Tech PR in 2023 – what is it, what it means, what does it do and do you need it for your company?
If you follow our PR team on social media, you’ll see that we spend a lot of time traveling to events and client meetings.
We visit a variety of exciting events throughout the city and network with entrepreneurs and professionals from various (business) backgrounds. One topic came up more than any other during the normal networking chat: what precisely is tech PR? Because we live and breathe communications, we assume that everyone is as well-versed in the jargon as we are. If you’re not sure, or need a refresher, stay reading: we’ll try to nail down the elusive beast that is tech PR…
What is Tech PR?
Tech PR, short for Technology Public Relations, is a specific discipline within the broader field of public relations. It primarily focuses on helping technology companies gain exposure, manage their reputation, and communicate effectively with their target audience. Unlike traditional PR, Tech PR requires an in-depth understanding of technology, trends, and the complexities of the tech market.
For instance, think of a new tech startup launching an AI product. This product, while innovative, may seem intimidating or too complex for the average consumer. Tech PR can help to translate this complexity into digestible information, creating a positive image for the product and, consequently, the company.
Defining tech public relations
Before we attempt to describe tech PR, let’s first define ‘PR’.
PR (short for ‘public relations’) is the process of informing stakeholders about a business or organization. During this process, you also urge customers to build favorable perceptions about your brand or organization. The term’stakeholders’ can refer to the general public, prospective consumers, investors, employees, partners, and anybody else who may be impacted by the organization.
This is accomplished by building favorable relationships with whichever types of media your target audience prefers. This is usually in newspapers, periodicals, blogs, or broadcast media for businesses.
Essentially, public relations is the use of the media to build a positive reputation for yourself or your organization. This is where public relations differentiates from marketing and other forms of communication. In these areas, you tell customers about your benefits; in public relations, the media does it for you.
Businesses, organizations, institutions, public figures, government, non-profit organizations, and others can all benefit from public relations. While some businesses seek to handle their own public relations, it is a specialized subject. If you have a good news story, you can get some wonderful coverage, but it is usually easier (and more successful) to utilize a professional agency.
So we’ve nailed the ‘PR’ part. The technique of leveraging the media to establish positive reputations for technology and digital enterprises is referred to as “tech PR.”
Why do tech companies require public relations? In addition to basic reputation management, tech organizations can utilize public relations to solve a variety of tech-specific difficulties. For instance, conveying innovation to stakeholders, attracting top people, and gaining investment or award victories are all examples.
There are numerous sorts of technology public relations. Here’s a rundown of what they are and when you might utilize them…
Tech PR News and Press Releases
If you’re an entrepreneur looking to try your hand at tech PR for your company, this could be the easiest way to get started. If you have a newsworthy story, there is nothing prohibiting you from submitting it to your preferred newspapers in order to acquire exposure.
However, there is one key caveat: it must be genuine news. Yes, BBC News may be interested in your story if you’ve produced a new piece of technology that will actually enhance people’s lives. They are unlikely to care if you have hired new employees or expanded your office. That could, however, be the perfect story for your local business news section, which is still a highly significant media outlet if you’re looking to boost your profile in your community. Simply said, don’t waste anyone’s time.
If you’re certain you have a noteworthy news story, you’ll need a killer press release to get the ball rolling. This should be engaging, informative, and succinct. And don’t be shy about putting the most vital information in the introduction.
Do you require additional information? We enjoy the Guardian Small Business Network’s instructions on how to draft a successful press release.
Outreach to bloggers and influencers
While’social media influencers’ are frequently mocked in popular culture, they may be an extremely significant asset when it comes to expressing your brand’s narrative. To be clear, a ‘influencer‘ is someone…
Brands engage with 10,000+ followers to help market their products/services/messages.
Who provides product knowledge with them Who is an expert in their field
Though not ‘celebrities’ in the traditional sense, social media influencers and bloggers are extremely popular (particularly among younger viewers) and have significant selling power.
Influencer outreach is a newer PR specialty. Collaboration with vloggers, bloggers, or social media personalities to promote your brand to their audience is required. Obviously, this is only worthwhile if the followers of an influencer are also your target clients. A good tech PR influencer outreach effort, for example, can involve collaborating with bloggers that evaluate applications or digital items, as well as any professionals in your industry.
It should be noted that some influencers would charge a fee for collaborative chances. However, strong standards are in place to guarantee that only products that are well-suited to their platform are shown.
The big question is, does it work? Yes, it does. According to Nielsen research, the ROI on influencer outreach is 11 times higher than traditional marketing tactics.
For additional information, read our comprehensive guide to working with influencers.
Public relations crisis management
This is a highly specialized area of public relations that is often handled only by experienced specialists.
As the name implies, crisis management is a sort of public relations practiced to try to mitigate the impact of a terrible incident. A ‘crisis’ is defined as anything that has the potential to have a significant impact on a business, such as legal concerns, supply issues, product faults, redundancies, blunders, malfeasance, and other scandals.
High-quality crisis management is proactive rather than reactive; it entails developing a strategy before anything goes wrong. Only larger companies typically require crisis management public relations. However, technology companies are not immune to scandal. Crisis management may be an important aspect of any tech PR strategy, depending on the size of your company and the nature of your industry. For more details, consult PR Week’s crisis management guide.
Innovative thinking
For many tech companies, thought leadership will be the most effective PR strategy.
Thought leaders are the business world’s ‘influencers’: they are experts in their subject, their ideas are regarded and respected, and they have a huge network of connections. Thought leadership isn’t just for the Richard Bransons and Mark Zuckerbergs of the world: anyone with something interesting to say can do it.
A thought leadership tech PR campaign will typically involve the creation of feature pieces that explore how technology may solve a real-world problem. If you’re a confident writer, you can create these articles yourself, or your PR team can ghostwrite them for you.
Many, but not all, industry and trade magazines will offer high-quality thought leadership stories that are relevant to the news agenda. However, different publications may have different requirements, and this type of tech PR does rely on strong existing relationships with the media. Again, you can do this on your own, but you will have far more success if you work with a specialized tech PR agency.
Communication inside the organization
This is an often-overlooked discipline. We understand why: it isn’t outward-facing like other tech PR strategies. It is concerned with internally communicating your brand’s message and values to your team. When funds are limited, this may appear to be less vital than expressing your message to potential customers through the media. However, we believe this is a pity.
Internal communications is one of the most beneficial investments your company can make if done right. Once your employees have fully internalized your company’s values, they can be your most zealous brand champions. Employees are the ones who deliver your products and services and connect with your consumers face to face. It is them who must be well-informed and have a favorable opinion of your brand.
Although this may appear to be more of an HR issue, regular communication channels do play a part here. Social media may position your company as a vibrant and community-driven place to work, and an email newsletter can keep employees up to date on corporate happenings. To communicate more effectively with their teams, several larger organizations even have their own internal newspapers or blogs. Whatever you choose, make sure it’s real and appropriate for your team.
Broadcast
Don’t be frightened off by the difference media type: broadcast PR works in the same way as traditional news outreach.
Because TV spots are highly sought after, you’ll need to have a really compelling news item to make the cut. It also helps, unsurprisingly, if your tech company has a great visual angle. It will help if your company has a compelling or emotional’story’ for both TV and radio. Even better if you have any case studies or consumers willing to go on camera.
When working with television or radio teams, keep in mind that they will have strict deadlines, especially for live programs. Be well prepared before making contact, and don’t waste time. Wasting a journalist’s time can jeopardize your chances of future media appearances.
Communication integration
This isn’t so much a ‘kind’ of tech PR as it is an approach to it. This is an excellent place to start when defining integrated communications:
The premise of Integrated Marketing Communications is straightforward. It makes certain that all types of communications and messages are carefully linked together.
At its most basic, Integrated Marketing Communications, or IMC, as we'll refer to it, implies combining all promotional instruments so that they work in tandem...All of these communication tools perform better when used in tandem rather than separately. Their whole is greater than the sum of their parts if they communicate consistently with one voice all of the time, every time.Using tech PR as part of a comprehensive strategy to promote your business is what integrated communications is all about. It should include a superb website, engaging social media, and targeted email marketing, in addition to one or more types of PR effort.
The more easily you can link your channels, we believe, the better. Every corporate communication, no matter how minor, should be entirely on-brand. Check out our blog post about ignored integrated comms channels for a comprehensive guide to integrated comms.
In today’s digital age, it’s not enough for businesses to simply have an online presence. They must also know how to position themselves in the ever-evolving tech industry strategically. This is where Tech PR comes into play. But you might be asking, “What is Tech PR?” No worries, we’ve got you covered. This beginner’s guide aims to shed light on this crucial concept and how it can reshape your business strategy.
The Importance of Tech PR
Why does Tech PR matter in today’s business landscape? Technology is evolving at a breakneck pace, with new advancements and innovations appearing almost daily. Tech PR serves as the bridge between these cutting-edge tech businesses and their potential consumers.
Increased Visibility
Tech PR is pivotal in creating visibility for technology-based companies. By effectively communicating your brand’s value proposition and differentiating it from competitors, you can increase your visibility in the market, driving brand awareness and attracting new customers.
Enhancing Reputation
Reputation management is a critical aspect of Tech PR. This includes managing crisis communications, dealing with negative press, and positioning your company as an industry leader. Good reputation, in turn, boosts trust and credibility among consumers.
Engaging Target Audience
Tech PR is not just about broadcasting messages. It’s about creating a dialogue with your target audience. Engaging communication strategies can help you understand and respond to your audience’s needs, fostering a strong, loyal customer base.
Key Elements of Tech PR
Here’s where we get into the nitty-gritty of Tech PR. Each element is crucial in crafting a well-rounded and effective Tech PR strategy.
Press Releases
Press releases remain a cornerstone of any PR strategy, including Tech PR. These official statements provide information on your company’s latest news, products, or achievements, aiming to attract media attention and reach potential customers.
Media Relations
Media relations involve building relationships with journalists, bloggers, influencers, and other relevant media personnel. This network can help amplify your message, gaining wider exposure and credibility.
Content Creation
Creating engaging, informative content is a great way to attract and retain customers. This could range from blog posts and whitepapers to explainer videos and webinars. The key is to provide value to your audience, positioning your brand as a thought leader in the tech industry.
Social Media Management
In the digital era, social media can’t be ignored. An effective Tech PR strategy includes managing and leveraging various social media platforms to interact with your audience, share news, and promote your content.
SEO Optimization
SEO, or Search Engine Optimization, ensures that your online content is easily discoverable by search engines. Incorporating SEO in your Tech PR strategy can improve your visibility, driving more traffic to your website and increasing the chances of lead generation.
Tech PR in Action: A Real-World Example
Let’s look at a real-world example to understand the power of Tech PR better. Consider Tesla, Inc., an American electric vehicle and clean energy company. Its CEO, Elon Musk, has effectively used Tech PR to promote the brand’s products and its mission to accelerate the world’s transition to sustainable energy.
Tesla’s no-advertising policy is well-known. Instead, they rely on press releases, social media engagement, and public appearances by Musk. These tactics have kept Tesla in the public eye, building a strong brand image despite controversies and crises.
A Tech PR Strategy that Works: Key Takeaways
To create a successful Tech PR strategy, remember these key takeaways:
- Understand your audience: Knowing your target audience’s needs, interests, and concerns is crucial in crafting effective messages.
- Be proactive: Don’t wait for news to happen. Create it. Regularly produce newsworthy content to maintain visibility and engagement.
- Foster media relationships: Cultivate positive relationships with the media. They can amplify your message and enhance your credibility.
- Embrace social media: Use social media platforms to reach your audience directly and build a community around your brand.
Final Thoughts
If there were a Tech PR superhero, it would be called “The Decoder.” Why? Because decoding complex tech lingo into easily understandable language is the superpower you need in the tech world! Jokes aside, remember that Tech PR is a dynamic, multifaceted discipline that requires careful strategy, strong communication skills, and an in-depth understanding of the tech industry. With these tools, you can effectively navigate the tech landscape, bringing your brand’s story to life and leaving a lasting impact on your audience.
Remember, in the tech industry, the difference between being a fleeting trend and becoming an enduring brand can come down to one thing: effective Tech PR.