Having a PR strategy is essential when launching new products or services, attracting an audience, and driving awareness for your brand. It’s about getting the right messages to the right audiences, in the most effective way.
For tech companies, it’s all about demonstrating innovation to your audience and making sure you stay one step ahead of competitors. In a connected, constantly evolving world, effective communication is key to helping your brand stand out and this is what PR can do.
Choosing the right PR agency to represent your business is a difficult one, but there are unique skills and knowledge a specialist technology PR agency can offer that a non-niche agency cannot. As well as an understanding of technical terms and jargon, a specialist tech PR firm will know your market and the right way to get your messages across to your audience.
Find the right messages
In the technology industry, some companies struggle to communicate their product or service without using industry jargon that not a lot of people will understand. Customers then don’t understand how that product meets their needs. A good specialist tech PR agency, however, can translate that language into a powerful, meaningful message that will attract prospective customers. Put simply, they will understand you and what you do.
Reaching your customers
Because specialist tech PR companies keep up with the fast-paced changes in the tech world, they know where your target audience is based and understand the best ways to reach them. This is likely to be through a combination of traditional media, blogging, social media, web development, digital marketing, and marketing communications.
Building company profile
Attracting media attention is important for startups or tech companies who might have a new product or service launching – you’ll want to create a buzz around this beforehand. Working with a tech PR agency, you’ll benefit from their bank of connections and contacts at trade publications, news sources, and media sites that appeal to your audiences and can earn some great exposure for you.
Stay ahead of competitors
As mentioned above, specialist tech PR has an up to date, expert understanding of the markets you’re in – including an understanding of competitors and what kinds of media coverage they are achieving. It’s always better to have someone else shout about you rather than you doing it yourself, and positive reviews from the media will help establish you as a leader in your market. A solid PR strategy can separate you from your competition and raise awareness about your company, products, and services.
Gain credibility
For a lot of tech companies, thought leadership will be the activity that brings the most results. 70% of consumers prefer getting to know a company via articles rather than ads, according to the Content Marketing Institute. Customers want to know your thoughts and opinions on industry issues. A thought leadership tech PR campaign will typically involve writing blogs or articles, perhaps on how technology can solve real-world issues. This style of tech PR can help form trusted and well-respected opinions and build credibility for your brand and products.
Encourage investment
While a sound PR campaign can grab the attention of tech industry publications and get your name out there, that’s not the only way a tech PR agency can help your company thrive. For companies of all sizes, good publicity is a powerful sales tactic, especially when it comes to attracting the attention of potential investors.
Reputation
In a world where we rely so heavily on telecoms and where manufacturing can be hit by the slightest downturn in the economy, these sectors are naturally susceptible to difficult situations and negative press. Crisis management from a specialist tech PR agency will handle all sorts of existing or potential issues. Protecting the reputation of your business is the main goal – but also having plans in place so that should an issue arise everyone is ready to tackle it.
Final Words
At the heart of all comms activity from specialist tech PR agencies is the knowledge of the unique challenges businesses of all sizes, from start-ups to major corporates, face in this fast-changing landscape. They not only know how to grow and manage the reputation of your brand, but they also have an in-depth understanding of current technology trends. When it comes to approaching PR, hiring a specialist tech agency is definitely the way to go to make the most impact.
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