TechMarcom Adds New Clients and Projects -- Opens Online Discussion Forum

(PRWEB) March 3, 2000

FOR IMMEDIATE RELEASE

Contact:    Jon Boroshok

        TechMarcom

        978-502-1055

        jb@TechMarcom.com

TechMarcom Adds New Clients and Projects -- Opens Online Discussion Forum

Westford, MA, March 2, 2000-- TechMarcom, Inc. (http://www.techmarcom.com), an alternative hybrid of independent agency and freelance high-tech PR specialist, today announced it has been retained by the Cognos Corporation and GeePS.com, Inc., for public relations services. The agency also announced that client Angstrom Microsystems has extended its retainer. Financial terms were not disclosed.

TechMarcom has also publicly opened an online discussion forum where public relations professionals and tech start-ups can meet online to discuss problems, trends, and exchange ideas and solutions. The forum is part of the TechMarcom Web site at http://www.techmarcom.com

The agency, headed by veteran publicist Jon Boroshok, was created to serve the needs of tech start-ups that and new dot-coms that are often unable to afford the fees of larger marketing agencies.

"While many tech PR agencies aren't taking on new clients with retainers of less than $15,000 a month, we specialize in providing senior PR professionals for start-ups at affordable rates," said TechMarcom president Boroshok. "We're filing a void in the market. Both Cognos and GeePS.com decided to take advantage of the ability to buy PR services on an a la carte basis."

GeePS.com, Inc. develops location based wireless Internet applications. The wireless Internet market is one of the fastest growing segments of the telecommunications market. The Cranbury, NJ company's mission is to become the premier location based wireless shopping portal. As their agency of record, TechMarcom will provide a full range of marketing communications services, including strategic positioning and media/analyst relations.

The Cognos Corporation provides enterprises with Enterprise Business Intelligence software that helps them increase productivity and achieve competitive advantage. Working with the corporation's U.S. Headquarters in Burlington, MA, TechMarcom will assist in media relations, specializing in the development and placement of case studies and success stories.

Angstrom Microsystems is a Boston Linux start-up, offering the first turnkey Linux-based e-commerce solutions, including specialized web servers, transaction servers, and security servers - all designed to speed the implementation of Internet e-commerce strategies. The company is already helping clients such as Fleet Bank and Justifacts. TechMarcom serves as their agency of record, proving public relations services and marketing communications counsel.

TechMarcom was created to provide an alternative for startups lacking the budget for big campaigns. Unlike most traditional agencies that require a monthly retainer, TechMarcom is part of a growing new generation of independent agencies that provide service at affordable contract, project, or hourly rates.

TechMarcom is also doing project work for several accounts, including GainsKeeper.com and ThingWorld.

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Editor's Note:

Jon Boroshok offers advice for tech start-ups searching for an agency:

• Myth: If an agency can service "EveryoneOnline.Com," they can service a start-up.
• Reality: Large agencies match up best with larger, established clients. Working on an established account, a PR pro can become complacent and forget how to be proactive introducing a start-up. Small accounts may initially receive senior staff's attention, but will soon be serviced by less costly/less experienced juniors. Start-ups are harder to work on and need seasoned professionals.
• Location location location - NOT! Location may be the most important factor when buying a house, but not when selecting an agency. A prestigious address does not make an agency do better work or increase the chances of media coverage. Would you rather pay for the view from your agency's conference room or pay for results?
• Agencies love to drop names of their media contacts - these may not be the right reporters, editors, and analysts for your company. Experienced pros quickly develop new press relationships as needed.
• When reviewing agencies, make sure the people pitching to you will be the same people that will be doing the actual account work. This should be written into the contract.
• Independent contractors are a limited resource, often working simultaneously for several clients. Make sure they have the bandwidth to take on additional work for your account and can meet your deadlines.
• Your in-house staff should be experienced enough to do the job alone and handle periodic spikes in the workload. In a tight labor market, ensure they're well compensated to lessen the attraction of offers from a competitor or agency.
• Chemistry counts - you'll have regular contact with your marcom professional. Marcom pros should be experienced in their field and must be able to learn your business quickly. A start-up's marcom needs and funding vary from month to month - your marcom pro must be flexible. Marketing communications is an investment. Selecting a source that matches your company's culture/personality is likely to give you the best return.