6 steps to strengthening your tech PR strategy

6 steps to strengthening your tech PR strategy

In the ever-evolving landscape of technology, where innovation happens rapidly, an effective public relations strategy can make all the difference between your tech company being a well-kept secret and a renowned industry leader.

As an agency who have experience with a wealth of tech clients, we’ve pulled together the key learnings to take forward in your tech PR strategy:

Online reputation management (ORM) is now a necessity 

The adage of today’s news is tomorrow’s chip paper couldn’t be further from the truth. While the nature of rolling news means that stories and agendas change daily, the digital nature of content consumption means that stories, and reputations, can now exist in a state of permanency. 

With ORM businesses can explore a breadth of channels and outlets, from things like Glassdoor and Facebook, to Reddit, online forums and comment sections of news articles. This paints a picture of your entire online reputation and how your brand is perceived.   

Sometimes, aspects of this might be difficult to read, but it’s important to know, nonetheless.  

From a brand-building standpoint, how can you improve if you don’t know what people are saying about you and your business? You need to know the issues, to fix them.  

Additionally, for tech outfits going through the scale-up and investment journey, this process brings with it inevitable deep dives and background checks from the investing party. ORM can be a tremendous asset in these circumstances, as it can help you take stock of what is out there, ensuring that nothing comes at you by surprise. 

Don’t disregard internal comms

Having robust stakeholder management and communications strategies is a must for a tech business.  

You must think about your teams. For example, a merger and acquisition can be an exhilarating period, for those involved in the process. But for those not involved, it can throw up a lot of unknowns.  

There may be concerns about roles and responsibilities, pay grades and all kinds of Transfer of Undertakings (Protection of Employment) Regulations (TUPE)-related matters. This may lead to concern, consternation and even a backlash, which may affect your investment status.

Your teams have helped you get to where you are so remember to take them on the journey with you.

Make brand awareness a priority

One of the most important things a fledgling tech business needs is awareness.  You might have the greatest proposition, but if your products and messaging aren’t reaching the right people, then there can be no growth.  

It’s important to note, that ‘brand awareness’ is an outcome, rather than an input. Brand awareness should be used as an overarching strategy, with supporting tactics implemented to increase awareness.  

From a tactical level, the scope for implementation is broad. Brand awareness can include social media activity, SEO and backlink building, and content marketing. It should also include aspects of more traditional media activity, particularly for businesses entering sectors and verticals where there is existing competition with a strong media share of voice. 

Monitor your ‘share of voice’

Share of voice is a measure of how much your business is being talked about relative to that of your competition. 

In a media setting, your share of voice would be the percentage of coverage you gain over say, a 12-month period.  Improving your share of voice increases your brand awareness within that sector. An increase in coverage, with a positive sentiment, can greatly increase your brand awareness and brand value.  

But the sentiment is important.  Share of voice is a measure of volume, but you should also factor in quality. A business can have a massive share of the coverage, but if it’s all-around crises and negativity, your share of voice could be doing more harm than good.   

Share of voice exercises are hugely valuable, particularly for businesses entering new markets. But it should not be used exclusively for this, any business can benefit from regular share of voice exercises.  

Don’t idle

The tech landscape is an ultra-competitive one and it now touches every sector.  The tech space is now filled with hungry start-ups and scale-ups. 

Just because you’ve reached the pinnacle doesn’t mean you should stop, or become complacent when it comes to matters of PR. If anything, it means you need to double down on your PR efforts. Because no one wants to be a ‘former’ market leader.  

For sector leaders, complacency in failing to maintain your brand position can diminish your status as a market leader.  So keep your foot on the gas.  

Prepare for crises

Crisis management and crisis preparedness are so important for tech sector businesses.  

A crisis can stop a start-up in its tracks, bring a scale-up journey to a grinding halt and chip away at the reputation of a leading organisation and eat away at hard-earned trust. 

ORM can be used as a very effective tool to monitor what outside threats may exist to your business. But you need to build open operational structures within your business, to highlight and bring forward any potential crises. Think of it as a triage system. If an error, issue or mistake happens operationally, don’t try to bury it, handle it.  

How you handle crises can have serious knock-on effects on your business moving forward. An ignored, or badly met issue, can severely deplete your brand value and trust. Even when you can anticipate a crisis’ arrival, it can unfold at speed. Therefore you need experienced hands to help you navigate when the waters become stormy.  

 

If you need further help with your tech PR, don’t hesitate to get in touch with us and speak to our experts.