Richard Etchison
June 26, 2018 | 10:36:59
If you’re an aspiring PR professional or even a seasoned veteran who has never worked in the tech sector, you may wonder what it’s like. Is all PR basically the same? The fact is, the public relations industry is becoming more specialized and diverse. Agencies who work in tech PR are part of an industry whose signature attribute is innovation – which is both stressful and exciting. The day-to-day work can also be different. Here’s how.
A transactional PR-journalist/influencer relationship
The tech sector’s rapid news cycle can contribute to a more transactional relationship between PR people and the journalists they know. Prominent tech reporters are compelled to grab the latest news, publish, and keep the ball rolling on to the next thing. And while tech isn’t the only sector where being first is a journalist’s goal, it’s among the most brutally competitive. Most tech PRs learn to negotiate for “exclusive” story placement on behalf of clients when it comes to funding or innovation news. Additionally, tech PR firms must nurture mutually beneficial relationships with analysts, just as they do with journalists. Here, the goal may be to score a mention in a key report in the absence of a paid relationship. A positive recommendation in a Gartner or IDC is a valuable third-party endorsements for an up-and-coming B2B technology player.
Taming the technology beast
In recent years the tech sector has faced a reputation problem, from its lack of diversity to data privacy issues. Problems vary with the individual company, of course. But PR agency teams today can face an extra challenge when it comes to poorly understood sectors like digital advertising technology or blockchain, for example. Then there are regulatory issues that demand the communication of a company position as well as internal adaptation to new rules. The recently enacted GDPR European data privacy rule challenged virtually every department in most companies, but it also offers opportunities for relevant commentaries and point-of-view content.
The need for speed
All PR moves at a rapid pace, driven by the news cycle and the speed of digital technology. But in tech PR, that pace is accelerated, for several reasons. Many tech companies are young businesses or high-growth startups, and they’re highly entrepreneurial in style and speed. The acceleration also stems from the current boom of private equity investment in tech startups. Finally, it’s the pace of innovation. There always seem to be new startups, more financing rounds, new offerings, and of course fresh technology breakthroughs. It’s also a crowded mediascape where there’s fierce competition for share of voice. That means PR teams are on their toes, reacting quickly to trending news or relevant issues or moving to fill the innovation story pipeline.
High-tech is highly “technical”
A PR pro working in any sector needs to be well versed in the language of that industry. Consumer PR teams become familiar with their clients’ products, and investor relations pros must know their way round Wall Street. But tech PR people must master a language that is sometimes more complicated. In adtech and media, for example, we assimilate terms like “native programmatic direct” and alphabet-soup acronyms like GDPR, OTT, and DMP. More importantly, it’s often the job of the PR rep to streamline, simplify, and translate the language of technology into tangible and relevant customer benefits. Tech startups in particular are known for being in love with their technology, sometimes to the detriment of the overall story. Our role is to make sure that doesn’t happen.
What tech? Where?
Adtech, martech, fintech, biotech, and greentech offer ample opportunities for corporate communicators, especially in New York, San Francisco, and Boston. If you’re a recent college graduate enamored with the cutting edge or a seasoned PR pro itching for a new challenge, a tech agency could be a great new adventure. You don’t have to be a computer geek, gamer, or data scientist to work in the sector. Most of us don’t have computer science degrees. We study and absorb knowledge as we go, and it soon becomes second nature. Technology is a beast that grows and evolves, offering a stimulating environment for public relations professionals. And lucky for us, it’s far from an endangered species.