Category: Sector

What does Trump’s surprise (was it?) win say to ambitious scale-up tech brands?

by Elate Communications

So, the polls were right. Or wrong. Or something. Much like Kamala faced an uphill battle against a well-known incumbent in Donald Trump, many scale-up tech brands must challenge established market leaders while trying to cut through the noise and build recognition. And now the dust has settled, to me Trump-Harris provides lessons that could be applied to the tech PR and communications world:

1. Build a Strong Brand Foundation Early

Donald Trump entered the 2024 election with a well-established brand—a former President, businessman, and media personality. Thus, he had already created a solid foundation; supporters knew what he stood for, and that gave him an advantage.

Scale-up tech brands need to apply the same leverage. It’s crucial to build your own brand foundation and messaging from the outset. Take time to review and refine your brand identity, ensure your messaging is consistent, and develop a clear PR strategy that aligns with business goals. The groundwork will pay off as you execute, making your brand more recognisable and credible to your audience.

Presidential To-Do Item: Start by reviewing your company’s brand, vision, mission and values. What problems do you solve? How does your product or service benefit your multiple audiences? Ensure everyone is aligned and give yourself time to prepare the foundations before you enter the ‘race’. 

2. Simplify and Test Your Messaging

One of Trump’s key strengths in the election was his ability to communicate his message in clear, simple terms. Even if they didn’t agree with everything, you know what’s on offer. For scale-up tech brands, the clarity of your messaging is equally important.

Technology can be complex, but your audience doesn’t need to understand every product feature from the outset; what they need to understand is how your proposition benefits them. It’s essential to take the time to simplify your messaging, remove the jargon and focus on communicating the value your offer. Spend time with your team and stakeholders to ensure your messaging resonates with your target audiences. You must be able to answer, What’s in it for the client?

On the campaign trail 2024: Run messaging workshops with key team members, gather feedback, and constantly test your messaging with your stakeholders. Create messaging that is concise, impactful but which also allows for some audience and geographical flexibility.  

3. Build a Supportive Ecosystem 

This year, the Republicans capitalised on the support of a diverse range of high-profile influencers, from business figures like Elon Musk to politicians like Robert F. Kennedy Jr. While some of this was controversial, it was 100% strategic in amplifying their message and reaching a broader audience. 

For scale-up tech brands, building a supportive ecosystem is equally beneficial. Influencers, industry analysts and media outlets all play a role in amplifying your message and building credibility. Building relationships with these key players takes time, but it’s an investment you need to make to get that positive media coverage, higher analyst engagement and those tier one thought leadership opportunities. 

Why you want to do the equivalent of Joe Rogan: Identify industry influencers and analysts who align with your brand’s values and vision. Look for opportunities to engage with them through smart content, interviews, and/or collaborations that helps solidify your street cred.

4. Target the Right Audience with Strategic Campaigns

From rallies to Fox News to niche podcasts, Trump used a variety of platforms to connect with his audience. Rather than focusing solely on large-scale national TV media coverage, he instinctively understood that reaching specific audiences with authenticity where they already spend their time is key to building his version of brand loyalty.  

For scale-up tech brands, it’s essential to understand where your audience is consuming content and engaging with industry thought leaders. While national media coverage can boost brand awareness, it’s not always the most effective way to shorten the sales cycle. Better: focus on reaching the right people in the right spaces, whether that’s niche trade or vertical media, industry events and/or specialised podcasts.

Now you’re changing The White House curtains: Work with experts to craft a campaign strategy that combines broad visibility with highly targeted outreach. Identify the channels where your target customers/prospects are most active, and build compelling packages of information, advice and customer backing to maximise such opportunities.

Conclusion: Getting that all-important Second Term

Building a successful tech brand doesn’t happen overnight. 2024’s US presidential election brings out ways to do it: establishing a solid brand foundation, simplifying messaging, cultivating influential support and smart targeting of the right audience. 

And just as political underdogs need to work hard to build recognition, scale-up tech businesses must be patient and strategic, too. But with time, consistency, and smart planning, you can position your brand to stand out and compete effectively in your market. 

To discuss your Comms planning for 2025, click here to book a short intro strategy call.

2025 PR planning has started, so don’t get left behind

by Elate Communications

Let’s face it, the UK has two seasons now: Wet and Less Wet. Goodbye former, welcome the latter! 

Even though comms and PR teams at ambitious global tech firms are still amid executing plans for the all-important Q4, it’s useful as we consider 2025 to take stock of where you are in terms of execution.

After all, as past British Prime Minister Harold Macmillan once said about the need to flex plans, things always happen you hadn’t expected: ‘Events, dear boy, events.’ You’re delivering on assumptions that could have been made months back, so it will help your business to refine your approach for next year.

As ever, your drivers are to build reputation, strengthen brand awareness, shorten sales cycles and ensure your share of competitive voice is where it should be. Given how important these goals are, how can you craft the most awesome 2025 PR strategy that will carry you through?

Use this time to its maximum effect

As Autumn sets in, now is the time to get your internal and your external comms partner teams aligned and energised about pipeline, product roadmap, innovation and direction. So, focus the teams on brainstorming, messaging and planning meetings to refine your thinking. 

Annual PR Plan health check

Like cars, and indeed people, that benefit from an annual health check, it’s also important to do a performance check on your PR programme. Be as objective as you can: What worked well, what didn’t? What can be improved next year? Speak with relevant stakeholders to assess where are how the PR is adding value. Be constructively critical to create that optimal 2025 plan. 

Programme development and scrutiny

Once this has kicked off, you should now be in a better position to define the annual plan, to include objectives (SMART ones), audience, strategy, tactics, resources (more below on this) and how you’re going to measure and define success. Importantly, get buy in from budget holders, Subject Matter Experts (SMEs) and agency partners. Be bold and ambitious but practical. 

Get those messages fighting-fit again

Once you’ve re-identified your key audiences, do you need to check (perhaps with a mini-audit) if your corporate and product messaging still work? Do they need a tweak, upgrade or total overhaul? Are they still communicating the value proposition and key thematic narratives in a relevant, impactful way? Message development is a collaborative endeavour, so get the key people onboard to provide input–but it’s one thing to create the messages: are your spokespeople trained to deliver them with passion and competence?

Ending up with the right budget

It’s great to get an ambitious 2025 plan in place, but having the team resources, aka budget, signed off and actionable is critical. You need to clearly understand what team and agency support is available to deliver the plan, and where the skills gaps are. To do that, have honest conversations with the finance teams, senior leaders and your team and agencies, so everyone is clear on what is both possible and expected with the resource available. 

So, to make this a successful PR year ahead for you, your business and your teams, think 

  • preparation
  • annual health check
  • programme development
  • messaging refresh and 
  • budget realism. 

While you’re at it, maybe check you still fit into the Santa Suit for the Office Party. That’s not far off either!

Why Both The Boss and PR Were Born To Run  

by Simon Glazer

Remember your first big live rock concert? I’ve had the pleasure of experiencing some true classics over the years, including David Bowie, The Police, Elton John, Billy Joel, and The Rolling Stones. My first concert–back in the, er, 80s–was The Thompson Twins (Hmm) at London’s Hammersmith Palais! 

While all these were memorable, for me the greatest live performer is Bruce Springsteen. I had the chance to see him for the fifth time at Wembley Stadium over the weekend. The crowd and I sang along to his classics like “Thunder Road” and “Born to Run”—and on the drive back, it struck me how similar the magic of Springsteen’s performances is to a successful PR programme.

Here are what I consider to be the top four similarities:

1. Storytelling

Bruce Springsteen’s authenticity in his lyrics and the stories he tells is unparalleled. Done right, this same principle applies to PR; your prospects, investors, or the media will all respond positively to a good story.

Likewise, a successful PR campaign delivers for you as a brand when it tells compelling stories that have meaning and impact—connecting you emotionally with the audience. Take the time to build that story so it’s relevant and interesting to hear. 

2. Simple & Catchy Messaging

Messaging is crucial in both B2B and B2C, but is often overlooked by tech brands. Here, keeping your language simple and jargon-free will have significant impact. Like Bruce’s catalogue, your content should be simple and catchy–something people can’t stop repeating. Remember the line, “Everybody’s got a hungry heart”? Your language should have that same stickiness.

3. Presence and Presentation

At 74, Springsteen’s stage presence (supported by the E Street Band) is still phenomenal: his energy, passion, and obvious enjoyment on stage still captivate us. Similarly, when communicating with clients, prospects, journalists, analysts, investors, partners, or staff, your presence and presentation skills are key. If not delivered effectively, even the best words and messages will fall flat. To ensure your delivery matches the quality of your content, take guidance and expert advice to polish or improve your presentation skills.

4. Longevity

Springsteen has been around for decades, with his first album released in the early 1970s. While no one PR programme should necessarily last that long, longevity and staying power are crucial for building a reputation. Some of the most well-established global names in business hail from Japan, a country known for playing the long game. As a tech brand, take the longer view in building your reputation and brand awareness. Your audience needs time to recognise, understand, and follow your suggested CTAs; don’t be a one hit wonder—consistent effort over time will secure you a lasting place in the tech industry.

Summary

In the world of PR, as in the world of rock and roll, the elements that make a performance unforgettable are the same elements that make a PR campaign successful. Authentic storytelling, simple and catchy messaging, strong presence and presentation and a commitment to longevity are all crucial components of lasting success. 

So, just as the lad from New Jersey built a legendary career by mastering these elements, tech brands can achieve enduring success by applying similar thinking to their PR strategies. So, take a page from The Boss’s playbook and create PR campaigns that not only capture attention, but also build successful and profitable connections with your audience.

To discuss how to Boss your PR for 2024 and beyond, click here to book a short intro strategy call.

The Similarities between Euro 2024 and European PR

by Elate Communications

The UEFA European Football Championship (Euro 2024) is now well underway in Germany, so while awaiting England’s next match I’m playing with the parallel idea in my mind on how global scale-up tech firms can effectively set up quality European (or indeed global) PR campaigns.  

As the European footballing nations will be tested as they adapt to the diverse and quality European footballing styles opposing them, breaking into new European markets is no easy feat either–especially for non-native tech firms. 

To expand in to the world’s second largest trading bloc, Public Relations is the most cost-effective way to build reputations, brand awareness and accelerate your sales momentum.  But, doing it right takes time and focus, so here are five initial tips when setting up that winning European PR game plan! 

1. The Importance of Planning

Currently, England Coach Gareth Southgate is in serious planning mode for his team’s upcoming games. 

By the same token, effective planning is the cornerstone of any successful PR work. Whether targeting one, two or several countries in Europe, aligning global, European and local plans upfront is crucial. 

That translates to solid business briefings and regular updates from the right company advocates to ensure that local teams are up to speed with business developments and potential issues. This mustn’t overload the team, but planning needs to remain flexible and 100% outcome-focused.  

2. ‘Glocal’ Thinking

While the core global and product messaging should remain consistent, localisation to the country context is essential. You need to find the right balance, but this goes far beyond basic translation.

Ensure your local teams are allowed the flexibility to capture and use relevant local market themes, evidence, customers and anecdotes to spark engagement. Your best ‘striker’ here is a “glocal” approach—combining global strategy with local execution by local executives, to ensure your messaging scores.

3. Use Local Expertise and Insights

With European PR, one size does not fit all. Working with the right PR partner means collaborating with professionals who have navigated these waters before and understand the local language, culture, holidays and media landscapes. 

Listen carefully to these local teams to ensure your approach is culturally sensitive and insightful. If England get through the group stages, and need to take on the mighty Spanish team, for example, Three Lions midfield hopeful Jude Bellingham played for Real Madrid last season, so his insights will help Southgate’s team.

4. Communication, communication, communication

Effective communications is critical across the whole football ecosystem (within the team, the coaching staff but also fans back home) before, during and after every game. Regular, team-wide communication is also important in European PR programmes, too, ideally face to face, but virtually too of course. 

While top-down/HQ communications will naturally play a role, ensuring each country is given the time to explain what’s working locally and where the challenges lie is vital. 

Best practice tells us this approach helps build team culture, aids understanding and addresses problem areas before they escalate. 

5. Keeping Score

Aligning on outcomes from the outset is vital. Tools are available for measurement, but getting alignment with your PR/marketing colleagues and the local agency team is key.

Ultimately, collective understanding helps ensure you’re on the right track and allows for adjustments. Local executive teams should also be aligned with PR plans to maintain that collective focus.

Extra Time

Whether it’s one or several European markets, winning in Europe requires a well-thought-out PR strategy that embraces local nuances and leverages both global and local strengths. 

The good news is that by focusing on planning, localising your messaging, embracing local insights, maintaining open communication and measuring your outcomes effectively, scale-up global tech firms can power through the ‘group stage’ and establish the strong PR foothold in Europe they want.  

Love to stay and chat more, but it’s time soon to shout at the telly. Come On England! 

To discuss your PR programme needs for 2024 click here to book a short intro strategy call.

What Padel Tennis and Public Relations Have in Common

by Simon Glazer

I’m not an expert Padel Tennis (Padel) player, but I’ve been playing a fair amount of this addictive game recently. Many years ago, I squeezed in to my county tennis squad, so I thought I’d be a Padel ninja. But it’s very different and if you try to play it like tennis, you’ll soon come unstuck! 

I wondered (a little strangely perhaps) if there were any connections between Padel and the challenges tech firms face when they develop their PR programmes, so here are five initial commonalities.  

  • Get your positioning right

In Padel, positioning is key and you need to work with your partner–take the net together, move back together and be attentive to where you are on the court, in relation to each other and your opponent. 

In PR, it’s similar: you need to understand your position in relation to your competition. How? By research and building your messages, to define the best PR strategy to help you move to where you want to be.   

  • Preparation, preparation, preparation

In Padel—like all sports–you need to stretch and practice before the game. Failing to prepare and not warming up will result in injury and put you out of action.

Similarly, when conducting a PR programme, having the right messages sorted is vital, but have you practiced and rehearsed delivering them to ensure they ‘land’ with your target audiences? You normally have just one shot. So, if you ‘fail to prepare’ then ‘prepare to fail’.

  • The importance of consistency  

My Padel partner likes to smash/kill most of the balls. While finishing the point matters, consistency (and finesse) is key to winning most points. My current view, when starting in Padel, or your PR programme is you should be more like Borg or Federer (with ice-man-type consistency) than Nick ‘bad boy’ Kyrgios. 

In PR, whilst killer campaigns do play a role, once you are executing your PR programme, it’s advisable to be patient and don’t always look for instant (but risky) mindshare grabs. 

It’s better to be consistent in your communications, as success doesn’t happen overnight. So, do the hard work every day (or on every point) as that’s the way to win the game on a consistent basis.

  • Partnership is more than just a word 

Both Padel and PR are team games, so partnerships are key. In Padel, working closely with your partner is vital: talking and encouraging each other pre-, during- and post-matches can make all the difference. 

By the same token, working in partnership with your executive team, and the right PR agency team that can effectively advise and seamlessly execute will take you that bit further.

  • Analyse and evaluate

In Padel, a level of analysis is useful—both as you’re playing and after the game to see how you could adjust your tactics, do better next time or deal with a specific opponent. 

And in B2B tech PR, evaluation is just as important. You need to integrate the right outcomes, yet be flexible as you progress your plan, given what is happening in and outside the business.

So, in summary, and injuries aside, I’m learning so much about this great new game via Instagram and by watching/speaking to my peers who are ahead of me on that Padel learning curve. So, do the same with the experience, insights and know-how your PR partner can offer.

I am sure there are many other commonalities, but the most important one in Padel and PR is to have fun!

To discuss your PR programme for 2024 (or Padel technique) click to book a short intro strategy call.

It’s Time for a Messaging Spring Clean

by Elate Communications

In London, it’s still ‘brass monkey’ weather (very cold) out there, but Spring is now on us!   

This is the time to create, upscale or refine your company and proposition messaging. 

 It’s time for that messaging spring clean! 

Why? 

Clear messaging is essential for tech firms as it underpins key aspects of the growth strategy, including communications, brand building, customer acquisition and retention, market positioning and investor relations. A well-crafted and consistently executed messaging strategy will contribute to the success and expansion of your tech firm. 

As a global communications director, and previous Elate client, says: 

“Your strategic messaging is one of the most important corporate assets you own. It defines what matters: who you are and the value you provide. Done properly, it puts you head and shoulders above the competition. If you’re not sure it’s 100% right, then don’t spend a penny more on communications until it’s nailed.”

“Messaging is the heartbeat of your brand, enabling meaningful connections with customers, prospects, partners, employees, investors and a myriad of influencers. It amplifies the value of your proposition, cultivates a quality reputation and builds your brand’s share of voice.”

Here are a few questions to guide your messaging Spring Clean: 

  • Is your corporate and product messaging aligned with your brand, mission and vision? 
  • Is it overly complicated and can you sum up your value in seconds?
  • Can the team roll off their tongues your top three strategic messages?
  • Do they resonate with your key target audiences? 
  • How does it play in your priority geographic and vertical markets? 
  • Are you leading key industry debates with a clear and authoritative voice? 
  • How does your story compare to key competitors? 
  • Do your messages include evidence or are they simply grandiose claims? 
  • When was the last time you refreshed and tested them? 

To discuss your messaging or 2024 planning, click here to book a short intro strategy call.

As a reminder, Elate Communications is a UK based virtual comms agency focused on supporting US, British and global tech firms to grow and prosper.

Lucky Seven! Seven Tips for Successful US Media Relations

by Elate Communications

Building and maintaining a consistent and impactful earned media relations program in the United States (and indeed the UK) is a long-term investment for scale-up technology companies. 

In the challenging US-based tech media landscape, when a tech scale-up has ‘allegedly’ a great product proposition, and a sound business strategy, but no exposure, they can easily get buried among their lesser competitors. These ambitious tech businesses, with no media presence will find it even harder to stand out from the crowd, with current and prospective, investors, customers, partners and employees. So what can be done?

Here are some tips from one of our top quality PR partners on the west coast of America, who has outlined the Seven Tips for a successful US-based media relations program. 

1- PR could actually stand for personal relationships. Build them! Read, read, read. Do your homework on EACH journalist, their beats, their story writing style, their foibles, their proclivities. Today, social media offers ample opportunity to see what makes them tick and discover that entry point.

2– Strive to be a resource of insightful information to journalists. Be steeped in knowledge, not just a buzzword bingo pitcher. And don’t just pitch your client, but broader industry topics that have relevance for the reader, and your client.

3— In your pitches, set out the context and the why now. Answer the 5Ws and an H: who, what, where, when, why and how. These are the basic tenets of journalism.

4– Email blasts don’t work. Period. Once you accomplish #1, you will craft smart, custom pitches that can grab the media’s attention.

5– If at first you don’t succeed, try try, again. Timing is everything. Make sure your pitches are in sync with the news flow – e.g.: in tech, don’t try to pitch journalists on the day Apple, Google, Facebook, Microsoft (or those other larger beasts) are making their announcements, or you’ll be drowned out.

6– Have your own opinion. Vocalize. Be clever and smart. Maybe even a bit sassy. This builds your own brand and establishes street cred.  As with #1, follow journalists, go where they are (including on the right social media platforms), read their work, engage in conversation on the topic, the trend, the news developments relevant to your work. 

7 — News? The old adage man bites dog still rules but most times we do NOT have real “news” to offer the media. Yet clients often believe they do. Our job is to properly position the client within the larger industry and to pay attention to timely market news and trends, where the client is relevant and has something to say. Help the journalist understand that by talking with our client, they will gain greater insight into their beat.

Hopefully, you are living by these lucky seven tips (and we’re sure there are more), but if you want to discuss your US (and/or your UK) PR and media relations program needs, then click here to call to book a short intro strategy call to discuss your comms needs for 2024.

The Power of Vision, Mission, and Purpose for Scale-Up Tech Firms

by Elate Communications

Prompted by a recent piece in The Sunday Times written by Dame Karen Jones, co-founder of Café Rouge and a non-executive director of Deliveroo and Whitbread, she stressed the importance of businesses having a clear-eyed vision – the single, simple sentence that contains within it the distillation of all your thoughts. It has to be memorable, short, and you (and your staff) must be able to not only easily recall it, but enjoy saying it. It is your “What”, expressing the essence of what you are as a company, and if you aren’t clear about that, why should customers (or investors) buy into what you offer?

This is all sage advice from a business powerhouse, and is especially true of the jargon filled tech scale-up industry, where the journey to success is often paved with innovation, resilience, and a clear sense of direction. As a leading tech PR agency dedicated to supporting ambitious tech firms, we understand the critical role that having a well-defined vision, mission, and purpose plays in propelling a business forward.

Let’s briefly explore the significance of these elements and look at their distinctions.

Vision: Casting the Future

At the heart of every thriving tech firm should be a compelling vision that acts as a guiding star, illuminating the path to long-term success. A vision statement paints a vivid picture of the future, encapsulating the company’s aspirations, values, and desired impact. It serves as a source of inspiration for both internal teams and external stakeholders, fostering a shared understanding of the ultimate business goal.

Key elements of a powerful vision include clarity, ambition, and alignment with the company’s values. It should be concise yet comprehensive, motivating employees and attracting customers and investors who resonate with the company’s long-term objectives.

Mission: Defining the Journey

While a vision provides the destination, a mission statement should outline the journey and the means to achieve the desired outcome. A mission is a concise declaration of the company’s purpose, specifying the products or services it provides, the target audience, and the unique value proposition.

A well-crafted mission statement aligns the team’s efforts, instills a sense of purpose, and clarifies the company’s role in the market. It serves as a compass, guiding decision-making processes and ensuring that every action contributes to the overarching vision.

Purpose: Beyond Profit

While vision and mission focus on the company’s external goals and activities, purpose delves into the deeper why behind the business. Purpose goes beyond profit and encapsulates the positive impact a company aims to make on society, the environment, or a specific community.

A meaningful purpose resonates with employees, customers, and partners, creating a sense of shared values and a connection that goes beyond transactions. Tech firms with a clearly defined purpose not only attract top talent but it also helps them build stronger relationships with customers who seek brands aligned with their values.

In conclusion, the triad of vision, mission, and purpose forms the cornerstone of success for scale-up tech firms. A compelling vision sets the direction, a well-defined mission charts the course and a purpose goes beyond profit, infusing meaning into the firm’s activities.  As a PR agency committed to supporting the growth and communications programmes for tech firms, we recognise the transformative power of these elements and are ready to help your business not only scale but to also leave a lasting positive impact.

To discuss your vision, mission, purpose, all of which are closely linked to your messaging, and/or to discuss your communications needs for 2024, feel free to book a short intro strategy call.

As a reminder, Elate Communications is a UK based virtual comms agency focused on supporting US, British and global tech firms to grow and prosper.

Explaining Complex Technology Simply and Visually

by Elate Communications

As we power ahead into 2024, a key challenge for B2B tech companies, within this ever-evolving communications environment, is describing often complex products and propositions both simply and clearly – and helping your story more effectively ‘land’ with your time-poor target audience.

Technical jargon and abstract concepts often leave existing and prospective customers (and the media) confused and disengaged, so do you need to consider how to communicate certain ideas differently?

Here are just six areas to consider > which are also referenced in our free 12-Point Guide To Effective Communications in 2024 and beyond.

Define Crisp Messaging
Focus on bringing clarity to confusion. Take the time to workshop your key messages, so that even the most complicated tech can be articulated into compelling messages, with the associated evidence, that really resonates.

Leverage Storytelling
Turn benefits into stories. Anecdotes and case studies with relatable characters are more persuasive than specs alone. Use analogies and comparisons to bring concepts to life.

Focus on Real-World Benefits
At the highest level, try to avoid features and functions. Show how your technology solves specific pain points and delivers tangible business outcomes that organisations care about.

Bring Data to Life Visually
Aim to turn complex data into intuitive charts, graphs, and infographics that demonstrate value at a glance. Visuals make concepts and messages more memorable.

Develop Video Demos and Animations
Videos and animated explainers show your technology in action and its advantages. Seeing or hearing something will often be more impactful for a busy audience.  

Train Executives as Evangelists
Equip the leadership team and subject matter experts with the right attitude, insights, confidence and teachable skills to convey messages in conversational but impactful language, appropriate for the audience. 

In summary, the most brilliant technology solution means nothing if potential buyers don’t understand its value. Let Elate Communications help turn your complex technology into compelling messaging that sells. We enable tech firms to explain innovations clearly and visually to accelerate the sales process.

Much of the above (and more) are available in our free 12-Point Guide to Effective Communications in 2024 and beyond, which you can download here. And, feel free to book a short intro strategy call to discuss your communications needs in 2024.

As a reminder, Elate Communications is a UK based virtual comms agency focused on supporting US, British and global tech firms to grow and prosper.

Beyond Earned Media: Maximising PR Opportunities for Tech Brands in the UK & Europe

by Elate Communications

In an ever-evolving media environment, the landscape for tech brands seeking editorial exposure has over time become more challenging. While data indicates a decline in traditional media opportunities, the notion that securing quality earned media is unattainable is far from accurate. In fact, it’s still very possible, but the approach needs to be strategic, authentic and consistent. But, the decline in trade media does mean that PR pros need to work smarter and harder to connect with the right audience, by nurturing relationships and ensuring that stories and pitches are relevant and stand out.

While earned media relations still remains a cornerstone of many tech PR programmes, there are many more avenues, ideally part of a holistic plan, for tech businesses to consider as they seek to build mindshare, establish brand awareness, shorten the sales cycle and grow the business in the UK and Europe. 

Here are just five areas to consider:

Embrace Industry Analyst Relations: Establishing and maintaining strong relationships with industry analysts in the region remains important for tech firms, and is often under-valued. Analysts hold substantial influence and should not be overlooked in driving a successful European comms programme.

Website Refresh and Content: From blogs to case studies to executive profiles, a company’s website still serves as that front-door for your stakeholders’ enquiries. Does it needs an overhaul, refresh or a content update? It should not only effectively represent the brand but also reflect your agreed messaging, by providing valuable insights about your offer and what you stand for, within the context of the wider competitive landscape.

SEO Strategy: An effective search engine optimisation strategy is key in ensuring that well-crafted and educational website content receives the visibility it deserves. Maximising your approach to SEO is essential to providing exposure and amplifying your online presence. So, how confident are you that your strategy is correct and robust?

Social Media Focus: In today’s multi-channel era, a robust social media presence (organic and paid) is of course indispensable in supporting your comms goals. Consistent, on-message postings play a pivotal role in highlighting the various parts of your company, your executive team, your proposition, what the business stands for and what value you distinctly provide. Do you need to step back, and ensure that your messaging and social media content plan is on-point?

Maximise Events: Consider re-evaluating your event strategy, and upping the quantity and/or quality of the more Intimate networking-based events. Maximise your efforts by partnering with relevant media outlets, and include industry influencers to add that market validation and objective perspective. Executed well, events will provide valuable opportunities to engage with key audience targets on a personal level, improve brand recognition and help cultivate more meaningful sales relationships.

In summary, building and maintaining a positive profile and reputation goes far beyond obtaining a favourable media profile; it’s about leveraging a broad spectrum of PR activities to support sustainable brand recognition and business growth.

So, do you want to discuss how best to bolster your comms programme?

If so, don’t hesitate to contact us by email or to book an intro strategy call to discuss your communications needs. 

As a reminder, Elate Communications is a UK based virtual comms agency focused on supporting US, British and global tech firms to grow and prosper.