Serving Information Technology (IT), Human Capital Management, Healthcare and Education IT Clients

Our understanding of your business, your industry, and your objectives, combined with creative, persistent communications and our high-level media contacts across all disciplines (business, technology, general, and vertical) and outlets (print, digital, and broadcast) increase the breadth, depth, and quality of editorial coverage and placement.

Select an area of expertise for more details.

		Information Technology Connection
		Our grounding in technology and business enables us to connect the bits and bytes to bottom line business practices.
		Human Capital Management Connection
		As human resources (HR) and benefits communications specialists we are uniquely equipped to address everything from advanced HRIS technologies to new models in work-life service delivery to innovations in behavioral healthcare.
		Healthcare Connection
		BackBone has worked with a broad range of innovative healthcare vendors, practitioners and consultants. We’ve developed and implemented successful marketing and public relations campaigns for organizations offering wellness services, behavioral health programs, disease management solutions, health risk assessment technologies, and population healthcare management.
		Education Information Technology Connection
		We share your commitment to advancing the effective use of technology in education. And, we speak your language—we’re well versed on a broad range of the most pressing issues in the education IT world.

BackBone offers a full complement of PR program components, including:


• Editorial Calendars. All public relations programs begin with a careful review of editorial calendars from the leading publications to make sure that all planned feature and review opportunities bearing on your company and product/service are seized.

• Product Launches. We introduce new products or the latest iterations of existing products to editorial contacts specializing in "first looks" and new products.

• Product Reviews. We make sure that reviews editors are notified of new products or a new version of an existing product, and are supplied with sufficient documentation to route them to a given product's new and prominent features and those that distinguish the product from its competition. We will also track editorial calendars to make sure products are included in relevant review roundups.

• News Generation. A sustained drumbeat of company-related news—new hires, offices and company developments; product licensing/bundling deals signed; client wins; and testimonial interviews—is key to establishing and reinforcing name recognition.

• Media Tours. We plan and coordinate press tours to tout a new product to the press, garner favorable product reviews, and provide features editors with compelling story angles.

•Analyst Briefings. We keep high-profile analysts apprised of all important company developments, arrange briefings, and monitor reports bearing on your market.

• Defining Feature. We help develop features that help a company establish a clear identity in its market sector. For example, this may feature the vision of the company president and the business/social implications of its technology.

• User Stories. User stories that illustrate ways in which a company's product resolved a problem unique to a given industry, or improved specific and quantifiable efficiencies, have almost unmatched power to capture reader attention, shape perceptions and, ultimately, influence decisions at the highest levels.

• Speaking Opportunities. We identify venues—conferences, trade shows, conventions, and special events—that promise to attract receptive audiences interested in learning about specific benefits of a client's product. We also provide presentation materials such as speeches, PowerPoint presentations, and handouts. Appropriate speaking engagements have been proven to increase company visibility and expand industry recognition.