Fifty-nine percent of PR pros feel that technology will drive considerable change to the industry — USC Annenberg, 2019
To understand tech public relations, you must first understand what PR actually is. According to PRSA, PR is “a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” Now, let’s break that down.
- PR is about building and maintaining relationships with the media.
- One way that PR professionals analyze media is based on SWOT analysis, focusing on a person and/or company’s strengths, weaknesses, opportunities and threats.
- At our core, PR pros are communicators.
There are many different areas of PR that one can go into. Whether it be crisis communications, internal relations or media relations, one thing is for sure: Tech PR is different than the rest. Here are a few reasons why:
Tech PR Targets A Niche Audience
The difference between traditional and tech PR is that tech PR targets a very niche audience. While traditional PR still has a target audience, it’s likely to be a broader spectrum.
PR is becoming more specialized and tech PR is one of the branches of the evolution of our industry. Not only do PR firms “need a firm grasp of how to grow and manage the reputation of your brand, but they also require an in-depth understanding of current technology trends,” according to Publicize.
An in-depth understanding of current technology is imperative in tech PR, which is why this next reason is essential to being successful in this industry.
Technology Itself Is Essential For Any Successful Business
Technology is constantly changing, and in today’s digital world, you can’t have a business without adapting to the change. PR professionals are communicators and one part of this is communicating with customers/consumers.
As the face of a brand, PR professionals want to ensure that the public knows why your product or service is the best. By staying up-to-date on the newest technology as a tech PR firm, you can leverage this when pitching a product or service, so that others know your offerings are best-in-class.
People also consume news every day on their electronic devices. We’re constantly using them as a resource, so it’s important to focus PR efforts on both technology being an enjoyable part of life as well as a necessity for today’s generation.
This leads into the next reason why tech PR stands out from the rest.
Tech PR Helps Position You As An Authority
According to the Merriam-Webster dictionary, an authority is someone who has the “power to influence or command thought, opinion, or behavior.” Positioning yourself as an authority takes time.
To be a true authority, you need to provide value to others, engage with your community, and build authentic relationships. This is where PR comes in.
PR allows you to develop relationships with other journalists who will help build your authority. These relationships influence how much traction your website receives and ensures that the information about you or your product is positive and is reaching the right audience.
Lastly, once these relationships with journalists are formed, they’ll likely want to stay up-to-date on all things news-related for your company. The more information out there, the more of an authority you are!
COVID-19 Has Revolutionized Tech PR
As companies transitioned to solely working from home, new technologies were created and others adapted to the needs of work-from-home professionals. Now, as we’re seeing the light at the end of the tunnel, many companies have announced hybrid work or the end of working from home, which means the technology may soon be changing again.
As more resources are needed for hybrid work and other companies like Google begin offering permanent remote work opportunities, technologies will come out to help make this transition easier.
PR pros need to be mindful of what’s going on in the world, while simultaneously showcasing the work that is helping us all get through these difficult times.
This is where corporate social responsibility (CSR) comes into play. More than ever, we’re seeing people choose whether or not they want to associate themselves with a company based on the philanthropic work that they do.
If your company is donating a portion of proceeds to COVID-19 relief efforts, it’s important to make that known, not only from a PR standpoint, but also because it can help influence others to do the same.
Overall, traditional and tech PR differ in many ways. Whether it be through leveraging your work to become an authority, adapting to the changes and needs of users or branding yourself to a niche audience, we’re seeing a need for technology more than ever, which is both exciting and empowering for those in PR. Technology is driving our industry and it’s up to us to make this a positive driving force for others.