Tag Archive for: B2B PR

3 PR Tips for VC-Backed Startups

Startup founders often need to juggle more tasks, which can hinder growth. While understanding all aspects of their business is essential, savvy VC-backed founders know that hiring a reputable PR firm is a wise investment. These PR Strategies for VC-Backed Startups are the difference between surviving and thriving.

Why Hire a PR Company?

Venture capital is a whirlwind environment where the pace is breakneck, the pressure is unrelenting, and adaptability is paramount. It’s a magnet for spirited public relations and communication enthusiasts, but breaking into this exclusive arena is no cakewalk. PR strategies for VC-backed startups could not be higher stakes.

With few openings and rare opportunities, securing a coveted position is a Herculean feat. For those determined to thrive in this sector, a unique constellation of personality traits and skill sets is the key to success.

Founding a startup, while a remarkable feat, doesn’t automatically grant you expertise in your field. In the eyes of investors, you may remain an enigmatic outsider if your name isn’t ringing through the corridors of recognition. This is where investing in B2B tech PR becomes an invaluable asset, helping you craft a portfolio that showcases your public opinions, mentions, and influential columns in the pivotal outlets of the startup landscape.

Imagine yourself as a podcast guest, engaging in profound discussions about the future of your industry or wielding the quill to craft opinion pieces that resonate with your peers. Offering expert insights on product innovation through quotes is another way to bolster your credibility. Reputable publications do not feature articles by authors who bring nothing of substance to their readers, and journalists don’t solicit quotes from random individuals.

PR for the VC-Backed Startup

Public relations programs and public relations campaigns are frequently used interchangeably. However, they are two different sides of the same coin. A PR program is long-term and continuing, but a PR campaign is focused on a single piece of news over a specified duration and needs more organization and attention.

Many businesses want to employ a public relations firm for a single campaign when they should be seeking to hire them for a public relations program. Why? VC-backed startups wish for a firm that understands their industry and can communicate their “story” better. Since that cannot happen overnight, taking the time to develop a PR strategy is critical.

Every utterance in the media serves as your platform to catch the discerning eye of investors and customers. To be viewed as an expert is your opportunity, an explorer of audacious innovations, armed with the wisdom and audacity to sculpt a rapid-growth, triumphant enterprise. So, here are the top PR tips to manage the comms nuances of VC-backed startups.

Tip No #1: Pre-IPO

Regarding tech PR management for VC-backed startups, there are three main areas where PR firms focus. Pre-IPO, IPO, and post-IPO, it can be devastating for a VC-backed startup to drop the ball at any stage, so startups need to get it right the first time.

Buzz Building

In the pre-IPO phase, many startups operate in “stealth mode” to keep their innovations confidential. However, when you’re ready to step into the limelight, transition strategically by orchestrating a controlled information release. Use this moment to create buzz and anticipation around your upcoming IPO.

Engage PR experts to craft a compelling narrative about your journey, innovation, and market disruption. Leverage teaser campaigns, selective media interviews, and industry events to pique interest without revealing too much. The goal is to establish yourself as an industry game-changer before your IPO.

Thought Leadership

Elevate your startup’s credibility and visibility by positioning key executives as thought leaders in your industry. Encourage them to speak at industry conferences, contribute insightful articles to prominent publications, and participate in relevant panel discussions.

By sharing industry insights, you enhance your brand’s reputation and pave the way for your startup to be seen as a trusted authority in the field. This factor can significantly influence investor interest in the lead-up to an IPO.

Investor Relations

Develop a comprehensive investor relations strategy that communicates financial data and tells a compelling story about your startup’s journey, milestones, and vision.

Crafting a persuasive narrative helps potential investors connect with your company emotionally, making them more likely to invest. This narrative can be disseminated through press releases, webinars, and investor presentations. Moreover, engaging with financial media outlets can ensure your IPO story reaches a broader audience.

Tip No #2: IPO:

With the initial public offering all set up and ready to go, you need a rock-solid PR strategy to help get your VC-backed startup across the finish line.

Transparency

During the IPO process, transparency is paramount. Keep investors, stakeholders, and the public well-informed about your company’s performance, financial health, and prospects. Implement a rigorous and timely communication strategy that includes regular financial reporting, earnings calls, and press releases. Be prepared to address any challenges openly, demonstrating your commitment to maintaining trust in the public markets.

Media Roadshows

Launch a strategic media campaign to coincide with your IPO, including hosting roadshows to attract institutional investors, securing media coverage in respected financial publications, and leveraging social media platforms to amplify your IPO messaging. Engage a PR team experienced in handling IPOs to manage the media frenzy and ensure they tell your startup’s story accurately and positively.

Employee / Stakeholder Engagement

IPOs can create excitement and introduce uncertainty for employees and stakeholders. Maintain open lines of communication with your team and key stakeholders throughout the process. Ensure they understand the implications of the IPO on their equity and their role in the company’s future. Engage PR specialists to craft internal communications that inspire confidence and commitment from your team.

Tip No #3: Post-IPO

This stage involves the execution of whatever promises during the IPO are given, including commitments and business strategies that need to be met and exceeded to gain the favor of investors and loyal customers.

Sustained Visibility

Post-IPO, it’s crucial to maintain visibility and momentum. Continue to engage with financial media, participate in industry events, and share updates about your company’s achievements and strategic direction. A consistent PR presence reinforces your company’s stability and long-term growth potential, attracting and retaining investors.

Crisis Management

Anticipate potential crises and establish a crisis communication plan. PR is vital in managing and mitigating adverse events that may impact your stock price or reputation. Swift and transparent communication is critical to maintaining investor and public trust.

Long-Term Storytelling

Investor relations remain pivotal post-IPO. Cultivate ongoing relationships with your investor base through regular updates, annual reports, and investor meetings. Additionally, continue to tell your company’s long-term narrative, highlighting milestones, innovations, and your vision for the future to sustain investor interest and attract new investors as your company evolves beyond its IPO stage.

Hiring a PR Firm

In the high-stakes world of venture capital, the value of a sterling reputation isn’t just symbolic – it’s a potential goldmine, and I mean that quite literally. As the spotlight intensifies on ESG (Environmental, Social, and Governance) considerations, the heat is on for VCs to transcend the pursuit of profit and showcase their commitment to noble values like diversity and sustainability. PR strategies for VC-backed startups should come from a PR firm with experience in pre-IPO PR.

For those who convey this message, a desirable public image awaits. Who steps onto the stage to orchestrate this symphony of success? The PR company you hire. Now, let’s be clear – networking remains an indispensable cornerstone of fundraising, and no amount of PR wizardry can replace those face-to-face connections. Nevertheless, PR serves as the mighty amplifier of a VC’s reputation.

In a quest for information, investors scour the digital landscape, and if they stumble upon a VC shrouded in silence, a cataclysmic erosion of credibility and trust begins. It’s akin to standing on shaky ground. However, the plot thickens when they notice their rivals bask in the warm glow of media coverage from top-tier publications. In such a scenario, the silence is not just deafening – it’s also damning.

In the grand stage of venture capital, where fortunes are made and dreams are funded, PR is the conductor, orchestrating the symphony of reputation that can transform millions of dollars into a dazzling legacy.

How Much Does a PR Firm Cost for VC-Backed Startups?

In their quest for a sparkling public image, VC-backed startups call upon the knights of the realm known as PR agencies. These knights wield their trusty swords of communication to shape and guard the company’s brand in the eyes of the public. Now, we’re about to embark on an epic journey, a guide that will unravel the secrets of the best PR services, their price tags, and the mystical factors that influence these costs.

An alternative avenue emerges through specialized campaigns for organizations operating within constrained financial parameters. These project-based endeavors, characterized by a one-time financial outlay, typically range from $8,000 to $20,000 for B2B Tech PR. These targeted efforts are ideally suited for announcing funding rounds, product launches, acquisitions, major milestones, and other significant news stories that warrant prominence.

In the realm of PR for VC-backed startups, the fiscal landscape is as diverse as it is dynamic. An engagement with a monthly cost as modest as $5,000 for a freelancer or solo practitioner is attainable for those brands blessed with inherently compelling narratives akin to discovering a hidden gem.

However, should your strategic endeavors necessitate the creation of bespoke content tailored for access to premium media outlets, the PR expenditure may ascend to $15,000 per month or beyond, transforming your campaign into a substantial and high-impact initiative.

It is imperative to recognize that iterative efforts characterize the world of Digital PR. Pursuing newsworthy content can yield varied results akin to the capricious winds at sea. To ensure a robust understanding of your prospects, prudent allocation of resources necessitates a monthly commitment of no less than $10,000 over a span of at least four months. This approach affords the luxury of amassing a statistically significant sample of outcomes.

The cost spectrum for PR services in the United States exhibits considerable variance. Monthly retainer agreements with PR agencies span a broad range, commencing at a modest $2,500 and extending to a substantial $20,000 per month or more, even for top-rated boutique PR agencies, contingent upon the scale and complexity of the project.

Distinguished national and global PR agencies catering to the elite echelons of clientele commence, including VC-backed startups, their consultations at a premium minimum, tier of $15,000 per month, ascending significantly to reach the formidable range of $30,000 to $50,000 per month for PR agency fees.

But wait, there’s more! As you delve into PR costs, you’ll stumble upon the curious pricing structures these noble PR agencies propose. Brace yourself, for these pricing models are as diverse as the knights’ armor in the Round Table:

Retainer Fees

Imagine a monthly or quarterly feast where the company pays a fixed fee to secure the undivided attention of a team of PR professionals. It’s like having your own fellowship of knights dedicated to your cause, ensuring predictability in costs and unwavering support.

Hourly Rates

The hourly pricing model emerges when the need is sudden and the battle brief. Here, the company pays based on the actual time spent by the PR agency, much like hiring mercenaries for a specific quest.

Fixed Rates

Think of this as a quest with a predetermined reward. In the world of PR, it’s known as a project-based pricing model. For instance, if a dragon needs slaying, the PR agency charges a fixed rate for a certain number of press releases or media outreach, no more, no less.

Performance-Based

The performance-based model takes center stage in a land where results reign supreme. PR agencies here earn their keep based on the success of their endeavors – like slaying the dragon and showcasing its head as proof. If they hit the mark, they earn rewards, aligning their fate with the project’s goals.

Ending Note

There should be several preparations for your public relations campaign ahead of impending product releases and announcements, defined dates, etc. However, these strategies should be adaptable enough to accommodate for the unforeseen.

Consider COVID-19 and all the PR and advertising initiatives meant to go live during the first several months. If the plans for these had not been adaptable, they would have gone out as-is, utterly unaware of what was happening around the globe.

PR strategies for VC-backed startups must be adaptable, but teams and leadership must also be flexible. While you may want to hang on to a concept because you’ve already put so much effort into it, that doesn’t guarantee it’s appropriate in the present situation.

I have a friend who once described PR as the “dark arts,” and while I completely disagree with that assessment, what he was getting at is he really didn’t understand how PR works. Reputable PR firms are the opposite of “dark arts”; they’re very transparent. There are some tools of the trade that PR agencies keep close to themselves, but really, there isn’t anything magical about HOW PR works; it’s just a specific combination of relationships, hard work, strategy, and culture. And that specific combination takes a long time to acquire, requiring commitment to the craft. But why PR is expensive isn’t because of human hours worked. Ultimately, there is a price to the human capital, but that’s not really why PR is expensive.

So, Why Is PR Expensive?

PR is expensive because the outcomes are so important and relevant. PR’s lasting value is in improving a brand’s reputation like no other marketing lever can. For companies wanting to be acquired or IPO, your PR investment ROI could be hundreds of millions of dollars.  PR outcomes range from high valuations at IPO or during capital raises to making advertising more efficient and reducing time to sale for both B2B and B2C customers. In short, it’s not unusual for PR outcomes to be more than 10X the investment. To 10X investment, the most impactful PR aligns with trust and loyalty, which requires consistency.

For many ambitious companies, the long-term benefits of PR are sometimes forgotten, and yet that can be considerable. Due in part to high marketing budgets during the pandemic, brand valuations increased dramatically in 2023 – from 6.3% growth to 9.7% growth.

 

What is a Good PR Budget?

When considering your PR agency budget, your budget should match your goals. If you’re trying to grow your business, your overall marketing budget and PR should increase.

As of the fall of 2023, according to The CMO Survey, the average marketing budget was 10.6% of budget and 9.2% of revenues. For companies with $10-$25 million in revenue, the average spend was 15.5% of revenues. So, if you’re looking to be above average, your overall marketing budget should be higher than that. For companies under $10 million in revenue, the number was 19% of revenue. And consumer packaged goods reported spending 25% of their budget on marketing and PR.

If you’re an ambitious brand or fast-growing company, your budget could be 25% of revenue – is that aggressive? Yes. It is. Again, that’s a budget to grow considerably. A good rule of thumb for your budget might break down like this: 20% content, 20% advertising, 20% PR, 20% SEO, 20% activations.

While your distribution might vary depending on your goals – for example, if you’re raising money or looking for a M/A event, you might skip advertising all altogether and move that to PR and content. Alternatively, if you’re a consumer brand,  you might increase the content and advertising portions and focus your PR budget on certain campaigns. Emerging industries may need larger PR budgets because they need to create public and investor trust.

Based on the rates of PR agencies your budget may be higher or lower based on the experience level of your agency team. Naturally, less seasoned agency teams will be less expensive. But it’s probably more important for you to budget based on your goals.

If you’re ambitious or seeking investment or pre-IPO, your marketing budget should match those very important objectives and allocate 12%-17% of revenues or target valuations to marketing, with a third of that, at least, going to PR. Depending on whether you’re a B2B or B2C company.

How Does PR Make a Company More Competitive?

68% of CMOs reported expecting more intense customer rivalry in the coming year. In B2B segments, that number increased to 73%, with 61% expecting more innovation. By themselves, even new products don’t excite people without a story. If your company is new, you need to define a compelling story, and you need to tell it over and over. Whether you’re a tech company, or a consumer product company, PR is a key part of how people discover new products.

According to Nielson, global CMOs said brand recall was the #1 most important goal in media. Advertising is ubiquitous, and advertising is an important part of any marketing budget. After a while, ads blend in a social feed or even on TV. But if your product or CEO is in a magazine, people remember that. They might not even remember WHAT was said, they’ll remember that they saw it there. Brand recall is critical to the sales funnel. If people can’t remember your company, how will they purchase from it?

PR’s lasting impact is its value, including the fact that earned media lives forever. Less than 1% of companies ever get PR for their company, so by being in that top 1%, you’ve already differentiated yourself. Can you start a company without PR? Absolutely. Can your company thrive without PR? No. There are no household names without PR at the table, period. There are no industry leaders without PR.

There are so many ways consumer brands can effectively reach audiences today. Brands have a dizzying array of choices; it’s easy to lose track of the difference between paid content, what is sponsored content vs branded content and how does it work with PR? Even the term “media outlets” is confusing because there are so many. For our purposes today, media outlets refer to traditional publications with online versions rather than social media platforms or blogs. Today’s online and print versions (where they still exist) are radically different. There is usually a lot more content on the web version, and there are no space limitations, meaning sponsored and branded content has been democratized. It used to be that only the most prominent brands could afford to buy space in magazines like Women’s Wear Daily or People Magazine, but today, buying content on those online versions is possible for much smaller consumer brands.

 

Sponsored content vs branded content

What is sponsored content?

Sponsored content is produced in collaboration with the brand; the brand has at least some oversight.

Sometimes sponsored content includes indexed links useful to SEO. This is perhaps one of the most compelling advantages of sponsored content. It creates an inbound link from a reputable online source, and it shows up in Google searches, which enhances reputation.

Like an ad, sponsored content may guarantee a certain number of views or placement over a guaranteed amount of time. Some influencers or publications require complete creative control, especially with product reviews. Depending on the outlet, sponsored content, because it has editorial oversight, very often lasts longer, sometimes indefinitely.  Depending on the publication and the format, it will appear with “sponsored” or “ad” designations per FTC guidelines. Branded content can be an article in a publication or an influencer video.

What is branded content?

Branded content is a hybrid of editorial and paid content produced by the publication; it is native-appearing. The placement and content oversight are paid for, and in this way, it differs from earned media. Like sponsored content, branded content is far less interruption than traditional digital advertising. Sometimes branded content includes indexed and because of the editorial oversight, do-follow links useful to SEO.

How to effectively use sponsored and branded content?

The most successful sponsored content and branded does not read like an advertisement.  Instead, it maximizes the space to create entertainment value or evoke an emotional response with storytelling. Creating content that viewers want to read is why paid content is more effective than banner ads. Very often, paid content isn’t even directly about the brand, and it may be a piece of content that distills critical messages to the audience without directly pushing the company; instead, it moves the consumer’s perception of a product or a lifestyle change.

Over and over, I see paid content that feels like a giant ad, and I know it’s because someone in marketing, or maybe even an overly enthusiastic CEO read the copy and said something like,  “There’s no call to action!” or “We aren’t even talking about our product’s best features!” And so the entire piece reads like the brand website. This is such a sad waste of viewer attention. The intent is to create or reinforce the customer journey. Customers almost never buy on the first interaction with a brand, think about paid content as a first or second meeting.

Is paid content effective for consumer brands?

Branded content drives up to 86% more brand recall than traditional advertising. That’s a considerable uptick. So why does anyone do any other form of traditional advertising? The reason is that branded content works because it doesn’t feel like a strong call to action; rather, it feels informative or entertaining, or even like news.

How are branded content and sponsored content similar?

 

How to choose between brand content vs sponsored content? This might be a matter of budget. Experienced content creators like editors at sought-after publications are not cheap.  Sponsored content is often less expensive, and it isn’t usually as in-depth as branded coverage, nor is it always premium quality. Some outlets do not ever place sponsored content in a front page rotation, where they might for premium branded content.

Paid content is effective because, unlike paid advertising, it doesn’t interrupt the viewer’s experience. Very often, there isn’t even a solid call to action in sponsored content. Because there isn’t a strong call-to-action, many brands run ad campaigns alongside their sponsored content to cement brand recall, improving click rates on traditional advertisements. Like an ad, paid content may not be permanently hosted or appear in search indefinitely.  Paid content, when done well, engages the viewer for a longer period than an ad; as importantly, because the view engages with the content, they will be more likely to remember it.

We love paid content because, unlike a traditional ad, it’s usually stickier and can be leveraged in many of the same ways as earned media.

How does it compare to earned media?

Sponsored content feels more trusted than advertisements but not as trusted as independent coverage or reviews. But, like earned media, it provides a way for brands to reach viewers while they’re in the mindset to consume content or while they’re searching for information related to the brand.

Because it isn’t paid, earned media is more trusted, and therefore, more valuable. Also, earned media is permanent. We see search results for earned content that is several years old but still relevant. So earned media is far stickier.

How does it fit in with PR and content strategy?

From a PR and content strategy perspective, we like to use sponsored or branded content to kick off a campaign; this gives us some control over the message early on and guarantees some visibility and search indexing. We use paid content with many of our thought leadership programs, to help leaders develop their voice, their point of view, and reputation. We also use paid content for product introduction. It is not uncommon to see brands use sponsored content in other forms of promotion and advertising.

In short, we think a lot of paid content makes sense with a digitally savvy PR campaign.

The rapid growth of AI technology is changing how businesses operate in various emerging industries—the increasing sophistication and complexity of commercial tech present significant challenges for AI companies. Communication and comprehension have become significant barriers to market penetration.

Thus, investing in PR in today’s high-stakes B2B technology landscape can help simplify what AI companies offer and build a bridge to potential clients and stakeholders. But first, why is B2B technology PR so vital, and how can AI companies utilize it effectively?

Importance of PR in AI Companies

In the convoluted realm of artificial intelligence, communication is critical in connecting companies with their target audiences. Public relations serve as a beacon that guides audiences through the intricacies of complicated AI technology and toward the services and products various AI-based companies offer.

Here’s why PR is a pivotal player in AI companies:

Unraveling the Complexities of AI

AI is the epitome of high-tech. Its algorithms and machine learning processes are inherently complex, often creating a barrier to comprehension for laypeople. It’s in this realm of complexity that PR shines.

Through carefully curated communication strategies, PR professionals can distill complex technological concepts into digestible, accessible information. By understandably articulating the specifics of AI, PR enables audiences to grasp the immense potential and value of AI operations.

Trust Building

AI’s profound ability to process, interpret, and derive insights from massive amounts of data is both its strength and a source of public concern. Issues around privacy, data security, and ethical use of information are common in the AI discourse.

PR strategies can mitigate these concerns by ensuring transparent, honest communication about how AI companies collect, use, and safeguard data to foster trust and effectively turn potential apprehensions into assuring transparency.

Gaining Market Share

The AI market is fiercely competitive. Companies continually vie for market share, each offering cutting-edge solutions. PR can tip the scales in favor of AI companies by highlighting their unique selling propositions. Through thoughtfully crafted narratives and compelling messaging, PR can illuminate a company’s unique strengths and innovations, helping it stand out among competitors and position them as industry pioneers, paving the way for increased market share and influence.

Influencing Policy and Regulation

Despite being a revolutionary force in today’s tech landscape, AI is a relatively new field. Its novelty means many aspects of its use remain unregulated, leaving a significant margin for public concern.

PR can indirectly influence AI-related regulations and policies by shaping public opinion. By projecting a balanced narrative emphasizing AI’s ethical use and societal benefits, PR strategies can contribute to shaping an environment that supports innovation and public interest.

Effective PR Strategies for AI Companies

As the landscape of artificial intelligence evolves at a breathtaking pace, AI companies are grappling with the daunting task of effectively communicating complex offerings to potential stakeholders. To cut through the noise of the saturated technology market, they need to employ intelligent, customized, and powerful PR strategies. Read on as we discover these strategies in detail.

Audience Analysis

A profound understanding of the audience is at the heart of every successful PR strategy. Knowing the audience—be it customers, investors, policymakers, or the public—is the foundation upon which emerging industries can build compelling PR messages AI companies must be thoroughly familiar with their audience’s interests, needs, and concerns.

Companies can only create messages that resonate and create meaningful connections by grasping what drives and concerns their audience.

Storytelling

In an information-saturated world, it’s not enough to merely provide information; it must be done in a way that engages and retains audience interest. Storytelling serves this purpose.

By weaving technologies and offerings into stories, AI companies can humanize their brand and make them more relatable.

An effectively told story can transform a faceless AI company into an entity that shares common values, bridges the gap between tech and the public, and leaves a lasting impression.

Channel Strategy

With the proliferation of digital platforms, AI companies have at their disposal a multitude of channels through which they can convey their unique messages. This can range from traditional

media outlets to social media, industry blogs, and webinars. The key lies in selecting appropriate channels that most effectively reach and engage their target audience. Each platform has its strengths and best uses, and a successful PR strategy leverages the right mix to amplify the company’s message.

Regular Engagement

PR is not a one-off activity but an ongoing process of engagement. Regular interaction with the target audience is crucial for maintaining visibility and relevance in the dynamic AI industry. Regular engagement could encompass a range of activities: timely press releases, informative blog posts, social media updates, or participation in industry events. It helps keep the audience informed about the company’s latest developments and ensures that the company always stays top of mind.

Leveraging Thought Leadership

Positioning themselves as thought leaders is another powerful strategy artificial intelligence companies can employ. Thought leadership involves offering expert insights, publishing original research, speaking at industry events, and contributing to reputable industry publications.

By becoming a source of authoritative information in the AI domain, companies can boost their credibility, enhance their brand reputation, and engender trust among their stakeholders.

Role of B2B Technology PR in Emerging Industries

Earlier on, we explored the importance of public relations for AI companies and the multitude of PR strategies they can employ. At the same time, it is equally essential to comprehend the role PR plays specifically in the context of B2B technology within emerging industries. As technology continues to evolve rapidly, it paves the way for the birth of new industries and the transformation of existing ones.

In this exciting yet complex landscape of innovation and disruption, communication emerges as a crucial element. Explaining new technologies, illustrating their advantages, building trust, and influencing policy are key factors in successfully proliferating these technologies.

This is where B2B technology public relations comes into play – acting as a solid bridge between various commercial tech companies and their diverse audiences. Continue reading for a comprehensive guide to the influential role B2B technology PR plays in emerging industries.

Decoding Complex Technologies for Diverse Audiences: In the dynamic sphere of emerging industries, technologies often carry a level of complexity that can be challenging for non-technical audiences. This is where B2B technology PR becomes invaluable. PR professionals are adept in technology can simplify these complex concepts, presenting them in an accessible language that resonates with diverse audience groups, including potential customers, investors, and policymakers.

Crafting a Positive Perception and Instilling Trust: The commercial tech world is not exempt from the age-old adage – perception is reality. As new technologies surface, they often bring along a mix of skepticism. Here, B2B technology PR is instrumental in shaping positive perceptions. By transparently communicating a company’s dedication to ethical practices, security, and societal value creation, PR efforts build trust, a cornerstone in the adoption of new technologies.

Establishing Thought Leadership: In the crowded market of emerging industries, carving out a distinct space is pivotal for any tech company. This is achievable by establishing themselves as thought leaders. B2B technology PR professionals facilitate this by creating compelling content that reflects the company’s expertise, insights, and pioneering spirit. From insightful and engaging blog posts to powerful keynote speeches, PR can effectively showcase a company’s thought leadership.

Influencing Policy and Regulation: Emerging technologies often operate in a nebulous regulatory environment. In such instances, B2B technology PR holds significant sway in shaping public opinion and, indirectly, affecting policy and regulatory outcomes. By proactively communicating the benefits of the technology and addressing the potential concerns of customers, public relations can contribute to a conducive regulatory ecosystem that allows novel technologies to flourish.

Accelerating Business Growth: Ultimately, the core objective of any commercial tech company is unlimited business growth. B2B technology PR also proves to be a stalwart supporter by boosting brand visibility, attracting potential customers and partners, and nurturing lasting relationships with key stakeholders. By tailoring PR strategies to align with business goals, companies can ensure their PR endeavors contribute to growth.

In a nutshell, B2B technology PR serves as more than a communication tool; it’s a strategic function that propels business objectives, shapes perception, and fosters thought leadership. As technology continues to revolutionize, the role of B2B technology PR will undeniably grow in its significance.

So, Do AI Companies Need Public Relations?

In the rapidly evolving landscape of commercial tech, AI companies are at the forefront of innovation, transforming industries and creating new possibilities. However, with this innovation comes many challenges.

Some of these challenges are deciphering complex technologies for diverse audiences, managing perceptions and instilling trust, shaping regulatory environments, and more. Navigating these complex challenges effectively is paramount to the success and growth of AI companies.

This blog post has illustrated how B2B technology PR can help AI companies overcome these challenges. By simplifying complex technologies, B2B technology public relations can bridge the gap between AI companies and their potential audiences, enabling them to understand and appreciate these technologies’ value.

Getting your PR strategy right is the ultimate goal of any tech business or startup. Operating in a highly competitive marketplace means that tech companies must reach out to the right audience, and in an increasingly crowded tech space, this is becoming quite the challenge, especially for new startups and smaller businesses. Effective cleantech public relations focuses on a tech-savvy generation, ensuring tech brands can reach the right audience, improve sales and become an authority in their niche. So, what is cleantech public relations?

Cleantech refers to firms providing products or services that help enhance the environment’s health. Many of these Cleantech companies are in the energy industry, working to store and utilize electricity efficiently. Offshore wind energy, electric automobiles, and clean energy long-haul transportation solutions are among the cleantech themes dominating 2021.

This industry has a significant environmental effect, yet commercial benefits exist. Data from over 3,000 participating financial establishments are collected and published by the United Nations Principles for Responsible Investing. These organizations have agreed to adopt six principles designed to put environmental sustainability at the center of investing.

Reasons Why You Need Effective, Sustainable PR

Not all public relations firms are qualified to handle the unique needs of clean technology customers. However, by narrowing your search to public relations firms with proven technological knowledge, you may use pure tech PR to generate meaningful market benefits relatively quickly.

Too frequently, businesses wait for the latest news to market their products and services. However, many aspects of clean technology are already noteworthy. Instead of waiting for anything to happen, premier cleantech public relations agencies make news by publicizing innovative characteristics or processes linked with their customers’ businesses and products.

Well, the thought of clean technology public relations informs audiences and end users about the human and environmental benefits of clean technology and spotless technology products. Vital educational components can attract investors, and consumer ecological knowledge is essential in driving investments in clean technologies. A plan gives you a goal, keeps you on track to attain it, and assures you know how to achieve it.

PR strategy is critical for determining where you need to take your campaign and what you want to achieve. Industry professionals will scrutinize your triumphs and failures. The technique you choose may work in your favor by ensuring that specialists become advocates, particularly for people drawn to your firm and those who share your values.

Your PR objectives will inform you whether your campaign was successful and had the desired effect on the public and the image of your business. The most critical part of a public relations plan is that these goals and objectives be quantifiable. In short, you need the ability to select indications of campaign performance that can be quantified, quantified, and reported.

In the future, public relations experts will be given new tasks. Cleantech PR Professionals will collaborate with them to generate original material, maintain media contacts, and provide traditional PR content. While doing so, remember the additional value of your material since journalists will utilize whatever good story they come across. A PR strategy focused on cleantech PR and it’s dynamics can help you create that story.

Before cleantech companies and PR firms pour resources, they must determine what resources they will require to get the right message across. As a cleantech company, this is where you will need to investigate your industry to determine just how your brand will position your PR campaign. Hiring a dedicated cleantech PR agency can do wonders for tech startups and smaller tech-based businesses to create the right kind of hype surrounding their products or services.

Besides, a cleantech PR agency already thoroughly understands the market, including news, events, and trends. The sustainable PR firm will also know how to weed out inadequate and keep those worth investing time and money in pitching for. Depending on the topic of your campaign, your goals and objectives may differ. It could raise awareness, advertise a new product, transmit a message, or make an important announcement. Whatever your needs, having a dedicated cleantech PR agency at your side, along with a solid sustainable PR strategy, will result in better brand awareness.

Ensure your objectives are explicit, quantifiable, attainable, reasonable, and time-bound. However, your goals for a cleantech PR strategy must be concise, clear, and, even more importantly, appropriate for the PR campaign and offer value to the audience. For a successful cleantech PR strategy, all parties involved need to agree on creating a clear image for the brand they are representing and what will be the crucial focus of the sustainable PR campaign.

Effective Cleantech PR for Crisis Management

While a negative situation is something any company worth its salt avoids, like the plague, it is wise to prepare for it if they strike you with a damaging PR crisis. It is where having a dedicated cleantech PR agency at your side can help soften the blow of bad press.

Cleantech PR agencies know that working in a highly competitive and constantly evolving technology niche means you must always stay prepared for the product that didn’t perform to its standards or the disgruntled customer who likes to go to social media.

Hiring the expertise of a cleantech PR agency means that you have a devoted team of professionals who can promptly take care of your brand’s crisis communication. It can benefit any tech-based startup or business that could be destroyed by damage due to a malfunction, security breach, software failure, or workplace accident. The most effective crisis management responses combine empathetic words with actions, paying close attention to the tech-based company’s efforts during and post-crisis.

Adopting a Cleantech PR Strategy

The good news is that tech-based companies looking to create a solid cleantech PR strategy can use various tools. From tools that search through social media and company blogs to tools that help you respond to the online audience you’ve engaged with, it all begins by hiring a reputable Cleantech public relations agency.

Great Communication

A significant benefit of hiring the expertise of a cleantech PR agency is that they have PR professionals who have a stellar record. Through years of trial and error, PR professionals have garnered this skill in building and nurturing relationships with journalists, social media influencers, and other relevant platforms.

Keeping that in mind, you can look forward to the cleantech PR agency you hire to speak on your brand’s behalf at press conferences, public events, and every other opportunity they have to ensure your brand’s message reaches a broader audience. Apart from that, the cleantech PR agency you hire for your renewable energy marketing will also connect with reporters, channels, and stakeholders to ensure everybody is in the know about the brand they represent and the product or service on offer.

With staff in the traditional newsroom shrinking with time and audiences shifting to digital platforms, it pays to hire experienced cleantech PR professionals to ensure your company is always in the news for all the good and proper reasons.

The Importance of Measurable Goals

You cannot deny the importance of having measurable goals, especially regarding a cleantech PR strategy. Hiring an experienced cleantech PR agency is the only way to ensure your PR efforts will positively impact your business. In a business landscape increasingly looking for data-driven solutions, knowing what KPIs matter and having the means to track them can make all the difference.

Since measuring perception based solely on your PR efforts is unrealistic, you can track several KPIs that align with your specific goals. For example, if you fancy knowing how your PR efforts can improve brand awareness, then measuring certain KPIs, such as website traffic and an increased share of voice, can give you a finer idea of whether or not your PR efforts are bearing fruit.

Track Pitch Interactions

One experiences a rush when a pitch you outlined graces an online website or publication. You can be sure that the media placement your brand has earned will garner a lot of brand awareness and help shoot your reputation through the roof. But, all this is after you have hired a cleantech PR agency that has perfected the pitch.

The great thing about hiring cleantech PR agencies is that they know exactly what works when pitching to a niche journalist or a digital-native media company. But any PR professional will tell you that, more often than not, it will take an extended period to create a pitch that goes live.

It is why tracking the pitches you sent and the replies you’ve received makes sense. You will also want to track the number of clicks, and email opens from a particular angle because these metrics can help create a funnel for earned media mentions later on. Furthermore, tracking this metric will better understand which efforts pull in the most value and which areas need tweaking.

Ending Note

Effective cleantech public relations is critical for companies that promote smart grids, biofuels, green construction, and other alternative energy solutions in an increasingly saturated market. Although the techniques may appear to be identical on the surface, successful cleantech public relations strategies have various subtleties that they must address to achieve marketplace exposure and bottom-line commercial effects for enterprises attempting to increase awareness for their brands.

A professional cleantech public relations agency will go above and beyond to understand your company and build unique campaigns to boost your industry leadership.

B2B services are high-stakes. Whether you’re a SaaS company, or provide other enterprise services like Recruiting, CleanTech, or HealthTech, the competition is stiff, and the TAM, while it might be valuable, isn’t likely huge. And with today’s high levels of uncertainty, for B2B companies, it’s more important than ever to make the decision-making process easier than ever, secure additional investment or prepare for IPO. So how do winning B2B service companies stay competitive during times of uncertainty?

 

Thought Leadership for B2B Competitive Advantage

B2B CEOs have a bird’s-eye view of their industry and marketplace trends – they have to, so they know how to steer the company. This often includes insights that are valuable to your target buyer. If you haven’t already, now is a great time to use executive visibility to increase brand awareness. Yes, your CEO can and should champion your company, but they can gain the trust of insiders and analysts by contributing to the conversation within your industry.

There have never been more media opportunities for CEOs with distinct points of view. The opportunities are endless, from podcasts to opinion pieces and contributed insights. Take the time to create a topic calendar, and remember that podcasts often book months in advance, and contributed content usually has an editorial process that can take three weeks or more.

If your Google search “Who is [executive name]” doesn’t return pages worth of positive, reputation-building content, now is the time to remedy that. Executive visibility is critical in B2B services.

Leveraging PR as Content

Getting the interview or coverage is great, but you can make that coverage work for you when you leverage your PR. Activating your PR coverage makes it more valuable to you and is a great way to support the journalist. And just like a lot of content, you can re-use your PR for a long time. There’s no shame in sharing it repeatedly on social media. Just use your content judgment about context, platform, and frequency.

 

Owned Content For Trust That Supercharges B2B Services

B2B service companies can stay competitive by leveraging PR; from case studies to reports and statistics, B2B companies make waves and even national news with trends and statistics. General business and industry journalists share something: their love for data. Put together notable data points that you can share in your owned content and use it as a jumping-off point for topical pitches all year long.

While B2B media coverage often depends on long lead times, creating your own content is not. Use owned content to share your own narrative and improve your company’s LinkedIn presence. While we’re at it, consider launching a blog on Medium or LinkedIn. Despite what people say, you can repurpose content on these platforms and they are great inbound links and another way to get your message out to the targeted audience.

 

Be More Than Press Releases

There’s more to PR than press releases. Don’t get me wrong – press releases have a role in the content eco-system, but they aren’t useful for securing media.

For quality B2B coverage, your storytelling must include at least two of these three elements:

  • Timeliness/trending news tie-in
  • Clear audience impact/relevance/newsworthiness
  • Statistics and data which add context or change long-held assumptions

Emerging industry media coverage has an advantage regarding newsworthiness, but be careful not to fall into the lazy PR trap of describing everything as “innovative.” Emerging industries really need to craft compelling stories, and brands that differentiate set the agenda. Look at Marc Benioff at SalesForce. Over the years, SalesForce has set a lot of agendas, from employee culture to event marketing with Dreamforce. Benioff knew that great B2B storytelling spanned an array of topics, and headlines drove trust, and investor confidence, and attracted top talent – he knew not every piece of coverage had to look like a sales piece in order to be effective.

For quality media coverage, you must be ready and able to share who your customers are and how they benefit. Your case studies are critical – while no journalist will write an article based on your case studies, ensuring your spokespersons can articulate the case studies in a brand-consistent, media savvy way will make news coverage even more beneficial.

 

Times of economic uncertainty can be times for groundbreaking growth for B2B companies. Whether your company is pre-IPO or you are raising venture capital, PR is your partner and you can leverage it during times of uncertainty to keep growing when others are flailing.