REDWOOD CITY, CA—Eastwick Communications, an independent high-tech PR firm, has formed a strategic services group that will meet “the increasing demand by high-tech businesses to align PR activities with measurable business goals.” Headed by Eastwick vice president Giovanni Rodriguez, the group will roll out several new services that push beyond traditional PR agency functions and deliver measurable benefits to a company’s bottom line.
“Today’s high-tech industry is focused on solutions that solve real business problems, and the entire technology food chain—including marketing—is demanding a verifiable return on investment,” says Barbara Bates, principal and co-founder of. “Eastwick has for years demonstrated the link between PR programs and business value, and we’re excited that we’ve been able to assemble an excellent, business-savvy team to transform this experience into formal programs for our clients.”
The services currently in development focus on ROI measurement, multi-audience story development, and thought leadership and issues management. The ROI measurement program will focus on demonstrating through explicit metrics the business benefits of individual PR programs, improving the ability of company executives to target their PR spending.
The multi-audience story development program will extend the concept of messaging to craft richer corporate stories that will resonate in more fundamental ways with various key audiences, including the business and trade media, the investor community, customers, channels, partners, and employees. The thought leadership and issues management program will help executives define the agenda for their industries and effectively drive public discussion of prominent issues and trends.