In the fast-paced world of technology, standing out is more challenging than ever. As innovative companies vie for attention in an increasingly crowded marketplace, the role of public relations has evolved from simple media coverage to a sophisticated art of storytelling and strategic communication. We sat down with Eve Miller, an Account Executive at Smart Connections PR, to dive deeper into the intricate world of tech PR – exploring how strategic communication can transform complex technologies into relatable narratives, build brand credibility, and ultimately drive business success.

VMblog:  How can PR help tech companies stand out in the crowded and ever-changing industry?

Eve Miller:  PR helps tech companies stand out as the industry becomes crowded and rapidly evolves. With many companies fighting for attention, setting your agency apart from the rest requires more than just having a great product. It requires a well-thought-out strategy that showcases your company's values and vision so that it resonates with your audience. Having a voice and making an impact amongst competitors allows companies to build strong, lasting relationships with stakeholders including investors, partners, customers and even competitors at times. It's important to stay relevant and at the forefront of the industry, and PR allows companies to do just that. Whether through media coverage in key publications or winning notable awards, PR helps companies in gaining partnerships and positioning them as credible and trusted leaders in their fields of expertise. 

VMblog:  What role does storytelling play in tech PR, and how can it be used to communicate complex technologies to a broader audience?

Miller:  Great storytelling is essential in tech PR as it allows complex technologies to be turned into relatable and engaging narratives that resonate with an audience. By "humanizing" some of the more technical details, it ensures specific technology concepts are accessible and easier for the mainstream media and audiences to understand. When PR helps tech companies frame their innovations in a way that showcases their true impact, it brings the technology to life. Whether it's a groundbreaking software solution that can affect daily life or a new tool designed to help businesses, storytelling bridges the gap between high-tech advancements and their benefits to the public. Storytelling is also critical to building emotional connections with an audience. Sharing real stories of how a product or company solves problems gives a brand a sense of authenticity and purpose.

VMblog:  What role do ethics play in tech PR?

Miller:  As technology evolves and policies change, ethics play a crucial role in tech PR as it can affect how the public perceives companies. With rapidly advancing technologies such as artificial intelligence, big data and automation, PR agencies must be mindful of their messaging strategies' impact on public perception. Topics such as data privacy or environmental effects can sometimes be difficult challenges to face. However, this shouldn't scare companies away from talking about these issues. Instead, these kinds of topics provide companies with an opportunity to build stronger relationships with not just customers but investors and stakeholders as well. Through a transparent PR strategy, companies can avoid misinformation that could potentially damage their reputation by addressing concerns head-on. This approach will directly help protect a company's credibility and position itself as a leader in their industry. 

For PR agencies, it's important to partner with companies whose values and ethics align with their own. This doesn't mean that you must agree on everything. However, the more transparent a company is about its products, vision and values, the better. People increasingly want to support businesses settled firmly in their beliefs and that show authenticity. While this doesn't mean a company needs to speak on every major issue, it does mean they should speak up on what truly matters to them and their audience, especially if it concerns their products or services. This consistency and honesty create stronger connections that allow a tech company to be seen as a brand people can trust and rally behind.

VMblog:  How does thought leadership fit into the PR strategies of tech companies?

Miller:  Thought leadership can be the defining factor that makes a company stand out from its competitors. By positioning executives as industry experts and leaders, thought leadership pieces strengthen a company's credibility and help it to build trust with its audience. This strategy allows company leaders to share their insights, experiences and perspectives on trends and issues, showcasing their expertise and humanizing the brand. Whether through interviews, articles or speaking opportunities, company leaders have the opportunity to connect on a personal level with their audience, making the company feel more relatable to the general public.

Thought leadership allows people to put a face to a company. This approach does add a layer of accountability as the executives are now responsible for their actions and decisions and are no longer just a voice behind their product or service. However, when done right, thought leadership is a powerful tool to gain consumers' and industry peers' respect and admiration. It helps showcase the company's authenticity, allowing it to resonate deeper with its audience. Thought leadership can be scary but sharing thought-provoking ideas and addressing important issues is how tech leaders differentiate their companies and position themselves as a trusted voice in the industry.

VMblog:  How do tech PR agencies measure success?

Miller:  The success of tech PR can be measured through various metrics, such as media coverage, website traffic, and social media engagement, but these numbers alone don't always tell the whole story. While visibility is important for PR, the accurate measure of success is how those metrics translate into real business results. For example, how many media mentions actually lead to new investor interest or partnerships? 

Ultimately, the real value of PR comes down to the lasting effects it creates. Success is measured by how effectively PR builds a company's reputation and strengthens its relationships with consumers, investors and partners. In this case, quality always outweighs quantity. It's not about how many media placements you have but how impactful they are and whether they resonate with the right audience. The impact of PR isn't always immediate and sometimes takes a few tries, but over time, the results should be reflected in business opportunities and long-term success.

VMblog:  How can PR agencies help global tech clients?

Miller:  PR agencies are the bridge between markets for global clients in the technology industry, helping them grow their presence. While maintaining consistent messaging is important, PR agencies must also tailor strategies to different audiences based on the region. Adapting communications to resonate with local audiences helps global clients position themselves across diverse markets. In addition to adapting strategies, PR agencies help global clients build relationships with influencers, journalists and investors worldwide. These types of relationships are crucial for a company to gain visibility and credibility in foreign markets. This could mean more investment opportunities or inquiries for a company's product or service. PR can also assist clients in translating press releases to different writing styles and expectations while maintaining the correct messaging. Overall, PR agencies can help international companies go from being a locally known brand to a global one.

In a world where technology moves faster than ever, PR isn't just about visibility, it's the art of transforming innovation into a story that sticks, making complex ideas accessible, and ensuring that a company's voice cuts through all the noise. More than press releases and media placements, PR shapes narratives, builds trust, and connects companies with the right audiences. True success in tech PR isn't measured just by media hits but also by the relationships created, the credibility that can only be earned over time, and the lasting influence a company has on its industry. At its best, PR is the catalyst that turns great technology into something people understand, believe in, and ultimately, adopt.

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Eve Miller is an Account Executive at Smart Connections PR, a full-service boutique public relations agency specializing in helping B2B and B2C organizations create effective and strategic communication programs. With a background in tech PR, she has worked across various industries, including AI, telecommunications, retail, healthcare, space, quantum and more. Eve holds a Bachelor of Arts in Journalism & Public Relations, along with a minor in Communication Design, from California State University, Chico.