In today’s hyper-connected world, technology brands—no matter their size—are vying for attention in an increasingly crowded marketplace. While large corporations often have the budget and resources to dominate the digital landscape, small tech brands have the potential to punch above their weight, leveraging strategic public relations (PR) efforts to achieve visibility and establish credibility.
For small technology companies, a well-crafted PR strategy can be the difference between being a small blip on the radar and building a sustainable brand presence that resonates with consumers and investors alike. So how can smaller brands successfully navigate the often complex world of PR? It starts with understanding the principles of technology PR done well: from identifying the right media outlets, to crafting the perfect message, to building strong, meaningful relationships with key influencers.
In this op-ed, we’ll explore what constitutes “technology PR done well” for small brands, looking at specific tactics, case studies, and strategic steps that tech startups or small brands can take to maximize their PR efforts.
1. Understand Your Brand and Audience
Before diving into any PR campaign, small tech brands must first understand what they stand for and who their audience is. This might sound simple, but it is often the first place where many tech brands falter.
Define Your Brand Identity
Is your brand focusing on B2B solutions, or is it targeting the average consumer? What problems does your technology solve, and how does it stand apart from the competition? Establishing clear brand positioning is crucial. For a small tech company, differentiation is key. Are you offering innovative AI solutions for logistics? Cutting-edge cybersecurity for startups? A niche smart-home device for a specific audience?
Take Aardvark, a small AI startup that focuses on conversational AI for the legal industry. Aardvark positioned itself not as just another AI provider, but as a company that understands the intricacies of the legal profession. This clear identity helped them target their messaging and approach toward law firms, legal practitioners, and professionals in the legal technology space.
Targeting the Right Audience
Once you’ve solidified your brand’s identity, it’s time to define your audience. Knowing who your customers are—be they large enterprises, SMBs, or consumers—helps narrow down where to focus your PR efforts.
For small tech companies, a defined audience is not just about demographics but also psychographics—what keeps these people up at night? For example, an IoT device manufacturer may cater to the smart home enthusiast, but an enterprise-level IoT provider may target operations managers in manufacturing firms looking to optimize workflow.
Example: Oura Ring, a wearable health tech company, doesn’t just target fitness enthusiasts. They specifically target people who are invested in tracking their sleep patterns, health metrics, and overall wellness. This is why they focus PR efforts on health and wellness publications, influencers in the wellness community, and investors who value long-term health trends. Their PR tactics, aligned with their audience’s aspirations, have been incredibly successful.
2. Craft the Perfect Story
In the world of tech PR, story is everything. A compelling narrative can grab the attention of the media, investors, and consumers. For small brands, the story should not just be about the technology, but about how it will transform lives, businesses, or industries.
Focus on the Problem, Not the Product
Small tech companies sometimes fall into the trap of talking about their product too much. Instead of focusing on the specs or features, effective PR for a tech brand focuses on the problem that the technology solves.
For instance, Kiva Systems (later acquired by Amazon and rebranded as Amazon Robotics) didn’t just promote its robotic products. They focused on how those products were changing the supply chain landscape—optimizing warehouses, reducing human labor, and boosting operational efficiency. This is a story that resonates with logistics managers and warehouse operators, not just technology enthusiasts.
Leverage Emotional Appeal and Vision
Technology often gets a bad rap as something cold and distant. Small brands can gain traction by humanizing their technology. What is the larger vision? How will your tech affect the future?
Take Nest Labs, the smart thermostat company. Their PR strategy wasn’t just about a product that adjusted room temperature. It was about creating a smarter, more energy-efficient home. It was about empowering consumers to make sustainable, energy-conscious choices. The overarching narrative of “making the home smarter, safer, and more energy-efficient” allowed Nest to capture the imagination of consumers long before Google acquired the company.
3. Leverage Media Relationships
For small brands, getting coverage in major media outlets can seem like an insurmountable challenge. However, with the right strategy, small tech companies can develop relationships with media outlets that lead to ongoing coverage.
Identify the Right Media Outlets
PR isn’t just about blasting your press releases to every media outlet imaginable. For small tech brands, it’s more important to zero in on the journalists and publications that cover your specific niche. Building a targeted media list should be a primary focus.
Start by identifying key tech publications like TechCrunch, Wired, and The Verge, as well as niche publications that focus on your specific sector. Whether it’s cybersecurity, SaaS, or blockchain, there are always specialized media outlets that cater to these interests. The goal is to work smarter, not harder.
Build Relationships with Journalists
PR is about relationships, and in technology, relationships with key journalists and editors can be a game changer. Take time to understand the types of stories that journalists cover. Don’t pitch them blindly. Instead, start by engaging with their work—comment on their articles, share their stories, and reach out to them with meaningful insights or tips that align with their coverage.
For instance, if you’re running a startup focused on cloud computing, it might be more beneficial to establish a relationship with a journalist who specializes in cloud infrastructure or enterprise IT rather than a general technology journalist.
Be a Source of Valuable Information
Instead of always pitching your own product, try to position your company as a thought leader or resource for expert commentary. Offer to provide insights for reporters working on related stories. This builds credibility and trust, and journalists will be more likely to turn to you for future stories.
A great example of this is Slack, which positioned itself as an indispensable tool for team communication early on. Rather than just touting its product, Slack’s PR team consistently offered data and thought leadership about remote work, team collaboration, and business productivity. This made them a valuable resource for journalists writing about workplace culture and productivity.
4. Utilize Influencer Marketing and Thought Leadership
Influencer marketing and thought leadership are indispensable tools for small tech brands seeking exposure.
Find the Right Influencers
Not all influencers are created equal, and a small tech brand should aim for quality over quantity. The best influencers for small tech companies are often niche experts or micro-influencers who already have credibility in your industry.
For example, if you’re building a new AI-powered project management tool, an influencer who is a well-known project management expert or has a following of project managers can be more beneficial than partnering with a tech influencer who focuses on general trends in Silicon Valley.
Thought Leadership in Action
Small brands can leverage thought leadership by creating content that demonstrates expertise—whitepapers, guest blog posts, speaking opportunities at conferences, and webinars. Becoming a thought leader in your niche not only helps boost your brand’s credibility but also raises awareness of your technology.
Take Gusto, the payroll and HR platform for small businesses. Their PR team helped position Gusto as a leader in the small business HR space by consistently publishing thought leadership content that offered value to business owners—everything from tax tips to employee retention strategies. Over time, this positioned them as a trusted resource for business owners, and their PR strategy paid off with extensive media coverage.
5. Measure and Adapt
The success of any PR campaign needs to be measured. For small tech companies, every piece of earned media coverage, influencer collaboration, or media mention should be analyzed to understand what worked and what didn’t.
Track Media Mentions and Engagement
Use tools like Google Alerts, Meltwater, or BuzzSumo to track media mentions. If a specific type of pitch generates more media interest, adapt future strategies accordingly.
Analyze Your Impact
Beyond media mentions, evaluate how your PR efforts contribute to your business goals. Are you seeing increased web traffic? More leads or product inquiries? Positive sentiment on social media? All these metrics should inform your PR strategy moving forward.
Technology PR, when executed well, can be a powerful tool for small brands looking to carve out a name in competitive markets. It all starts with understanding your brand’s unique value proposition, crafting a compelling narrative, identifying the right media outlets, and building strong relationships with journalists, influencers, and thought leaders. With the right mix of strategy, consistency, and adaptability, small tech companies can achieve long-lasting, impactful results—transforming from the underdog to the established player in their space.
In the fast-paced tech world, PR isn’t just about promoting a product. It’s about creating a story that resonates, building trust, and positioning your brand as an industry leader. For small brands willing to put in the effort, the rewards of a well-executed PR strategy can be substantial—and sometimes, even game-changing.
