Top 5 PR Needs of a Tech Company

July 10 2023

In a highly competitive business landscape, a company’s success depends not only on its innovative products and services but also on its effectiveness to communicate with its target audience. As a tech company, due to the complexities of the digital realm, truly understanding your audience and how to communicate with them is crucial. By narrowing the focus to your audience’s needs and pain points, your company can better create content that is aligned with what your prospects want to hear.

This is where Public Relations (PR) support plays a key role. PR is no longer an optional luxury but a necessity for tech companies aiming to establish a strong brand presence, build trust and simplify their message. The specific communication needs of a tech company vary depending on its goals and challenges. That being said, we have compiled five common themes where PR support can help tech companies drive better conversation and build a more authoritative positioning in the market.

Tech company PREstablishing Connection Through Authenticity

One of the primary reasons tech companies require PR support is to build and maintain trust with their many stakeholders. Being able to present themselves authentically and showcasing their values, ethics and commitment to customer satisfaction well is the true power of PR. By humanizing the brand and emphasizing the impact it seeks to make, tech companies can forge an emotional connection with their audience. Sharing real-life user stories and highlighting the positive outcomes of the products or services can also contribute to authenticity, which in turn enhances brand reputation and paves the way for long-term success.

One of the easiest ways to highlight the value of public relations is to think of it as a conversation between your business and members of your target audience. Where mass advertising can certainly help your brand be widely seen, PR takes that a step further by inciting conversations and forming a one-way communication. This allows your company to establish a connection and make your audience feel a personal bond with your business.

Supporting Crisis Management

As we have all seen in recent news, data breaches and privacy concerns have escalated, making consumers and investors more cautious than ever. Effective PR strategies enable tech companies to be proactive rather than reactive through the development of a well-executed crisis management plan. In the middle of the chaos provided by bad news, PR professionals are specialized in crisis communications, providing guidance and expertise when tech companies face unexpected challenges. Oftentimes, companies believe that having a simple plan for media statements and press conferences is all it will take. However, each crisis, no matter how small, requires an appropriate level of planning and response. By developing communication strategies that address concerns, manage public perception and minimize the impact of crises on the company’s reputation, PR can make the difference between weathering the storm or succumbing to irreparable damage.

Crafting a Compelling Narrative

Tech companies operate in an environment where innovation and disruption are constant. To stand out in such a crowded marketplace, they need a compelling narrative that captivates audiences and differentiates them from competitors. Great storytelling is the very essence of PR. For tech companies to effectively drive action among consumers, they need PR to help shape their narrative by identifying the unique story angles, developing the brand voice and crafting messaging that will individually resonate with each of their many stakeholders.

Having an outside perspective of your content can also go a long way to ensure your company is adequately translating complex technical jargon into more accessible language. Today, the attention span of an online audience is just 8 seconds! Therefore, businesses must share content with valuable information in order to prove themselves as a trusted expert. To effectively connect with consumers and generate interest in your products and services your messaging must be clear and concise.

Tech company PREngaging in Thought Leadership

Being seen as a thought leader can significantly impact a company’s reputation and business prospects. The insights of a thought leader are trusted and incredibly valuable to consumers, particularly when they are seeking tech products and services. The importance of positioning your company as an authority in its respective field has proven very effective when the content you are outputting is valuable to the consumer. Again, this rolls back to the authenticity of the messaging and how well you know your audience. 

There are a multitude of channels to support this effort including facilitating media opportunities, securing speaking engagements and leveraging content marketing to elevate the company’s profile and establish its executives as industry experts. Through consistent and strategic thought leadership initiatives, tech companies gain visibility, attract top talent and gain a competitive edge by driving conversations and shaping industry trends.

Reinforcing Content Marketing With Third-Party Validation

The rise in content marketing and social media platforms has enabled tech companies to connect and engage directly with their target audience. However, without a strategic plan on how to maximize the use of those channels, the messaging can fall flat. Not only is your voice and presence in the places where your audience is looking critical but so is hearing your unique story through the validation of third-party partners, such as media outlets and influencers. Partnering with influencers and micro-influencers allows you to tap into new audiences to amplify the reach of your brand’s story and maximize the return on your content marketing strategy.

Key Takeaways

In today’s interconnected world, the value of PR support for tech companies cannot be overstated. From building trust and managing crises to crafting a compelling narrative and engaging in thought leadership, leveraging PR support enables tech companies to communicate effectively and establish conversational and authoritative positions in the market.

Natalie Ghidotti
CEO, Ghidotti
Natalie Ghidotti, APR, is principal of Ghidotti, a public relations and content marketing agency she founded in 2007 and has since grown to serve a wide range of clients, including some of the region’s best-known brands. Before joining the public relations world in 2004, Natalie served as special publications editor-in-chief at Arkansas Business Publishing Group, where she was editor of Little Rock Family, Arkansas Bride, Little Rock Guest Guide and other magazines for five years. Natalie is a past president of the Arkansas Chapter of the Public Relations Society of America, serves on the Executive Committee for PRSA National’s Counselors Academy and has been a speaker for several PRSA International Conferences. She was honored with the Crystal Award from PRSA Arkansas recognizing lifetime achievements in the PR industry.

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