Tech start up, student, graduate, or just wanting to find out a little bit more about what on earth Tech PR actually is?
We’ve got you covered, in this blog we’ll share an overview of:
- What Tech PR is
- The differences between business to business (B2B) and business to consumer (B2C)
- What it actually does and the potential return on investment (ROI)
So, what is Tech PR?
Technology touches pretty much every corner of our lives today. From wearable health tech, apps, to AI-driven business tools that work in the background and keep our everyday lives running, innovation is constant and moving forward at a rapid pace. This rapid pace of innovation has created fierce competition for tech companies today and in order to compete in such a noisy landscape there is a need to communicate how and why you stand out from the crowd.
This is where PR can come in to amplify that voice to the right audiences, whether that’s business decision makers, industry analysts and influencers, journalists, investors, or everyday consumers.
How does B2B differ from B2C
Every tech company needs PR, however, the approach will differ depending on the audience.
Targeting a business audience will involve typically long sales cycles and complex decision-making, therefore often the goal can be to build the tech brand as a trusted authority. The strategy towards achieving this is through featuring as an expert voice, or a ‘thought leader’ as the term is often coined, in respected publications such as TechCrunch and Computer Weekly. The tech PR will work alongside the company in telling their story, driven often by data to assist in showcasing unique insights for a technical audience. An audience that can be reached through panel discussions, podcasts, webinars, national and trade publications, to platforms such as Substack..
Heads up – if you want to dive further into the world of B2B PR, we have a blog on that for your reading pleasure.
On the other side of tech PR is B2C. To best connect with consumers, brands will employ PR strategies that enable them to reach a consumer audience and inspire them through emotion, storytelling, and build visibility which showcases to the consumer how their tech will simplify their lives. This can be achieved through creative product launch campaigns, authentic influencer collaborations, social campaigns, to featuring in round up guides in consumer tech publications, to name just a few examples.
The ROI of Tech PR
The success of tech PR efforts can often be both intangible and tangible. Much of these efforts can’t be seen but rather felt through brand awareness and trust. The more tangible ROI measurements include lead generation and improved long-term brand equity through attracting investors.
Tech PR aims to feed directly into a company’s sales funnel and has the capability to work as part of the wider internal team’s goals towards building awareness by supporting sales and meeting target audiences where they are, whether that be in high profile publications, on social media platforms or niche industry circles.
If you are interested in finding out more about how technology PR could work for your brand or if you would be interested in gaining some work experience in tech PR, feel free to get in touch via