Frequently Asked Questions

As one of the most trusted Tech PR agencies in North America, Bospar’s team receives many questions about what exactly we do and how exactly we do it. We’re compiling some of PRs most frequently asked questions that may help you decide whether or not hiring a public relations firm is right for your company.

Questions About Bospar

  • How do you measure client success?

    Success and ROI look different for each of our clients and for each project we take on. In the first days of the engagement, we work with you to define and document the most valuable and important goals for your business – and we define exactly how we will measure these goals moving forward. While we take a custom approach to measuring success for each of our clients, our philosophy of success remains consistent across everything we do.

    Through collaboration and open communication, we work with you to align priorities, expectations and goals, while building a strong foundation of trust. The ultimate measure of client success is when we become a seamless extension of your team, offering our specialized skills and demonstrating success in the most meaningful ways for you and your business.
    The ultimate measure of client success is when we become a seamless extension of your team, offering our specialized skills and demonstrating success in the most meaningful ways for you and your business.

  • What reports and metrics do you provide?

    We provide regular reports on a monthly and/or quarterly basis, including metrics for earned media coverage, social media mentions, and how you’re stacking up against your competitors. We’ll work with you to determine any detailed reporting parameters to make sure you’re getting the data that’s most useful and most valuable to your business.

    We include the following metrics in our reporting: 

    • Total articles
    • Headlines and featured articles
    • Quality media mentions
    • Sentiment
    • Readership
    • Mentions by geography
    • Share of voice against definite competitors
    • Article shares
    • Journalist shares and reach
    • Unique visitors per month (UVMs)/impressions
    • Key message pull-through
  • What can I expect during the first 30/60/90 days of my engagement with Bospar?

    Each of Bospar’s client relationships begins by working together to develop a clear plan. We set goals, define key initiatives, establish the cadence of news coverage and social media reporting, and work through how we will best fulfill your unique needs. We want to know how we can out-perform your expectations and grow your confidence. We are the best partner to have at your side with the industry’s most sophisticated tools for measuring results.

    During the first 90 days, you can expect to hear from us often. We ensure that we are in alignment every step of the way via weekly status meetings and ongoing touch points to collaborate with you regularly. On a monthly and/or quarterly basis, we provide tracking reports that showcase how your earned media placements and social media mentions stack up against your competitors. We’ll also measure the impact against our goals to confirm that our PR strategy is on track.

    Most importantly, those first 90 days are about building trust and synergies. Our goal is to become an extension of your in-house team, and we’ll do whatever we can to build your confidence in us. Once we have that strong foundation, we’re all about executing the plan, reporting on our measurable progress, and adjusting our tactics accordingly.

  • Do you have relationships with the specific media that I need to reach?

    Yes! Many of our staff are former journalists providing an insider’s view of the most recognized and most influential media outlets around. We’re known as the “Politely Pushy®” PR firm, and we’re definitely not shy when it comes to leveraging our relationships. We get the best coverage for our clients, without exception. Read our client success stories.

  • Who will be on our account team?

    At Bospar, each client team is led by one of our principals. Based on your needs, we bring in the right mix from our expert staff. Your core team is consistent throughout your engagement, not changing week to week. Our leadership works with you to ensure that you have the confidence that we are by your side the entire way.

Questions About Public Relations (PR)

  • What is Analyst Relations (AR)?

    Industry analyst firms independently research and track companies, industries, products and issues in their given fields. They provide third-party insight into market trends that might otherwise be difficult to discern without costly or time-consuming individual research.

    Analyst relations is strategically engaging with and managing relationships inside the analyst community with the goal of positively influencing the long-term perception of a corporation and its products. AR efforts help build awareness, credibility, and trust with analysts who are key influencers with both enterprise buyers and consumers alike.

    In many ways, researchers are gatekeepers to the market often evaluating emerging technologies and providing insights on how they fit within the existing marketplace. These researchers influence which products get coverage, how they’re reviewed, and which companies make analyst lists. This makes analyst relations an essential factor and potentially an organization’s most important channel for building a reputation as a serious player in their industry.

    For more information on AR read:

    Why Analyst Relations Matters

  • What is Investor Relations (IR)?

    Investor relations is the communication of data and insight between a company and its investment community. It provides the investment community with information on a  company’s business activities, strategies, and prospects. It also enhances the corporation’s reputation among investors by providing more insight into the organization’s performance and strategic goals. When executed well, IR enhances both investors’ ability to make decisions about their own investments as well as their trust in the company they are investing in.

    The investor relations field has evolved greatly over the past several decades, changing from a model of static press releases and investor newsletters to more dynamic forums for active investor involvement.   Investor relations activities can include investor conferences; investor roadshows; blogs; podcasts; social media use; webcasts; virtual investor meetings; online presentations and videos.

    For related information on IR read here:

    Flagging stock price?
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  • What is Newsjacking?

    Newsjacking uses relevant current events and news stories to promote a product or brand. It is used to increase awareness and spread brand messaging quickly across multiple channels as the event or news story receives peak coverage.

    Done correctly, newsjacking results in branded content being seen by a much larger audience than could be reached without taking advantage of the heightened news coverage of the current event.

    When the brand content is aligned and shared alongside the news event, it can increase brand engagement and provide the opportunity to start conversations with potential customers through social media channels. This can help a brand build trust by demonstrating expertise and thought leadership.

    Newsjacking can provide overwhelmingly positive results for brands, but it can have a downside if the news story takes an unexpected turn that no longer aligns with the brand’s original intent or alignment. It is important to consult a professional and carefully consider what events are in close alignment and assess any risk for negative coverage before using newsjacking to promote a brand or product.

  • What is crisis management PR?

    Crisis management PR is the process of preparing for, and/or responding to, a major incident or event that has the potential to threaten your organization and its reputation. Crisis management PR professionals help you develop a response plan, craft a narrative and position, provide media training to your team, monitor media and social media, and develop a recovery strategy. At Bospar, we’re on call 24/7 for you and we can adjust our approach very quickly when required. 

Questions About Tech PR

  • What is Tech PR?

    PR or Public Relations is leveraging the power of the media to create a positive reputation for an individual or organization. PR is different from marketing. With marketing, you speak directly to your audience about your products or services, but PR uses the media to do it on your behalf.

    Tech PR is a focused area within the broader PR discipline that uses PR strategies to gain media coverage specifically for technology and digital businesses. If you are in tech, it is important that your PR Agency not only knows PR but also understands the most current technology trends and the needs of tech audiences. Tech PR specialists use their unique understanding of the tech world, specific awards, digital platforms, innovations, tech investors, and top tech talent to secure coverage and benefit your organization.

    An experienced tech PR agency works with you to identify and create newsworthy stories and submits these stories to targeted publications to gain important coverage.

    The key is that the stories must be newsworthy within the tech world. Not everything warrants coverage and the best tech PR agencies know what stories will garner the attention of technology publications and media outlets. Partnering successful tech coverage with other targeted efforts such as carefully crafted social media posts, influencer outreach, and optimized website content provides the extra boost tech companies need to get the positive attention they seek.

  • Why is public relations important for tech companies?

    Public Relations is an essential part of any tech company’s communications strategy.  One of the fundamental goals of public relations is to increase awareness and interest in your company and its products or services. Through effective media relations, thought leadership, influencer relations, analyst relations, and other programs, public relations professionals reach a large target audience with your message and generate greater interest.

    Tech companies often have complex messaging that can be difficult for those outside the organization to understand. The right public relations partner can simplify your story and find the most interesting angles, making it easier to connect with the media and develop relationships with key influencers. They help the public understand what your company is all about, why it’s different and what value you deliver to customers.

    Public Relations efforts are also helpful for tech companies during times of crisis. If something goes wrong with your product or service, such as a data breach or supply challenges, it’s important to have a crisis PR and crisis communications strategy in place to manage your reputation and assist with a quick recovery.

  • What types of PR campaigns are the most important for tech companies?

    There are many types of PR campaigns that are important for tech companies to improve awareness and interest among customers, investors, and media. These three are always top of mind when it comes to important PR announcements that, when handled by an expert PR team, garner the most attention.

    1. Funding Announcements: If you’re in Series A or perhaps hoping to raise additional VC funding down the road, announcing what you’ve raised to-date instills investor confidence, and is helpful for future funding investments.
    2. Product or Service Launches: New or advanced products, services and platform announcements allow your company to interact with industry partners, investors, influencers, and consumers to tell your story. Working with a skilled PR firm will help you develop a tech PR campaign focused on the important details your target audience needs to know.
    3. Newsjacking: The whole concept behind newsjacking is to figure out how and where you can insert your company into a story that’s already trending. For example, after Yahoo! had its latest major security breach, we pitched survey data from a cybersecurity client about how long it takes consumers to reestablish trust after hacking incidents, resulting in hundreds of placements for our client. By keeping a pulse on trending topics, a good PR partner will find ways to connect your company story and amplify coverage.
  • What is Healthtech PR?

    Healthtech Public Relations is the use of specialized PR strategies for health technology companies. Healthtech refers to technology companies that have solutions specifically designed to improve personal health or to improve healthcare systems or processes. Healthtech companies include medical devices such as biomedical chip implants, health tracking apps, health wearables, or health monitoring software.

    Healthtech is among the fastest-growing categories within the broader health sector and driving the awareness and coverage required to succeed in a crowded space can be difficult with marketing and branding strategies alone. Employing targeted public relations methods alongside marketing and branding strategies secures wider coverage and boosts positive recognition for Healthtech organizations.

    Healthtech PR is used to actively engage with hospital stakeholders, healthcare organizations, governments, research institutions, and consumers alike. Healthtech PR strategies include a variety of approaches such as creating stories of interest for Healthtech organizations that are then released to healthcare industry-focused media, orchestrating health product launches with key influencers in attendance, and arranging speaking opportunities for Healthtech executives to demonstrate expertise and boost brand confidence. These health tech PR strategies work together to increase the visibility of Healthtech companies and their products and services, encouraging their target customers to embrace new health technologies.

  • What is AI PR?

    AI PR is the strategic use of specific Public Relations strategies designed for AI companies to help them gain awareness and capitalize on the opportunities present in a highly competitive tech environment.

    With numerous artificial intelligence companies competing for a finite amount of market share, AI PR campaigns are increasingly important as the industry continues its rapid growth. PR professionals who understand artificial intelligence and its many applications provide their AI clients with a strategic approach that enables them to gain recognition and coverage when other less specialized PR professionals may not succeed due to the current competitiveness in the AI space.

  • What is a SPAC?

    A Special Purpose Acquisition Company or SPAC took shape in the 90s. Because SPAC is often a quicker and easier way to take a private company public than the better known initial public offering or IPO, it has gained momentum in the past few years.

    A group of investors or venture capitalists initially forms a SPAC. They complete the IPO process and are assigned a ticker symbol. Since the SPAC has no operating or financial history, the IPO process with the Security Exchange Commission (SEC) is simplified. Once through the IPO process, the SPAC is often referred to as a Shell Company.

    Within two years of completing the IPO process, the SPAC identifies and acquires or merges with a privately held company, thereby making it public. Often, the privately held company is already known by the sponsors when the SPAC forms, making the two-year timeframe easily achievable.

  • What is SPAC PR?

    Key PR opportunities emerge as soon as the SPAC identifies the acquisition target. Working with an experienced SPAC PR agency ensures these opportunities are worked to their full advantage. It is important that the selected PR agency is experienced in both SPAC PR and in the industry of the acquisition target.

    Announcing the deal is a critical media opportunity in the SPAC lifecycle and requires PR expertise to expertly craft the story and have it picked up by as many outlets as possible. Deal announcements have tremendous media appeal, and the resulting coverage provides the momentum needed for investors to secure the approvals to close the deal.

    Ongoing PR efforts are essential throughout the deal negotiation and finalization process. By putting the deal front and centre in the media, the energy to close quickly is easily maintained.

    Working with a PR agency experienced in SPAC PR to create an effective strategy to be executed throughout the SPAC process helps position the deal to existing and prospective shareholders. When the merits of the deal are clearly articulated and bolstered with consistent coverage secured by seasoned SPAC PR partners, the necessary approvals are easier to secure and SPACs are measurably more successful.

  • What is an IPO?

    An IPO, or Initial Public Offering, is a process used by private companies to raise capital and begin publicly trading their shares on the open market. Most IPOs involve selling a percentage of company shares to investors who are willing to purchase stock from the company at an agreed-upon time for an agreed-upon amount. IPOs are heavily regulated, specific rules and regulations must be followed in order for the IPO to remain valid and legal. Since the IPO process is complex, it usually requires the assistance of a broker or IPO advisor to guide the company through each step for both listing on an exchange, like the NYSE, and raising capital.  Tech companies often choose to go to IPO to raise the capital required to support the rapid growth needed to compete in the high-tech market. Achieving IPO status assists in establishing corporate credibility, making it easier for the company to raise capital and continue growing.

  • What is IPO PR?

    IPO PR refers to the public relations strategies used by a company at the time of an initial public offering (IPO). IPO PR is a specialized area of public relations that should be handled by a team with proper training and experience in this area. IPO regulations govern the IPO process and require specific disclosure standards to be followed by the company.

    IPO PR strategies aim to increase awareness and boost shareholder participation.  IPO PR best practices differ based on the company’s stage of development, size, structure, and sector. Depending on these factors, an IPO PR team will employ various methods such as creating positive and newsworthy stories to secure media coverage, arranging interviews and speaking opportunities for the company’s C-level team members, and engaging with influencers or celebrities to help tell the company’s story.  Regardless of the approach taken, IPO PR strategies are always highly integrated with other ongoing company efforts such as marketing and investor relations.

    When executed properly IPO PR engages a greater number of potential investors by increasing visibility and credibility before the IPO. This greater reach can have a significant positive impact on IPO outcomes.

  • What is Wellness PR?

    Wellness PR is a form of Public Relations specifically used to promote and drive awareness of wellness-focused companies and solutions. It refers to forms of promotion or publicity designed to create public awareness about a wellness brand or company and its products and/or services.

    Wellness companies include a broad range of offerings and can include health supplements, exercise and healthy-eating platforms, health food providers, healthy living websites, mental health wellness, wellness-focused clothing and e-commerce shops, and wellness service providers.

    The goals of Wellness PR include increasing brand visibility, generating leads, expanding the customer base, increasing market share, promoting customer loyalty and improving brand reputation. Wellness PR initiatives are often combined with other awareness-building activities including social media, SEO/SEM, and events.

  • What is Enterprise PR?

    Enterprise public relations (PR) is a specialized subset within the public relations field that focuses on PR for enterprise-level companies. Enterprise companies are classified as those with more than 500 employees and annual revenue over $100 million. The expertise, strategies, and complexity required for managing public relations initiatives for these large corporations differ from those needed for small to mid-sized businesses and start-ups because they are often comprised of many departments and products or services and are often segmented by industry.

    Due to the organizational complexities of enterprise-level business, an experienced PR team typically manages a multitude of public relations efforts for their clients including media relations, social media outreach and management, crisis communications, and content marketing to ensure cohesion in messaging and initiatives. In addition to creating compelling messages that can be disseminated through all major forms of traditional and online media outlets, these teams also use techniques such as event management to enhance the public visibility of their enterprise clients.

  • What is Real Estate Tech PR?

    Real Estate Tech public relations is the utilization of PR tools and strategies to promote and increase the success of Real Estate Tech companies.

    A Real Estate Tech company is a technology-based company that provides services and tools to improve productivity and profitability within the Real Estate industry. Examples include Real Estate CRMs, Virtual Reality (VR), Augmented Reality (AR), and Real Estate market intelligence tools.

    The Real Estate industry is quick to adopt new technologies and the growth of Real Estate Tech companies has kept pace, increasing competition in the space. Public relations strategies are used by these companies to help differentiate and pull ahead of competitors within Real Estate Tech. Improving brand perception, increasing awareness via media coverage, forging relationships with key opinion leaders in the industry, and strategic content creation across social channels are important public relations initiatives for Real Estate Tech companies and are often included in their public relations strategies.

  • What is FinTech PR?

    FinTech PR is a branch of public relations that aims to increase the visibility of FinTech companies and their products that span the banking, investment, and insurance industries.

    A FinTech company is short for “financial technology company”. These companies focus on creating technical solutions for the financial services industry. Fintech companies use technology to make the finance world more accessible and efficient. Some examples of FinTech companies include:

    • peer to peer lending platforms
    • technology that helps people manage their money
    • robo advisors
    • mobile payment systems

    The PR strategies for these companies are unique and often address the security, reliability, and technical aspects of the product in order to build confidence and overcome the understandably high sensitivity of these topics in the financial sector. Public Relations within FinTech usually includes media relations, and very importantly, investor relations (IR) and analyst relation (AR) strategies.

  • What is MarTech PR?

    MarTech (marketing technology) is an industry term used to describe companies that make software for marketing, advertising and/or sales. In essence, MarTech companies develop software that can be used by a variety of businesses to aid in their marketing and advertising efforts. Some of the technologies include:

    • programmatic ad buying
    • email marketing
    • digital publishing frameworks
    • content distribution networks

    MarTech public relations is the application of PR strategies for MarTech companies. Due to the broad spectrum of solutions and competition in MarTech solutions, is important for these businesses to build awareness and relationships with potential customers early on in their development, while also building credibility with journalists and industry influencers.

  • What is Agriculture Tech (AgTech) PR?

    Agriculture tech PR is the application of specialized public relations strategies for agriculture tech companies. These PR techniques are used to build awareness and trust within the agriculture industry and with other audiences such as investors and analysts.

    Examples of agriculture tech include biosensors, nanotechnology, vertical farming technologies, agriculture drones, harvest robots, and crop monitoring apps. Adoption of new technologies and solutions within agriculture can be challenging because it is a well-established industry and often relies on traditional approaches. AgTech companies can benefit from public relations to help break down these known barriers to increase the use of new technologies and processes.

  • What is Security PR?

    Tech companies that specialize in security will design protective measures for computer systems. Since technology can also be used to harm people, it’s important for security companies to manage their reputations.

    Security PR is a specialized form of public relations where we tend to focus on sharing positive stories about how your business helps protect people online and in the real world. By focusing on how you make the world a safer place, we help your brand be seen as credible and trustworthy.

  • What is Data Warehousing PR?

    Data Warehousing refers to an organization’s central repository for business intelligence or analytics that stores raw or processed data in one place where it can be accessed by analysts for analysis purposes.

    But, remember, big data can be a sensitive topic for your customers.

    Data Warehousing PR is a form of public relations used to improve the brand reputation of Data Warehousing companies. We do this by helping you craft your narrative, positioning you as experts, and mitigating negative public discourse about data management.

  • What is HR Tech PR?

    HR Tech is the intersection of human resource management and information technology. It’s about using data, analytics, and other technologies to improve HR processes for better talent acquisition and retention while reducing costs through improved workforce planning.

    Our experts know that HR Tech is essential for improving operational efficiency in any business, organization, or enterprise – we also know you’re not alone in the market. 

    HR Tech PR is a form of public relations that helps companies stand out in the highly competitive market. Our goal is to hone in on your unique qualities and position you as the go-to, leading name across the board – and we know how to get you and your product in front of all the right people.

  • What is E-Commerce PR?

    E-Commerce PR is a form of public relations that helps E-Commerce businesses garner publicity, not only about your products and services but also about your expertise on topics related to your products and services. 

    For example, thought leadership is increasingly important to consumers and you likely have a lot of expertise related to your products and services. Our PR experts help define your expertise and how you can increase your brand awareness by incorporating blogs, media interviews, and other forms of highly sought-after content across your digital platforms.

  • What is Quantum Computing PR?

    Computers have evolved so rapidly that the common person doesn’t understand just how spectacular technology has become – and just how much further it can go. Yet, quantum computing and its supercomputers are likely to change the way many sectors operate. 

    Quantum Computing PR is a specialized form of public relations in which our experts help quantum computing companies earn name recognition and brand awareness among the public.  

    Public relations for quantum computing optimization could include: Sharing exciting discoveries about quantum computers that have been made by companies such as Google or IBM; Introducing users to new advancements in cryptography technology that may help to protect data from tampering by hackers; Teaching readers about the risks cyber-attacks on quantum computer programming. 

    When sharing the stage with some of the most successful companies in the world, having a strong team of public relations experts will ensure that you get the air time you need to earn the confidence and trust of those who matter most to you – potential stakeholders and future consumers.

  • What is Low-code PR?

    Low-code refers to a kind of software that requires very little coding in order to develop an application or process. This process is more visual, often with drag and drop features, which allows developers to create things much faster and more efficiently. 

    Low-code PR is a specialized approach to public relations. Our PR specialists see the enormous benefits of low-code and we can help make sure your platform stands out against your competition. We are pros at finding what makes your, your team, and your product unique – and then we tell your story to all the right people at the right time.

  • What is Container PR?

    Container technology is a unit of software that contains all the code and its dependencies so an app can work efficiently and effectively from one computer to another. 

    Container PR is a specialized form of PR that helps container tech companies increase their product awareness and associated sales among software developers. Our specialists know how to get in front of all the big names – and the everyday developer too.

  • What is Supply Chain PR?

    Supply Chain refers to supply companies working together to create, move, process and distribute products for consumer consumption. COVID-19 has taught us that sometimes, disruptions are unavoidable. Nonetheless, disruptions have implications for your stakeholders and your customers, and the perception of supply companies and all your associates.

    Being proactive and having a public relations team behind you will ensure you will always be a few steps ahead of any reputational crisis. We keep our ear to the ground, we train your team, we plan meticulously, and we find the best on-air opportunities for your goals.

  • What is IT PR?

    Information Technology or IT PR is a specialized form of public relations that helps IT firms and professionals craft your narrative so we can then position you as the thought leaders you are. 

    IT is a field that specializes in using computers to store, retrieve, manipulate, analyze, and share data. So, we know your field is always evolving, growing, and recruiting. We also know there are countless platforms, conferences, events, and unique opportunities to showcase what makes you and your firm stand out amongst the others.

    By honing in on your brand image, our PR experts can ensure you are seen as the leading experts in the world of IT, which can boost your sales, valuation, and talent recruitment efforts.

  • What is DevOps PR?

    The DevOps approach to software development emphasizes automation and teamwork between different teams that work together to integrate their code into single applications or programs. In parallel, DevOps is a culture, not just a set of processes. DevOps culture focuses on collaboration and experimentation, instead of constant monitoring and management.

    DevOps PR is a specialized form of public relations that helps companies who have adopted this philosophy and can help weave it into the fabric of your brand identity. Better yet, our specialists use their expertise to position your company as a leader in both tech AND positive workplace culture.

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