Many outside this industry perceive PR as effortless, straightforward, and elementary-but technology PR isn’t always smooth sailing. Businesses often get stumped trying to express their products to external sources in the most beneficial way, and this is often why they require a PR firm.
In our modern day, consumer perception is crucial and can make or break a product, regardless of its effectiveness. Thankfully, there are ways through which companies can maximize the benefits of PR.
Always do your research
What is frequently overlooked by business owners are the beginning stages of doing proper and effective PR. A pivotal step is taking the time to target the right sources in order to reach a specific audience.
Simply reaching out to the biggest and best outlets isn’t always the best way to capture a consumer group. While yes, popular names like The New York Times, Forbes, and CNN definitely get the word out there, they are not always the best course of action.
There are countless additional niche targets that could be both easier to land and more advantageous in terms of audience. Technology PR often requires niche outlets who focus on the R&D of technology and whose readers are of the same interest.
By taking the time to find sources that focus on technology, and the various subcategories of technology, businesses will more effectively gain publication and exposure.
Paint the right picture
There is no clear method or formula to how technology PR teams build their campaigns. Each client and company has a unique edge to its product, and the way they communicate it can affect brand identity. For example, using the enthusiastic words of a CEO to describe their product doesn’t always translate well to news outlets or consumers.
A CEO may relate a product in a technical way, or more through its business aspect, because that is how he or she understands it. However, a journalist, news reporter, or consumer may not be so receptive to that tone.
As such, it’s important to focus on painting the picture of a product for the eyes of the consumer. When reaching out to news sources, or even directly to the customer, it is critical to create excitement in those covering a product or company.
That excitement is then transferred into the writing itself and reaches the end user. All in all, it is important to instill a sense of desire in the customer and through a focused type of writing or portrayal, that can be achieved.
Think outside the technology PR box
A wonderful aspect of technology PR is that technology has become an essential part of our culture today. With that comes so many opportunities to relate a technological product to the news, pop-culture, social media, functionality, and everyday life.
PR is not just the promotion of a company or product. By connecting a product with current events, trends, and relevant topics, it becomes more relatable and compelling to those you are trying to capture.
This being said, when handling PR, keep in mind what is happening in the world and how you can create a relationship between a product and a common denominator.
An important point to keep in mind when conducting your own PR is the idea of unconventionality. At the end of the day, humans are creatures of habit and comfortability, even in the way we think. This sense of tunnel vision can hinder PR efforts by not exciting those being pitched, especially in a technological age like today.
It can be very easy to get lost in an inbox where an individual trying to be reached is bombarded with people doing the same thing as everyone else.
By pursuing the unconventional options, whether certain platforms of exposure, extraordinary topics, methods of contact, etc, using these different methods will differentiate your brand. Using such processes will separate you and your tech companies PR from others pursuing mainstream methods.
Public relations is not an easy playing field, it takes persistence and talent to be able to communicate in specific ways to target certain groups. Unfortunately, using a professional PR firm isn’t always in the cards, in that case it becomes necessary to learn for oneself.
Understanding the points listed and applying them to one’s company or product can encourage more than just brand acknowledgment, but a better understanding on how to integrate consumer perception into a company.
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