Home · Sectors · Technology PR

Technology PR

There is a proliferation of emerging trends and buzzwords, so how do you cut through the noise and capture your audience with a unique message?

How will you shape and narrate your brand story in a world where everyone is talking about technology?

Technology PR – our tech sector guide

Our world has become technology-led, with all spheres of society, from economy, education, regulation through to the public sector being transformed by the digital revolution. The clear benefits of convenience, speed and efficiency are being increasingly weighed against considerations such as privacy and data protection.

What do journalists want from Technology PR?

Technology is an extremely fast-paced industry. Above all else, technology PR journalists value a quick turnaround on responses and comments. They are always particularly keen to get access to seasoned executives who can talk about the industry as a whole and draw on fresh and surprising comparisons. Females and other spokespeople from diverse backgrounds are particularly welcomed in what is still considered to be, a male dominated industry.

Evergreen technology topics you must have an opinion on

• Technology has a long-standing issue with diversity, with the industry particularly lacking in female employees. Critics argue that products are being developed and shipped based on perspectives of just half of the population, meaning that they don’t address the needs of everyone. According to PwC research, a shortage of female role models coupled with a lack of understanding of how technology can enable women to change the world, are two major barriers to greater diversity.
• Automation technologies like Artificial Intelligence (AI) and Robotic Process Automation are transforming business processes and customer experiences. They are also changing the way we work and live, and the types of jobs available in the market. This trend is forecast to accelerate in the post-COVID, digital-first world.

Key initiatives you should be aware of and why they are important

Funded by UK Research and Innovation (UKRI), The National Quantum Computing Centre will be a new research centre dedicated to accelerating the development of quantum computing by addressing the challenges of scalability. Expected to open in 2023, the Centre will work with businesses, government and the research community to deliver quantum computing capabilities for the UK and support multidisciplinary collaboration.

• Rory Cellan-Jones, Technology Correspondent, BBC
• Adrían Bridgwater, freelance journalist for Forbes, IDG Connect, Computer Weekly
• Adrían Bridgwater, freelance journalist for Forbes, IDG Connect, Computer Weekly
• Ed Targett, Founder and Editorial Director, The Stack
• Paul Kunert, UK Editor, The Register
• Ben Wood, Chief Analyst and CMO, CCS Insight

Tech organisations we love and why

Predatar enables businesses to take control of data backup and recovery. Predatar simplifies the IBM Spectrum Protect experience, allowing businesses to rely on intelligent automation and proactive monitoring to keep their data safe.

Technology PR bear traps – three things to avoid

1. Do not be too ‘techy’ with tech journalists. They need to cover a broad range of technology themes, from servers, storage, networks, IOT… What they really want to know is what benefits your solution offers to customers and what it enables the users to do or achieve.
2. Don’t ever assume you don’t have competitors. You always do, even if it’s ‘just’ competition for mindshare with journalists.
3. Do not rely on quantity of coverage as your sole PR KPI. Put in place a set of measurement tools, including share of voice against competitors and the impact of coverage on digital metrics, such as web traffic, session duration and SEO rankings.