A brand’s public image can make or break its success. Whether that brand represents a company, politician, or celebrity, it can’t achieve its full potential without a carefully orchestrated public relations (PR) campaign conveying its message to consumers.
Today, technology is a vital part of every business. Technology also provides the methods PR experts use to relay information and shape public perception. Let’s explore how working with a technology-based PR agency benefits companies and individuals who need a PR team to market their brand.
Technology PR experts understand technology.
Technology involves using scientific knowledge to perform practical tasks. Significant technological advances make it easier and safer to complete responsibilities. The first personal computers were introduced less than 50 years ago. Since then, computers have changed the way people work and communicate. Computer literacy is essential in most career fields today because computers have transformed industries and communication methods. Technology PR experts are more than computer literate; they’re computer savvy. While others may feel overwhelmed by new social media platforms, technology PR experts welcome new communication channels and master these platforms to determine the best way to use them to achieve client goals. Traditional PR experts may struggle to understand standard tech terms or how to phrase content to appeal to high-tech consumers. Technology PR experts understand technological terms, enabling them to communicate effectively and target high-tech clients with relevant information.
Technology PR experts have exceptional media contacts.
PR specialists develop and maintain contacts with media outlets and publications and most industries have specialized publications focusing on their field. Traditional PR specialists may have contacts with national, state, and local publications and media outlets and some specialized contacts developed to meet a specific client’s needs. Technology PR experts prioritize establishing contacts in the tech field and don’t have to research technology publications or tech-related media outlets to find suitable venues to approach. When technology PR experts need to relay information through media channels, they already have a viable list of contacts they can use to relay their client’s message to the ideal audience.
Using technology increases efficiency.
Technology enables PR experts to relay information faster than ever before. While consumers understand an email reaches its destination faster than a letter sent in the mail, the other ways technology improves efficiency aren’t always obvious.
Data mining and analytics are essential business skills in today’s marketplace. Data mining and analytics involve gathering large volumes of data and processing that data to find meaningful patterns and insights. PR agencies benefit from data mining and analysis because they can use meaningful insights to modify PR campaigns while they’re underway, saving time and money as they refine their approach to produce optimal results.
Since embracing new technology and technological processes enables technology PR experts to adapt in real-time based on meaningful campaign data, technology PR experts don’t have to wait until a campaign’s complete to identify and correct weaknesses or unexpected results. Technology PR experts can also shift emphasis and redefine goals due to unforeseen events. For example, if tech PR experts are working on a campaign for a device that’s recalled due to a faulty computer chip, a sales campaign may become a damage control campaign to reassure consumers about the brand’s history of producing exceptional products. Since campaigns can adapt in real-time as needed, technology PR experts can adjust and meet goals more efficiently.
Technology PR experts understand the tech market.
The most effective PR expert for your industry is one that understands your market. Technology PR experts are immersed in the technology industry, ensuring they understand the tech market inside out. They can effectively speak to consumer needs because they understand marketplace demands and industry trends and use that knowledge to communicate how their clients’ products address those needs.
A technology PR agency gives you credibility.
The PR agency you work with shapes your image in more ways than one. Consider successful search engine optimization (SEO) strategies. Effective SEO strategies increase a website’s domain authority (DA) score, and raising the site’s DA score is how websites rank top on Google search results page (SERP). One of the tactics used involves outbound and inbound links leading to and from high-ranking industry-relevant websites. Connecting a website to reputable sites through links lends credibility to the site trying to boost its DA score.
Hiring a technology PR agency delivers a similar result. Working with technology PR experts shows you understand the significance of technological knowledge in the PR field and work with industry experts. Consequently, you’ll increase tech companies’ confidence in your business because the experts representing your brand have relevant industry knowledge, conveying that you work with qualified experts in your field.
Capitalizing on the skills and knowledge of technology PR experts ensures that your business representatives understand the technology and the tech market and have suitable media contacts. Your tech PR agency gives you credibility and understands how to capitalize on tech trends to increase efficiency, saving time and money while achieving your PR goals.
