3 PR tips for privacy tech

The market for personal data has expanded exponentially in recent years with the rise of social media and individually-targeted advertising, leaving the concept of privacy more nebulous than ever – and necessitating the subsequent rise in types of privacy technology to address the issue.

Privacy tech as a business came into its own in 2020, when the pandemic and the sudden widespread remote-work environment it created made people even more dependent on the internet than they had been previously. With various professional and personal accounts to manage simultaneously, internet users turned to password- and browser-protection services and other methods of keeping their sensitive information private.

While the privacy tech industry is prominent on the world stage, it is still nascent. For companies and startups looking to capitalize on this pivotal period by getting brand recognition in the media, here are some tips to help you cement a strong reputation and establish credibility.

Set your company apart from the crowd with bold, clear key messages

From a public relations perspective, privacy tech is like any other kind of tech in its focus on utility and practicality. It’s all about explaining how your tech will solve the problems of people and/or businesses – in this case, problems concerning privacy. The more clearly and effectively you can explain this, the more favorably you’ll come across in media coverage and the better chance you’ll have of building a customer base.

When developing key messages, feel free to inject your brand’s personality into press release titles and emails to reporters. When a privacy-tech company puts out a bold message – and backs it up with a great technological solution – reporters will take notice. Adding a little spice and irreverence to the way you present your startup to the world will help you stick in people’s minds. A company ethos with personality is an important first step to being remembered.

Your key messages are the means by which you distinguish your company from competitors and gain the trust of both media professionals and prospective customers. These messages form the foundation of all your PR efforts. Knowing what your customers need from their privacy tech experience is crucial for positioning yourself in the media as being uniquely qualified to cater to those needs. Make sure you’re clear on your key messages – both internally in your own company vision and externally with journalists and the public – and use them consistently.

Nurture relationships with journalists

Forging and maintaining media relationships is critical to establishing a public presence as a company. When choosing journalists with whom to build those relationships, reach out to writers who have either already covered privacy tech or shown that they care about data privacy. In the same way, seek out publications that have explored privacy tech in the past or would not consider the topic out of place among its usual themes.

Before setting up interviews with journalists, make sure you’re ready. Showing up to an interview prepared will maximize the journalist’s time and help you foster a mutually fruitful relationship. And don’t forget to work in the key messages, as mentioned above.

Remember that, just as with any other interpersonal connection, the results won’t necessarily be immediate. A list of trusted contacts will take time and dedication to curate. With its personal component, PR differs in crucial ways from marketing, where you would buy an advertisement and measure the sales it generates. PR is earned media and it can’t be bought, which makes it incredibly valuable. It’s a long game, and a team effort!

Position yourself as a thought leader

Thought leadership is about demonstrating your expertise in a subject and developing a portfolio on that subject through your commentary, articles, and other methods. As a privacy-tech startup, you’ll likely have a lot to say on the topic, so it’s important to get your insights out there. Research publications that will get your name in front of the types of readers you want to reach, and write your articles with those publications in mind.

As you craft topics for articles, don’t be afraid to take controversial stances. Media outlets appreciate a strong opinion corroborated by experience and research. This approach will help you to further distinguish your company as a forward-thinker in the industry. Additionally, choose topics that excite you so you’ll look forward to expounding on them and sharing your work: your passion for a topic or question will be evident, grabbing a reader’s attention and lending your writing extra punch.

A work in progress

We’re currently in a phase of constructing, refining, and improving privacy tech. As Web3 draws near on the horizon and advanced forms of online interaction are incorporated into the internet as we know it, the shape of privacy to come remains a largely undiscovered frontier. Any company can pull ahead and lead the pack.

How do you make sure that leading company is yours? An experienced PR team can mitigate uncertainty and guide you through the tricky business of representing this still-undefined industry in the media. Connecting with such a team early on can prepare you for success. PR is a long-term endeavor and can’t be done as a one-off instance. Meanwhile, privacy-tech startups or companies at any stage of development can use the above strategies to help themselves stand out from the competition and give themselves the boost in credibility, contacts, and commentary that they need to succeed.