Innovation is constantly occurring in the fast-paced world of technology, where companies are always introducing new products and services that can totally transform industries and boost the quality of lives as well. However, the more complicated a product is, the difficult it is to offer an explanation regarding the value to the target audience; hence, a tech PR agency lends you a helping hand. The specialized agency emerges with a superpower that translates complex details into catchy narratives that can connect with media, investors, and customers as well. How does this power make things easier for the public? This playbook will reveal.
Bridge The Knowledge Gap
The biggest hurdle in tech PR is the huge knowledge gap. The thing is, the vocabulary of engineers and developers consists of features, specs, and algorithms, while the target audience, including journalists, the client is trying to reach, lacks an intricate understanding. Hence, a tech PR agency makes it a point to become a bridge to translate the terminology into accessible, interesting, and a language of benefits to draw consumers.
Phase 1: Deep Immersion and Discovery
The PR team must become closely familiar with the client’s services and products:
In-Depth Sessions
These sessions go beyond a simple demonstration of the about-to-be-launched product or service. The PR professionals require in-depth sessions with the managers, engineers, and R&S teams behind. They must ask questions such as
- The core issue the product solves
- The technology used and how it works at a massive level
- Any key differentiators from rivals
- What was their vision behind its creation
- Plans and possible applications
Target Audience Analysis
They should invest time in understanding who the product is for, as that is equally necessary for the product itself:
Who are the early adopters?
What are their weaknesses?
How does this product elevate their lives and workflows, too?
What channel do they usually consume information from?
Review of The Landscape
Their teams should review the landscape to know where the product fits in the market to assist in positioning:
- What are rivals doing?
- What communication strategies do they follow?
- In what ways can the client’s product stand out?
Phase 2: Crafts the Narrative
After the tech PR team receives their answers, the next phase is to draft the compelling story:
Identify The “This Is It” Moment
Every product or service has a crucial benefit where its value becomes crystal clear. The PR team must identify the “This Is It” moment and start constructing a narrative around it, often the solution to a big pain point.
Humanize the Technology
Their teams must remember that people connect with stories, not just specs
Case Studies
Searching and showing case studies work as a piece of evidence of how people or businesses benefit from the product.
Founder Story
The story of the founder, what provoked them to come up with this concept. The passion, the issue, and the vision can be very attention-grabbing, as you never know who finds it relatable.
Analogy and Metaphor
Whenever there are complicated concepts, agencies should compare them with something that the audience is familiar with. For instance, explain cloud computing as “electricity for your data”.
Focus on Benefits
Yes, features play an important role in grabbing eyes, but don’t stick to that. Instead, focus on the benefits the product or service offers. Rather than focusing, “Our software has AI-powered automation”, try saying, “Our AI-powered software looks after challenging tasks, ending the stress off your team and allowing them to concentrate on strategic initiatives, saving many hours per week.”
Develops Key Messaging Pillars
Their teams should create 3-5 to-the-point messages that define the product’s value and make sure to use the same consistently across all the communication outlets, leaving no room for confusion or doubts
Phase 3: Reach the Right Audiences
Once the story part is sorted, it’s time to share with the world, but in a strategic way:
Customized Media Outreach
Every journalist has a different niche, therefore, agency representatives must identify reporters who are famous and experts in covering the technology segment
Personalized Pitches
Avoid wasting time on generic pitches, as they are usually ignored. Each pitch must be personalized to the journalist’s understanding and recent blogs, to explain why this story is relevant.
Exclusive Opportunities
If the team wants a higher impact, they should offer exclusive interview opportunities to the most prominent media outlets.
Position As Thought Leadership
To position their client as thought leadership, the agency representatives must do the following:
Ghostwrite Articles
Their writing experts should ghostwrite articles for the relevant industry publications under the name of the executive.
Secure Addressing Slots
Secure speaking or addressing slots for the executive at high-scale conferences and related events.
Webinars and Podcasts
Arrange participation and interviews in particular webinars and podcasts, which their industry people prefer listening to and attending.
Use A Variety of Content Formats
Drafting a press release is just a small part; the actual hard work lies in using the variety of content formats, which they should do in the following ways:
Video Demos
Through videos, visually explain the working of the product and the benefits that will add value to the lives of the consumers.
Infographics
Infographics are a pretty easy way to present your client’s data; therefore, use the resource to simplify complicated data and procedures.
Blog Posts
With the help of blog posts, their teams can describe the particular features that keep the product or service distinct from other competitors, use multiple cases, or even industry trends.
Run Social Media Campaigns
An excellent way to engage with the target audience is by running campaigns on social media. People will see the product or service, and if interested, they will message you to learn more.
Conclusion
This is how a tech PR agency playbook works. forcing similar companies to seek guidance from them, or else their clients’ service or product will fail before seeing the light of day.
