Tech PR Trends that Will Dominate the Industry in 2020 and Beyond

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Michiko Morales

The world of tech PR is constantly evolving, and it is extremely important to stay up to date on the latest trends. And while some tech PR trends seem to fall to the wayside (hello expensive media and analyst tours), others continue to stand the test of time and add tremendous value to our clients’ bottom lines.

Below are a few of the PR trends that will continue to dominate the industry in the new year. Read on to learn the essential tools to add to your tech PR toolbox.

Authentic Storytelling

Fake news, alternative facts, security breaches and scandals have rocked us to our core and led to a rapid, mass erosion of trust. And while B2C companies are well aware of how consumers prioritize buying products from brands that they believe in (looking at you, Patagonia), B2B organizations are just now catching up.

To remain above the fray, B2B organizations must authentically convey how their offering effects positive change in the world and enables customers to accomplish their mission and achieve success.

Nothing, however, conveys these messages better or builds credibility faster than storytelling.

When done right, authentic storytelling has the power to positively impact revenue, customer retention, corporate culture and employee engagement. This is especially important for high-growth tech companies that struggle to find and retain top talent in a strong job market.

The Rise of PR Metrics and KPIs

Another big trend we’re seeing across the tech PR world is an increased focus on ROI. While metrics such as impressions, social media shares and media and PR values are helpful, more and more tech companies are looking to understand how tech PR directly impacts sales.

Over time, an effective tech PR strategy speeds up the sales cycle by providing authentic, third-party validation at every stage of the customer journey – from awareness to close-of-deal. This is why one-off press releases don’t work and can actually damage a brand’s credibility.

For instance, if your organization made the front of the Washington Post for participation in a community-building effort, but then it doesn’t appear anywhere else in ways that reflect your core work, that coverage would help your public image – but could raise credibility concerns about the worth of your offering.

Without a constant stream of media coverage, ad hoc press releases may fall on deaf ears and make prospects wonder why the company has gone dark for months at a time. That same audience may question the credibility of that big press moment when they can’t find corroborating third-party validation.

In addition to the online and marketing-empowering metrics mentioned earlier, backlinks, share of voice, number of mentions, sentiment and website traffic can now all be tracked. A combination of a steady stream of coverage and these social proofs make for a successful, integrated strategy. But to really show how PR drives sales, PR and marketing teams will need to work even closer, which leads us to trend number three.

Converged Communications

Tech marketing and PR departments will become even more intrinsically linked in 2020, driven by increasingly shared objectives – including lead generation.

Marketing project management tools and platforms like HubSpot are now being leveraged across departments to track the effectiveness of campaigns.

Additionally, by tracking how prospects are engaging with content and where they enter into the funnel, PR teams can better determine which messaging resonates and adjust accordingly.

Elevate Your Tech PR

Interested in learning how Gabriel Marketing Group’s integrated approach to PR helps tech companies authentically tell their stories, reach new customers and drive sales? Contact us today!


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Leah Nurik