5 PR tips to power up your robotics company

Robotics companies operate in a highly technical space that moves quickly. Getting the media’s attention can seem like an impossible task when there are thousands of other companies competing for the spotlight. The problem isn’t a lack of innovation; each company has something special to offer. The real challenge is communication. Many companies don’t know how to explain their value and resonate with journalists. These expert PR tips will help your company secure the attention it deserves.

• Get your physical product in front of journalists

One of the great things about robotics is that you have a tangible product that journalists can see and touch. There is nothing quite like the “wow” factor of seeing a robot move and perform in person. Take advantage of this by inviting journalists to your office or factory to get an inside look into your company and products. Anytime you’re travelling with your robots or attending an industry event, research which relevant journalists are in the area and invite them to meet and see your technology in person. 

Take time to learn about each journalist ahead of time and which elements of your product might be most interesting to them, and prepare to showcase these features. This level of personalized attention can help journalists connect to your product and build a lasting relationship.

• Don’t announce a product, explain why it matters

Too often, product launches focus on features and specifications rather than real-world impact. This isn’t intriguing to the media; they’ve probably heard dozens of similar announcements just this week. Journalists care about the real problems your solutions solve and who benefits from them. 

The “why it matters” is what journalists will craft their stories around, so frame your messaging around outcomes and use cases, rather than getting lost in the details of your product’s technical design. Including insights from your customers, partners, and leadership team is a great way to humanize a product and make it come alive. 

• Bring your product to life with captivating visuals

In an ideal world, journalists will have the chance to see your product in person, but often this isn’t possible. The next best thing is strong imagery and compelling videos, as visual proof helps the media grasp complex systems. Think about a great article you read recently about an exciting new product. It had great visuals, right?

The best visuals demonstrate your product’s real-world impact. Use a good camera to capture your robots in use–a manufacturing floor, job site, or customer’s home–and show them doing what they do best. Set the context by showing how tasks were done before, and footage of how your product does it now to underscore your value and impact. 

• Tell human stories, not robot stories

As the news is full of stories about layoffs due to  AI and automation, the media and the public have grown wary of these technologies. Robotics companies need to walk a fine line in their communications and ensure that messaging about replacing workers moves to the background. 

Instead, focus on the humans who are interacting with your products. Gather stories and quotes from partners that highlight their work alongside your robots and the tangible benefits they’re experiencing. Your solutions should be shown as empowering people and enhancing their work, not taking their jobs. This is another great opportunity to use powerful visuals to tell the story; photos and videos of your products with people, not by themselves, set the right tone.

• Make your company stand out with thought leadership

Many products gain attention because of the strong leaders behind them. Consider who on your leadership team has great interview skills, a unique story, and meaningful industry insights–it doesn't have to be the CEO! Align internally on what you want these leaders, and the company as a whole, to be known for and establish a clear direction.

Next, focus on sharing their knowledge in the right places. Opportunities may include being a guest on a podcast or Twitter/X show, contributing articles to industry publications, or speaking engagements at relevant conferences. Create a plan that identifies your top targets and draft a personalized pitch for each that shares why your leader’s insights would be valuable to their audience.

In it for the long haul

Don’t forget. Great results don’t happen overnight. Helping your company shine through PR is a long game and requires consistent effort. That’s why many robotics companies choose to partner with an experienced PR agency like SlicedBrand to manage these complex activities. 

When you put in the work with focused, human-centered storytelling, compelling visuals, and credible leadership, your company will stand out above the noise in an increasingly crowded market.