OFF-MUTE 🔈
🤔 Why do we love tech PR?
🌱 We get to tell the innovative stories of electric boating becoming the new norm, sodium-ion batteries accelerating the renewable energy transition, securing assets in outer space, and fungi as a meat alternative, to name a few.
💥 These companies are changing how we live and work.
📕 But, there’s no cookie-cutter playbook for strategic comms in these new frontiers. Our West Coast Managing Director Dan O’Mahony offers four tips for success:
💬 Take time to craft your story. “Frontier tech quite literally means a new category or industry. You have to clearly communicate the overall scenario, the problem, and how you’re solving that problem. What does the old world look like and what is the new world you’re working toward? Everything you say and do from a press release to a speaking engagement to a LinkedIn post should center around the North Star of your story. Over time, this approach inspires engagement, and action — and builds a community.”
✨ Emphasize your team. “Your industry might be considered the wild west, so why is your team poised to win? If you start with products, you’ll lose interest. Launches are a chance to tell a broader story about the company. What’s the founder’s background? How did this breakthrough technology come about? The more authentic you can be, the better. It will help establish trust much sooner.”
🖼️ Bring awareness to your category, not just the company. “Building a category often means prioritizing category wins over company wins. When you’re educating an audience about a new market, it’s not always about you and your brand. Drop the ego, stay focused on the big picture and celebrate even the smallest achievements. Consistent effort adds up over time.”
📣 Establish credibility, early and often. “Advocacy is a powerful communications tool that drives awareness, grows pipeline and influences revenue. In frontier tech, in particular, you need valued advocates who can legitimize your new industry. Of course that can be found in customers and investors, but you can also look to government agencies as frontier tech often intersects with policy and regulation.”
