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How Tech Public Relations Is Changing

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Have you ever wondered how the digital revolution is reshaping the world of public relations, especially in the tech sector? As communication channels multiply and audience behaviors shift, tech public relations navigate uncharted waters. The rise of new platforms, methodologies, and strategies redefines the essence of tech PR. So, without further ado, dive into this evolving landscape as we uncover the transformative changes sweeping this dynamic industry.

The Evolution of the Tech PR Landscape

The tech public relations sector is undergoing significant changes. Key factors shaping how tech companies communicate with their audiences drive this evolution. Here, we outline three primary shifts that every tech business and PR professional should know. Creating a great tech story is very different today than it was only a few years ago.

Emergence of New Media Channels

Previously, technology public relations agencies used to focus mainly on traditional media. However, if we talk about it now, we must diversify strategies with the rise of social media, podcasts, influencers, and other digital platforms. These new media channels have expanded communication, requiring technology-based companies to rethink and adapt their PR approaches accordingly.

Influence of Data-Driven Approaches

In earlier times, the best tech PR agencies depended heavily on experience and intuition. Today, the scenario has changed completely. These agencies are increasingly using data analytics to inform their strategies. By leveraging data, they can better predict trends, understand audience behavior, and formulate messages that align with market sentiments, making their PR efforts more effective.

Demand for Specialized Expertise

The technology sector is becoming more segmented. With emerging niches like artificial intelligence, blockchain, and the Internet of Things (IoT), there’s an apparent demand for specialized knowledge. A generalist tech PR agency often only suffices now. Companies now seek tech PR firms with expertise in these areas to ensure that PR efforts are targeted and more impactful.

B2B Public Relations: A Changing Game in the Tech World

B2B public relations is experiencing a transformation, especially in the technology sector. As businesses integrate more technology into day-to-day operations, the strategies for B2B PR are evolving to meet these significant changes. This evolution is evident in how content is disseminated, the rise of thought leadership, and the shift from one-way communication to active engagement.

Content Is King, but Context Is Queen

Believe it or not, quality content has always been pivotal in the PR sector. However, it maximizes its impact when delivered through a suitable medium to the right audience. Today, discerning where and how to share content is vital. With many platforms available, Tech PR firms are refining their strategies, ensuring content reaches its intended audience in the most effective context.

Thought Leadership Is the New Norm

The B2B landscape has changed. Stakeholders now demand more than just product information. They are looking for insights, expertise, and substantial value, which has led to a shift where more than merely talking about products is needed. Companies now position themselves as thought leaders, offering valuable insights and expertise, ensuring they stand out in the crowded tech arena. This is especially true in emerging tech industries like cannabis, drones, AI, and cleantech.

Engagement Over Broadcasting

Communication in the B2B sector has evolved. Gone are the days of one-directional message broadcasting. Today’s B2B PR emphasizes mutual conversations and active engagement. Whether it’s interactive webinars, insightful Q&A sessions, or fostering community interactions, the focus is on building relationships and understanding the audience rather than just relaying a message.

How Tech Public Relations Is Changing: The Role of Social Media and Influencers

Discussing the evolution of tech public relations requires diving into social media and influencers. These elements have introduced a whole new dimension to the domain.

Real-Time Engagement Takes Center Stage

With platforms like Instagram and Facebook, social media has revolutionized how tech PR agencies communicate. These digital arenas provide an unparalleled advantage of engaging instantly with audiences. This immediacy facilitates rapid feedback collection and empowers agencies to cultivate and nurture stronger community bonds. Such real-time engagement has made audience relations more vibrant and interactive, transcending the limitations of conventional models.

Micro-Influencers: The Unsung Heroes of Tech PR

The landscape of influence is shifting. While big names in the market still matter, there’s a rising emphasis on micro-influencers, celebrated for their niche expertise and dedicated audience base. These individuals are becoming invaluable assets in the tech public relations world. Tech brands, with strategic targeting goals, are capitalizing on the unique influence of these micro-personalities. The specialized reach often fosters more profound, resonant connections with intended audiences.

The Imperative of Transparency and Authenticity

Social media’s relentless spotlight magnifies every misstep. Acknowledging this reality, the best tech PR agencies champion transparency as a core principle. This commitment involves swiftly rectifying mistakes, forthrightness about organizational developments, and upholding unwavering brand authenticity. In an age where audiences treasure sincerity and open dialogue, adopting a transparent posture isn’t just a good practice—it’s an indispensable requirement for modern PR success.

Future Trends: What’s on the Horizon for Tech Public Relations?

Technological advancements are transforming tech public relations. Here are the key trends shaping PR’s future in the tech industry.

Integration with Other Disciplines

In today’s dynamic digital landscape, tech public relations can only operate in collaboration. We’re witnessing the convergence of PR with marketing and advertising, creating a unified communication strategy for the company adopting it. This integration ensures consistent messaging across all channels, optimizing reach and impact. As audiences interact with brands across various touchpoints, it becomes imperative for these disciplines to collaborate, offering a seamless brand experience.

Rise of AI and Automation

The future of tech public relations is intertwined with artificial intelligence and automation. Tools like ChatGPT stand ready to address press inquiries instantly, enhancing responsiveness. Furthermore, AI-driven analytics are revolutionizing PR campaigns, making them more data-driven and precise. As technology evolves, we can expect automation to permeate all facets of PR, from strategy formulation to execution, making processes more efficient and effective.

Personalization at Scale

The true potential of data analytics is being unlocked in the realm of tech public relations. No longer are campaigns designed for broad segments. Instead, we can tailor PR initiatives to individual preferences and behaviors with advanced analytics. Such hyper-personalization ensures that messages resonate deeply, fostering more robust connections. Personalization will be the gold standard as tech PR moves forward, guaranteeing heightened engagement and impact.

Emergence of Immersive Experiences

With technologies such as virtual reality and (VR) augmented reality (AR) becoming mainstream, there’s a paradigm shift in how audiences consume content (both online and offline). Tech public relations is poised to harness these technologies, offering immersive experiences that captivate audiences. Whether a VR press conference or an AR product demo, these tools can elevate PR campaigns, making them more interactive and memorable and revolutionizing traditional outreach methods.

Ethical Considerations in the Spotlight

In an era where privacy concerns and data breaches dominate headlines, ethical considerations in tech public relations are paramount. It’s not just about promoting a brand or product in the market but doing so responsibly and with integrity. The best tech PR agencies will prioritize ethical messaging, ensuring transparency in communications and maintaining the trust of stakeholders. Ethics will be at the core of all PR decisions, strategies, and client relationships as we progress.

Evolving Role of Content Creation

Content remains king in the PR world, but its nature is evolving rapidly. With the proliferation of platforms and mediums, there’s a pressing need for diverse, tailored content. Tech public relations will shift from traditional press releases to podcasts, webinars, and interactive content. As audiences seek more engaging, relatable formats, PR professionals must adapt creatively, ensuring the content strategies align with changing preferences and technological advances.

Globalization and Localization

In a connected world, geographical boundaries do not restrict tech public relations but thrive on inclusivity. While there’s a push for global campaigns, there’s also a deep-rooted recognition of the importance of localization. We must tailor messages to resonate with local cultures, values, and sensibilities. This delicate balance between global reach and local relevance will be a defining trend in upcoming years, ensuring that PR campaigns are both expansive and culturally resonant.

Sustainability and Tech PR

As global conversations shift towards sustainability, it’s a theme that tech public relations can’t ignore. Whether promoting eco-friendly tech solutions, advocating for energy efficiency, or highlighting a company’s green initiatives, sustainability will feature prominently in PR narratives. More informed than ever, audiences are increasingly making choices based on a brand’s environmental stance, making it crucial for tech PR to align with these conscientious values.

Frequently Asked Questions about Tech Public Relations

As we’ve explored the PR landscape in-depth, many readers often have specific questions that need direct answers. To further clarify and address these common inquiries, we’ve put together a list of frequently asked questions about tech PR. Whether you’re a seasoned professional or new to the domain, this section aims to provide insights and clear any ambiguities you might have.

How Is Tech PR Different from General PR?

While the foundational principles of public relations remain consistent, tech PR requires a deep understanding of technological trends, jargon, and the rapidly changing landscape of the tech industry. The audience, stakeholders, and media outlets are also distinct in the tech realm.

Why Is There a Rising Demand for Specialized Tech PR Agencies?

As technology segments further into niches like artificial intelligence, IoT, and blockchain, a one-size-fits-all approach only works for some. Specialized agencies have the expertise to understand these nuances and craft strategies that resonate specifically with target audiences in these niches.

How Are Tech PR Strategies Formulated?

Strategies often combine tech trends, audience behavior, and media landscape. They are informed by data analytics and industry insights, ensuring messages align with market sentiments.

What Role Do Influencers Play in Tech PR?

Influencers, especially those focused on tech, have dedicated audiences that trust their opinions. Partnering with influencers can amplify a brand’s message and reach audiences more effectively.

How Does Tech PR Handle Negative Publicity or Crises?

Given the digital age, addressing issues head-on is crucial to maintain trust. Crisis management involves swift responses and corrective actions and is critical to tech PR.

What Are the Metrics to Measure the Success of a Tech PR Campaign?

Success metrics can include media coverage, engagement rates, brand sentiment analysis, lead generation, website traffic, and more. The choice of metrics often aligns with the campaign’s goals.

How Does Tech PR Integrate with Other Marketing Strategies?

Tech PR often works hand-in-hand with marketing and digital strategies. It ensures consistent messaging, capitalizes on synergies, and amplifies the overall brand presence across channels.

Are Traditional Press Releases Still Relevant in Tech PR?

While the format might evolve, press releases remain foundational, especially for official announcements. However, diverse content formats now complement traditional press releases.

To conclude, the landscape of tech public relations is undeniably undergoing seismic shifts. From the emergence of new platforms to a renewed emphasis on specialized expertise and the pivotal role of data, the changes are profound, and we can see them quite clearly. However, with change comes opportunity. As tech public relations continues its evolutionary journey, businesses and agencies that stay ahead of the curve, adapt, and innovate will undoubtedly reap the most rewards.

Elevate Your Tech PR Strategy with Avaans Media

Look no further for those seeking an experienced hand in navigating these changes. Avaans Media, a top-rated PR agency, stands at the forefront of this transformative era. Boasting an executive-level team and a track record for exceptional results within emerging industries and hyper-growth companies, we are well-equipped to guide you through the dynamic world of tech public relations.

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What To Expect From Top Tech PR Firms

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In today’s tech-driven world, communication is everything. Tech PR can help you make the right impression and break through the noise. Top tech PR firms are your strategic allies when it comes to maximizing the benefits of PR in the tech industry. These firms possess an in-depth understanding of the tech industry and the media landscape, making them well-equipped to develop and execute PR campaigns tailored to your specific objectives and target audience.

The Role of PR in the Tech Industry

Before delving into what you can expect from top tech PR firms, it’s essential to understand the role of PR in the tech industry. Public relations in technology extends beyond traditional media relations. It encompasses reputation management, brand building, crisis communication, and strategic positioning in an ever-evolving landscape. In short, PR in tech is about creating and maintaining a positive image and influence in the digital age.

PR Results that Speak Volumes

When you engage a top tech PR firm, you can expect nothing less than exceptional PR results. These firms are well-equipped to navigate the dynamic tech landscape, ensuring your brand or product gets the exposure it deserves. Here’s what you can expect your PR firm to work on:

Media Coverage

One of the primary goals of PR is to secure tech media coverage that puts your brand in the spotlight. Top tech PR firms have extensive networks and relationships with journalists, bloggers, and industry influencers. They can craft compelling stories and pitch them to the right outlets, increasing your chances of getting featured in top-tier publications, tech blogs, and news websites.

Thought Leadership

Establishing thought leadership in the tech industry is crucial for gaining credibility and trust among your target audience. Top boutique PR agencies help position your executives and key team members as industry experts by securing speaking engagements at conferences, arranging interviews, and publishing insightful guest articles.

Crisis Management

In the tech world, unforeseen crises can arise at any moment. Top tech PR firms are well-prepared to handle crisis communication, ensuring your brand’s reputation remains intact even during challenging times. They can devise crisis communication plans, manage media inquiries, and minimize potential damage.

Measurable Results

Effective PR is not just about getting your name out there; it’s also about measuring the impact. Leading tech PR agencies employ advanced analytics tools to track and quantify the results of their efforts. As a client, you can expect comprehensive reports that detail media impressions, website traffic, social media engagement, and more, allowing you to assess the ROI of your PR campaign.

Social Media Amplification

In today’s tech-savvy world, social media plays a pivotal role in PR. Top tech PR firms are well-versed in leveraging social platforms to amplify your brand’s message. They can develop and execute social media strategies that engage your audience, drive traffic, and foster a community of brand advocates.

Influencer Partnerships

In addition to traditional media, influencer marketing has become a powerful tool in the tech PR arsenal. Top tech PR firms can identify and collaborate with influential figures in your industry, harnessing their reach and integrity to promote your brand or product.

Aligning with Business Goals

PR is not a standalone effort but an integral part of your business strategy. When working with top tech PR firms, expect close alignment with your business goals to ensure that PR efforts drive tangible outcomes.

Tailored Strategies

Each tech company has its unique goals and challenges. A top tech PR firm will start by understanding your business objectives and target audience. They will then craft a tailored PR strategy that aligns with your goals, whether increasing brand awareness, driving customer acquisition, or securing funding.

Integration with Marketing

Effective PR and marketing go hand in hand. High-tech PR agencies understand this and work with your marketing team to ensure a cohesive approach. This integration can lead to more effective campaigns and a steady brand image across all channels.

ROI-Focused Approach

Tech companies often operate in rapidly changing environments. Your business goals may evolve, and so should your PR strategy. Top tech PR firms are flexible and adaptable, ready to pivot when necessary to align with shifting priorities.

Flexibility and Adaptability

Tech companies often operate in rapidly changing environments. Your business goals may evolve, and so should your PR strategy. Top tech PR firms are flexible and adaptable, ready to pivot when necessary to align with shifting priorities.

Strategic Partnerships

In the tech industry, strategic partnerships can significantly impact your business goals. Top PR firms can identify and facilitate partnerships with other tech companies, industry associations, and government organizations to help you achieve your strategic objectives.

Meeting Unique Needs of VC-Funded Startups:

Startups often operate under immense pressure to increase and attract investors. VC-funded startups have specific PR needs that top tech PR firms are well-equipped to address. Here’s what you can expect when working with a leading boutique PR agency as a startup:

Fundraising Support

For startups, securing funding is often a critical milestone. Top tech PR firms can help you create a compelling narrative that resonates with investors. They can also facilitate connections with venture capitalists and angel investors, increasing your chances of securing the funds you need.

Early-Stage Brand Building

Startups are often starting from scratch in terms of brand recognition. High-tech PR agencies can help you build a strong brand identity from the ground up by boosting brand awareness among potential investors and customers, including crafting your brand story, defining your value proposition, and creating a consistent messaging framework.

Product Launch Expertise

Launching a new product is a pivotal moment for startups. High-tech PR agencies excel at creating buzz around product launches, generating media coverage, and leveraging influencer marketing to maximize exposure.

Rapid Growth Strategies

Startups are about growth, and top tech PR firms are adept at accelerating that growth. They can help you increase your customer base, attract top talent, and scale your business by leveraging PR strategies that resonate with your target audience.

Enterprise Tech PR: Navigating the Corporate Landscape

Enterprise tech PR agencies specialize in working with large, established tech companies. These agencies understand the distinctive challenges and opportunities faced by enterprises. They can help:

IPO Preparation

Prepping for an Initial Public Offering (IPO) is a significant milestone for many enterprise tech companies. High-tech PR agencies have experience handling IPO communications, ensuring that the transition from private to public is smooth and well-received by investors and the media.

With a PR agency, your company can increase brand awareness among potential investors and analysts and position the company as a sound investment opportunity. It can also secure positive media coverage for the company and its products.

Reputation Management

Established tech companies have reputations to uphold. Top tech PR firms are experts in reputation management, helping you maintain a positive public image, handle corporate communications, mitigate crises, and respond to issues that may arise.

Industry Partnerships

High-tech companies often benefit from forming strategic partnerships. Enterprise-tech PR agencies can help you identify and forge partnerships that align with your business goals and engage with stakeholders and influencers, enhancing your market presence and influence.

Global Reach

If your enterprise tech company operates globally, you need a global PR partner with a worldwide reach. Top tech PR firms often have a network of international contacts, enabling them to expand your brand’s reach and influence in global markets.

PR Results: What to Expect

The specific PR results you can expect depend on your business goals, target audience, and budget. However, here are some predicted PR outcomes you can achieve:

Increased Brand Awareness: Effective PR efforts can significantly boost brand awareness among your target audience, which means heightened awareness often translates into increased website traffic, leads, and sales.

Improved Brand Reputation: PR can enhance your brand reputation by positioning your company as an industry thought leader, making your company more appealing to customers, investors, and partners.

Positive Media Coverage: PR campaigns can generate adequate media coverage for your company and its products. Such coverage can lead to increased website traffic, leads, and sales.

Increased Social Media Engagement: Tech PR can drive higher social media engagement, expanding your reach to a broader audience and increasing website traffic, leads, and sales.

Aligning PR with Business Goals

Choosing a top tech PR firm involves considering your business goals. What are you aiming to achieve through PR? Are you focused on increasing brand awareness, generating leads, or attracting investors?

Once you’ve identified your business objectives, you can search for a PR firm with a track record of achieving similar goals.

What to Expect with a Top Tech PR Firm

Selecting the right top tech PR firm is a critical decision that can remarkably impact your company’s success. Here are some key considerations when making your choice:

Tech Industry Expertise

Look for a top boutique PR agency specializing in technology and understanding your industry’s nuances. The agency should be well-versed in the challenges and opportunities posed by technologies like AI and CleanTech and able to communicate these concepts clearly and precisely.

Strong Relationships

A top tech PR firm should have established meaningful relationships with journalists and editors. These relationships enable them to secure media coverage effectively. Additionally, they should help your spokespeople feel comfortable interacting with the press.

Transparency

Choose a high-tech PR agency that is transparent about what you can expect for your budget. They should provide honest assessments of the news your company can generate versus what may need to be manufactured to secure coverage. A good agency will offer creative solutions to get your story out there.

Results-Driven Approach

Look for a tech PR agency that is results-driven. The agency should set goals that align with your business objectives and not just aim for a specific number of press hits. The agency should focus on achieving outcomes that matter to your bottom line.

Creativity

Creativity is key in the tech industry. Your PR agency should consistently present creative ideas that help your company stand out. They should bring innovative, out-of-the-box thinking to the table to capture attention effectively.

Integrated Services

Consider how you can integrate the PR generated into other marketing initiatives. A forward-thinking PR agency should advise you on repurposing PR content for different marketing channels, such as lead generation, social media, and more.

Understanding Company Culture

An effective PR agency should take the time to understand your company’s culture. They should align their communication strategies with your brand values, work environment, and value proposition.

Global Capabilities

If your business has international aspirations, ensure your PR agency can engage with local and global media outlets. They should have a network that extends beyond their home country to reach international audiences effectively.

Bottom Line

Engaging a top boutique tech PR firm is a strategic investment in your company’s success. Ensure to partner with a tech PR firm with industry expertise, strong relationships, and a proven track record to navigate the complex PR landscape confidently.

Moreover, a PR agency that understands your company culture and offers integrated services can help you achieve your business goals effectively, whether you’re a startup, an established enterprise, or a high-growth tech company. Making the right choice in a PR agency is pivotal in achieving the results you desire in the ever-evolving tech landscape.

Are you ready to take your tech PR to the next level?

Contact Avaans Media to discover how our expertise can elevate your brand in the tech industry.

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What Makes a Great Tech Story Today

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Tech PR needs to be reinvented. Telling a great tech story today differs from what it used to be.

For the past 15 years, tech has been leading much of the conversation, so with a few press releases and a TED Talk, an upcoming and coming CEO could set the agenda. Zuck set the “let’s make an interconnected world” agenda. Steve Jobs set the “intuitive design” conversation. And while there is plenty more innovation headed our way – tech itself is no longer the story.

Emerging tech companies need to connect to the conversations their community is having or going to have in an enormous way. Why?

Today’s reporters need stories that capture the moment, not navel-gaze into the future. 90% of tech writers are curious about backend technology, but won’t write about it. Most outlets only have one tech reporter, that poor person receives over 500 pitches per day and an uncomfortable number of them are still using buzz words like “innovative”, “disruptive”, and the worst of them all, “unique.” These words now cause journalists to glaze over because they’re so overused and increasingly unbelievable. The question comes down to “WHY?”

 

So if Tech Itself is No Longer the Story…What Is?

Technology companies need to tell stories about how they’re connecting to the stories consumers are watching. Great tech stories often start with core values and it isn’t just consumers who want to know more about how you’re solving the world’s actual problems, it’s investors too – 88% of institutional investors are evaluating ESG (environmental, social, governance) with the same scrutiny they give operations and finance.

Let’s look at what people are searching for on Google:

emerging tech trends

2023 Emerging Tech Trends

How to Tell a Tech Story today

2021 Emerging Topics

Look how emerging tech doesn’t even register compared to climate change and racism. There are far more reporters covering these emerging trends than the tech itself. Tying your tech story into the zeitgeist, that’s where tech companies become indelible.

Here at Avaans, we write a lot about purpose, what it is and why it’s important to fast-growing companies. Even though we are a boutique firm, we have guiding principles as well.

That’s because not only does a clear purpose give the company and the brand extra internal fortitude, but it allows consumers to connect with your storytelling on a deeper level.

Regardless of stage of growth, having purpose is the path to longevity and a connected customer base. It’s also a great launching pad for purpose-driven PR.

Digging deep to find these stories may take some time and candor about corporate culture – but these are the stories that stick. These are the stories that create memorable brands. You can’t start telling this story too early.

 

What Makes a Great Tech Story Today?

Every story needs to be:
Relevant
Inevitable
Believable
Simple

As you look at these components, you may think about how your technology fits into these buckets; resist that urge for a moment.

The first two are the lowest hanging fruit, the last two can take years. Take, for example, Salesforce. When they wanted to grow, they made a simple but audacious claim: the end of software. Establishing relevance and the inevitability of tomorrow’s cloud-based world were the simple parts. Notice how they made that claim about the user, the client, not themselves, and it was simple. The stories about how this changes business and the world are immeasurable. But, Caryn Marooney who worked with Salesforce during those early days says “it still took us years to establish true believability,”.

Set your expectations accordingly. Expect to get two to three of those messages across in the early stages. As you grow, as you show more credibility, and as trust between your company and the media increases, “Believeable” will come. Trust isn’t something manufactured in a boardroom, trust is earned.

Today, Salesforce continues to tell stories relevant to their customers and the media that aren’t about technology. Salesforce recently claimed that the “Salesforce economy will create 9.3 million jobs and $1.6 trillion in new business revenues.” The white paper is chock full of bite-sized data that an entire story can be built around the new economy, what this means in today’s labor shortage, the threads are endless and the study gives legs to talking points that can last a year.

 

The Case for Tech Storytelling Over Trade Shows

Let’s be clear – we’re big fans of tech tradeshows and conferences. Many a product has gotten media from its standout strategies at CES for example. But the coverage around CES, like any tradeshow, is diluted and noisy. Reporters at conferences are looking for clickable headlines: they want big dollars, ticker symbols, known brands.  At tech trade shows you need to stand out with remarkable, word-of-mouth activations, to give extra lift to your story – or you’ll probably share the story with 1 or 2 competitors. Sure, a trade show can give you a lift, and it can be an excellent place to connect with the media – but you simply can not rely on a trade show to do all the heavy lifting. We so often see companies make a trade show their launch or the key message for an inordinate amount of time. The fact is, trade shows give a temporary boost, but great tech storytelling goes on for decades. 

Here’s more good news: the more simple your key message, the longer your tech storytelling will last. Counter-intuitively, simple messages last longer and provide more room for interpretation.

 

A colleague of mine once asked “Why does everyone want to go viral (with their content), I want to go cancer with my content, I want it to last a long time and fight to stay,” Tech storytelling is the same, tapping into current media trends and the mindset of the customer. Core values, Purpose, a solid mission, and knowing your next 3 steps will ensure your tech story starts out great. 

If you’re looking for a tech PR agency that goes the distance with you to find the great tech stories of today and tomorrow, then drop us a note, we’d love to dig deep with you too.

 

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