The latest and greatest PR approaches for B2B tech companies
Over the years, I have observed a trend with surprising regularity: many B2B tech companies, regardless of size or reputation, do not operate from a set marketing plan. It is as if this important external communications plan is a luxury rather than a necessity.
When faced with this scenario, the usual refrain from many PR firms is, “Give us your marketing plan and we’ll build you a PR strategy.” While this is logical on the surface, dig a little deeper and you’ll find this: It’s just an excuse. An effective PR firm worth its weight in gold (or billable hours!) needs to be able to create a robust PR plan that doesn’t rely on set marketing templates. Here’s why: Proactive ideation is the foundation of effective PR
At its core, PR is about managing perceptions through effective storytelling. This requires a proactive approach, not a reactive one. Gone are the days when B2B tech PR was a simple equation: “Give us the assets, we’ll pitch them to reporters.” This transactional view of PR is detrimental to today’s dynamic landscape in the tech industry.
Rather, a forward-thinking PR firm should be at the forefront of ideation. She should regularly brainstorm and share potential news announcements, research projects, and other media-worthy endeavors. Instead of waiting for information to be fed to you, your focus should be on showing your company what and how to present it.
Themes and Concepts are the Pulse of the Story
Every company, especially in the tech industry, has core concepts or themes they gravitate towards — stories that form their brand identity. These themes are the pulse of your company’s story, the recurring motifs that your audience should associate with your brand.
An effective PR agency shouldn’t have to constantly wait to understand these issues. Once they’ve communicated, your PR team should be able to turn these core ideas into pitch angles that will resonate broadly with your key audience. If you constantly have to give them perspective, it may be time to challenge their understanding of your industry and your story.
Use Key Moments for PR Storytelling
The B2B tech world is littered with important events and data that provide huge opportunities for PR storytelling. Whether it’s Dreamforce for sales and martech fans, NewFronts for ad tech enthusiasts, or holiday season for retail tech companies, there are plenty of moments on the calendar to grab hold of.
PR agencies need to intuit and anticipate these calendar moments and connect their company’s story to these larger narratives. This way, not only will your messaging be more relevant, but you’ll also ensure it reaches a wider audience that engages with these events. While a solid marketing plan helps, PR agencies shouldn’t rely on it. Instead, their strategy should be driven by proactive ideas, an innate understanding of their company’s core issues, and the ability to weave stories into the broader fabric of the B2B tech calendar of events.
The tech landscape changes at breakneck speed, so your PR approach must also fit this dynamic. Ensuring your agency team embodies these values means you’re not just investing in external communications, you’re investing in shaping perception, managing the story, and ultimately, your brand’s success in the marketplace.
