Created Thursday, 27 August 1998
Updated Wednesday, 22 September 2004

The UK High Tech PR function is to introduce new products to a core of around 30 top UK journalists. It does this through a combination of very traditional procedures:

  •          Press launches

  •          Press trips (aka "Jollies")

  •          Direct Mail

  •          Phone calls

As a result of the low strike rate, a PR company (or more accurately, its client) spends typically 100 to get a journalist to a presentation - can be as much as 300 a head.

Around 5-10% of the targeted journalists turn up to most events, and now publishers are forever tightening on editorial travel and general costs in the rapidly declining traditional print marketplaces for IT.

The Proposition

To supplement and ultimately replace this archaic process by delivering recorded and live PR events over DSL

The cost of a (multicast enabled) DSL installation is 50, the cost of a wireless router is 60.

We then take the mountain to Mohammed, and deliver both live press launches and recorded events, all of which can be stored locally on the journalist's PC and played back on demand. The archive will likewise be available for download if the transmission was missed.

The Business Argument

The costs of equipping 50 journalists is probably less than the cost of a single junket.

The next step

Journalists in other markets....