Your comms team should build your own ‘editorial calendar’ and populate it with communications opportunities spread across the year.

From the point of view of firms seeking to work with their media, the survey confirms some well-established PR truths – despite the constantly changing media and technology landscape.

Authentic content is not just about marketing; it's about building genuine connections with your important audiences - customers, prospects, partners, investors, govt agencies, skills pool, employees - which ultimately leads to business success.

Media comment and reviews continue to be highly influential among purchase decision makers, while social media posts relating to news coverage continues to draw some of the strongest traction among your social followers.

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By shaping your message and your story through simple marcom activities from the outset, it is relatively simple to take full control of how you are seen online

These are essential tools to build brand awareness, establish thought leadership, foster industry connections, gather market intelligence, generate leads, and attract talent within your target markets.

Positive coverage in the media can position a startup as a thought leader or disruptor in its industry, attracting attention and interest from potential customers, investors, and partners.

Building and maintaining a dialogue with the important writers and editors in your sector should be a key goal of every tech firms marketing communication programme in 2024.

By crafting a quarterly PR plan using the PESO model, you can ensure a holistic and adaptable approach to your communication strategy throughout 2024.

News and feature coverage doesn’t just “happen”. Journalists don’t ring up and ask for contributions to their latest feature. You have to seek it out and pitch for it.

Just like the engineers and entrepreneurs behind most companies, leading trade writers and editors are serious individuals, many with more half a lifetime of industry experience.

SME tech firms should begin to see the benefits of a targeted media campaign – media coverage, mindshare, social media engagement, and a live press page – within 6 weeks of an initial briefing, and sometimes sooner.

Even a start-up can use simple and classic PR techniques to build an authentic digital footprint to attract great SEO results – often within just 3 - 6 months of starting.

Nothing upsets a PR more than seeing ambitious tech companies waste their valuable news opportunities.

Personal branding is not simply self-promotion; it is building an authentic authoritative and meaningful connection with your audience. It is sharing your values, experiences, and expertise in a way that resonates with others.

Using this simple method, you can build an identifiable and qualified audience of thousands of individuals, organisations, educational institutes with a genuine interest in your firm.

Your vertical trade media can crystalise your offering, and place it in the context of a real life market environment. They can bring it to life for your audience.

In technology PR, where products and services are often complex and technical in nature, photographs can simplify the message and make it more accessible to a wider audience.

Your vertical trade media is where your industry comes to meet. Everyone subscribes: friends, colleagues, rivals, competitors, partners, investors, skills pool, employees. It’s the place to see and be seen.