Landing tech media coverage in Asia-Pacific (APAC) is like casting a fishing line into deep waters. You can’t see what’s beneath the surface, but you hope to reel in something valuable.
Journalists play a crucial role in shaping the narrative, and maintaining mutual respect and trust with them ensures that your company’s achievements are seen, heard and accurately represented.
Personalisation is a must
In today’s tech media relationship landscape, a simple press release is not enough to warrant coverage. According to Muck Rack’s 2021 State of Journalism Survey, a lack of personalisation is the number one reason journalists reject pitches.
Knowing the name of the person you are sending your pitch to is one thing, but recognising who they are (if you were to bump into them in person) is another thing entirely. Which is more likely to secure your brand media placements? The latter, because they trust in the rapport you have built with them.
At the 2024 TechLeaders Forum in New South Wales’ Hunter Valley region, AZK Media’s Managing Director Azadeh Williams asked award-winning journalists and leading tech vendors the importance of building strong media relations to land consistent coverage in the APAC region.
Let’s jump into why cultivating media relationships is essential, and how tech vendors can best navigate the world of media to land consistent coverage.
The golden rule of media relations
Alex Zaharov-Ruett, Founder and CEO of TechAdvice Life, set the tone by pointing out the obvious, yet, often overlooked fact: “It’s the golden rule. Why would anyone think a bad relationship with the media is a good thing?”
In the tech world, when you maintain positive relationships, you're more likely to receive coverage and access to valuable industry information. It’s simple; people are more inclined to talk to you and tell your story when there's mutual respect.
Building a long-term narrative
Chris Griffith, an award-winning technology journalist from The Australian and Channel News, stated building relationships allows journalists to follow a company’s journey.
“What tends to happen is the journalists will follow the company for some time if they understand what it's doing,” he said.
For tech vendors, this means their growth and milestones are more likely to be recognised and covered when they’ve established trust with media professionals. A deeper understanding of a company’s mission and innovation enables reporters to write more insightful and accurate stories, nurturing a long-lasting narrative.
Completeness in storytelling
Fergus Halliday of Reviews.org emphasised the role of good relationships lies in comprehensive storytelling.
“When they tell the story, they want to be able to tell the whole story,” he said.
Tech vendors investing in media relationships ensure journalists are not missing any critical information. A well-informed journalist can portray the full breadth of a company's achievements, helping that brand stand out in an industry flooded with information.
Trust and timeliness: Keys to success
Jennifer O’Brien from Stories Ink brought a fresh perspective, stressing the need for trust and efficiency in media relations.
“You’re going to seek out the PR people that you know, that you have faith in. They’re going to get the job done,” she said.
For tech companies, having established trust with journalists means their press requests are more likely to be answered quickly and accurately. In an industry driven by tight deadlines and fast turnarounds, acquiring those trusted connections can make all the difference.
O’Brien, who has worked in tech journalism for more than 20 years in both Canada and Australia, noted how long-standing relationships can be incredibly valuable.
“It does take a village to get the job done,” she said, underscoring the mutually beneficial nature of strong media relations. Journalists know who to reach out to for reliable information, while tech vendors benefit from timely and well-positioned stories.
Are your competitors stealing your spotlight?
TechDay publisher Sean Mitchell believes if you’re not communicating your story, someone else is taking the spotlight.
When selecting a media and marketing partner, tech vendors need to focus on the basics. Surprisingly, many PR professionals, whether in-house or at agencies, miss fundamental skills like strong writing and relationship-building.
According to Mitchell, a partner who understands how to craft the right message and navigate media connections is essential in ensuring that a tech company’s voice doesn’t get lost in the noise.
Cutting through the noise
TechDay’s Mitchell highlighted the sheer volume of information bombarding journalists today.
“The number of releases that we get each day has just exploded,” he explained.
In a world where inboxes are overwhelmed with press releases, it’s nearly impossible for journalists to open and read every email. For tech vendors, this means relationships with the media are critical in getting their stories seen. Strong connections allow vendors to rise above the noise and focus journalists’ attention on the stories that matter.
Final thoughts
If your press releases are a total flop, try establishing a connection with the journalist. You might be surprised how a small step can make for big leaps in the future.
By building strong, respectful relationships with journalists, tech vendors can ensure their stories are told in a way that resonates with the public and highlights their growth and innovation. From crafting the right message to cutting through the noise of a crowded inbox, it all comes down to trust, timeliness, and strategic partnerships.
By following the advice of industry experts, tech vendors can create lasting narratives that enhance their brand visibility and long-term success.
Authored by Jessica Phillips, Senior Social Media and Communications Specialist at AZK Media.
Comments