Tech companies are no strangers to change, and the world of public relations (PR) is no different. With the rise of digital platforms and the decline of traditional media, it’s critical for businesses to rethink how they measure and maximise the impact of their PR efforts. Here are seven essential strategies for tech companies to elevate their PR effectively.
1. Integrate PR and Marketing for Synergy
Public Relations cannot be treated as a separate entity—it must be tightly integrated with your marketing strategy. Ensure that your PR team is part of broader marketing discussions. This helps foster collaboration and ensures that your messaging is consistent across all platforms. If you work with multiple agencies, set clear roles and responsibilities, and hold each team accountable for their deliverables aligned to the strategy.
2. Have In-House PR Expertise
While hiring an external team of Public Relations specialists is prudent, having internal expertise is essential to ensure ROI and alignment. An in-house PR professional can guide key communications, help executives understand what content will work in the media, and serve as a bridge between your agency and your business. This internal team member is also crucial for pushing back when necessary to ensure the right strategy is implemented.
3. Move Beyond AVE (Advertising Value Equivalent)
It’s time to leave outdated metrics like AVE behind. This traditional measure no longer captures the true value of Public Relations in today’s landscape. Instead, focus on more modern, insightful metrics such as share of voice, sentiment analysis, and organic traffic growth to your website. These metrics offer a clearer picture of how Public Relations is impacting your business commercially.
4. Focus on Quality, Not Quantity, of Media Coverage
When evaluating media coverage, it’s quality that matters most, not quantity. Hundreds of articles in irrelevant publications won’t move the needle, but one high-quality piece in a top-tier outlet like Business Day or CIO Africa can significantly boost your credibility. Make sure your agency prioritises getting coverage that truly supports your business goals and positions your executives in relevant publications.
5. Leverage All Media Channels (Paid, Earned, Owned, Shared)
5. Leverage All Media Channels (Paid, Earned, Owned, Shared)A well-rounded Public Relations strategy uses a mix of paid, earned, owned, and shared media. A strategy workshop can help determine how to best utilise each channel to amplify your efforts. Whether it’s leveraging owned platforms like your website and social media or securing earned coverage in key publications, having a plan and goals for each channel will enhance your brand’s visibility .Integration and and repurposing content customised to each platform helps brand visibility and ensures reach. Be sure to include paid media into your budgets, especially if you want to include tracking links and measure performance of content.
6. Define Metrics for Success—Tailored to Your Audience
Metrics matter, but not all metrics are created equal. For instance, impressions, users, and sessions are critical for marketing teams but may not resonate with C-suite executives. Customise the metrics you use based on your audience. For CEOs, a macro view of Public Relations’ impact, such as brand prominence and share of voice, will be more relevant. For CMOs, detailed insights into digital performance and how Public Relations supports marketing campaigns will be key.
7. Repurpose PR Content for Digital Marketing and Lead Generation
Public Relations is about more than just awareness—it can support your entire marketing funnel. Empower your Public Relations agency to repurpose content created for media into digital marketing campaigns. This approach ensures that the time spent on content calls with busy executives delivers maximum ROI. Moving beyond awareness and into lead generation is critical, especially for tech companies where PR alone rarely drives direct sales but is a critical foundation for credibility and future sales campaigns.
Public Relations must be agile, integrated, and data-driven. By adopting these seven strategies, tech companies can not only elevate their brand presence but also drive tangible business outcomes from their Public Relations efforts. It’s time to move beyond outdated metrics and align Public Relations with your company’s broader goals for lasting success.
