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Today, watch 60 seconds with Genevieve Haldeman, VP of Corporate Communications at Symantec, on how to get into tech PR.

Enterprise technology PR professionals, stop your whining and start your engines.  So you think the media and blogging worlds are only interested in your brand story if it is centered around a CE gadget  running on 3G, delivering cloud applications and fueled by solar cells.  Not so!

The b2b tech PR community breathed a palpable sigh of relief this morning (over coffee) in seeing William M. Bulkeley’s half page WSJ print (yes that medium) story on Cutting Tech’s Energy Bill; Computer Makers See Profits in Retooling Clients’ Data Centers.

Just what should we take from this?  A perfect storm of questions more business journalists should be asking like:

a. Where is enterprise IT growth coming from?  Data centers, Virtualization, Storage – you betcha, and more.
b. How is the corporate world impacted by energy costs and how will pain on the bottom line drive adoption of power-savings technologies?
c. Should more corporations be publicly reporting on their plans to curb electricity consumption?

Clearly, interest in speaking to ‘green for dollars-sake’ has not ebbed.  As b2b tech PR professionals, it’s our job more than ever to think broadly about the constituencies who have an interest in these issues.  Listen to them and engage with them as appropriate.

What do you see as the great untold b2b stories today?   What companies are doing a good job in your view of making their enterprise technology stories relevant to broader social, environmental and economic trends?  We want to hear from you!

Disclaimer: Ogilvy PR represents HDS, Brocade, and SAVVIS who have data center power-savings initiatives.

Disclaimer: Ogilvy advertising works with IBM.

In the past few years I saw a lot of PR agencies launching a Clean Tech Practice. In the interest of full disclosure, I was very tempted to do the same. I am passionate about tech and a big fan of everything green  (and I am not even Irish!)

It was during a conversation with a major clean tech company that I understood that Clean Tech is just a label, not where “clean” tech companies should play nor should position themselves. It’s about Energy, or better yet about Renewable Energies and how new technologies can find new solutions to old problems (urgently).

At that point a light bulb went on (and it was a fluorescent bulb!) — As Ogilvy PR, we have a lot of expertise in green IT (from data centers to semiconductors), and we do have a lot of expertise in traditional energy and renewable energies — so the easy part was to combine our existing strengths in both public affairs and technology PR. Et voila! Suddenly we had something the market was craving for. An agency with deep knowledge of who influences and decides public policy and how to reach them with politically effective communications, while offering a broader perspective into technology and business-to-business PR that looks beyond product public relations.

It’s not a new practice, it’s not a new group, it’s just the combination of expertise we already have within our firm. Now available to our clients. Don’t just call it Clean Tech.

China has already earned a gold medal this week. According to the China Internet Network Information Center (CNNIC), there are now 253 million internet users in China, knocking the US off its pedestal. The US now has a meager 223 million users.

This is one competition the US will not likely win again. Most Americans (about 75%) are already internet users while only 19% of China’s population is. With so much potential in this market, who wouldn’t want a little bite?

But I don’t advise taking a nibble without more understanding. After all, emerging markets are very different from the more familiar mature market. Here are my “three” cents for thought re approaching tech in Emerging Markets:

#1. There is no “one size fits all.” Local needs in China will differ greatly from those in Brazil or Indonesia. Tech in emerging markets often bridges the digital divide by increasing connectivity. How this is achieved varies greatly.

#2. Realize a lack of infrastructure exists. Many countries with emerging markets may not have the infrastructure (say, reliable electricity) to support technology. These countries also lack a dependable distribution system. Therefore, developing relationships with local players is necessary to your success.

#3. Now comes the most difficult part: how do we justify selling technology to someone who could instead spend their money on medicine? We know technology creates opportunities by improving access to health care and education while also increasing communication and competitiveness in commerce. How do we convince them of this in our communication approach?

Emerging markets are often seen as a sort of new “frontier.” Just remember that this is a whole new animal you’re approaching. Treat it differently from your cat at home!

For the past couple of years I haven’t been in a client meeting or industry event where “social media” isn’t mentioned. Forget “mention”: it has been at the core of the discussion. But in all these conversations, what hasn’t been covered is how traditional media, in particular tech press, is evolving, changing, adapting; and what this means for “traditional” tech PR professionals. Publishers like CMP (or better the former CMP) and IDG are changing. They have been “socialized”.

From now on, when I talk to a client or colleague, I’d like to make a distinction between social media and socialized media.

Of course I believe they are both very important, but they are critically different. And since all the attention has been focused on the first one, in this post I want to share some initial thoughts on the latter:

1. Traditional tech papers have been migrating for the past 2/3 years from print to online. By 2010 there won’t be any print. We will be living in a Paperless Tech PR world.
2. Traditional space in the media to cover tech related stories is shrinking, but new opportunities to pitch and place stories are rising in new, different venues. The use of video, slide shows, graphs is exploding. The publishers themselves are still sorting out what they want to be, still blurry on what is pay to play and what is vendor content deemed worthy of editorial sharing. They’d be wise to make the distinction. As PR professionals, we now need to learn how to navigate this new environment and become fluent visual storytellers. We always knew that “an image is worth 1,000 words “. Now a video is worth even more.
3. Almost all “traditional” journalists (I hate calling them traditional, as if they didn’t matter anymore - they do) are now blogging. We all know that. Some of them prefer staying unbiased on reporting, others enjoy the opportunity to become commentators. But the way they get their information and are sharing their stories is changing. Some of them are using social networks to do that, others not. So, in some cases, following a journalist on Twitter can be the best way to find out about a story or to come up with a brilliant pitch.
4. Everyone is now a publisher. Now, in the “socialized media” world, tech publishers are eager to use vendor-generated content. The publishers are becoming a distributor of information. Transparency, ethics and credibility will play an important role as new rules will apply.
5. Bloggers can be social media or they can be writing for a socialized media outlet. How can we define what’s what? Traditional bloggers like Michael Arrington, Om Malik and Robert Scoble (I love to define them as the traditional ones!) are spending a lot of time building their own personal brands. We can call them the “brandbloggers.” Bloggers of traditional media outlets (the “journabloggers”) are not focused on that at all. They are journalists by background, enjoy the freedom that only a blog platform can give them and know that branding is not part of their job description.

So what’s the net-net? As PR practitioners we are in front a very complex ecosystem, with a lot of moving parts. I think knowing and understanding the different motivations of all the players (the blogger, the journalist, the publisher, the editor) will make us better counselors and strategists.

I am personally extremely excited to start this blog not only because it will be a platform to share our thinking and engage in conversations with a broader community but because it will be really broad. In fact we have contributors from our Tech Practice from all around the world: from San Francisco to Singapore, from London to Sydney, we have people coming together with a common, global passion. Not, it’s not soccer. OK. It is soccer. But it is, mainly, Hi-Tech PR.

In this venue we will share what we see in the world of technology PR and beyond. We will talk about trends, ideas, things we stumbled upon, questions we might not have an answer for (and maybe you can help us.). Experiences of working with colleagues from other practices and disciplines. What’s changing and happening in the different markets: locally, regionally or globally.

We didn’t want to have the point of view of just a few senior PR professionals. So I am particularly thrilled to have members at every level be contributors. Fresh air. A different perspective. Young. Old. Experienced. Opinionated. Thoughtful.

We want to make it easy to have conversations with our clients, competitors, industry leaders, students, fellow bloggers and not just among ourselves. We would love to see a lot of content, ideas and participation.

Join the conversation. Throw us a Tech PR Nibble!