For new technology it is important to be accepted by the expert community and opinion leaders. With this purpose in view, publications in scientific, expert and market related journals are used. These publications give start for beginning professional discussions of the suggested technology and forming the initial circle of scientists and experts loyal to this technology. Their feedback will provide the basis for confirming the fact that the solutions suggested by the start-up are urgent, realistic and promising.
It has to be noted that in solving this marketing problem special market and business publications, as well as special Internet media, have more influence than scientific journals.
For example, for IT development one can use Habrahabr (both Russian and English sites) which forms IT community of specialists of all levels. To describe the introduction of concrete innovations in companies one can use VC.ru, Inc. Russia and rb.ru
in Russia and TechCrunch in Europe.
The Expert and Forbes magazines as well as their websites are also in demand.
Depending on the selected development strategy, it is necessary to take into account the language and the geography of publications. Obviously, for promoting to the international market publications should be placed in the European or the US Forbes, rather than in the Russian version of these magazines.
However, the publications themselves are only half the work. It is also needed to organize their expert discussions, to answer comments promptly and professionally. The more active web users are in their comments on and reposts of an article, the broader audience it will acquire.
Besides, this can be used for getting feedback about the application risks of the suggested technology on the market, since the start-up often underestimates the competitors' solutions or is unaware of them. The users offering comments on published articles are a valuable source of information.
For an investor, both an individual and a fund, the presence of publications and a formed professional community around a new technology is an indirect confirmation of the demand for and prospects of this technology and products based on it.