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Finding PR agencies isn’t easy. Finding a tech PR agency that provides measurable results is even harder, because it’s so specialist.
Top five things to look out for when selecting a Tech PR agency!
1. Expertise in PR and B2B tech
Above all else, you need a Public Relations (PR) agency that lives and breathes B2B technology. They should understand the challenges and opportunities of telecoms, cybersecurity and IoT networks. Know what a DDoS attack is, and grasp the complexities of the channel.
Crucially, they should be able to explain these concepts in plain English. For PR to be effective, you need an agile agency that can adapt quickly. They need to eliminate jargon, and present stories to the press in a ‘ready to run’ format.
2. Strong relationships
Your agency must be able to call a journalist and secure coverage for your story easily. However, it’s not just about the number of press contacts; it’s about having meaningful relationships with the media. A great agency commands the respect of the press. Meaning journalists know that any story from your agency is worth hearing and promoting.
Media relationships aren’t the only important connections. Your agency should also build strong relationships with your spokespeople. Helping them feel comfortable with the press, guiding and coaching them, and drawing out stories that attract media interest. This will elevate your authority and trustworthiness.
Note: If you need international coverage, choose an agency that collaborates well with others or can achieve global reach independently.
3. Transparent PR agency
Transparency and honesty are essential. A reputable agency will provide an honest assessment of your PR potential. Some agencies may decide not to take on your account if there isn’t enough substantial content to work with. This isn’t a reflection of your business’s value but rather an admission of the difficulty in generating newsworthy content.
Good tech PR agencies will provide you with what you can expect for your budget. They should consider your business to see how much news you naturally generate. Then compare with how much needs to be crafted to secure additional coverage.
They’ll also know how often your field of expertise is featured in the press. And, set realistic benchmarks for how much coverage you can expect.
On the other hand, many agencies thrive on creativity and relish the challenge of composing compelling stories. These agencies will use innovative and lateral thinking to find unique angles and narratives to promote your business effectively. They will work with you closely to develop thought leadership pieces and create news that resonates with your target audience.
A good tech PR agency will balance realistic expectations with creative strategies to maximise your media presence. They should be honest about the potential challenges and committed to finding the best ways to get your story noticed!
4. Agile approach to tech PR
No matter how long you’ve been in PR, seeing a story in print and digital always gives a thrill. It’s addictive. That’s why we think you’ll be able to spot an agency that thrives on results, a mile off.
An agile Tech PR agency needs agile tech companies. Your agency will keep its fingers on the pulse, will monitor technology industry issues and identify hot topics. This goes beyond simply using Google Alerts to track current trends and news stories!
However, you need certain elements to make it work cohesively. Customer stories, interesting research, exciting news and controversial opinions will all contribute. But this is easier said than done.
A good tech PR agency will want to know that you are adaptable in your thinking. That you’re willing to react quickly to seize opportunities that didn’t exist 20 minutes ago. This agility gets results and distinguishes a good agency from a great one.
5. Integrating PR & marketing
PR is a big commitment, so consider how the PR generated can support other marketing initiatives. If you research to create a news story, your agency should advise you to create a report summarising the findings. They should also ask you to produce infographics with the key stats for social media.
From the outset, consider how your investment will stretch. And, what additional expertise the agency has beyond PR.
Can they assist with lead generation, provide a strong design team, and build a PR strategy with measurable results?
Integrated marketing is so important today and a tech PR who gets this is worth their weight in gold.
Conclusion
Finding the right tech PR agency is no small feat. More so, when you need one with a deep understanding of the tech sector.
As you navigate this process, keep these factors in mind. You’ll be well on your way to choosing a tech PR agency that meets your needs. And, can deliver measurable results.
The Essential Agency are experts in Tech and PR – Do you need help securing impactful PR coverage?