Whatever stage your tech business is at, whether you are pre-revenue, or scaling up, PR has an important role to play in pushing you to the next level.
As a staple part of Skout’s heritage, we have seen the tech PR landscape morph and shift over the years. But the core reasons why PR in the field is beneficial for you have stayed the same. Here, we outline five key benefits for adopting PR as a channel in your tech business’s marketing strategy.
1. Investor relations and tech PR
The first place a potential investor will look when scoping out the validity of your business is Google. Ensuring you rank for your brand term, plus whichever sub-sector of the tech space you’re operating in, is vital. If you are an HR tech business, ranking for this term will help build confidence in you in the investor space. But the key here is quality. Ensuring you have a media presence on sites with a high domain authority will help boost your search engine optimisation (SEO). It will also increase your credibility.
2. Reaching new customers
Effective PR ensures that a tech company’s message is clear and reaches the right audience. Clarity is key here – especially in an industry well-versed in jargon. However complex your product, communicating its benefits succinctly and in a relatable way will resonate with your target audience far more than hiding behind cryptic messages. This is true across your owned channels, but also with earned (PR) coverage.
3. Media relations
Journalists play a highly influential role in shaping the opinions of both investors and your potential customers. Tech PR professionals build and maintain relationships with the most reputable journalists. These connections can lead to favourable coverage in the media, generating awareness broadly and also increasing credibility.
4. Tech PR and thought leadership
Yes, your product is an important part of your business strategy but building the story around the benefits of your product is far more appealing. Establishing key personnel within your company as thought leaders can give you a significant advantage. Identify key areas in which they can offer their expertise and add something new to the conversation. This could be through opinion articles in trade publications or across their own LinkedIn profiles.
5. Recruitment is aided by tech PR
Attracting and retaining top talent is crucial for tech companies. Leveraging PR to enhance your employer brand can help. Whether that is talking about unique benefits you offer in the media, or showcasing your values externally across social media, PR can help you to showcase your company culture a wider audience.
In summary, tech PR is important because it helps tech companies effectively manage their image, communicate with various stakeholders, and remain competitive in what is a dynamic and rapidly changing industry. It is a strategic function which should be factored into your long-term planning and can have a direct impact on a tech company’s success and growth trajectory.
To start your tech PR journey, get in touch.