Finding a PR agency is not an easy task and on top of that if it is a tech PR agency it gets even trickier. Half of your time and energy goes into finding the right PR agency for your business needs but to speed the process up for you here are 5 things to look for in a tech PR agency.
The main aspect a company must decide on is whether to hire a specialist tech PR agency, a general PR agency, or an international agency. The answer lies in 5 main key traits that the tech PR agency you are selecting must have.
What is a Tech PR Agency?
A tech PR agency manages and improves the public image of technology-related companies. A tech PR agency that understands technology businesses can work better in these fields as compared to a general PR agency. Their tasks include strategic communication to build and foster relationships with the media, public, and even stakeholders.
The technology businesses shift at a rapid rate thus you need professionals in the tech PR agency who can keep up with this pace. Apart from media relations, this agency also handles content creation, social media management, event planning, and effectively communicates the company’s message to the target audience.
Here are the things you should look for in a Tech PR agency when hiring one:
5 Traits of an Excellent Tech PR Agency
Skilled in PR and B2B Tech
Above all, you need a public relations agency that understands B2B technology. They should be aware of the difficulties and opportunities in telecoms, cybersecurity, and IoT networks. Understand what a DDoS assault is and the complexity of the channel.
Not just that, they should also be able to communicate these concepts in simple words to make things easier for the brand that hired them. To be effective, PR requires an agile agency that can adjust rapidly. They need to reduce jargon and provide material to the press that is always ready to go. You know you are working with the right agency when they tell you what needs to be done and are always one step ahead. When they have content ready on the go and do not need instructions that is a sign of a great tech PR agency.
Building Strong Relationships
Your agency should be able to simply contact a journalist and obtain coverage for your story. However, it is more important to have meaningful relationships with the media than to simply have a large number of press contacts. A great agency commands the respect of the media. This means that journalists understand that every news from your agency is worth hearing and spreading.
Media ties are not the only crucial ones. Your agency should also cultivate good ties with its spokespersons. Making them feel at ease in front of the press, mentoring and coaching them, and identifying stories that will pique the media’s interest. This increases your authority and trustworthiness.
Trustworthy PR Agency
Transparency and honesty are crucial. A professional tech PR agency will provide an honest assessment of your public relations potential. Some agencies do not disclose everything just to take up your account even if there is insufficient content to work with. Keep in mind that this has nothing to do with your company’s value, but instead, it shows your honesty in admitting the difficulty in creating newsworthy material.
A good tech PR agency will tell you what you can expect in your budget. They should look into your business to discover how much news you naturally generate. Then compare how much work is required to acquire greater coverage.
Since these agencies specialize in tech PR they will know how much content related to technology is featured in the press and plan accordingly. This way they set realistic benchmarks for you and let you know how much coverage you can expect.
Think Outside the Box
On the other side, many agencies thrive on creativity and enjoy the challenge of creating interesting stories. These firms will use creative and lateral thinking to identify new angles and narratives to effectively promote your business. They will collaborate closely with you to provide thought leadership content and news that is relevant to your target audience. With such agencies, you do not have to experience a roadblock because they are always coming up with new ways to spice up your content.
Able To Adapt
No matter how long you’ve been in public relations, seeing a story published in print and online is always exciting. It’s addictive! That’s why you’ll be able to recognize an agency that thrives on outcomes from a mile away.
An agile tech PR agency requires agile tech firms. Your agency will stay on top of technology industry concerns and identify trending subjects. This goes beyond just using Google Alerts to stay on track of current trends and news headlines.
However, some elements are required to make sure everything functions properly. Customer stories, insightful research, news, and controversial topics will all be included. Sounds easy? It’s not!
A great tech PR agency will want to know if you are open to new ideas and be flexible. That you are willing to act rapidly to seize possibilities that did not exist a minute ago. This agility produces outcomes and sets a decent agency apart from a great one.
Wrapping Up
Now we know it is no easy task to hire a different PR agency especially one that specializes in technology. You can always hire a general PR agency but you will notice the missing links which can only be achieved when you are working with a tech PR agency. Having that knack for technology and understanding the complexities of that field is what sets these agencies apart.