Judith Middleton | CEO | DUO Marketing + Communications | mail me |
Disruption and increased efficiency, at an almost exponential scale, are changing the very foundations of economies. Technology businesses face as much opportunity as they do competition.
As a consequence, technology companies need a strong public relations (PR) strategy. This strategy should boost awareness, differentiate, and amplify their credibility. However, choosing the right PR agency is crucial. In an industry as dynamic as tech, businesses should engage specialists. It’s not easy to choose an agency.
Define the objectives for your tech PR strategy
Start by asking why you are looking at PR. Technology businesses leverage PR for brand awareness, credibility, and market presence. They also use it to establish relationships, cultivate thought leadership, launch products, and more.
Your first step will be to define your goals. It doesn’t help to say broadly: “I want to do PR”. Why? It’s important not to confuse PR with lead generation. While good PR can enhance lead gen, they are not the same thing. They do not have the same price tag. Once you define your PR goals, interrogate agencies about how they plan to achieve them.
Research potential PR agencies
Be sure to seek out local expertise. Look for agencies with industry experience and a strong presence in African markets. Ensure your target agencies have proven experience in the technology sector. The tech sector has a unique set of dynamics and challenges. Consider working with a niche technology agency.
An agency that has built a team and skillset around technology businesses will be beneficial. Make sure they understand the tech world in which they operate. Finally, interrogate their understanding of PR. Beyond column space, how does their work move the needle for you?
Take the time to evaluate agency portfolios
Case studies paint a useful picture of an agency’s past work and efficacy. Look for technology brand case studies.
Browse through the agency’s client roster. Are they technology businesses? Do they represent direct competitors to your brand? Investigate the agency’s non-compete, AI, and data protection policies.
Assess agencies’ capabilities
PR is a broad discipline with many moving parts. Make sure the agency offers a full range of PR services. You need services that help you achieve your objectives. Look for content creation, media relations, and social media. Zoom in on their digital PR offering. Technology brands need a strong digital PR presence.
Then, ask about their writers. Seek out an agency with credible, senior writers. They should have a proven track record. You need writers with the confidence and business acumen to extract quality insights. This leads to top-tier, thought leadership content. Can the agency provide client testimonials? Look for reviews from past and current clients.
Research the agency’s reputation within the industry. There’s a subtle difference between an agency’s reputation among its peers and in the industries it serves. What do technology companies think?
Don’t presuppose effective tech PR strategy
Seek partners who don’t presuppose your objectives and challenges. Avoid agencies that make assumptions about the right strategy. Look for those who immerse themselves in your business. Prioritize agencies that hold in-depth strategy workshops with key business executives. This helps remove disappointment down the road.
Are you a cultural fit?
This may seem like a “soft” recommendation, but it’s fundamental to the success of your partnership. Ensure they demonstrate a deep understanding of your target market’s culture. They should understand language, business practices, and the social landscape.
Seek an agency transparent about their processes and communication. Does their communication style match your company’s preference?
Successful business relationships are built on trust and dependability. Make sure you like who you will be working with. Ask who will work on your account. Ensure you’re not being wooed by the suits and served by interns. Don’t seek a supplier for a supplier’s sake. You don’t want implementers; you want a genuine partner. The agency should immerse themselves in your organization, not be “yes men”.
It’s time to engage the agencies you have chosen
Set up meetings with shortlisted agencies to discuss your objectives. Ask to meet the team that would be working on your account. Ensure they have the right skills and experience.
Once done, send a detailed Request for Proposal (RFP). Detail your requirements, objectives, and budget. Don’t cut corners, as it will waste time. Set a reasonable deadline and wait for the magic.
Engage with the team when they present their proposal. When you evaluate proposals, consider what you get for your budget. Importantly, consider how well the agency understands your brand and industry. Look at their proposed plan of action. Consider how they’ll assemble a strategic program relevant to your business. Pay attention to how they propose working, measuring, iterating, reporting, and counselling.
Let’s get down to business for an effective tech PR strategy
Agree on the rules of the game. Understand exactly what the PR agency needs from you to get the most out of the strategy. By this stage, you will know if the agency’s fees fit your budget. Define how you will measure return on investment (ROI). Assess potential ROI based on the agency’s proposed strategies and past performance.
Make a final decision and agree on reporting metrics
Review the contract terms carefully. If there are concerns, raise them now. Once satisfied, ask yourself the most important question: How comfortable am I entering this partnership? Do I have an exit clause if things don’t go according to plan?
Metrics for reporting are critical. Advertising Value Equivalency (AVE) is no longer used to measure impact. From a broader perspective, we look at published articles, placement in Tier 1 publications, share of voice, and sentiment. At a granular level, reporting can highlight reads on advertorials and analytics from your website.
Combined marketing efforts should lead to increased traffic from direct and organic search sources. Metrics to focus on include new and total users, engaged sessions, and average engagement time.
Ultimately, the goal is trust and credibility. Sales will come if there is product-market fit and the trust is earned.
