Tag Archive for: tech media coverage

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: tech media coverage

GLOBAL HYPERGROWTH STARTUP LEVERAGES TECH PR


TO CHANGE THE NARRATIVE WITH TECH CONSUMERS

THE PR CHALLENGE

A creative global AI powered content creation and niche content app seeks to create awareness around product launches and existing properties to increase consumer awareness and increase brand value to enhance investment negotiations. Our nimble team works alongside this hypergrowth technology company to create a lasting impact.

THE PR SOLUTION

We conduct a thorough brand audit to identify key messages, over-arching themes, and storylines for both a consumer PR campaign and an investor PR campaign. We align brand messages with cultural overtones line gender, and equity alongside technology themes like AI, content creation, and global access that strike a chord with journalists.

We create on-brand digital assets and make recommendations to existing assets to support the messaging and develop stakeholder engaging campaigns to launch four product launches within 8 months and pen many thought leadership pieces that appear around the globe on some of the most trusted news outlets in the world.

Our media relations strategy develops general population topics along with pitches for niche interests such as gaming, entertainment, publishing, social media, and technology.

The consumer PR campaign aligns with monthly product launches, each with its own consumer persona and niche interests. We implement the campaigns with an emphasis on technology and entertainment media relations and we implement monthly owned media which aligns with campaigns and product launches.

PRODUCT LAUNCH PR STRATEGY


We develop campaigns with owned and earned media designed to increase awareness for consumers while creating interest with journalists.

TECH MEDIA RELATIONS


Our bespoke campaigns use the cross-over strengths of the brand and its global community to leverage media opportunities. We activate with multiple in-house spokespersons and key influencers.

OMNI CHANNEL STRATEGY


We recommend and implement an owned media strategy that complements business goals. We also review branding assets including the website and social media accounts, to unify the brand, eliminate consumer confusion with unified messaging.

EXECUTIVE THOUGHT LEADERSHIP


We deeply engage with executives and technologists to create a thought leadership campaign that advances key talking points in investor-friendly outlets.

THE KUDOS


“Our experience with Avaans Media was more than we could have asked for. Not only did you blow us away with results, we learned so much from your team of experts. I know we will work together again.” 
-Brand Executive

THE CRUSHING RESULTS

68 pieces of earned media


in global news outlets, not including press releases in 8 months

5.36 Billion 


Global Audience Size

.00003


Cost per person reached