Roscommon Systems
From zero media presence to 160+ website placements, boosting SEO and visibility, including brand mentions in IT Brief Australia, FutureFive, eCommercenews, CFO Tech and Security Brief NZ.
My Role
Developing a PR strategy, writing and distributing press releases for a product launch
About
Roscommon Systems is an Australian tech startup that develops AI-powered screen reader for blind users
Challenges
Brand messaging are filled with tech jargons. No PR system or access to premium PR tools. Limited case studies as an early-stage start-ups. All on top of a limited budget.
Solution #1
To solve this problem, I first defined the brand's unique selling point: technology that empowers low-vision users, not confuses them. This frames the product around real-world impact.
I simplified tech jargons into clear, concise, yet inclusive language. An authoritative tone and research data position the company as a serious tech brand.
Solution #2
Strategic PR distribution:
I made a curated list of PR distribution platforms and target them based on reach, credibility and cost efficiency.
I optimised ROI by prioritising affordable sites with large volume distribution.
Solution #3
Targeted outreach:
Rather than limiting to general newswires with low SEO values, I also reached out to newsroom editors and niche industry news outlet in Australia. I pitched them the story, framing it in a relevant context. I also reformatted and revised it to meet the sites' editorial requirements. This builds credibility and long-term partnership.
Process Snapshots
Strategic Outreach to PR publications
Referring Domains (Semrush report)
Backlinks (Semrush report)
