With years of experience, PRLab has helped many tech startups and scaleups gain the exposure they need to gain a solid foothold in their market. Technews180 sits down with Matias Rodsevich, CEO of PRLab.
Running a public relations strategy for a technology brand requires, in addition to all the usual strategy and planning, a forward-thinking mindset. If technology is what the client sells, the campaign must consider what the customer needs tomorrow, not just today. Narratives that differentiate one brand from another bring brands to life in a transparent and relatable way. In this interview, we address the importance of PR for tech.
Neil: Hi Matias, thank you for taking the time to speak with us today. As the founder of a successful tech startup that operates in 4 markets and with clients from all over the world, you've likely had a lot of experience with PR and media outreach. Can you tell us a bit about your thoughts on the current state of PR in the tech industry?
Matias: Absolutely. I think there are a lot of great things happening in the world of PR and media outreach, particularly in the tech industry. There are so many exciting new technologies and innovations coming out every day, and it's great to see companies using PR as a way to share their stories and get the word out about their products and services.
However, there are also some major challenges that companies face when it comes to PR. One of the biggest issues is the short-term approach that many startups and scaleups take to PR. Many companies are looking for quick and easy ways to generate media coverage and attention, without investing the time and effort necessary to build a solid reputation over the long term.
Neil: Can you give us some concrete examples of this short-term approach?
Matias: Sure. One example is when companies focus on getting coverage for a particular event or announcement, but then fail to follow up or sustain that momentum over time. For instance, a startup might generate a lot of buzz around a product launch or funding announcement, but then go silent for weeks or months afterward, missing the opportunity to continue building relationships with the media and other stakeholders.
Another example is when companies fail to invest in long-term PR strategies and instead focus solely on short-term tactics like press releases or media pitches. This can result in a disjointed PR strategy that lacks coherence and fails to build a strong and consistent reputation over time.
Neil: So, what do you think companies should be doing differently?
Matias: I think companies need to take a more long-term approach to PR. Building a strong reputation and relationship with stakeholders takes time and effort, and it's not something that can be done overnight. Companies that understand the importance of taking a long-term approach to PR invest in strategies that build relationships and establish a consistent message over time.
This might include thought leadership campaigns, community building initiatives, and ongoing media outreach. By taking a more strategic and sustained approach to PR, companies can build a strong and consistent reputation over time, which can be a valuable asset for the company in the long run.
“We see over and over again that only those startups with a long-term approach applied to PR are successful in standing out from competitors”
Neil: That makes a lot of sense. What other trends or changes do you see happening in the world of PR and media outreach?
Matias: One thing that I think is really exciting is the rise of new channels and formats for PR and media outreach. Social media platforms like Twitter, LinkedIn, and Instagram are becoming increasingly important for companies to engage with their audiences and share their stories. At the same time, we're seeing new formats like podcasts and video becoming more popular as a way to share information and build relationships with audiences. I think companies that are able to adapt to these new channels and formats will be best positioned to succeed in the world of PR and media outreach.
Neil: With the rise of AI and machine learning, how do you see these technologies impacting the world of PR and media outreach in 2023?
Matias: AI and machine learning have the potential to significantly transform the world of PR and media outreach. These technologies can help companies to better understand their audiences, track and analyze media coverage, and even generate personalized pitches and content.
For example, AI-powered media monitoring tools can help companies to track their coverage in real-time, and analyze sentiment and engagement levels to gain insights into what's working and what's not. Similarly, AI-powered content creation tools can help companies to generate personalized pitches and content that are tailored to individual journalists and media outlets. However, it's important to remember that these technologies are still in their early stages, and there are also potential risks and limitations associated with their use. For instance, there are concerns about the ethical use of AI in PR, particularly when it comes to issues like bias and privacy.
Overall, I think AI has the potential to be a valuable tool for companies looking to improve their PR and media outreach efforts, but it's important to approach these technologies with caution and be mindful of their limitations and risks.
Neil: Great, thank you so much for your insights Matias. It's been a pleasure speaking with you today.
Matias: Thank you, it's been great to chat with you as well.