The difficulties of technology public relations in the 21st century.

by

Kevin Waddel

In the last decade, it has become the norm for new startups to emerge and try to take over the tech world. With a great number of famous successes that have made their founders billionaires, nowadays many of the smartest and most successful young people try to create tech companies. So many similar companies have been created over the years that the role of technology PR has never been more important than it is now.

As the internet has become complete pervasive in our lives, it has become more critical for PR to effectively define a company\’s identity and message. In the early days of social media, it would probably have been difficult for the average person to know the difference between Friendster, MySpace, and Facebook. Those were companies that were regularly used by the average person and well understood by Wall Street. Companies that are much harder to grasp conceptually and that exist in crowded marketplaces are very much in need of PR that can quickly and effectively explain their basic premise and differentiate them from potential competitors. The second part of that equation can be the really important part of technology PR. With so many companies running together in the consumer and the industry\’s mind, good messaging can set them apart from potentially many other firms that are competing for the same market share. But too many startups are overly focused on the technical and engineering side and sometimes let the public relations side slide. Tech startups have often faced the question of monetizing an interesting and game-changing idea. Tied into that is the necessity of expressing the company\’s strategies and products in a simple yet descriptive manner. Another major problem is that the technology marketplace has become incredibly saturated. That would seem to be a boon for Technology PR

firms because of the potential for added business. The problem is that the job becomes very difficult in setting the brand apart. With so many companies out there, even the best technology PR firms can find it nearly impossible to set their clients apart. This can be especially difficult because dealing with Wall Street requires such precision to meet analysts\’ expectations and contribute to sales. That\’s also where the importance of relating to consumers comes into play. A startup, working on low capital, often only has one opportunity to make a connection before introductory or venture funds run out. If failure happens, it can often be traced back to an ineffective PR strategy more than a failure of concept or engineering.

Also, in our more informed time, with consumers and analysts doing more homework it can be critical to make an effective first impression through PR. Too little investment in this area can lead to a company that has an excellent product with good people that get lost in the shuffle. It\’s a completely underrated part of the lifecycle of a new company. With a good technology PR firm, many of these mistakes can be overcome.

Kevin Waddel is a free lance writer. To get more information about Public relations, Public Relations New York,

Technology PR

and Health Public Relations visit

makovsky.com

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