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Speaking the Developers’ Language: A Tech PR Guide to What’s on Dev Teams’ Minds in 2025

sian@karbocom.com on March 5, 2025

Developers and engineers are at the forefront of innovation, creating the technologies that shape our world. To connect with them through PR, communication must be authentic, technically accurate, and relevant to their priorities.

As we move through 2025, here are key developer trends that are top of mind for developers and how PR professionals can engage with them effectively.

1. The Build vs. Buy Debate will Always be Relevant

The “build vs. buy” debate is shifting towards hybrid approaches, where companies integrate modular components to balance customization with convenience. Cost concerns, particularly subscription fatigue, are driving some businesses to reconsider in-house development for greater financial control. The decision often hinges on whether the software is core to the company’s differentiation—critical functions may justify building, while non-core needs can be met with third-party solutions. Resource availability also plays a role; organizations with strong development teams may build, while those lacking expertise lean towards buying. Additionally, time-to-market is a crucial factor—purchasing software enables rapid deployment, whereas custom development requires longer lead times. Ultimately, companies are moving away from a binary choice and instead adopting flexible strategies that optimize costs, align with business goals, and ensure long-term scalability.

In showcasing software solutions targeted for developers and engineers, work with your tech PR team to determine how to best amplify the message of your product’s total cost of ownership. Developer and engineering teams want to understand how your technology will increase their productivity, and allow them to focus building in areas that propel their businesses forward.

2. AI Powers Everything, Good and Bad

AI isn’t just about automation anymore—it’s changing the game for developers, from how they write code to how they debug and streamline workflows. These teams are also rapidly adapting to the explosion of agentic AI technology including building in ways that give end users a great experience, and securing their technology against nefarious AI agents. Tools such as GitHub Copilot, AI-driven testing, and smarter DevOps are making things faster and easier, but they’re also sparking big conversations about ethics and the future of coding jobs. PR pros need to recognize both the excitement and the concerns, making sure their messaging feels real, highlight security-first approaches, and is relevant to what developers actually care about.

3. Refined Messages Around Data Protection

Companies are not only producing data at record volumes now, they are also dependent on the same data sets as its biggest users. Developers are not just builders but stewards of this critical resource for companies. They play a crucial role in building and maintaining data pipelines, ensuring that data is efficiently collected, processed, and stored. With increasing concerns over data breaches and corruption, they also must implement robust backup, recovery, and security mechanisms. Developers aren’t just coding—they’re solving real business problems. Understanding data as a critical business asset helps developers align their work with organizational goals, whether by improving analytics, enhancing customer experiences, or streamlining operations. Marketing to developers about data management has to always be practical, technical, and value-driven while avoiding hype.

Navigating the evolving developer landscape? Let’s talk about how PR can help your brand stay ahead.

4. Open Source, Community, and Trust

Open-source software remains a cornerstone of innovation, fostering collaboration and accelerating technological advancements. However, security concerns persist, as transparency can expose vulnerabilities, necessitating responsible development practices. The rise of open-source AI models has sparked debate, balancing innovation with risks of misuse. Companies like DeepSeek have leveraged open-source strategies to achieve rapid AI adoption, highlighting its competitive advantages. Meanwhile, regulatory measures like the EU’s Cyber Resilience Act raise concerns about potential burdens on open source developers and the broader impact on digital sovereignty. Despite challenges, open-source continues to drive progress, and developers rightly care about transparency and community-driven projects. If brands want to connect with them, they need to join open-source conversations in a real way, contribute value beyond promotion, and build trust through meaningful engagement rather than overt marketing as ongoing discussions about balancing openness, security, and regulation in the evolving tech landscape will remain topical.

Conclusion

One of the most effective ways to build trust with the developer community is by amplifying developer voices. Whether through webinars, Slack communities, technical blogs, AMAs, or open-source contributions, giving engineers a platform to share insights makes messaging more genuine and impactful.

Effective PR also means meeting developers on their terms—through authenticity, technical credibility, and real engagement. Whether it’s AI, cloud-native development, open-source collaboration, or security concerns, understanding what matters to dev teams is key to building trust. By amplifying developer voices and focusing on real value over marketing hype, PR professionals can create meaningful connections that resonate in 2025 and beyond.

Want to build a PR strategy that speaks developers’ language? Subscribe to our newsletter for expert insights.

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Adapting External Communications Strategies Amid Economic Uncertainty

sian@karbocom.com on February 20, 2025

Economic uncertainty can arise from several factors, including inflationary pressures, global supply chain disruptions, geopolitical instability, financial market volatility, and workforce transformations. These factors present both challenges and opportunities for companies who continue to focus on growth. In times like these, how companies communicate with customers, investors, and employees matters more than ever. People want honesty, reassurance, and a sense that businesses are in control, even when the economy isn’t. That’s why adapting external communications isn’t just a nice-to-have—it’s a must for maintaining trust and staying competitive.

Shifting Technology Communications Priorities

In uncertain times, tech businesses especially need to rethink how they communicate. First, transparency is key—customers and stakeholders appreciate honesty about challenges and how the company is handling them. Trying to disguise bad news or stay silent only fuels doubt. Instead, brands should focus on customer-centric messaging that addresses real pain points, showing how their products or services can help people navigate tough times. That means shifting from overly promotional language to content that highlights benefits like cost savings, efficiency, and long-term value.

More than ever, businesses have to meet their audiences where they already are—whether that’s social media, email, or webinars. It’s not enough to simply push messages out; companies need to actively listen to these channels for feedback, monitor shifting audience preferences, and adjust their messaging in real time. Showcasing tangible value is essential. Customers want to see clear evidence of ROI before making purchasing decisions, so businesses should lean into case studies, cost or ROI calculators, and real-world success stories, and strategic advantages.

Advice for Creating a New Strategy

To realign external communications strategies with these new priorities, messaging should directly address customer pain points. It’s not enough to promote a product or service—companies need to frame their offerings as essential tools for overcoming financial and operational challenges. This means positioning the brand as a trusted partner rather than just a vendor. Press releases/strategic announcements, thought leadership pieces, and media outreach should focus on real-world solutions that improve efficiency, reduce costs, and mitigate risks.

Credibility is everything during uncertain times. Leveraging data, industry insights, and proven success stories is key for an effective, updated strategy. By publishing case studies, whitepapers, and market reports that highlight measurable ROI, businesses can demonstrate their impact in a way that resonates with budget-conscious customers. Working with a tech PR agency or team to secure media placements for these insights builds credibility and keeps the business’s brand top-of-mind.

Thought leadership plays a crucial role in maintaining a strong brand presence. Executives and subject matter experts should actively participate in industry discussions through active LinkedIn communications, keynote speeches, webinars, and guest articles. By sharing their perspectives on resilience strategies, market trends, and business best practices, companies can reinforce their expertise and strengthen relationships with key stakeholders.

Effective content development is key to further maximizing the impact of thought leadership work. Businesses should create editorial calendars to align with industry conferences, product launches, and the market trends that are most relevant for their customers. While forms of content should be varied to target multiple audiences (blogs, infographics, videos, reports), consistency in the messages amplified and the publishing cadence is critical for any brand to stay top of mind with their audiences, without over-saturating attention spans.

PR efforts should be highly targeted. While broad media outreach is always good for awareness, businesses should focus on industry-specific publications and niche platforms where their audiences are most engaged. Developing strong relationships with journalists and editors in these spaces allows companies to offer tailored insights that are relevant to their industry and customer base.

Reputation management is another vital component. In times of crisis—whether it’s layoffs, supply chain disruptions, or shifting market conditions—businesses need to communicate proactively and transparently. Having a crisis communication plan in place ensures that companies can address concerns head-on and respond to misinformation.

Looking to the Future

Economic uncertainty presents challenges but it’s also a chance for businesses to build trust, highlight their value, and stand out as leaders. By adapting external communications to focus on transparency, address customer needs with cost-effective solutions, and leverage digital tools, companies can foster lasting relationships. Thought leadership, data-driven storytelling, and proactive reputation management will distinguish businesses and set the stage for long-term success. Effective communication boosts confidence, strengthens relationships, and keeps businesses agile in a rapidly changing economic landscape. Companies that adapt now will not only survive economic changes but set themselves up for future growth.

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Karbo’s Innovative Services and Expert Team Drove Triple-Digit Client Growth Across AI, SaaS, Security, and Healthcare in 2024

sian@karbocom.com on January 29, 2025

As a leading technology PR, content, and digital marketing agency, Karbo achieved remarkable business growth in 2024. We doubled customer acquisitions compared to 2023, grew healthcare and pharmaceutical clients’ signings by 300%, and generated significant client wins across the AI, SaaS, infrastructure, and security sectors.

Reflecting on the year, we understand that technology companies face increasingly crowded markets, challenges reaching their target audiences and limitations around producing high-quality content that grows awareness and inspires purchasing decisions. To best meet the evolving needs of our clients and deliver measurable business impact, we’ve leveraged decades of rich technology communications experience into innovative service offerings:

Karbo’s Rapid Results Method focuses on securing meaningful media placements, creating compelling content and producing memorable digital marketing programs that drive brand awareness, customer acquisition, funding, partnerships, and more.

Karbo’s AI Practice expanded this year and caps over 25 years of experience working with AI companies. Whether an AI startup, a company integrating AI into their product line, or a multi-billion-dollar brand acquiring or building AI solutions, Karbo offers a unique mix of deep AI knowledge, experience in communicating AI technology and benefits with the current AI tools and perspective.

Karbo’s PowerStart Package democratizes startup access to PR and marketing programs and content to give pre-Series A technology companies access to top-flight services at an affordable price.

We take an ROI-focused approach to consistently deliver impactful outcomes and remain committed to fast-tracking our clients to market leadership and success. If you’d like to meet our team of experts to learn how we can help, please visit: https://karbocom.com/

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Four Steps to Creating Data Reports that Capture Media Attention

Christina on December 2, 2024

Data reports, when created well and released at the right time, are a great tool to educate the public and key stakeholders about anything from complex industry issues, market dynamics, or a technology’s larger impact. They provide objective, factual information that can support a company’s messaging and help increase credibility. They serve as evidence of the company’s achievements, successes, or the impact of its products or services, building good trust with key audiences. Data reports have been especially effective in the SaaS, security, fintech, and biotech/pharma/healthcare spaces recently.

Reports are also a strong tool across marketing. Journalists frequently seek strong data to inform their reporting, and 68% want to see original research and trend data when pitched a story. Having the right report with strong insights can lead to increased media coverage and positive press. Furthermore, data reports can be repurposed into content for various channels, including blog posts, infographics, social media updates, and videos. This helps disseminate the information to a wider audience. Here are four steps to creating a strong report:

Choose a report focus and collect relevant data

In narrowing your report focus, consider the type of insight that would be most compelling to your target audience. Are there new trends you are seeing with customer needs, or how customers are using your technology? Could this speak to a wider shift in your industry? Choosing a report focus will help you determine what type of data you will need to gather. It’s always a great idea to use relevant, proprietary data if you have access to it. You can also create an original survey that looks at market insights and predictions, product usage statistics, or any other information that explores your technology’s strengths. To make sure the data is accurate, up-to-date, and reliable, use reputable tools and work with your tech PR team to ensure the methodology and data sourcing is sound.

Analyze and interpret the data

Once you have the raw data related to your report focus, see where the most meaningful insights and trends sit by noting where there are the most unexpected or extreme data points, as well as the strongest correlations. Understand what the data is saying and how it reflects on your company. Your tech PR team will advise on how to translate and package the most compelling raw data for the public to easily understand. This will take into consideration:

Communicating the data in a way that resonates with your target audience
Creating top narratives that highlight key takeaways and the significance of the data
The best storytelling techniques to make the data relatable and memorable. This could include real-world examples from client surveys or case studies illustrating the impact of the data

The best tech PR teams will also understand the best channels to deliver and amplify your data report, and what custom content should be created for each. This could include press releases, social media posts, blogs, webinars, or even thought leadership/speaking engagements. Work with PR to determine what are the best channels for reaching your target audience with your data and tailoring your message respectively. For example, a press release focusing on key numbers and statistics might be best for some stakeholders, while a client blog post that goes deeper into the story behind the data might be better suited for your prospective customers. Tech PR teams can also provide guidance to the best visual tools to help present the data in easy-to-understand and easy-to-amplify ways like infographics, charts, videos, or interactive content.

Leverage media relations and engage with your audience

With your key narratives and final report package ready, your tech PR team is armed to reach relevant media outlets and journalists who cover your industry and provide them with the data along with a compelling story. They can further tailor outreach to specific journalists or outlets, highlighting why your data is relevant to their specific audience.This will encourage interaction and discussion around your data. Social media content and other online forums are great ways to extend the dialogue around your report and the story you’re telling. Your tech PR team will help guide you with how to respond to comments, answer questions, and how to navigate feedback, if necessary.

Measure your report’s impact

Track the performance of your data by noting three key areas: the demand for the full report, the influx of leads in the weeks and months after the data is made available, and any change in the duration of individual sales cycles. By showcasing that you understand the current industry, understand your customers, are a thought leader and are transparent, a strong data report campaign can make a positive difference in the three aforementioned areas that impact your company’s bottom line.

PR efforts can also be measured by monitoring metrics like brand awareness, website traffic, social media engagement, press coverage, and sentiment analysis to understand the impact of your data-driven PR work. These insights can be used to refine your approach and continue to improve your PR efforts.

If you want to build on the success of a first report, consider becoming an authority on the survey topic with an ongoing report schedule that looks at how the data shifts in the quarters and years to come, or even expand the report topic to include other relevant data analyzes with tangential focuses in an ongoing report series.

Surveys and reports can be a critical component of a well-rounded tech PR and marketing strategy. They can help provide a foundation of credibility and objectivity that supports the messages most important for your audiences to hear .Using data and reports for public relations efforts can be a powerful way to enhance your brand’s awareness, showcase achievements, and enforce your team’s standing as thought leaders and subject matter experts. Remember, transparency and authenticity are key when using company data, and a great tech PR partner will help ensure that the data is presented honestly and accurately, and be prepared to address any questions or concerns that may arise. If you’re interested in learning more about the best ways to use data in your tech PR strategy, let us know at info@karbocom.com.

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Leadership is a Choice

Julie Karbo on November 4, 2024

Over the years, my team and I have helped tech executives step into the spotlight and claim leadership. Some executives have been reluctant participants, others have embraced the opportunity to illuminate and motivate. Whether they relish the role or participate because it’s necessary, smart executives realize the beacon of leadership lights a path to influence and profits by directing action and inspiring others. But leadership isn’t simply a mercenary activity designed to drive sales. It can be a vehicle for courage and change.

Inspiring narratives are only half of the leadership equation. Leadership must also be manifested in our values, processes, actions and results. Karbo is committed to walking the walk by embracing aspects of leadership in our own company. One example is our designation of election day as a paid company holiday. We don’t do this expecting a specific result. Self determination for ourselves and our communities is heavily dependent on voting. We’ve done this so our team can give voice to their values.

We also possess strong values as it relates to equity, even as a number of companies are reducing or eliminating equity (frequently referred to as DEI) efforts. Retreats from DEI commitments have been attributed to several factors.

As Forbes states, “The recent rollback of DEI initiatives can be attributed to various factors. Economic uncertainties, political polarization, and societal backlash against perceived “wokeness” have made some companies wary of continuing their investments in DEI.” These retreats have not come without a cost. There has been some backlash from employees and customers with some companies struggling to respond to the retreat from DEI.

Others, such as Microsoft and Salesforce, remain committed to their equity initiatives. Their values remain unchanged by regulatory changes and the trends around language that come and go. Most importantly they’re focused on the intended outcomes – enriching the diversity of thought and value brought by diverse perspectives, experiences, and people.

In fact research by Seramount published on October 1, 2024 shows that “…80% of their 600+ clients are maintaining their DEI efforts, with an additional 10% doubling down. That leaves only 10% scaling back—largely companies that never viewed DEI as a business imperative to begin with.”

Karbo chooses to remain devoted to equity efforts because providing opportunities for those that have been blocked — either through lack of protections, prejudice, or lack of commitment — helps to level the professional playing field. In our own way we choose to eliminate the roadblocks of discrimination that continue to hinder participation and equal opportunity in tech. For example, we undertake non-discriminatory interviewing and hiring, promote based solely on merit, contribute to scholarships for students in marginalized communities, and donate to organizations that fight discrimination. And let’s be clear, we have realized a tremendous business benefit from employees that belong to disenfranchised communities. Their presence, perspective and contributions have enriched our company in many ways—financially and otherwise.

More than ever, executives are revealing themselves by the paths they lay for some and eliminate for others. As these hard choices are made, I hope true leaders will make choices that are not only driven by expediency, but by values and ethics. We can choose to be a bridge to progress and achievement, rather than an impediment to some based on the past. My experience in working with hundreds of executives and companies is that most want to do what’s best for their stakeholders and this includes charting a path to success that is inclusive versus exclusionary.

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Maximizing Impact: Strategies for Social Engagement and Thought Leadership at Industry Events

sian@karbocom.com on September 24, 2024

As we know, social media is not only an outlet for sharing information – both personal, professional and everything in between – but it’s also a strategic tool to drive engagement between vendors and users. A few months ago we shared 4 ways to use social media to garner media attention in 2024. Today, our counsel is geared toward driving impactful engagement at conferences using hashtags and executives’ thought leadership.

Hashtags are strategic conference assets

Hashtags are a versatile tool that can enhance brand awareness, discoverability, engagement, organization, and more. Leveraging conference hashtags, or creating your own, can help drive:

Increased visibility: With hashtags your conference-related post automatically becomes discoverable to users following that hashtag, expanding your audience beyond your networked followers. This is especially keen for industry events, as conference-goers look to hashtags to help find relevant talks, booths, and more. For example, longtime Karbo client Penguin Solutions leveraged a unique hashtag (#HPCeveryone) on branded Penguin plushies at a large industry conference and received close to 100 entries from social media alone.
Enhanced Engagement: Posts that include relevant hashtags usually have the most engagement. They attract interested audiences (and potential customers), which leads to more likes, comments, and most importantly, shares—expanding influence and reach.
Targeted marketing for brand awareness: Hashtags enable executives and businesses to foster a sense of community by reaching specific audiences that are interested in more niche content and topics. Leveraging unique hashtags can drive user-generated content and broaden awareness for your personal and professional brand.

Being a thought leader rather than a thought follower

Industry events are the perfect place to display unique thoughts that inspire new opportunities, drive audience engagement, capture lead generation, and display your company’s breadth of knowledge at crowded industry events. Ensuring your executive or business’ social media aligns with what you’re messaging and offering at the event helps accrue an engaging audience. Here are a few ideas to consider:

Talk titles: Consider amplifying unique thoughts with catchy talk titles that spark immediate interest and go against the grain. Attendees are usually given an agenda with all presentations, having a title that stands out will likely leave an impression on the busy conference-goer.
Live social broadcasting from the show floor: This tactic has helped Karbo clients dramatically increase followers and engagement. Report from booths, ask questions of attendees and publish their answers, be that man or woman on ‘the street’ that’s providing interesting timely news from the show floor. Consider using an engaging platform (i.e., X, Reddit, etc.) to invite post-conference thoughts.
Amplify via Social Media: Up the volume on your booth happenings, your executive’s views and speaking with hashtags and unique offerings, such as a raffle or giveaways (using a hashtag) or one-of-a-kind photo opportunities that are sure to resonate with your brand.

Being a thought leader rather than a thought follower captivates an audience that drives engagement and awareness on social media. From harnessing the power and value of industry events to optimizing tools, impactful ROI is exemplified by the countless clients we’ve supported in gathering record-breaking attendance, social media engagement via optimal hashtags, and results that are proven to drive sales.

We’ve seen firsthand from the countless clients we’ve supported how effective strategies, such as creative social programs, using the right hashtags, and other tactics can lead to impressive results, from increased attendance at events to heightened engagement online to sales leads.

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The Role of PR in Launching a New Product: Best Practices and Strategies

sian@karbocom.com on August 22, 2024

Launching a new product is an exciting yet challenging endeavor for any company. The success of your launch hinges not just on how well you can create buzz, but engage with your target audience and differentiate your product from the competition. A thoughtful and well-executed PR strategy is crucial to achieving these goals and ultimately, can be the sales driver for your brand. In this guide, we’ll outline best practices and strategies for leveraging PR in the pre-launch, launch and post-launch phases to ensure your company breaks through the noise, attracts potential customers and establishes brand credibility.

The Planning Phase: Building Out a Product Launch PR Strategy

As you get ready to launch your new product, the planning phase is arguably the most important phase of your PR strategy. A strategic PR plan doesn’t happen overnight – ideally, this process begins at least 6-8 weeks before your target launch date. So, what do you tackle first? Figuring out what your narrative will be. Developing a compelling narrative that highlights your product’s unique value proposition is key to breaking through the noise. Your narrative should be focused on how this product solves a bigger market challenge or need in a way that your competitors don’t. Addressing your audience’s pain points with clear and concise messaging ensures that your story resonates not just with your target audience, but with the reporters who cover your industry. Articulate why this news matters now and how your product solves challenges for your customers in a way that competing products can’t.

It’s critical to establish clear launch objectives before you dive into your specific tactics. This can include building and strengthening relationships with target journalists and analysts and generating media coverage, driving sales interest by positioning your product as a differentiated and preferred solution, and driving traffic to your website. Once you’ve determined your overarching objectives, it’s important to then set quantifiable, measurable KPIs that map back to them — this can include KPIs like the number of press mentions secured, press interviews held, tone of coverage and how well your product messaging is reflected in your launch coverage.

Engaging with Media to Build Buzz

Once your messaging is finalized, it’s time to pinpoint the media outlets, journalists and influencers who are most relevant to your industry and target audience. This launch media outreach list is the backbone of your PR success. The best way to find targets? Read, read, read. Figure out what journalists have covered your competitors, similar products or topics. Study their coverage to figure out the broader industry themes and trends that are most important to them. Crafting personalized pitches is key in media engagement – at Karbo, we always tell our clients that we don’t believe in a ‘spray n’ pray’ outreach approach. Reporters are receiving hundreds (if not thousands) of product pitches every day. The biggest mistake people make is making a pitch too promotional or self-serving. Demonstrate that you have read a journalist’s work and clearly outline how your product fits into the larger industry landscape they cover to increase the likelihood of your story getting picked up.

Do everything in your power to make it as easy as possible for a reporter to cover. Consider offering embargoes to journalists 2-3 weeks before your launch date to give them ample time to meet with your executives and prepare their stories.

Post-Launch: Measuring the Impact of Your Campaign

Post-launch, it’s essential to measure the impact of your PR efforts to understand what worked and what can be improved. Start by evaluating the quantitative metrics you set during the planning phase. Media monitoring services like MuckRack, Google Analytics and social media analytics platforms can help track these metrics.

When analyzing the volume and quality of media coverage, it’s important to look at the tone and sentiment of the articles to determine if your key messages were communicated effectively. Analyzing the depth of the coverage can provide insights into how well journalists understood and conveyed your product’s unique value proposition. When evaluating website traffic, it’s always helpful to correlate traffic spikes with specific media placements to better understand what publications and stories are resonating most with your target audience.

Partnering with an experienced PR agency makes all the difference in successfully launching a new product. Interested in learning how Karbo can help? Get in touch with our team at info@karbocom.com.

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An Executive’s Guide to Acing Media Interviews

Courtney Stack on June 10, 2024

Whether you’re a top executive or an expert in your field, acing media interviews is essential for establishing a positive public image, securing future thought leadership opportunities, and reinforcing your company’s most important brand messages. In this blog post, we’ll provide valuable insights into what journalists are looking for in media interviews, discuss common interview challenges, and offer specific interview tips for executives.

What journalists are looking for in media interviews

As the news landscape becomes even more competitive, journalists are looking for new ways to inform and engage their readers. This means they seek unique perspectives when interviewing spokespeople. Offering a distinctive and authentic perspective that challenges prevailing media narratives will likely attract more attention from reporters. Incorporating these insights into your interview strategy can help ensure that your message stands out and resonates with journalists and their audiences.

In addition, journalists value spokespeople who can simplify complex topics. This means removing all jargon in press interviews. Using colorful analogies to explain the significance of a complex topic or issue can be particularly helpful in making your message accessible and engaging to a wider audience.

Journalists require spokespeople to be well-versed in the topic at hand, which means deeply understanding the subject matter, including relevant facts, figures, and trends. To meet this requirement, stay up-to-date on industry news, research, and breaking developments. Also, be prepared to provide detailed explanations, examples, and context during interviews to establish credibility and demonstrate expertise.

Journalists are drawn to spokespeople who bring the story to life in a genuine way. It’s critical to sound authentic rather than rehearsed or robotic. This means speaking naturally as if you’re having a conversation with a friend or family member. Avoiding overly technical jargon or marketing speak can also help you sound more relatable. Instead, use everyday language and illustrate your points with colorful anecdotes.

Common interview challenges

Even the most seasoned professionals can face challenges during media interviews. First and foremost, nervousness and stage fright can undermine your ability to deliver your messages effectively. It’s essential to manage your anxiety through preparation and practice. Additionally, staying on message can be difficult, especially when faced with probing questions or tangential topics. Anticipating potential challenges and having a plan in place will help you stay focused and articulate. Lastly, handling difficult or unexpected questions requires composure and a strategic approach. You can navigate challenging interview moments with poise by staying calm, listening attentively, and addressing concerns directly.

Preparing for the interview

When preparing for an interview, it’s beneficial to first approach it from a journalist’s perspective. Begin by researching the journalist and their publication to gain insight into their audience and reporting needs. For example, if you’re engaging with a journalist who covers venture capital with a special focus on the biotech industry, you can infer that their readers likely include VC partners investing in biotech, as well as founders and executives from biotech companies. After you understand their audience and what matters to them, carefully review the reporter’s coverage to understand the underlying themes in their reporting. For instance, when profiling emerging startups, what are the key areas they focus on? Do they dive into the business model, founding story, what’s driving the VC funding, and is news always required? Beyond understanding the audience and reporting themes, it’s also important to research the reporter’s personal interests, as finding genuine personal connections can help build natural rapport. Understanding these aspects will not only help you strategically tailor your messages but also build valuable relationships with reporters.

Following the research phase, you will need to familiarize yourself with the interview topic and gather key facts, timely data, and relevant examples. This step is important for adding depth to your responses and ensuring they are well-informed. Start by reading the latest news pertaining to the interview topic. Next, consider the reporter’s audience interests and reporting styles and tailor your messaging accordingly. From there, gather key data points to add further credibility to your line of messaging. This is especially effective when the data demonstrates a specific pain point or market need that aligns with your messaging. If relevant, sprinkle in colorful customer examples or share insights from your ecosystem, as appropriate.

Crafting key messages

Ahead of the interview, it’s essential to identify the core talking points you want to convey in conversation with a reporter. Reporters are looking for the three C’s in spokespeople responses—color, customization and conflict.

Color: Use memorable and vivid anecdotes or analogies to illustrate your points effectively. For example, make a company overview rich and memorable by leading with an impactful customer story that illustrates the pain your company is solving and why it’s essential now. You will also want to consider keeping a customer story list on file to reference in future media interviews.

Customization: Tailor your messages based on the reporter’s beat and audience needs. Understanding their perspective and tailoring your language and examples accordingly can make your presence more impactful in media interviews. For example, you can pinpoint and share localized customer examples in interviews with local reporters or local broadcast stations.

Conflict: Address the conflict in the story. Acknowledge existing market challenges and back this up with timely and relevant statistics. When addressing conflict in your company’s context, think of the challenges your company set out to solve and why it matters now. When answering why now, evaluate recent industry news that ties back to the existing conflict and reference it in your response.

After you’ve identified your key messages, practice your delivery and tone. In interviews, it’s important to maintain a steady conversation flow. You can achieve this by avoiding long-winded responses that may lose a reporter’s interest. Instead, aim for a conversational tone with a bit of banter to keep the interaction lively.

Body language, non-verbal communication and dressing the part

During your interview, pay attention to your body language, as this can impact how you are perceived by journalists. Maintaining eye contact with the reporter is important to show you are listening and paying attention. One trick is placing a red dot or sticker next to your computer camera. Staring at the red dot or sticker can help you focus and maintain perfect eye contact. You will also want to be conscious of your body posture, ensuring you are sitting or standing upright with an open posture. This means sitting or standing with your arms at your side and only using your hands when emphasizing important points.

Using appropriate gestures and facial expressions can help enhance your message. For example, nodding or smiling occasionally is only appropriate if it’s genuine. Don’t overdo it, or it can appear to be unauthentic.

It’s important to dress appropriately and ensure that the right background and lighting are set up before an interview. Wear colors that complement your features. Avoid wearing busy prints, white, black, or red for broadcast interviews. Blues and pastels look best on camera. Keep your backdrop simple and clean, and free of any clutter. Opt for a solid background featuring a piece of art, if possible. Imagine if a reporter were to snap a photo of you and the background – is it a photo you would be happy with?

Handling difficult questions

When faced with difficult questions in an interview, it’s important to handle them with care. Start by listening carefully to the question, making sure you fully understand it before responding. Take a pause if needed to gather your thoughts. If the question is particularly challenging, consider using the bridging technique to steer the conversation back to your key messages. For example, “Sure, some customers ask us that, but the most popular requested feature is…” Using the bridging technique will help you stay on message and maintain control in the interview.

Practicing and rehearsing

To prepare for interviews, start by working with your PR team and conduct mock interviews. These practice interviews can help you become more comfortable and confident. Using video recordings from media training sessions can also help you improve your performance by pinpointing areas of opportunity to address ahead of future interviews. Seeking feedback from trusted individuals can also help you further refine your media interview skills.

Mastering the art of media interviews is an ongoing process that requires practice, preparation, and continued learning. By understanding journalists’ expectations, overcoming common challenges, and implementing the provided interview tips, you can navigate media interviews and effectively communicate your message with confidence. Remember, building positive relationships with the media and maintaining a consistent presence will contribute to long-term success in media engagements for your brand. Embrace these opportunities, stay persistent, and watch your expertise shine through every media interview.

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The Bottom Line on ROI-Driven B2B Communications and the Importance of Share of Voice

Courtney Stack on June 8, 2024

As fiscal scrutiny intensifies in response to challenging economic climates, the onus is on marketing and PR functions to not only justify their budgets but also to demonstrate their direct contribution to the bottom line. With the power to deliver brand equity and improved market positioning, public relations and communications are poised to meaningfully support financial performance. The B2B tech industry is marked by intricate decision-making processes, extended sales cycles, and relentless innovation. In such an environment, B2B tech communications transcend mere media outreach, evolving into pivotal tools for shaping market perceptions, establishing thought leadership, and forging deep connections with key stakeholders. This blog explores the critical linkage between share of voice (SOV), ROI, and tangible business outcomes that drive sustained success in the B2B tech market.

Share of Voice: A Metric of Market Presence

There is a study called the “Share of Voice Rule”, which says: “Brands that set their Share of Voice (SOV) above their share of market (SOM) tend to grow (all other factors being equal), and those that set SOV below SOM tend to shrink. In fact, specifically, in B2B, 10% ESOV lifts market share by 0.7% points per year. Over time, as you win SOV, you will win SOM. (Binet & Field).

Share of Voice (SOV) stands as a critical indicator of a brand’s market visibility and competitive stance. It serves not only as a measure of brand awareness performance, but also as a strategic guide for future actions. In the realm of B2B technology, where competition is fierce, SOV emerges as a crucial predictor of brand health and potential market share growth – underscored by research from industry luminaries like Les Binet, Peter Field, and John Philip Jones—highlights the strategic importance of maintaining an excess share of voice.

The Value of Third-Party Expertise

Engaging third-party experts in B2B tech communications provides companies with a strategic advantage in linking share of voice (SOV) to ROI through a range of tactical approaches. These experts specialize in B2B tech communications and content creation among various technology industries, bringing a wealth of experience, industry insights, and proven methodologies to elevate a company’s SOV effectively.

One key tactic is the use of comprehensive data analysis to track SOV performance. These experts employ advanced analytics tools such as Muck Rack, SEMrush and learned reporting techniques to monitor and measure the impact of communication efforts on SOV metrics and website traffic. This data-driven approach allows for real-time assessment of campaign effectiveness, identification of areas for improvement, and optimization of strategies to maximize SOV gains.

Third-party experts leverage industry benchmarks and best practices to guide SOV initiatives. By benchmarking against competitors and industry standards companies will gain valuable insights into market trends, competitive positioning, and areas of opportunity. This informed approach ensures that SOV efforts are aligned with industry norms and optimized for maximum impact allowing for companies to do more with less enabling more strategic planning.

It’s crucial to continuously optimize communication strategies based on insights gained from data analysis and benchmarking. This iterative process involves refining messaging, targeting, and channels to enhance SOV performance and drive tangible ROI. By staying agile and adaptable, third-party experts ensure that SOV initiatives remain effective in dynamic market environments.

Long-Term Value and Cohesive Messaging

The Forrester’s 2023 B2B Brand and Communications Survey underscores a notable concern among marketing leaders, with 44% expressing that their messaging does not effectively address the diverse needs of their audiences. To tackle this challenge and create long-term value, marketing leaders must adopt a strategic, message-focused approach. This approach includes:

Gaining deep insights into your company’s vertical markets, including industry trends, competition, customer pain points, and evolving demands. Prioritize segments based on growth potential, customer needs, and strategic fit to tailor marketing strategies for higher engagement, SOV gain, and conversion rates.
Utilizing share of voice (SOV) strategically by allocating resources to key channels where your target audience is active. Design targeted communication campaigns delivering relevant content to capture attention and drive meaningful interactions, maximizing SOV impact for enhanced brand awareness and perception.
Elevating brand visibility beyond recognition by establishing credibility and thought leadership. Create valuable content, secure bylines, speak at industry events, and collaborate with influencers to deepen connections with stakeholders, foster brand loyalty, and advocacy over time.
Standing out in today’s competitive landscape by actively participating in industry conversations through various platforms. Engage in relevant discussions, share valuable perspectives, and highlight your unique value proposition to position your tech company as innovative and forward-thinking, attracting potential customers and partners.
Maintaining consistency in unified messaging across all touchpoints to build a strong and recognizable brand identity. Collaborate with departments like sales, product development, and customer service to align messaging. Engage with third-party experts to reinforce brand values, communicate a coherent brand story, and enhance brand recall and trust.
Prioritizing transparency in communication and operations, delivering clear and honest information to stakeholders. Foster trust by fulfilling promises, maintaining consistency, and demonstrating integrity. Cultivate loyalty through customer rewards, acknowledging contributions, and consistently delivering value that exceeds expectations.

Communicating SOV Value to the C-Suite

In the realm of B2B tech communications, effectively communicating the strategic value of share of voice (SOV) data to tangible business outcomes is paramount. Marketing leaders are faced with doing more with less so their role in articulating this linkage to the C-suite is pivotal for securing buy-in and driving impactful decisions. Here are tactical insights and research-backed strategies to help bridge the gap between SOV data and business success.

Linking share of voice (SOV) metrics to ROI and key business metrics involves showcasing concrete examples and industry benchmarks that illustrate how changes in SOV metrics directly impact ROI and other critical business metrics. For instance, when you launched a product did website traffic spike? Did that TechCrunch article result in sales leads? Is the Fortune byline linking back to your website? By highlighting these correlations, executives can discern the tangible impact of SOV data on bottom-line results, making it easier to grasp the strategic significance of tracking SOV metrics.

Another vital aspect is presenting data in visual dashboards and reports. Visualizing SOV data through interactive dashboards provided by tools like Muck Rack and comprehensive reports helps showcase trends, competitive positioning, and potential opportunities. Utilizing charts, graphs, and comparative analyses makes complex SOV data more accessible for the C-suite, enabling them to make informed decisions based on a clear and concise representation of the data.

Drawing on relevant research findings, organizations can effectively communicate the strategic value of SOV data. This alignment of communication efforts with business objectives facilitates informed decision-making and drives sustainable business growth within the competitive B2B tech landscape.

Linking SOV to Business Outcomes

In conclusion, the strategic importance of share of voice (SOV) in B2B tech communications cannot be overstated. As marketing and PR functions navigate the complexities of challenging economic climates and heightened fiscal scrutiny, the ability to demonstrate a direct link between SOV metrics and tangible business outcomes becomes paramount.

Research studies, such as the “Share of Voice Rule” by industry experts like Binet and Field, underscore the correlation between maintaining an excess share of voice and achieving market growth. Engaging third-party experts in B2B tech communications offers a strategic advantage by employing tactical approaches like comprehensive data analysis, benchmarking against industry standards, and continuous optimization of communication strategies. This not only maximizes SOV gains but also drives tangible ROI and long-term value for businesses. Adopting a strategic message-focused approach is crucial for building long-term value. Marketing leaders must prioritize showcasing thought leadership, nurturing stakeholder relationships, and fostering unified messaging to set their companies apart in a competitive market.

Effectively communicating the strategic value of SOV data to the C-suite involves linking SOV metrics to ROI and key business metrics, and presenting data in visual dashboards and reports. By following these research-backed strategies, organizations can bridge the gap between SOV data and business success, driving sustainable growth in the dynamic B2B tech landscape.

MAIN: This is Single

How to Maximize the Value of Events

Courtney Stack on June 7, 2024

Industry events are beneficial for a myriad of reasons. Not only do they let companies connect with potential customers, meet other like minded individuals and learn new things in their industry, but they are also an excellent way to elevate a company’s or an individual’s thought leadership platform and brand awareness. According to Allied Market Research, the global events industry market is projected to reach $2.1 trillion by 2032. This illustrates the significance of events, despite the evolving landscape over the years.

Trends in the Event Space

Events in 2024 look different than they have years prior. One large reason for that is due to the pandemic when all events were canceled or postponed due to the global virus. Now, hybrid models for events are becoming the norm, with many in-person events now offering some hybrid component to their packages. In addition to offering flexible attendance, events are now hyper focused on the attendee experience. The main goal of hosting events is to attract people and ensure they want to attend your events in the future. While providing compelling and enticing speakers is still highly important, events today also focus on entertainment and recreational activities to create memorable experiences and keep attendees engaged. Take SXSW for example, an annual event that takes place in Austin, Texas. SXSW is a week-long conference featuring numerous keynote speakers, alongside live music performances, a comedy festival and multiple creative art exhibitions. Events that blend business and fun embody the saying ‘work hard, play hard’, making the event worthwhile for the attendee.

Furthermore, we are increasingly seeing organizations strive to create events that provide accessibility to all – this includes keeping attendees with certain disabilities/needs in mind as well as creating experiences that are inclusive and help create belonging. An excellent example of this approach is SaaStr Annual, a B2B software conference that provides an opportunity to win a free VIP pass to their event for individuals from underrepresented backgrounds, including women, people with disabilities, LGBTQ individuals and veterans. Interested attendees must complete a brief application and then will be entered into a raffle for selection. It is essential for events to be inclusive of individuals from different backgrounds including abilities, religions, ethnicities, sexual backgrounds and more.

Maximizing the Value of Events with PR

Events can be very expensive, and companies should plan to dedicate a significant amount of time researching how each event will impact their business in terms of: the audience/attendees, the caliber of companies participating, the awareness opportunities, if speaking will make an impact, if thought leadership or networking is needed, and more. There’s a lot that goes into consideration, however, your PR firm can do all the heavy lifting for you.

Here are a few ways companies can maximize the value of events with PR:

Speaking sessions: Benefits of speaking at an event include capturing attention from a targeted and high-value audience, demonstrating industry leadership with thought-provoking content and elevating your brand/company’s profile with key audiences.
Live interviews at events: When partnering with a PR firm, oftentimes they are able to secure the media list of journalists who will be attending that event. After receiving the list, it is crucial to review each journalist to determine if they are a fit for a live interview/meeting during the event. If there is a match, your PR firm can help prep you for the interview. The objective of these interviews is to have a reporter feature your company in their story and to build a relationship with that reporter, increasing the likelihood that they will use you as a source for future articles.
Post-show initiatives: Even after the event concludes, there are opportunities to maximize PR efforts around attending an event. One idea is to pitch a byline with the executive/employee who attended the event on lessons learned or top trends stemming from the event. Companies can also utilize social media content from the event for the following weeks/months. This can be throughout pictures, videos, recap blogs, and LinkedIn Live sessions to discuss key takeaways from the event.

Biggest Challenges

One of the biggest challenges with attending industry events is breaking through the noise. Of course it depends on the size of the event, but there are likely going to be dozens of other companies attending the same event who are also competing for a speaking slot, media interviews and networking opportunities. The way to stand out amongst the crowd is to have a defined goal when you enter the event. Having a goal will help you stay focused. If your goal is to secure a speaking session or schedule interviews with relevant journalists, make sure that your pitch is memorable and unique. Reporters are bombarded with elevator pitches during events, so it is imperative to make yours attention-grabbing.

While there are several details to consider when debating attending an event, it is important to evaluate how the event aligns with your company’s objectives and goals. Consider the significance of the event to your industry, the potential networking/speaking opportunities, and the value of the content and the speakers. Most of Karbo Com’s clients utilize our event expertise to help drive visibility that contributes to their larger marketing goals.