:
+ What is a sales-leaning marketing person?
+ Why the old war between sales and marketing doesn't need to exist.
+ How to align marketing messaging with what salespeople need on the frontline.
+ The metrics you might need to measure in 2020.
https://www.youtube.com/watch?v=owTqusPXvws
Want to find out more about how we think? Get in touch! We’d love to hear from you.
About Jes Breslaw
Jes Breslaw is an award-winning sales-driven international VP-level marketing leader with expertise in taking B2B tech startups to IPO/acquisition. He has spent over 20 years marketing technology and services around SharePoint, document collaboration software, legal technology, networking, security and storage. Currently, Jes running International marketing at Couchbase across EMEA and APJ.
Couchbase Server supports a wide range of developer languages such as Java, .NET, Python, Node.js, and Ruby, and offers a powerful set of features, including full-text search, analytics, and mobile synchronization. With Couchbase, organizations can seamlessly scale their applications, ensuring high availability and reliability.

### Lochhead on Marketing: The black art of trendjacking
In a recent podcast, Positive's fearless leader, Paul Maher spoke to former colleague and fellow marketing mastermind, Chris Lochhead about the art of trendjacking.
In case you may have missed it, have a listen to the Lochhead on Marketing podcast below and find out what the seven secrets of trendjacking are and how you can master them.
https://open.spotify.com/episode/6VKNvzRVdrra3olWVpUaE2?si=ho4DHlUzQ_ajtx0GxCEpFA
About Christopher Lochhead
Christopher has been an advisor to over 50 venture-backed startups, is a venture capital limited partner and a former three-time Silicon Valley public company CMO, entrepreneur, and co-author of two bestsellers: Niche Down and Play Bigger.
He has been called “one of the best minds in marketing” by The Marketing Journal, a “Human Exclamation Point” by Fast Company, a “quasar” by NBA legend Bill Walton and “Off-putting to some” by The Economist.
After getting thrown out of school, with few other options, Christopher started his first company at the age of 18.
He served as a chief marketing officer of software juggernaut Mercury Interactive which was acquired by Hewlett-Packard in 2006 for $4.5 billion. He also co-founded the marketing consulting firm LOCHHEAD, was the founding CMO of Internet consulting firm Scient and served as head of marketing at the CRM software firm Vantive.

### A Positive year by numbers
What a year 2019 has been. Brexit has got us down, Lizzo taught us to how to feel ‘good as hell’, scientists gave us a picture of a black hole, San Francisco banned facial recognition software, a kidney got delivered by a drone and somebody decided to point the direction of the compasses in Greenwich, to true north.  
Though, it’s also been a big year in B2B tech which means its also been an interesting year for Positive. As we look forward to a new year of great client results and increased growth, here’s a look at all of the things we’re proud of this year. 
Three fresh faces
Boomi - In September, Positive formally onboarded Boomi to its client roster. We’re focused on making a serious impact for Boomi and have already gained more results in the UK than they have had throughout the whole of 2018.
Optimizely - Positive is thrilled to work with Optimizely, one of the Valley’s hottest tech Unicorns. With $251m investment behind it, it approached Positive to lead a research-led marketing campaign focused on the power of experimentation for the world’s increasingly digitally-focused businesses.
Couchbase - Sometimes, old is gold. Couchbase approached Positive to help it gain more mindshare among the UK’s community of Enterprise Architects. Positive responded with an innovative (if a little throwback) Direct Marketing campaign which delivered the building blocks for success straight to the desks of those Couchbase needed to reach. 
574 articles to celebrate across our PR client portfolio
Here are just a few of our best headlines...
 	Altify’s AI is Your Sales Coach, But No Substitute for a Human Touch
 	Post-CRM: data helping improve enterprise sales execution and performance
 	3 Cloud Computing Stocks for Tech Investors to Buy in the Fourth Quarter
 	Ransomware attacks like WannaCry that crippled the NHS in 2017 have halved in the UK in the past year
 	Black Friday UK: just one in 20 discounts are genuine, research finds
 	‘QUANTUM APOCALYPSE’: HOW ULTRA-POWERFUL COMPUTERS COULD CRIPPLE GOVERNMENTS AND EFFECTIVELY BREAK THE INTERNET
 	British Airways brought down to earth by latest IT failure
 	CAST links arms with Software Heritage to tease out your open-source ancestry
 	EfficientIP unveils world’s first edge DNS Global Server Load Balancing solution
 	How organizations can better defend against DNS attacks
One award
 
IN2 Sabre award. Positive gained a gong in the ‘Oscars of the PR world’ as the overall winner in the earned media (digital or print) category, for B2B IN EMEA. Find out more about how we did it, here.
One new home
 
Positive has, literally, moved up in the world. Still, in our spiritual home of Hammersmith, we have moved to bigger and better offices, across the road in 1 Lyric Square. Make sure you come and visit, the views from the 13th-floor look across the whole of London.
All in all, a pretty good year for Positive and it's clients! Want to know more? Get in touch with us, below and in the meantime - have a very Merry Christmas and a happy and prosperous new year!

### How to cut through conferences
“I would rather have a tooth pulled without anaesthetic than go to the Excel centre again” as one journalist put it to me on the phone.
 In other words, it’s safe to say conferences, conventions and expos can be polarising experiences which not everybody is a fan of.
All the big names are there to sell, the press is on the hunt for the next big story and thought leaders are trying to lead everyone’s thoughts. As someone looking to put your best foot forward and get your business’ name out there, how can you make the best use of your time at an event?
Fail to prepare…
...prepare to fail. With conferences and events lasting only a day or two, making arrangements on the day is far too late. To make the most of the limited time (and space!) it is best to start catching up with any attending clients, members of the press or new business prospects a month before the event to make sure there is room in everybody’s diaries. Act fast to secure the best interview rooms or face ruining a journalist’s audio recording with background noise while you shout to hear each other over a plastic garden table.
Also make sure in the days before the event to scope out any talks, seminars or workshops which promise to be popular. Sign yourself up if this is an option to guarantee yourself a seat and avoid standing on tiptoes on a nearby vendor’s stand trying to see the stage.
Take note of the keynote
Event organisers go out of their way to ensure a BIG name will be headlining the main stage on the first day. Whether it be an astronaut, former head of an intelligence agency the latest whistleblower, all good events have a speaker who will get people out of bed in the morning.
Their speech will doubtless be written to create headlines so everyone will be listening to what they have to say in the overcrowded. So, listen to what they say to. Find the centre of the Venn diagram where their talking points relates to your own narrative. Use this when speaking to others to emphasise how relevant you are.
Break free
‘Plan your day!’ This is the plea of hundreds of flyers trying to persuade you to put a copy of the day’s schedule into your hand. Conferences can be jam-packed with talks and workshops, creating a sense of urgency to educate yourself by filling your day with as many - let’s be honest - lectures as possible. This would be a mistake though.
With some events lasting a single day you’d be surprised how conferences can concentrate people into one place and time. You might not be able to get into the press room without your agency arranging an elusive press briefing. But, by taking the time to explore the venue you might be surprised how many impossible-to-reach new business prospects or journalists appear, the same people who may have even told you a few weeks before they were definitely not going. Suddenly you have the perfect opportunity to bond over ludicrously expensive lunch options (“Seriously, £8 for caesar wrap?”) and the latest learnings from the day (Do say: Have you ever heard of Bring Your Own Application? Don’t say: Stand B35 has free beer if you pretend to be interested in them).
To sum up, plan your time at the conference in advance to maximise your opportunities to fill your day with valuable conversations and interactions. Then, plan your day again once you’re at the event to fill any gaps in your schedule. Then, take whatever breaks you have to explore the venue and see who you can bump into. Afterwards, follow up with everyone you met via email, keep the conversations going. Then, take about a week off to de-stress before you prepare for the next event.
Or, if this maybe sounds like a little too much, just hire a PR agency to take care of the day for you...

### Spinning straw into gold: how to turn product news into a story
Your company is thrilled to announce the release of a new product. 
Many teams have worked together for weeks or months to make it possible, your customers are starting to hear about it and can’t wait to try it, and serious budget has been allocated to its development. All in all, it’s great news for your company, and understandably you want to share it with the world - ideally, you want the media to cover it. 
Unfortunately, the media are often not inclined to cover this kind of news, especially in the UK where journalists are spoiled for choice. Unless you work at Huawei or Facebook, chances are that your product news is not, in itself, news.
This is a challenge all PR teams will encounter not once or twice, but very regularly during their careers. The product might be ground-breaking, and customers may benefit from implementing it. But does that make it easier for the PR to sell to the press? 
No, it doesn’t. Unless they know how to turn it into a relevant story for the media. 
A journalist friend once told me “I don’t care what the story is to you. All I want to know is why it matters to business”. 
So why does it matter to business?
It’s common practice, in tech media, to avoid covering a single vendor’s product - not only because such announcements are a dime a dozen, but also because singing a single vendor’s praises with no further context can be perceived as editorial bias. What journalists - and their editors, and their readers- want to know is, how will this affect businesses? How does this bring value to the decision-makers among their readership? 
Your PR agency should not lead you to believe that simply wiring your product press release will result in valuable coverage. If they do, question their judgement. Your PR agency should be thinking hard about how they will make journalists view about your story as a relevant piece of news for the wider business sector, and how they will make your news worth publishing. 
Spinning a yarn: What makes this news news?
If the new product is a fresh and exciting technology, then you’re in luck. Journalists in the tech space are always curious to hear about the latest advances, and if your company is the first to launch a differentiated, ambitious solution it will surely get some interest from the tech media. But even if it’s nothing especially new, the story around it can be, and it’s all about how it impacts business. Should a customer implement your product, what will they gain? Will they save man-hours or money? Will they eliminate a particularly nagging complexity in their operations? Will they avoid future errors stemming from human oversight? Will they be able to offer their customers something their competitors don’t? Ultimately, think about it in CEO terms: how will it impact the bottom line? A good pitch will give journalists the news boiled down so that the important business issues become clear, concise, and don’t stink of product placement.
The news industry does not work in a vacuum
Consider what the journalist needs. They might be working to a deadline, swamped with news they need to cover by the end of the day, or they might be manning the desks all on their own because everyone else is on holiday. They might have another pressing assignment, or they might be on their way to a conference. Almost certainly, they will not have time to pore over your press release and extract the relevant news, never mind write a full article about it. That’s where PR swoops in to help. Will a contributed article on the business issue the product solves make life easier for the journalist? Would your announcement’s relevance be best explained through a short phone interview? Or is the journalist so swamped they’d rather send a list of questions, and receive your answers back in writing? PRs should work with journalists so your announcement becomes content that they can publish, with minimal fuss.
Timing isn’t everything
The journalist is not as sensitive to your company’s timelines as you are, of course. It might not be convenient to publish your news today, even if your PR agency does their best. Do not be disappointed by this: what matters is not the date under the article, but the fact that it reaches its desired audience. Your PR agency should keep you in the loop as to publication dates and clear up the big picture. Some announcements are time-sensitive, and those might be expected to yield coverage in a day or two. Others, not so much, and you may expect coverage to trickle in through the next weeks. Others might keep resonating in the news in the months to come. All of those are just as valuable, and should be seen as part of the ongoing PR cadence. While product news is not automatically press material, this doesn’t mean it lacks value, as long as your PR knows what the press wants, and how the announcement will fit in the news agenda. After all, no one will ever believe in your news story as much as they do.

### The seven secrets of trendjacking
BE POSITIVE - The news happens anyway, why not be in it? Category leaders make rather than observe the news.
BE PROVOCATIVE To do this you need to recognise the very definition of news is what you DIDN’T know, or as William Randolph Hearst, the biggest news baron of the pre-Facebook world famously said, ‘WHAT SOMEONE ELSE DOES NOT WANT YOU TO KNOW’. Get creative and find out who does not want to know what you want to say.
PREDICT - IT’S CALLED A NEWS CYCLE FOR A REASON As well as great content, you need great timing. To know when is the optimal time to drop your bomb, you need to read patterns and become a news junkie, not an expert on everything from Celebrity Diets to Robot Brain Surgery, but at least stay across what’s going on in your sector. Preferably twice or more a day. Alternatively hire help, in the form of an agency or consultant who will.
PREPARE, PREPARE, PREPARE - Set the trap and give yourself options. So perhaps have a set of pitches for each eventuality. England’s new Prime Minister Boris Johnston, also until recently one of the UK’s highest-paid newspaper columnists wrote two versions of an opinion piece, one for and one against Brexit. This way he hedged his bets and prevented a last-minute rewrite, we do this often for clients who want to trendjack major Government data announcements, such as Non-Farm jobs, GDP etc. This brings us to.
BE PROMPT - ONLY EARLY BIRDS CATCH WORMS As a former journalist, dealing with hundreds of inbound calls each day, I would react to the ‘News no one else wants you to hear’ positively the first time. I also understand the second time a fresh angle is pitched, it is just plain old. Many of those who work on flagship news programs start their day earlier than the rest of the world. As the news rolls 24x7 it makes sense to make that early morning call or speak to Planning Departments the night before you drop.
BE PRAGMATIC - ORIGINAL BUT READY TO FLEX YOUR ANGLES - Ambitious and original trendjackers are luckier trendjackers. Flip your angle, be more counter-intuitive, find the perfect image to accompany your trendjack. Smartest of all, chalk up your failures, wait for the newscycle to roll around and point to a ‘Told you so’ prediction when it does. We regularly issue ‘Open Letters’ to regulators, government bodies or even the entire tech industry when we scratch on a trendjack, just SO WE CAN GO BACK. Predictions are hard, especially of the future. So better to make them early and forget those which don’t come off.
BE PERSISTENT - Recognise these perennial stories? They are not going away.
 	Users disappointed by tech outage
 	Record good/bad holiday retail sales
 	Sales of hot new thing breaks records
 	CEO under pressure from board members
 	Employment figure up/down last quarter
Notice how predictable these stories are?
Not succeeding first time is to be expected, but more is more. Remember there are a lot of newspaper pages to it and an infinite amount of blogs and social media which need killer, provocative content. The news happens anyway, you may as well have your say.

### Positive talks to: David Chamberlin, CMO, SonicWall
Being a CMO is not easy work. With great power comes great responsibility. The list of responsibilities a CMO has is increasing by the day.
Today's digital CMO needs to stay scrappy. Agencies today need to help CMOs and their teams achieve the goals set out. We sat down with David Chamberlin, VP and CMO of SonicWall, to find out what his day-to-day role involves, how he addresses the challenges he faces and what it takes to be a successful CMO today.
Too long to watch? (TL;2W)
For those of you who are time-poor and don't want to watch a 10-minute long video, don't worry, we've got your back. Below you'll find some short clips of our conversation with the CMO of our client SonicWall.
Want to find out more about how we think? Get in touch! We'd love to hear from you.
What does it take to be a B2B technology CMO?
https://www.youtube.com/watch?v=dP2-b4oLdEg
Banking vs. B2B tech marketing
https://www.youtube.com/watch?v=HZWBwgNJl8o
What's the difference between B2B and B2C marketing?
https://www.youtube.com/watch?v=sMdbs0d0b0w
What does the B2B tech marketing team of today look like? 
https://www.youtube.com/watch?v=Bh64QYR0THM
What do you look for in a team?
https://www.youtube.com/watch?v=0i8oo43oTe0
 
Why is PR so important to you? 
https://www.youtube.com/watch?v=2cMNfdWDDks
About David Chamberlin
David's award-winning experience includes having served as: the Chief Marketing Officer for one of the world's leading providers of cyber defense solutions; the Chief Communications Officer for one of the largest diversified financial services institutions in the US; the General Manager for two offices (Shanghai, China and Dallas) of an int'l consulting agency; an in-house consultant and VP of corporate communications at one of the nation’s most prestigious IT firms where he oversaw marketing and employee communications, advertising, and community, government and public relations; the head of global communications a $30+ billion global telecom leader; and the head of public relations and partner communications for the world’s largest issuer of credit cards with managed loans of $142.3 billion.
He has worked in a number of industries and has focused on developing global and domestic communications programs and teams that take advantage of his extensive experience in co-branding; community and constituent relations; data privacy and security; public affairs; gov't, media and public relations; social media; employee, executive, corporate and financial communications; crisis and issues management; product and services marketing; and corporate and financial communications in a number of the world's markets.
He currently serves as a member of the Responsible Information Management (RIM) Council at the Ponemon Institute, a privacy, data protection and information security think tank. He has served on the board of directors for the Dallas Regional Chamber of Commerce.

### Your Autumn reading list. TL;DR?
Let's talk Tech PR reading. As we return to our desks and head into the quarter where more enterprise tech is sold than in any other, the books we read on our holidays may challenge our assumptions and give us new resolutions. But what about those we did not quite get to on the sun lounger or with our sun-downers? 
There are only so many days in any holiday and downtime is supposed to be just that. In addition, many business books can provoke Too Long; Didn’t Read (TL;DR) syndrome, especially compared to the delights of social media. So it may very well be we read different books on our vacation than you. 
Here, then, In Case You Missed It (ICYMI), is our take on those business tomes we took away with us. We hope reading our irreverent summaries maximises your precious reading time, even more, valuable during this busy time of the year, where annual sales targets have to be hit now or never.
We like to take inspiration from lots of sources. Our library includes management books and span topics from psychology to business law, human brain biology and dream interpretation to Middle East politics and the existence of God. They also include one re-read, but hey, everyone needs to Play Bigger.
Secrets of Sand Hill Road - Scott Kupor
 	What’s it about? Scott is the ‘other’ brain in the world’s most prolific VC firm, Andreeson Horowitz alongside its ‘name on the door’ founders. His Legal brains close more deals in a year than entire countries. This is a real insider look on ‘How to’ fund your startup, the pros and the many cons which lie in wait of unwitting founders. 
 	Why bother to read? This book will help you understand why Silicon Valley has become such a flywheel of innovation and the petri dish for exciting Category leaders in B2B technology. A ‘must-read’ for anyone seeking VC funding or deciding on employee share options. 
 	Why leave on the shelf? While starting strong the inevitable complexity of private funding rounds and shareholder politics starts to slow the pace of the narrative. The core subject is, after all, corporate finance and corporate law. The intensity at which it is read will correlate exactly with your company’s funding needs.
Impossible to Inevitable - Aaron Ross and Jason Lemkin
 	What’s it about? - Lemkin and Ross have impeccable startup sales credentials at Salesforce and others. They claim to have developed foolproof systems for rapid growth, the sort that creates Category Leaders and to lay it all out in this much-feted book.  
 	Why bother to read? Sales are the beating heart of any business. Making and growing business in a SaaS world, where customer can and do walk away at any time, requires constant forward motion. These experts are sharing their hard-won expertise.
 	Why leave on the shelf? - If you have built or worked for a SaaS business some of this thinking will not be brand new to you. If you believe business success requires continuous learning this book is ideal to ‘dip in and out a shelf as sales leaders need to.
Play Bigger - Lochhead et al
 	What’s it about?- The instant classic ‘How to’ guide from the inventors of Category Design for B2B Tech. Lochhead’s humour sings out in this story of making it big, by thinking even bigger. A must-read for tech entrepreneurs looking to make a dent in this fast-moving, attention-deprived industry. No guilt about shamelessly re-including this.
 	Why bother to read? Still the best read on B2B Category creation on the planet. Wittily written and with more advice packed in than is given in most management degree courses. Silicon Valley startups often read just two books. If you have to read one, this is it.
 	Why leave on the shelf? European tech leaders skip this at your peril. The style though is very US and some struggle to make the equation between the fast-growth US and global startups. If you cannot ‘read across’, pay the price for the many European events to learn the same thing - albeit more expensively and slower.
Homo Deus - Yuval Harari
 	What’s it about? The futurist writer who plays to sold-out theatres globally on the state of mankind today takes a step into our AI-reliant future. If you agree that mankind is evolving, as you would from reading his previous book, Homo Sapiens, you need to know what happens next, right?
 	Why bother to read? Bragging rights. Most readers pick up this book, because Homo Sapiens, was so groundbreakingly different and an instant classic. The ideas here will for sure be reformatted by so-called progressive politicians for decades. Harari has clout.
 	Why leave on the shelf? Not as fast-paced and nimble as his previous best-seller. Perhaps sign the creative juices around humanism and modern society and geopolitics are running low. Maybe better to start and stop with Homo Sapiens and move on.
Consiglieri (leading from the shadows) - Richard Hytner
 	What’s it about?  - Anyone shadowing Europe’s leading ‘MadMan’, Sir Martin Sorrell, as this author did for over a decade at global dinosaur WPP, should know a thing a two about life in the trenches. Not all of us should, or can, lead. This book looks deeply at the understudies, the lieutenants or as Hytner calls them mafia-style, Consiglieris, of business.
 	Why bother to read? Very few books have ever been written about the crucial roles which report directly to the ‘stars’ who lead businesses. This one rings true and guides well with plentiful examples for the less emotionally intelligent.
 	Why leave on the shelf? An annoying use of A, to represent leaders and C, for Consiglieri or trusted advisor, is at times hard to follow. Examples are mostly British sportspeople and politicians. A little harsher editing and perhaps an illustration would make the, very quotable, advice easier to follow. 
Trillion Dollar Coach - Eric Schmidt
 	What’s it about? - The hagiography of Eric Schmidt who clearly had massive influence as the tech industry was being formed. In fact, this ‘secret weapon’ was shared by many top executive teams in the valley as a top advisor, especially on human factors and team performance. Remarkable because his background was in sports psychology, not engineering.
 	Why bother to read? The inspirational practical advice makes the book the tech successor to Carnegie’s classic ‘How to win friends and influence people’. If you need to work on your Emotional Intelligence, the Why and the How of ‘love your team’ is clearly set out and argued for. 
 	Why leave on the shelf? Some question if US-style people management skills are teachable, or even fully applicable to those who are not ‘inside baseball’, living full time in the Valley, or even the US. The main protagonist, whose legacy is beyond doubt when you read the testimonials in the text, has now passed, making a lot of the breathless admiration seem a little nostalgic. A skim read for most. 
Why we sleep - Matthew Walker
 	What’s it about? The current hot topic of ‘woke’ execs is how to get a good kip. If you eat healthily and exercise, this is the next part of staying sharper for longer. If you’re fascinated by how science and dream interpretation come together, this is a must-read.
 	Why bother to read? The only book where the author is OK with you falling asleep during reading it - because it will consolidate the learnings. Sleep may be the final frontier in the race to elongate life and its quality, making this a must-read if you care about you.
 	Why leave on the shelf? Some Europeans regard sleep and sleep tech as the latest US health fad, after diet and exercise. There are some depressing, fact-based learnings contained here around the link to dementia and cancer, but also some great science-based advice which could change your life. This book will help you sleep at night guaranteed. 
Hopefully our mini ‘book club’ will help you decide what to keep at hand and on the nightstand as you heed the ‘no smartphone at bedtime’ rule. Let us know which books you rate and we will include them in our next roundup. 
If you want to see how Positive has changed as a result of all these learnings, feel free to contact us.

### Are you boring? No, it's your agency
Even the best PR professional stagnates from time to time.
 Our latest client, one of our biggest wins to date, came to us deflated with its current agency. Our successful pitch team thought they were a little down on themselves too. This made no sense to us. The client was a proven tech winner, with cutting edge innovation, a customer list to die for and fast-growing multi-billion revenues.
How could any PR professional not want to put their all into guiding the communications of one of the world’s top tech brands? Which budding future PR leader would not want to add her creative brainpower to turn exciting innovator of an account into an industry thought leader? 
Then we won the account. Digging further in, post the agency handover document, we saw the root of the problem. It shone out clearly from the work in progress. This was mostly half-hearted pitches targeting journeymen writers with flaccid story ideas which were either no-hopers or showed not ambition, either of which would miss. 
In short, the agency seemed ‘bored’. Our digital tools diagnosis bore this out in terms of lower share of voice than competitors whose PR teams had sharper angles and ‘sharper elbows’. Success breeds success and the contrary is also true. But you have to try. Hard.
A common joke office joke is, at least compared to being a space traveller, sports hero or Insta celebrity, “Which five year old tells her parents she wants to be in Tech PR when she grows up?”. To counter this negativity, Positive’s tagline is “You need to know tech, to sell tech’. What we really we mean is LOVE tech in all its forms for what it makes possible. And we do. Deeply. 
The harder-to-understand, the lower down in the tech stack, the more unloved by the mass media, or misunderstood a technology, the better for us. In our world, the question is less, are we up for it, more, how deep do you want us to dive in? We do this for a reason. The more we understand the inner workings of our clients’ offerings, the better able to persuade media, from the most arcane of IT analysts to the fluffiest of broadcast media, we can be. 
We show up and plug away each day simply, because we fundamentally believe our clients have fascinating life-changing tech and earth-shattering stories for us to tell. We could not do it any other way. How else could we achieve overage for deep tech events in mainstream business titles like The Sunday Express or persuade the Financial Times [Sub required to listen to how poor software quality can have tragic real-life consequences for air travellers? 
Our secret? Being creative about being creative. Where many PR firms employ team members who genuinely care more about their own smartphones than working on their clients, which is now a scientific fact, we are more likely to think about the tech inside the handset. So, if your agency is making the same old excuses, see the list below, we should be talking. It’s likely not you that’s boring, it's your agency.
BORED AGENCY EXCUSES FOR NO RESULTS 
 	Your technology is just not sexy. [Change angle]
 	We’ve spoken to every journalist we can think of. [Expand the press list]
 	Business writers cannot understand tech. [Simplify your pitch]
 	It’s a slow news month. [Check rival coverage and call BS]
 	Only customer stories merit coverage. [Have a customer endorse your news]
If you, or any of your workmates or family, have been affected by the issue of bored agency syndrome. You know where we are. Come and explain your tech to us.

### The last month in Tech Marketing - July 2019
So much goes on in the world of B2B tech PR and marketing. To save you from having to wade through the bad, we've picked out the good. 
Here are a bunch of articles we've seen in the past month that caught our eye, for those of you who have serious TL;DR
A look at FaceApp, TikTok and the rise of ‘data nationalism’
Hypothetically, the Russian government can access anything users of the polarising FaceApp upload to the face-changing app. A viral sensation is this a hard lesson we need to learn about the value of our data?
Bullying, Hate, Conspiracies, Fake News, Negatively Impacts User Experiences And Advertising Value
"For the sake of humanity, we, meaning you and me, have to change. None of this is good for any of us in the short and long term. None of this scales society in any way that’s healthy, productive and meaningful. None of this is really any good for business, partners or supporting ecosystems." - Brian Solis.
Martech is marketing
Really nice piece here by Jennifer Cannon, Editor of MartechToday, discussing the reasons marketing technology (Martech) sits at the heart of today's marketing function. With increased CMO investment on the Martech front, how do marketers get the best out of their tech?
The Drum presents: How much do you know about WeChat?
Want to expand your business to China? Never heard of WeChat? No WeChat, no business. Here's an excellent video on the famous Chinese Social OS.
Email and phone communications dominate conversational martech, but chat isn’t far behind
This piece of research by Drift and Survey Monkey reveals the rise of 'conversational marketing' and the expectations associated. 44% of consumers surveyed expect a response in a face-to-face interaction within five seconds, while 42% indicated the same response time from a chatbot.
Monzo sees ‘insane’ growth after running first TV ad campaign
Even the digitally native Monzo, a business built on social and digital platforms, can get some benefit from good old-fashioned telly advertising. It's a nice ad.
The lessons Verizon did (and didn’t) take from Apple in building an in-house creative shop
It might seem like a nice problem to have, but at one point Verizon had 46 creative agencies on its books.
YouTube ‘supports’ advertisers pulling spend amid brand safety concerns
Google says it supports advertisers’ decision to pull spend from YouTube if they are concerned about their ads appearing next to harmful content. Can't want the business that much then...
Facebook CMO Antonio Lucio on the challenge he faces, his diversity playbook and GDPR
Fascinating piece on how Facebook CMO uses GDPR as a standard and how the tech giant intends to overcome recent electoral meddling accusations.
Brands and tech giants come together to launch first digital safety alliance
The online world isn't always the safest place to be. Focused on tackling ad fraud, diversity, informed consent, hate speech, children’s wellbeing and fake news, the alliance has recently formed and includes the likes of Google and Facebook within its membership.
Book of the month
We LOVE books
 

### Tech PR - the new frontiers
From Day One of Positive Marketing, as it was before slimming to Positive, I always knew we would be crossing boundaries. That was ten years ago. 
Today the world has caught up and it now seems obvious PR as a standalone function is less effective than it once was.  Just look at the big Tech PR names disavowing their PR roots to be more integrated agencies - just like Positive. Are they rats jumping from a sinking ship with few metrics, or scaredy-cats who cannot keep Tech PR clients?
We always took a different route to the ‘press office purists’ and offered skills for use up and down the sales funnel. We realised Marketing teams wanted, and now want even more, sales results not just marketing reports.
Sure, our first client was a pure media and tech analyst brief, but since then we have delivered every tactic possible for Lead Generation and Brand Awareness. From video exec comms for HP,  to sales telescripts (Symantec), from Whitepapers (too many to namecheck) to our latest campaign, for sexy Valley-based database company, Couchbase. 
This, of course, does not mean we abandoned the core skills of PR which one us our first client. In fact, we think the three skills below, all borrowed from PR, are exactly WHY our marketing campaigns are more successful than ever, in fact award-winning. 
HEADLINE - Given tech’s power for change, it’s shocking how samey its headlines remain.
ANGLE - tech buyers are looking for a date. But they aspire to be inspired. Use stories.
DEADLINE - SaaS and Social speed up buying and decision-making. Late never looked worse.
These PR basics all directly translate to very differentiated campaigns and projects. We use them daily across all the channels and tactics we deploy for our clients. 
Whether that challenge is to ‘Stop customers asking the sales team who we are.”, or to “Give [insert job title] five killer reasons to consider us for their next innovation sprint”, we are up for it. 
Our proven ability to place B2B tech stories which have enough punch to be accepted by that most cynical of audiences, the Great British media, has in my view, made us a safer choice for any type of campaign. The added bonus? Our teams get to be creative any way that makes sense - within budget.
So while many pure-play tech PRs are beginning to see things our way, we will continue to make a virtue of our PR roots, while truly delivering campaigns using whatever strategy fits bets, but never forgetting the frontline skills of headline, angle and deadline which got us here. Never forget where you’ve come here from.

### Winning is addictive - In2 SABRE award
In soccer/football, there is always a tension between winning trophies in one hit versus the relentless grind of winning a league, one game at a time. The best teams do both. In Tech PR there is the day-to-day execution of a plan and occasionally, just occasionally, we get to show off and win big in a ‘straight fight’ with our rivals. We have just done that for the second time.
Helping the good guys look cooler than the crooks
Our recognition by the SABRE awards this week as the overall winner in the earned media (digital or print) category is a point of pride for the account team and our client, SonicWall, without whom we could not have hoped to have succeeded. What is particularly pleasing is the sheer volume of results our team produce, 366 articles in a year and the recognition by the top management of a client who took a risk on Positive, when a larger agency let them down.
At a time when some are questioning how PR fits into the modern tech marketing mix, we think we have proven a strong idea – favouring the underdog in the ongoing fight against organised crime and relentless execution are the most powerful reasons to use influence, rather than paid advertising, to persuade buyers.
For those who say PR is not measurable, just look at the real-world statistics which today’s digital instrumentation can deliver for clients, who rightly demand to know how their budget converts to customer experience of their brands. 
Winner - Best in Digital/Print Media, Earned
As previously mentioned, this award would be meaningless without the buy-in of the board of our client. Note the kind words from our sponsor, Bill Conner, the CEO of SonicWall. They say that winners find winning addictive and while we will not be dropping our guard, we will take a moment, savour a sip and remember A Players work with A Players. We want more and we would love you to win with us.
Bill Conner, CEO SonicWall
To find out more about how we approach work with our clients to get results like these, click here.

### Taking the press to tea: tales of when clients come to town
In PR, pitching is part and parcel of the job. 
We have great stories and need to get them out. Sometimes, the client comes to town to help us and meet press friends face to face. It’s now up to us to maximise the value of this time for client and journalist.
Running a press tour means you’ll need to have something deemed worth leaving the office for. Whether you’re hosting a press conference in a city hotel, bringing a string of top journos to see your CEO in town for the day, or launching a shiny gadget in front of the bloggers who need to know, it’s a complex mix of logistics, planning and tact.
Here’s a starter pack of tips to make sure the event delivers the value it promises to everyone.
No time like the present
Our press friends are busy people. Teams are small and specialised, and you will likely have one specific person in mind most suited to meet your CEO tour or come to that press lunch. The best time to tell them something’s in the pipeline is right now. You won't necessarily get the confirmations you’re after just yet, but give them all the notice you can, especially if you want them to come to you. Agree a date to follow up then and give them a call then.
This is, if anything, a nice opportunity for a chat completely unrelated to a client press release!
Logistics for dummies
Where are you meeting? How many minutes, at what time of the day, how far is the venue from your client’s hotel? What’s the mobile number of the CEO’s 10 am appointment, and the number to call from the function room to top up the coffee? Unless you can answer questions at this granular level, you are likely to run into snags. People are moving parts, so plan where your team will be during the day and set up a chat so you can easily reach them. Have your days set out in a calendar so you have it all in black and white. (Or green and yellow, we’re creative here)!
You’re the host(ess) with the most(ess)
In the world of tech, with teams stretched from London, to San Francisco, and Riga, time ‘IRL’ with clients is often little and far between. Let the moment with your client be about getting to know each other, but also about them knowing you’re the host, that they need not worry, and you have it all in hand. You’re there to assure your client that all is in control and they are being taken care of. Don’t disappear on the phone for an hour. Of course, don’t forget to introduce the team and socialise - know who will be on the ground at all times, and make sure everyone has a chance to meet.
Great Expectations
Set expectations before you begin – how many pieces of coverage are you expecting, and where? Is this about sheer numbers of influencer posts, or fewer pieces of analytical, in-depth writing? If you’ve done this before, benchmark yourself against those achievements and challenge yourself to better that. Press tours are so often a relationship building activity with the purpose of getting two people in front of each other and demonstrating the value that doesn’t come over on a conference call. These are the invaluable relationships we should be nurturing and maintaining well after the C-Suite flies home.

### Alive and thriving: Tech PR’s three vital signs
Some believe in the power of PR. Others think it is dead. I think it’s just getting started. My belief is that the true power of skilled media relations is only now being realised in a world where a single (and frankly moronic) tweet can ensure a person never works again. 
Bad PR today is worse than ever and can take you from popular to pariah in a millisecond. 
PR gets a bad rep – for too long now, I’ve heard marketers bemoan the struggle they have when trying to attribute lead generation or sales to PR. The next sentence is typical: “...and for that reason, PR is dead”. 
My response: 
NEWS FLASH! It’s always been difficult attribute PR to sales – nothing in that respect has changed. Gone are the days when awareness alone would result in sales leads, we cannot and must not hold PR to ransom because it’s hard to work out which piece of coverage resulted in a big order. In the B2B tech space, PR alone cannot feed lead generation requirements, it needs to work together with content marketing and smart campaign-based prospect and influencer outreach to get the job done.
Marketing content has taken on a much more credible role in helping buyers formulate their decisions. Rather than seeking independent insight from a publication, they increasingly turn to vendors to solve their problems. This is especially true in the B2B tech space, where some of these buyer problems are so niche, a single publication cannot justify writing about it. A vendor that solves that problem (often multi-million dollar problems) can.
There are lots of bad PR people. As with any job, you get good and bad, but so many PR people are not results-driven or smart enough to get under the skin of their clients. This gives the rest of us a bad rep as over-priced, low-value, tactical storytellers.
So...PR isn’t dead.  Its influence has simply changed and is tainted by tricky measurement. This change is a nuanced one but does not make it any less powerful as a tactic. When wielded properly, PR can be one of the most powerful tools in the marketing department’s arsenal. 
Remember, credibility is hard to earn, very easy to lose. 
Let’s not forget PR’s power to make or break a brand. PR works wonders for brands looking to tell their story and gain credibility by appearing in publications relevant to their space. Here, the function of PR is not to simply ‘tell a story’. But to influence the media to generate positive coverage for a brand or an individual. It may be hard to measure but trust me, bad press or lost credibility is VERY easy to measure. 
When dealing with any kind of coverage, here’s what to look out for.  
 	Monthly Unique Users - The reach of the publication is always important. It tells you the number of potential eyeballs may have seen a piece of coverage and also gives you an idea about how well read and engaged with the publication is. In this case, more is more.
 	Domain Authority - This metric is more important now than ever. Otherwise known as ‘DA’, it is a search engine ranking score developed by Moz that predicts how well a website will rank on search engine result pages (SERPs). Getting coverage is great, but only if it can be found. A good Domain Authority ensures the piece of coverage stands to be found and read time and time again
 	Message penetration and understanding of market issues - Lastly, a soft metric, but really important. Any coverage gained should provide value, while conveying expertise. Most B2B tech brands have a message, and getting this across is important to differentiate in the market and demonstrate the company’s value proposition. 
PS: AVE is dead
Like what you've read? Check out how we take this thinking and turn it into results for our clients, by clicking here.

### Notes from a very Worshipful night out
A short blog to encourage our readership to check out the great work of the Worshipful Company of Information Technologists (WCIT) and think about how you too can 'give IT back'. 
At Positive we relish the infrequent chance to put on our best bib and tucker and head out for a charity dinner with the UK's best and brightest tech sector representatives.
So, when we were invited by Tx2Events to attend and sponsor the Worshipful Company of Information Technologists (WCIT) industry dinner 'Giving IT Back', how could we resist? The venue was the magnificent Goldsmiths' Hall in the City of London – the Livery Hall of The Worshipful Company of Goldsmiths, founded in 1327 before even Nokia was founded.
What is the WCIT?
Formed in 1986 and granted Livery status in 1992, the Information Technologists’ Company is the 100th City of London Livery Company and in 2010 the WCIT was granted a Royal Charter by the Queen.
All members have enjoyed successful careers involving information technology in some form and are passionate about contributing to the greater good of society by keeping the great traditions of the City of London alive. More than 800 leading professionals belong to the Company from all segments of the wide-ranging IT sector – entrepreneurs, industry and government leaders, company directors, software engineers, project directors, games industry leaders, embedded software experts, academic pioneers and many more. Its activities combine the centuries-old Livery traditions with the power of information technology and computer science to enhance the social and economic well-being of our society.
Members of the WCIT freely give their time, resources and the contacts available through their individual contact networks to the Company’s charitable and social activities. Similar to other Livery Companies our activities focus on four key areas: Charity, Education, Industry and Commerce, and Fellowship. WCIT also runs a Journeyman Scheme which supports young IT professionals with leadership potential in the early stages of their careers.
Why is it important?
Counting the likes of TechUK, Microsoft and The ScaleUp Group among its membership, the WCIT has a mission to use IT skills to make a real difference. Cut through the bow ties and ballgowns, numb the magnificence of the venue and turn down the volume on the pomp and ceremony of a livery company and you'll see there is something very real underneath – the theme for the evening – Giving IT Back. Throughout the evening we heard from two charities that are supported by the WCIT, both financially and technologically, to make truly life changing differences for people.
CALM
The Campaign Against Living Miserably (CALM) is an award-winning charity dedicated to preventing male suicide, the single biggest killer of men under the age of 45 in the UK. CALM provides lifesaving crisis support through a free, anonymous and confidential helpline and webchat service. CALM also promotes cultural change, by campaigning to raise awareness of the issue and better understanding of the causes of suicide, poor mental health and its prevention.
MISSING PEOPLE
Missing People is a lifeline when someone disappears. The charity’s award-winning team are there 24/7 to provide free and confidential help, support and advice to people who are missing, and to families facing unimaginable heartache and anxiety. 2018/19 marks the 25th anniversary of the charity.
This is what tech networking was made for.
So, in all we had a wonderful evening. We thoroughly enjoyed throwing on our finest clothing, sipping on some fine wine and eating some excellent food too. However, more than anything, it was brilliant to hang out with the best and brightest of UK tech, see that the UK's tech sector is very much alive and thriving and give something back in the process.

### Techlash - when PR announcements mess up share price
A company’s share price changes on day-to-day, impacted by a wide variety of internal and external issues. Perform well, make new hires and hit targets then share prices may rise. Naturally PR teams, who are positive in nature, shout this from the rooftops.
However, if a company isn’t performing well, if key members leave or targets are missed, the share price can fall. Unsurprisingly many board members prefer to keep negative performance indicators ‘close to the chest’. But unfortunately for them publicly-quoted firms are obliged to notify shareholders about events which may influence share prices. 
The press are more than happy to share a company's good news with shareholders, as well as their readers. Unfortunately for boards, many are even more happy to share a company's misfortune. Because let’s face it, certain media loves to see a tech giant fall off its pedestal, even if just for a little while. Recent tech examples of the media's technology backlash, or Techlash, may serve as a lesson for those running public tech companies.  
Apple
Not long after celebrating New Year 2019, three days after to be exact - Apple shares fell 10% after the company released a rare profit warning to shareholders. CEO Tim Cook published a letter, waiting until after the Wall Street markets had closed for the evening, with revised its guidance for the tech giant's year-end, blaming flat iPhone sales in China.
These ‘altered guidelines’ were not minor revisions, Apple had originally predicted around $91 billion in revenue, but now estimated $84billion - a $7billion drop. Unsurprisingly, and even though Wall Street was closed, shareholders were quick to sell and the PR announcement resulted share prices falling to $142.19. The biggest plummet in a single-day for six years. Just like its ill-fated 'smartphone', the Newton, Apple's share price was subject to the laws of gravity, or at least market forces.
Tesla
Tesla, or more specifically its CEO, Elon Musk, is often in the headlines. From smoking marijuna on a live podcast - which caused share prices to fall 9% - to insulting a British diver who saved a Thai youth soccer team from a cave, there have been several incidents which have caused investors to scurry. 
One PR announcement which the company probably didn’t expect to mess up share prices was the early January announcement it had more than tripled its production of electric cars in the last three months of 2018. However, shares fell 9% as the news didn’t quite hit a sweet spot its expectant shareholders had hoped for.
Although it delivered 29,870 more electric cars than the previous year, the production of the company’s Model 3 Sedan was below expectations. Analysts had predicted Tesla to deliver 64,000 Sedans, yet the numbers only came in at 63,150, a miss of just 1.3%. Unfortunately, shareholders weren’t blinded by the ‘look over here’ PR tactics or founders blowing smoke into their eyes.
Snapchat
2019 certainly started with a bang for Snapchat, although not necessarily the positive ‘bang’ of success its board had in mind. Shares dropped 11.8% following the announcement by CFO, Tim Stone, of his exit "to pursue other opportunities”after less than 12 months in role. The announcement came after a string of high-profile figures leaving, including other heads of departments.
Previously, Snapchat had informed shareholders it was due to lose around $75m - $100m in Q4. With these announcements happening in quick succession and Snapchat employees, with more internal information into the financial state of affairs than the average shareholder, moving the ‘other opportunities’, it’s not overly surprising investors would also look for greener pastures.
Facebook
In recent months it’s been hard to go a day without seeing Facebook or its CEO Mark Zuckerberg in the news. With several senior executives leaving, a rumoured ‘cyberattack’ causing a day-long outage and a US government investigation, it’s quite shocking Facebook shares have been relatively unscathed. So, what does Facebook need to do to make investors lose faith? Lose money.
In July 2018 Facebook had its worst day in stock market history. The company’s share price plummeted 20% as shareholders discovered it had lost more than $100 billion in value, and analysts weren’t short on reasons why. From GDPR, security concerns and a lack of new members analysts said it was a long time coming. Facebook was once again hitting the headlines for all the wrong reasons - and this time investors weren’t sticking around.
Shareholder expectations are increasingly informed by media who may not be favourable to tech. Meanwhile public companies need to scramble to keep up, hoping sales targets are hit, IT systems are up to scratch and employees at all levels do not transgress. Sadly there is also Fake News. No one wants to face a plummet in share prices due to a hoax announcement, as we witnessed when shares in Vinci fell by 19% after a fake press release stated it had fired its CFO.
It is worth remembering PR is not 'just for the good times". In fact media announcements can mess up share prices. Tech firms need to be alive to the possibility of a crisis affecting their equity.
With so many public tech firms facing the full glare of public markets, it's a brave CEO who goes for an Initial Public Offering. Although many are lining up, including Slack, Uber, Spotify and and Dropbox, it's worth remembering the Techlash is now on in the media.

### Technology PR's new mandate
Unlike other marketing, Technology PR relies on intellectually reasoned arguments to engage sophisticated time-poor, if relatively cash-rich, IT buyers. Celebrity endorsements, free product samples at railway stations and cat video memes are unlikely to interest an engineer wrestling with a network outage, or a CIO facing a huge unexpected bill for cloud services.
Tech PR does though need to move on from its Noughties image as an 'art form' disconnected from the real work of marketing, which is to sell more. This point became crystal clear at the excellent 10th annual TechTarget ROI Summit, attended by Positive. A marketing director asked Bryan Glick, the long-standing editor of TechTarget’s jewel in the crown, Computer Weekly, this seminal question.
“Why should I pay my PR agency to achieve editorial coverage and then pay again for TechTarget’s commercial team to promote my message directly to its community?” 
The answer was at once reassuring and, perhaps predictably, unsatisfying, ‘You should do both”. However, budget is budget and so doing both is often not an option. A less-nuanced and more pragmatic, view is.
 	“PR” was never just about media relations
 	Publishers need PRs now more than ever
 	Vendors stand to gain from the changing roles of both PR and Publishers
To explain, let’s break the traditional role of PR into three; its two traditional ‘buyers’, Tech Vendors and Tech Publishers, and the Technology PR consultants some now view as disposable
FOR PUBLISHERS
Publishers create the editorial stories which kick off many ‘customer journeys’ towards a sale. They seldom create these stories alone. Without access to ‘Free at the point of delivery’ research and offers of access to busy executives, producing this compelling ‘top of funnel’ editorial content would be a struggle. With budgets on the wane for journalists, their ‘little helpers’ from PR are big moneysavers. 
FOR PR FIRMS
Despite the kind words, savvy PRs know publishers do represent a new competitor for our clients’ hard-earned marketing spend. Prestigious publisher platforms, like TechTarget, provide great data points to help tech marketers hone their content. However, skilled PRs can take a view across multiple publishers, ensuring their clients’ content is visible where and when relevant buyers are consuming media. This is a core new PR skillset.
FOR VENDORS
To date, too many tech vendors see PR agencies as bringing value by dint of their 'magic Black Book’ of contacts. This is outdated. Passive PR pushing of corporate releases no longer works, if it ever did. 
A key role of PR today is to help tech firms shape their ‘Top of Funnel’ content based on their unrivalled exposure to the news agenda. If stories appeal to journalists it will likely also stimulate customer responses too. Not always, but often enough to make this a core consideration for Lead Generation.
With more B2B content available from more sources than ever, PR has a new, more involved, role in content creation and curation. It’s no longer as valuable as it once was. It is more valuable than ever.

### The too technical tech turnoff
About ten years ago, before a career in tech PR, while studying at the University of Kent for a Postgraduate Creative Writing student, I realised it was the single best place for me to be because I loved writing. I'd just completed my undergraduate degree in English and American Literature and wanted to see how I measured up against the writers I had studied during the three years prior.
I've always told and written stories. I believe it's an important skill, especially for my chosen profession of PR and content creation. However, the stories I wrote at University were very different from today. They were long, winding and as complex as I could possibly make them.
Fast forward to my first job as a PR. Suddenly I couldn't write only about the things I wanted to. I had to get excited about my clients and speak knowledgeably to media who didn't have time to listen and learn very quickly about complex technologies. I had to master the three line pitch.
Today, it's something I pride myself on. So if, like me, you have struggled with being too technical when speaking to journalists or influencers, here are some tips from a reformed English student.
Learn from the poets
They say brevity is the soul of wit in writing and there's a lot of truth in that. Poets labour over their work to ensure, in most cases, they are able to be as evocative as possible, using the smallest quanta of language. Some are great at it, most are meh. As tech PRs we need to be excellent at simplifying what our clients do, to be able to articulate it in one simple sentence, while making it sound interesting. There are many ways to do this, but the crucial first step is always to understand the technology. Once you understand it, you can put it into simpler terms for a journalist - a bit like The Register did with our client CAST Software recently.
A beginning, middle, end and a SO WHAT?
So many tech marketers and PRs miss what's most important when speaking about B2B technology. They take the story straight from the client and start pitching it to the media and then wonder why they've generated so little coverage.
The elusive 'SO WHAT?' is easily forgotten and hard to catch – but crucial.
The media is looking to contextualise the importance of the story for impact. For its impact. The world of tech can still seem inaccessible for the average Joe - B2B tech even more so, which is all the more reason to explain that impact. Tech PR excellence isn't about selling solutions and products to the media, it's about explaining the impact of the issue at hand. We at Positive pride ourselves on this.
Often the 'So what?' is not obvious and needs an expert to explain it, as our client EfficientIP did with its research into the super-technical world of DNS vulnerabilities.
Let them see the sequel. Now.
The final tip has to do with going that little bit further for the journalist, providing what we call, 'the next bounce of the ball'. It's great to be able to 'sell a story' that's perfect for today or even to comment on an ongoing story from yesterday. But what about tomorrow? Some of the most challenging media relations deals with the future.
It's easy to ping out your client's predictions for the next year in mid-December, but what about actually going out on a limb and providing some insight into what's around the corner? After all, isn't this what being in the tech space is all about? It's not as hard as you might think...
Don't be this guy - overwhelmed by the intricate complexities of technology. It might sound obvious, but to convincingly tell a story you've got to keep it simple and valuable to the journalist. Too many tech PRs forget this. If you need some help articulating your technical story to mainstream media, let us know by filling in the contact form below - we'd love to hear from you.

### Tech: Three tasty stories from the past three months
News moves faster in tech. But some stories run and run, both in the papers and in your mind. These three are our most compelling stories from the last 90 days. The first affects many of us: hackers are coming for our cars and it’s easier for them now than ever before. Next we have two clashes of the titans with both Huawei and the US government and Spotify and Apple going toe-to-toe; one with lawsuits and one with words. 
Why hitchhike when you can hack?
This story began in January when it was discovered Ford, Volkswagen and Nissan produced many of the 237 models of cars with keyless entry found in a study to be easily hacked via a Relay Attack. This is not a case of being hacked as in, by a nation state with a team of people in a command centre. No, these are career crimonals using your own key fob to hack your car in a matter of minutes. Ayone with a search engine, £10 in their pocket and an Amazon account can be the proud new driver of your vehicle. Ford alone has at least ten models vulnerable to attack, as their own tests confirmed.
It was revealed aftermarket car alarms in as many as three million cars and advertised as ‘unhackable’ have been found to be, yep — very much hackable. Bad actors are able to reset a user’s password without any authentication. Once in the account, the car’s location in real time is available to help you track it down. At this point, the car can be locked and unlocked, started and stopped, all on command. In other words, a car can be completely taken out of its owner’s control and attempt a land speed record on the motorway before the drivers any the wiser. Less Autonomous Driving and more plain Taking and Driving Away.
Huawei or the highway?
Huawei’s year didn’t start well when its phone division was called out by YouTube tech guru Marques Brownlee for tweeting New Year resolutions from an iPhone instead of, you know...a Huawei phone? Its year hasn’t gotten any easier. The US Government has restricted federal agencies from purchasing any Huawei kit. Doubling down on this policy, the US has now ‘lobbied’ other countries, read as 'used sentences ending in.... or else’, to persuade their neighbours to hold off on Huawei products too. The latest country lobbied was Germany, which has been threatened with losing access to US intelligence if it does a Fleetwood Mac and goes its own way.
Going on the offensive, Huawei is now suing the US Government over its lack of explanation for this restriction in sales. Huawei’s current chairman says: "The US Congress has repeatedly failed to produce any evidence to support its restrictions on Huawei products. We are compelled to take this legal action as a proper and last resort."
The lawsuit may well compel the US to give evidence and push Huawei into opening itself up to international scrutiny, watch this space...
Tech Titan on Titan
Spotify’s Daniel Ek is mad as hell at Apple and he's not going to take it anymore. You know he’s upset because there’s a microsite: Time to Play Fair. Ek has also put the complaint before the European Commissioner) Yes, Spotify has had it up to here - imagine I’m holding my hand really high - with Tim 'Apple' Cook and what Spotify says is his price-gouging app store. Spotify has made several claims including that Apple’s 30% levy on in-app digital purchases is unfair and its App Store mechanisms are blocking them from offering their customers deals and app enhancements. 
How true are these claims? Well, it’s up for debate but Apple of course completely refutes any wrongdoing. Unusually, Apple has even hit back directly, publishing a press release to address each of Spotify’s points, the latter quickly responding saying Apple is a ‘monopolist’. Will these two household tech names make up or will the name-calling escalate further? It’s safe to say this will not be ending any time soon either way.
Keep your eyes open
In summary, if someone tells you a car is unhackable, you have an unsinkable ship to sell them. If a government won’t buy your goods, take them to court, and if a company is putting the screws on you, make a microsite. All we know for sure is news in tech is breaking every day so stay on the lookout because you never know what might be about to erupt.

### Does your PR and content REALLY stack up?
PR Lessons: Want some cold, hard facts and figures?
When it comes to PR and content performance, you don't know what you don't know. Let's face it, your existing suppliers and even your team may not be the most objective way to figure out how you compare to the competition.
Positive's proven measurement offer takes the guesswork out, adding state-of-the art performance data to your PR and content programme measurement. A no-obligation fast-turnaround and objective methodology and our expert counsel will tell you where you’re doing well today, where improvements are needed and so where to focus your efforts in 2020.  
Our six-page report includes:
PR - Objective results analysis
 	In-depth media outreach metrics for you and two other pre-agreed competitors; including press pickup by title, circulation/reach and media sentiment analysis for you and two other, pre-agreed competitor vendors/products
 	Invaluable social analytics including to include reach, top influencers, best-performing posts, interactions
Personalised content analysis
 	Objective critique of up to three of your recent press releases scored on newsworthiness, readability and SEO worth
 	Independent assessment of two recent marketing content assets such as eBook, Infographic or whitepaper.
Actionable Recommendations
 	100 top UK target media titles in your space (excludes verticals)
 	50 European Social Media influencers to watch in 2019
Harvest years of EMEA-specific knowledge to fine-tune your 2019 outreach.
Use this analysis to highlight areas of excellence and improvement, devise smart objectives for 2020 based on third party objective feedback and review where you need to focus in the next 12 months.

### Positive in Paris with CAST
Positive in Paris
CAST Software’s annual January kickoff event in Paris, the  Software Intelligence gives the media a rare insight into how some of the world’s biggest, and most prestigious, companies using static code software analysis to get ahead of the competition. Previously closed to outsiders, Positive opened the door a crack, giving a limited number of media the inside story, directement de source!
A packed day saw speakers from IBM, Boston Consulting Group, TechMahindra and other giants share frank opinions on the challenges they faced and how CAST’s Software Intelligence helps overcome these.
Client events, particularly of this scale and importance can be difficult to manage. Favourable press coverage is important but it’s also an excellent opportunity to learn more about your clients and get to know them and their products better than ever before. These priorities were combined for maximum efficiency with copious notes taken whilst listening to speakers. For additional value, when well-wordsmithed, these notes are ideal for for journalists unable to attend, giving vital access to  the wider media community. Thinking through moves like this separates good agency value from great results, generating coverage in Forbes despite the correspondent not being available in person on the day.
On the day itself, helping journalists know who they want to speak to and then making those connections is a key skill. We secured two interviews for the attending journalists during the lunch break of this busy day, giving them the access they needed to write the pieces they were looking to create. 
CAST CEO Vincent Delaroche and CTO Pierantonio Azzalini of Europe’s biggest shipbuilder, Fincantieri, were happy to offer their honest takes on the business landscape and the usefulness of software scanning. 
While the day turned to evening in Paris and the water on offer turned to wine, “Rouge ou blanc, monsieur?”, media relationships were forged which will last after the event ended. These new relationships bore strong coverage in the days and week after, particularly positive pieces being published in diginomica and Verdict.
Three learnings to share
Clear goals
Working with all stakeholders in an international event can be a challenge. Preparation for yourself, attending journalists and all stakeholders can almost never start early enough. Start early with clear goals and figure out how what value the press will get from attending.
Make the most of every spare minute.
Time on the train, breakfast and break times are all valuable opportunities to get your ‘antisocial work’ like writing out of the way before valuable social opportunities with media and speakers.
Access makes perfect
It costs time and money for top spokespeople and journalists to travel, even only across the Channel. You may be your own most interesting interviewee, others may quibble. Ensure the most interesting spokespeople are cleared to talk to the media, is the lure to draw the hard-working press corps to your event. 
Ensuring the most interesting spokespeople are cleared to talk to the media, is the lure to draw the hard-working press corps to your event.

### Beyond Fiji Water: The New Era of Tech PR
Fiji Water Girl is a phrase which unexpectedly stole the show at the 2019 Golden Globes. Trending on Twitter shortly after the stars walked down the red carpet, as well as being turned into a meme, a model holding a tray of Fiji Water continuously photobombed the famous faces. Throughout the night people questioned whether her presence was a coincidence or a PR stunt.
Dubbed as the ‘most obvious PR stunt ever’ and even ‘slammed’ by actress Jamie Lee Curtis, who actively avoided the Fiji Water Girl, you could say Fiji Water may have wanted to be a little bit more creative and tactical. However, with numerous news articles written and brand exposure worth over £9 million, do Fiji Water really care about being subtle?
Subtlety and PR stunts aren’t often paired together, and Fiji Water aren’t the only ones to hijack an event. In 2018, Huawei one-upped Fiji Water by hijacking competitor Apple’s launch. As committed Apple fans camped outside Apple’s Singapore store, eagerly awaiting the new iPhone, Huawei handed out battery packs with the message “Here’s a power bank, you’ll need it.” Cleverly playing on, or as some called it ‘trolling’, Apple’s non-existent battery life.
However, Huawei aren’t alone when it comes to technology giants stealing attention from competitors with a PR stunt, and many others have gone even further to promote the brand…
O2’s ‘broken’ billboards
In September 2017, O2 promoted it’s new free screen replacements with ‘broken’ billboards in London and Liverpool as part of it’s ‘More for You’ campaign. To make them look as authentic as possible the billboards were surrounded with safety barriers, giving the appearance of an ‘accident’ that was yet to be fixed.
Although some were able to see through O2’s tactics, others fell for the stunt claiming ‘You'd never get it past health and safety…’, leading to multiple debates on Twitter. O2’s social media team even got involved, somewhat confirming the PR stunt and the broken billboards were no accident. 
Following many, many debates and some concerned citizens even reporting the ‘broken’ billboards to contractors, O2’s PR stunt was a success, driving 170K upgrades and £17m in revenue.
Apple's 'hidden' job ad
Last August, cybersecurity reporter Zack Whittaker stumbled upon a hidden job advert for an engineer in Apple’s site source code. The advert said "Hey there! You found us", and explained they were looking for "a talented engineer to develop a critical infrastructure component".
After Zack unexpectedly found the job advert he did not apply for the job himself. However, he did share a screenshot of the job advert on Twitter. Many others jumped on the bandwagon, starting a flurry of conversation and no doubt sending a bunch of eager engineers to Apple’s site.
Now, although Apple weren’t the only ones to pull off this stunt, Flickr and the Guardian have also used this trick to attract new talent, it lead to numerous pieces of coverage in top tier publications, including The Telegraph, BBC and ITV. Zack even wrote an article about how he found the job advert on ZDNet.
Deliveroo hijack Uber’s doughnut fail
In November 2017, Uber announced it would be giving away 36,000 doughnuts in London to celebrate Krispy Kreme joining the food delivery app. Yet, as hungry Londoners opened the app to take advantage of the give away the app crashed. Leading now ‘hangry’ Londonders to share their frustration on Twitter. 
Following #UberEats trending on Twitter as more and more people vented, the technology giants rival, Deliveroo, saw the perfect opportunity to hijack Uber’s failed PR stunt. Working quickly Deliveroo teamed up with Doughnut Time and Crosstown Doughnuts to offer let down UberEats customers free doughnuts central London tube stations the same evening.
Rubbing salt in the Twitter wound Deliveroo tweeted it’s offer. The PR stunt hijack paid off well for Deliveroo as many customers tweeted a change in alliance, as well as being praised in many news articles in the Metro and The Sun.
O2, Apple and Deliveroo are only a handful of technology companies who have executed successful PR stunts. Highlighting PR stunts are not only for the Hollywood elite, or even limited to ‘glamourous’ brands such as Fiji Water. Technology giants have been using PR stunts to drive millions in revenue for years, especially when hijacking or ‘trolling’ the competition - they seem to be particularly good in that case.

### PR Lessons: Real readers vs fake readers, what this means for PR
PR naysayers don’t read this if you love wasting marketing budgets - Tech PR’s Fake News
There is a nasty lie, spread by those who like to claim ‘PR is ‘unmeasurable’. They assert earned media coverage is a waste of precious B2B tech marketing budgets. This lie benefits digital snake oil sales folks who for a decade or so now have promised not just faster, but somehow more ‘real’ results than those PR can generate. After a decade or so of this horseshit, it is time to set the record straight.
Before considering the actual evidence, consider how top tech gurus like Elon Musk, Bill Gates, Larry Ellison, Eric Schmidt and the late Steve Jobs valued PR during their ascent. With the exception of one drug smoker, these were all ‘pre digital native’ CEOs. What would these multi-billionaires know about millennial agilista tech buyers who consume ‘news’ curated by their peers on Slack. A lot it seems.
Super Bowls and spunk
One of the most popular alternative ways to ‘invest’ tech marketing budgets is online advertising. Seldom though can so much revenue have been spunked for so little reward, outside of a Super Bowl ad break, that is.   Think it’s not possible? Take a look at this guy. 
It turns out buying online ads are a straight up waste of budget. Yes, even the annoying ones which follow you around your browser, retargeting you with goods and service you’ve already bought, or never really wanted and certainly didn’t want the world to know you considered. 
But why would smart B2B Tech marketers fall for such a scam? Online advertising these days is not the old-fashioned banner advertising of yesteryear, where advertisers paid good money to see their messages displayed on the most popular online publications. That’s way too obvious. No, no, no, this is the modern type of advertising, the type you can’t see, because, well that’s the way digital works and you’re not that clever and the GDPR and, and, and….
But wait. Here’s the dirty secret about most digital adverts.
Too clever for the likes of you
An estimated 40% of the online advertising which marketing professionals pay good money for is fake. This ad ‘inventory’ It does not actually exist.  Not in cyberspace, not in the real world, not now and not ever. That’s like taking a million pound budget into a £600,000 budget before a single real breathing person ever hears or sees a word about your brand. It’s like taking Thursday and Friday off, every week and producing zero results. Not quite an Emperor with no clothes. More like a fat dude in a thong.   
The New York Times and the US Justice Department investigations have proved ‘real’ online ad responses have, questionable parenthood and one look at the clickbait farms that create these responses, shows mom and dad are not loving parents. In this light the ‘poor attribution rates’ from PR look a lot prettier and more, er, human. Maybe even credible?
Actual. Sales. Leads
Take the press release we crafted with start-up firm, Capriza. Like all ambitious firms, its hungry sales team were hungry for new business. In common with many such early-stage teams they lacked credibility. Positive’s PR skills brought a clutch of articles outlining the potential which a 200 year old bank, Schroders saw in this as-yet unproven technology. 
The result? Inbound sales calls from three major financial services prospects desperate to know more. What’s that? ‘PR is unmeasurable’? The argument is sounding untenable now, and I haven’t even mentioned what you can do with Google Analytics nowadays. 
Or the BBC article which Positive’s PR efforts secured for client Veritas, resulted in over a 100 downloads of the Databerg report we created. That’s real prospects, taking real actions in relation to real marketing. PR may not appear as glamorous as defining customer journeys for bots, but it does create results. Real. Tangible. Results. 
Requires willpower
Carefully briefing a team of PR professionals on your technology’s difference takes effort as does does sifting the feedback from contacted media. But doing so can help understand why journalists, bloggers and influencers ran, or rejected, your brand stories. 
It means you may learn something more useful than the fiction of a digital analytics dashboard of fake clicks. Oh, and while you build your reputation one hard-earned article at a time, at least you are not figuratively torching four out of ten of your marketing dollars with fake online advertising.

### How to survive as a thought leader
Did you know there are literally thousands of cybersecurity companies out there in the world with thousands of thought leaders? You may shrug and think I've made an obvious statement, but just let that word circulate around your mind for a second. Thousands.
Imagine being a journalist writing about the latest cyber attack, facing a choice of comments proffered from hundreds of PRs, representing thought leaders at thousands of companies. Overwhelming much?
The Momentum Cyberscape 2018 - v2.5 Yes, there are a lot of them.
We know all of this. So what? Well, this month I was in a hotel in central London with a client. He remarked that London was one of the last bastions of journalism that actually looks for real insight from experts, a good story and a healthy conversation. In short, the UK press values genuine expertise.
I'm inclined to agree. But why is this important now? Let's remind ourselves of the journalist writing about the latest cyber attack - how do they get some quick, engaging, valuable and relevant opinion from an expert to help form the article? Often they don't need to look far because there is always a PR nearby ready and willing with an expert in tow.
The curse of the silent thought leader
In my experience the worst kind of ‘thought leader’ is the one you never meet. So many times in my career have I had clients who, despite urging them to, have failed to provide myself and my team with someone that can say something genuinely interesting and insightful.
Sadly, this happens too often and not all have the confidence and ability to cut through to that journalist writing about the latest cyber news I mentioned earlier. In B2B Tech PR, if you have nothing good to say, don't say it at all.
Engage with your PR agency, they are there for you.
The worst thought leader is the one you never meet. If you're a marketeer or comms professional that has appointed a PR agency and fails to provide them with market, competitor and issues commentary from a viable thought leader, the lack of results is largely on you. My 10 years in this game tell me what works and what doesn't. So, if you have a PR team pushing for more insight, more information or access to a thought leader for a briefing, it's usually for a good reason.
Survival of the thought leader
There is great responsibility in being a thought leader. However, marketers need to brief their thought leaders well enough to make the best out of the opportunities that come their way. Not all opportunities will result in coverage, but you can heighten your chances in a few ways.
 	Don't repeat what others are saying - that's the equivalent of copying from your mate's textbook at school.
 	Make sure what you have to say includes genuine market expertise and insight. If you don't know much about the market, this will come across you'll probably lose out.
 	Ensure your comment is helpful and provides some insight into what the next steps might be. Providing some insight as to the 'next bounce of the ball' demonstrates your expertise and experience in the space.
It's not easy being a thought leader today. But the opportunity is there, journalists all over are crying out for insight and if marketing teams have strong PR agencies behind them. Thought leaders will thrive.
PR should be intuitive. Too often it is not. But then, what would I know?
Christian Smith, Co-Founder TrackR (Now Adero)
Bill Conner, CEO SonicWall
 
Do you have issues with getting your thought leadership through to B2B technology influencers? Click here, we'd love to help! 
 

### 2018 in review: Smoking out rogue leadership in tech
2018 Tech CEOs
In: Being yourself. No, for real this time.
Out: Finding yourself saying “it’s legal, right?” during an interview.
Imagine this scenario. You’ve been working 120-hour weeks yet production in your factory is still behind schedule. Your Chief Accounting Officer has just given notice. Your Head of Human Resources tells you she isn’t coming back from leave. Everybody knows this and stock is down 10%. Your grand technology-driven vision is in danger. You're a Tech CEO. You've got this. You need to act now. Luckily, you’re scheduled to appear on one of the world’s most popular podcasts. A chance to set the record straight and restore confidence? If you’re Elon Musk it’s a chance to talk about what it would be like to be a horse. Oh, and do this while pounding whiskey and smoking a joint.
Wow.
You probably didn’t see it live on Joe Rogan’s podcast but leaders in technology are increasingly going rogue; authority figures previously trusted to toe the line, speak chapter and verse, are going off-script. Microsoft’s ex, Steve Ballmer, started the trend when instead of just walking onto a stage he did...whatever this is. It’s true that captains in the technology industry acting unprofessionally is not new. Go back ten years and it was known that Steve Jobs had an icy streak, working restaurant wait-staff to breaking point and frustrating girlfriends alike. But, when speaking to a packed house, when it really mattered, he was ever the genial showman. What is new is that privacy-conscious Steve Jobs didn’t act like Snoop Dogg or a six-year-old at a jungle gym live on air in front of a vast audience.
How can this be addressed and organisations maintain their equity; financial and reputational?
The Tech CEO and the outdoor folding chair
A problem with leadership cuts to the core of an organisation and that is where you should look for a solution. If a leader and founder is not a naturally professional and corporate person, or does not feel capable of taking in these values, they should not found their business and public persona on these qualities.
Worth $55bn, Mark Zuckerberg looks typically informal on a live Facebook video from his $20 Walmart garden chair while cooking on the Barbecue. He's just like us!
What can Mark “I was human. I am human, still” Zuckerberg tell us about being your genuine and casual self in the world of technology?
Actually quite a lot. The man runs one of the most financially successful, and increasingly powerful, companies the world has ever seen. Every company wants their adverts on Facebook and governments hang on his every word. Yet, he notoriously wears the same ‘heather grey’ T-shirt every day which he pairs with baggy jeans and chunky trainers plus a hoodie if he’s feeling sophisticated. Far from commenting on his casualwear, it is actually of note when he does wear a suit. When he’s burning brisket on his patio barbecue, he shows the whole world.
Even Elon usually manages to throw on a blazer and smart shoes. Yet, this is not a problem for Mark. In wearing the same dressed-down clothes each day, he unambiguously sends the message to everybody, and has done from day one, that he is absolutely not your by-the-book, suited and booted, corporate drone. As such, nobody expects it of Mark and it does not distract from the value that he offers. It is a known quantity and does not come as a surprise. Perhaps this is how he gets away with refusing to appear in front of UK Government Ministers.
For both, the roguish nature is wearing thin. To quote Damian Collins, the chair of the Parliamentary committee investigating Facebook, it's time for some 'straight answers' and some more straightforward behaviour.
Authenticity is a popular word but there is a very genuine point.
Everyone should strive to be the best version of themselves they can but there is a limit to this philosophy. You don’t need to publicly smoke weed for stakeholders to figure out that you are pretending to be something that you are not. However, Elon does demonstrate that all it takes is for you to not be in the mood to pretend on a particular day (not that this was the Tesla founder’s first time in the spotlight for the wrong reason).
Know yourself and you know your organisation. When letting someone into your fold, you have to be sure they share the same values as you. When leaving Tesla, outgoing Steve Morton stated ‘the level of public attention placed on the company...exceeded my expectations’. A Chief Accounting Officer that knew what he was in for and shared Elon’s passion for being himself on camera would surely have been far more inclined to stay.
In technology, the industry has come to expect a lightning-fast pace from us all. Tesla, like Uber et al, is no minnow but still relies on continued financial injections and the confidence of investors and consumers alike. It can be easy to lose focus on the long-term, do everything possible to maximise resources and performance as quickly as possible by projecting an image perceived to be what people want. Ultimately, being yourself and clearly communicating your values as early as possible in the operation of a business is the right step to take.
It is the right thing to do for the health of leadership, it takes effort to pretend to be someone you’re not and that is energy that could be ploughed back into the business. For equity it is also the right decision as it prevents reputational or financial value from slipping when (yes, it’s a when, not if) surprised observers interpret a change in the norm as a reason for concern.
Reading is a good first step but taking action is harder.

### Big Data LDN 2018: What more can be done to encourage women in data?
Issues surrounding Women in the workplace have been high on the agenda for many companies and the media throughout 2018. From the #metoo movement to the gender pay gap, organisations have had to review what they’re doing to support female employees, as well as encouraging women to apply for roles when hiring new talent.
Although these issues span across all industry sectors, technology and data often bear the brunt of criticism, raising the question: ‘What more can we do to attract more women in data?’ A topic which was at the forefront during the ‘Women in Data Panel’ at this year’s Big Data LDN event.
It was clear from the panel, which included Payal Jain from Vanquis Bank and Edwina Dunn from Starcount, there is no ‘One-Stop-Shop’ answer to this issue. Yet, there are multiple factors to encouraging women in data.
Women in Data - Working together
One theme which ran throughout the ‘Women in Data Panel’ was both women and men working together to support those wishing to work in data. Working together to remove the stigma, as well as making sure younger females have role models in the space.
Panellists commented on girls job and boys jobs, or ‘pink’ jobs and ‘blue’ jobs, being an old-fashioned viewpoint. Women can now work in jobs that were traditionally male, such as data scientists, the same way men can work in jobs that were traditionally female.
Furthermore, when looking at roles models or mentors in data, they don’t need to be gender specific. Role models for women don’t have to be women, similarly, role models for men don’t have to be men. They should be based on the area of data people wish to work in. Based on the skills and knowledge required for that particular role.
Early Adoption
Aspects of working in data, such as coding, have now been introduced in primary schools for both girls and boys. However, some panellists believed even this stage is too late, referencing that only 1 in 10 girls take computer science at A-Level as a result.
Early adoption would implant interest and passion for data, as well as basic understanding and skills from an early age. Meaning the younger generation, both girls and boys, wouldn’t question whether they could work in code if they wanted to.
It can be implemented in many ways, yet the most popular choice at the moment is the use of toys. From building their own toy computers, ‘Code-a-pillars’ and board games, children as young as three can start to learn to code.
Job Adverts
Another focus point of the discussion was altering job adverts to encourage female applicants. Statistics show if a woman reads a job advert that she is 80% qualified for she is unlikely to apply, whereas if a man reads a job advert that he is 20% qualified for he will still apply.
Furthermore, panellists described how women are more likely to respond to a job advert that includes more information about the role and the company culture, compared to a man who is more likely to respond to a job ad that lists all the necessary skills.
Both highlight how companies need to making job adverts more female-friendly and tailoring them to both genders, but also women need to feel more confident in the skills and experience they have.
Overall, encouraging women into data will take many aspects from companies changing the way they look to hire new talent, to introducing data from an early age. However, most importantly everyone needs to work together to attract more women to work in data and the technology industry as a whole.

### Aligning the UK Govt agenda with Big Data LDN 2018
Since November 2016, London's Kensington Olympia has hosted Big Data LDN; the world's largest gathering of data experts.
The yearly event has over 100 vendors showcasing the latest and greatest tech in the Big Data space. Well trodden by thousands of attendees, the event focuses on the ways in which data leaders can build dynamic, data-driven enterprises.
Positive has worked on this event since its creation, three years ago. This year, the event was bigger and better than ever. Here's how we helped make it a success.
Big Data LDN 2018 - The Fourth Industrial Revolution (4IR) report
Like all large industry events, the amount of opportunities to speak to interesting thought leaders at big-name vendors is hard to cut through. However, Big Data LDN had its own news for the event, too. The Fourth Industrial Revolution 2018 Report, in its second year.
Having worked on the report in 2017, Positive's brief was to make this year's report more impactful and relevant than before. Underpinned by research conducted by an independent research house and conforming to Market Research Council guidelines, the research surveyed 500 UK Data Leaders working in large enterprises, across ten different sectors.
The report, written by Positive, designed alongside the Big Data LDN team and sponsored by the awesome team at Domo, revealed that thriving in the Fourth Industrial Revolution (4IR) is no mean feat. The report looked at a broad range of topics from the cost of UK data initiatives, the skills needed by UK data leaders to thrive in the 4IR, and the dichotomy between data privacy and ethics. In addition, the report revealed what data leaders think will happen to the UK's place as a 4IR leader after Brexit.
Alan Mak MP, speaking at Big Data LDN 2018
In addition to developing the narrative and design for the report, Positive also gained endorsement from a member of the UK Parliament, Alan Mak, MP for Havant and Founder of the All Party Parliamentary Committee for the Fourth Industrial Revolution. The findings from the report were announced to press on the first day of the event and then presented to a packed audience of media and attendees in the Data Driven LDN theatre. For this session, Positive organised a keynote speech from Alan Mak MP, which discussed the UK Government's plans to ensure the UK remains at the forefront of technology and the use of data globally. Following the keynote from Alan Mak, Positive founder, Paul Maher, debated the findings of the report with a panel of data experts.
Data Driven LDN panel debate
At the event: PR, press office and boosting vendor content
To ensure the event went smoothly, the Positive team set up a formal press office and reached out to all exhibitors and core media ahead of the event to ensure a sensible process for media relations was in place. The process, essentially, had three parts:
 	Make sure core media knows about the event: the main thing which attracts technology journalists to Big Data LDN is its ability to provide a host of thought leadership and vendor news under one roof. For this year's event, Positive began reaching out to target media two months in advance of the event. By event day, Positive had confirmed 25 media for attendance across a broad range of media, from national newspapers to technology titles.
 	Make sure the exhibitors have a chance to speak with the media: It's no mean feat to provide the chance for over 100 thought leaders, each from different vendors, to speak with the media coming to the event. Again, as early as a month before the event, Positive reached out to all of the vendors to let them know the process for media relations at the event and gave them an opportunity to share their news and thought leadership in the press office and on the Big Data LDN blog.
 	Make sure the event runs well from a media relations perspective: Part of what makes a strong PR team for an event is its ability to actually turn up on the day. It might sound obvious, but too often agencies get this wrong. Throughout the event this year, team Positive manned the press office, ensuring all vendors with booked media briefings had a place to sit and have a conversation. It might sound trite, but it's the small things that matter.
Taking learnings into 2019
As with all professional PR and marketing work, every day is a school day and our hard-working team learned some valuable lessons for carrying out media relations for large conferences in the modern world. The team did a great job, and the event has been a success. Now it's time for the hard working Big Data LDN team to take a rest and get geared up for a bigger and better Big Data LDN 2019.
 

### Fixing IT problems really doesn't need to suck
You will NOT have any IT problems today. 
Sitting at your desk, with your notepad and pen at the ready, today will be the day all of the work gets done. You are caffeinated and poised to make a difference. 
You turn on your computer. It whirrs, the hard disk makes that familiar, whirring scratchy noise. Being productive is just a few seconds away…time to be your best self, time to impress the boss. Time to BE the boss. 
Yet, you hear a beep, and as you turn back to your PC screen, you are hit with the BSOD, Blue Screen of Death, a fatal system error. Now you know you’re going to get nothing done today. Defeat snatched from the jaws of victory. You have a piece of work due at 10 am. Nightmare. 
What do you do? 
 	Call the IT service desk, submit a ticket and wait.
 	Fix the problem yourself, maybe ask a colleague to help? 
 	Ignore the problem, grab your personal laptop from your bag (brought in for this very reason), log on to the company network and deliver the piece of work on time. 
The answer for many is probably the last one, maybe the second one. Sadly, because of the general opinion of the enterprise IT service desk, it is rarely the first point. This is the problem with enterprise IT. 
Well, it was...until Nexthink came along. 
The brief
When Nexthink approached Positive to work on its most recent Next Level Thinking marketing campaign, the brief was to demonstrate how Nexthink’s smart technology helps large enterprises create an end-user focused IT environment, which enables quick and easy self-service and sophisticated endpoint and individual sentiment monitoring for end-user IT problems.
IT problems plague enterprises the world over. This results in a serious lack of productivity and is not helped by the fact that IT is traditionally seen as a cost centre. After all, today, we live in a world where enterprise IT is consumerised. Today’s workforce does not want to work on ancient, slow computer systems - they want to engage with technology in the same way they do at home. This means, using the apps and technology they are used to outside of work.
But how could Nexthink demonstrate it has a solution for both IT teams and also end-users? Both want to work in the ultimate digital workplace. Both want to feel like they are part of the future. The end-user wants a personalised IT experience. The IT team wants to triage IT issues effectively and get ahead of problems before they snowball.
In response, Positive created the core messaging for the campaign based on significant learnings gained from internal Nexthink experts. This helped create a narrative for each of the three core assets which underpinned the campaign. By focusing on the issues faced not just by end users in the workplace, but also IT, Positive was able to position Nexthink as a solution to a host of issues arising from enterprise IT issues. 
The assets
Each core asset for the campaign was created, written and designed by Positive, for different audiences.
Core asset 1
The first asset was designed for those hard-working IT teams tasked with the gargantuan problem of ensuring enterprise IT runs smoothly. Dealing with the problems with today's workplace IT and telling a story around 'how it got so bad', Positive aligned Nexthink with the reader's point of view and highlighted the benefits of Nexthink as a solution to these problems.
Core asset 2
Designed for IT people conscious of Digital Transformation issues, the second core asset details how IT teams can realise the ultimate digital employee experience. This asset focuses on the needs of today's enterprise IT end user, and details how Nexthink helps to personalise IT hardware, software and services to ensure each employee is highly productive.
Core asset 3
As with many IT deployments, the C-Level needs to be bought in and, ultimately, sign off. However, C-Level executives are time poor and do not have time to read long marketing material. To help Nexthink engage with these hard-to-reach individuals, Positive created a snappy and condensed version the Next Level Thinking campaign assets. This focused on C-Level issues, demonstrating how Nexthink helps business leaders get more from IT, realise the ultimate digital employee experience, ensure their workforce is happier and more productive.
The results
Positive responded to Nexthink's brief by providing it with three fully-messaged and created campaigns.
These campaigns are still live and creating leads for Nexthink, so we don't have any hard metrics. However, the feedback we have had is Positive. We'll update this article, but in the meantime, if you're interested in finding out how Positive can help you create the content for your next marketing push, or even design content for an audience you've not engaged with before, just let us know through the form below, or give us a call.

### Now is the time to review what worked and change things up for a bright future
The tech events season in Europe is nearly over for the year. Positive has just completed its support of the most successful Big Data London event yet. 
B2B tech firms are now closing their most important sales quarters of the year, making now the perfect time to review what has worked and change things up for a bright future. 
Together with our growing list of clients we are busy designing and building out next year’s killer campaigns to drive revenues and customer satisfaction. In an always-on world, it is easy to put off reviewing your marketing arrangements until the New Year, which is too late. Accelerating ahead of the crowd is easier when everyone else is slowing down - well before Year End.
For European marketing leaders, now is the perfect time to review what has happened and plan what is to come, before hanging stockings and enjoying the craic and crackers. There are at least 10 reasons to do this now. Half are business-driven, the others more subtle, rooted in the fact that marketing is still mostly performed by humans not robots.
Business reason - The Year End Budget Shuffle
After a year of scrimping and saving, agonizing over huge Gartner fees one month and postponing ad campaigns another, it’s time to see what’s in the kitty. What did not get spent may need spending, or could be lost next time. Why not spend it on building for next years’ success?
Human Reason - The European Marketing Planning calendar
We’ve lost count of the number of US clients genuinely surprised when their neatly calendared plans do not work in Europe. Every year this catches the inexperienced out. Supposedly internationally teams forget Europe has fewer ‘working days', if no less to do. Christmas and New Year delay the start of the year, Easter holidays move around inconveniently, and from there it is no time to the summer holidays/Grand Vacances. Avoid rescheduling with smart EMEA calendering.
Business reason - The Final Reckoning
Too busy executing to stand back and review what was achieved? End of Year reports reconciled across all tactics will tell if your integrated marketing was actually integrated. What were the highs and lows? What expected results were missed?`
Human Reason - Look outside the window
In Northern Europe winter reduces the appeal of being outside. Dark commutes and less venturing out are the ideal time for introspection. With less al fresco distractions reviewing cold hard numbers from a warm snug office can be a relief. Annualised results in PR Sentiment, Message Testing or Web Analytics looked at in this weak light may uncover the seeds of future success.
Business reason - Sales Scapegoating
While Marketing tallys results and budgets, their ‘Revenue Team’ siblings in Sales are looking at their bonus cheques. Their final Quarterly Business Review can be brutal. Always a fractious relationship, some bag carriers, who did not ‘make their number’, will be looking for scapegoats. Directly tracking marketing activity to leads is your friend here, even top-of-funnel activities like PR and Social.
Human Reason - The Season of Giving
Gift-giving is at its height at this time of year. Diwali and Thanksgiving are followed by Hanukkah and Christmas. The traditional receiving and giving gifts naturally uplifts many. New retail categories emerge as seasonal best-sellers, as B2C vendors develop and launch new categories. This makes a New Year the ideal time to launch new takes on B2B Categories, as we plan to with our clients. Watch this space.
Business reason - Brrrr…..Brexit
As the thermometer drops, business optimism about European unity is cooling too. Whatever the eventual result, Brexit-related issues such as hiring EU residents and exchange rate movements are clearly concerning some in the industry. Not all will affect B2B Tech and some may even present opportunities to sell differently, at a better price or with fewer EU restrictions.
Human Reason -  Working it when you’re not working
Customers recommit to abstinence and healthier options in the new year. Offering time and money-saving offers appeals more now than in the height of Summer’s plentifulness. Tweaking your best assets, inexpensively when marketing teams are quiet and digitally promoting them now on slender budget, can actually bring better results than during hectic months.
Business reason - The Regulators are coming
After a great Bull Run, which meant tech stocks were in every personal investor’s portfolios, the winter may be coming. In Europe, moves on regulations and taxation, like the proposed EU and UK Digital Services Tax, DST, and on changes to Data Privacy are challenges, but also opportunities for B2B marketers. They know every issue offers a chance to offer a solution.
Human Reason - Happy families and holidays content
Year ends may well be all about family, but they also offer opportunities to get ahead of the start of the new year. An enforced break allows time for reflection and catching up on industry developments for marketing pros. It does the same for their customers. All of those podcasts, TED Talks, and eBooks you struggled to get to are now fair game when the delights of unavoidable relatives fades.

### TSB, Transferwise and the power of PR
You know it’s bad when the government has to step in. 
Just imagine the UK Government has pointed out to everyone the mess you’ve made; you’ve lost £150 million in a failed IT project and 1.9 million of your customers can’t get access to their hard-earned money. Ouch. 
TSB, one of the biggest challenger banks, recently had an IT disaster involving nearly two million customers, locking some out of their accounts and giving others access to the pension funds belonging to other customers. But why? Simply, TSB rushed the transfer of its activities from its Lloyds hosted platform to a new one and this resulted in an IT meltdown. 
Elsewhere in the world, Transferwise, the money exchange app with an estimated 1 million users was recently hit by a major technical glitch. On 2nd April, all of the app’s users were unable to set up new payments, rendering the service totally unusable.
The response from the two companies to a somewhat similar problem was very different. TSB had its  CEO, Paul Pester, provide commentary long after the customers were affected. Mr Pester, took the strategy of minimizing  the facts and addressed MPs without full knowledge of the scope of the disaster, essentially making an already very public matter, even worse.
Business as usual for Transferwise
In Contrast, Transferwise answered customer concerns very quickly via Twitter’s direct message service. The CTO clearly explained the reasons behind the glitch, and reassured customers a firm process was in place to overcome the technical issue. The consumers questions were promptly answered without any phishing incidents and the issue was.
If the contrast between the two responses isn’t clear enough yet, just take a look at the negative coverage in the press for both companies. TSB’s negative press coverage featured  in all UK national newspapers from April to July 2018, whereas Transferwise suffered a couple of articles mentioning the problem.
Sure, Transferwise’s problem was easier to fix, but it still involved not only the money of its customers but also large and important transactions and was no less serious than TSBs issue. Still, efficient communication managed to “kill the story” quickly and preserve the brand’s image of the “Robin Hood of payments”.
IT teams are under tremendous pressure from Management to deliver increasingly complex projects to very challenging deadlines. Consumers want everything at their fingertips now. However, while the delivery processes of IT projects need to change, and board-level executives need to be more IT-savvy, the way we communicate on these issues needs to change as well. 
There is a serious PR lesson here. We can all benefit from it. Organisations have specific and steadfast SLAs with their customers - letting them down to this magnitude requires a deft and honest response. Turning up to speak with MPs about a serious data breach, unprepared, is no less than arrogant. Especially after a period of marked silence. In a world of citizen journalism and information passing between people faster than ever, we have to be much smarter about the way we communicate business issues to the wider market. 
Nero, the Roman Emperor, was famous for singing and playing the lyre while Rome, the capital of his Empire, was burning. He is still famous for it 2,000 years later, showing people don’t forget the lack of proper care, attention and involvement in times of crisis. History might have proven Nero was not responsible for the fire, but his lack of communication wrote a story that will paint him in a negative light for ages. Don’t be Nero Mr Pester.

### Northern Powerhouse or Dynamo?
Competition is great. It built Silicon Valley and drove this small island to create massive innovations like the steam engine, the world’s first commercial computer, nuclear fission and graphene. What will it do for UK jobs and our economic productivity?
The North West has its Northern Powerhouse, backed by former UK chancellor and current The Standard editor, George Osborne. While its backers, including a baron, formerly of Goldman Sachs, are busy sucking in Government funds and attracting new tech employers, others are not to be outdone.
The North East, is home to the UK’s largest software firm, Sage and boasts centres of excellence for Accenture, DXC and others, built up from its role as a hub for the digitization of the UK’s tax collector, HMRC. It recently also hosted Dynamo 18, where Positive founder, Paul Maher, recently co-presented a panel on Tech Marketing, with senior executives from FinancialForce and Lovell Group.
The point here is the North East is deadly serious about staking its claim on the UK’s tech future. The team behind Dynamo has already raised £42m from Government lobbying and is putting this to great use, creating a brand new technical academy and breaking ground on the impressive National Innovation Centre for Data.
The event which boasted 600 attendees from near and far, was keynoted by Digital Minister, now Health Secretary, Matt Hancock, the son of IT entrepreneurs. We all know that events do not economic miracles make, but they can move hearts, minds and even whole developers. If ‘The Toon’ can continue its journey to being a real hub for technology, the Northern Powerhouse and the others better get ready for some competition. And the great thing is, competition is what might just make UK tech great again.

### GDPR - a journey around a data issue
Challenger Banks are not the only worry for the High Street banking juggernauts, who are shedding customers, branches and staff.
With more than 40 regulations introduced in the Financial Services industry since the 2008 financial crisis, Compliance and IT teams in larger banks have been competing against time to deliver effective compliant reporting data.
Cutting through and reaching core banking influencers was no easy task. Therefore, a traditional email, PR or social campaign was not going to directly generate leads. Delphix needed content which was exciting to read to gain credibility for its point of view and a customer journey which was easy to measure. For both Positive and Delphix this was uncharted territory, both had to take risks to make it work.
Delphix needed industry specific information to support its sales lead generation efforts in European, Middle East and African banks. To align Delphix’s proposition with the key issues of compliance in the FS industry, Positive Marketing created and executed a modern integrated account-based marketing campaign covering research, email, social content and PR.
This survey focused particularly on the use of legacy technology for compliance reporting and the struggles many have to get those systems fit for reporting. This core pain point was accurate, as it troubled many banks who were using a mix of old and new technology to source, test and submit data to the regulator.
Delphix specified it only wanted to generate leads within EMEA banks with the following job titles; Head of Compliance/Risk, CIO, Line of Business Owner and Head of Quality Assurance / Testing. Combining social listening techniques with lead generation platforms, Positive Marketing identified every incumbent of each job title within Delphix’s target list of banks.
Underpinned with fresh market insight from the survey, Positive Marketing suggested compliance in the FS space was like a ‘car journey’ using the Highway Code theme throughout the resulting 16-page eBook. This Highway Code concept had the benefit of being both easily recognisable throughout EMEA.
Once the core eBook asset was created, it was atomised into three sections; each highlighted a data pain point faced by EMEA banks when it came to compliance. These pain points were; data security, data delivery and data testing. For each section Positive Marketing created hyper-shareable content that was then promoted by Delphix through digital and social channels.
Positive Marketing used its graphic design skills to create advertising banners for the eBook, used across Delphix’ owned media channels. The exercise proved, with real numbers how a very targeted Account-Based approach, with strong content is the way forward. Now the journey continues, albeit this time with valuable lessons learnt and less uncertainty.
For PR, Positive Marketing advised Delphix’s agency of record on the press release created for the launch of the eBook and market survey results. For the content, Positive Marketing worked with Delphix to agree powerful messaging, sharp visuals and engagement with specific influencers. This sector of the Financial Services industry had seen nothing like this before from a technology vendor.
Set a target of generating 150 net new leads within five months, this campaign had to deliver awareness, create a long-lasting sales asset and deliver actual sales pipeline. After just three months, Positive Marketing’s ‘Road to Compliance’ campaign generated over 200 leads including technology and compliance executives at ING, HSBC, Bank of Ireland and Santander.
As importantly, Positive Marketing empowered Delphix to hammer home the importance of Data Masking and Virtualisation, positioning their sales teams to explain how, when applied appropriately, a bank can use their data to supercharge reporting with pinpoint accuracy.

### Banking on GDPR - in simple terms
The global financial services industry is undergoing a data-driven facelift.  As Charles Dickens’ novel “A Tale of Two Cities” almost said, for banks GDPR is ‘The best of times and the worst of times’.
The best of times, because it is brimful of new opportunities to become a true provider of lifestyle-changing services to customers. The worst, because unless a choice is made over securing and not securing data stored in legacy technology, FinTech companies and aggressive competitors from Silicon Valley will affect market share, not just force bank branch closures.
Of course, ensuring data confidentiality is a worldwide issue for businesses. Now though, as we saw with the Facebook and Cambridge Analytica scandal, governments, regulators and ordinary citizens take data privacy more seriously than ever before.
GDPR will have a direct impact on day-to-day operations for banks and some believe it is contradictory to the Open Banking (PSD2) regulation launched in January. PSD2 makes things even more serious, because it forces banks to open up their archives on customers’ spending data. The idea is to offer customers a better banking experience, on par with what they have come to expect in with Amazon and Uber.
On the other hand, GDPR forces banks to ensure the privacy of the data they are holding for their customers. They will need to show consumers they are handling customer data securely and are able to erase customer data when customers carry out their right to be forgotten. If banks do not comply they will incur substantial fines, which could be as high as $20million.
On top of that, regulators are able to call for ad-hoc reports now, in addition to the regular quarterly and annual ones. Currently, the complex IT structures found within banks do not help them provide ad-hoc reports, and some banks do not have complete visibility meaning they are unsure if their data is confidential. Clear and quality reporting is based on three things, data quality, quantity and actionability of the insights provided in the reports.
How can banks manage not only compliance, but excellence, in a short period of time?
Positive Marketing, with its experience working with its Financial Services clients and GDPR, advised and then broadcasted SunTec message on GDPR. Positive helped SunTec create an alternative Point of View where it argued customers will need to be responsible as well  for GDPR and understand in simple terms what data they are providing to banks and how financial services firms will be using their data.
In the blogs created by Positive, we also discussed at a technical level how SunTec can help make the most out of GDPR. The content linked how improved data management could happen if banks were able to add a middle layer into IT systems that would wrap around all core IT systems that holds most customer data, condensing all systems of record into one layer. It can also bring in extra benefits such as providing new insight which could improve revenue, widen profit margins and ensure efficiency.
If banks can see GDPR provides plenty of opportunities to get them closer to their customers, 2018 might be the year that consumer trust peaks for the sector.

### When X-Day became the warning shot for GDPR
The EU General Data Protection Regulation (GDPR) has made ensuring data confidentiality a worldwide issue for business. As we saw with the Facebook and Cambridge Analytica scandal, governments, regulators and ordinary citizens now take data privacy more seriously than ever before.
GDPR will have a direct impact on day-to-day operations for every organisation, whether public or private sector. They will need to show consumers they are handling customer data securely and are able to erase customer data when customers carry out their Right To Be Forgotten. If they do not comply, they will incur substantial fines, which could be as high as $20million.
The new regulation has a global impact. GDPR is calling for all data belonging to EU citizens to be protected at all times and if there is a data breach, the local data regulator must be notified within 72 hours. The threat to businesses comes from malicious actors on the internet, who use ever complex methods to steal information for financial or egotistical gain.
Industry research from Verizon shows it currently takes 99 days for businesses to uncover a data breach, which falls foul of the new data regulation. This means 100 days before the GDPR deadline on May 25th 2018, is the final day for organisations to get their act together on securing their customers’ data. February 15th 2018 was the 100th day to make sure data cannot be exfiltrated.
Our Take
Positive Marketing, with its experience working with GDPR since 2014, advised and then broadcasted our client EfficientIP’s message on GDPR. We helped create data exfiltration day, also known as X-Day. The Point of View urged businesses to protect the Domain Name System (DNS) as it was a very popular way for hackers to exfiltrate data away from the corporate network.
The research, press releases and blogs generated by Positive reviewed how organisations across three regions; Europe, North America and Asia were preparing for GDPR. We analysed the data and found how much businesses were spending on GDPR compliance, how confident they were feeling about complying in time and what would be the major benefits of compliance.
Positive Marketing also identified dates where it will distribute the new data to create rolling thunder ahead of February 15th and secured coverage on Data Privacy Day as well as the Winter Olympic in Korea. This raised anticipation and awareness ahead of the February 15th launch.
On launch day itself, Positive led the global PR charge which generated 25 pieces of coverage in UK and US IT and business publications. The success of the Thought Leadership PR campaign also led to the data being used in press releases from other organisations.

### B2B tech marketing post GDPR
The General Data Protection Regulation (GDPR) was hyped to levels last seen for Y2K. 
However, thanks to the Cambridge Analytica scandal, its ramifications are clearly not just for Cyber Security firms. It impacts half a billion EU citizens, plus any company anywhere on this planet selling or communicating to them. And this is not just a B2C issue. B2B marketing professionals need to react, but maybe not as many expect.
The game has changed
Pre-GDPR, marketing tactics like email, telemarketing and corporate events were well proven. Data brokers, content publishers and online advertising re-targeters helped B2B marketing pros to access large amounts of prospect data with impunity. These data-heavy processes were reliant on a blend of internal and third party databases  of variable quality which created a lot of ‘data wastage’. The reasons they did so are worth reviewing:
 	A mistaken belief in volume, leading to a ‘more is more’ approach
 	The perennial Sales or Marketing dilemma of dirty databases
 	Accelerated sales prospect churn as B2B buyers change to Digital transformation roles
 	‘Content fatigue’. Apathy caused by poor quality B2B content
The Ad Blocker arms race
Now GDPR is set to regulate the ‘Wild West’ of digital marketing and the time has come for change. Handcrafted One-to-One marketing techniques like PR and events always offered stronger brand awareness and consideration. That message got lost in the data feeding frenzy which led directly to new privacy laws like GDPR.
Compared to fast-fix, data-driven marketing, tactics such as PR and analyst relations were perceived as costing too much in time and for the expertise which they require. To be fair, until recently they were less easy to measure. Thanks to the a raft of digital tools, this has all changed. In fact, given the allegations of ‘click fraud’ by some, it is arguable real readers of real B2B publications, especially those who comment, are perhaps the most identifiable and valuable of marketing results.
Playing the longer game
Those who champion direct marketing and ad retargeting, make good points. Time spent by prospective buyers on phones and tablets has risen and so too has their potential consumption of online ads and because obviously, outside of work hours, even B2B customers are social media surfers.
B2B tech decisions though typically involve many stakeholders and are made over time because multi-year budgets are agreed and signed off across departments. At each stage in the sign-off process, it is immensely helpful for sales teams to point to ‘proof points’ as enterprise software is installed, configured and tested. While PR is seen by many as ‘Top of Funnel’ rapid response its effectiveness as that proofpoint can last a long time. 
Here are our top tips:
 	Tag news for maximum SEO goodness
That way, announcements  add to the gravity of a website even when the initial ‘newsiness’ has worn off. Use social tools to look for trending words and phrases which are spawning user searches when writing news releases. Use digital tools to pay special attention to hot tech keywords which buyers use and ‘leapfrog’ larger brands which you can tag if you mention them.
 	Backlink barter
Whatever your content, marketers prefer prospects to interact with it, moving from awareness to consideration of offers, where they can ‘see it’. This may be on third-party marketing hubs, or owned websites. Post GDPR permission to identity these prospects will be harder, so backlinks will become more critical and well worth trading with other well-received sites.
 	View PR hits as short-lasting web campaign assets
We know from client research that achieving editorial coverage in strong tech titles even without a backlink, generates up to 300% more web traffic than on a normal day. Viewed in this context press releases should seamlessly tie in with the latest web campaigns.
 	Use Social to ‘retarget’ PR
Given the effort to generate media, it is wasteful not to reuse them. Using Twitter, Linkedin, Medium or even Facebook for Business and Instagram, is fast, easy amplification, especially when multiplied by as many social accounts as an organization’s users have. A real no-brainer many forget. In our view, this should be part of the job description, not for the marketing function.
We would clearly be delighted to help with your move to post GDPR Marketing, whether that is PR-based or an inbound content strategy that has customers offering you their data. Feel free to contact me on pmaher@positivemarketing.com or check out our website to see how we can help you further.

### When will Facebook die?
Ten years ago Facebook approached me for a senior European PR role. I arrogantly prophesied “You don’t need PR, you need a crisis plan’ and never heard back. In purely financial, it was a mistake. But career-wise there is also some consolation in knowing I was right - if a decade too early.
Several billions in revenue later we see the first rumblings Facebook does in fact need a crisis plan. On recent evidence of CEO Mark Zuckerberg's Congress 'grilling', it does not need to be a very good one yet. So, what are the chances of Facebook’s survival into its founder’s fourth decade? Here’s our five point guide. 
 	The Long tail of Grandma’s PC
Facebook’s has failed to sign up the whole world, whilst outranking the US as a ‘country’. But as 68% of adults in the world’s largest economy, still using it, Facebook has a long way to fall before denting  its impressive advertising stronghold. Once grandma has Facebook on her desktop PC and  ancient iPhone and, it ain’t getting deleted. Understandably, investors love ‘long tail’ usage patterns.
 	Diversify for eternal youth
Youth-oriented adverts traditionally cost more. The assumption that ‘getting them young’ meant getting them for life is why the team at Hacker Way made their savvy 2012 and 2014 purchases of Instagram, which counts 71% of 18-24 year olds as users, and WhatsApp. These were smart for age diversification, but also for geographic coverage outside the US for technical reasons.
 	Whistleblower chaos
The hardest blow to the Facebook empire was swung by former Facebook employee and born-again survivalist, Antonio Garcia Martinez. His expose of the real Facebook money-spinner, targeted advertising, Chaos Monkeys, kick-started the realization of why the Internet is like an echo-chamber. Predictable because it is governed by the algorithms of Facebook, Google, Amazon and others. Despite his best efforts, one man will not bring down Facebook.
 	GDPR plus plus
Europe’s data privacy regulation, or rather it’s much-anticipated US equivalent, is where the action will be for Facebook. The ‘Right to be Forgotten’ actions of a young Austrian lawyer is the original ‘law with legs’. Penalties up to 4% of global turnover and potential prison sentences may finally losen Facebook’s iron grip on the advertising market, where with Google it holds 80% market share. This is the existential issue, can it appease advertisers worried their brands could become tainted by a privacy scandal? It needs to avoid any perception that using Facebook to reach customers is a risky business.
 	Graceful old age
The ultimate threat to Facebook’s impressive dominance of the advertising market is, perhaps fittingly, publishing. Facebook has sucked the life out of countless publications and advertising agencies,despite the fact, which Zuckerberg contests, Facebook is a publisher. If, which makes its money from people’s data, while replacing the people who curated their newsfeeds, really does have  to play by the same rules as the very platforms it replaced, will over time weigh on its profits.
No premature obituaries
If anything, recent moves by Facebook to limit outsiders’ access to its data, while reneging on its promises not to share data across its platforms in the face of a paltry €110m fine, means it is stronger than ever. With ad revenues up 50%, this is clearly not the end, but perhaps the upcoming pincer movement of youth apathy and global data regulations means it may be the end of the beginning.

### Fourth Industrial Revolution: a revolution by word and design
Today, we are living in the Fourth Industrial Revolution, one that is powered by data analytics and machine learning. Like its predecessors, the current revolution will usher in progress, define new business processes, design job roles never conceived before and create real-world wealth. Like in the other revolutions, technology is at the core and at Big Data LDN, Positive Marketing developed a Point of View for UK Technology Leaders which explained how UK organisations could get the best out of their talent, technology and processes.
However, word alone does not make a Point of View bold and big enough to capture the imagination of 5,000 people attending Big Data LDN. To make Big Data LDN 2017 even more successful, it needed a progressive Point of View and a tone of voice to match.
Designing and delivering a revolutionary Point of View
To develop an alternative point of view, Positive Marketing set up a 4IR steering group of UK Tech Leaders whose illustrious backgrounds included data leadership at organisations such as Marks and Spencer, Network Rail and Southern Water. 
The group provided a first-hand view of data-related struggles and successes found within UK businesses. The market issues below were first identified, we then took these themes and surveyed 250 Data Leaders at large UK organisations to understand what their thoughts were:
 	What is the UK's role in the face of this new wave of data-driven global upheaval? 
 	Which skills and which technologies do we need to make sure, this is not the first industrial revolution which Britain misses out on? 
 	How will regulations and Brexit affect the tech talent pool?
Positive Marketing analysed the survey findings and created a Point of View for the Fourth Industrial Revolution Report. We had a big influence on the creation of the report, assisting in the copywriting as well as advising on the graphical layout of the content to make the Point of View digestible for readers. The fresh research data was also used for digital marketing to attract more attendees to go to the Big Data LDN conference. 
In November 2017, the Fourth Industrial Revolution Report was launched in front of a packed conference room at Big Data LDN where the findings were debated by the members of the 4IR steering group. Having an alternative Point of View which showed how the UK can be successful in the 4IR helped Big Data LDN beat its previous event attendance record.
There is no doubt the 4IR is here to stay and we watch with eager anticipation to see which UK companies are making the big steps on this journey. As with every previous industrial revolution, some will win and some will lose. 
For those who missed out on the launch, here are the three tips for UK organisations to succeed in the 4IR:
 	Create and deliver data strategy which is communicated throughout the organisation
 	Look internally for 4IR talent first as they already understand the business model
 	Assess your current technology stack to see if there is a place for strategic data management technologies
Within the first month of publishing, the report had nearly 1,000 downloads and providing Big Data LDN with content to set up 2018 marketing campaigns. How well are UK organisations doing on 4IR, let’s reassess later this year at Big Data LDN 2018.
To find out more about the work we have done with Big Data London or other content projects, please do get in touch - estevenson@positivemarketing.com

### Positioning Open Banking as an opportunity, not a threat
In PR, negativity framed in Fear, Uncertainty and Doubt (FUD) normally gets the headlines. However, with a contrarian approach, Positive Marketing helped SunTec attract over 24,000 views of its Open Banking content.
The financial services industry has never seen so much change in its 300-plus year existence as it has within the last 10 years. Changes to sector-specific regulation as a consequence of the 2008 Global Financial Crisis meant banks today have to deal with more red tape than ever before. These new regulations wanted to create two changes in the financial industry; to make sure banks have enough capital to survive if 2008 happened again and to create a very competitive market which works for, not against, the consumer. 
Under the concept of Open Banking, where banks are forced to share super valuable customer data with third parties, our high-street juggernauts are now pitted against the likes of Google, Amazon and Facebook in a battle for market share. On one side, you have high-street banks who have the credibility built up over centuries of experience. On the other,   consumers have digitally-empowered agility offered by Google, Apple where payments can be made with a fingerprint scan. 
Will complex change in the market end up in a war of attrition where we see the technology industry triumphs over traditional banking, or vice-versa? If you read a lot of opinions, you may think this is the only option. However, the debate in banking is not as destructive nor reductive as you think. 
Thought leadership, by definition, is contrarian. By going against the current consensus to explain why Open Banking provides high street banks and FinTechs an opportunity to collaborate, SunTec brought a refreshing Point of View to market through its content hub, SunTec ViewPoint.  
To further expand the reach of SunTec’s thought leadership, we advised SunTec to use existing earned content opportunities to drive eyeballs and traffic to ViewPoint. By using SEO-friendly writing techniques, Positive Marketing made SunTec content on Open Banking more searchable online and captured over 24,000 views with three blogs posted on a leading Financial Services publication. 
The traditional Financial Services industry is finally adapting to the pace of its digital challengers. New regulation such as PSD2 will deliver the offers and rewards many consumers deserve. While it is premature to discuss the end of some high street banks, Positive Marketing combined earned and owned content nous to position SunTec as a technology pioneer in Open Banking. 
Please do get in touch if we can help you with content, PR, social, or any other marketing needs - estevenson@positivemarketing.com


### Taking a fresh look at GDPR
As PR and content experts, we have been more than aware of the General Data Protection Regulation (GDPR) for some time now. Like many regulations, it is transformative and ushers in a new era of the way we collate and share Personally Identifiable Information (PII). 
Those tasked with protecting our liberty as everyday, hardworking citizens have had a decent grasp on the importance of data for some time now. However, organisations have taken some time to catch up. Welcome, GDPR. This new regulation, which replaces the Data Protection Directive 95/46/EC, is designed to harmonise data privacy laws across Europe and to reshape the way organisations across the region approach data privacy. It’s a big deal.
You can imagine the number of marketers and PRs that have had a field day with this topic, but to what level of success? Part of what makes creating a campaign off the back of a massive regulation such as GDPR challenging is the sheer amount of content already saturating the market. They say ‘content is King’, but we believe content can also be shocking and too much of it will lead to decision paralysis. So, how do we ensure, with our PR hats on, we are responding to a genuine buyer concern, rather than adding to the noise. 
While we can’t tell you our secret sauce, we can say that cutting through this ‘content shock’ to ensure our message resonates with its target audiences is our modus operandi. It comes down to effective storytelling as well as positing the content in a tangible and recognisable reality.
We cut through the hype, and set our interest onto the nuances between different tech companies and their GDPR solutions. Why? Because these nuances help us cut through. By working with Nuix to tease out its value proposition for GDPR and understand what makes Nuix different, we were able to create a campaign with the power to resonate. 
For Nuix, a powerful software platform for indexing, searching, analysing and extracting knowledge from unstructured data, this meant helping its customers and prospects to see GDPR through fresh eyes and demonstrate Nuix’s ability to provide prospects with the visibility to act. Famous writer, Sir Arthur Conan Doyle once said: It is a capital mistake to theorise before one has data’ - this is the the Nuix speciality. 
You can take a look at our work here and see for yourself.
Here are some of our tips for realising great content creation:
Soak in it - question everything
Polished content creators are curious by nature. They’ve learned to be curious about the internal knowledge they already have and the external information that's being promoted out in the world. It's the insights that come from this inherent curiosity that makes great content.
“You need to be curious to identify problems worth solving,” says Lorraine Twohill, head of marketing at Google, “and then come up with new solutions.” It's these proposed solutions to age-old problems that gets content creators on the radar. 
Get in the habit of questioning the status quo by constantly playing devil’s advocate. Taking the contrarian view of a piece of content can be difficult at first, but if you start to question why the author thinks this way and what happened in the industry that triggered this viewpoint, you’ll begin to think more critically about the content you’re consuming. And if you didn’t know, critical thinkers make great content creators.
Have a VERY clear idea of how you’re going to get it out there
Please do get in touch to find out more about our work with Nuix and how we can help you with content and more
eharrison@positivemarketing.com

### Can the UK really lead the Fourth Industrial Revolution?
A very British revolution is in the air. It’s official, we live in the Fourth Industrial Revolution (4IR).
The First Industrial Revolution was sparked in the steam-powered North of England. The second was pioneered by British industrialists who recycled World War II computing to count teacake sales, inventing Enterprise Resource Planning (ERP) in the process. The creator of the third was a British academic, Sir Tim Berners Lee, who brought us the World Wide Web.
As the third revolution developed, one key component grew dramatically – data. Breakthroughs in technology started to increase the value of data at an exponential rate and it continues to do so. Today, we are living in the 4IR, one that is powered by data analytics and machine learning.
Why is the 4IR important?
The 4IR has received plenty of media attention over the past year. In the beginning of 2017, world leaders in business, media and politics gathered at the foothills of the Swiss Alps for the World Economic Forum and proclaimed the 4IR will create economic progress and human advancement. Last month a UK Government report boldly predicted the 4IR will unlock £455 billion in the next decade for the local manufacturing industry in as they integrate the advances in technology.
Like its predecessors, the current revolution will usher in progress, define new business processes, design job roles never conceived before and create real-world wealth. Technology is at the core of the revolution and at Big Data LDN, in response, Positive Marketing developed a Point of View for UK Technology Leaders which explained how UK organisations could get the best out of their talent, technology and processes.
Big Data LDN 2016 was a first year standout success with over 3,000 attendees heading to the Olympia to watch Tech Leaders talk about how data is causing revolutionary changes in UK banking, transport, retail and utilities industries. To make Big Data LDN 2017 even more successful, it needed a progressive Point of View and a tone of voice to match.
Designing and delivering a revolutionary Point of View
Soon after the World Economic Forum in January, we helped create a 4IR steering group of UK Tech Leaders with illustrious backgrounds including data leadership at organisations such as Marks and Spencer, Network Rail and Southern Water. The group provided a first-hand view of data-related struggles and successes found within UK businesses. The market issues below were first identified, we then took these themes and surveyed 250 Data Leaders at large UK organisations to understand what their thoughts were:
 	What is the UK’s role in the face of this new wave of data-driven global upheaval?
 	Which skills and which technologies do we need to make sure, this is not the first industrial revolution which Britain misses out on?
 	How will regulations and Brexit affect the tech talent pool?
Positive analysed the survey findings and created a Point of View for the Fourth Industrial Revolution Report. We used the fresh survey data to pitch and secure press registration for Big Data LDN. The data was also used to attract more attendees to go to the Big Data LDN conference.
In November 2017, the Fourth Industrial Revolution Report was launched in front of a packed conference room at Big Data LDN where the findings were debated by the members of the 4IR steering group. The strength of the survey findings and the excitement from the press pitches generated the coverage in some major IT publications including Computer Weekly, CBR and Silicon. Furthermore, the event attendance record was beaten early on the second day of the conference.
There is no doubt the 4IR is here to stay and we watch with eager anticipation to see which UK companies are making the big steps on this journey. As with every previous industrial revolution, some will win and some will lose. For those who missed out on the launch, here are the three tips for UK organisations to succeed in the 4IR:
 	Create and deliver data strategy which is communicated throughout the organisation
 	Look internally for 4IR talent first as they already understand the business model
 	Assess your current technology stack to see if there is a place for strategic data management technologies
A special thank you to the Bill and Matt Stubbs from Big Data LDN, the members of the 4IR Steering Group and Alan Mak MP, Chair of the All-Party Parliamentary Group on the Fourth Industrial Revolution. Let’s see where UK organisations are in a year’s time.

### A whole new Positive world
When we first opened our doors, a decade ago, the goal was simple; build the go-to integrated PR/Social/Content shop for UK tech firms. 
We’ve won clients and projects from the largest global agencies and stolen awards from under their noses. It was a decent start for us as a Tech PR firm.
Positive grew as tech went mainstream and our global approach appealed, from Helsinki to Wellington. Knowing how hard it is to scale excellent service levels, we hesitated. From the offset, Positive attracted US clients - now they demanded we replicate our UK results in their own backyard. We took the plunge, extending our reach to the US and for the last three years have selectively supported US clients who need Positive services in the Land of the Free.
The demand from customers kept coming. We needed to do more. So we created our Europe Middle East and Africa (EMEA) hub, a best-of-breed network of like-minded agencies linked by customer need and driven by a common interest in great results for enterprise tech companies. What do we mean by best-of-breed? We offer two or more on-the-ground alternatives in major markets and scale support up and down as client needs change. It’s flexible and keeps us on our toes. Win-win
Let’s pause for a minute to consider the advantages such an approach offers over traditional ‘agency networks’;
 	No passengers – Unlike networks, we don’t work with agencies who cannot deliver. With a network, it is ‘All or nothing’, most often, nothing.
 	Glocal – Reporting in English, with native-language content, peppered with local market knowledge to ensure centrally-developed messages are relevant in local markets.
 	Mix and Match – With alternative suppliers in France, Germany and Sweden, should we need come to change things up, we can, fast.
 	One throat to choke – With proven processes to monitor performance, drive results and deliver coverage via state-of-the-art online reporting tools, you only need to tell us once.
 	Step on, Step off – Most clients work to tight budgets, we do too. Turning on projects in far-flung territories only when needed stretches budgets further.
With EMEA hub clients headquartered from France, India, Romania and the US, we are spreading our wings. Why not fly with us? What’s next? Coming soon – Positive’s APAC hub.

### And the winner of ‘Marketing Strategy of the Year’ is…
Taking an idea from your head to the page is one of the key challenges we face daily in marketing. Many have the ideas, a few of us can write and some can even execute on a plan, but it takes time. It is therefore all the more gratifying when ideas become reality and bear fruit and marketing strategy becomes content which creates leads which convert into revenue. Dreaming big needs to land big sales. Best never to forget that.
For Positive Marketing, founded in a recession from a bedroom which doubled as a nursery, it has taken eight long years to achieve the third party recognition we always hoped we deserved. So it was on a sultry afternoon atop the flamingo-adorned finery of Kensington Roof Gardens that our work with Delphix brought us this handsome trophy – Computing’s Tech Marketing & Innovation award for Marketing Strategy of the Year.
So how did we finally get there? It was not dreams alone ‘wot won it’. Rather it was intense client-focus working to a very tight brief to deliver leads from a tightly-defined target audience. Our challenge was to bring the benefits of Delphix’s DataOps technology to the time-pressured compliance teams nestling within Europe’s financial services sector.
Cracking the code
The hard-to-find professionals who sit somewhere between traditional IT specialists and legal eagles, needed to be persuaded to consider a fresh approach, from a vendor they were most likely unaware of.
Using the UK’s Highway Code as a style touchpoint and with copy that wove in the ‘journey to compliance’ tightly with Delphix’s message we created a perfect ‘core asset’. To make sure readers took value away, bespoke research and redacted case studies from their peers were embedded. The result was unlike anything seen before in the Governance, Compliance and Risk (GRC) sector before, creating massive stand-out.
From this the campaign team rallied to create nurture streams to ‘chivvy’ those considering new data governance solutions to the challenge. This involved custom blogs, emailers and promotion to the financial services titles most relevant for the target customers. The results followed, including over 25% more leads than targeted, sales meetings with large European banks and culminating in the award win for Positive. All thanks to a client with the vision to back it’s very different approach.
On to the next one
While it is gratifying to stare at the trophy and a matter of pride for the team, the new accolade will not go to our heads. We have celebrated and dissected the elements which came together so successfully, and are already deep into the planning for its successor. We know it is only by hard work we can hope to make it less than eight years before our clients see their campaigns the spotlight.
You see, we are all about turning the winning campaigns in our heads into results. Ideas are cool, awards are great, action speaks louder than either. We are already working on our next award-winning campaign.

### Everyone’s gone surfing - a less risky wave
I visit the US West Coast regularly to meet clients and prospects. There are few places, except perhaps these days China, India and Israel, where tech is taken so seriously. Even a brief visit reveals a lot about the state of the software industry, which many have believed for some time is ‘Eating the world’.
This recent California trip took in a lot. From an Open Source conference to lunch meetings with leading tech investors, from very open discussions with senior marketing folks at privately held billion dollar companies to trash talk from wannabe VC-funded hopefuls, plus one legendary vlogger. A rollercoaster 500 miles in four days and worth every minute of jet lag for the insights we returned with.
Tech bubbling along nicely
Economists and academics have puzzled for decades about the secret sauce of the Bay Area’s tech success. Now on the peninsula with the smarts, despite the perfect mix of climate to attract the world’s top minds, change is afoot. Some, including, it seems, the President, believe it is high time for a rebalancing of the US economy away from its reliance on tech firms. This comes at a time when surfing, West-Coast based Apple, Alphabet, Microsoft, Amazon and Facebook, currently make up the five of the ten largest companies on the planet.
The fact is, many other parts of the world are hungry for high-paying tech jobs, troublesome cash piles and can stomach lower tax receipts in order to build up their credibility as a tech hub. There were clear signs during our visit that famously bullish US tech investors are nervous. My colleague and I noted the front page of the Wall Street Journal proclaiming “Once flush startups struggle to stay alive”. It is also notable that according to KPMG’s Venture Pulse, at the start of the year saw “The Americas saw a decline in total deal volume”.
Were this unthinkable move away from tech actually happen the lofty valuations enjoyed by many tech firms would be threatened. So would the premiums they pay to acquire hard-charging startups, their employees’ generous bonuses and salaries. Ultimately, the Golden State’s tax take would suffer - less eating the world, more a case of tough medicine and economic indigestion.New investors, a calmer future?
The game though may not be over though, merely entering a new phase. Interestingly the same KPMG report sees ‘Corporate venture capital participation rise as a percent of overall deals’. If this continues, the ‘Old Guard’ might just replace the VCs as the main owners of the next draft of tech hotshots.
Few major corporations are still led by their original tech founders, most of whom have long-since exited successfully. Ironically many of those founders left for career as VC advisors and now may be competing for scale-up deal flow with the teams they left behind post-IPO. 
What corporations offer is a less exciting form of funding in exchange for the much-needed innovation they need to avoid being disrupted. Often they also bring the much-needed business savvy needed to calm down the crazy pre-profit, or even pre-revenue valuations which is causing many to claim tech is overdue a value creation. For example, they are unlikely to buy shares in a startup whose highly-tech juicer has been dubbed a $400 paperweight.
Europe’s path to tech prosperity
In Europe, the UK too is under pressure from other European countries happy to offer homes for the growing Fintech cluster which London currently enjoys. Here though, there is less reliance on VC and more on good old fashioned bootstrapping and the much-maligned, but perfectly viable trade sale, as witnessed by the recent Fairsail acquisition by Sage.
Positive Marketing has from its inception worked with the best of the best from the West (coast). Our first client was a VC-backed Silicon Valley IT management firm expanding into Europe. Our most recent client though is a UK-founded cloud services company looking to reach out to the US. You could say we span the two. 
California is still a dreamy place for tech firms to exist, its networks of funders and academia are second to none. However, it is certainly no longer the only great place for startups to flourish. The UK for instance is seeing hubs from Edinburgh to Brighton, Nottingham to Manchester and beyond. 
So, the investors may be more traditional, the location may be closer to home and the race is on in earnest to see if anywhere on earth can rival the cradle of the industry eating the world. If Europe is to learn anything from the cooling off in US start-ups, it is to focus on the basics of tech, revenue and people. It’s time to zip up and see who can stay on their board long. The next wave is always building. This is what we really learnt from our surfing US cousins this year.

### Open question - where next for open source?
The Percona Live Open Source Database Conference in Santa Clara has become the annual ‘trip to Mecca’ for the open source movement. As well as the ‘usual suspects’ of open source vendors, the big guys showed up, with presentations by Oracle’s MySQL division and exhibition booths for organisations whose code base relies heavily on open source, such as Netflix and Uber.
This year, with open source now in use by almost every government organisation and enterprise on the planet, there was a unifying question on the lips of every one of the delegates. If Open Source databases have gone mainstream, where to next?
The need for a new mission for open source was made clear by Peter Zaitsev’s opening speech where he laid out a vision of a stronger community than ever, but one which was based on today’s commercial reality as well as ongoing technical innovation into graph and time series databases.
There is little doubt that outsourced innovation is still at the core of why open source makes commercial sense. No one organisation, not even the largest of IT companies, can afford to employ the number of coders who contribute for free to the larger open source community projects. For this reason, it is likely both Artificial Intelligence and the Internet of Things will have open source at their core at the start and well into the future.
What is less clear is how vendors who are trying to monetize, some in the face of increasing demands from their Venture Capital backers, can become cashflow positive to justify the growth projections which has helped some of them raise large sums. This imperative to become more ‘commercial’ has become clearer at the same time as recent changes at Ubuntu distro backer Canonical, who cancelled its Unity project and at MariaDB, whose licensing model has been questioned by some.
In a market which, perhaps because of its ‘anti-establishment’ culture, is not well-understood by traditional IT analysts, the most relevant analysis is homespun. Day Two’s presentation by Paul Dix, of Influxdata, was an example. In a packed session, he revealed that despite some who think otherwise, all open source projects are ‘subsidised’.
This is not always obvious because in addition to commercial database vendors, such as Oracle, code creation is subsidised, non-directly, via revenue generation by enterprises such as Facebook and Google, who contribute back to the codebase and to the community’s viability.
Of the seven potential revenue streams he laid out, Dix claimed only two made sense today in a world where cloud vendors can offer much better costing based on their economics of scale. These were Open Core and SaaS, whilst making the point, most Open Core is SaaS and so they are synonymous. Unsurprisingly, many vendors at the show were Open Core plays, where much of the code is shared and additional, though crucial, elements are paid for items.
The reality that a new ‘open source’ bargain needs to be struck, will no doubt cause consternation within some community circles as unethical. However the admission that as Dix characterised it, “We need to find a way for the Open Source party to continue.” dawned on many at Percona Live.
Like many times in this most entrepreneurial of technology communities, few can doubt that such requirements will bring huge winners and even some high-profile losers, For industry watchers, databases, which many had written off as commodity IT, have never seemed more interesting.

### Finding your company’s home in the Message House
Today we live in the Content Shock era. The frequency, density and variety of marketing communications promoted today via every social, mobile and digital platforms is making your buyers squirm. In this era of mass information, technology companies should aim to differentiate their messages, not better their competition’s. The Message House is the ice breaker which opens doors to your target audiences’ consciousness.
The Message House is a key corporate storytelling document and process. It can be used to communicate to a variety of audiences, including employees, partners, prospects, customers and the press. Do it well, and one Message House can communicate with every audience.
You come across many Message Houses on a daily basis, more than you think you would. You watch the news and inevitably hear Donald Trump talk about “How to make America great again”. You surf Instagram to find a Guinness advert at beer o’clock to tell you, you are “Made of more”. Why does a beer think they can make you better? Better at what?
We have been lucky enough to help B2B technology companies build their Message Houses from scratch. From European start-ups who want to make a difference in a software world dominated by heavy American behemoths, to altering the strategic narrative for a company who builds and serves digital ads, with the aim of releasing the stranglehold Facebook and Google are placing on marketeers.
Based on the experience we have gained, we see three common themes pop up during the Message House construction process:
Find your long tail
If you think the Message House is going to solve today’s problems, you are already too late and a rival has probably done that already. The B2B technology industry evolves rapidly so Message House builders just need to be a step in front of the market. A question we normally ask is, “Will the House be relevant in 18 month’s time?”
Some organisations are too revenue-driven to focus on the bigger picture, others voice their objection based on the product not being available to solve the issue. Those Message House builders must rise above these concerns and highlight the most problematic long tail issues and their solutions.
Being different wins
 	Did Donald Trump win the US Election because he had better hair? No. 
 	Did Donald Trump win the election because he had superior experience as a politician? No. 
 	Did Guinness build a globally recognisable brand which is further expanding in North America because it had better beer? No.
They won because they offered something different to the norm. Furthermore, they offered a clear explanation of what different means to their target audience. Corporate storytelling has to be different. Using other people’s language and terminology is copying and not leading.
KISS (not the band)
If your Message House is ten pages long, stop! If your five-year-old child cannot understand the document, stop! If you cannot link your market issues with how you can solve it, please quit your job!
The best stories are often the shortest. They stick in your buyers’ minds more. Defining the issues and their solutions simply goes a very long way.
It is time-intensive to build a robust Message House, some Houses take 15 revisions before being finalised, but it is a righteous struggle for many in the B2B technology industry. In a previous blog, we highlighted the changes the industry will be facing in the medium term so it is a smart time to review your message to see if it correlates to what issues your customers will face in the future. Most importantly, lead, not follow.
Do let us know what you think the most pertinent messages in the B2B technology industry will be in the next 18 months here.

### What is the proposed Espionage Act all about?
Espionage. Spies. Infiltrators. No, I’m not talking about the real-life James Bond. Or Jason Bourne. Or even MI6. In fact, I’m talking about our journalist friends and whistleblowers who will feel the full force of the law if the Government's proposed Espionage Act becomes legal. You may not have heard about it, but the draconian Act, essentially, is aimed at making it easier to prosecute news outlets. In the Government’s bid to combat the amount of sensitive data disclosed to the public, those which publish ‘classified’ materials are on Number 10's radar.
Speak not because it is safe, but because it is right.
— Edward Snowden (@Snowden) February 11, 2017
In modern day terms, the word espionage relates to people like Edward Snowden, the world’s most infamous whistleblower, and Chelsea Manning, the recently pardoned former-US soldier. A whistleblower is a person who leaks sensitive information deemed illegal or unethical from either a public or private organisation. Rather than evoking images of James Bond. Snowden’s antics certainly led to ‘espionage’ being thrust into the public eye after he helped transform global understanding about the vast scale of secret Government surveillance. Clearly, our Government is determined to stop another ‘Snowden’ style breach.
The proposals for the updated Espionage Act, which could result in jail time for journalists, means leaking and whistleblowing would be classed with the same severity as spying for foreign powers: 14 years in jail, extended from two. Fourteen years is not only the same punishment for journalists as foreign intelligence spies, it’s also the same as ‘placing explosives with intent to cause bodily injury’…
Additionally, the decree would apply even if the leaker is not British (a clear swipe at Snowden), and there is also no public interest protections for journalists. You could even be sentenced just for obtaining or gathering information, without the intent to publish. Republishing already leaked information would also be considered a crime.
Considering our British journalist friends beat back the Government outcry after publishing Snowden’s revelations in 2013, the Espionage Act threatens to take ‘power from the people’. If the planned law had been in force in 2013, the Cabinet Office would have been able to throw the journalists who published Snowden’s documents, Glenn Greenwald, Laura Poitras, and Ewen MacAskill, in jail. Even if they didn’t publish their stories, simply handling copies of the documents would have been enough.
Here’s what the former editor in chief of the Guardian, Alan Rusbridger, thinks:
"We need enlightened legislation, not laws that increase the penalties for publication in the public interest." #espionage https://t.co/UFbnjfb3JJ
— alan rusbridger (@arusbridger) February 15, 2017
Without doubt, protecting national security is important, but should it really come at the expense of investigative journalism and ethics in a democratic society?
Speaking about the Snowden effect, Jim Killock, chief executive of the Open Rights Group (ORG), told The Reg: "Public-interest whistleblowing is vital to society. Without it no one could have known the secret scale of global surveillance". Killock also says, “The intention is to stop the public from ever knowing that any secret agency has ever broken the law.”
Next time we’ll discuss the implications should the Act stealth its way into the law books. Keep your eyes peeled.

### No such thing as a bad reputation
At school, we are taught that technology and knowledge are symbiotic. Many of us are taught to learn ancient knowledge by rote. Only during higher education do we move towards the idea of critical thinking and analysis. This concept is very modern, having become acceptable in society during the global Industrial Revolution, from 1500 to 1700, when people started to move away from original ‘known’ knowledge. However, reputation has always been a constant. 
This era was the first to shed its respect for ancient knowledge, as people began to confront knowledge with evidence and data. This age gave birth to the period of enlightenment, which saw the founding of the Republic of Letters, a group of intellectuals forming a community where theorems, ideologies, and ideas were discussed and debated. This exchange of thought, where community discussion was the foundation of advancement is an idea that has lasted to the present day, where it is best seen in the blogosphere.
Indisputably technological advances came out of both communities’ interactions. The key factor underpinning both communities is that of reputation – something PR pros know all about. The same philosophy, on a wider scale, applies to the Internet. In the past, it was very difficult to distribute knowledge and information, now with much critical backlash, anyone, anywhere with an internet connection can post their views and ideas.
The internet is a massive enabler of openness and transparency. However, reputation is vital and until now the internet was built on it. Now, though, unknown names on the internet can create reputations and spread ‘Fake News’. This has changed the rules of the game. 
So, we thought we would run through some of the reputations it is possible to build up:
The ‘Good’ reputation There are few truly good people in the world, but the individuals in this category are those who have built up a reputation and following based on the good work they do. Individuals with this reputation include The Pope, Juan Manuel Santos and The Dalai Lama, these three combined have a Twitter following of over 28m, considering the internet has a 3 billion population, this accounts for only 0.9% of all internet user. Their influence on the population is predominantly based around spreading peace and good works. They are crucial in helping spread knowledge of global atrocities and galvanising groups of people to aid in humanitarian efforts.
The ‘Intellectual’ reputation An ‘intellectual’ reputation, is a modern day version of the Republic of Letters, with peer to peer discussion and idea and theories being critiqued and where peer review is conducted on many platforms from blogs to sites like GitHub where it can form the basis for building good quality software code. The internet aids the exchange of intellectual knowledge, particularly for technology, with platforms, such as Open Source, providing world-changing software which is shared and exchanged amongst a community. It also increases access to vast quantities of intellectual property in the form of whitepapers, eBooks and academic journals via major search engines such as Google and Amazon, much more readily than their predecessors; academic libraries.
The ‘Scandalous’ reputation Similar to ‘car crash’ television. People follow the likes of Katie Price and Joey Essex, to see ‘what they will do next’. This type of reputation has arisen due to the development of user based platforms, such as YouTube, where 3.25 billion hours of content is consumed each month. Through these platforms, select individuals are able to indirectly influence groups of people. It could be said they are helping increase knowledge by demonstrating a way of how not to do things.
The ‘Infamous’ reputation In this instance the definition of an ‘Infamous’ reputation is based on a person generating a reputation by voicing very strong and in most cases controversial views. In recent media, there has been an increase in these reputations, with Donald Trump, Katie Hopkins and Piers Morgan, who use social media platforms to tout strong views and widely criticise views that they oppose, for example, the coining of the new term ‘fake news’. These reputations are growing in number as more platforms allow people to express their opinion to a wider audience. Part of the appeal of those with an ‘infamous’ reputation is their black and white opinion which attracts others in times of global uncertainty, for example with Brexit.  
The ‘Hateful’ reputation This reputation is unfortunately on the rise, some would place particular individuals listed as ‘infamous’ in this group, but this section is more about the ‘preachers of hate’. There is a growing propensity in the population to use social media, extremist groups are using this to their advantage. With increasingly hateful and violent content being shared and streamed via social media networks, the influence of these radical groups is growing as the number of people they can reach increases, so their information is spread to others with similar views.
The ‘Celeb’ reputation This particular group of people probably have the largest collective following, they include all of the celebrity gossip column regulars. With the ability to influence millions of followers from a single image, they have the ability to influence mass hype over a product, everyone remembers the Kardashian effect on the Balmain x H&M collaboration, or a failure of another, for example, the call from celebrities for people to boycott of Trump’s inauguration. 
Though we have come far in our quest for knowledge from the Industrial Revolution there is still more that can be done. The rise of the internet means many use it as soap box to pass on their ideas, theories, and products to people all over the world. This leads to increased ignorance as people only follow those with views they wish to hear, the so-called ‘Echo Chamber’ effect. 
Ironically, as a result, the Internet’s success may mean that an older form of knowledge, free from ‘Fake News’ and relying on reputation may be re-emerging. Many of those who manage communities are now painfully aware, of how much work is required to maintain and build on solid reputations.

### Trump that - the next year in B2B tech
It’s the time of year when “professionals” have their say on what we can expect for 2017 in the enterprise B2B tech space. 
Many are touting the exponential rise in Artificial Intelligence (AI) or machine learning, and how those new developments might affect global businesses. However, these innovations are still a few stops away from being mainstream. Below we look at the technologies we expect to hit the mainstream this year.
Open source
The thorn in the side of proprietary software vendors, open source, is now validated by some of the largest companies in the world. For example, Microsoft joined the ranks of the Linux Foundation, seen as the global police force for open source technologies. We’re now seeing business approach open source in the first instance, when looking for enterprise-grade infrastructure technologies. Unlike yesteryear, buying IBM may just get you sacked.
Containerisation
We’re going to start seeing a steep rise in the development and deployment of containerised environments for enterprise IT infrastructure. Stephen J. Bigelow, senior tech editor, TechTarget, describes containerisation as, “[a] virtual instance to share a single host operating system and relevant binaries, libraries or drivers. This approach reduces wasted resources because each container only holds the application and related binaries or libraries.”
Clearly, avoiding wasted resources is critical to the rise of containerisation in the enterprise, as many now seek to cut costs on what has traditionally been a large operational expense for most businesses.
Blockchain in the B2B tech space
Distributed ledger technology, or Blockchain, is going to see a steep rise outside of banking, in the B2B tech space. Traditionally, financial services thought of Blockchain as a holy grail to stop fraud and ensure transactions, contracts and agreements are adhered to. With this in mind, it’s feasible this technology will enable any industry, from aviation to mining, to transform the way they do business.
In the last nine months of 2016, some £1.2bn of investment went into blockchain start-ups. This just shows the interest and the commercial imperative is there and 2017 is going to drive that even further.
Fintech fat-cat love-in
2016 was as much a year of Fintech as 2015 was, with many B2B tech start-ups making the leap into the financial services market. Banks feared this rise but need to no longer. Banks have started to deploy fintech within their enterprise, which allows them to digitally transform their business and make best use of those technologies to radically improve their customer experience.
Expect banks to franchise fintech apps or initiate outright acquisitions of fintech’s rising stars in 2017.
Cloud reigns supreme
Cloud has been in the global consciousness for years but it is projected cloud will take over from on-prem and hybrid deployments this year. IDC predicts by 2020, 67 percent of enterprise IT infrastructure and software spending will be for cloud offerings.
We can expect to see a lot of 2017 dominated by stories of cloud companies, like AWS and Microsoft, who are growing exponentially and enterprises migrating their infrastructure to the cloud, not only because it might be cheaper but will provide stronger computing power.
Unstructured data is going give up its secrets for B2B tech
The majority of data available to enterprise is unstructured, which means emails, videos, audio data and call logs make up for most of the data we create. This data might hold insights integral to the future growth of organisation and to human advancement.
With the innovation of big data analytics and the ability to analyse unstructured data, companies will finally be able to answer pertinent questions. These answers help them innovate and provide more personalised customer services, faster product delivery and, in the end, grow revenues.
There are more technological advancements we should be looking out for throughout 2017 but we feel these are the stand-out subjects we should keep track on this year. What do you think?

### French IT - just the ticket
One of our French clients remarked our tour blog post was too UK-centric. On re-reading our rallying call for European tech, we agreed and we need to address this for two reasons.
Firstly, we should recognise the French Government is these days more determined than most to win in the Post Trump scramble for tech jobs. Its French Ticket initiative to attract tech talent is truly world-class. Secondly, at Positive, French-founded tech companies make up a quarter of our client base. We should have known better, so here goes.
Let’s start with some stage setting. Anti-French tech snobs with long memories may recall French state-run or aided disasters of yesteryear, now mostly acquired and their brands forgotten. Anyone remember Groupe Bull, the PC ‘ flag carrier’, now a small part of Atos, a vast global consultancy headed by a former French Government minister, Gemplus now Gemalto or Alcatel, now Nokia?
But there are also clear successes. Let’s not forget Business Objects, bought by SAP for $6.8bn, Dassaulte in computer aided engineering and notable successes in the videogames market with UbiSoft and others.
The French then, a nation with amazing engineering chops, is now serious about becoming tech player once more, just as the dominance of others is waning. Last year, even the mighty Silicon Valley was pushed from its perch with 25% less funding available for startups.
French tech shone at January’s Consumer Electronics Show in Las Vegas, the bellwether of consumer electronics. The hot areas of the Internet of Things (IoT), machine learning and voice enablement proved a “tour de force” for Gallic entrepreneurship with some 248 French companies exhibiting - versus a paltry 53 from the UK.
The UK media, who once again prefered to look for UK tech talent out in sunny Las Vegas, rather than in frozen British towns served by poor railway lines found time to wrestle with robots and report on ‘smart toothbrushes’. The state broadcaster though did balanced this frivolity with mild rebuke to ministers suggesting the UK government, could and should have done more to help its B2C tech entrepreneurs.
So well done to the French. The opportunity is being seized by ‘Les Bleus’, who kindly remain just a Eurostar away from London post-Brexit. France has come a long way since a US president once reportedly said ‘The French do not have a word for entrepreneur’. There are lessons here to be learnt across the Channel in the UK and perhaps even across the pond as Mr. Trump tries to have tech friends other than the litigious and contentious Peter Thiel on his side.
Will this confidence survive the upcoming elections in Europe? There, eye-catching politics could distract from the much-needed economic reforms required to keep entrepreneurs and their R&D teams in France. Much of France’s tech talent has fled to the US and even the UK. One French entrepreneur we worked with moved his company to China as soon as the business took off, citing punishing taxes as the reason to employ Chinese-based engineers over French ones.
Many French entrepreneurs privately admit they avoid hiring top talent in France due to punishing employment laws. It is not helpful, when even those with French parents doubt the ability of a rejuvenated Paris to take on London, there is work to be done.
So to make good on all this promise, the French will need to create freer labour laws, maintain equal footing on visas and regulation, even if they are well on their way with a sense of national pride in their tech. France is rightly proud of both its culture and its engineering. So we admiringly say in pidgin Franglais the strategy has to be ‘Liber-IT, Equal-IT and Fratern-IT’. You’ve got the engineers, allez les techpreneurs.

### Time for Europe to finally Play Bigger, led by the UK
Take your pick of unfancied winners in 2016, from Donald Trump to Leicester City, Brexiteers to Apple, in the aftermath of Samsung’s explosive year. As we end 2016, I suggest another neglected team set to win out over the next 12 months, European Tech, or, perhaps more controversially, UK tech.
For our recent launch of Play Bigger, the award-nominated Category Design handbook, we gathered the best and brightest from the UK tech scene to listen and critique how an elite team of Californian strategists help startups in Silicon Valley top scale-up and ‘Win bigly’ in the global market for tech.
The message was simple. Imagine and then create the future success, not of yourself, nor your engineering/marketing/sales team. Not even of your standalone tech company. Think only of the Category you are designing.
Design your Category
The approach makes a great deal of sense. The most successful companies of recent times from Facebook to Uber, AirBnB to Alibaba, share two characteristics. All rely heavily on technology and they all, by accident, or design, are Category Kings.
Our event, symbolically held at techUK, invited the leaders of the UK Tech scene to learn directly from the authors of the book how they too can Play Bigger. Those present, which included major VC firms, tech founders and senior execs from tech companies across Europe heard how the UK still stands out as a beacon of computing entrepreneurship. Historically the UK has an enviable pedigree in computer innovation.
72 years ago, 60 years before Facebook, and eight years before our current queen was crowned, Alan Turing was helped end a World War in Bletchley Park.
Straight after the war, the world’s first commercial computer was put to work hard counting teacakes sales at Lyons tea rooms, a Category King preceding Starbucks by three decades.
In 1989, a boy was schooled in my current neighbourhood of Richmond. He grew up to create something called the World Wide Web which he admirably gave to the world for free.
Today, our UK tech sector is worth £91bn, or 6% of our GDP and it employs 1.7 million people, which is fully 5% of the working population, mostly in the M3/M4 corridor and increasingly in Central London.
Post Brexit Tech success
However, London now faces serious competition from our soon-to-be-former neighbours. Cities like Berlin are making moves to displace London’s prime position post Brexit. According to John Taysom, one or our panellists, they are not to be feared: “I don’t buy the idea of Dublin, or Paris, or Berlin [rivalling London]”.
He knows of what he speaks. As a visionary whose portfolio companies have achieved 18 IPOs, an early investor in Yahoo! and still today an active investor in UK tech, Taysom is to be listened to. He has the ear of the new UK Government and with his track record and ongoing commitment to active investment in UK tech. He truly is a man who knows how to ‘Play Bigger’.
The signs are encouraging. Whether it is the announcement of additional £150m in funds from the British Business Bank, investments by overseas wealth funds looking to create investment hubs in London, successful UK entrepreneur exits or the promise of Silicon Valley Category Kings to create jobs in London, it all looks, well, positive. There has surely never been a better chance for Europe and the UK to claim its stake as the birthplace of computing and its future cradle?
Category Design for Europe
Positive Marketing too now offers Category Design as a service offering. The new discipline which conditions the market, the buyers, competition and entire ecosystem to accept your offering as the Category King, is needed more than ever. Too often, UK firms have failed to scale, soon, thanks to Brexit, we will have little option.
Like the lonely man in the shed in Bletchley, the cake shop owner and the schoolboy who changed the world. We believe it’s time to Keep Calm and Play Bigger.
P.S. If you are a founder, funder or senior marketing exec at an ambitious technology firm, email us for your free copy of Play Bigger.

### 4 tips to understanding Venture Capital
While the US remains supreme in the world of Venture Capital, the UK still punches well above its weight, and is the second largest recipient of Venture Capital funding in the world. 
Perhaps unsurprisingly, Venture Capital firms are increasingly choosing to launch or be based out of the UK. 
So if you have a startup that needs to turn the heads of the likes of Octopus Investments, Lakestar, Episode1 or Passion Capital, you need to step up your game. Let’s start at the beginning.
In short, Venture Capital is a type of equity investment usually made in rapidly growing companies that require a lot of capital or startups that can show they have a strong business plan.
For those uninitiated in the deeper world of tech Venture Capitalists, you’ll soon learn it is a world that exists for the most part, very publicly, just out of grasp. Venture Capitalists are super smart, output-led individuals and experts in their field. Think Dragon’s Den, with more money. Indeed, like The Dragons, they’re not the most approachable individuals and sometimes get a bad rep because of this. However, if you had a fund of £100m and a number of blank cheques, you can be sure many would come out of the woodwork for a piece of it. The result? Cut through is hard and only the best make it. Go figure. 
What has any of this got to do with PR? Quite a lot, actually. Indeed, the way a startup presents itself to the market, (especially if it’s founders haven’t ruled out VC funding) is a critical measure of future success. Starting out on the wrong foot in this sense is likely to have serious ramifications further down the line.
Beware Venture Capital for the masses. 
Startups are synonymous with innovation, disruption and frankly, being a bit swish. They are also incredibly numerous. In recent years, we’ve seen crowdfunding become a great way to get validated as a business and financed but what it gives with one hand it can easily take with the other. Crowdfunding may provide money, but no expertise - it doesn’t help startups tool up or learn to cope with demand. The result? All hype + no product = broken promises. 
The fact is, most startups deploying on the likes of Kickstarter, Indiegogo, rockethub, fundable, pozible, fundanything (you get the point) will flop, but some get serious cut through. After all, the money rolls in and overnight you’ve got a valid business, right?! Not quite, but you’ll forgive people for saying that’s the way it looks.
Equally, if you are a Kickstarter startup that has taken money and can’t fulfill orders, look forward to a PR nightmare. Just a heads up. Not even strong messaging will bring you back from that, don’t leave investees waiting 5 years for their purchase to be shipped.
You are now a genius.
We never thought it was weird to hail a cab in the middle of the street before Uber came along and showed us we were behaving oddly. This is the kind of thing VCs look out for. To my mind, a winning startup is one that creates a product / service that is inherently unique. Assuming a decent product (and subsequent development plans) are already in place, the next generation startup needs to demonstrate genius level understanding of the market and category it is posited in. Can’t do that? You’ve already failed.
Be a star. Make the im-possible.
Remember, not everybody will take one look at your offering and start jumping for joy, the benefit may seem unclear at first. Sure, you’ve got the fancy website and followers on social - but do they get what you do? Can you explain it in 5 words? You can? How about 3? Can you put together a bylined article for a major  publication and transmit, in simple terms, the problem your company solves while tying into an industry trend?
Part of being a star is having ability to anticipate tough questions. Why is your business required? By whom? Why you? Why now? What makes this one different? Do you know the history of your space, and crucially are you defining where it’s going? Who is your first customer? If it all goes well in 10 years time and you’re on the verge of selling your company, who is your last customer? All of this and more needs to be demonstrated within every communication and crucially, in the first meeting with the VC.
Get ready to be a mind reader.
There are certain things VCs will want to know. Aside from the numbers, expertise, gravitas and relevance of your startup, you’ll need to demonstrate your product actually works. If you’re one of those Kickstarter failures, you might want to ‘fix and ship’ before getting to this part. Take this example: Let’s say you’re a purveyor of the hardest phone cases the universe has ever seen. Don’t just tell us, show us. Fire it out of a cannon, fish it out of a volcano or drop it 5 times off of the Empire State Building. Demonstrate technical credibility.
The fact is, If you have a growing startup, at some point you will likely seek Venture Capital funding. Unlike angel investors, who typically write checks between £10,000 to £100,000, VCs have the power to write multi-million pound checks. This is why it quite literally pays to know your market, to have a decent product and play your part in defining the space in which the product sits.
Part two of this piece will look a little closer to what those elusive VCs are on the lookout for and how I think they’ll be investing their money in the future. 
To find out more about how to define your startup, get in touch.

### Could UK Tech be back like Take That?
The UK Initial Public Offering (IPO) market has been stagnant for a while now, experiencing a seven year low. Not so in the US. 
Up steps Snapchat, the millennial-focused photo/messaging app, going large with its public offering, expected to be the largest IPO in some years, at over $25bn. Could the pre-Trump tech market be ripe for the picking again and if so, will the UK tech scene benefit?
The UK tech psyche might still be reeling from the Brexit result, but perhaps light is at the end of the tunnel. After all, Google, another controversial US firm, re-confirmed its commitment to the UK. The beam of light from our search engine deity is in the form of a £1bn investment, which involves building a new HQ at 6 Pancras Square. Indeed, this may not surprise many as this was initially announced in 2013. Good PR or the sort of move which gives PR a bad name?
Not only is Google investing in the UK but SoftBank and Saudi Arabia has partnered to create one of the largest tech investments funds in the world culminating in a $100bn pot of gold for UK for startups and techies to salivate over. From a UK tech perspective, after the Brexit doom and gloom, these indicators are a welcome change of pace which, as usual, ever-optimistic UK tech entrepreneurs believe will usher in a new dawn. But while British techpreneurs are rightly excited, there are some things the UK still needs to get right. So far, the UK has struggled to create home-grown Category Kings. 
What are Category Kings? This question was answered at a recent Positive event, in partnership with Play Bigger, the Silicon Valley consultants who coined this phrase, to describe a new game-changing concept for tech. Category Design.
The Play Bigger launch, #PlayBiggerLDN, was attended by industry leaders, VCs and top tier journalists and featured a world-class panel, which discussed the inner workings of Category Design. Startups, scale-ups and tech giants were in attendance to lend us their ears and thoughts on how they see category design. So how will Category Design advance the “slowly-slowly” progress of UK businesses?
From our perspective, the idea around Category Creation is a no-brainer. It just took some really smart people to realise that framing a real-world problem and building your Category around it, positions you for success as a Category King, which Play Bigger research proves takes up to 80% of the available market.
Understanding the faults in the current eco-system, articulating your own clear Point of View and clear category thinking is the way tech businesses in the UK, will win in these uncertain times. Positioning products and companies is what Positive Marketing does daily. With a little help from our friends at Play Bigger, we will now be helping the UK’s startups, scale-ups and budding Category Kings to Play Bigger.

### The future is bright for the UK tech scene
We are a #GeekNation
Britain is a nation of early adopters. A nation of engineers. A nation of geniuses. Growing up in sleepy Surrey my grandparents lived in the house next door to where Barnes Wallace designed his ‘Bouncing Bomb’. He did it in his shed. Since then the UK has cracked Enigma at Bletchley Park, invented the Hard Disk and, in Richmond, Tim Berners-Lee invented the World Wide Web and gave it to us all for free. Now, we embrace smartphones and the mobile internet more rapidly than other nations and we spend more time online than any other European country. Phones are more widely used for music streaming and social networking than any other European country and we spend more than double the next European country (France) online per capita.
 	The UK is the second biggest destination in the world for VC money Venture capitalists invested a record $3.6 billion in the UK’s tech scene last year, up 70% from the year before. The country has consistently attracted more than 30 percent of all European VC funds for several years
 	The UK’s internationally renowned universities are a crucial part of the ecosystem
There are over 170 universities in the UK, and six are in the world’s top 30. Oxford University, Cambridge University, and Imperial College, London are in the global top 10. The turnout of graduates is the highest in Western Europe. British universities are world class and produce over 5,000 new STEM PhDs per year.
 	The UK is second in the world for tech startup IPO, after the US
The London Stock Exchange is the second largest financial market in the world, based on the number of companies listed
 	First-generation entrepreneurs are now creating their own funds and building a sustainable ecosystem
After a modest wave of successful IPOs, Britain’s first generation of VC funds and angel investors are looking for places to invest their money. The recycling of capital into startups is something that has helped Silicon Valley maintain its supremacy across a couple of generations. Now in the UK we are starting to see the end of one cycle and the beginning of another.Better still, SoftBank and the Sovereign Wealth fund of Saudi Arabia are launching a $100bn tech fund. Based in London and funded with $25bn from SoftBank and $45bn from Saudi Arabia’s sovereign wealth fund over the next five years, the goal is to create a tech investment fund that will rival no other.Due to be called the SoftBank Vision Fund, the $100bn equals the same amount of all funds raised by US venture capital firms over the past two and a half years
 	The UK is a fintech leader, but what about ed tech, ad tech, prop tech, health tech, media and entertainment and reg tech
Because of its supremacy in financial services, there is a tendency to assume London is dominated by fintech. There are plenty of businesses starting up in this space, like Monzo, Pockit, and Atom Bank, and amazing unicorn companies like Transferwise and WorldPay. But the UK’s digital economy is more diverse than you might imagine.
 	Some of the UK’s biggest tech success stories have stayed under the radar
ARM Holdings is a case in point. ARM designs the chips that power 95 percent of the world’s smartphones, and its technology effectively put a computer in everyone’s pocket. This summer, the Cambridge-based company, which few consumers had heard of, accepted a $32 billion takeover offer from Japanese conglomerate Softbank.
These are the reasons why the UK tech scene has the opportunity to #PlayBiggerLDN
At our packed out event on 16th November 2016 we will be educating Europe’s top tech executives and Venture Capitalists on the importance of Category Design and will debate whether the UK can produce executive teams who can ‘Play Bigger’ to create Companies like Uber and AirBnB.
Can’t make it? You can watch the live-stream here.

### #PlayBiggerLDN 16/11/16
What a year it’s been. America has gained a contentious new President Elect, is losing its first black President and Britain has a looming exit from the EU’s single market.
 These are uncertain times for UK businesses, especially those driven by technology, including London’s once-great banking sector. Like never before, Britain needs to ‘find its way’ in the world once more and it’s clear the UK needs a bit of help navigating the choppy waters ahead.
Big Businesses
The master of creating companies that dominate, the US, has traditionally served up global business leadership in the form of disruptive innovation. These so-called ‘Category Kings’ like Uber, AirBnB, Facebook, Twitter, Google, Microsoft, Apple, Adobe, IBM... (you get the point) show how the early adoption of the concept of ‘Category Design’ has the power to propel businesses from napkin to NASDAQ in what seems like nanoseconds.
But now, the US has a President Elect who is pointing his shotgun at Silicon Valley and expects payment for the privilege. Couple that with #Calexit and you’ve got a rapidly escalating situation. British entrepreneurs meanwhile are watching on in a mixture of shock, awe and confusion. Sound familiar? This time though the UK stands to benefit.
To help educate the UK tech community on how to take advantage of this exciting new opportunity, we decided to fly in the leading Silicon Valley SWAT team who created ‘Category Design’ and work with leading Venture Capitalists and US Tech Firms (Goldman Sachs, HP, Andreessen and Horowitz) to create and dominate categories.
We are proud to announce the arrival of Play Bigger in the UK.
At our packed out event on 16/11/16 we will be educating Europe’s top tech executives and Venture Capitalists on the importance of Category Design and will debate whether the UK can produce executive teams who can 'Play Bigger' to create Companies like Uber and AirBnB.
Our panel is equally impressive: 
 	 Sophie Deen, CEO Brightlittlelabs is the lawyer-turned-techpreneur whose small, but perfectly thought-through UK startup needs money, but also great advice and a little luck. She added a KickStarter campaign, some hopes, dreams and created a really exciting new business with a social mission. 
 	 John Taysom, former CEO Reuters Venture Capital and the Brit who funded 18 tech successes to IPO and got in early on Yahoo! Verisign, Blinkbox and We7. His career has witnessed more success and failure than most.
 	 Danvers Baillieu, the Brit tech veteran who helped a 14 year old sell his business for $60m. 
The event is already a sellout, but don’t worry - we’ll be live-streaming the from techUK on the night. Watch live here.
#PlayBiggerLDN

### Positive & Moorgate create Fintech alliance
Two specialist content and PR agencies create partnership for building the complete thought‐leadership agency for fintechs
Positive Marketing has announced a strategic partnership with Moorgate Communications to serve the burgeoning fintech market. Both London‐based agencies, the two will focus on providing marketing and communications which build on their separate agency skillsets to build a cross‐discipline service currently not available from either traditional standalone Tech or Financial Sector agencies.
“Fintechs are a specialist audience with their own communications needs,” says Moorgate CEO Robert Kelsey. “They’re increasingly rivalling banks in terms of their direct appeal to key bank targets such as corporates, Financial Institutions, Small Medium Enterprises and even retail customers. Our knowledge of these audiences, their traditional marketing and communications tactics and how they are changing as part of the complex and rapid‐fire tech world, means it makes total sense for two specialist agency teams to provide a holistic service.”
Since 2002, Moorgate Communications has focused on “communicating expertise” for the financial services industry – especially in corporate and commercial banking. Given this, much of the agency’s work has come down to thought leadership campaigns revolving around producing strong content – especially content for media placement. Clients include Deutsche Bank, UniCredit and BNY Mellon.
Meanwhile, Positive Marketing has a seven year track‐record working with leading B2B technology providers such as Cisco, HP, Symantec, SunTec and Veritas. A key role has been delivering strong expertly‐written content, as well as innovative marketing and PR strategies across a variety of channels including social media and live events.
“This is a marriage of two specialists,” says Paul Maher, CEO of Positive Marketing. “Both agencies understand the power of great content and recognise great content requires a deep understanding of the subject and context. Only truly relevant messages penetrate sophisticated audiences such as those fintechs need to influence. Only then can you gain the trust of specialist editors and influencers across what was until recently two different editorial worlds. That’s why working together with the team at Moorgate makes total sense.”
The alliance is being launched at Sibos in Geneva.
Contact:
Paul Maher, CEO – Positive Marketing pmaher@positivemarketing.com
Robert Kelsey, CEO – Moorgate robert.kelsey@moorgategroup.com

### Back to school: Lessons for B2B marketers
Napoleon once described Britain as ‘A nation of shopkeepers’. Recent media scandals though have depicted British retailers as feisty business folk who are at war with regulators, pensioners, the media and even Her Majesty’s Government.
Maybe the diminutive French general was right. Online retailers in the UK are on a tear. Success stories like Ocado, Asos and The Hut, show they know how to create next-generation online shopping experiences. We Brits are fast learners too. The UK’s recent scrappy adoption of Black Friday, saw retail sales reach a ten year high and the post-Brexit fallout has seen another spike in retail sales.
Retailing and technology are intimately linked in B2B as well as B2C. Whether selling new PCs to university freshers on the consumer side, or selling new servers and additional web services to retailers, the show must go on. The cost of downtime can be millions. So retailers need to  avoid surges in buyer interest descending into embarrassing outages.
Where next? Could e-commerce continue to break records? Perhaps we should turn to our US cousins for inspiration. Their ‘Back to School promotions have provided another vital, non-year end spike in sales just like Black Friday and Cyber Monday do, this one perhaps a little more traditional.
Tech companies like Apple have been exploiting this sales spike to their advantage for decades, offering smart discounts on new devices and hoping to use the age-old theory of ‘get them while they are young’ to create customers for life. Actually in Apple’s case this may be critical as it tries to bridge the ever-more-clear gap in their innovation funnel.
There is a tendency by some in the UK to dismiss global consumer retail trends as nasty foreign invasions of our culture. While this has some resonance to it, Back to School, perhaps more than others, is event-driven marketing at its best and could really hold lessons for B2B marketing professionals.
BACK TO SCHOOL LESSONS FOR B2B TECH MARKETERS
 	Focus on real-life customer behaviours - Back to School presents a clear buying signal for online sales because it comes at the end of real - world holiday seasons.
 	Always be prepared for spikes in web traffic - cloudbursting for ad hoc availability increases makes this more feasible than ever.
 	Great marketing pros look for the ‘next bounce of the ball’ - kids back to school also means back to work for adults - more time to focus on work, changing commuting patterns, perhaps an appetite to focus on career and learn new skills.
Finally,  as many in the B2B market know, traditionally the last quarter of the year can bring a thawing of once frozen project budgets. A real tonic for Seasonally Affected sales execs.

### Downsizing - Techastrophy or Technaissance?
Tech giant Cisco recently announced it will cut 5,500 jobs, about 7% of its global workforce. 
The multinational corporation is joining a long list of other tech companies who have recently made “job cut” announcements. HPE, HP Inc., Yahoo and Oracle are cutting up to 30% of their staff while IBM is letting  25% (95,000 employees) of its workforce go.
What is behind this mega-cull? Why is the “Old Guard”, which turns over billions of dollars every year, suddenly struggling? Perhaps it’s just routine 'house cleaning'. Eminem referred to “Cleanin’ Out My Closet”, replacing his turbulent recent past with, he hopes, a better future.
Transformation, transformation, transformation...
Change can be positive. By reducing their workforce, tech giants can increase their investments in new markets or develop new products to gain competitive advantage. Locally, Cisco is ploughing $150m into the UK’s ‘Internet of Everything’ start-ups to step into the flourishing IoT sector. Cisco hopes its move to a new business model selling software and high-value services is the right one.
Transformation can be exciting at the beginning, although less so for those who are about to lose their jobs. But what are the chances of success in a range of new markets? HP, for instance, didn’t get there, despite previously trying to ‘transform’ with acquisitions (Autonomy and EDS). The result? Thousands of employees paid the price and lost their positions in the last few years.
Looking on the bright side
When it comes to people and profits, less can be more. Intel expects to end its job reductions by mid-2017 gaining $1.4bn in savings. As the job-cuts “techastrophy” continues, tech’s ‘oldies’ pursue software and services revenues with fewer staff. But, there are some companies who are growing their IT workforce.
Lloyds Bank has recently opened its doors to dozens of senior technology roles, a shift caused by customers preferring banking online. After announcing thousands of job cuts. Nokia created a programme that has contributed to the creation of about 400 startups in Finland. Meanwhile PwC has just announced the firm will add 1000 technology specialists to its UK risk assurance practice by 2020.             
“New tech guards” and startup boost
The layoffs in the tech industry are expected to change 370,000 lives in the US alone. So far this year, 63,000 people lost their jobs at the US tech giants. Highly qualified H1B’s, the type of visa many ‘foreign workers’ hold when coming to work for many American technology companies, have traditionally replenished the US technology workforce and freeing others to become entrepreneurs. However this time it could be different.
Reduced headcounts may mean ‘cheaper’ countries like India, Poland or Belarus pick up more outsourced work. This may have doubly negative effects, less talent in the US and fewer start-ups emerging.
Worrying as it sounds, on the tech side of things, a changing of the guard makes the future look very interesting. Who knows from which ‘Old guards’ will become the avantgarde. Now is a golden era for tech startups all over the world. Perhaps the senior tech talents, who have just lost their jobs, will be like Ben’s character (Robert De Niro) in “The Intern” and the “new tech guards” will benefit from the experience of those let go by the Old Guard.

### Sport’s ‘Marginal Gains’: Team GB
The Premier League is back for another season and the Olympics is underway. Gold medals are to be won, and trophies lifted. 
Behind the scenes, technology will play a huge part in who will be celebrating victory. Sport, a great reflection of modern society, has been revolutionised by the valuable addition of technology, in particular data, which has enhanced the performance of elite sports stars globally. Aggregating and analysing data to optimise performance has provided the marginal gains needed to win.
It was Dave Brailsford, the current Team Sky and former Team GB Cycling Director, who came up with term ‘marginal gains’. Originally created to propel British Cycling to the top of the pile, some of the most innovative companies in the world are now using a ‘marginal gains’ approach. For example, Google runs 12,000 data-driven experiments annually to excavate small performance weaknesses to enable small improvements and stay ahead of the game. Sport is now reaping the benefits of being able to manipulate data.
The process of harnessing data first became popular through Moneyball, a book about using advanced analytics to acquire talent, following the Oakland Athletics baseball team and their rise to the top. It highlighted that success was achievable with a significantly smaller budget than rivals by using a stats-based player approach to improve game-time performance.
Today, sports stars are equipped with sensors that monitor every aspect of their performance, including heart rate and metabolism to reaction time. This data allows managers and technical staff to determine the factors that influence player performance and consequently, the performance of the team. Much like for business, technology is now ingrained in sport and will continue to drive improved performance. It’s not only the players who benefit, customer engagement has reached another level because of data. After all, everybody loves a good stat, don’t they? Here are some examples of data and analytics in action:
Wyscout
Ever wondered how Premier League clubs such as Arsenal and Man Utd are carrying out their transfer business this summer? Wyscout enables top-flight clubs to have access to a database of every player in the world, see his stats, lodge a bid, and so on. It is a powerful tool combining player data into an easily digested database. So when your club signs an unknown striker for £500k and he goes on to be worth £40 million (think Mahrez at Leicester), you may now know how they unearthed the gem!
Team GB Cycling
GB Cycling’s now legendary success in the last two Olympic Games has caused jealous rivals to try and emulate their training programme. With data collected from sensors, such as power, speed and pedal revolutions, cyclists can get a full view of their performance, on the go, to improve their marginal gains. Brailsford, the pioneer of British Cycling, is a big believer in using technology to improve performance. Being able to tell what is going on with a riders physiology, metabolism, energy expenditure, and even sweat rates, produces a level of detail previous unseen: how much energy you’ve used, your hydration levels, how much you need to drink, what you need to eat, how your body is working, and so on.
German Football Team
Winning the World Cup is the pinnacle of any footballer’s career. The biggest sport in the world, the biggest stage in the world. How does one go about winning it? Germany’s football team were one of the first to utilise the value of Big Data, resulting in an impressive World Cup 2014 win. Using SAP software to analyse player data during training, as well as opponent tactics, the German team were able to optimise their performance, enhance team chemistry, and even avoid injuries.
England, please take note.
NBA
Basketball places a huge emphasis on statistics. NBA fan engagement has significantly improved with the introduction of advanced insights. Fans are able to find out stats for points, assists, steals, rebounds, and more. In essence, technology has created a much more complete user experience for NBA supporters. Using a SAP HANA database, the NBA can capture all data from every player on a court at the same time, giving fans a unique and unrivalled perspective of what is going on.
To put it simply, sport is undergoing a data revolution, and fans and players are both benefitting.
Just as businesses began to realise, harnessing the power of data can help sports organisations boost efficiency and performance, as well as improve their customer engagement and experience.
With Rio 2016 underway and athletes armed with real-time data, World Records are tumbling. Keep up the amazing work #TeamGB

### You say Tomato, I say Tomatoe
As someone who has lived and worked in tech PR on both sides of the pond, I have first-hand knowledge of story-telling in many lands. 
The fundamentals are the same but it’s the execution that differs – substantially. Europeans and Americans have different perceptions about each other and most of those are just myths. This is similar with PR. Let’s debunk a few:
 	Myth 1. Size Matters.
There is a common misconception PR is easier in the US because it’s bigger. The equally common error has PR being easier in EMEA because the countries are smaller. Both are far from the truth. In the U.S. greater geographical size means a dispersed population. So while major businesses and media still tend to be based in big cities, reporters are now everywhere. So the perception of one big metropolitan press pool is way off the mark. Europe’s more fragmented markets have some advantages. Smaller countries = shorter distance between urban areas.  Translation: a day trip to Leeds from London is a doddle, travelling NY to Chicago in a day is almost out of the question. We each have our geographical challenges and advantages.
 	Myth 2.  Europe is insignificant.
Silicon Valley continues to be the tech epicenter and we Americans are great at thinking we are, well, great. However, there’s a huge misconception that the tech market in EMEA doesn’t have influence back in the US. European tech may not have the scale or size but the importance can’t be discounted and business journalists do understand this when it comes to innovation or real market changers.
Sure, if a story is just about customers or partners, based in Europe, then yes, we go back to being narcissists and only want to hear about what is happening in our own backyard regardless of us living in the era of globalization. But we have to face facts, if a story resonates well in a local European market it’s more likely to trump Silicon Valley and take precedence.
 	Myth 3. Leaner is Better. Two factors; economic recessions and our reliance on digital, have streamlined editorial teams. This makes freelancers more and more important to influence. A colleague of mine with over 30 years in tech PR had a new app to pitch and left voicemail after email to a publication (uh, Mashable – a major online destination). The reality is of course that we PRs outnumber journalists these days. She eventually found an intern who actually wrote about her client’s story. The moral is ‘don’t forget the ‘small people’’. EMEA has always had smaller staffing levels with less specific focuses than US titles. Whereas US titles once bathed in riches, having a reporter to cover specific niches e.g. super computer processing for companies with 10,000 employees or more based in Ohio. but it’s no longer the case. Fewer staff on both continents mean continued pressure for everyone. PRs need more persistence and better relationships.
Yes, we are different. We speak different languages. Eat different food and have different interests – in our football, we wear helmets and tackle each other...on purpose. So when a transatlantic colleague says a story won’t get covered in a particular country, listen to her.
We each engage differently with the media and each have our own challenges. America is big and dominated by big players but local stories still matter to us, just as they do in European markets. We cultivate our relationships differently too, there’s less opportunity to ‘Go for beers’.
Ultimately though, results are results and how we get there shouldn’t matter. Embrace the differences and don’t tell me how to spell aluminum.

### How IT marketeers can embrace events
Events, dear boy, events was the answer former Prime Minister Harold Macmillan gave when he was asked what he feared most. 
This was an odd answer from someone whose job was to represent his country and handle many high profile, intense events. However it shows even the most experienced professionals get edgy around them. Why? This is because events, whether it be a industry-wide conference on Cyber Security or a behind-closed-doors breakfast briefing with a handful of market analysts, can be career-makers or breakers.
Often, events require a large amount of investment. Commercial, emotional and intellectual capital are put into them and those paying expect a Return-on-Investment (ROI). Short-term gains could be earned PR and Social Media coverage, which not only drives brand awareness among hard-nosed influencers, but can be used as a tool for follow-up lead prospecting. 
Long-terms gains of events include infiltrating prospective customers’ shortlists, the first part of the customer acquisition journey. With events with more or less guaranteed attendee footfall, clear benchmarks can be set, making the margin for success or failure obvious. The curse of well-attended events though are the ‘bag stuffers’ who take all the tchotchkes and have no intention of making a purchase. That way has gone many a stress ball - straight to landfill.
Of course, it is not only IT marketers who have to deal with events. Recently, we have seen big events limit the careers of well-paid politicians and football coaches in the UK. Prime Minister David Cameron resigned after failing to persuade the nation to vote to remain in the European Union. Voter turnout for the #Brexit event was the highest in a generation with 33 million votes cast. Roy Hodgson, also became the former England Football manager after a Euro 2016 shock defeat to Iceland, whose population is only 0.6 percent the size of England’s, a country with more volcanoes than professional footballers.
Although Cameron and Hodgson’s demise vary in importance to the UK public, their failures have foundations familiar to the technology industry. At Positive, we’ve got decades of experience building successful events for our clients. More recently, we created and executed a PR campaign for one recently at Europe’s biggest IT security show, Infosecurity Europe. This year, the event brought 17,500 people to the show floor and our client was up against 300 rivals for mindshare of attendees, some of whom could be potential customers.
The secret sauce of our success, which delivered nine press interviews and fourteen pieces of press coverage within three days, will be kept hidden. However, here are the three tips to turn yourself into an event marketing superstar:
Preparation
The 6Ps; Piss Poor Preparation leads to Piss Poor Performance: Success begins months from showtime, from realistic expectations to asking smart questions about why, how and when a client will need help. Preparing for a successful outcome, as well as avoiding unsuccessful ones, is a smart thing to do. Minor details such as inspecting the show floor layout pre-event are important for networking and simply to make sure your speakers are where they need to be in plenty of time. Leave it until the show and you can miss opportunities.
Organisation
Do not look fazed: The last thing any professional marketing exec should do at an event is panic. It looks unprofessional and indicates to your clients you don’t really know what you are doing. Make good use of your phone and laptop calendars to remind clients and colleagues what is required, where and when. Keep calm even when the inevitable “She was here two minutes ago...” excuse has lesser mortals rolling their eyes.
Communication
One version of the truth, all the time: Today, with many communications channels like email, phone calls and Twitter, the key for successful events is to use the right one. It would be a disaster if all channels were used because there would be various versions of the truth. At Infosecurity, WhatsApp was the default communications platform and saved the team valuable time from calling each other to talk about what the latest update is.
Events turn marketers into heroes or villains, but there is no need to fear events like Macmillan did. If you have your communications and processes nailed, you’re already halfway there. Remember, sometimes the best feature about events is that they pass.

### Brexit, TechxiT or Face up to it, IT?
The decision by UK voters was unseen, bold and some argue innovative. The effects will take a long time to unwind and will no doubt be mixed. On one hand the pound is down, on the other tech firms should more easily recruit non-EU engineering talent. Eventually.
For now, politicians, regulators, employers and employees are absorbing the news. So far in the tech media, the negatives are winning the war with whole lists of why this democratic decision is a downer and will cost the UK economy billions. This is not helpful.
If we look hard at some of the more obvious consequences in terms of British services and goods being more affordable, thanks to the Pound’s wobbles, of the UK’s housing prices stabilising, or even reducing and the ability for UK tech firms to offer more roles to non-EU engineers, this is a case of glass half full.
Over time, the UK's great leap may have some entirely foreseeable consequences such as currency volatility and even inflation. It may well have some very helpful unforeseeable consequences. For instance:
 	Could the combination of lower exchange rates and the Tech Winter, make some of the tasty FinTech pioneers of Britain more investable?
 	Will the need to work to EU data privacy laws and harmonise them with other jurisdictions drive innovations which a cosy ‘inside EU’ mindset would not?
 	Could the need to seek export markets, outside our near-neighbours in the EU, force UK jobseekers to learn more foreign languages and take up coding?
 	Would the need, as outsiders, to comply with stricter EU legislation build up our professional services or strengthen the UK Government’s woeful record on negotiations and trade deals?
 	Can the very controversial, some would say illusory ‘dividend’ from the non-payment of EU ‘dues’ be put to work, two years from now, on UK-focused tech initiatives to bring our 5G networks up to the standards of those in Asia?
We made a choice and we have a choice. We can spend the next two years in a woulda, coulda, shoulda circle of self-pity, or think our way out. The enterprise IT industry, like the UK’s membership of the EU, is around 40 years old, who knows what we could achieve in the next 40 years.

### Tech funding - the origin of our species
At the halfway point, 2016 has been a disappointing year for many in Tech. Yes there were innovative moves in Artificial Intelligence and Robotics, HealthTech and Containerization. Meh, surely this is business-as-usual for technophiles? What has been notably absent is the raw fuel for future innovation. The famously optimistic, public market investors hungry for new technology stocks, have been notably unexcited. Meanwhile, despite the march of tech in everyday life,  those who get paid to sell the tech ‘growth story. are standing by on the sidelines, or investing privately. 
Unborn Unicorns
The Chinese economic slowdown, US election uncertainties and a fractious Europe were offered as excuses. Yet more tech job losses at Tech Royalty like IBM and HP have not helped confidence in the sector overall. But the malaise has had even more dramatic effects for the estimated 147 glamourous ‘Unicorn’ tech start-ups, who rose on average 42% more in pre-IPO funds than last year. 
Most are stuck somewhere ahead of the starting gate and many management teams are reviewing their positions on IPOs, as well they should. Some, like Uber, may see private billions as preferable to the hassle and potential public ignominy and morale sapping of even an averagely-received IPO.
The facts speak for themselves. In 2015, the tech sector saw 92 Tech IPOs, including former, pre and post IPO client, Xactly, realising a total of $27.1bn. The grand total this year is just six. Unless the technology sector is doomed, something none of us technophiles want to believe, something had to give.
Buy vs Build
It has. The news that Microsoft would buy LinkedIn for $26.2bn dropped just hours after two Positive Marketing clients, Symantec and Blue Coat announced their marriage. These two events, may have reinvigorated the interest of executive teams in alternative forms of ‘exit event’, the plain old vanilla, trade sale. Some predict the floodgates are now open, as the cash piles built up by capitalising on the innovation developed by previous generations of tech companies. 
Time will tell if the desire of established tech firms to cannibalise their younger siblings, like some kind of IT Springwatch, is here to stay. For US firms, the alternative, to keep foreign cash piles overseas may become less attractive under a new US President.
From a Marketing and PR perspective preparing for IPOs and trade sales are two different beasts and require markedly different marketing approaches. Selling privately, to an acquirer or a private equity company dictates a different strategies and trade-off to the regular public scrutiny of public investors. You takes your choices but you may want to weigh up your chances beforehand.

### How will new data regulations impact your customer communications?
The General Data Protection Regulation (GDPR) comes into force on 25th May 2018. 
This new legislation is designed to give European citizens greater control over their personal information. If your business handles Personal Identifiable Information (PII) such as customer lists, sales data or Customer Relationship Management (CRM) platforms, this affects you, so you need to take notice.
If your organisation already places a value on customer data, GDPR should not be a surprise and should cause little trouble. Unfortunately, many organisations treat data more like a waste product than a valuable business asset. If that includes you, you may be heading into expensive trouble as fines can be as much as 4 percent of global turnover. This data point alone, means data regulations now have the boardroom attention they deserve.
GDPR aims to tackle the notion that organisations can use implied permission and experience data losses with impunity. In some cases such as the infamous TalkTalk issue in the UK, organisations have been unable to even properly classify which personal data has been compromised. Clearly, European businesses need a better understanding of what PII they have today and will acquire in future, so they are looking for IT suppliers who can provide them with reassurance they will not.
This means the GDPR is actually a gift to marketing pros. A chance for some brands to polish their credentials, while others watch theirs disintegrate. However there is another regulation which will impact telcos, Software as a Service (SaaS) and Managed Service Providers. A new Transatlantic data transfer agreement, known as Privacy Shield and replacing the previous Safe Harbor agreement, is yet to come into force and is all set to disrupt those operating datacenters or offering telecoms and cloud services.
Like the GDPR, the implications for those outside the UK, in this case, the US are huge. The new arrangement was spawned by the fact that the US doesn't meet EU standards for data protection. Mass surveillance disclosures from Edward Snowden eventually led to Europe's top court conclude Safe Harbour wasn't safe enough and despite the protests of Facebook, Google and others, the Privacy Shield is coming down.
Even though it is still early stages for Privacy Shield, the rules around data protection are moving irreversibly to favour the individual. Organisations who truly control their data using advanced technologies will be in a far stronger position than those who take compliance for granted. Therein lies the opportunity for marketers. Those who can prove to customers, regulators, suppliers and the media that they are focused on managing data responsibly will win out.
Organisations are well advised to go beyond bare compliance by proactively improving their visibility and control over data transfers and building contingency plans in the event of a cyber breach or changes being made to regulation. Unknowingly, many IT suppliers have the ideal raw materials to succeed in this marker, though for many the challenge is to craft the right messages.
As always, best practice in this hyper-regulatory world requires expert knowledge. We are coaching several clients and delivering marketing resources from sales decks to press and social campaigns, which inform their sales teams, channel partners and customers on how to implement the appropriate technical and organisational security measures to meet GDPR, Privacy Shield and other new data-driven requirements.
Blending a detailed awareness of the new data privacy regulatory environment, a keen sense of how the ‘story will develop’ and how technology and know-how can help plays right to +M’s skillset and values. Some of our public domain work can be seen here. Let us know if we can help you too.

### Five upsides to tech marketing's uberization
London black cabbies don’t like Uber, which is understandable. Others love Uber. 
Its UberPool service has helped over 100,000 customers save money getting around the capital and at least claim they are reducing global warming. Despite Uber’s clever geo-location, single sign-on, beautiful user interface and its clever use of psychology the app’s real genius is its everyday usefulness.
Tired grandparents heading home from unpaid babysitting, giddy young employees commuting back from late night revelry, and shift workers on frosty mornings don’t care what the tech is, so long as it works. At Positive, our work promoting novel technologies through PR and social media obsesses over these ‘Long Tail’ effects. More users and more use cases means more tech, which we delight in helping to bring to market. It’s clear where we stand, but what if it affects us? Now it does.
Recently, with some excitement, we noticed another effect of ‘Uberization’, as this sort of business disruption has become known, this time in our world of media. Our passion for smart tech makes us delighted when deep tech goes mainstream improving the lives of others. But how would we ‘like it up us’? Turns out we would.
After years of bemoaning the demise of print titles, and pointing out how poorly served tech stories are in the European media, we now see some promising signs. Witness the encouraging sight of non-tech specialists in mainstream UK titles writing about traditionally tech stories daily, albeit often for negative reasons. Examples include the Talk Talk hack and outage, the BT ‘last mile monopoly’ and the Safe Harbour trade war debacle - more on that later. So what does all this democratization, or Uberization, of tech writing mean for the clients we work with? 
 	Spreading the gospel about tech is good for the UK economy
The mystique around technology diminishes every time a new non-tech writer educates themselves about tech and draws more interest from the general public. This puts the focus on the use of technology, not tech for tech’s sake. Our role, suggesting new ways in which businesses can use tech for competitive advantage, is ultimately good for the UK economy.
 	Tech marketing needs to learn how to persuade more tech-savvy customers.
There is only so much room for leaders. Fast-followers, who need to differentiate their plainer, but equally valid, devices and services from trailblazers like Apple’s iPhone, Google’s Gmail or Facebook’s Oculus Rift now need to try much harder. This should prompt some really innovative brand marketing - a relief for many of us in the space. More adverts mean more familiarity with the tech, means more customers for the tech, who need more marketing. Bring it on.
 	UK gamers may actually create billion pound tech businesses
We have spent years of watching and occasionally working with successful UK B2B  tech firms who never quite made it to world domination. This is a phenomenon others, with less hands-on experience, have commented on. Often because, like many famous UK bands they ‘could not break America’. In gaming, there have been some spotty success with King.com and others. However, like King, many fail to truly scale up. Despite being in entertainment, games company leaders need to focus on business.
 	The UK’s gaming kids may help our tech ‘leapfrog’ others
With 70% of the UK now videogaming and smartphone penetration higher than almost anywhere in the Northern hemisphere, it is game on in the UK. The normalisation of games and apps, particularly on smartphone, may actually persuade our children to code for B2B enterprises, not just Minecraft their lives away. Who knows, then they may build the next Sage, Iris, Logica or Transferwise around a UK-based management team. If this theory holds true, the fact there are more UK female gamers than males ones may help with another issue with tech - diversity (see below)
 	Some future UK tech successes may even have female CEOs
After years of ridiculing UK politicians for their lame promotion of roundabouts and tzars, the rise of refreshingly female power brokers, with real tech business experience, is here. Most notably Joanna Shields and Martha Lane Fox, who previously led Facebook UK and lastminute.com are now government mavens. The newly appointed TechUK President Jacqueline de Rojas, may actually make tech, if not boringly normal, at least better understood as being created for and by women.
The changes which the widespread UK adoption of tech brings will no doubt hurt some. Professions such as Black Cab driving, or the investigative work of the Great British press corps, will be changed forever and not all will agree for the better. However the changes which Uber and others prompt, by their familiarity alone, may be just the disruption which makes Britain’s B2B tech great. After all, no one is yearning to go back to the world of waiting on a cold corner for a cab on a dark winter night with exactly the right change in cash.
If you need some help in figuring out how the exciting possibilities of tech marketing's uberization can help your business, email me on pmaher@positivemarketing.com and let's chat it through


## Pages
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Welcome to your one-stop shop for all things B2B tech PR and content marketing. Whether you're a seasoned marketer or just starting out, navigating marketing and comms in the ever-changing tech landscape can be tricky. 
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B2B tech PR & content
Q:  What is B2B tech PR, and how is it different from B2C PR?
A: B2B tech PR is for companies who have businesses as their customers. It focuses on building relationships with journalists and influencers who cater to a professional audience, highlighting the value proposition of complex technology solutions. B2C PR often uses a more emotional approach to connect with individual consumer, rather than businesses.
Q: Why is content marketing so important for B2B tech companies?
A: High-quality content establishes your brand as a thought leader, educates potential customers, and improves your SEO ranking. It allows you to showcase your expertise and build trust with your target audience.
Q:  What are some of the biggest challenges of B2B tech PR and content marketing?
A: Cutting through the noise in a crowded marketplace, creating content that resonates with a complex audience, and measuring the ROI of your efforts can be challenging.
B2B tech content strategies
Q: What types of content are most effective for B2B tech companies?
A: Blog posts, white papers, case studies, infographics, webinars, and ebooks are all great options. The best content mix will depend on your specific goals and target audience. And don’t forget video - great for creating engagement with prospects.
Q: How can I ensure my content is SEO-friendly?
A: Conduct keyword research, optimise titles and meta descriptions, use relevant headings and subheadings, and include high-quality visuals.
Q: How often should I be publishing content?
A: Consistency is the most important thing. Aim for a regular publishing schedule, whether it's weekly, bi-weekly, or monthly.
B2B Tech PR Strategies
Q:  What are some proven tactics for securing media placements?
A: Either you or your agency needs to develop strong relationships with journalists, craft compelling pitches that highlight newsworthy angles, and provide valuable insights backed by data and industry trends.
Q:  How can I leverage social media for B2B tech PR?
A: Share your content, engage with industry influencers, participate in relevant conversations, and build a community around your brand.
Q: How can I measure the success of my B2B tech PR efforts?
A: Track metrics like website traffic, media mentions, social media engagement, and referral traffic to gauge the effectiveness of your campaigns.
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We hope this FAQ page has been helpful! If you're looking to take your B2B tech PR and content marketing to the next level, Positive can help. With our team of experienced professionals, we can develop a customised strategy to achieve your specific goals. Read more of our work here
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### The Difference Engine
The Difference Engine
The Difference Engine Podcast helps founders and funders maximise business growth through category design. Hosted by two British northerners with decades of experience in launching, managing, and marketing disruptive tech companies. Paul Maher and Jonathan Simnett have been there, done it and thrown away the slogan t-shirts - now they'll help you become a category king. Listen here: The Difference Engine - Disrupting Tech Strategy
 
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### 10 ways to maximise PR value
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### Senior Account Executive role
At Positive, you will be working as part of a fast-growing team, responsible for delivering the comms and marketing for leading technology businesses, delivering client results.
Positive is an award-winning, thriving PR and marketing consultancy for the B2B technology sector, based in Hammersmith, London. Our people are highly driven, professional and relentlessly curious. Career progression is based on merit and capability with extensive opportunities to develop with internal and external training programmes.
Any given day could involve developing a sustainable direct marketing campaign to software development team, or speaking to the national press about how bad software is literally life or death in the aviation industry.
The ideal candidate will be passionate about technology, have strong writing and communication skills, is a team player and have at least 1.5 years’ experience in B2B technology PR and marketing.
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