Are you addicted to your iPhone or never far from your Blackberry? Are you always the first to know about the latest and greatest app and is “Mashable” the first thing you read after your emails? Then consider yourself a prime candidate for a career in technology PR. Whether you are still in the job search stage, or just starting your new position, there are a couple things to know about agency life first to help get you on your way.
As a new pro, never be afraid to start as an intern. Many agencies look to hire talent from within their internship program. Hiring on an intern to transition into a full-time staffer is much less of a risk and gives new pros an opportunity to learn and grow into the agency and the experience. Agency life, regardless of what type of clients you focus on, has its own vibe and lifestyle. A “typical week” does not always exist, but you can expect certain things: client calls or meetings, copious research and reading, writing and, most importantly, collaborative work. One of the best features about working in an agency is the opportunities it provides to collaborate with your own team, other members of the office and clients. In addition to being a collaborative environment, agency life can be fast-paced and creative, but with the right team can also be supportive.
Just like any other PR pro at an agency with a niche, it is important to be familiar with the press covering that part of the industry. In tech PR, clients can range from startup companies like those launching a new iPhone app to B2B companies that have a hi-tech component to their offerings. In tech PR, the press can be as exciting as “TechCrunch” or “Pogue’s Posts”, but also includes many lesser-known trade publications. The important thing is to read all of them to stay apprised of what is going on in the space. Additionally, many pitch ideas or strategy inspiration can come from reading these outlets. The industry may not be glamorous, but it can be cutting-edge and exciting.
One of the biggest challenges PR practitioners face when representing tech clients, specifically, is how quickly news comes and goes. There are so many exciting product launches or new offerings that it can be hard to keep up. The hottest new product one day can be replaced quickly by something that can do more, faster. Timeliness with pitching and follow-ups are critical, as news can become old fast.
However, you do not have to be a self-proclaimed “junkie” to work in this space. The details and explanation of “how something works” or the proprietary technology behind a product can be confusing for anyone new to the industry. However, to not only succeed but also thrive in tech PR, new pros should always ask questions and know how to research. Often times, topics discussed can be high level, and it will require both questions and independent research to comprehend them fully. Tapping into all available resources, search engines and media outlets will lay a solid foundation for a career in tech PR. Recently, I was introduced to a new search engine by one of my colleagues called Blekko, and I highly recommend checking it out.
Working in tech PR can be rewarding and allow you to really feel the “pulse” of innovation and creativity. There are many exciting things happening in the tech space, and to get started in a tech PR career, you can leverage sites you already visit. “Mashable” hosts its own job board, Twitter has a wealth of chats and accounts dedicated to job searchers, and of course, the PRSA Jobcenter is always a great resource. Many Gen Y’ers understand the social media landscape and how to creatively use it to their advantage in the job search. However, your best way to be hired by an agency is through networking. Often, agencies will reach out to their staff members for candidate recommendations for their entry-level positions, so always keep in touch with your contacts and have a good mentor guiding you along the way.
Julie Walsh is a media relations specialist with Walker Sands Communications. Walsh received her bachelor’s degree from The Ohio State University in strategic communication and is currently working on her master’s degree in public relations and advertising at DePaul University.