{"id":4430,"date":"2021-12-27T15:11:00","date_gmt":"2021-12-27T15:11:00","guid":{"rendered":"https:\/\/allisonworldwide.com\/?p=576"},"modified":"2024-02-13T13:19:31","modified_gmt":"2024-02-13T13:19:31","slug":"techprstugofwar","status":"publish","type":"post","link":"https:\/\/www.allisonworldwide.com\/de\/techprstugofwar\/","title":{"rendered":"KR\u00c4FTEMESSEN IN DER TECH PR"},"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<p class=\"has-medium-font-size\"><strong>DER KAMPF: MARKE VS. PRODUKT<\/strong><\/p>\n \n<p>\u201eTech-PR ist tot\u201c\u00a0\u2013 das behaupteten j\u00fcngst zumindest einige Schlagzeilen. Doch ist die Tech-PR wirklich auf dem Abstellgleis? Ganz und gar nicht. Aber sind Tech-Marketer und Kommunikatoren in einer Zeit, in der es um Marke, Philosophie und Authentizit\u00e4t geht, zwischen markenorientiertem Storytelling und eher traditioneller Produktsprache hin- und hergerissen? Definitiv.\u00a0\u00a0<\/p>\n \n<p>W\u00e4hrend die F\u00fchrungsriege an der einen Seite des Strangs zieht und der Vertrieb an der anderen Seite, sehnen sich die Entscheidungstr\u00e4ger:innen im Technologiebereich nach Klarheit und Orientierung. Unsere Expert:innen von Allison+Partners k\u00fcmmern sich mit Erkenntnissen von CMOs, CCOs und VPs of Marketing\/PR weltweit um die uralte Frage, die interne wie externe PR-Expert:innen plagt\u00a0&#8230; Was kommt zuerst: die Marke oder das Produkt?\u00a0\u00a0<\/p>\n \n<p>Laden Sie den Bericht herunter, um Folgendes zu erfahren:<\/p>\n \n<ul>\n<li>Warum Marke und Produkt f\u00fcr die Technologie-PR wie die Frage sind, was zuerst kam: Huhn oder Ei?\u00a0<\/li>\n \n<li>Warum globale Technologie-Marken mit der L\u00e4ndergrenzen \u00fcberschreitenden Konsistenz ihrer Botschaft und Ausrichtung k\u00e4mpfen.\u00a0<\/li>\n \n<li>Was B2B- und Verbrauchertechnologie-Kunden und potenzielle Partner wollen, und was sie bekommen.<\/li>\n<\/ul>\n \n<p><\/p>\n \n<p><strong>ABONNIEREN<\/strong><\/p>\n \n<h5 class=\"wp-block-heading\">VIERTELJ\u00c4HRLICHE TECHNOLOGIE-PR-UPDATES<\/h5>\n \n<p><a href=\"https:\/\/share.hsforms.com\/1CyLYdT0sRSWLeHbPlzpEkg3224l\" target=\"_blank\" rel=\"noreferrer noopener\">ABONNIEREN<\/a> Sie unsere Praxis-Updates, um Einblicke von Expert:innen, Informationen \u00fcber neue Branchentrends und Beispiele f\u00fcr unsere Arbeit im Bereich B2B und Verbrauchertechnologie zu erhalten.<\/p>\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<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<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<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<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<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<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\">PDF HERUNTERLADEN<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>DER KAMPF: MARKE VS. PRODUKT \u201eTech-PR ist tot\u201c\u00a0\u2013 das behaupteten j\u00fcngst zumindest einige Schlagzeilen. Doch ist die Tech-PR wirklich auf [&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":[131,203],"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>Das Tauziehen der Tech-PR\u00a0\u2013 Erkenntnisse und Trends\u00a0\u2013 Allison<\/title>\n<meta name=\"description\" content=\"Lernen Sie alles \u00fcber den Kampf zwischen Marke und Produkt in der Tech-PR. Entdecken Sie in diesem informativen Bericht von Allison Einblicke und Trends.\" \/>\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\/de\/techprstugofwar\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Das Tauziehen der Tech-PR\u00a0\u2013 Erkenntnisse und Trends\u00a0\u2013 Allison\" \/>\n<meta property=\"og:description\" content=\"Lernen Sie alles \u00fcber den Kampf zwischen Marke und Produkt in der Tech-PR. Entdecken Sie in diesem informativen Bericht von Allison Einblicke und Trends.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.allisonworldwide.com\/de\/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=\"2024-02-13T13:19:31+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\/de\/techprstugofwar\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.allisonworldwide.com\/de\/techprstugofwar\/\"},\"author\":{\"name\":\"Allison\",\"@id\":\"https:\/\/www.allisonworldwide.com\/#\/schema\/person\/1cdf564c17bd0e8eb52ccb2a8b4997f5\"},\"headline\":\"KR\u00c4FTEMESSEN IN DER TECH PR\",\"datePublished\":\"2021-12-27T15:11:00+00:00\",\"dateModified\":\"2024-02-13T13:19:31+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.allisonworldwide.com\/de\/techprstugofwar\/\"},\"wordCount\":220,\"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\/de\/techprstugofwar\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.allisonworldwide.com\/de\/techprstugofwar\/\",\"url\":\"https:\/\/www.allisonworldwide.com\/de\/techprstugofwar\/\",\"name\":\"Das Tauziehen der Tech-PR\u00a0\u2013 Erkenntnisse und Trends\u00a0\u2013 Allison\",\"isPartOf\":{\"@id\":\"https:\/\/www.allisonworldwide.com\/#website\"},\"datePublished\":\"2021-12-27T15:11:00+00:00\",\"dateModified\":\"2024-02-13T13:19:31+00:00\",\"description\":\"Lernen Sie alles \u00fcber den Kampf zwischen Marke und Produkt in der Tech-PR. 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