Getting Started with Tech PR

Getting Started with Tech PR

In today’s world technology rules.  It permeates almost every aspect of life as we know it.  In the technology industry, it’s necessary to not just create a great product or service but to sell it in a purposeful and relational manner.   The power of your customer’s perception can be the tipping point between success and failure.  Whether you are a startup or a tech giant, with the right public relations (PR) strategy, you control the narrative and develop your brand’s image.

Why PR matters?

In the tech industry, things change at lightning speed.  As a result, we are always bombarded with the next “pretty thing”.  This creates a challenge for companies trying to gain traction with their products and services, new or existing.  This is the pivot point for a strong PR campaign, tapping all the key resources – media outlets, influences, and industry experts to help you stand out in the crowd and reach your target audience.  Having a proactive approach to managing your brand, its image, and your response to negative publicity are key factors in bringing your strategy to a successful promotion of your tech over your competitors.

Keys to Getting Started

First and foremost, you can’t just jump in with both feet, willy-nilly.  It is critical to have a plan.  It should clearly define your product or service, have goals for the public relations strategy, identify your target audience and key messages, and outline the action steps you and your team will take to promote your company.

Concurrently, you need to identify and begin to build a network.  Identify the journalists, influencers, and experts that you need to get in front of and define your strategy for doing just that.  Attend industry events, follow them (and interact) on their social media, and make personalized contacts with each one.  Sitting on your laurels will get you nowhere fast, so be proactive.  Don’t wait for them to come to you and don’t accept “no” (or indifference) for an answer.  Strike a perfect balance between making contacts in a legitimate and respectful way, while being slightly pushy.

Messaging matters here.  Create a sense of urgency for your product or services and show how it can be the answer to a universal problem or goal for consumers, including these contacts. Share news around your field, telling the compelling story of your company and product development in your messaging.  Show initiative and desire to share the tech you are marketing, and you will increase the likelihood of getting noticed and supported. Stay up to date with the marketing and public relations trends in your area of technology and adjust your plan, strategies, and action steps accordingly.  Stagnation will kill momentum so keep it going so you stay relevant and keep your competitive edge as the landscape shifts.

Finally, make good use of data analytics to ensure that your approach is the right one for your tech.  Assess what is working well, what is not, and adjust each as needed.  Evaluate what your competitors are also doing and what is or isn’t working for them as well, to provide additional insights that can inform your approach.

Outsourcing as an Option

There are several do-it-yourself (DIY) PR platforms that can assist tech companies with their PR efforts. Some of the popular ones include:

    • Cision: Cision offers a DIY PR platform that allows you to create, distribute, and track your press releases, as well as manage your media contacts and track coverage.

    • Muck Rack: Muck Rack is a PR platform that provides a comprehensive suite of tools to help you find journalists, build media lists, and distribute press releases.

    • is a PR platform that helps you find journalists and send personalized pitches to them through email. It also provides reporting and analytics to help you track the success of your PR campaigns.

    • PR Newswire: PR Newswire is a well-established PR distribution service that offers a DIY platform for businesses to create, distribute, and track their press releases.

    • Help a Reporter Out (HARO): HARO is a platform that connects journalists with sources for their stories. As a tech company, you can sign up to receive daily emails from journalists looking for experts to quote in their articles and respond with relevant information and insights.

These DIY PR platforms can be a cost-effective way for tech companies to manage their PR efforts and reach out to journalists and media outlets. However, it’s important to remember that PR is a complex field, and a DIY approach may not be as effective as working with a professional PR firm.

There are many companies out there that provide public relations consultation and services.  The key is to be choosy and discriminating.  Shop their services with a critical lens to ensure a tailored approach that addresses your needs and not the other way around.

When choosing a tech PR provider, put the following attributes on your checklist.

    • A deep understanding of the technology industry and the media landscape

    • Experience in crafting compelling messages and stories to resonate with media outlets and target audiences.  Talk to some of their clients for more feedback.

    • Strong relationships with key contacts, journalists, and influences in your field.

    • A data-driven approach, leveraging the metrics and analytics to help measure and drive the success of your efforts.

    • A commitment to providing high-quality, personalized service, and a strong track record of client satisfaction.

If you are interested in more information about outsourcing your public relations and marketing, reach out to Klik Digital!

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