Tag Archive for: tech PR

How Much Should Hypergrowth PR Budgets Be?

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Key Takeaways

  • Defining Hypergrowth and Investment Needs: Hypergrowth companies are characterized by a compound annual growth rate (CAGR) of 40% and often need to reinvest heavily in product and talent. To support this aggressive growth, their PR and marketing budgets should reflect their ambitious goals, often exceeding average spending benchmarks for traditional companies.
  • Importance of PR as a Long-Term Investment: Unlike short-lived marketing initiatives, PR has a longer shelf life and is viewed as a more trusted form of marketing. A well-planned PR strategy can yield ongoing returns, contributing to various aspects of the business, including talent acquisition, capital investment, and customer loyalty.
  • Strategic Budget Allocation: Hypergrowth companies should adopt a cross-functional approach to their PR budgets, integrating it with other departments like recruitment and product development. This ensures that the budget aligns with overall business objectives and supports growth initiatives, particularly in competitive environments where effective PR can significantly enhance market position.

By definition, hypergrowth companies are outliers. Hypergrowth is defined by a compound annual growth rate (CAGR) of 40%. Companies grow that fast by pouring on the gas and reinvesting every dollar back into the company – usually, in the earliest stages, the reinvestment is heavily based on product and talent. Slack is a great example of this; it had a $1.1 billion valuation before ever hiring a CMO. When marketing and PR become a priority, and that’s when the question of how much hypergrowth companies should spend on PR starts to circle, and it’s difficult because hypergrowth companies can’t use baselines of slow-moving Fortune 500 companies or even those in the pre-IPO stage.

PR and Marketing Spends: Rules of Thumb

You know that adage, “Dress like the job you want?” Hypergrowth companies need to spend on the valuation they want. Companies spent an average of 7% of revenues on marketing in 2024. B2B companies tended to be around 6% of revenue while B2C products spent 10% on average. Companies in Q4 of 2024 were predicting heavy increases in brand building and new product introductions, as well as customer acquisition. In short, companies were shoring up reputation and focusing on a land grab of new customers, but while revenues continued to grow through 2024, that didn’t trickle down to marketing budgets much. Companies are expecting more from their marketing spend, since it’s down from the 2023 peak of 13%.

In 2023, because many companies invested heavily (marketing budgets went up 13% on average) in branding and marketing during the pandemic, VC-backed business valuations rose considerably in the wake of the pandemic, 68.5% in some verticals.   

Average Companies Have Average Spends in 2024

  • 8% of revenues/10.1% of overall budget on marketing /2023: the average marketing budget was 10.6% of the overall budget and 9.2% of revenues.
  • 10% of revenue and overall budget for companies between $10M-$25M in revenue /2023: For companies with $10-$15 million in revenue, the average spend was 15.5% of revenues.
  • 9% of revenue, 7% of an overall budget for companies $26M-$99M in revenue
  • 15% of overall budget, and 17% of revenues for companies under $10M/2023: For startups, the average marketing spend was 11% of revenue.
  • 6% of revenue for B2B companies
  • 10% B2C products

Source: CMO Report

While CEOs agree marketing and PR investments are just that: investments, budgets in 2024 reflected the continued uncertainty of the economic forecast.

So the question is – are you average? If you’re in hypergrowth, you are decidedly NOT average. Hypergrowth companies aren’t average and are often in dogfights for additional funding or customer acquisition against better-funded competitors. So, there’s no question that hypergrowth companies need a hypergrowth PR budget that reflects their ambitions. It’s unreasonable to think you can stagnate your budget but grow revenues aggressively.

We are now managing a sustained period of uncertainty. But for ambitious companies, this presents a genuine opportunity. Especially if you’re looking to creep into market share, according to Christine Moorman, at Duke University’s Fuqua School of Business:

“Companies tend to cut back on marketing in periods of economic uncertainty,” said Christine Moorman, the T. Austin Finch, Sr. Professor of Business Administration at Duke University’s Fuqua School of Business. “This general tendency should be tempered with an understanding of the cost of reaching consumers and what competitors are doing. Inflation may be a chance to leap ahead if others pull back.

Hypergrowth: What’s PR Worth To YOU?

Unlike other initiatives, it has cross-functional importance. This is important because, in a moment, we’ll discuss how hypergrowth companies can make their marketing and PR budgets go further.

Before we do, a note about marketing spend distribution: most companies lump PR into their marketing budgets, and all companies face the dilemma of marketing budget balance. Again, this takes some introspection into your goals, audience, and competition. But one thing about PR is that it has a very long shelf life. Whether you do a publicity stunt, a Super Bowl ad, or a social media post, the impression is seconds long, and then it’s gone while PR lingers, both physically and in the audience’s mind. We’ve seen clients continue to get traffic to their sites for years after posting a piece of content. In addition, it’s still the most trusted form of marketing. According to the Edelman Trust Barometer, 65% of consumers trust earned media more than any other form of marketing. PR is an investment like buying a house, whereas marketing is like renting.

Be sure that your overall marketing budget matches your ambitions. If you’re growing at 40% CAGR, your budget should match, and remember that today’s marketing and PR investments are tomorrow’s returns. You may need to increase your marketing and PR budget by more than 40% to achieve 40% CAGR; once you’re on that track, perhaps you pull it back to match your growth, and once you’re publicly traded, your budgets may more closely match the average CMO projection.

Ask yourself, “How will we use and activate PR?” 

Will PR help you secure top talent?
Will PR help you secure capital?
Will PR give potential customers confidence in the company?
Will PR support low customer acquisition (CAC) and high word of mouth?
Will PR increase loyalty and reduce churn?
Will PR support culture and purpose?
Will PR support our pre-IPO and post-IPO phases?

PR is cross-functional, so it stands to reason that PR’s budget should be cross-functional as well. If you’re using PR as a recruitment tool, then-candidate marketing or internal comms could help increase the budget. Product development and PR can collaborate on low CAC, so there’s an opportunity to mix those budgets as well.

 

What Should the Hypergrowth PR Budget Include?

Your hypergrowth PR budget scope should reflect your priorities for your business and how you will use and activate PR. Typically, when I speak to hypergrowth companies, I immediately assess whether the following PR tactics will work for them:

Thought Leadership
Word of Mouth Activations or Stunts
Media Relations 
Corporate Awards Programs 

Plus, any company investing in its reputation should do crisis PR planning.

That’s not to say these are the only PR tactics that will work for a hypergrowth company, but these are the immediate things that come to mind. Different hypergrowth strategies will dictate how each of these will be executed.

If you’d like some specific examples of budgets across a variety of ranges that worked for hypergrowth companies we’ve worked for, we can share what we’ve seen work throughout our executive-level experiences, contact us, we’d be happy to talk about effective PR strategies based on your goal.

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Beyond the Buzzword: Messaging for AI Companies To Stand Out

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Key Takeaways

  • Shift Focus from Technology to Human Impact: AI companies need to move beyond just promoting AI as a buzzword and articulate how their technology delivers tangible, relatable outcomes. Emphasizing the real-world benefits of AI, such as enhancing creativity or improving decision-making, will resonate more effectively with both buyers and the media.
  • Simplify Messaging and Build Trust: To cut through the confusion and skepticism surrounding AI, companies should use clear, jargon-free language to explain their solutions. Addressing public fears and positioning AI as an enabler rather than a replacement for human roles is essential for building credibility and trust in a crowded market.
  • Leverage Real-world Applications and Thought Leadership: Highlighting specific use cases and practical applications of AI can demonstrate its value effectively. Additionally, establishing a strong thought leadership presence and a crisis communications plan will help companies navigate the complex landscape of AI and maintain a positive reputation as trusted innovators.

Why AI Messaging Is Broken—and How Companies Can Fix It

Open LinkedIn today and you’ll find more than 32,000 companies in the U.S. calling themselves ‘AI companies.’ In late 2022, AI was still a differentiator. By 2024, it became a buzzword—used by everyone, whether it fits or not. With so many companies claiming the same positioning, buyers and journalists are overwhelmed and struggling to tell them apart.

AI Exhaustion Is Real

The communication challenges that AI companies face are considerable. Most AI companies don’t want to hear it, but it’s true: you have to be more than AI, and you have to articulate the values, outcomes, and solutions your particular use of AI drives. It’s crucial for messaging that AI companies stand out by shifting their communication strategies to focus on practical, relatable outcomes rather than technical jargon.

Why Sentiment Around AI Matters More Than Technologists Think

For over a year now, it seems like every third headline has included AI, and over half of those drove fear into employees’ hearts, promising that AI was coming for their jobs.

Not only that but according to the 2024 State of Business Communication Report, knowledge workers already spend over 88% of their time communicating.

Even though 90% of Americans are aware of AI, most cannot explain it. Ask someone on the street, “What is AI?” and you’ll get confusion, vague fear, or blank stares.

In 2023, Pew Research reported that 52% of Americans are increasingly cautious about the growing role of AI. “How will AI impact ME?” is the question Americans are asking, and they’re assuming, rightly or wrongly, that the impact will be negative.

Like the TechLash of a few years ago, AI is creeping into tiresome territory. For AI companies to stand out, cutting through the clutter and, more importantly, building trust is essential.

It’s a lot like social media in 2008…

People might not have taken it seriously, but they were curious, and those using social media felt very positive about it. Plus, social media promised us a utopian world of interconnectivity.

The early popularity of social media even if the overall adoption was lower, gave social media platforms a chance to entrench themselves in our lives. Today 63% of the global population use social media yet the current popularity of “social media” is pretty low. AI is heading in a direction opposite social media, where early negative sentiment slows adoption.

Now, perhaps, “Who cares about sentiment? Just like social media, it won’t affect adoption or tech advances.” That’s where AI and social media diverge. What I’ve learned from watching emerging technologies over the years is the overall sentiment of AI will drive things like a regulatory framework. AI adoption will be slowed if the buyers aren’t personally enthusiastic or they see AI as coming for their job.

Why Should AI Companies Care About AI Exhaustion? 

In today’s overstimulated media environment, fear can make people shut down; there’s a vague disinterest looming, and reporters are catching on to that.

This affects  positive media coverage for AI companies.

And we’re talking about AI by adding to, not reducing, the communication and PR challenges AI companies face. Technologists are way ahead of the average reader and talk in jargon about “agents,” “insights,” and “generation,” with very nebulous explanations and even fewer examples of how it improves lives.

Terms like “agents” don’t help the image of AI. When was the last time an “agent” made your life easier?

AI companies are at a considerable communication disadvantage. To win the popularity war, AI companies should look at the tech cycles of the last 20 years.

Social media promised interconnectivity, eventually improving everything from the economy to world peace; only to deliver confusion and a lack of privacy.

Blockchain promised to unhinge us from a federally controlled economy, only to deliver fraudsters who stole hundreds of millions from excited and perhaps naive cryptocurrency investors. Of course, blockchain is more than digital currency, and the applications are exciting, but these days, the term blockchain is synonymous with Sam Friedman, who was on the cover of Forbes only two months before his very public arrest.

Is it any wonder that the latest advances of AI are viewed with skepticism? Witnessing these utopian promises become an Orwellian disaster impacts purchasing decisions at all levels. But what those technologies all did well at the beginning of their technologies was paint an aspirational picture of how the technologies will radically and positively affect people’s lives. AI hasn’t done that very well. And for companies looking to IPO in 2025 or beyond, this is critical.

PR and AI Companies: The Media’s Role in AI’s Reputation

 

From August 2023 – August 2024 there were 4.8 million online stories in the USA about AI.

Press releases made up 52% of those online pieces.

NVIDIA, now a household name, grabbed 8% of those articles.

4% included the word “agents.”

MSN News AI coverage included an article almost every single day.

Forbes averaged 1.4 AI articles per day.

Ambitious AI companies should note how the media covers AI. Journalists want:

  • Human-centric stories
  • Data-driven insights
  • Trustworthy companies
  • Real-world examples

No one wants to feature a company that might be the next New York Times exposé.

AI companies who want to raise capital, IPO, and become ubiquitous must clarify messaging and speak directly to the AI buyer’s preconceived perceptions.

Strategic PR Approaches AI Companies Should Implement Now

  1. Build a Human-Centric Story

    Technology stories today must connect emotionally. Focus on the humans your product helps—the “superstars” of your product.

  2. Communicate Value and Impact (the Why). 

    Beyond efficiency or cost savings, explain the deeper benefits—like enabling creativity, improving decision-making, or fostering better customer relationships. Make sure this “Why” aligns with your audiences’ values and business objectives.

  3. Be Mindful of Sentiment.

    Acknowledge concerns. Position AI as an enabler, not a replacement.

  4. Highlight Real Problems (the What).

    Tangible Solutions. Articulate the specific problems your AI solution addresses. Use everyday language that resonates with your audience’s current challenges. For instance, if your AI helps reduce manual data entry in accounting, say that instead of “streamlines processes.”

  5. Simplify Your Language.

    Remove jargon like “deep learning,” “agents,” or “neural networks” unless absolutely necessary. Your goal is to make the solution understandable and relatable to those who are not AI experts.

  6. Invest in Trust and Authority Building 

    Thought leadership, transparent privacy policies, and a clearly articulated vision are essential. PR is an excellent tool for building trust, but it also takes a genuine interest in creating trust and a clear “why.” CEOs should lead with a vision that includes more than technology but also lifestyle and culture because that resonates with the reader and media.

  7. Practical Applications of Utopian Promises.

    Focus on how your AI technology is currently being used to solve real-world problems, not just its potential. AI in B2B products needs to be approached in practical vs. utopian communication terms.

  8. Clarify Your Audience (the Who).

    Be specific. Who exactly do you help? In which sectors? At what stage? (This is a good time tlook at your website too –  if it doesn’t say who you help above the fold, it’s time to change that.)

  9. Reevaluate your “About Us” Page.

    Your About page should clearly communicate the who, what, and why – without jargon.

  10. Create a Crisis Communications Plan

    Because AI is so visible, any crisis will be too. It’s better to prepare for a crisis that never happens than to have a crisis without a plan.

  11. Use Metaphors

    Metaphors paint a picture, but they also engender trust by making complex ideas accessible.

Closing Perspective: AI’s Future Depends on Communication, Not Just Technology

As the AI landscape becomes more crowded and complex, the challenge isn’t just building cutting-edge models, it’s explaining the value in a way that resonates.

Your ability to articulate clear, practical outcomes and build trust through transparent communication will determine whether you stand out or get lost among 32,000 competitors.

By focusing on real-world applications, simplifying your language, and addressing the emotional and ethical concerns surrounding AI, you can position your company not just as a tech leader, but as a trusted partner in innovation.

The AI revolution is here. Whether your brand thrives will depend largely on the story you tell. Let Avaans Media be your guide.

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Pre-IPO PR Roadmap for Startups: Cybersecurity and ESG

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Key Takeaways

  • Cybersecurity Is Now a Pre-IPO Essential: Investors expect startups to demonstrate strong data protection, crisis preparedness, and disciplined communications. A proactive cybersecurity strategy protects assets, prevents reputational damage, and strengthens investor confidence.
  • ESG Is Reshaping Investor Expectations: Environmental, Social, and Governance (ESG) performance increasingly influences investment decisions. Startups that clearly communicate sustainability, social responsibility, and transparent governance stand out to modern investors and reinforce market credibility.
  • Compliance and Risk Management Matter More Than Ever: Preparing for an IPO requires careful attention to evolving regulations such as GDPR and CCPA. Strong compliance frameworks help startups avoid legal pitfalls, reduce uncertainty, and support a stronger investor narrative.

It’s impossible to ignore the difficult state of IPOs right now. But investor advisors from PwC to Morgan Stanley continue to remind startups of an important truth: market cycles change.

For companies planning an initial public offering (IPO), this quieter period offers a strategic opportunity to strengthen the foundation investors care about most.

Investors today are evaluating more than revenue growth and market share. They want to see companies that can protect their reputations, manage risk, communicate effectively with stakeholders, and show the kind of operational maturity that supports long-term value. That makes cybersecurity and ESG two essential pillars of any modern pre-IPO PR roadmap.

While fundraising, growth strategies, and market positioning typically dominate pre-IPO discussions, communication strategy increasingly plays a central role. Investors want reassurance that companies can protect their reputation, manage crises, operate responsibly, and present a clear, credible narrative to the market.

That’s why cybersecurity and ESG communication have become critical components of building trust, managing risk, and preparing for long-term success—with or without a pending IPO.

Cybersecurity in a Pre-IPO PR Roadmap

In today’s digital economy, cybersecurity is no longer optional. It is a fundamental business requirement.

Startups rely heavily on digital infrastructure to operate, store customer data, and manage intellectual property. That makes them attractive targets for cyberattacks—and investors know it.

For companies preparing for public markets, cybersecurity must be integrated into the pre-IPO roadmap, including crisis communication planning.

A strong cybersecurity strategy should include:

  • Regular risk assessments
  • Incident response and crisis communication plans
  • Advanced security technologies and monitoring
  • Employee security awareness training

When startups demonstrate a proactive approach to cybersecurity, they signal something important to investors: the company understands risk, is prepared to manage it, and can protect the trust it has built in the market.

That level of preparedness builds confidence with investors, protects customer trust, and helps differentiate the company in a competitive market. It also reduces the kind of uncertainty that can weaken market perception at exactly the wrong moment.

ESG in a Pre-IPO Communications Strategy

Environmental, Social, and Governance (ESG) considerations are no longer niche concerns. They are now a core factor shaping investment decisions.

Investors increasingly evaluate how companies operate—not just how quickly they grow. As a result, startups preparing for public markets must demonstrate responsible leadership and sustainable business practices.

This shift reflects broader changes in market expectations, highlighted in discussions around whether future IPO markets will prioritize sustainable companies.

Communicating ESG effectively requires careful strategy. When handled thoughtfully, ESG messaging strengthens credibility, reinforces leadership, and positions a company as a responsible market player without overpromising.

Environmental Responsibility

Startups can demonstrate environmental leadership by reducing their operational footprint, improving energy efficiency, and adopting sustainable business practices.

Investors increasingly look for companies that are actively addressing climate and sustainability challenges with clarity and substance.

Social Impact

Modern investors expect companies to contribute positively to society. Startups can highlight initiatives such as diversity and inclusion programs, ethical supply chain practices, and social responsibility initiatives.

Strong social commitments not only resonate with investors but also attract talent and strengthen brand reputation.

Governance

Corporate governance is another critical factor as startups move closer to public markets.

Establishing clear governance frameworks—including transparent decision-making, strong internal controls, and structured risk management—signals maturity and accountability to investors.

For fast-growing companies navigating rapid expansion, strong governance is essential to maintaining stability and trust as highlighted in the PR needs of hypergrowth companies.

Regulatory Risk in a Pre-IPO PR Roadmap

In the pre-IPO phase, startups must address regulatory compliance and risk management early to build confidence with investors.

Data privacy regulations such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) continue to evolve. Companies that fail to comply risk both financial penalties and significant reputational damage.

Preparing for public markets requires startups to implement comprehensive data protection strategies including:

  • Encryption and secure infrastructure
  • Access controls and internal data policies
  • Routine compliance audits
  • Clear communication plans for potential incidents

Equally important is proactive risk assessment. Identifying vulnerabilities early allows companies to implement safeguards before problems escalate.

Startups that take cybersecurity, ESG commitments, and regulatory compliance seriously send a clear message to investors: this is a company built for long-term success, prepared for scrutiny, and equipped to support a stronger market narrative.

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What Makes a Great Tech Story Today?

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Key Takeaways

  • Shift from technology to impact: Tech companies need to connect their narratives to the real-world conversations people care about—climate change, economic change, healthcare, or social justice. Aligning technology with meaningful impact makes stories more relevant to both media and investors.
  • Great tech stories share four traits: The strongest narratives are relevant, inevitable, believable, and simple. Relevance and inevitability often come first, while believability develops over time through consistent messaging and real-world results.
  • Long-term storytelling matters more than short-term visibility: Trade shows and product launches create bursts of attention, but enduring tech brands invest in ongoing storytelling that evolves over time.

Tech PR is changing—and so is the way companies tell their stories.

Not long ago, technology itself was enough to drive headlines. Over the past 15 years, the tech sector has shaped major conversations about how we work, communicate, and build companies.

A visionary CEO could introduce a new idea and quickly influence the broader narrative. Mark Zuckerberg helped shape the conversation around global connectivity. Steve Jobs reframed expectations around intuitive design.

But today, technology alone rarely carries the story.

While innovation continues at a rapid pace, the media landscape has shifted. Journalists are less interested in the mechanics of the technology itself and more interested in the broader impact it creates.

This is where modern tech storytelling begins.

Emerging tech companies need to connect their narratives to the conversations people are already having. Stories that intersect with cultural and societal issues naturally gain more attention from both journalists and audiences.

Why?

Because today’s reporters are looking for stories that capture the moment—not just speculate about the future.

Most tech reporters are curious about backend technology, but they rarely write about it directly. Many outlets now have only one tech reporter covering an enormous range of topics. That person may receive hundreds of pitches every day.

Unfortunately, many of those pitches still rely on words like “innovative,” “disruptive,” and “unique.”

These terms have become so overused that they often weaken a pitch instead of strengthening it.

The real question journalists want answered is simple: Why does this matter right now?

So If Technology Isn’t the Story, What Is?

Technology companies need to tell stories about how their work connects to the broader issues shaping society.

The strongest tech narratives often begin with core values. Increasingly, both consumers and investors want to understand how companies are contributing to meaningful change.

In fact, 88% of institutional investors now evaluate ESG factors (environmental, social, and governance) with the same level of scrutiny as financial performance.

That means purpose-driven storytelling is no longer a niche strategy—it’s becoming central to how companies communicate their impact.

Consider the topics currently dominating public conversation.

emerging tech trends

2023 Emerging Tech Trends

How to Tell a Tech Story today

2021 Emerging Topics

Issues like climate change, economic disruption, and social equity dominate search interest and media coverage. Technology becomes most compelling when it connects directly to those conversations.

That’s where tech companies can become truly memorable.

At Avaans, we often talk about purpose—what it is and why it matters for fast-growing companies. Even as a boutique firm, we operate with guiding principles.

A clear purpose gives companies internal strength, but it also allows audiences to connect with a brand’s story on a deeper level.

Regardless of stage of growth, purpose can become the foundation for long-term brand storytelling—and a powerful driver for purpose-driven PR.

Discovering those stories sometimes requires honest reflection about company culture and mission. But these are the narratives that resonate and endure.

The earlier companies begin shaping that story, the stronger it becomes over time.

What Makes a Great Tech Story Today?

Every powerful tech story shares four characteristics:

Relevant
Inevitable
Believable
Simple

When evaluating these qualities, it can be tempting to focus on how your technology fits into the framework. But the story usually works best when the focus remains on the customer or the broader impact.

The first two elements—relevance and inevitability—are often the easiest to establish. Believability and simplicity can take years to develop.

Consider Salesforce.

As the company grew, it introduced a bold idea: the end of software.

The message focused on the shift to cloud computing and what it meant for customers—not on Salesforce itself.

The implications for business were enormous, and the story created countless angles for journalists and analysts to explore.

Yet even then, credibility took time.

Caryn Marooney, who worked with Salesforce during those early years, famously said that it still took years to establish real believability.

Trust develops gradually. As companies demonstrate results and maintain consistent messaging, credibility grows.

As your company builds credibility and media relationships strengthen, believability follows. As we often remind clients, trust cannot be manufactured—it must be earned.

Even today, Salesforce continues to tell stories that extend beyond technology itself.

For example, the company recently reported that the Salesforce economy will create 9.3 million jobs and $1.6 trillion in new business revenue.

That data creates an entire ecosystem of story possibilities—from workforce trends to economic growth to the future of digital infrastructure.

The Case for Tech Storytelling Beyond Trade Shows

Trade shows and industry conferences still play an important role in the technology ecosystem. Many products have generated valuable media coverage through standout moments at events like CES.

However, conference coverage is inherently crowded. Reporters attending large events are looking for strong headlines tied to recognizable companies, major funding announcements, or bold product demonstrations.

Without a distinctive angle, companies often find themselves competing for attention with dozens—or hundreds—of other announcements.

Trade shows can provide a helpful boost, and they remain valuable opportunities to build media relationships. But they rarely carry the full weight of a long-term communications strategy.

Strong tech storytelling unfolds over years, sometimes decades.

Interestingly, the simpler the core message, the longer that story tends to endure.

A colleague once joked, “Why does everyone want their content to go viral? I want my content to go cancer—I want it to fight to stay around.”

Tech storytelling works much the same way.

Stories grounded in purpose, values, and a clear mission tend to resonate far longer than messages tied to a single product launch.

Understanding current media trends, customer concerns, and your company’s next strategic steps can help shape a story that grows stronger over time.

In Plain Terms

Modern tech PR is less about explaining technology and more about explaining its impact. Journalists and audiences want to understand how new technologies affect real-world issues such as economic change, climate solutions, healthcare innovation, or social progress. Tech companies that connect their products to these broader conversations are far more likely to earn media attention and long-term credibility.

The most effective tech storytelling focuses on relevance, clear purpose, and simple messaging that evolves over time as the company grows.

If you’re looking for a tech PR agency that works with you to uncover the most compelling tech stories of today and tomorrow, drop us a note. We’d love to explore the possibilities with you.

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Google’s Latest Product Review Update Means for Consumer Products PR

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Key Takeaways

  • Enhanced Review Criteria: Google’s latest update emphasizes the need for in-depth product reviews that showcase expert knowledge and personal experiences. Reviews should include unique content, quantitative assessments, and comparisons with competitors to improve visibility and authority in search results.
  • Support for Journalists and Influencers: Providing journalists and influencers with comprehensive product samples, including detailed tips and high-quality media, can enhance their ability to create informed reviews. This approach not only helps them effectively represent the product but also increases the likelihood of positive earned media coverage.
  • Strategic SEO and Content Alignment: Companies should focus on creating valuable content that meets Google’s quality standards while also addressing customer intent. This includes using comparison charts, optimizing product pages, and ensuring that both earned and owned media strategies align with SEO goals to maximize visibility and authority online.

Google once again updated its Product Review Update for 2022. Google’s Product Review Update and consumer PR are closely tied. Yet, for many CMOs and PR people, this update falls below the radar, but it has big implications for consumer products, consumer tech and household goods PR, SEO, and marketing, so it’s important to pay attention. Last year, we covered Google’s views on product reviews too, so if you read last year’s piece, some of this may sound familiar.

[5 minute read]

The April 2021 Google PRU provided these guidelines for reviews and consumer PR:

  • Express expert knowledge about products where appropriate? 
  • Show what the product is like physically, or how it is used, with unique content beyond what’s provided by the manufacturer?
  • Provide quantitative measurements about how a product measures up in various categories of performance?
  • Explain what sets a product apart from its competitors?
  • Cover comparable products to consider, or explain which products might be best for certain uses or circumstances?
  • Discuss the benefits and drawbacks of a particular product, based on research into it?
  • Describe how a product has evolved from previous models or releases to provide improvements, address issues, or otherwise help users in making a purchase decision?
  • Identify key decision-making factors for the product’s category and how the product performs in those areas? For example, a car review might determine that fuel economy, safety, and handling are key decision-making factors and rate performance in those areas.
  • Describe key choices in how a product has been designed and their effect on the users beyond what the manufacturer says?

 

What Will Google’s Product Review Changes Mean for 2022?

No doubt, Google’s PRU and consumer PR play in the same sandbox. Savvy editors will look at their product coverage with fresh eyes because this can be a huge impact to large publications with lots of reviews content. Today’s editors are more than content strategists, they’re expected to incorporate SEO considerations into their coverage as well. In the April 2021 Google Product Review Update (PRU), Google announced it would reward in-depth review articles that showed extensive knowledge of the product and context on its usefulness.

This year, it also strongly suggested that it will favor coverage that includes the writer’s own experience with the product – this could be a photos, videos, or other evidence to reinforce the product review expertise and authenticity. Google ALSO wants reviews to provide multiple sales links so the consumer can purchase at the merchant of their choice. This is reasonably good news for DTC products since they will now have a higher likelihood that they will include their URL alongside other purchasing options.

 

Earned Media: Help Journalists and Influencers Be Product Experts

The more you can do to make a journalist or influencer an expert, the better your earned media will be and the happier editors will be to include your products. For CPG companies or consumer tech companies, this means product samples should include in-depth tips that highlight product features and use cases so the reviewer can get to work quickly by experiencing the product. It’s tempting to just throw a product into a shipment the same way you do with consumers – but keep in mind, your customers have already researched your product. Developing B-roll for the product is key also, this allows your reviewer to create high-quality product video quickly. Your customers probably already KNOW the features and comparisons, but a journalist or influencer may not. We’re recommending that companies with a PR sample program get really smart about their PR sample kits. Media kits should also include several links, including major sites with affiliate programs, like Amazon. Take advantage of Google’s Product Review Update for your consumer PR.

 

Paid Coverage: Don’t Lean Too Heavily on Thin Affiliate Content

In April 2021, Google warned that thinly reviewed affiliate links would have even less authority than before – site reviews have proven. Yes, links matter, but if the entire site’s SEO depends on low-quality links, then their content and the site will not receive the much-coveted Google authority. For CPG or consumer tech or household goods brands, this is really important, because historically, your SEO and PR team would work together for affiliate links and product placement. But affiliate links will continue to be relevant for media outlets looking to diversify their revenue streams, so if you haven’t already, make sure you’re providing journalists with an affiliate link too.

Owned Media & Paid Media: Comparison Charts for the Win

It might seem counter-intuitive, but the more you can provide content as to how your product compares, the more likely your product is to be included. This is especially important for consumer product companies who are up against major household names. And if your product is well-suited to a particular niche, this is the time to exploit that. Remember, providing the context saves huge time for the journalists and makes it much easier for them to create multiple product reviews for your product.

On your website, consider these tips for your product pages too. You can’t be too helpful for Google.

Paid Media: Incorporate Branded Content Accordingly

For both your earned and owned media, keep these updates in mind to ensure your content stays fresh in the eyes of Google. Whether that’s a press release or a blog post or sponsored content, do yourself a favor and incorporate both 2021 PRU updates. And think ahead. What Google is trying to do is ensure search results match intent (informational vs. buying, for example), match the searcher’s desires. Take the high road on content – make it useful, contextual, and keep your buyer’s customer journey in mind. If your content is for those on the early side of the buying decision, then make sure your content answers common questions for early-stage buyers, if your content is for those who are ready to buy, be sure to incorporate those keywords as well. If you think ahead and remember your customer’s intent matters a lot to Google, your content can pay dividends for years to come. Regardless of who is creating the content, be sure you include keywords and the overall strategy of the document to the writer. A decade ago, SEO content could be reasonably low-quality content, so long as it was jammed with keywords. Since then, Google has been signaling its desire for high-quality content, and it’s been doubling down on that every year – product pages and product reviews are no exception. Now isn’t the time to take a shortcut.

 

2022 will be a big year for a lot of consumer products as the supply chain (hopefully) loosens up, so stay attuned to Google and make sure your SEO and PR are coordinating intentions and content. Contact us today to incorporate these important digital considerations into your consumer product PR.

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