More and more IT companies are operating in Poland, which shows the dynamic development of the technology sector and its growing importance in the market. According to analyses by Dun & Bradstrett, between January and September 2024, the market grew by more than 11,000 entities - an increase of 6% compared to 2023. In the face of intense competition, thoughtful PR activities are key to standing out and building market advantage. What should you pay particular attention to when building a public relations strategy in the IT sector? What PR activities in the IT sector are worth implementing and what can be achieved through them? We explain and suggest.
Why are PR activities essential in the IT market?
In April 2024, there were almost 190,000 companies operating on the Polish IT market. According to experts, after the new year there may already be more than 200,000. Competition is enormous. Added to this are the challenges associated with the rapid pace of innovation and the changing needs of the market. The only companies that stand a chance of success are those that manage to build a strong and credible brand image, stand out against their market rivals, win the trust of all stakeholders and respond to emerging challenges on an ongoing basis. And this is where well-considered PR activities come into play.
PR is an integral part of the communication strategies of companies in the IT sector. These activities are crucial both for winning new customers and building relationships with business partners and the media. The term public relations covers all activities aimed at managing a company's image in the eyes of different audiences, such as customers, business partners, the media, investors or the public. Public relations activities include, among other things, communication with the media, organising events and crisis image management.
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What are some examples of successful PR activities in the IT industry?
The IT sector is particularly demanding - characterised by a rapid pace of innovation and changing market needs. One of the most important PR activities for a company in the sector is to build up the company's image as an expert in a particular field. An effective tool to strengthen the expert image is commentary. Specialists from IT companies can comment on industry breakthroughs, new investments or the market situation. Webinars, conferences and industry publications that allow the company to present its achievements and solutions are also helpful in building an expert image.
A second important PR tool is media relations management. Technology media have a strong influence on the purchasing decisions of consumers and business partners. Good relationships with journalists, bloggers and influencers allow companies to respond quickly to changing market needs and report on new products, services or innovations.
A key tool in building media relations is the press release, such as on the development of new solutions, the launch of innovative products or the establishment of cooperation with other entities.
Marketing must not be forgotten. Indeed, marketing and public relations are closely intertwined. Presenting product novelties, implementing advertising campaigns or increasing the company's presence in social media are just some of the elements where both well-thought-out PR and marketing activities are necessary. The synergy of marketing and PR is an opportunity to reach a wide audience and strengthen brand communication.
In today's IT market, pro-social activities are also important. Investing in sustainability, supporting local initiatives or organising educational events can all help to create a positive public perception of a brand.
What to look out for when building an IT PR strategy?
PR activities will not yield results if they are not well thought out. First and foremost, every PR campaign should have a clearly defined objective: whether it is to promote a new product, educate the market or manage a crisis. The success of PR activities also depends on a precise definition of who our messages are aimed at.
In the IT industry, this can range from B2B and B2C customers to technology professionals or decision-making staff. Each of these groups requires a different approach and communication style. Depending on the target group, an IT company's PR activities may involve different media. It is worth using traditional media, such as the trade press, as well as modern channels such as social media and technology blogs.
Transparency and credibility are no less important. IT companies must be particularly careful in communicating their offerings and achievements. False promises or stretching data can quickly destroy the trust that is the foundation of relationships with customers and partners.
Storytelling is also helpful in building a PR strategy. Telling the story of a company's beginnings, technological challenges and design successes helps build an emotional connection with the audience.
What are the key aspects of effective IT PR activities?
How do you stand out from so much competition? The key to success is creativity! PR campaigns in the IT industry need to be original, fresh and engaging. Examples include interactive product presentations or events that allow potential customers to experience technology first-hand.
Regularity must not be forgotten. Sporadic PR activities do not have the desired effect. What is important is consistent image building and regular communication.
Any PR strategy should be measurable. Analysing indicators such as reach, number of publications or social media engagement allows you to assess the effectiveness of your actions and make the necessary adjustments.
The IT industry is evolving at an incredible pace. We are undoubtedly witnessing a digital revolution. However, even the best technology requires communication support in order to establish itself in the minds of audiences and effectively meet business objectives. Thoughtful PR activities are the foundation of success for any conscious IT company.