The consumer tech landscape is a battlefield. Every day, there are more innovative products that are trying to get the attention of customers. So it’s important to have a consumer tech PR agency that will create a strategy that cuts through all that noise and captures the imagination of the public.
Storytelling in consumer tech PR
Consumers aren’t just looking to buy the best features. They’re looking to invest in experiences and great solutions. That’s why effective PR shouldn’t just highlight the dry technical specifications. It should create compelling narratives that will resonate with the target audience.
Focus on the “why”
Instead of listing every single technical feature, it’s better to explain how the product is able to solve a problem, improve lives, or create exciting new possibilities.
Evoke emotions
People are a lot more likely to connect with stories that elicit an emotional response from them. That’s why it’s useful to highlight the positive emotions that the product can elicit from the customers, whether that’s going to be an increase in their productivity and creativity or just fill them with a sense of fun.
Hero’s journey
The product should be positioned as a hero in the story the company is telling. It should show how it overcomes challenges, and empower the users to achieve their goals. Framing the narrative around a hero’s journey can create a better sense of connection.
Targeted outreach
Not every media outlet and influencer is created equal. A disorganized approach to targeted outreach in PR efforts won’t yield any positive results. The key to success is identifying the right publications, journalists, and influencers that resonate with the target audience.
Knowing the audience
Before pitching the product, it’s important to develop a clear understanding of the ideal customer the company will be targeting. Define what their interests are in the digital space, such as the websites they visit, the people they follow on social media, and the publications they already trust.
Partnerships
Look for journalists and influencers who are already passionate about the same issues that the product is able to address and solve. These are the people who are going to be a lot more likely to understand the story behind the product and then share it with their audience.
Building relationships
Relationships are the key to effective PR efforts. Creating connections with journalists and influencers takes a bit of time and effort, but the subsequent results are substantial.
Informative
Instead of constantly bombarding journalists with press releases, it’s better to provide them with valuable information, expert insights, and exclusive access to the product. Becoming a trusted source that they can rely on will generate the best results.
Transparency and communication
Maintain open and honest communication with the media at all times. That means being responsive to inquiries and providing clear, concise information.
Respecting time
Journalists and influencers are busy people, just like everybody else. The best way to truly connect with them is for the pitches to be concise and to the point. Highlight how newsworthy the product is, and how it can benefit their audience.
