In the world of tech, the competition is fierce. From artificial intelligence to blockchain and cybersecurity, new companies are emerging daily, each vying for attention in crowded and complex markets. Large corporations like Google, Apple, Microsoft, and Amazon have established near-monopolies in various sectors, and it often feels like a David vs. Goliath scenario for smaller companies. However, in an era of media saturation, small tech companies can use tech public relations to effectively build their brands, raise awareness, and even disrupt industries traditionally dominated by the tech giants.
PR is more than just media outreach or writing press releases. It’s about storytelling—crafting narratives that resonate with audiences, building trust with key stakeholders, and creating a buzz around products that capture the attention of investors, journalists, and, most importantly, potential customers. For startups, PR can be the difference between getting buried in the noise or carving out a distinct place in the market. But how exactly can these underdogs make PR work for them? Here, we explore several key PR strategies for small tech companies to compete with larger rivals.
1) Building a Unique Brand Identity: The Key to Standing Out
For smaller tech companies, establishing a unique brand identity is one of the first steps in a successful PR campaign. Unlike big tech firms, which often rely on their name recognition and vast marketing budgets, smaller companies must carve out their own niche by clearly defining their value proposition.
Take Notion, a note-taking and productivity app that has grown exponentially over the past few years. When Notion launched, it wasn’t just about offering another digital notebook—it was about offering an all-in-one workspace that was customizable to fit the needs of different users, from students to executives. The PR around Notion’s product wasn’t just about its features; it was about its ability to empower users to create their own personalized, streamlined workflows.
Notion’s success in the PR space is due to its ability to tell a compelling story about its product and its mission to make work more efficient, while focusing on user-centric messaging. PR helped elevate Notion from a small startup to a sought-after product for productivity enthusiasts. For startups, PR can be the avenue to communicate not just what a product does, but why it matters.
2) Leveraging Thought Leadership: Positioning Founders as Experts
Another key PR strategy for small tech companies is the use of thought leadership. Small companies often have a unique perspective on emerging technologies or industry pain points, and this can serve as a foundation for PR campaigns. Positioning the company’s founders or executives as thought leaders can elevate the brand’s credibility and help create buzz around the company’s vision.
For example, Basecamp, a project management and team collaboration tool, succeeded in large part because of the thought leadership of its co-founders, Jason Fried and David Heinemeier Hansson. Through their regular contributions to blogs, books, and podcasts, Fried and Heinemeier Hansson became the voice of the company, and their ideas helped shape the discourse on how companies should approach work culture, remote work, and productivity. Basecamp was able to carve out a unique niche in a crowded market largely because of the influence of its leadership and the PR strategy surrounding their ideas.
By becoming visible in key industry conversations, small tech companies can gain a competitive edge. Whether it’s speaking at industry conferences, contributing articles to major publications, or hosting podcasts and webinars, thought leadership allows companies to get attention from media outlets and industry influencers. Most importantly, it builds trust with potential customers, investors, and partners by showing that the company’s leadership is credible and knowledgeable.
3) Engaging Media Relations and Securing Press Coverage
For smaller tech firms, media relations is perhaps the most direct way to gain attention through PR. Media coverage from respected publications like TechCrunch, Wired, or The Verge can provide validation for a startup and position it as an industry player. However, competing with the big players for media attention is no easy feat, and startups must be strategic in their approach.
One key strategy is timing. A startup should always align its PR efforts with product launches, funding announcements, or industry events to generate maximum exposure. For instance, Slack leveraged media relations to amplify its product launches, often securing coverage from tech journalists who had an established interest in collaboration tools and SaaS platforms. Additionally, Slack used a clever combination of exclusive media briefs to create intrigue, offering journalists early access to new features or beta versions of the product. This helped the company build anticipation and excitement around its releases.
For small companies, forming relationships with journalists in their specific niche is vital. By building a network of tech reporters, PR teams can develop ongoing media relationships, securing feature stories, interviews, and mentions that would otherwise be difficult to land. Small companies need to focus on pitching their unique angles—whether it’s how their technology solves a specific industry problem or the disruptive nature of their product—rather than simply relying on generic press releases.
4) Utilizing Influencer Marketing: Reaching the Right Audience
In the tech world, influencer marketing has emerged as a powerful PR tool. While influencer marketing is often associated with consumer brands and lifestyle products, it can also be highly effective for small tech companies. Many tech influencers on YouTube, Twitter, and LinkedIn have loyal followings and can provide highly targeted exposure to startup products that might otherwise be ignored by mainstream media.
Miro, an online collaborative whiteboarding platform, has successfully utilized influencer partnerships to grow its user base. Miro’s PR team tapped into the educational and remote work sectors, partnering with YouTubers, remote work advocates, and collaboration experts to review and promote their tool. These influencers didn’t just review the product—they demonstrated how it could solve common problems, such as team collaboration in a remote work environment. This targeted, authentic approach to influencer marketing helped Miro grow quickly and build credibility.
Startups need to carefully choose influencers who align with their brand values and can help them reach niche audiences. Influencers who are deeply embedded in specific sectors (like tech, entrepreneurship, or SaaS) can help a startup gain credibility in those communities, often providing the kind of social proof that leads to viral growth.
5) Crisis Management: Navigating the Press When Things Go Wrong
PR isn’t just about creating a positive narrative—it’s also about managing a crisis when things go wrong. For small tech companies, negative press or controversies can have a significant impact on reputation. A strong PR strategy should include an element of crisis management, preparing for potential challenges before they arise.
Consider Theranos, the now-defunct blood-testing startup that was once valued at over $9 billion. Despite massive PR efforts and high-profile media coverage, the company failed to address serious product flaws, ultimately leading to its downfall. The key takeaway here is that tech startups must be proactive and transparent when facing challenges—whether it’s a product malfunction, a data breach, or negative press. The way a company responds during a crisis can shape its public perception for years to come.
For smaller companies, handling negative press involves being transparent, accountable, and communicating clearly with both customers and the media. A crisis PR strategy should include a clear response plan and a commitment to resolving the issue at hand.
Final Thoughts: The Power of PR for Small Tech Companies
For smaller tech companies, effective PR isn’t just a luxury—it’s essential for survival. By focusing on building a unique brand identity, positioning leadership as thought leaders, securing media coverage, and leveraging influencer marketing, small startups can create a voice in a market dominated by large corporations. PR helps tech companies punch above their weight, providing them with the tools to break through the noise and reach the right audience.
Ultimately, small tech firms can thrive in a competitive market by embracing the power of strategic storytelling. PR isn’t just about publicity—it’s about creating a lasting, authentic connection with consumers, journalists, and industry influencers. When done right, tech PR can transform a small startup into an industry disruptor, proving that innovation and creativity often come from the most unexpected places.
