Omri Hurwitz On The Art of Modern Tech PR

Market Analysis
Market Analysis

Marketing is certainly an art form—the ability to tap into people's aspirations, ideas, and needs. Being able to construct a targeted narrative that leads to action is highly valuable, especially in the tech landscape, where leadership teams are required to deliver their highly complex product into a simple message that can resonate with many. We talked to Omri Hurwitz, the CEO of a leading Tech PR firm and a writer whose work is constantly featured in influential publications such as Entrepreneur, Yahoo Finance, and Forbes.

Hi Omri, when building a PR strategy for a startup, what are some of the main things you consider?

The first thing is to ''investigate'' what the client truly wants to achieve with PR. Is it for product awareness? Is it for more general brand awareness? Maybe the client wants to construct a specific narrative about the industry? Once we have that figured out, we assemble a media list of targeted publications we believe can support the client's needs. We have very advanced analytics tools that strongly indicate what publications and platforms can amplify our client's message. Then we get to work on the tailored plan.

You talk a lot about distribution and amplification both in your written articles and in interviews. Can you elaborate on how an effective PR amplification strategy should be?

Social media has revolutionized modern PR. There is no question about that. First, we saw it in B2C, and now in B2B. The amount of information that people are consuming is astonishing, and companies need to take this into account. Modern PR is a game of touchpoints. You can't rely solely on a specific publication's reach and audience; you need to amplify it heavily on social media. Some ways you can do that is by posting it organically on social platforms like LinkedIn and Twitter, as well as using ads to target a specific demographic and show them the media coverage. Obviously, there is much more we can talk about, but having a strong focus on the distribution strategy can lead to elevated brand awareness.

Your agency works with startups in several tech verticals. What industries is it easier to get PR for?

I don't think it is a matter of what industry the startup is in. I think it depends on how collaborative the leadership team is. When we onboard a new client and we see that the CEO loves to do interviews, we get excited. Because we know he will be very collaborative with the press, and this will lead to more media opportunities. On the other hand, there are leading teams that are very secretive; we jokingly call them "the NDAs" because they are afraid of sharing their ideas. These types of clients require strong emotional intelligence, as well as patience. Because they usually only go for highly specific storylines and interviews in highly specific publications. We respect both types of clients because we get to learn a lot from them and improve our services accordingly.

It seems as though modern PR relies a lot on funding announcements. You have clearly expressed that even though your agency manages funding announcements, your agency places focus on thought leadership, product analysis, and deep technology coverage. Please elaborate.

Funding announcements are much easier to get press for. But to achieve business KPIs using PR, you need to have your company constantly featured in the news. You also want to attract prospects and build long-term credibility and authority. That is where thought leadership comes in; that is where media coverage on the actual product or service comes in. You want to tell a story; you want to guide your audience into trusting your brand and testing out your product. Many people see PR as broadcasting, but effective PR looks and feels more like a conversation.

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Tech Journalism, Product Reviews, Startups, Investing, Fintech

New York, NY

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