BackBone Puts PR in a Box
With the help of PR.exe 2.0, BackBone provides emerging companies
with the tools necessary to leverage their in-house resources
and implement campaigns that position their company and products,
garner market share, attract investment, and promote overall
growth. Founder and company President Charles Epstein calls
the service a "context provider." He adds that
it's perfect for high-tech startups that can't afford a big-time
public relations agency.
"We hear the term 'content provider' all the time, but context is perhaps
more important because when you bring out a new technology, you have to promote
it in the context of your market," Epstein says. "Any time you're writing
a press release or talking to an editor about what you do, you're providing context.
People want to know what's news."
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