Getting Content Right: Neo PR’s Top Tips
Technology is constantly changing and evolving, and as a result, a B2B Technology PR agency needs to stay one step ahead at all times. Without warning, a single event can change the course of the industry narrative overnight, and PR strategies must flex quickly to adjust and drive the discussion in a positive direction, positioning clients as influential thought leaders.
While some events can be anticipated and planned for, others may come as a complete surprise, but we as PR professionals need to be agile in order to stay relevant and timely with technology PR strategies.
PR specialists employ several tactics to manage and shape the public’s perception of their clients. These include press releases, thought leadership articles, and product launch events. A specialist will first look at the market, the media, and an organisation’s place within it and, from there, create a strategy to grow, change, or reinforce its position. More often than not, they will take charge of an organisation’s communications with the public, including customers, business partners, investors, and reporters – from drafting company newsletters to preparing the top executives to address the public.
But how can a smart agency overcome these challenges, and get their clients heard above the background noise? Here are three of my top tips to stay ahead of the tech PR game:
Keep it engaging, relevant and appealing
As technology advances and becomes even more complicated, the ability to effectively translate technical information will become all the more vital in tech PR. When writing a press release to announce the launch of a new product for your client, the general public does not need to sift through all the granular technical jargon about the product. Don’t waffle -make sure you get to the point early on. This makes the headline of the article incredibly important. It needs to be attention grabbing and include any key words that are necessary to your company’s message right off the bat.
Additionally, avoid using a tedious quote from an executive as to why your product is the best. Try to state the benefits of what your client is offering, but always back it up with appropriate evidence, and an insightful and engaging tone.
Know your audience
Having an understanding of whom you’re trying to target with the content is essential and will form the basis for the tone of the piece. The type of content will also have an impact; blogs can be more informal, press releases factual, and opinion pieces must have the necessary depth required to convey your message effectively.
Language will also play a key part here. Avoid explaining terms that industry experts may already know, but at the same time don’t use complicated language that will need too much explaining. Having a clear idea of who you want to be reading your content is a sure-fire strategy for creating more insightful and valuable content.
Make it easy to read on all devices
Nowadays, more and more of us are using our mobile devices and tablets to view content. This is sending a clear message to us as PR professionals that we need to ensure any content we create is digestible on mobile too. Readers and search engines will quickly know whether or not your message is relevant and informative. Don’t make the mistake of thinking you can fool them.
Make sure to steer clear of large blocks of text devoid of formatting and visuals, impenetrable jargon that leaves readers scratching their heads, or tired messaging that fails to resonate with your audience. The challenge lies in balancing style with substance. But fear not! With the right formatting, you can have your content cake and eat it too – and who doesn’t love cake!
Looking for a specialist B2B TechPR agency to support your offerings? Get in touch via email at prworks@neopr.co.uk to see how we can help.
