How to Specialize as a Tech PR Agency

Science fiction author Robert Heinlein once famously said "specialization is for insects". But in the twenty-first century marketplace, that's anything but true. With so many products and services available, especially in the tech sector, it pays to offer something no one else does.

This is also true for public relations -- tech companies need someone to get the word out about their services and highlight what makes them unique and (most importantly) better than the competition. Put yourself in a tech company's shoes -- would you rather work with a generalist agency that takes all kinds of clients and does all kinds of PR work, or would you rather work with someone who understands your industry and knows all the nuances and obscure details? For most tech companies, the answer is the latter. With that in mind, here is what you can do to focus your PR efforts on one of the most lucrative fields in business.

Choose a Niche

The first step in specializing is deciding exactly how you're going to specialize. The tech sector itself is full of niches, some of which are exploding right now, and putting your focus on a particular subset of the field is critical. For example, you could choose to target:

- Artificial intelligence
- Computer / data science
- Digital
- Engineering
- Finance
- Medical / healthcare
- Science

Why such granular niches? The main reason is simple: unless you're already an expert in that area, you're likely going to have to learn a lot of jargon and technical terminology. Any one of the niches above is practically going to have its own language when it comes to the finer details of business -- so the more focused you get, the more you can put all your energy and resources into a single area, instead of spreading it around across multiple fields. Specificity and fine details matter a lot more in technology than in some other, less technical fields.

Hire the Right Talent

As with any endeavor, but especially when it comes to the tech sector, you'll need a team with a broad range of skills:

- Relevant tech skills. This will be critical to your success, as you can't effectively represent a company whose products or services you don't understand intimately.
- Communications / marketing / PR
- Finance
- Graphic design
- Copywriting
- Media relations
- Investor relations

Expand Your Services Globally

These days, there are more opportunities than ever before, especially when it comes to tech and public relations. There are new tech startups launching all around the world, every day, and there's no reason why you shouldn't get a slice of that sweet international pie. Remote work is more common and accepted than ever before, and communications apps and tools have made staying in touch across countries and continents easy.

When you do go global with your services, however, make sure you don't get into hot water -- make sure you're in regulatory and legal compliance, that you or your team have an understanding of the culture you're working with, and that you have a solid means of assuring quality and communication.

Stay Current

The tech industry moves faster with each passing year. New technologies are being developed at a breathtaking rate, with no signs of slowing down. If you're going to represent the companies in your chosen specialization, then you'll have to stay abreast of everything happening in the field. A few ways to do this include:

- Attending seminars, conferences, and workshops
- Reading trade magazines / websites / blogs
- Study further, taking short courses or even advanced studies like getting a Master's in strategic communication and leadership, securing some valuable certifications while you do so.

Build Relationships with Tech Media

Because of the interdisciplinary nature of technology, the tech community tends to be close-knit and highly knowledgeable. You won't be able to pull the wool over anyone's eyes if you don't know your stuff -- so it pays to form valuable relationships with people working in tech. This is especially true when pitching to potential clients -- you want to make sure you're pitching to the right person, and convey that you know exactly what you're talking about.

Remember, tech companies specialize too, and that makes it even more important to be sure you're pitching to the right person! And if the person you try to contact doesn't respond, don't take it personally -- just move on to the next one.

Evaluate, Adjust, Evolve

Looking at your metrics, analyzing what works and what doesn't, and crafting a new strategy based on those insights -- that's the stuff success is made of in any business. But it's particularly true when it comes to tech, one of the most rapidly-changing fields in the business world. What works as a killer PR strategy today might be outdated and ho-hum tomorrow -- so it pays to stay current and stay fluid, to adjust your approach to fit the rapidly-shifting times.

Image credit: Mikael Blomkvist; Pexels