technical marketing communications at its best
Choosing the right PR agency is a balancing act. Do you choose somebody with a marketing communications background and spend time educating them on the engineering aspects of your products and services? Or do you choose an engineer who understands the products but does not understand how to write about them in a way that makes them appealing to your audience?

Another aspect you need to consider is does the person you choose really understand the business issues facing your audiences and can he communicate those issues effectively.

Well, why compromise? Why not use a qualified and experienced marketing communications professional who is also qualified in engineering and management. Somebody who will know how to communicate to your target audiences in the language they understand, whether that is the language of the engineer or the language of business.