Not dissimilar to public relations (PR) in other industries, PR for technology companies is largely centered around the process of showcasing the technology to a targeted group of stakeholders in a particular way. Although the process of telling the narrative isn’t any different, with technology specific stories, it’s important that the narrative explicitly communicates the particular values, features and value of the offering in a more upfront way. Pearscroft Communications is passionate about delivering PR for our technology clients so let’s dig a little deeper into the intricacies of PR for technology.

How is this Different From Other types of PR?

One obvious differentiator between tech PR and more mainstream varieties of PR is the technical jargon employed in external messaging. The use of these technical terms is necessary to communicate effectively with stakeholders in the enterprise technology industry but this can become confusing when communicating with a more mainstream audience. There is a very big difference between telling a story to an industry specific trade publication and telling a story for the evening news. A story laden with technical jargon is not only to go over the average layman’s head but it could potentially intimidate the audience, eroding the effectiveness of that messaging. It’s the role of the PR practitioner to determine what language is best suited to the target audience. With technology at the enterprise level, its often necessary to break down complex terms into clear messages that resonates with the corporate decision maker who is primarily interested in the value add, not the backend engineering.

Speed is another key differentiator. Technology moves at a rapid pace and consequently, technology PR needs to keep pace. There are constant new tech startups emerging that need a clear message and PR practitioners need to be at the cutting edge of technology to effectively get the message out in a crowded marketplace.

Solving Common Pain Points for Tech Companies

Speaking of startups, there are a whole slew of issues faced by tech startups who want to make their mark amongst all the noise. The most common issue faced is the lack of a clear communications strategy that is outlined from the beginning. Without this, it’s almost impossible to increase visibility, develop credibility and build trust, leaving their reputation unnurtured.

The absence of a strong corporate reputation will make it difficult to attract investors, build market share, attract talent and scale the business. A solid PR and communications plan can increase sales by developing that all important trust in your brand identity. The best way to do this is by being featured in relevant and respected publications that speak to your target audience.

Do You Need An Enormous Budget to Invest in PR?

Simply put, no, but this is a commonly held myth so it’s worth addressing in more detail. As we’ve discussed in previous blogs, the ROI for PR compared to other marketing functions is higher, even when only a small investment can be afforded. For tech startups with smaller budgets, it may only be necessary at the beginning to develop a clear corporate narrative and start pitching stories to relevant trade publications. This way, you can start communicating value to your targeted audience. Indeed, there are often advantages to being smaller when investing in PR. Corporate red tape, multiple rounds of approvals and larger, less agile teams can hinder the rapid pace necessary for technology PR. There’s no rule to say you have to follow the processes of larger, established firms when executing PR campaigns and activities. The most important thing to keep in mind is that trust and credibility is built over time, achieved through a steady drumbeat of media relations and increasing visibility. Investing in PR in the early stages of your tech startup could mean the difference between carving out a clear competitive edge and getting lost in the noise.

To cut through the noise and stand out, get in touch and book a no pressure discovery session by emailing us at christopher@pearscroftcommunications.com.au