PR is the strategic communications practice that companies use to manage their reputation, build relationships with audiences (including customers, investors, media, industry influencers and so on) and communicate their messages effectively. PR is critical to shaping public perception, generating media coverage and building a positive brand image.
What is technology PR and what are its purposes?
Technology PR is PR for technology-driven companies or startups selling a product, platform or service. It is a very dynamic area, with innovation evolving at a very fast pace and the startup ecosystem growing rapidly. Every day we see news of new companies getting funded or launching new products.
Unlike other industries, technology PR requires attention and effort. Any communications professional working with a startup or technology company needs to have a very good understanding of what the company’s core business is.
For example, communications professionals need to be familiar with terms such as AI, machine learning, data, SaaS, marketplaces, platforms and so on, and then translate the lingo for the target audience, which in most cases is a B2B brand. This is not an easy job, but a good PR specialist will know how to do it.
Technology PR serves several important purposes for companies and start-ups:
1. Media Relations: A technology PR agency works to build strong relationships with journalists and media outlets, pitching story ideas, arranging interviews, and securing media coverage for the company. This helps raise awareness, increase visibility, and shape the narrative surrounding the company’s products, services, and achievements.
2. Branding and messaging: PR helps tech companies and startups develop a strong brand identity by crafting compelling narratives and key messages. PR professionals work closely with the company’s leadership to articulate the company’s mission, values, and unique selling propositions, ensuring consistency in all communication efforts.
3. Crisis management: In the event of negative incidents, PR teams play a critical role in managing crises and mitigating potential damage to the company’s reputation. They develop strategies to address and respond to issues promptly, transparently, and effectively, minimizing negative impact and preserving public trust.
4. Thought Leadership: PR can position key executives and experts within the company as thought leaders in their respective industries. This involves securing speaking engagements at conferences, contributing articles to industry publications, and leveraging various platforms to establish the company’s expertise, credibility, and influence.
5. Product launches and announcements: Tech PR professionals coordinate the communication and promotion of new products, features, or major company announcements, like funding rounds. They develop comprehensive launch strategies, engage with the media, and leverage various channels to generate excitement, coverage, and positive reception for the company’s offerings.
6. Community and stakeholder engagement: PR encompasses building and nurturing relationships with various stakeholders, including customers, employees, investors, and industry partners. This involves managing community engagement programs, organizing events, and maintaining open lines of communication to foster trust, loyalty, and support.
Technology PR for companies and startups is about effectively managing public perception, fostering positive relationships and driving awareness and engagement. It helps these organisations navigate the complex media landscape, builds credibility and ultimately contributes to their long-term success.
Whether you’re a tech startup founder or a marketing manager at a technology company in need of a fresh approach, get in touch and let’s work together.
We can help you with:
☑ product launches, funding rounds announcements;
☑ internal communications;
☑ thought leadership content and other PR-related services.
☑ media coverage;
☑ media relations;
☑ storytelling and messaging;