As a leading tech PR firm, we understand that great technology companies often begin with a great idea. Whether it’s a groundbreaking algorithm, a new perspective on an existing problem, or an unexpected combination of ideas, it’s this initial spark that drives thousands—sometimes millions—of founders to build a company.
Why every company is a story
Regardless of whether the audience is B2B or B2C, every company has a unique story to tell. This is why the investor deck is so essential for founders; it distills the company’s purpose and vision into a concise, standardized form.
Public relations transforms this story, taking it from something only shared by the founder to a narrative that resonates widely and evolves into a self-replicating movement.
PR as a Guide for Founders
While founders often recognize the power of the press, they may not always know how to leverage it effectively. The same confidence that wins over a venture capitalist can sometimes come across as arrogance to a reporter. Here’s where your public relations lead becomes invaluable—guiding you to:
- Present Your Expertise: A PR lead highlights the genuine expertise within your technology firm, ensuring the message is both compelling and credible.
- Provide Data-Backed Stories: We supply the necessary data and experts to create stories that can withstand the scrutiny of experienced editors in major newspapers and newswires.
- Match Your Story to the Right Outlet: We carefully match each company with the most suitable media outlets to ensure the story reaches the right audience.
Building a Strong Media Relationship
Effective PR is about more than just sharing information; it’s about crafting stories that reflect the heart of the company while aligning with what the media wants. When done well, PR bridges the gap between a founder’s vision and a broader audience, creating a powerful impact that helps drive the company forward.
This structured format with headings, subheadings, and numbered points will make the content more reader-friendly and better suited for search engines.
For instance, a mid-sized data security firm looking to promote a security package will likely not be able to gain coverage on the BBC. And frankly they may not find their audience there even if they can get on the air. However, there exists an entire roster of trade publications that have a readership comprised of tech professionals and enthusiasts who would take a keen interest in a new product announcement. The goal is not to gain the biggest audience but to place a business in front of a relevant audience likely to engage with its services and brand. Not only will deploying strong media relations increase brand visibility, but it puts a business in a position to attract new clients and stakeholders.
Tech businesses can also use media coverage to promote their executives by targeting relevant publications. The public is interested in the tech industry due to its influence and impact on socio-political issues, and tech businesses ought to generate thought leadership pieces and engage with topical discourses in the media. For instance, a business could put forward an executive to write a feature article analysing how tech can aid sustainability endeavours to position the executive as an expert.
Tech businesses are operating inside an ongoing discourse surrounding challenges of AI use, cybersecurity and sustainability. Smart press strategy balances the proactive and the reactive. Never be so beholden to a plan that you cannot turn around pithy commentary on relevant breaking news.
Relationships matter. A cold call or email to the AI team at the New York Times isn’t likely to get a response. Frankly it will probably be swatted away with the increasing number of filters journalists use to protect them from spam. The role of a media professional is to grease the wheels to use existing connections to explain why a conversation with a client would be valuable.
Public relations also prepares businesses for the unexpected. Disruptive businesses can find themselves in the middle of unexpected conversations. OpenAI knew their technology might be transformative, but I don’t think they realised that teenagers might kill themselves after obsessively chatting with a language model.
Agencies like Cognito provide proper preparation to deliver the best, most complete response in a crisis. Political unrest, criticism from Parliament or Congress, natural disasters. The actual reason for the emergency is, in some ways, subordinate to the approach. When crises as such occur, businesses must be prepared to quickly communicate to stakeholders and the public effectively and protect their reputation.
We at Cognito have worked with founders throughout technology, financial services and climate transitions. Some of these companies became unicorns, and some of our relationships have lasted through successful exits and beyond. We love the ability to be your communications partner – get in touch and we’ll start the conversation.
