Is global tech PR just media relations?
Global tech PR – Public Relations – means communicating with your audiences, ‘your publics’; creating messages that resonate, developing stories that excite and building your brand’s awareness and reputation, on a global scale.
Traditionally, global tech PR campaigns are delivered by PR agencies working on your behalf with local media and analysts (think Gartner, IDC, Quocirca, etc.) That is the PR agency sweet spot.
At times, this might expand to include other ‘influencers’, but ultimately, tech PR agencies can take your story and deliver it to your audiences via the best, most well-respected media and analysts (or influencers) in any local country or region. PR is a tried and tested formula.
But, in some countries this tried and tested formula is evolving with PR agencies now adopting a broader stance.
China and Indonesia
Simon Vericel from Influence Matters, our member agency for China and Indonesia, says:
“At our core, we’re a PR agency focused on communication strategy. In China, PR or earned media campaigns are still an effective way to raise awareness of a company. However, we do a bit of everything—from media relations to social media and digital campaigns. Many of our smaller clients don’t have dedicated marketing teams, so we often help with various needs, whether that’s trade show support or community-building campaigns.”
UK & Ireland
Catch up with our UK member agencies and they will tell you that they now focus on delivering the PESO (Paid Earned Shared Owned) range of services – partly in response to customer demand; to competitive pressures; and to stay relevant.
Rahme Mehmet, owner / founder of UK member agency TechComms says: “Clients in the UK expect agencies to offer a mix of services that align with their broader business objectives. It’s not just about getting media coverage anymore; it’s about integrating PR, content, digital, and social strategies to drive business outcomes. So, we adapted and expanded to meet our clients’ needs.”
Chris Bignell, CEO of our UK member agency, Jargon Group says: “We’re probably the ‘ESO’ in PESO. We’ve grown beyond just earned media, which is the traditional PR role. Today, we also focus on organic shared media, and even the social advertising space. Many companies want to see tangible results, like leads, so it makes sense to use social platforms for that. We also get involved with clients’ websites since a poorly designed user journey can really impact the results we can deliver.”
USA
Mike Sottak, CEO of our US member agency, Wired Island, says of the local US market: “It starts with a clear message. Knowing what you want to say, who you want to say it to, and why it matters is crucial. While earned media is still vital, we recognise the importance of a cohesive messaging strategy across all channels, including social media and website – owned – content.”
For a Head of Marketing or CMO in a tech company, it’s essential to understand that global tech PR could mean ‘just’ media relations in one country, but in another country PR could mean offering parts of the PESO model or fully Integrated Marketing Communications. Taking advice and consultancy from the local PR agency on the ground is a sensible first step.
