White Papers

Global Reach and its partner agencies frequently produce white papers, offering insight into industry issues and best-practice adoption. 

Often authored by independent experts, these resources are intended to offer new and incisive perspectives on the practice of technology PR.

Data Driven Headlines: A Guide to using Data to Drive Media Coverage

The last few years has seen big data - the collection, storage and analysis of high volumes of complex information - go from insider terminology to mainstream public discourse. Against this changing backdrop, the most important question for PR practitioners remains the same. How can we use the power of data in order to generate results for our clients?

In this whitepaper, Affect PR gives its top tips on how to use data to further generate media coverage...

 

How To Make Online Video Work For Your Business

From the web, to TV, to mobile phones, the digital age is here to stay and businesses are increasingly realising its potential to reach not just a wider audience, but any audience at all. Online marketing spend has tipped the scales and overtaken print. It’s something many experts predicted but not quite so soon, with the rise of online tools to make marketing your company quick, easy, and most importantly, cost effective. This increase in online advertising brings competition with companies dreaming up new and inventive ways to engage an audience – and with digital media, almost anything is possible.

In this whitepaper, Lee Walker of Blue Chew Digital explains how you can get the most out of video marketing...

 

How To Get Better ROI From Your Social Media Strategy 

Social media has become the most talked about communications effort. Companies are creating digital presences in all sort of places, slashing resources in other areas of focus in favor of getting teams to manage their Facebook, Twitter and LinkedIn pages. 

Social guru, Carole Theriault, shares her tips on how companies can go about creating the best social media strategy.

Twelve Ways US Tech Firms Fail When Targeting European Media (And How to Avoid Them)

Tens of thousands of US tech firms have come to this vast continent with the assumption that they can communicate to people in the same way. However, persuading people to write about your widgets, binary code and gizmos can be hard, especially if you don’t take into account the many moving parts that make up the complex patchwork that is Europe.

Martin Veitch shares his tips on how to get the most out of speaking to European journalists.

Better PowerPoint

PowerPoint was created as a hack, a method of communication between engineers and the marketing department as a quick way of generating slides. This has now mutated into a powerful tool, allowing very dense communication. However, therein lays the danger; it has now become so dense that people are losing interest.

Lee Walker, managing director of marketing and advertising agency Blue Chew Digital, discusses the dos and don'ts when putting together a PowerPoint presentation.

Better PowerPoint

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Download PDF file – 102k

 

Infographics and how they can help your business

Information graphics don’t just entertain and inform, they can also be an essential online marketing tool. Although a lot of background research is often required and the services of an experienced designer are often needed, if they are well put together and entertaining, they can be a powerful promotional tool to help build any brand.

Lee Walker, managing director of marketing and advertising agency Blue Chew Digital, discusses the potential business benefits of a good inforgraphic and how to get the most out of them.

 

Making the Most of Trade Shows

In the technology industry, the demise of trade shows has long been speculated. The rise of the internet is increasingly seen as a deterrent to technology buyers, who are now in a position to gather information online. Yet, no matter how much easier it may be, there is never a substitute to building a relationship and meeting potential partners face to face.

This whitepaper, authored by Mike King, founder and Managing Director of Johnson King, looks at how, despite presenting a challenge in today's technology landscape, trade shows provide an excellent forum to meet key industry players.

Making the Most of Trade Shows

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Download PDF file – 1728k

Analysing Analysts (Demystifying Industry Analyst Relations)

When it comes to IT and telecoms it’s not just the technology itself that is becoming increasingly complex. Deciding which technologies to invest in to improve business performance, how much to spend, which vendors are going to be able to best meet an organisation’s needs and, ultimately, which products and services to purchase are all difficult decisions that are likely to be individual to any given organisation.

This is where industry analysts come into play, helping to shape and align technology-related buying decisions with the specific needs of an organisation.

This white paper, authored by Kim Crosby, founder of CustomerClix, an Analyst Relations and Training agency, looks at how analysts can provide insight and expertise across all areas of IT and telecoms.

Social Media and the Role of PR

At many companies, it was still possible five or 10 years ago, to believe that the brand was everything the company said about its products and services, the sum total of its logo, its advertising, its press releases, its sponsorships.

Today, the brand is no longer determined by what the company says about itself; it’s determined by all the things that are said about the company by others, in the real world (over garden fences, in hair salons, the supermarket check-out line, over drinks and dinners) and in digital and social media.

This white paper, authored by Paul Holmes, president and CEO of The Holmes Group, looks at social media and the role of PR.

Social Media and the Role of PR

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Download PDF file – 216k

Can and Will be Used – Preparing Execs to Meet the Press

Media training’s broad view explains how journalism works – it provides a day-in-the-life of a newspaper, a magazine, a broadcaster. Most executives don’t really know how things function on a paper/magazine or in a studio – with alarming speed, hasty decisions, rewriting, and editors’ changes, all as major news breaks that completely shatters “Plan A”, sometime minutes before air time or hours before a print deadline.

Mark Halper, freelance business, media and technology journalist for TIME, Fortune, The Hollywood Reporter and the UK's Independent on Sunday, looks at the benefits of media training.

Twitter… Next Best Thing or just a Tweet Overrated?

Why have people bought into this service so quickly, and enabled it to become so disruptive?

Online services this decade have been about participation. Services like Flickr, Facebook and Myspace survive on the willingness of their users to share their information within the system. Twitter relies on that too, but also takes things a step further; you just know that something is going to be successful when its users become codevelopers, not just sharing their own data, but creating whole subsystems to adapt and enhance the service.

The author, Danny Bradbury, started as a freelance journalist in 1989. He writes for titles including the Financial Times, the Guardian, and the National Post in Canada.

The IT Newsroom has Changed, for Better and Worse

Anybody under 30 today would be shocked at the primitive state of the office of 1990. There was no DTP so we printed out copy that was subbed on paper and then taken away to be rekeyed. Proofs were sent back by fax on thermal printer that made the work of final proofing akin to interpreting lost languages on ancient parchment scrolls.

Former journalist, Martin Veitch, reflects on the best part of two decades at the virtual coalface that is technology journalism.