Tech PR is a service used by technology companies to communicate with specific audiences relevant to their business, with the aim to increase brand recognition, build trust in their brand and, ultimately, increase enquiries, prospects and sales.
There are several ways you can communicate with each target audience using PR, but the most successful is by engaging with a tech PR agency that can position you as the go-to brand in your industry and the minds of your target audience(s).
This can be through Earned, Owned, Paid, and Shared (PESO) media tactics:
- Earned media - such as press releases, thought leadership articles and other news-based stories
- Paid media - such as advertorials, sponsored contributions, speaker slots or events
- Shared media - such as your social media channels and the use of influencers.
- Owned media - such as using your website or blogs as a place to publish unique knowledge and insight.
PR becomes an important consideration when tech companies are looking to take their business to the next level of their growth stage. The highly competitive nature of the tech industry means that more content is being created by more companies than ever before, and it’s only increasing by each passing day.
To be heard above a crowded noise of competitors, you need to be different. Journalists love stories and opinions that help them break or drive insight on the latest news stories, and this is exactly where PR can help.
By getting involved in current conversations and placing your business in front of potential customers, you have a much higher chance of being considered when it comes to buyers deciding on which company to shortlist for future suppliers.
But why PR and not just stick to marketing and paid advertising? Well, while marketing and advertising are beneficial in the fact you control the message and can be uber targeted as to where it appears, nothing can rival PR when it comes to building trust in new and existing customers.
Put it this way - you’re highly unlikely to buy a product or service from a company you’ve never heard of, but you would if you’ve read recommendations from credible third-party sources who have helped to validate their products or services.
And that’s what PR is - a validator. Earning media coverage in high-level and well-respected media outlets gives your tech company authority to say that it is one of the industry leaders that has a point of view worth listening to.
Over time, a strategic PR campaign that focuses on building trust can lead to increased web traffic, increased brand searches in Google, higher domain authority of your own website and increased search engine ranking. Being ‘above the fold’ on Google means more website visits, more enquiries, more leads and if your sales process is in tune - more business.
In the digital age, this means focusing on online publications rather than the traditional print and broadcast media. As PR was, and arguably still is, regarded as a bit of a dark art, it had to change itself to become more aligned with the metrics, KPIs, and goals of the marketing department.
Which is why you’re just as likely to see PR pros using Google Analytics and other SEO platforms just as much as hunting for journalists these days. The game has changed and the PR industry has evolved. Why place or spend money on an article in a print newspaper when you can’t see who’s read it or if they’ve interacted with your brand afterwards?
With tech PR, you can gain valuable insight into audience metrics, referral traffic of readers who travelled to your website, and even gain valuable backlinks that help increase the likelihood of someone finding you through Google.
PR isn’t just about brand awareness - it’s a key component in the entire communications, marketing, and sales strategy of a business.