Category: Enterprise Technology

Don’t get left behind: Six essentials for your 2026 PR planning

by Elate Communications

For ambitious scale-up tech firms operating in the US, UK, Europe and beyond, cutting through the noise is getting harder. Budgets are under scrutiny, buyers are more selective and media attention is thinner than ever. Journalists are time-poor, inboxes are saturated and AI-generated content is adding even more volume to an already competitive landscape.

Against this backdrop, meaningful PR impact doesn’t happen by chance. It comes from early planning, tight alignment with marketing and a strategy built around clarity, relevance and flexibility. As 2025 begins to close out, now is the moment to get your 2026 programme into shape.

1. Use Q4 to your advantage

The final stretch of the year (and early next) is when product, pipeline and marketing plans consolidate. Get internal teams and agency partners aligned around what’s coming in 2026. Hold structured planning sessions to refine objectives, audience needs, core messages and upcoming opportunities.

2. Give your PR programme a health check

A strong 2026 plan starts with honest reflection on your current one. Assess what truly worked this year and why. Examine where PR influenced awareness, credibility or pipeline, and where it didn’t. Review media engagement patterns, message traction and campaign performance. This will helps you refine strategy, sharpen messages, re-focus KPIs and decide where to focus effort next year.

3. Ensure PR and marketing work in sync

High-performing tech brands integrate PR tightly into their broader marketing ecosystem. Your PR strategy should reinforce, not sit separate from, product marketing, content, digital and partner programmes. Shared messages, shared goals and shared execution create a multiplier effect across earned, owned and paid channels.

4. Refresh and re-energise your messages

Markets shift quickly, and buyer priorities evolve. Revisit your corporate and product messaging to ensure they remain differentiated and aligned to current customer pain points. Pressure-test whether your messaging still reflects your value proposition and competitive edge. And make sure your spokespeople are confident in delivering it with clarity, personality and authority.

5. Secure the right resources — and the right buy-in

Ambitious PR needs realistic resourcing. Start budget conversations early with leadership and finance teams, ensuring expectations match capacity. At the same time, clarify the role of your agency partners and identify any internal skills gaps to address ahead of 2026.

6. Build in flexibility

The past few years have shown how fast market conditions can shift, product timelines change, customer sentiment moves, new competitors emerge. Leave room in the plan for testing, iteration and new narratives. Agility, combined with strategic consistency, is now a competitive advantage.

Final Thought

A successful 2026 PR programme hinges on six core principles:
Preparation; A clear health check; Marketing alignment; Messaging clarity & Budget realism.

And above all, the flexibility to adapt when the unexpected inevitably arrives.

With the right structure and support, 2026 can be a breakthrough year for your brand’s visibility and influence in the UK and Europe.

To discuss your PR planning for 2026, click here to book a short intro strategy call.

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.

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.

ELATE SECURES GREAT CLIENT WIN IN THE AI B2B TECH SPACE

by Elate Communications

We are delighted to say that we’ve been appointed to support the UK and European PR for H2O.ai, a leading Silicon Valley based AI technology software company. We’re excited to help the firm communicate the commercial benefits of a strategic AI and ML approach to digital transformation amongst enterprise European CIOs and business function heads.

Stay tuned for more new client wins!