PR can support your business in a multitude of ways. From building brand awareness and visibility to supporting talent strategies and sales efforts, your tech PR strategy should align with business objectives and deliver results – some of which will be more subtle than others.
Whether you’re a managed services provider, a cybersecurity firm, or a digital transformation consultancy company, here are six key signs that your tech PR strategy is delivering real value for your business.
1. Your Narrative Is Consistent Across Channels
Particularly in the tech sector, with complex products and services, clarity and consistency of messaging are crucial. Therefore, an effective tech PR strategy is one where core messages are reflected and reiterated throughout media coverage, across digital channels (including your website content, blogs and social media posts), and in sales collateral. Better still is when journalists use that messaging in their content or when you became known for your value propositions – be that outstanding customer service or innovative technology. The knock-on impact of a consistent narrative is that you build trust not only with media but also among your target audience.
2. Your Brand Is Being Talked About (In the Right Places)
More often than not, companies engage with PR firms to build brand awareness. Of course, getting mentioned at all is a step in the right direction but a clear sign of success is getting mentioned in the places that matter and which your prospective customers are reading. That means your tech PR strategy should be prioritising publications which speak to tech decision-makers or business leaders. Through press releases, interviews and thought leadership content in relevant publications, you can seriously boost brand awareness and deliver real value for your business.
3. Your PR Is Supporting Sales Conversations
PR can support the sales process in a variety of ways. By being covered in the right media publications, prospective customers are likely to find you easier when doing their due diligence or research online. Furthermore, being recognised by a third-party source adds considerable authority and credibility. Generating a radio interview or national piece of coverage can also result in inbound enquiries directly to your website – so keep an ear out for how people came to discover your brand. Sales teams can also lean on a good tech PR strategy by using the content they generate, including research findings or customer case studies. When done right, PR can help to shorten the sales cycle by reinforcing trust and authority before you’ve even had your first conversation.
4.You’re Attracting the Right Talent
Tech talent is in high demand, so having a strong employer brand is hugely beneficial in terms of attracting (and retaining) the best people. Again, like customers, prospective employees will search for your company online. If your tech PR strategy involves sharing CSR stories with media and talking about staff initiatives on your website, it helps to create interest in your business as a place to work. This can also save you time as if your employer brand is clear and consistent, you are likely to get CVs from people who share your company values.
5. Your Digital Metrics Are Up
The connection between PR and digital performance or strategy is often underestimated. But when coverage hits, it can trigger real online momentum. That’s why it can be useful to keep an eye on website traffic when a big announcement is being sent out to media or an interview has appeared. Generating media coverage including backlinks is also an indicator that your tech PR strategy is enabling business success. As well as improving your domain authority, it drives people to your website and further along the sales funnel.
6. Stakeholders Are Bought In
Measuring the effectiveness of your tech PR strategy isn’t just about increased mentions, enquiries and website visitors, it also comes down to perception and engagement within your organisation and among your stakeholders. When your efforts are working, you should see leaders sharing press coverage and getting engagement on social media. You may also find people in your own network, including partners, commenting on your increased presence in media or at events. This serves as recognition of your PR activities contributing towards strategic objectives.
Whilst PR can be challenging to measure and does take time to gain momentum, there are clear and measurable signs which demonstrate its effectiveness and value for your business. From media coverage in the right places to improved hiring and sales efforts, a well-executed tech PR strategy has the power to elevate your brand, supporting and driving real business impact.
Not seeing these signs yet? It might be time to reassess your strategy, refine your messaging, or partner with a team that knows how to cut through the noise. Get in touch with Comit today!