The key to unlocking these opportunities is ensuring the writers and editors you are pitching to are the people you want to reach, and ensuring the opportunity is correctly prepared and framed.

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.

Every tech and specialised B2B PR campaign should start here: identifying and engaging with their vertical media - the rewards and credibility any resulting coverage brings repays the effort many times over.

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.

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.

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.

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.

Measuring the effectiveness of PR and determining its impact on your company's bottom line is a fraught task. Here are 6 ways to evaluate whether PR is leading to a positive ROI.