{"id":576,"date":"2021-12-27T15:11:00","date_gmt":"2021-12-27T15:11:00","guid":{"rendered":"https:\/\/allisonworldwide.com\/?p=576"},"modified":"2023-09-06T14:50:49","modified_gmt":"2023-09-06T14:50:49","slug":"techprstugofwar","status":"publish","type":"post","link":"https:\/\/www.allisonworldwide.com\/techprstugofwar\/","title":{"rendered":"TECH PR&#8217;S TUG OF WAR"},"content":{"rendered":"\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"1024\" height=\"424\" src=\"https:\/\/allisonworldwide.com\/wp-content\/uploads\/2023\/09\/upload-1024x424.jpg\" alt=\"\" class=\"wp-image-2425\" srcset=\"https:\/\/www.allisonworldwide.com\/wp-content\/uploads\/2023\/09\/upload-1024x424.jpg 1024w, https:\/\/www.allisonworldwide.com\/wp-content\/uploads\/2023\/09\/upload-300x124.jpg 300w, https:\/\/www.allisonworldwide.com\/wp-content\/uploads\/2023\/09\/upload-768x318.jpg 768w, https:\/\/www.allisonworldwide.com\/wp-content\/uploads\/2023\/09\/upload-1536x636.jpg 1536w, https:\/\/www.allisonworldwide.com\/wp-content\/uploads\/2023\/09\/upload.jpg 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"has-medium-font-size\"><strong>THE BATTLE OF BRAND VS. PRODUCT<\/strong><\/p>\n\n\n\n<p>\u201cTech PR is Dead\u201d \u2013 or at least that\u2019s what some headlines claim as of late. Hype aside, is tech PR really on its way out? Absolutely not. But during a time that begs for brand, purpose and authenticity, are tech marketers and communicators torn between brand-first storytelling and more traditional product talk? 100%.&nbsp;&nbsp;<\/p>\n\n\n\n<p>With the C-Suite pulling on one side of the rope and sales tugging on the other, tech decision-makers crave clarity and direction. Our experts at Allison+Partners, armed with insights from CMOs, CCOs and VPs of marketing\/PR worldwide, explore the age-old conundrum that plagues in-house and agency tech PR experts\u2026which comes first: the brand or the product?&nbsp;&nbsp;<\/p>\n\n\n\n<p>Download the report to learn:<\/p>\n\n\n\n<ul>\n<li>Why brand and product are tech PR\u2019s chicken and&nbsp;egg.&nbsp;<\/li>\n\n\n\n<li>Why&nbsp;global&nbsp;tech brands&nbsp;struggle&nbsp;with consistency&nbsp;of message&nbsp;and alignment&nbsp;across borders.&nbsp;<\/li>\n\n\n\n<li>What B2B and consumer tech customers and potential partners are looking for vs. what they\u2019re getting.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p><strong>SUBSCRIBE<\/strong><\/p>\n\n\n\n<h5 class=\"wp-block-heading\">QUARTERLY TECH PR UPDATES<\/h5>\n\n\n\n<p><a href=\"https:\/\/share.hsforms.com\/1CyLYdT0sRSWLeHbPlzpEkg3224l\" target=\"_blank\" rel=\"noreferrer noopener\">SIGN-UP<\/a>&nbsp;for our practice updates to receive expert insights, emerging industry trends, and examples of our B2B and consumer tech work.<\/p>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"791\" height=\"1024\" data-id=\"2432\" src=\"https:\/\/allisonworldwide.com\/wp-content\/uploads\/2023\/09\/Technology-PRs-Tug-of-War_AllisonPartners_FINAL_Page_3-791x1024.jpg\" alt=\"\" class=\"wp-image-2432\" srcset=\"https:\/\/www.allisonworldwide.com\/wp-content\/uploads\/2023\/09\/Technology-PRs-Tug-of-War_AllisonPartners_FINAL_Page_3-791x1024.jpg 791w, https:\/\/www.allisonworldwide.com\/wp-content\/uploads\/2023\/09\/Technology-PRs-Tug-of-War_AllisonPartners_FINAL_Page_3-232x300.jpg 232w, https:\/\/www.allisonworldwide.com\/wp-content\/uploads\/2023\/09\/Technology-PRs-Tug-of-War_AllisonPartners_FINAL_Page_3-768x994.jpg 768w, https:\/\/www.allisonworldwide.com\/wp-content\/uploads\/2023\/09\/Technology-PRs-Tug-of-War_AllisonPartners_FINAL_Page_3-1187x1536.jpg 1187w, https:\/\/www.allisonworldwide.com\/wp-content\/uploads\/2023\/09\/Technology-PRs-Tug-of-War_AllisonPartners_FINAL_Page_3.jpg 1224w\" sizes=\"(max-width: 791px) 100vw, 791px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"791\" height=\"1024\" data-id=\"2431\" src=\"https:\/\/allisonworldwide.com\/wp-content\/uploads\/2023\/09\/Technology-PRs-Tug-of-War_AllisonPartners_FINAL_Page_4-791x1024.jpg\" alt=\"\" class=\"wp-image-2431\" srcset=\"https:\/\/www.allisonworldwide.com\/wp-content\/uploads\/2023\/09\/Technology-PRs-Tug-of-War_AllisonPartners_FINAL_Page_4-791x1024.jpg 791w, https:\/\/www.allisonworldwide.com\/wp-content\/uploads\/2023\/09\/Technology-PRs-Tug-of-War_AllisonPartners_FINAL_Page_4-232x300.jpg 232w, https:\/\/www.allisonworldwide.com\/wp-content\/uploads\/2023\/09\/Technology-PRs-Tug-of-War_AllisonPartners_FINAL_Page_4-768x994.jpg 768w, https:\/\/www.allisonworldwide.com\/wp-content\/uploads\/2023\/09\/Technology-PRs-Tug-of-War_AllisonPartners_FINAL_Page_4-1187x1536.jpg 1187w, https:\/\/www.allisonworldwide.com\/wp-content\/uploads\/2023\/09\/Technology-PRs-Tug-of-War_AllisonPartners_FINAL_Page_4.jpg 1224w\" sizes=\"(max-width: 791px) 100vw, 791px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"791\" height=\"1024\" data-id=\"2430\" src=\"https:\/\/allisonworldwide.com\/wp-content\/uploads\/2023\/09\/Technology-PRs-Tug-of-War_AllisonPartners_FINAL_Page_5-791x1024.jpg\" alt=\"\" class=\"wp-image-2430\" srcset=\"https:\/\/www.allisonworldwide.com\/wp-content\/uploads\/2023\/09\/Technology-PRs-Tug-of-War_AllisonPartners_FINAL_Page_5-791x1024.jpg 791w, https:\/\/www.allisonworldwide.com\/wp-content\/uploads\/2023\/09\/Technology-PRs-Tug-of-War_AllisonPartners_FINAL_Page_5-232x300.jpg 232w, https:\/\/www.allisonworldwide.com\/wp-content\/uploads\/2023\/09\/Technology-PRs-Tug-of-War_AllisonPartners_FINAL_Page_5-768x994.jpg 768w, https:\/\/www.allisonworldwide.com\/wp-content\/uploads\/2023\/09\/Technology-PRs-Tug-of-War_AllisonPartners_FINAL_Page_5-1187x1536.jpg 1187w, https:\/\/www.allisonworldwide.com\/wp-content\/uploads\/2023\/09\/Technology-PRs-Tug-of-War_AllisonPartners_FINAL_Page_5.jpg 1224w\" sizes=\"(max-width: 791px) 100vw, 791px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"791\" height=\"1024\" data-id=\"2429\" src=\"https:\/\/allisonworldwide.com\/wp-content\/uploads\/2023\/09\/Technology-PRs-Tug-of-War_AllisonPartners_FINAL_Page_6-791x1024.jpg\" alt=\"\" class=\"wp-image-2429\" srcset=\"https:\/\/www.allisonworldwide.com\/wp-content\/uploads\/2023\/09\/Technology-PRs-Tug-of-War_AllisonPartners_FINAL_Page_6-791x1024.jpg 791w, https:\/\/www.allisonworldwide.com\/wp-content\/uploads\/2023\/09\/Technology-PRs-Tug-of-War_AllisonPartners_FINAL_Page_6-232x300.jpg 232w, https:\/\/www.allisonworldwide.com\/wp-content\/uploads\/2023\/09\/Technology-PRs-Tug-of-War_AllisonPartners_FINAL_Page_6-768x994.jpg 768w, https:\/\/www.allisonworldwide.com\/wp-content\/uploads\/2023\/09\/Technology-PRs-Tug-of-War_AllisonPartners_FINAL_Page_6-1187x1536.jpg 1187w, https:\/\/www.allisonworldwide.com\/wp-content\/uploads\/2023\/09\/Technology-PRs-Tug-of-War_AllisonPartners_FINAL_Page_6.jpg 1224w\" sizes=\"(max-width: 791px) 100vw, 791px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"791\" height=\"1024\" data-id=\"2428\" src=\"https:\/\/allisonworldwide.com\/wp-content\/uploads\/2023\/09\/Technology-PRs-Tug-of-War_AllisonPartners_FINAL_Page_7-791x1024.jpg\" alt=\"\" class=\"wp-image-2428\" srcset=\"https:\/\/www.allisonworldwide.com\/wp-content\/uploads\/2023\/09\/Technology-PRs-Tug-of-War_AllisonPartners_FINAL_Page_7-791x1024.jpg 791w, https:\/\/www.allisonworldwide.com\/wp-content\/uploads\/2023\/09\/Technology-PRs-Tug-of-War_AllisonPartners_FINAL_Page_7-232x300.jpg 232w, https:\/\/www.allisonworldwide.com\/wp-content\/uploads\/2023\/09\/Technology-PRs-Tug-of-War_AllisonPartners_FINAL_Page_7-768x994.jpg 768w, https:\/\/www.allisonworldwide.com\/wp-content\/uploads\/2023\/09\/Technology-PRs-Tug-of-War_AllisonPartners_FINAL_Page_7-1187x1536.jpg 1187w, https:\/\/www.allisonworldwide.com\/wp-content\/uploads\/2023\/09\/Technology-PRs-Tug-of-War_AllisonPartners_FINAL_Page_7.jpg 1224w\" sizes=\"(max-width: 791px) 100vw, 791px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"791\" height=\"1024\" data-id=\"2427\" src=\"https:\/\/allisonworldwide.com\/wp-content\/uploads\/2023\/09\/Technology-PRs-Tug-of-War_AllisonPartners_FINAL_Page_8-791x1024.jpg\" alt=\"\" class=\"wp-image-2427\" srcset=\"https:\/\/www.allisonworldwide.com\/wp-content\/uploads\/2023\/09\/Technology-PRs-Tug-of-War_AllisonPartners_FINAL_Page_8-791x1024.jpg 791w, https:\/\/www.allisonworldwide.com\/wp-content\/uploads\/2023\/09\/Technology-PRs-Tug-of-War_AllisonPartners_FINAL_Page_8-232x300.jpg 232w, https:\/\/www.allisonworldwide.com\/wp-content\/uploads\/2023\/09\/Technology-PRs-Tug-of-War_AllisonPartners_FINAL_Page_8-768x994.jpg 768w, https:\/\/www.allisonworldwide.com\/wp-content\/uploads\/2023\/09\/Technology-PRs-Tug-of-War_AllisonPartners_FINAL_Page_8-1187x1536.jpg 1187w, https:\/\/www.allisonworldwide.com\/wp-content\/uploads\/2023\/09\/Technology-PRs-Tug-of-War_AllisonPartners_FINAL_Page_8.jpg 1224w\" sizes=\"(max-width: 791px) 100vw, 791px\" \/><\/figure>\n<\/figure>\n\n\n\n<p class=\"has-medium-font-size\"><br><strong><a href=\"https:\/\/allisonworldwide.com\/wp-content\/uploads\/2023\/09\/Technology-PRs-Tug-of-War_AllisonPartners_FINAL.pdf\">DOWNLOAD PDF<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>THE BATTLE OF BRAND VS. PRODUCT \u201cTech PR is Dead\u201d \u2013 or at least that\u2019s what some headlines claim as [&hellip;]<\/p>\n","protected":false},"author":24,"featured_media":2426,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[9,7],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v21.1 (Yoast SEO v21.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Tech PR&#039;s Tug of War - Insights and Trends - Allison<\/title>\n<meta name=\"description\" content=\"Explore the battle between brand and product in the world of tech PR. Discover insights and trends in this informative report by Allison.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.allisonworldwide.com\/techprstugofwar\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Tech PR&#039;s Tug of War - Insights and Trends - Allison\" \/>\n<meta property=\"og:description\" content=\"Explore the battle between brand and product in the world of tech PR. Discover insights and trends in this informative report by Allison.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.allisonworldwide.com\/techprstugofwar\/\" \/>\n<meta property=\"og:site_name\" content=\"Allison Worldwide\" \/>\n<meta property=\"article:published_time\" content=\"2021-12-27T15:11:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-09-06T14:50:49+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.allisonworldwide.com\/wp-content\/uploads\/2023\/09\/tug.png\" \/>\n\t<meta property=\"og:image:width\" content=\"896\" \/>\n\t<meta property=\"og:image:height\" content=\"960\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Allison\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@Allisonww_\" \/>\n<meta name=\"twitter:site\" content=\"@Allisonww_\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Allison\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.allisonworldwide.com\/techprstugofwar\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.allisonworldwide.com\/techprstugofwar\/\"},\"author\":{\"name\":\"Allison\",\"@id\":\"https:\/\/www.allisonworldwide.com\/#\/schema\/person\/1cdf564c17bd0e8eb52ccb2a8b4997f5\"},\"headline\":\"TECH PR&#8217;S TUG OF WAR\",\"datePublished\":\"2021-12-27T15:11:00+00:00\",\"dateModified\":\"2023-09-06T14:50:49+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.allisonworldwide.com\/techprstugofwar\/\"},\"wordCount\":215,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.allisonworldwide.com\/#organization\"},\"articleSection\":[\"Insight Papers\",\"Transform Brands\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.allisonworldwide.com\/techprstugofwar\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.allisonworldwide.com\/techprstugofwar\/\",\"url\":\"https:\/\/www.allisonworldwide.com\/techprstugofwar\/\",\"name\":\"Tech PR's Tug of War - Insights and Trends - Allison\",\"isPartOf\":{\"@id\":\"https:\/\/www.allisonworldwide.com\/#website\"},\"datePublished\":\"2021-12-27T15:11:00+00:00\",\"dateModified\":\"2023-09-06T14:50:49+00:00\",\"description\":\"Explore the battle between brand and product in the world of tech PR. 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