• "I’ve worked with McGrath/Power for more than 10 years at companies in the enterprise and consumer technology markets – all with the same excellent results – driving awareness and delivering new customers – and bottom-line impact. The agency has been a trusted strategic partner at each of my companies and their value add cannot be overstated."

    - Phil Underwood

    Vice President, IPLocks

  • "PR is a very important function for our company as we operate in a crowded market with several aggressive competitors. Since we’ve worked with McGrath/Power, the change in our overall visibility has been significant and has helped move our business forward."

    - Jim Pante

    CEO, Tablus

  • "McGrath/Power has played in instrumental role in launching TiVo, helping us create the DVR product category and establishing the TiVo brand as synonymous with personal TV. The agency has great experience in both consumer and technology, which helped bring our story to life and influence our target audiences. I’ve worked with numerous agencies during my career and the TiVo launch with McGrath/Power was one of the most powerful public relations campaigns I’ve been involved with."

    - Ed MacBeth

    VP Marketing, TiVo

  • "I would recommend Jonathan and McGrath/Power to anyone wanting an exceptional, intelligent PR and Communications partner. I’ve worked directly with Jonathan for several years and at two start-ups – his quality of work is extraordinary and unique in his industry."

    - Shaun Coleman

    Co-Founder, Reconnex

  • "I’ve been impressed with McGrath/Power each time I’ve brought the agency on board as my strategic public relations partner. The agency’s ability to align the PR function with the goals of our company was key in driving business success factors, whether an acquisition or a major corporate repositioning. Beyond that, knowing that I have both the agency’s management team and skilled tacticians each playing an active role on my program enables me to have the perfect balance of strategic planning and successful program implementation."

    - Ed Murrer

    VP Marketing, Xcert
    (acquired by RSA Security)

  • "Your work exceeded my wildest expectations, and I thank you. We met with virtually every major business, consumer and tech publication that mattered and I made a dozen significant VC and carrier contacts through your efforts. From a messaging point of view, our story is crisp, clean, simple and above all, easy to relate to and clearly understood by our target audiences and the press that writes for them – a far cry from when I first approached you. I know that on this day I am your happiest client and most enthusiastic supporter. In fact, I don’t feel like a client at all. I feel like McGrath/Power is an integral part of the EasyReach team."

    - John Stossel

    CEO, EasyReach

  • "McGrath/Power played a critical role in establishing our MailStation email appliance as an important consumer electronics offering for those without a personal computer. The MailStation public relations effort helped reposition our company in the CE space and was a key driver in our acquisition by EarthLink. I was just as pleased to refer McGrath/Power to EarthLink to provide that company with PR activities surrounding the MailStation as I was to work alongside their team."

    - Tim Dooley

    Senior Vice President, CIDCO

  • "McGrath/Power is our strategic communications partner for technology issues in the United States and the agency has demonstrated its ability to get our message heard in that very noisy market."

    - Jon Earl

    Senior Group Media Relations Manager, Vodafone Group Plc

  • "McGrath/Power provided essential strategic PR counsel and consistently solid results over the nine years we partnered with them at Intellisync. They took us from start-up through IPO and beyond while always providing fresh perspective and proactive input."

    - Brad Rowe

    Founder,
    Intellisync Corporation

Utilizing Public Relations in your New Product Launch Strategy

Without real-time tracking and performance data, it is difficult to understand the necessity of a worthwhile public relations effort for a new product launch strategy.

But just imagine your product launch without public relations. For example: Imagine you have new merchandise to bring to the market. You have just finished two years of research and development, your engineers have found the cost-effective, energy-efficient, streamlined solution to an outdated product that has not performed well for years.

Now what? A new product launch strategy that consists of sending your new product out the door with the hope of people sending money back is unlikely to generate the splash you deserve. You can be sure that every other product you will be competing against will be prepared with their own media relations services: News stories, product reviews and word-of-mouth campaigns designed to make sure the name of their product is on the minds of their target audiences.

To be competitive, your product launch strategy requires a public relations effort that educates the consumer – about how the product works, or the conceptual differences that make it better than another technological approach and what the benefits of the product are to the end user.

Another example: Imagine the high-tech public relations that went into explaining the important differences between the compact disc and the cassette tape. This involved the industry as a whole explaining to consumers the way both formats worked, thereby extolling the benefits of the CD. It is also unlikely the word "compact" was added to the name of the product by an engineer. This more closely resembles the handwriting of a skilled public relations campaign, aimed at demonstrating the product's benefit at introduction.

The example above shows the necessity of good PR for a new product launch strategy if consumers are not familiar with the latest innovation. McGrath/Power is a high-tech PR agency that specializes in this arena of bringing new, cutting-edge technologies to the marketplace - and we understand how high the stakes are for a corporate product launch.

When you make us part of your new product launch strategy, you are adopting the strength and experience of an agency that has worked with such companies as Earthlink, Tivo, Symantec and more. McGrath/Power has helped these companies do just what you need to do: Get the world to think about your product.

Because making a technology-based item a household word doesn't happen by accident.