By Laurie Riedman and Suzette Norris

The Federal Communications Commission?s ?it?s all about mobile? recent comment brought to mind an observation made by a mobile company executive who has been in the industry for more than a decade.
?Figures? now that we?ve got legitimate news to share it?s nearly impossible to be heard,? the marketing VP quipped. ?It feels a bit like Who-ville with everyone shouting ?We are here, we are here.??
The noise out there is mounting, but there are firms winning the mindshare battle every day.

Take a look at the news coverage recently garnered by Pinch Media, a New York-based mobile analytics firm which launched last year. This fall it offered up some surprising facts about iPhone downloads ? and wow, did the media sit up and take notice.

So it is possible to be heard above all the din, but mobile companies need to move beyond conventional public relations tactics. In other words, it is not good enough just to ?shout? ? you have got to shout smart.

Some ammo needed for winning the mindshare battle:

? Understand the difference between ?news? and marketing. Take the time to articulate your messages and back them with good writing.

If you go outside for help, make sure you hire a PR firm or consultant that knows the mobile ecosystem. The folks covering the industry want facts ? not hype ? about how your company or your clients are using mobile technology to reach their customers and consumers.

? Offer insight. Be willing to make predictions about the direction of the industry based on data or on your expertise.

Convince the media you are trying to add value to what they do ? not simply sell a product or service. One way to do this is to suggest other relevant ?experts? in the industry. Build an ongoing relationship with editors, bloggers and analysts by becoming a worthwhile resource for them.

? Give your press releases a voice. News releases are an effective tool for organizing and telling a story but they need to be backed with good outreach.

Target an audience for your news and go after it with customized pitches for each target.

? Content is king. Create community by sharing resources, information or opinion on your own Web site or via any number of social media sites.

? Participate in ?the conversation? on influential blogs and online publications by commenting on news events and trends in the mobile industry.

The growth of mobile technology is opening up untold opportunity for innovative digital marketers. Smart PR can establish, nurture and promote relationships with the media, analysts and other industry watchers that will help your voice and your message be heard above the rest.

Laurie Riedman and Suzette Norris are independent public relations consultants specializing in mobile PR. Their joint site is at http://partnersinpr.typepad.com. Ms. Riedman is principal of Riedman Communications, Canandaigua, NY. Reach her at . Ms. Norris is principal of Prospero Communications, Canandaigua, NY. Reach her at