Identify your technology public relations needs

Decide whether you need help with one project, multiple one-time projects or ongoing marketing campaigns. Begin to have conversations with various public relations agencies for technology advice and questions.

I recommend: Make sure to meet the people you will actually work with on the project. Ask about the agency’s experience with technology; public relations firms always keep information on previous projects, such as the ones listed by Thomas PR. Awards and testimonials like the ones given to Tech Image show they can meet and exceed expecations.

Look at local and national technology public relations agencies closely

Examine the firm in terms of size, price, number and quality of staff, previous successes and their general understanding and willingness to work with your specific business. It's okay to judge the firm based on how well you get along with its employees--you'll work with these people closely for too long not to let that be a factor in your decision.

I recommend: Visit websites of some top public relations agencies for technology to get a feel for their layout. These are the same people that are going to promote your business. Chances are, if the site is easy to navigate and contact information is easily visible, such as information on the Schwartz Communications site, the firm is worth checking out.

Consider PR software to help you market your business or product

Many technology PR agencies use software to assist in planning, staying on budget and tracking progress. A tech agency should be up to date on current trends and programs, so don't be afraid to ask what they use and what it can do for you.

I recommend: Search for online PR software. Many companies offer free demos so you know what you're getting before you buy. Some companies offer online software programs to help you stay on top in the media relations game.

Develop a technology public relations and marketing plan

Build customer loyalty by integrating new technology with traditional advertising and marketing strategies. Ask about cell phone advertising, website partnerships and other cross-promotional strategies to strengthen your current plan.

I recommend: Look at technology outlets you may not have considered before, such as Gas Station TV and international advertising. PR agents pride themselves on their fresh ideas and modern approaches to promoting their clients. Allow them to show you what they could do for you--but know that you have the ultimate say in the way things go.