What Is Technology PR? [Explained]

Worth $5.3 trillion, the technology industry is currently the fourth-biggest industry in the world. It is also the one sector that constantly continues to evolve, introducing new products and services, most notably AI.

To no one’s surprise, competition within the industry is very tough, and one must be at the very top of their game, in order to stand a chance of contesting the established companies.

For good or bad, this can not be achieved by solely relying on the greatness of the developed product/service. A lot of marketing and advertising efforts are required and are an important part of what is known as technology PR.

What Is Technology PR?

PR for technology is the process of developing your tech brand and making it recognizable, successful, and trustworthy. 

This involves delving into various business initiatives, getting brand exposure, developing brand salience, creating content, growing social media channels, communicating with media, and a lot more.

What Does a Technology PR Agency Do?

Successful tech PR includes many aspects. Here are some of the main ones that a technology PR agency should take care of:

  1. Strategic Counselling
  2. Crisis Management
  3. Media Training
  4. Media Relationships
  5. Content Creation
  6. Social Media
  7. Competitor Analysis
  8. Event Planning
  9. Thought Leadership
  10. Influencer Collaborations

4 Tips for Successful Tech PR

  1. Focus on press releases and news
  2. Reaching out to influencers and niche bloggers
  3. Start a thought leadership campaign
  4. Keep up with the trends

1. Focus on Press Releases and News

One of the easiest ways to get started with PR for technology companies is by obtaining some media attention. To do that, you have to write and send press releases, and share newsworthy information that could be of interest to journalists.

Keep in mind that you need to genuinely have real news to share, like groundbreaking new technology that you recently introduced. Otherwise, the media will not only be uninterested by what you are sharing, but you also risk being blacklisted, especially if you waste their time too often.

If you do have a relevant news story to share, the best approach is to write a captivating press release. In simple words, a press release is an official statement, which you send to members of the media.

For your press release to be successful, you need to make it interesting, short, and straightforward, and start with the most important information.

Avoid cluttering your text with unnecessary details and info that do not add value to your main talking points. Remember: the journalists that will be reading your press release often skim read, and only look for the main message of your writing.

2. Reaching Out to Influencers and Niche Bloggers

Do not underestimate the power of social media influencers. They have thousands of loyal followers and can direct a lot of meaningful brand engagement your way.

It is pretty much the same with niche bloggers who are experts in their field, and many people trust their recommendations.

Now, the idea is not just to start contacting random influencers and bloggers. Instead, focus on those that have a similar target audience to yours.

Note that some influencers will charge you for collaborating with them, while others, who have a smaller following, would be willing to promote your products for free. It is the job of the PR agency to do the proper research, and find out the best opportunities, both paid and free.

3. Start a Thought Leadership Campaign

Thought leadership is another tactic that can bring great results. A thought leader is essentially someone who is an expert in their field, and their opinion is valued and trusted. They also typically have a large network of connections.

Famous examples of famous thought leaders in the tech industry include Jeff Bezos, Elon Musk, and Bill Gates. The good news is that you don’t need to be famous to become a thought leader. You just need to have something interesting to share and a well-developed and executed thought leadership tech PR campaign.

While you can do this entirely on your own, some of the best public relations professionals will ghost-write for their clients, or at least help them throughout the process. The goal is to be featured in top industry publications, and, yes, having good existing relationships with the media does help.

4. Keep up With the Trends

Following the best practices is always nice, but another important skill for every PR pro, especially in the tech industry, is to always keep up with the latest trends.

We live in a very dynamic world, so what was new and fresh yesterday could already be outdated by the time you become familiar with it. The combination of technology and PR means you absolutely cannot afford to miss out on tech advancements.

This requires a very in-depth understanding of the industry and technology and, whenever possible, you need to be on top of the latest technological developments before they are presented to the public.

It’s a good idea to follow reputable tech news websites like TechCrunch, Wired, and TechRadar. Whenever you have the time, attend industry conferences and events, read industry publications, follow tech bloggers on social media, and subscribe to newsletters.

Summary

For technology PR to be successful, you need to find a reliable technology PR agency – one that has the required expertise and goes above and beyond to achieve the desired results.

At RLM PR, we are no strangers to working with tech businesses. We brought Gupshup, a global leader in conversational AI, consistent high-level press coverage in print, digital, and broadcast outlets.

But there’s a lot more we can offer, our list of happy clients in the tech industry includes Amazon, Yodlee/Mint.com, Seamless, Flickr, and Chegg. You could be the next success story. Just contact us.

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