Public Relations for Technology Companies
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.