As the tech industry continues to evolve, tech PR agencies must change with it. More and more new strategies are being put into practice each year as technology is released in both the web and mobile spaces. For B2B technology PR professionals, the influx of digital and social media strategies for B2B requires a higher level of attention to B2B PR trends.
At Walker Sands, we understand the importance of keeping up with the latest tech PR trends. Although some practices may be better than others, it’s crucial to be up-to-date on recent events in this ever-changing industry.
7 Trends in B2B Technology PR
Tech PR often leads the PR industry in adopting new communication strategies, and B2B Technology PR is one of the fastest-growing sectors in tech PR. The continually changing market dynamics require B2B tech PR professionals to be nimble and adaptable to new ideas.
Here are 7 tech PR trends that are shaping the B2B technology PR world in 2013:
- Leveraging social media. B2B companies are leveraging social media more than ever before. As the power of social networks increases, tech PR agencies will need to integrate social media as part of their B2B technology PR plans. B2B public relations teams should engage employees, customers and other media influencers in their social media activities to leverage a holistic B2B tech PR system.
- Mobile engagement. An increasing amount of B2B technology PR targets customers that use tablets, smartphones and other mobile devices. Tech PR agencies should take this into consideration when designing PR messages for clients, taking care to optimize their content’s format to suit mobile devices.
- Wider breadth of skills. With more B2B tech companies enlisting brand journalists and engaging in new forms of communication, B2B technology PR professionals need to develop more skills to meet their increasing demands. Tech PR agencies will need to broaden their portfolio offerings to include skills such as insight and planning, tech production and creative services.
- Longer PR life cycle. One new B2B technology PR trend is that smaller tech PR agencies will do a better job of retaining tech startups throughout their lifecycle, rather than losing them to bigger agencies once the startups grow. These smaller agencies will partner with larger PR firms that will help them handle crisis scenarios or funding issues.
- Increased focus on privacy. Recent updates in privacy policies by tech companies such as Facebook and Instagram places the spotlight on privacy considerations in B2B technology PR practices. B2B technology PR firms will face more scrutiny regarding their privacy practices, especially those that collect large amounts of data.
- Non-traditional clients. As more companies engage in e-commerce, tech PR agencies will expand beyond their traditional clientele of technology companies. Non-tech companies will start seeking out tech PR agencies for their digital and social media expertise, so B2B technology PR firms could even deal with businesses in consumer industries.
- Visual emphasis. The influence of consumer technology on B2B tech purchases means that tech companies will have to communicate their messages more simply and clearly. B2B technology PR agencies will have to rely on visuals such as live demos or videos rather than traditional print copy to better explain products and services.
The rise of new trends in the technology sector is an obstacle that B2B technology PR professionals will always have to overcome. Following industry news benefits both technology companies and the B2B technology PR agencies that communicate their messages to clients.