How to leverage speaking opps for your tech startup

It is tempting to think of tech PR in purely digital terms. When the product is artificial intelligence, an app, or a cryptocurrency, the brand strategy and brand messaging tends to stay in the virtual realm, too.  Even so, a successful technology public relations strategy keeps one foot in the real world, and includes ample opportunities for addressing the public face-to-face. In other words, harnessing public speaking opportunities at industry events is vital for tech startups.

Speaking opportunities are a powerful tool in any good tech PR strategy. Executive appearances provide a healthy boost to a team’s visibility and reputation, therefore bolstering the company and product itself. Given how competitive the tech industry is, it is worthwhile to continually position founders and other company leaders as experts in their field. You can do that in various ways, but standing in front of a brand-appropriate live audience simply cannot be ignored.

Industry events, conferences, and other public forums enable the kind of human connections and direct impressions that can do great things for your tech startup’s brand positioning. It can also impart professional credibility on the speakers and build their personal brand and recognition in the field. It’s crucial to find the right events and audience for greater reputational benefits, and an excellent reputation leads to greater attention from both potential clients and investors.

The benefits of event participation extend beyond the time on stage

It is important to remember that speaking opportunities and their positive effects on tech PR and brand strategy are not limited to stage time. Outreach ahead of the event to tech media that plan to attend is also a great way to capitalize on a single event. Journalists frequently conduct on-site interviews with attendees at major events, such as the Web Summit, CES, and many more. Any PR strategy for tech events should include advance communication to try to set up meetings with the media.

Because attending or sponsoring events can be expensive, it’s best to conduct a fair amount of research to determine which events would be most relevant for execs to speak at, and how long in advance they start accepting pitches for speakers. The more events a speaker racks up, the more adept they become at working the room, on- and offstage, and the more likely it is that the speaker will be sought after by other events. Visibility leads to more visibility.

Favor sharing insights over self-promotion

When preparing a presentation or notes for a panel discussion, event speakers should resist the temptation to self-promote. This may feel counterintuitive at first, but tech audiences don’t attend events to hear commercials. They come for the insights and thought-provoking opinions and observations.

Think less QVC and more TED Talk. Before applying to speak at an event, take a look at past panels and presentations. Some popular topics at tech events include what founders have learned growing their tech startups, insights into industry trends and challenges, the defining characteristics of a specific customer base, and other such subjects.

Balance brand messaging and custom content

A major mistake many startups make is to take a standard pitch deck or a one-size-fits-all presentation to different events and go through the motions with it. To make public speaking opportunities really count in a tech PR strategy, talks should be customized according to the event and the audience. This involves two major components. First, speakers should make sure they are approaching their audiences at eye level. This involves finding out what prior knowledge and relevant skills they are likely to have and adjusting the content and the language accordingly. Making sure everyone can follow along and gain insights from a presentation is where true thought leadership begins.

The other aspect of a successful public speaking engagement is giving listeners what they want. Don’t bait-and-switch. If the program lists a presentation topic as “How to effectively scale a tech startup,” listeners will not be pleased if the speaker starts going on about their experience with Facebook ads. Delivering an effective and memorable presentation that answers relevant questions will boost a company’s reputation much better than a hard self-promotional talk ever could.

Build skills over time

Those new to the speaking circuit should not worry about being a flashy and professional public speaker. Confidence and presence can be learned and practiced. Public speaking skills can be built up over time and with experience. A good tech PR agency will also be able to offer training and advice to company leaders in need of a helping hand at the start. 

A founder’s first speaking engagement doesn’t have to be at TechCrunch Disrupt. They can start by presenting at smaller, local events where the audience might be very specific to an industry niche. Big events will look for speakers who have name recognition and impressive experience under their belt, and these smaller events can offer opportunities for polishing a presentation. Nobody starts in the major leagues.

In our increasingly digital world and remote work life, these public speaking opportunities are the rare occasions where a startup leader can present their experience in the limelight to bolster their product, company, and brand reputation. Using these opportunities wisely can reap significant rewards for a tech company’s public relations strategy.