5 Essential Campaign Tactics for a Successful Tech PR Campaign

To be poised for success, each PR campaign needs to be unique and tailored to the company, the product or service you’re promoting. Each industry has its own challenges and opportunities when it comes to creating an impactful campaign.?

For technology companies in particular, an effective PR campaign can be a game-changer for those seeking to make an impact in new markets, launch an innovative new product or attract the next round of investment.?

In this article, we cover some of the key PR tactics that are essential to a powerful tech PR campaign.?

A consistent online presence?

Before any technology company embarks on a PR campaign, it’s vital to ensure that your online presence is up-to-date. When verifying experts or looking for example products, journalists will often scour the web or LinkedIn. If company social media profiles and websites are not up-to-date or consistent, you could miss out on important PR opportunities.?

Consistency is also key for customers. The most successful PR campaigns will push traffic to your online pages so if messaging is not aligned or product descriptions are not accessible across all customer touchpoints online, customers can quickly be deterred from purchasing. Clear product explainer videos and customer testimonials are useful for both journalists and prospective customers. This consistency should be your first port-of-call before you use PR to drive traffic to your site.?

This also extends to your key spokespeople. Their profiles also need to be up-to-date and active too, as the campaign may drive traffic directly to their pages, especially if the campaign involves thought leadership.?

Investing time into posting a range of blogs prior to starting the campaign helps to showcase your viewpoints and expertise, and provides the PR team with a steer on content and tone when producing early PR commentary.?

Topical Commentary?

Once you commence media outreach, one of the most useful PR tactics for tech organisations is topical commentary. As the world of tech changes so rapidly, keeping your finger on the pulse for areas your spokespeople can offer value to the media and their audience is essential.?

Your campaign should feature spokespeople who can provide valuable insights on pertinent news stories or awareness dates. Technology topics can be complex, so journalists need experts who can distil technological topics for their audiences, for example the insights from Louis Carbonnier , co-founder and president of Hokodo in this piece on embedded finance from The Fintech Times , or this article by Peter Verster for Big Think on how to stay current and competitive with AI.

Furthermore, technology companies are uniquely placed to offer journalists real data to enrich news reporting. This data-driven approach solidifies your company's reputation as a source for valuable and reliable information.

In a crowded landscape, supplying concise and engaging soundbites that can be seamlessly integrated into broader features, like this commentary from Bindiya Vakil of Resilinc on how ready procurement leaders are for another Covid-19-style event for a piece in CPOstrategy , can help your organisation stand out to your audience. You can also offer full guest articles which show a new viewpoint for an existing story.?

Contributing a unique viewpoint to industry discourse can set your tech company apart and drive meaningful conversations.

Speaking opportunities?

Making the most of speaking opportunities during your Tech campaign is an essential part of getting your voice heard. Whether it’s appearing on relevant podcasts, taking part in industry roundtables, or seeking out panels and keynotes to participate in, there are numerous different opportunities to suit your presentation style.

As Tech campaigns are often built around a product rather than a service, an ideal format is often a fireside chat with an established partner where you can discuss your relationship and industry trends, or a product showcase where you can demonstrate your value to your industry.

Company news?

Positive company news is great content to share as part of your PR campaign. From successful partnerships, to new hires, product updates and significant developments like joining industry bodies, sharing the newsworthy elements of your business growth can help cement you in your industry and attract new employees, investors, customers and partners.?

Sharing your successes as a female founder or leader in the tech industry is even more vitally important. Sharing your experiences and lessons can inspire other women to build careers in the tech industry. There is now a whole section of media dedicated to women in tech, with great publications like SheCanCode who showcase how women in tech are making a difference.

Industry awards

Entering relevant awards is the perfect way to showcase success. There are many different types of awards out there, some will focus on key individual achievements, some are about business growth or success, and some will be case study led.?

There are awards specific to the Tech sector, like the UK Tech Awards and the National Technology Awards, but there are also some great tech categories to aim for within broader awards, such as the Barclays FinTech series. We have previously had clients shortlisted for awards like the Enterprise Awards (known as “The Oscars of the technology industry”), and have won their places in the TechRound award series, for example the SaaS66, the InsurTech30 and the FinTech50.

Considering a PR campaign for your tech organisation??

The technology industry is complex and ever-changing, so it is important you work with an agency that understands the dynamics of the sector and is able to distil complex ideas for a wide array of audiences.?

If you still aren’t sure if you're ready yet, or even what a successful campaign would look like, why not try our Brand Story Scorecard?

Based on your responses, we then send you a personalised report highlighting areas of strength and improvement in the key areas of Public Perception, Storytelling, and Media Relations.

Once you've completed the quiz and received your results, you can also take advantage of a free discovery session where we will take a deep dive into your results, discuss whether you’re ready for PR and how it could take your business to the next level.?

We look forward to discussing your tech PR campaign!?

- Millie Norton-Tinmouth - Account Manager - Tech & Finance