Information Technology has not only dramatically changed our lives over the past three decades; it has acted as a disruptive force for every industry sector and society corner and forever changed the way we do business and communicate as well as our productivity achievements. The rise of computing power, combined with the dramatic increase in Internet use has come together to forge the perfect storm for established businesses as those born-in-the-cloud enterprises steal a march on market share and customer mindset.
GlobalCom PR Network is one of the top Technology PR organisations working for tech companies, industry associations and with IT journalists and influencers for more than 20 years and we can have a long track record of successful PR campaigns in the technology sector.
Today, 40 percent of the global population has access to the internet, and 90 percent of the world’s data was generated within the past couple of years alone.
With increasing technology adoption, digitisation, massive volumes of data, we are currently preparing the future workforce for skills that probably don’t even be required; positions that will leverage technologies that haven’t been invented; jobs that will help solve problems that we don’t even know are problems yet. Disruption is the only constant – in both technology innovation and in business technology PR. Can PR for technology companies be future-proofed? It is not difficult because at the core of what we do is to connect brands to audiences.
GlobalCom PR Network is one of the top Technology PR organisations working for tech companies, industry associations, in collaboration with tech journalists and influencers for more than 20 years. We have a long and exhilarating track record of successful PR in the technology sector.
Technology is omnipresent today and it’s incredibly diverse. What do companies need to consider when hiring a tech PR agency? Industry experience is a must, no doubt. Proven results including cases studies or, even better, charts showing business revenue increases or website traffic increases or similar. And recommendations from industry players are always a distinctive advantage.
But tech PR is not always tech PR. There’s a difference between doing, for example, B2B tech PR for a mechanical engineering company or having to explain a cloud solution to end consumers. Even within a single industry, an agency’s experience needs to be queried. For example, 3D printing is everywhere. But there is a difference between addressing end consumers with a low-cost filament 3D printer and communicating professional 3D metal printing solutions in the additive manufacturing segment.
The PR specialist must have relevant experience in technology. While they don’t necessarily need to be a technicians, the technology public relations agency you are about to hire should be able to grasp how your technology works and the value it brings to the users or enterprises, and assess its impact on these target groups and the market. The task then becomes the “translation/adaptation” of the technology accordingly for the target group.
It’s also extremely important to define and address the right audience and then use the right channels. This is where the expertise of the Tech PR agency comes in. In B2B Tech PR, for example, we distinguish between CTOs, CEOs, nerdy IT administrators etc. and possibly non-technical decision makers. As importantly, these various target groups speak “different” languages and need appropriate content. Some need tech talk and in-depth feature discussions. Others are interested in the benefits for their everyday life and others are more interested in ROI, investment opportunities, or a new technology in general.
Enterprise technology vendors and businesses in the B2B tech sector themselves are also prone to the same challenges confronted by other traditional businesses – the rise of new, creative market entrants – which themselves need to cut through the noise in an ever competitive media landscape.
“Today we are number 3 in the enterprise networking market, and well recognised in the Networking technology sector, GlobalCom PR Network surely helped us to develop a strong communications strategy allowing us now to be in a stronger position to elevate Extreme Networks brand to the next level.”
Miryam Quiroz Cortez, Senior Public Relations Manager – EMEA
We have worked with some of the best known enterprise technology vendors, delivering results that speak for themselves. From integrated marketing campaigns to cross-continent public relations and everything in between, we connect B2B technology businesses with their customers and partners.
“It is our job to transport a company’s or brand’s messages to a variety of target groups via the local media in a way specifically tailored to their preferences.”
Ralf Hartmann, GlobalCom PR Network (Munich)
We have worked with some of the best known enterprise technology vendors, delivering results that speak for themselves. From integrated marketing campaigns to cross-continent public relations and everything in between, we connect B2B technology businesses with their customers and partners.
Why work with Globalcom PR Network?
We have tremendous experience creating and executing PR campaigns for technology companies around the world, small and large. We also have a global presence through our visionary partners and we come highly recommended by global tech brands. Feel free to get in touch for further references.
Can you tell us more about the pricing?
We don’t practise standard prices because there are no standard campaigns, products or services. Furthermore, each client is different and this is something we strive to emphasise to their clients rather than suggest the opposite. We sit down and listen, we research the solutions, the market and the audience, then we propose a unique approach based on those findings. We don’t like surprises either and this is why we work transparently: nothing happens that you have not approved in advance.
How do you measure the results of the technology PR campaigns?
Measuring results is of central importance for us, in all the work we do. Whether it’s the overall return of investment (ROI), digital and SEO campaigns, media relations, product placements or traditional brand awareness campaigns, we want to know how well an approach is performing and how can we improve it further. To be able to rate and evaluate results, we first define goals with our customers. And while we are familiar with most relevant tools for monitoring and reporting, we are always open to work with different solutions, so please feel free to suggest them to us.
Can you run enterprise tech PR campaigns in multiple countries?
We most certainly can. One of our core offerings is international PR campaigns, for both B2B and B2C audiences. We are able to serve over 100 countries worldwide and a good number of our partners explicitly offer PR expertise for technology enterprises. Our clients benefit from a large variety of local expertise in the different markets and regions in Asia Pacific, Europe, Latin America, Middle East & Africa and North America and even if your country is not formally covered on our website, we may be able to recommend you and a local PR agency to your satisfaction, so please do get in touch.
Can you also do paid search and paid social campaigns?
Yes. Whether we’re talking about fully-fledged digital PR campaigns spanning multiple countries and strategies, or a fixed-price / fixed-term PPC campaign focused on increasing the brand awareness for your enterprise technology solution, we can work with you to develop and implement the best approach to suit your business needs. We can creatively combine digital advertising with other types of paid media, search engine optimisation or influencer / analyst marketing, as needed.
What are some common challenges that we should be aware of?
Some of the challenges are identical for all industries when running fully-fledged PR campaigns and they are quite common. Namely, a misalignment in the project management triangle (scope, time, budget), misunderstanding of the audience needs or not using the adequate channels to reach the audience.
For tech PR in particular the challenges include lack of industry expertise for the PR expert – especially in what concerns the enterprise audience, lack of experience when planning the budget on the client side and, of course, lack of solid data when launching a new service or product on the market. But sometimes the challenges are less visible in the beginning and emerge only later on; for example, many corporate clients build their websites using technologies which are not particularly search engine friendly only to learn later that it costs them more to maintain or update it and especially to make it to perform in search results.
GlobalCom PR Network has been working successfully with clients for more than 15 years. Our global PR network comprises some 80 expert agencies that can provide public relations services for the B2B tech industry in over 100 countries worldwide, whether it’s hardware manufacturers, software vendors, tech ecosystems and technology services providers.
Use the adjacent form to get in touch with us about your Technology PR campaign and we will get back to you in no time.
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