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


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.

Four Tips To Cut Through In A Noisy Tech Marketplace


Getting noticed (by the right people) is a constant challenge for many B2B tech brands, as buyers are inundated with vendor content hitting them across multiple channels. Earning attention from your audience only grows more difficult as markets become saturated, with interconnected multiple messages from vendors pushing their wares.

Big stunt approaches may have some impact with buyers, but slow and steady over time normally wins the race.  Consistency and longevity is key for ambitious tech firms looking to stand out.  So, with the right positioning and smart outreach, your brand can capture the mindshare it needs, even in the most crowded sectors.

Here are just four tips to consider:

Define Your Niche & Message

Rather than copying competitors, find your unique angle in the market. Workshop it and/or conduct research to identify the pain points your technology can distinctively solve. You could have that sorted already, but the real work comes in as you define a set of messages that highlights your differentiator, but also importantly links to industry issues. Don’t short-cut that critical messaging stage and objectively consider if your existing messaging needs a refresh too.

Leverage Executive Thought Leadership

Build the profiles of the right executives and subject matter experts as forward-thinking, interesting and insightful. Work to develop relevant themes that connect to by-lined media articles, speaking opportunities, event and social media opportunities, to establish and build authority. Ensure your leaders are accessible and responsive to the media, analysts, industry bodies and other key influencers seeking perspectives on relevant industry topics.

Prioritise and Drive Targeted Outreach

Avoid spraying and praying. Carefully select media or analyst targets that reach your ideal personas at each stage of the sales process. With media, consider pitching niche publications initially that allow you room to dominate the conversation, and then evolve and customise your approach. Don’t be disheartened, as not every pitch or approach will succeed, so be prepared to learn and evolve.

Monitor Conversations and Insert Yourself > using different content formats

Use social listening tools to identify the right news, trends and regulatory discussions, so you can tap into relevant industry debates or breaking news moments. But, keep authentic to your position, as ‘ambulance-chasing’ will be spotted. Be helpful, responsive and provide insightful comments and resources rather than overt self-promotion.   Also, do use different and engaging content formats like video case studies, infographics, interactive short videos and animations. Test different short-forms and snackable assets for social sharing to keep it fresh and lively.

In summary, earning and maintaining brand attention can take time, but with a targeted, relevant, creative and authentic approach, tech brands can develop mindshare, authority and cut-through even in noisy markets. Patience and consistency is key, but it’s all very doable.  

So, do you want to discuss how best to cut through the noise together?
 

If so, don’t hesitate to contact us by email or book an intro strategy call to discuss how to improve your Comms programme.

PLANNING A SUMMER OF GENERATIVE AI-ONLY MARKETING? THINK AGAIN


The power of ChatGPT (and the like) has been spoken and written about everywhere and by everyone. And by now, we’ve all heard about the good, bad -and of course ‘the ugly,’ like the warning from global tech leaders that the technology could lead to the extinction of humanity.

How very like Star Trek that sounds.

However, putting aside the existential risk to humanity for now, what about the impact on tech brands, marketeers and senior comms professionals? For sure, AI is set to impact the way we all work as marketers, as it presents both opportunities and risks.

As other PR experts also say: there are risks around accuracy, bias, copyright, danger and ethics – but we’re advising clients and partners to embrace the technology, as there will be a raft of comms / PR areas where it can add value.

However, on the content development and social media side, ChatGPT and its competitors, whilst helpful on research and initial copy development, simply does not possess the human context, emotional punch and the authentic creativity of an experienced human writer – or a truly sentient being!

That means you, your team and comms agency partner must remain very much involved. You still need to work hard to create solid thought-leadership copy that a) stands out b) cuts through the noise and c) articulates what makes your brand and solution unique and compelling.

Despite the pressure to cut costs, delegating this important content activity to AI just won’t cut it.

To see why, download our Free 12-Point Comms Guide for ambitious and growing tech firms to get a better perspective on planning an effective B2B high-tech software and services comms programme.

We are still learning about how AI can help the PR profession, but we’d be interested to hear your thoughts and experiences, so do get in touch. In the meantime, have a great summer planning your PR programmes!