Consumer Tech PR

When it comes to media trends emerging and ambitious brands need to know, no one knows that better than top PR agencies. Many things are driving media changes; social media is one. But so is the decrease in advertising revenue for publications, which drives a need for publications to get creative. You’ve probably seen an uptick in publications behind paywalls; that’s but one-way media outlets are changing revenue streams. PR firms need to be aware of the entire media landscape and provide their clients with the latest best practices; after all, expertise at the heart of what a leading PR agency does. These are the top 3 media trends emerging and ambitious brands need to know.

 

2024 Media Trend #1: Lead with Top Quality Content Creation

Be prepared to contribute content. This is an especially critical need for emerging industries and ambitious brands. Since the dawn of the internet, creating content has been a critical tent pole to any strategic PR or marketing plan. The difference today is that there is more opportunity to contribute content to premium outlets, from Entrepreneur Magazine to Forbes. Not only will this contributed content provide you with a premium platform, but your brand and voice will benefit from the media cache for social proof and SEO. It’s a win-win.

To be clear, this isn’t like writing a blog post; this content is a hybrid between earned content and owned content because it still goes through a stringent editorial process. This process can be very frustrating to time-crunched CEOs or marketing pros used to writing in a promotional rather than editorial style. Lean on your PR experts for this type of content; our team ghostwrites regularly and knows how to work with editors to reduce editorial friction and increase publishing speed.

Your owned content is perhaps your most valuable asset; besides controlling the message, it’s the most prominent voice of your brand. Some of this content should include very high-quality content targeted toward stakeholders and decision-makers, while other content should be for your consumers, and yet still other content can be for your SEO. There are many ways to maximize your content output and drive it to the right people. Many brands are loath to add their blog to the home page of their site as they don’t want too many distractions on their home page. As a digitally savvy PR firm, we can appreciate that concern. We employ several strategies to overcome this concern, but one is categorizing your content to appear in the right places. Your owned content is valuable. Ensure you’re using the right content for the right audiences in the right place.

Perhaps the most important media trend media trend emerging and ambitious brands need to know: premium content is premium because it’s thoughtful and useful to the reader. One rarely gets this kind of content straight out of ChatGPT or other AI-generated content programs. That’s not to say that these platforms aren’t helpful, but it is to say it should be used strategically. Make your content stand out by creating truly elevated content. The internet will appreciate it, and so will your brand.

2024 Media Trend #2:Today’s Sponsored Content

Open your mind to the world of sponsored content. Sponsored content has been around for a very long time, too, but today, it’s a broad term that covers everything from influencer content to a single piece of content and even a multitude of storyline features in a publication. For emerging industries and ambitious brands today’s sponsored content should absolutely be in the mix.

Some outlets have expansive brand partnerships where brands sponsor a section of coverage but leave editorial oversight to the publication. In these cases, brands sponsor content that their target audience would read rather than require articles about the brand. This premium tactic elevates the brand in the eyes of editors and customers. While this is a paid opportunity, and top publications offer no quid pro quo on these arrangements, editors are aware of who their top advertisers are, and exposure to the editorial team will always help your case when you have news, as you will already have some level of social proof. Again, it’s important to understand the nuances of an arrangement like this, and your digitally savvy PR agency can help you navigate those waters.

Another sponsored content option can include a “sponsored” article about your company or your CEO. Sponsored content is everywhere. Some sponsored content is limited to a single outlet, and some sponsored content may be produced and distributed to a multitude of outlets.

For example, many outlets, including tier 1 outlets, offer brands the opportunity to control a specific amount of space completely; the brand writes this content, and the best practice is to disclose this content as an ad or sponsored. When I owned a magazine, we called this content “advertorial” because the space was purchased, but it integrated with the style of the magazine. Again, here, your PR agency can create compelling editorial-style content that will drive eyeballs and allow emerging and ambitious brands to maximize social proof.

Another form of sponsored content that’s growing in popularity is content created with an editorial style and provided to many outlets. You often see this style of content in daily news shows that always need content and are under reduced staffing budgets. An example of this is gadget reviews on TV morning shows. Some (not all) of that is sponsored. A producer will create a segment and numerous TV shows will pick it up.

Press releases can be considered sponsored content. When you send a press release and it is distributed across the web, those are essentially paid placements.

 

2024 Media Trend #3: Affiliate Content is Changing

Affiliate marketing used to be a very low-brow way of marketing a product. It was very common for affiliate marketers to create incredibly spammy content and be aggressively sell products in their content. But today, affiliate marketing has changed. Premium tier-one outlets have improved this system and upgraded it with editorial-style content that also includes affiliate links. Google punishes websites that don’t disclose affiliate links, but many media outlets find readers don’t seem more bothered about affiliate links than they are about advertising in print magazines – so long as the content is good.

Affiliate content and PR are working hand in hand these days as publications turn to new ways to drive revenue. For CPG or consumer brands, having an affiliate program is essential to productive PR coverage today.

It’s also important to understand that product PR is very cyclical. So as you consider the timing on your product PR, be sure to understand media trends and how your product fits into the media cycle. The media cycle doesn’t bend to your needs, you fit into theirs – important to keep in mind during product launch planning and other marketing programs like influencer campaigns.

A couple of times a year, I reach out to my network of consumer brand experts and agency owners to ask them what they’re telling their clients right now. As consumer brands prepare for the holiday shopping season, my SEO, PR, Content, and Web Development colleagues are urging their clients to give themselves an edge given the competitive nature of the fourth quarter.

1. Prioritize and Plan

Organic & SEO do take a bit of time to kick in, -Jason Berkowitz, Break the Web

Given that organic & SEO do take a bit of time to kick in, starting on this fully now allows you to get the heavy lifting out of the way, without stressing when the season hits.

“If an increase in non-branded organic traffic is a marketing goal, then strategizing the plan of attack today,” says consumer brand expert Jason Berkowitz.

-Jason Berkowitz, Break the Web

“Paid media …doesn’t need to get started until September.” -Steve Krull, Be Found Online

Consumer brand digital marketing expert Steve Krull is urging brands to review their content and SEO strategy now. “There are two things I will typically work with clients on as we approach the holidays – Strategy & SEO with Content. Paid media …doesn’t need to get started until September.”

Krull recommends reviewing your holiday strategy to ensure it’s keeping up with the latest online changes, and your brand’s evolution. For a well-defined strategy, start with the questions:
Define your goals & metrics?
Identify your best revenue channels?
Ask: what’s different about this year?
Are there new ideas or channels you might test NOW in order to be prepared?

For SEO, update your existing content. If you’re an eCommerce or DTC brand, update your Category & Sub-Category pages as “Pillar Pages” to attract and distribute users and organic traffic.

-Steve Krull, Be Found Online

 

2. Improve UX with the Latest Data

Data-backed strategies can make a big difference during the holiday season in 2023. -Travis McAshan, Glide Design

Travis McAshan is wildly passionate about the consumer shopping experience, “As someone who spends my days thinking about user experience design, I have a few recommendations to consider as we gear up for the holiday season in 2023,” he says.

“While there’s a list of usual suspects you’d typically hear about – improving site performance, enhancing the user-friendly aspect of your consumer brand design, focusing on mobile-responsive elements, dialing in your site security, refining your CTAs, simplifying the checkout process, and so on, I’d rather shed light on a few often-overlooked, counter-intuitive aspects,” McAshan continues.

 “From understanding decision-making behavior to using design elements strategically, each of these less obvious, data-backed strategies can make a big difference during the holiday season in 2023.” McAshan encourages consumer brands to update thier website using data and improving the UX experience with these seven tips.

1) Limit Choices: According to Hick’s Law, decision-making time increases with the number of choices available. A study by the Neilson Norman Group supports this, showing that you can improve conversions by curating your offerings instead of overwhelming users with options.

2) Emphasize Negative Space: Google’s research found that visual complexity negatively affects user perception. An ’empty’ or negative space can make your website feel clean and draw attention to key elements, improving the overall user experience.

3) Intrigue Users with a Delayed Reveal: Consumer brand experts love to leave them wanting more. A Harvard Business School study discovered that adding a slight delay or hurdle before revealing a discount or special offer increases user engagement and satisfaction.

4) The Paradox of Image Size: CXL Institute’s A/B test found that smaller product images can sometimes outperform larger ones. They allow users to see the product details and the purchase button simultaneously without scrolling.

5) Design for the Impatient: A study by Columbia Business School revealed that customers tend to choose options that promise shorter waiting times, even over more beneficial alternatives. Optimizing your estimated delivery times can, counter-intuitively, boost conversions.

6) The Psychology of Colors: Maxymiser’s study found that ‘warm’ colors like red used for CTA buttons can increase conversion rates. Color choice is more than just aesthetics – it can drive actions.

7) Leverage Social Proof: The principle of ‘Fear of Missing Out’ (FOMO) can be powerful. Software company Figleaves, for example, increased their conversion rate by 12.5% just by showcasing how many people were currently viewing a product.

 

-Travis McAshan, Glide Design

 

3. Prepare for the Holiday Season: Integrate Operations, PR, and Social Media

 

Prepare and stay flexible; that’s what Jive PR and SEO’s consumer brand experts recommend. Brittany Robertson and Jalila Singerff recommend these five steps to prepare for the holidays for consumer brands.

Anticipate and prepare for potential challenges, – Brittany Robertson + Jalila Singerff (Director of Social Media + Director of Public Relations), Jive PR Digital

1. Evaluate Objectives and Past Performance: Assess the brand’s current objectives and review the performance of the previous holiday season. This analysis will help identify successful strategies and areas that require improvement, allowing the brand to align itself optimally for success.

2. Engage in PR Activities: From a public relations perspective, prepare for holiday press placements by pitching to print press in July. This aligns with the time when editors are sourcing products for their holiday issues. Pitch to other channels such as online, broadcast, podcast, and radio during the fall leading up to the holiday season.

3. Assess Social Media Presence: Review the social media presence of competitors during the previous holiday season and evaluate your brand’s social media performance. Analyze what strategies worked and what didn’t, and implement improvements for the upcoming season. In particular, leverage influencer marketing as a crucial component to generate sales and create gift-related content. Plan budgets and identify key products for collaborations with influencers to ensure an effective campaign.

4. Optimize Website and Social Media Channels: Update the consumer brand’s website and social media channels to be optimized for the holiday season. Create new content and promotions to attract new customers and keep existing customers engaged. This can include refreshing product images, conducting lifestyle shoots, incorporating user-generated content, and utilizing influencer-driven content.

5. Prepare for Potential Challenges: Anticipate and prepare for potential challenges such as supply chain disruptions or staffing shortages. Develop contingency plans to mitigate any adverse effects and ensure that the business can continue to operate smoothly.

-Brittany Robertson + Jalila Singerff (Director of Social Media + Director of Public Relations), Jive PR Digital

4. Create SEO Advantage with Long-Tail Content and Lesser Celebrated Holidays

 

Ross Johnson, SEO expert for consumer brands is recommending  ambitious consumer brands use these six tips to stand out in search.

While long tail keywords have lower search volume individually, they often have MORE search volume in aggregate. -Ross Johnson, 3.7 Designs

mobile shopping continues to grow, especially during the holiday season. Ensure that your website provides a seamless and intuitive mobile experience, allowing shoppers to browse and make purchases easily on their mobile devices.\n\n6. Don’t sleep on lesser celebrated holidays\n\nConsumer buy presents for Hanukkah, Kwanzaa, Chinese New Year, and even Thanks Giving. These Holidays typically have much less competition while still having high purchase intent.\n \n"}” data-sheets-userformat=”{"2":641,"3":{"1":0},"10":0,"12":0}”>1. Consumer Brand Experts: Start your content marketing now, update later

You could publish articles on Black Friday, Cyber Monday, and other holiday buyers guides now and update them as you get closer to the holiday season.

2. Optimize for holiday-related keywords

Incorporate the following keywords into your content article titles,  for example: Cyber Monday 2023 Gifts for New Fathers.

– Holiday Gifts 2023
– Black Friday 2023
– Cyber Monday 2023
– Holiday Shopping 2023
– Gift Ideas 2023

3. Focus on long-tail keywords

In a competitive niche, it’s challenging to rank for generic keywords like “shoes” or “weighted blanket.” Instead, aim for more specific and detailed phrases like “colorful running shoes for women” or “gifts for people who love weighted blankets.”

While long tail keywords have lower search volume individually, they often have MORE search volume in aggregate. Be aware that this approach requires publishing significantly more content than generic keywords.

4. Leverage non-text media

Holiday shoppers are more likely to search for images, videos, Google shopping, local search, and podcasts. Optimize your images, create video reviews or buyer’s guide videos, explore podcast interviews, or even launch your own podcast to engage with your target audience through different channels.

5. Optimize your mobile experience

Prioritize optimizing your mobile experience as mobile shopping continues to grow, especially during the holiday season. Ensure that your website provides a seamless and intuitive mobile experience, allowing shoppers to browse and make purchases easily on their mobile devices.

6. Don’t sleep on lesser celebrated holidays

Consumer buy presents for Hanukkah, Kwanzaa, Chinese New Year, and even Thanks Giving. These Holidays typically have much less competition while still having high purchase intent.


-Ross Johnson, 3.7 Designs

 

5. Make Your Brand Differences Your Consumer Brand Strength

Brand expert Chris Lam reminds consumer brands to polish up their brand. Lam says two of the most important ways consumer brands can prepare for the holiday season is understanding the customer and their pain points.

Incorporate your competitive advantage into existing content and copy -Chris Lam, Chris Lam Connects

  1. Brands really have to understand their customer. We hear this all.the.time, and there’s a reason for it. What exactly are those pain points that customers are facing and that your service or product can provide a solution or ease a pain point? (It’s not always literal or point-blank obvious.) Take the time to get to know your customer. Poll them. Engage them. Ask them. Get that feedback from the people or orgs that use your product or service.2. Emphasize How You Help the Customer. I also think consumer brands also need to remember what their competitive advantage is against their competitors and highlight it, especially if it appeals and (again) alleviates a pain point for their customer. Among all the other brands that a consumer can go to, why should they choose your brand? Flesh that out, maybe even consider this as a campaign by itself. Or incorporate your competitive advantage into existing content and copy.

-Chris Lam, Chris Lam Connects

You have a new product to launch. How can you ensure consumers find it when they’re shopping? Marketing experts say the average person sees between 4,000 and 10,000 ads in a single day; everyone of them claiming to be perfectly targeted to your ideal customer. People tune out most ads. But for DTC brands, the ad addiction is real. Why? Because it’s easy to establish direct ROI. Even when brands know the ROI isn’t great, they can’t seem to get off the treadmill because they know what to expect.  And with AI emerging, there is likely to be further disruption in the consumer industry. You’ve worked so hard to create a great brand and a great product. So, if not for advertising, how do people discover new brands today?

 

Give Them a Reason to Talk About Your Brand

Because we’re so inundated with signals and ads, buyers rely on friends and family for suggestions more than ever to help them filter through the choices. Every consumer brand understands the value of reviews, but referrals from friends and family are even more essential. 27% of consumers rely on trusted sources like friends for new brand discovery. Also, the older the target customer, the more likely they are to rely on advice from friends, with GenX (30%) and Boomers (35%) relying most heavily on friends and family.

But giving your advocates a gentle nudge and a reason to share your info with friends is even more important. We see this a lot with referral codes. Still, when a customer wants to advocate for you, or want to tell a friend about you, they aren’t likely going to go digging around for a creepy referral link that makes the receiver think their friend is only recommending a brand so they can save $10. It’s icky.

Instead, think about your content and social proof. For example, write tangential content that’s interesting and useful to your customer, not just about your brand. For example, if you’re a food brand, then write content about your favorite cooking tools in your test kitchen.

Also, when you secure consumer press, celebrate it with your customers. This IS a good time to offer a promo code because it’s one more reason to say to a friend, “hey, this is the skincare lotion you asked me about; it’s on sale,” AND it comes right next to the social proof that backs up your customer’s choice to share your product.

 

Search Engine Love

31% of consumers find new products on search engines. Consumers use search engines during two buying phases: the research phase and the buying phase. You want to be present for both, because that’s how people discover new brands

First, assuming your website is well constructed, and your product pages are well designed, your next step is to embrace the reality of the internet: content marketing. With the latest advances in AI-generated content, creating content for your website has never been easier. Just be sure to review your content and ensure the quality is there because content is often a consumer’s first exposure to your brand. There are countless ways you can use content marketing. Look at the way Sarah Blakely was always the #1 brand advocate for Spanx.

Second, if you sell DTC, use Google’s product review advice to help you build content that matters to customers. Our annual guide has many tips and hints about building consumer content that will help you stand out in search engine results.

But it’s not just owned content that customers love. When potential customers search for products, they’re in the buying phase, and that’s when they’re looking for reviews that jump out at them from search results: reviews by trusted media outlets. This is really important because publishers have massive amounts of content and SEO, so their product reviews are highly visible. And it doesn’t seem to matter if the press outlet uses affiliate links, so long as it’s disclosed. We’ve had clients sell out warehouses full of product due to affiliate links. Notably, affiliate links from friends might seem creepy, but product review affiliate links from media outlets are perfectly acceptable. Why might that be? When you learn about how people view lures and rewards, that’s another reason you must allow your marketing and PR to work together when considering your DTC consumer.

Influencers Gonna Influence

We can’t really talk about DTC PR without talking about social media influencers. It’s not just younger generations turning to TikTok for product discovery. And social networks catch buyer in all three phases – the awareness phase, the buying phase, when they’re researching a product, and the curiosity phase. Ensure your influencer campaigns work for both those phases, and be conscious of how impulsive your customers are when strategizing campaigns with content creators, because buyers are increasingly impulsive on platforms like TikTok.; 65% of GenZ and Millenials make impulse buying decisions at least once per month, compared to 38% of GenX and Boomers.

 

Using these modern PR tips to capitalize on how people discover new brands and tactics will make your investment pay for itself much faster.

Consumer PR is the reputation and awareness building brands do to improve their image to the public. From purpose-driven PR to product launches and experiential PR, consumer PR gives consumers an additional positive touchpoint that builds trust, anticipation, and loyalty from consumers. Consumer PR is an effective lever for ambitious brands, particularly during hyper-growth or product launch phases. This is in contrast to B2B PR, which seeks to improve the reputation and awareness of a company within a particular business vertical. Brands know new customers buy faster and existing customers buy more often from brands they can feel good about. Consumer PR can take on many sub-forms of public relations, including:

  • Community Relations: building relationships with community stakeholders.
  • Product Public Relations: Product reviews and placements in consumer publications.
  • Purpose-Driven PR: Proactive values that incorporate social, cultural, and environmental issues.
  • Experiential PR: Opportunities for the public to engage directly with the brand in-person.
  • Integrated PR: PR campaigns that use paid avenues to create media coverage and word of mouth.

Why do companies engage in consumer product PR?

PR is the most trusted form of awareness building. Consumers trust reviews more than any other type of product awareness, like advertising. Reviews can come as online reviews, and even from influencers and bloggers or can come from media outlets. Media outlet coverage is particularly coveted because not only does it have powerful sway, it adds extra brand cache and it sticks around for a long time online. For DTC and e-commerce brands media coverage also improves SEO, a really important ingredient in online sales. Investors also like to see a brand in the media; it provides valuable social proof.

Consumer product PR can be approached from a long-term strategic process or as the consumer PR campaigns during certain times of the year.

Why would companies engage in community relations? 

Anytime a company needs its local community’s support, community relations matters. Sometimes brands want to be good community partners because it makes recruiting for top talent easier. Or maybe they want to expand, and they need City Council approval on a piece of land they’re eyeing. Or perhaps the brand values being a good neighbor to the communities in which it operates. 

Why would a brand engage in Purpose-Driven PR? 

Brands engage in purpose-driven PR for a variety of reasons. One can certainly be to improve their brand image in the eyes of their customers. You will often see purpose-driven brands publish an annual report. Not only does this report track its own progress, but it also provides the public with the progress as well. We tell our clients that strategic purpose-driven PR should be systemic, and externally virtuous, but meaty and measurable.

Why would a brand engage in experiential PR? 

When you think of cutting-edge sports, what brand comes to mind? It’s probably RedBull. RedBull became a household name through events. That’s because RedBull’s brand is inextricably tied to cutting-edge sports. Their support and engagement of some of these sports basically gave legitimacy to the X Games because competitors could finally focus their efforts entirely on their sport. In fact, RedBull created the first international kiteboarding competition. RedBull’s commitment to extreme events and competitors keeps them at the forefront of beverage brand awareness. Experiential events can be expensive, but when you consider the ROI both in advertising dollars saved and PR and brand affinity, experiential events are powerful tools in the consumer PR arsenal.

Why would a brand engage in integrated PR? 

The best integrated PR campaigns use many marketing PR levers to make an impact. An example of this would be Coinbase. In 2022, they purchased a Super Bowl ad that was nothing but a QR code. Millions of viewers stared at their screens in awe that a brand would purchase one of the most expensive ads in history and do nothing but float a QR code across the screen. But that was the entire point. In fact, for many consumer brands, the reason to purchase a Super Bowl is the added PR coverage around Super Bowl ads. Weeks before the Super Bowl, consumer brands release their ads, either to the press or the wider public on YouTube, to ensure their creative ad gets the free press it deserves.

 

Brands that build loyalty and love through PR grow faster and have higher customer retention, and consumer PR improves other initiatives such as fundraising, that are vital to a thriving brand If you’re interested in consumer PR, contact us. We’re a top-rated consumer PR agency.

If you’re counting the number of blogs that mention your company’s name to measure PR success, you’re doing it wrong. Rather than using antiquated methods to gauge PR success, you should hire a reputable consumer technology PR agency that can entice consumers while building trust and credibility. Mastering the art of consumer tech PR means tapping into consumers’ imaginations and early adopter excitement.

According to research, companies launch an estimated 30,000 new products yearly. However, a large number of those tech products (around 80%) fail to make an impact. If you want to avoid your consumer tech product being one of them, then hire the expertise of a consumer technology PR agency to ensure your tech product hits the ground running.

What Is Consumer Electronics PR?

PR is the process of anticipating, identifying, and managing public opinion. While marketing is about improving sales for a company, consumer PR is more focused on developing and nurturing the company’s image. Consumer electronics PR or tech PR is the process of maintaining a company’s tech identity online by not just telling a relatable brand story but also providing valuable information on the products and services of a company.

Consumer electronics PR is the art of establishing and sustaining the excellent image of a technology-focused company. A public relations professional’s primary responsibility is to help build and maintain relationships between a business and its consumers.

It frequently means juggling several media-facing initiatives to develop a positive image between the brand and the consumer. The PR expert will also develop lasting collaborations between a tech brand and influencers, journalists, and publications. A consumer technology PR agency can weave a narrative that works in the brand’s best interest by forming a good working relationship with various media sources.

Some other responsibilities of consumer tech PR are to share information by creating and sending press releases or letters to government officials, media houses, and even the public. By doing this, a consumer technology PR agency can help spread the word whenever they launch a new technology product or service that is developed or updated. Time and well-thought communiqué ensure that all stakeholders and consumers are always in the know.

Since the role of consumer tech PR agencies is to help build connections and promote a tech brand, the consumer tech PR staff also attends essential networking events. These events may include conferences, workshops, industry-specific seminars, corporate events, fairs, and even virtual groups to help build a clientele for the tech startup or business in person and via the written word.

Why Do You Need a Consumer Technology PR Agency?

Hiring a professional company to handle your consumer tech PR is essential because they tailor their messaging for effective communication with the target demographic. For instance, even though a consumer is interested in a particular tech product, they will still need to understand all of the features and the technical jargon that goes along with it.

Instead of confusing potential customers with jargon-rich messaging that’s unreadable at best for the layman, hiring the expertise of consumer tech PR agencies can help get the message across without muddling up the message. Forcing businesses and startups to operate in an increasingly competitive environment makes you feel the need for consumer electronics PR more than ever.

Companies operating in the tech niche also use consumer tech PR agencies to announce significant events in the company. These include launching new products or features, essential milestones, new team members, acquisitions, award ceremonies, and industry-related news. PR agencies help a tech-based company or startup convey its values and increase brand loyalty by sharing important events with its users and potential customers. Furthermore, a tech company can leverage the services of consumer tech PR agencies to show off their successes and establish their brand as an authority in a particular sector.

A consumer tech PR agency has the expertise to create buzz whenever a company launches a new electrical product or if they reposition an electrical product or another typical service. Ultimately, it’s all about making your tech company stand out.

With the electronic market booming and launching new tech-focused brands every day, it pays to hire professionals who can help get your brand’s message across. It is where a consumer technology PR agency comes in. The services offered by a consumer tech PR agency can ensure that your customers and potential buyers are always kept up-to-date on the latest technological advancements and products you have to offer.

In short, one of the most far-reaching and cost-effective ways to carry out a PR campaign is to ensure a consumer tech PR strategy covers all the tech products and services a brand offers.

Mastering the Art of Consumer Electronics Public Relations for Startups

As a tech startup, you will compete with multiple competitors for a slice of a particular target demographic. The bad news is simply ensuring you have a functioning product will take longer. For any tech business or startup, backing with a robust PR campaign to ensure your new product or feature launch can make all the difference.

By hiring a consumer technology PR agency that will leverage its rapport with industry-specific professionals, you can ensure the success of a new tech product launch or feature addition.

For instance, it is not unheard of for businesses and startups in the tech space to pitch ideas that focus not just on the product but also on the brand and its founders to pique the interest of the trade and consumer press, along with other vital drivers who will help boost the results of your consumer technology PR efforts.

Tools such as infographics, videos, illustrations, and high-end photography are essential to showcase the various features of a tech product. However, they will only be helpful if you know who to share them with. It is why a consumer tech PR campaign usually includes inviting key influencers and journalists who cover the tech space and can have first-hand experience using your product.

Having authority journalists and influencers use and review the products is a great way to sway public opinion of your tech product. It can also help consumers make more informed decisions. Furthermore, making your tech product accessible in this way can build trust by showing consumers you don’t just care about your product but also their needs. Regardless of your PR needs, hiring the right consumer technology PR agency will meticulously plan and execute the perfect PR activity with a high ROI, whether a trade show launch or an intimate rooftop party.

Hiring a Consumer Technology PR Agency?

Before hiring a consumer technology PR agency, you must make sure they can help establish and maintain long-term connections with industry leaders, journalists, influencers, and media outlets that are technology focused. It will ensure that a tech business or startup can create engaging and entertaining content by utilizing all the tools in its comprehensive toolbox. This includes case studies, thought leadership pieces, and media releases.

Apart from that, a consumer technology PR agency should also be able to provide high-quality strategic advice and crisis management solutions whenever needed, along with an analyst relations strategy. Consumer tech PR is a critical part of companies that operate within the tech sphere. It can help them establish thought leadership and credibility apart from generating buzz surrounding a particular tech product or service. The following points are just a few factors to consider when choosing consumer tech PR agencies;

A Solid Understanding – A consumer tech PR agency must have a good grip on tech-related jargon and all other aspects of the tech industry. It includes having PR professionals with the right experience and skill set to ensure that the correct technical jargon is used and not overused and that all essential features and specs have been highlighted.

Good Rapport – Another crucial factor in considering consumer tech PR agencies is hiring a company with a good knowledge of authority writers and influencers in the tech niche. In short, they should have a long list of reviewers, bloggers, podcasters, influencers, and journalists who can sway the public’s perception of a tech company or startup.

Thought Leadership Initiatives – Understanding the trends, topics, and angles that best resonate with the target demographic is crucial to success. Hiring a reputable consumer tech PR agency will ensure they can create and execute thought leadership initiatives to benefit both the consumers and the users. While many companies within the tech industry tend to publish high-quality thought leadership content relevant to their goals, the requirements of these publications may vary, which is why it pays to hire an experienced consumer tech PR agency with a strong relationship with publications and various media outlets.

If you have (or planning to launch), a technology firm using a consumer tech PR agency can eliminate the guesswork of communicating your brand’s objectives with the average consumer. The messaging that consumer tech PR agencies use is also more relatable since they can share the importance of tech products and features in a jargon-free manner that’s easy for the average consumer to understand.

Message and Tone – Once the industry-specific messaging is created to help build awareness, the PR agency can fine-tune the message to help tech startups and businesses establish trust with the consumer. By leveraging tech media campaigns with industry insights, consumer tech PR agencies are better positioned to help companies in the tech industry reach their goals and create heightened brand awareness and recognition.

Ending Note

By now, you should have a comprehensible image of consumer public relations and how they can benefit technology-based businesses. Since technology lies at the heart of everything we do, including creating a PR strategy, it pays to invest in the right consumer technology PR agency that can do all of the heavy liftings for you when handling all consumer-focused press relations.

Consumer tech PR agencies are responsible for developing and nurturing a uniform communications strategy for tech-focused businesses and startups. Find out how to create, manage, and analyze display, FaceBook, Instagram, Pinterest, TikTok, and email campaigns with AdRoll.

What sets their services apart is that the overall consumer PR strategy is spearheaded by leveraging their years of experience with robust communication strategies that can take your PR efforts to the next level.

In short, consumer electronics public relations are crucial for tech firms to get the much-needed publicity they need to stand out.

The idea behind public relations is – publicity, as in establishing a company’s credibility (and its owner). It helps by predisposing potential customers to believe the brand when a new product or service approaches. In essence, consumer PR agencies work in the same vein as marketing agencies but are more focused on building a positive image for a brand and building the brand’s image with stakeholders like journalists. Mastering the art of consumer PR means capturing the imaginations of key audiences.

What is Consumer PR?

So, what is consumer PR? The debut of Facebook marked a watershed moment in the media and communications industries. Social media has evolved as a legitimate platform that has given consumers a voice during the last five years. PR experts began to make little moves towards making it a standard practice in the field. Simultaneously, social media played an essential role in global political events such as Barack Obama’s campaigns, solidifying its position as the public’s voice.

Over time, Facebook, Twitter, LinkedIn, and Instagram evolved into forums for consumers to discuss the companies they used and liked. The flow of information changed from being controlled by the media to peer-to-peer. Brand communications evolved from a monologue to a discussion. This compelled the public relations business to realign and innovate.

Several brands conducted customer surveys during the time to develop impactful campaign tactics, but the sample size needed to be bigger, making the insights ambiguous. However, technological advancements gave the sector a digital-led data trail with a sample size of millions.

We could now analyze consumer trends, assess their reaction to advertisements, comprehend public opinion, and adjust the discourse accordingly. Data has evolved as a medium for clearly identifying the appropriate method to use with the target audience, with data-backed insights constituting the foundation of every plan or campaign.

The internet was now the primary platform for generating brand-related dialogues. It resulted in new communication channels, such as webinars and podcasts, which brought brands and customers together on a single platform.

Today consumer PR has evolved into a spider web that enables us to construct several communication layers. Owned social media channels and content creators that advance the topic through authentic branded content can supplement traditional public relations by providing live material, such as webinars created by consumer PR agencies, to reinforce the brand message.

Some new business owners may wonder and think why they should devote money from their marketing budget to public relations. They may believe their tech firm needs more significance to warrant full-fledged public relations, or they are considering adopting a PR strategy to save money. However, public relations is not a luxury or a nice-to-have for today’s tech firms. Every organization, regardless of size or stage of development, must promote strong ties with the public.

Strong consumer PR allows brands to create the narrative in discussions with customers, prospects, investors, and existing and potential employees, in addition to assisting the organization in gaining positive publicity.

Audiences can be either active or passive. Different methods will be required to appeal to each kind. An engaged audience is interested in the company and receptive to the message.

The passive audience isn’t looking for anything and may need more time to prep for the carefully planned message, making reaching it more challenging. However, the approach should be genuine and human when dealing with a receptive audience. For that, a deep dive is required before establishing a strategy, mainly because there’s no such thing as a one-size-fits-all message. A consumer PR campaign agency can create customized messages to be successful because communication is the key to corporate success.

Consumer PR vs. Marketing

Even industry pros can readily cross the borders between public relations and marketing. Public relations and marketing departments’ aims, goals, and strategies may closely relate to today’s environment.

In short, marketing is concerned with increasing sales by promoting products, services, or ideas through platforms such as social media. Public relations primarily involves maintaining a favorable reputation for a company, brand, or individual through the media.

While public relations is concerned with reputation management and increasing the reach of news items, interviews, and announcements, marketing teams are concerned with acquiring new buyers, maintaining current consumers, and storytelling.

Both are profoundly ingrained in developing brand equity, consumer loyalty, and good brand impression. Generally, there is a distinction between the audiences for whom PR and marketing teams create communications.

The audience of a marketing agency is based heavily on consumer insight research, which enables marketing companies to target specific demographics who are more likely to be interested in one particular service or product.

It means the target demographic of marketing teams is those potential customers who will purchase based on the marketing message. Marketing teams are likely to engage in digital advertising, ABM, and email marketing for segmenting and targeting specific consumers to achieve that.

On the other hand, consumer PR is a broader initiative that depends on the primary goal of a specific organization or campaign. For instance, a press release intends to introduce or inform current and potential customers about a product launch or event. In contrast, the company’s financial report or white papers are for investors and journalists. So, while marketing and consumer PR employs tactics that may be similar, they are focused on achieving different goals, which is why PR and marketing are distinct from the same department.

Major differences:

Daily Activities: Marketing and public relations specialists use their time differently. PR experts mostly for earned media and media partnerships. Marketing experts devote their efforts primarily to paid media. Both marketing and PR have a role in product launch preparation, marketing campaign creation, and client research.

Target Audience: Another distinction between the two departments is the audience they reach. Depending on the organization’s desire, the PR department addresses various audiences. They may generate a good outreach with the media, firm stakeholders, or even personnel. In comparison, the marketing department is primarily concerned with reaching out to customers and prospects.

Metrics: Another important distinction between marketing and public relations is how both departments judge success. PR professionals assess whether they successfully create a positive buzz for the firm. On the other hand, marketing might consider whether a product accomplished its sales targets or the ROI from a recent campaign.

Goal: The public relations and marketing divisions approach their duties with different objectives. PR is concerned with projecting a positive image of the firm and cultivating positive relationships with the company’s numerous stakeholders. In contrast, marketing is concerned with reaching customers and prospects and growing sales, bringing us to the next obvious question, “what is the differentiation between consumer PR and B2B PR?”

Consumer PR vs. B2B PR: Explained

In public relations, there are two major categories: business-to-business (B2B) PR and business-to-consumer (B2C). Both types of public relations entail advertising a product, service, or company to a specific audience, but there are some substantial variations between the two. The target audience is likely the most crucial distinction between B2B and B2C public relations.

B2B PR is concerned with reaching out to other businesses, whereas B2C PR is concerned with reaching out to individual consumers. The target audience in B2B PR is often a blend of company decision-makers who have the authority to purchase on behalf of their firm. B2C PR, on the other hand, aims to reach the daily consumer interested in a particular product or service.

Relationship building is vital in B2B and B2C PR since it is necessary to develop trust and credibility with other firms or customers. PR agencies prioritize long-term relationships with industry influencers, journalists, and other essential players in their target market. They may also attend networking events such as launches, trade exhibits, seminars, and fairs.

In the case of B2C, PRs typically focus on creating buzz and enthusiasm about a particular product or service. Consumer PR agencies may often work with influencers and social media celebrities to generate buzz around a product launch or promotional event.

Types of Consumer PR

The role of consumer PR agencies is to plan coordinated messages that help a brand achieve its objectives instead of just passing on information for the sake of it. You could invest in the following major consumer PR types.

Social Media and Online Communications

In today’s world of instant communication, brands must possess a solid online presence to stand out from the crowd. With an increasing consumers turning to online sources to research products and services before deciding, brands must get out a positive image via their online and social media communications. As a brand, hiring the expertise of a top consumer PR agency means you get your vision out on the best social media platforms.

Targeting Influencers and the Press

When promoting a new service or product, the consumer needs to get the information they deserve, meaning there should be a mailing list of influencers and media outlets that can help get a business the boost they need when launching a new product or service. The longer the list, the better the chances of reaching a wider audience.

Targeting press and influencers can be divided into specialty, local and national categories. Only experienced consumer PR agencies can gauge which social media influencers and media reports specialize in particular products or services. It is also common for consumer PR agencies to create influencer collaborations and partnerships to produce specific content for a brand.

Consumer PR is about more than just engaging an audience and boosting visibility; consumer PR agencies act as the translator between what the company is saying and what consumers hear. Keeping that in mind, only the top consumer PR agency will be able to work its messages in a way that complements the brand and helps it reach its goal. In today’s highly competitive business environment, consumer PR has become the most critical asset for organizations that want to position themselves for success.

Hiring the Top Consumer PR Agency

Ever since Henry Ford was a little tyke getting news on the latest in the automobile and technology relied heavily on advertising. Besides the high cost, the words of an authority figure in the niche were (and are) arguably the most influential. It’s the reason why stars such as Jay Leno and Jeremy Clarkson have carved a niche as the motoring enthusiast’s TV shows and newspapers turn to for communicating brand differentiators.

In short, their opinion sways the decisions of motoring enthusiasts across the world of automobiles. The same motivation for the connected car is also responsible for the connected consumer, who can now determine the right choice from an array of news, views, and reviews on their mobile device. In a fragmented world where the sheer number of opinions available makes it harder to distinguish the truly committed, consumer PR agencies work to shape the narrative.

More influencers, reviews, and opinions will undoubtedly exist in an increasingly connected world. Still, more messages are needed, which is where hiring the top consumer PR agency can make all the difference. AdRoll has its finger on the pulse when it comes to consumer PR. The company helps marketers and business owners do more with less when reaching the consumer. Find out how you can create, manage, and analyze display, FaceBook, Instagram, Pinterest, TikTok, and email campaigns, all from a single platform.