We are regularly approached by emerging companies, often European-based, that are interested in finding out more about high tech PR and marketing opportunities in the U.S.

PR is an affordable option and can be used to quickly and effectively deliver an initial market profile and thought leadership position.

Here are our thoughts on the key things companies should consider before embarking on a PR campaign.  These are the first things we consider when meeting new companies - and they are what you should expect to be asked by any self-respecting technology PR agency that you approach.

1. What exactly do you want to achieve?  Be clear about what you are hoping to achieve in three, six and twelve months.  A good agency will be able to tell you whether you are being realistic.

2. Get your messaging straight.  Make sure you understand what you want to say and how it differs from your competitors.  A good agency help you to develop your key messages and work with you to validate each one, both in terms of the market and the competition.

3. Develop a press release calendar.  Dig deep and put as many potential corporate, customer and partner announcements in the calendar.  A good agency will use this to determine the overal longer term campaign direction and make sure that you are pitched correctly at the beginning.

4. Use wire distribution services to guarantee a certain level of exposure for every announcement.  They are relatively cheap and they serve a dual purpose of exposure and feeding journalists information.  They can also be invaluable for search engine positioning and keyword association.

5. Develop a tiered list of media of targets starting with the key trade and specialist press and working up to the business press. Be realistic. A good agency will advise on the liklihood of getting coverage in the major league press, but you have to have something for them to work with. 

6.  Add a press section to your website and use it to clearly set out your message and to list the steady stream of news emanating from your company.

7. Monitor your competitors' key media activity.  Look at what the press are saying about them and what they are saying about themselves.  Track industry trends and the information you glean from your customers.  Set up a process for pumping this information directly into your communication's program.

Starting with a solid foundation from which to build your PR program is key.  These seven suggestions will help you to make sure you engage the right agency and to develop a brief to which they will be able to effectively respond.