Use PR to Help Your B2B Tech Company Seem Bigger Than It Is
Startups are often competing against much larger, more established, and better funded companies. When that’s the case, it can be hard to get customers’ attention, never mind win their trust.
But that trust is essential, especially in highly regulated industries like compliance.
One solution: invest in a PR program to earn ongoing coverage about – and recognition for – your brand, your thought leaders, and your mission.
That’s exactly what KPA did in 2020 when it hired Propllr to help establish it as a leader in the OSHA compliance and safety consulting sector. Today, KPA dominates news coverage in the workplace health and safety space, despite being just a fraction of the size of its top competitors.
Here’s how KPA made it work.
Challenge: Build Credibility and Authority Among Target Audiences
Many startups seek out PR to build credibility and authority among their target audiences. In KPA’s case, the stakes were especially high: KPA’s products help companies meet OSHA workplace safety standards and adhere to FTC guidelines for certain financing and insurance practices.
These are hugely important regulatory and compliance matters. Getting them wrong could spell disaster, for both employee wellbeing and a company’s bottom line (non-compliant workplaces are more prone to injuries and could face fines).
KPA’s leaders knew they needed a PR team that would immerse themselves in the compliance software industry so they could understand how to get the attention and win the trust of key decision makers.
After one PR agency didn’t hit the mark, KPA hired Propllr.
Strategy: Dominate the Niche Space
From the beginning, KPA’s leadership was clear that they wanted steady coverage in a handful of industry trade publications rather than a few splashy top-tier placements. They understood that, because their product and services were so niche, their customers’ most trusted information sources were, too.
So we focused on building relationships with reporters and editors at the publications most relevant to KPA’s audience. Here’s how:
1. Demonstrate authority via thought leadership
KPA has a robust blog full of helpful tips and useful information. We regularly pitch the ideas in blog posts to reporters, which resulted in securing dozens of interviews, podcasts, Q+As, and articles with KPA leaders’ bylines. The thought leadership in the blog earned the media’s trust, and the thought leadership in the pieces those reporters ran earned the trust of readers (and potential customers).
2. Become a go-to source for media contacts
After a while, our efforts had a flywheel effect. Reporters started seeking out KPA thought leaders for explanations of new OSHA regulations or thoughts about rule changes. As the program progressed, it grew to include a healthy mix of outbound pitches and inbound requests for KPA’s expertise.
3. Establish credibility with bigger clients
Today, KPA and its leaders dominate the commentary on workplace safety and compliance software, even though the company is significantly smaller than its major competitors.
Results: Visibility Opens New Doors of Opportunity
KPA has grown steadily since it started working with Propllr. And while connecting company growth with PR efforts is often difficult, KPA has repeatedly been able to tie its media exposure to new business opportunities.
For example, auto dealers (a key customer group) have reached out about KPA’s software multiple times noting that they enjoyed a recent article in an industry magazine. Journalists regularly defer to, and seek insights from, KPA’s leaders. And since the start of the program, KPA has earned steady coverage in the trade pubs it identified as most important.
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