There are many ways startups can gain media attention from the various initiatives they are pursuing. Based on over 10 years of experience as a B2B tech PR agency supporting early stage startups, we put together a list of six effective tech PR campaigns for 2024:

Securing Funding

Raising capital from investors and venture capital firms is a significant milestone for tech startups and established tech companies. Announcing a major funding round can attract media coverage at local, national, and international levels. For example, fintech startup Fragment raised $9m and garnered extensive media attention, including a feature in TechCrunch.

Even if your funding isn’t as large, you can still gain media placements in local and industry-specific publications. Trade publications are great for reaching your target audience, and local news can boost your brand’s recognition within the community, making it easier to attract top talent.

Planning to go public? There are plenty of PR opportunities during this phase, but be aware that media relations during an IPO are subject to strict regulations. For more insights, check out Swyft’s blog on pre-IPO PR strategies.

Launching New Products

New product launches always capture the interest of industry-specific news outlets, making them a vital part of any B2B tech PR strategy. Collaborate with your product marketing team to gather details about upcoming launches and significant updates.

If you have multiple product lines, prioritize which ones to promote based on your PR budget. Many companies announce key innovations at annual trade shows where industry media are present in full force. If you’re concerned about getting lost in the noise, consider announcing a week before the trade show to generate pre-show buzz.

Regularly announce product updates throughout the year to stay visible in industry media. While incremental updates might not require as much planning, they help maintain your brand’s presence and reputation.

Winning New Clients

Winning new clients, especially large ones, can attract attention from trade publications covering your industry. For instance, a company providing advanced facial recognition software to a major airport could be featured in SecurityInfoWatch.com or Security Today.

To pitch successfully, research which media outlets have covered similar stories and follow their lead. Reach out to the same journalists, provide relevant details, and include client quotes.

Local news coverage for client acquisitions can be harder to secure unless the client is a major player. However, building relationships with local media can be beneficial for future announcements.

Hiring Executives

Hiring new executives often interests local business journals, which may even dedicate articles to C-suite appointments. Provide more than just a resume—include details about the role, future opportunities for the company, and quotes from the new hire and other executives.

Share new hire announcements as soon as the executive starts in order to ensure media outlets consider your pitch.

Celebrating Product Milestones

Sharing product milestones, such as time on site, transaction volume, or customer numbers, can attract media coverage in trade publications. These metrics help the media measure your company’s performance against competitors.

Identify which metrics matter most to your target media. Even if some metrics don’t outshine your competitors, highlight the areas where your company excels.

Telling Growth Stories

Local media often focus on what’s happening in their community, so stories about your company’s growth can be very appealing. Emphasize your economic impact, such as job creation and real estate investments.

Growth stories enhance your company’s reputation as a market leader, boost recruiting efforts, and provide social validation to potential customers. For example, Apple’s announcement of a new campus in Austin generated extensive media coverage and attracted job applicants, reinforcing its status as a major tech employer.

Interested in learning more? Reach out to Swyft about getting B2B tech PR support in the U.S. or anywhere in the world. Looking to grow your business in the U.S., check out the American PR strategy playbook Swyft wrote for First PR Alliance and its member agencies.

About Sarah Gagliardi: Sarah is a Content Writer for Swyft, a member of First PR Alliance; Swyft is a tech PR agency in Austin and a top digital marketing and PR agency in Denver since its founding in 2011. Swyft offers tech PR in San Francisco though its satellite office in Santa Rosa. Swyft was also listed as one of the top tech PR agencies in Texas by the B2B services review site, Clutch.co.