Tag Archive for: boutique pr firm

Tech PR needs to be reinvented. Telling a great tech story today differs from what it used to be.

For the past 15 years, tech has been leading much of the conversation, so with a few press releases and a TED Talk, an upcoming and coming CEO could set the agenda. Zuck set the “let’s make an interconnected world” agenda. Steve Jobs set the “intuitive design” conversation. And while there is plenty more innovation headed our way – tech itself is no longer the story.

Emerging tech companies need to connect to the conversations their community is having or going to have in an enormous way. Why?

Today’s reporters need stories that capture the moment, not navel-gaze into the future. 90% of tech writers are curious about backend technology, but won’t write about it. Most outlets only have one tech reporter, that poor person receives over 500 pitches per day and an uncomfortable number of them are still using buzz words like “innovative”, “disruptive”, and the worst of them all, “unique.” These words now cause journalists to glaze over because they’re so overused and increasingly unbelievable. The question comes down to “WHY?”

 

So if Tech Itself is No Longer the Story…What Is?

Technology companies need to tell stories about how they’re connecting to the stories consumers are watching. Great tech stories often start with core values and it isn’t just consumers who want to know more about how you’re solving the world’s actual problems, it’s investors too – 88% of institutional investors are evaluating ESG (environmental, social, governance) with the same scrutiny they give operations and finance.

Let’s look at what people are searching for on Google:

How to Tell a Tech Story today

Look how emerging tech doesn’t even register compared to climate change and racism. There are far more reporters covering these emerging trends than the tech itself. Tying your tech story into the zeitgeist, that’s where tech companies become indelible.

Here at Avaans, we write a lot about purpose, what it is and why it’s important to fast-growing companies. Even though we are a boutique firm, we have guiding principles as well.

That’s because not only does a clear purpose give the company and the brand extra internal fortitude, but it allows consumers to connect with your storytelling on a deeper level.

Regardless of stage of growth, having purpose is the path to longevity and a connected customer base. It’s also a great launching pad for purpose-driven PR.

Digging deep to find these stories may take some time and candor about corporate culture – but these are the stories that stick. These are the stories that create memorable brands. You can’t start telling this story too early.

 

What Makes a Great Tech Story Today?

Every story needs to be:
Relevant
Inevitable
Believable
Simple

As you look at these components, you may think about how your technology fits into these buckets; resist that urge for a moment.

The first two are the lowest hanging fruit, the last two can take years. Take, for example, Salesforce. When they wanted to grow, they made a simple but audacious claim: the end of software. Establishing relevance and the inevitability of tomorrow’s cloud-based world were the simple parts. Notice how they made that claim about the user, the client, not themselves, and it was simple. The stories about how this changes business and the world are immeasurable. But, Caryn Marooney who worked with Salesforce during those early days says “it still took us years to establish true believability,”.

Set your expectations accordingly. Expect to get two to three of those messages across in the early stages. As you grow, as you show more credibility, and as trust between your company and the media increases, “Believeable” will come. Trust isn’t something manufactured in a boardroom, trust is earned.

Today, Salesforce continues to tell stories relevant to their customers and the media that aren’t about technology. Salesforce recently claimed that the “Salesforce economy will create 9.3 million jobs and $1.6 trillion in new business revenues.” The white paper is chock full of bite-sized data that an entire story can be built around the new economy, what this means in today’s labor shortage, the threads are endless and the study gives legs to talking points that can last a year.

 

The Case for Tech Storytelling Over Trade Shows

Let’s be clear – we’re big fans of tech tradeshows and conferences. Many a product has gotten media from its standout strategies at CES for example. But the coverage around CES, like any tradeshow, is diluted and noisy. Reporters at conferences are looking for clickable headlines: they want big dollars, ticker symbols, known brands.  At tech trade shows you need to stand out with remarkable, word-of-mouth activations, to give extra lift to your story – or you’ll probably share the story with 1 or 2 competitors. Sure, a trade show can give you a lift, and it can be an excellent place to connect with the media – but you simply can not rely on a trade show to do all the heavy lifting. We so often see companies make a trade show their launch or the key message for an inordinate amount of time. The fact is, trade shows give a temporary boost, but great tech storytelling goes on for decades. 

Here’s more good news: the more simple your key message, the longer your tech storytelling will last. Counter-intuitively, simple messages last longer and provide more room for interpretation.

 

A colleague of mine once asked “Why does everyone want to go viral (with their content), I want to go cancer with my content, I want it to last a long time and fight to stay,” Tech storytelling is the same, tapping into current media trends and the mindset of the customer. Core values, Purpose, a solid mission, and knowing your next 3 steps will ensure your tech story starts out great. 

If you’re looking for a tech PR agency that goes the distance with you to find the great tech stories of today and tomorrow, then drop us a note, we’d love to dig deep with you too.

 

Tag Archive for: boutique pr firm

TO IMPROVE BUSINESS OUTCOMES THROUGH ENHANCED AWARENESS. USING CUTTING-EDGE CONSUMER & COMMERCIAL TECH PR  TO DELIVER OVER 1B EARNED MEDIA COVERAGE IMPRESSIONS.

THE PR CHALLENGE

A small but growing air purification company based in Tennessee taps Avaans Media to drive awareness of their 12+ consumer products and 5+ commercial products in a multitude of commercial verticals including travel, schools, sports, and agriculture.

THE PR KUDOS

“Creative and fun to work with, and always fiercely protective of our brand…Tara Coomans is a pure professional who is excellent at her craft. She has assembled a sharp team at Avaans,”


Jeff K.
CRO

“I was initially impressed with Tara’s enthusiasm, communication skills, and professional demeanor when I met her almost 2 years ago. Since working with her, she consistently embraced change with a calm, cool approach while being dedicated to our account during a hyper-growth phase. Her unwavering commitment to our strategic initiatives exceeded anything I ever hoped for from an earned media partner. Organized and diligent, Tara is a top-performing PR pro. She has my highest recommendation and I hope to continue working with her for many years to come.”


Kristen L.
Marketing VP
Retail & Commercial

THIS CLIENT RATED US 5 STARS IN THESE CATEGORIES

Communication

Achieved Results

Responsiveness

Quality of Service

THE PR SOLUTION

Build media awareness through a strategic mix of consumer blogs and digital media publications in lifestyle verticals. Build commerical awareness through heightened awareness of case studies and trust-based owned media including white papers and brochures. Work with social media and ad buy agencies to ensure 360 campaigns.  Ensure national reputation management with media monitoring and on-going strategic counsel. Ensure key messaging consistency through internal training and ongoing media training.

Consumer Tech PR


With over 1 billion impressions in the first 8 months, our CPG PR efforts were a difference maker for this brand. Single day sales from the Today Show paid for over three months of PR services and broke records across the board.

B2B – Commercial Tech PR


With a goal of raising awareness and reinforcing trust, Avaans PR recommended and executed a carefully crafted campaign of owned, earned, and paid media.

NATIONAL REPUTATION MANAGEMENT


Our national brand, competitor and category monitoring informs corporate decisions including partnerships, product development, and U.S. trends in the lifestyle and wellness category. We’re able to zero in on emerging trends before they happen and activate with strategic pitching.

ON-GOING COAST-TO-COAST MEDIA ENGAGEMENT


Activate media calendars with personalized review opportunities for selected journalists weekly, which increased journalistic coverage as well as word of mouth.

OWNED CONTENT DEVELOPMENT


On-brand owned media, including brochures and white paper.

EXECUTIVE BRANDING


Reinforce executive thought leadership through media profiles, speaking engagements, and custom content development including paid, earned, and owned content.

AGENCY & PARTNER COLLABORATION


Work hand in hand with a branding firm to ensure consistent key messaging and partner PR agencies to ensure joint announcements are mutually beneficial.

THE PR RESULTS

1 Billion


Unique Monthly Views Through National Earned Media

150% Sales Increase


Due to a timely and trusted placement on the Today Show our client had their highest single sales day since the company’s founding in 2009.

$2 million


Earned media value in 12 months

25% 


Increase in share of voice against major household brand names.

GreenTech Environmental As See on Today Show
Lifestyle PR Firm in California
PR Firm California