The UK is a hub of technological innovation, with a third of Europe’s fastest growing tech firms based here. Increasing brand awareness and securing earned media coverage is key for many growing technology companies. But as anyone that has experience in technology PR will tell you, it’s not just about earning a spot on Tech Crunch Europe or The Register.
In this blog, we’ll share our top PR tips if you’re running a high tech public relations campaign; whether you’re an established business or a growing start-up.
- Build relationships with industry analysts
Analyst houses such as Forrester Research, Gartner and Omdia track markets and have the power to influence. The job of an analyst is to ensure that they are consistently researching your industry and will have key focus areas and a specific skills set. With this in mind, it’s important to treat an analyst as you would a journalist. Schedule regular catch ups with them and send them any relevant company news that covers their space. The same can be said for tech evangelists who also have the ability to influence and mobilise your target market.
- Create a bank of customer stories
Foster a culture in your organisation that really celebrates your customer successes and allows them to be a part of your story. Encourage client managers to be proactive in asking whether a happy customer would be willing to be involved in a PR activity; whether that’s a quick news release or a longer form case study for your website and marketing materials. Your technology PR agency will be able to leverage a successful client story and case study in multiple ways, so this action will really pay off.
Also, your customer’s will do a far better job of singing your praises than you championing your own prowess. So create brand advocates of your customers and have a bank of them ready in your PR armoury!
- Create white papers
Think white papers are old hat? Think again. A white paper is a platform for you to address the particular problems that your product solves, and sets the scene for why the industry needs it. There’s lots of value in doing this from a PR perspective; from hosting it as a downloadable guide on your website to generate leads for your sales team, to staff posting it as social media content, further bolstered by a LinkedIn sponsored content campaign, perhaps? Offer it to your key analysts and evangelists to build upon your relationship, and in press packs. Finally, your technology PR agency can also use it as viewpoint material to gain you media coverage.
- Run a roundtable event
Take your white paper further by using it as the basis of a roundtable discussion. Invite industry influencers along as well as other companies that operate in parallel industries that can also add to the discussion. Finally, invite key technology journalists along to both contribute to the discussion and report on it afterwards.
Even though current global events have put a stop to physical meetings, there is no reason why this can’t be held as a virtual meeting. However, our top tip would be that it’s even more important to have someone independent moderate the conversation and ensure that everyone gets an equal share of voice.
- Think outside the box
Has a team discussion raised an interesting industry trend that not many others would know about? Has someone in your sales team just heard an interesting anecdote that a journalist may be interested in?
Keep your tech PR team front of mind and discuss these things with them when you have regular catch ups. Your tech PR agency are always thinking outside of the box when it comes to pitching interesting stories from within your organisation to the media.
 Tech Nation – 10 June 2019 https://technation.io/news/uks-digital-tech-sector-has-created-one-tech-unicorn-a-month-for-last-year/