So, you hired a tech PR agency. We know you already have a legit reason for doing so, because we made this.
Now it’s all about turning the keys in the ignition and getting that PR machine up and running! But we like to set realistic expectations just as much as we like metaphors, so please don’t expect to turn that key and get to 1000 miles per hour in under 10 seconds, okay?
If you’ve got a need for speed, you’re going to have to check yourself before you wreck yourself!
So, what is the best way to run a tight ship together with your tech PR agency?
All Aboard! Do a proper onboarding
A thorough onboarding process sets the stage for a successful partnership. Provide your tech PR agency with detailed information about your company, products, target audience, and competitive landscape. The more they understand your business, the better they can represent you.
Share your company’s history, mission, vision, and values, as well as any previous PR activities and their outcomes. This background information helps the agency craft a narrative that resonates with your audience and aligns with your brand identity.
What are the origins of the company? What has traction been like so far? And what are we aiming for in the future? What is literally already planned for the next 6-12 months?
Have a clear vision of what outcome you want
Given that you hired the agency, you should have ticked this box already. However, you must always keep it in mind as your agency does the onboarding, planning, strategising (and restrategising). After all, your messaging, positioning, and activities will be related to the desired outcomes. Your agency will be in it with you for the long run (if things turn out well), and for that, they will want to absorb your vision into all the steps in the process.
Before engaging with an agency, define your goals. Are you looking to increase brand awareness, generate leads, or position your company as a thought leader? Knowing your objectives helps the agency tailor their efforts to meet your needs. This clarity ensures that all PR activities align with your business goals, making measuring success easier and adjusting strategies when needed.
Invest internal resources – give a little, gain a lot!
Even if you hire the best PR agency on planet Earth, you will never reach your PR potential if you expect miracles without giving any input at all. Successful PR campaigns require collaboration. Dedicate internal resources to working closely with your agency, including providing them with the necessary information, access to key personnel, and timely approvals. Your internal team’s involvement is crucial for creating authentic and effective PR materials. Assign a point person within your company who can coordinate with the agency, ensure timely responses, and streamline communication. This partnership approach ensures that the agency has the support needed to represent your brand accurately and compellingly.
Trust the process
PR professionals bring valuable expertise and experience to the table. If you did your homework right when choosing the agency, you should be able to trust their process and be open to their recommendations. While providing input and feedback is important, give them the space to leverage their knowledge for your benefit. Remember that PR is a long-term investment; sometimes, the results take time to be visible. Trusting your agency’s experience means allowing them to implement their strategy without micromanagement and deliver the best possible outcomes.
Expect to crawl and walk before you can run
PR results take time. Don’t expect overnight top tier success. Initial efforts may focus on laying a solid foundation, such as securing smaller media placements and building relationships with journalists. Over time, these efforts will lead to larger, more impactful opportunities. Be patient and understand that building a solid reputation and gaining media traction is gradual. Remember what the people behind overnight successes say about their ‘overnight success’? So make space for and celebrate small wins along the way, as these incremental successes contribute to long-term PR goals.
What’s more, even after cracking the tough top tier nuts, you shouldn’t turn your back on other publications. Niche, trade, local, regional, national and other segments of media each bring their own benefits, attention, affect specific stakeholders and they all add up to your image in different ways. Another way to view it is, if you really care about top tier that much, it’s a great way to stay in the radar of top tier journos more often!
Regular check-ins
How did NASA operators ensure their astronauts landed on the moon in the right place and at the right time? As well as excellent planning, they made space for check-ins and recalibrations to make sure things didn’t get out of hand along the way. Schedule regular meetings with your tech PR agency to review progress and adjust strategies, tactics, approaches as needed. These checkpoints ensure everyone is on the same page and that the PR activities align with your business goals.
Regular communication helps identify what’s working and what needs to be tweaked. Use these meetings to provide feedback, share new developments, and discuss upcoming opportunities or challenges. Consistent check-ins foster a collaborative environment where your team and the agency can thrive. We’ve also found that unexpected considerations and interesting ideas tend to emerge out of these.
Seek general PR and marketing advice (boost hygiene & PR friendliness)
Leverage your agency’s knowledge beyond specific campaigns. Ask for general PR and marketing advice to boost your company’s overall PR friendliness. Improving your website, social media presence, and marketing materials can enhance the effectiveness of your PR efforts. Your agency can offer insights into best practices for media engagement, content creation, and audience targeting. Utilizing their expertise in a broader context can lead to more cohesive and impactful communication strategies.
Provide regular updates, timely information, and sufficient lead times to support PR efforts
Keep your agency informed about any developments within your company. Share news, updates, and upcoming events as early as possible. Sufficient lead times allow the agency to craft thoughtful pitches and coordinate with media outlets, increasing the chances of coverage. Timely information is crucial for creating relevant and timely PR content. Regular updates help the agency stay aligned with your business activities and ensure they can react quickly to new opportunities or crises.
You’ve got all the tools of the trade – here’s wishing tech PR success! But, if you’re still stuck, holla at us – we’ll happily set up a call.
Want more advice? We got a whooooole library of it!
You don’t say? Rethinking the role of quotes in press releases
