In the tech industry, communication is vital in making your business stand out. It’s all about building relationships to advance, promote, and benefit the reputation of you and your company. At its core, communication revolves around this universal fact: people act based on their perception of news and facts. By managing, controlling, or influencing people's perceptions, you can be one step closer to success.
We’ve compiled a quick cheat list with some fundamentals of how PR and Comms work in the tech industry, including some savvy advice we give to our clients --we offer a range of tailored packages for startups and companies in the tech ecosystem to help them meet their objectives.
So, without further ado, let’s get started!
Start by having a social presence. Establish a profile on relevant networks like Twitter, Instagram, Facebook and LinkedIn. This gives you and your startup an authentic voice and shows the people behind the brand. It also gives you an additional outlet to share your latest updates, progress and provides another point of contact for customers, prospects and influencers. It’s key to maintain consistent updates and engagement – it’s not enough to just have a profile and be silent.
Create unique content. The best way to attract users is by using your content to creatively inform them about your company. It must be appealing, unique, original and diverse (e.g., text, video, images, quizzes, gifs).
The great thing about the tech industry is it’s constantly on the move – there’s never a dull moment, and the spontaneous nature of trends creates interesting marketing opportunities. Constant change means there’s always a new story to get on the news. Capitalise on this!
Establish relationships with the media
You want to be able to capture a journalist’s attention. To achieve this, know that tech reporters want to write about exciting companies that are doing new and different things. They often receive hundreds of pitches every day and are looking for the ones that stand out. They want nicely packaged stories with relevant metrics, case study examples or other interesting information that will make their job much easier and significantly boost the chance of being picked up.
So make a list of journalists you would like to target. These journalists will be related to your industry and will be a great target to build media relationships with. If you already know who you would like to target, but aren’t sure how to go about it, check out our previous edition of this newsletter on pitching to journalists.
Don’t be promotional
When pitching journalists don’t be too self-serving. Offer interesting data, tips, insights on trends and other industry information that editors will deem as interesting and useful to their readers. Quality content is more likely to grab the attention of both reporters and readers, and garner attention for the company at the same time.