Technical Authorship

Tehnical authorship is difficult to get right, so it’s important to choose a PR agency that is experienced and successful when creating new documentation that treats technical subjects. ec-pr is adept at transalating technical content into customer-friendly language, be it for internal or external customers.


Think Thought Leadership is too time consuming? Let a technical author do the hard work for you

Think Thought Leadership is too time consuming? Let a technical author do the hard work for you

Think Thought Leadership is too time consuming? Let a technical author do the hard work for you

Are you one of the 90% of marketers whose top marketing priorities is brand awareness?

If so, then thought leadership is probably not far from your thoughts. It’s one of the most effective ways you can set about securing share of mind, promoting your brand’s authority, and attracting valuable sales leads into the top of your sales funnel.

Is it ever the right time to do thought leadership?

If your company is successful, then your experts are probably busy working on client business and if your business is going through a difficult period, then your specialists are probably focussed on working to generate new contracts. Thought leadership needs expert input, so to you, this may feel like a catch-22 and a game you simply can’t win. This is where technical authors can step in and do the hard work and heavy lifting for you.

What is a technical author?

A technical author is an expert in writing. They may be an independent freelance journalist or an employee of a tech PR agency; but they are someone who has the skills and experience to investigate, draft and finalise thought leadership on your behalf. They will have spent years fine tuning their interview and writing skills.  And, while they do require a brief and some input from your subject matter expert, they do not require hours of hand-holding and the material they produce usually requires very minimal editing.

Pros & Cons of freelance technical authorship

A journalist will be highly objective in their approach. This means it’s essential you provide a detailed brief in terms of your key messages and expectation for the white paper or article. A journalist is trained to seek out the most interesting angle and their skills are in story telling – not brand building or reputation management. Providing you keep your brief tight, this should not create problems and you should reap the rewards of insightful, compelling thought leadership, positioning you as the leading experts within your industry.

Initially, a freelance writer is likely to cost less than an agency, and they have the added benefit that you can commission them on a freelance, piecemeal basis. However, a technical journalist will rarely conduct media relations on your behalf, so you will need to arrange to place your thought leadership articles in the press separately – or you can employ a PR agency to do this for you.

Pros & Cons of a tech PR agency

A tech PR agency can provide you with a comprehensive service, but of course the costs are higher. The ideal approach to your technical thought leadership, assuming it’s an article based on expert insight, not an original piece of research is as follows:

  • Develop an ideas bank of potential thought leadership angles
  • Agree which target audience you are prioritising
  • Document overarching messages & key messages
  • Identify the subject matter expert
  • Develop your angle into an article synopsis
  • Conduct media relations to place thought leadership
  • placed in the media, conduct an interview with your subject matter expert
  • Draft article and submit for sign off
  • Source supporting imagery, graphics etc
  • Submit for publication.
Once placed, your thought leadership should be optimized across media channels before conducting your evaluation. All of this should take very little of your time because the heavy lifting and time-consuming tasks are shouldered by the agency.
So, you see, it’s perfectly possible to undertake a Thought Leadership strategy even when your experts are very busy bees. You have various options that deliver phenomenal results, you just need to decide what factors are most important to you and what resources you can commit to securing this valuable, brand building asset to your company.
At ec-pr we are passionate about b2b communication. We believe your work is amazing and we want to help you tell the world how extraordinary it is. Get in touch.

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No industry is too complex for PR

No industry is too complex for PR

No industry is too complex for PR

If you’re a marketer working in an industry such as engineering, science or technology – you not only have to deal with all the resourcing challenges that face marketers universally, but you have the added issue of having to create intelligible, interesting and engaging content from what some might call ‘complex’ specialties.

Finding a PR agency to assist you in these industries can be tough – some tech PR agencies have the skills but not the understanding, others have the understanding but not the creativity and others, still, have the creativity but lack structure and discipline. It can be an unrewarding and laborious search to find a PR partner that really understands you.

So, let’s consider what’s important when searching for your perfect B2B PR Partner in those complex industries:

 

Skills to look for in a tech B2B PR partner

Engaging writers:

The skills that you need from your PR team are universal. You need them to be effective communicators – persuasive, passionate, and inquisitive. You need them to know the right questions to ask and, most importantly, you need them to be able to write solid, grammatically correct, and engaging copy.

Clear and concise communicators:

Technical copy should be clear and concise. Complex copy can grow legs and get mired in mud – becoming impenetrable and unattractive to the audience. This is the exact opposite of what you’re trying to achieve with your PR. You need your technical copy, news, and articles to be presented with clarity and purpose; simple sentences express complex concepts far better than long-winded, flowery bluster.

Tech PR Agency Skills Wordcloud
Expert authors:

Technical copy should be as aligned with your communication strategy  as your thought leadership. Just because something is complex is not an excuse for it not being strategically aligned. Expert technical authorship is a vital skill, this is the ability to turn complex information and turn it into interesting, engaging, and compelling insight and editorial.  Ask to see examples of their work – both the raw copy and the published material.

Is your tech PR team creative?

You should expect your PR agency to come to you with new ideas regularly. Every month, your tech PR firm should present you with new ideas designed to promote your messaging, extend your reach, and propel your brand awareness forward. You don’t want every idea to be safe or necessarily realistic, you want some flights of fantasy so long as they’re aligned to your business requirements – some of the best ideas can evolve from something less conventional.

Creativity is highly subjective. At the pitch stage you should get some insights as to the way they craft and present ideas for bringing your complex business to life. As you work together, this process for generating new and exciting ideas will become more fine-tuned.

PR structure and discipline are important in complex markets

Think about your internal audience – are they engineers, scientists or technical experts? How do you think they would respond to chaotic creativity, or pointless procedure? This is why structure and discipline are particularly important when working with complex businesses. It’s there to inspire confidence amongst the people you will be relying on to provide insight and expertise – your subject matter experts.

Your agency needs to provide a clear process between objective, output, and outcome so that everyone involved within your company can understand why you’re doing something and what the business outcome is expected to be. This will give you, and your internal audience, focus and purpose.

Internal credibility and authority

Often, these complex businesses are helmed by a founder CEO with a background in engineering, science, or technology. They rarely have a detailed understanding of marketing, its benefits, and limitations. So, a PR plan, showing how you’re using PR to deliver your business strategy, should lend you further credibility and authority.

Considering all the above factors in your B2B PR approach should provide you with the best formula for PR success, whatever industry you’re in. Your business may be complex, but the PR solution doesn’t need to be; you need to secure Tech PR skills, an inquisitive team, proven creativity and a proven delivery model; ideally with a team of PR experts you respect and whose values you share.

At ec-pr we are passionate about b2b communication. We believe your work is amazing and we want to help you tell the world how extraordinary it is. Get in touch.

Join our #B2BPR tribe:

If you’ve found this article valuable, you can get more useful insight here:

Download our guide: How much does PR cost?

READ this outstanding Tech PR case study: Concirrus – Quest for Success

look at this Infographic: Your Questions About Communications Strategy Answered

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Lifelong Learning Launch Case Study

Lifelong Learning Launch Case Study

Lifelong Learning Launch

Lloyds Maritime Academy Case Study

BACKGROUND

Following the development of its communication strategy which now forms the backbone of all marketing communications, Veronica Araujo, Head of Performance Marketing at Lloyd’s Maritime Academy recognised the importance of executing the plan to engage the media to elevate the brand and bring the new positioning of ‘lifelong learning’ to life.

Problem

Lloyd’s Maritime Academy had limited experience of proactively working with the media and wanted to leverage the knowledge and insights EC-PR had gained over the past two decades of working with trade journalists in the maritime sector.

Limited resources to develop new content also meant that Veronica and her team were keen to draw on EC-PR’s strong technical writing capabilities to provide editorial ideas and articles that would increase awareness and engagement within the target audience.

SOLUTION

The Lifelong Learning PR programme was specifically designed to help reflect the new, through life strategy. Activity would include the delivery of a regular news pipeline, the
development of a Brilliant Ideas Bank which reflects the communication strategy and business priorities with a specific focus on a ‘loud’ launch at London International Shipping Week 2019.

Outcome

Veronica Araujo, Head of Performance Marketing: “EC-PR played an instrumental role in helping us to develop our communication strategy, therefore, it was only natural for us to turn to Liz and Lorraine to help us execute the strategy. Their support in building a strong portfolio of material which has reinforced both our capability and the importance of through life career development has been fantastic. We’ve recognised the momentum that has been built in increasing brand awareness and hope to continue to elevate the brand in 2020.”

Veronica Araujo

Head of Performance Marketing, KNect365 Learning

  9-Month campaign delivered

36 pieces in industry specific press; 80% of coverage in media outlets with a DA over 40. Impact scoree 301,000. 9 news releases, 6 features, 2 case studies. Exclusive one to one access to journalists at London International Shipping Week 2019

  9-Month campaign delivered

36 pieces

of coverage in industry-specific press. 80% of coverage in media outlets with DA of over 40.

9 news

releases

6

features

Impact score

301,000

2

case studies

Exclusive one to one

access

to journalists at London International Shipping Week 2019

36 pieces

of coverage in industry-specific press. 80% of coverage in media outlets with DA of over 40.

Impact score

301,000

9 news

releases

6

features

Exclusive one to one

access

to journalists at London International Shipping Week 2019

2

case studies

GUARANTEED PERFORMANCE

Being in the right place at the right time… We will deliver feature length coverage to your target press… or your money back.

Defence – Customer Magazine Case Study

Defence – Customer Magazine Case Study

Defence - Customer Magazine

Producing high-quality content that makes compelling reading

Requirement

Focus is the customer magazine for the BMT group of companies, a global multi-disciplinary maritime engineering consultancy, serving clients in the energy, transport and defence sectors. Produced twice a year it requires vibrant thought provoking material based around a central theme.

Plan

For each issue EC-PR takes responsibility for developing a compelling theme and identifies authoritative contributors, both internal and external, to invited to participate. The team then takes responsibility for drafting all the editorial from interview and secured all relevant approvals before submitting to BMT Group.

Outcome

“ I know I can trust them to drive action forward and they not only come up with great ideas for content, but deliver well written articles based on their interviews with our staff, partners and clients.”

Jenni Williamson

Group Marketing Manager, BMT Group

What is B2B PR?

What is B2B PR?

In this article, Lorraine Emmett addresses the most commonly asked questions about B2B PR; what it is, what it’s for, how PR adds value and how to evaluate whether it’s doing a good job. What is PR and where does B2B PR fit in? What should you expect from your Public...

GUARANTEED PERFORMANCE

Being in the right place at the right time… We will deliver feature length coverage to your target press… or your money back.

Maritime – Technical Authorship Case Study

Maritime – Technical Authorship Case Study

Maritime - Technical Authorship

Creating invaluable content on technical subjects

Requirement

An FP7 initiative, FLAGSHIP is a consortium of 49 European maritime organisations taking part in a part EU-funded project the focus of which was on improving safety, environmental friendliness and competitiveness of European maritime transport. We were invited to provide dissemination for the project.

Plan

Each package of work was given a specific programme of support which resulted in 250 pieces of coverage included 14 feature length articles, by-lined to FLAGSHIP partner exerts but written in house.

Outcome

“The team managed this task efficiently and energetically. Their knowledge of the maritime industry and its press was invaluable as it ensured that we could get an intense campaign off to a flying start. I am happy to recommend them without reservation.”

Herman de Meester

Co-ordinator, FLAGSHIP

GUARANTEED PERFORMANCE

Being in the right place at the right time… We will deliver feature length coverage to your target press… or your money back.

Technical Authorship

Technical Authorship

Technical Authorship

Our track record for turning complex technical material into engaging press-ready content is second to none.

TECHNICAL AUTHORSHIP

Our track record for turning complex technical material into engaging press-ready content is second to none.

We take the time to write all your material so your experts can focus on their day jobs.

We are expert technical writers and understand how to take complex technical insight and turn it into engaging thought provoking articles that people want to read.

“The biggest difference to us is that this coverage is taking the form of feature length articles as opposed to single line mentions. As a result, the activity of BMT, and our experts, is not only being read by a much larger audience, the quality of this communication is far superior to that which was previously achieved.”
Jenni Williamson

Group Marketing Manager

What is technical authorship?

Technical Authorship is not just reserved for science and technology operations. Technical authorship is relevant wherever important complex subject matter needs decoding or interpreting to make it intelligible and attractive to the desired audience. That said, we have worked extensively with global engineering businesses to capture and build awareness for their technical excellence; essentially turning complex ideas into engaging pieces of in-depth communication.

Engaging with your experts

Most organisations were set up because someone somewhere thought it would be a good idea. They identified that a need existed and believed that they had the skills to meet that need effectively. To become successful and to compete against alternative providers, organisations have to harness and leverage their expertise – which most often resides in the heads of some very clever people. What we do is extract the interesting material and present it in a form that editors want to publish and audiences want to read. This means that privately held intelligence in the heads of your experts is made to work in public in the interests of your organisation.

Content people want

The process we use to secure high quality coverage is by producing content that people want – this is fundamental to the way we approach B2B PR. We achieve this by working closely with our client’s and the target magazine to produce ideas for feature articles. Once the editor has agreed to take the feature we interview the subject matter expert (usually an engineer/scientist) who will be the ‘author’ for the piece, then we draft the article. Everything is approved in writing by the client communications teams and the ‘author’ before being submitted to the editor with images.

We will also work the synopsis with all the related target media and seek additional placements for the feature – ensuring maximum placements can be secured and improving ROI. Amongst our core media we have established a reputation for delivering high quality material which helps us to consistently achieve this level of performance.

No industry is too complex for PR

No industry is too complex for PR

If you’re a marketer working in an industry such as engineering, science or technology - you not only have to deal with all the resourcing challenges that face marketers universally, but you have the added issue of having to create intelligible, interesting and...

read more
7 Benefits of outsourcing your PR

7 Benefits of outsourcing your PR

If you are considering outsourcing your public relations (PR), then you’ll be looking at the pros and cons of commissioning a PR consultancy over managing your reputation in house.  Here are 7 reasons why you should consider outsourcing your PR: 1. Focus: The benefit...

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GUARANTEED PERFORMANCE

Being in the right place at the right time. We will deliver feature length coverage to your target press... or your money back