Category: Articles

If you’re a fintech brand, you’re probably under no illusions: growth must be profitable, positioning must be perfect and performance must be provable. If you’re feeling the pressure from investors or senior management, it’s because the bar for success just got raised. Here’s the barometer of the highs, lows and rising pressure fintechs are facing right now:

The highs

The UK is the powerhouse of European fintech, pulling in almost half the funding across the EMEA region. In 2024 the UK was also the second largest recipient of fintech investment globally, after the US.

The lows

Unfortunately investment was down in 2024. Globally investment dropped from $113.7 billion in 2023 to $95 billion last year, while in the UK it fell by over 25% from £10.95 billion to £7.97 billion.

This slow down is driven by several factors including rising interest rates, inflation and global economic instability – all of which have made investors more risk averse.

Meanwhile, venture capitalists are also tightening their criteria. They want growth, yes, but not at all costs; they’re also hunting for proof of profitability, stability, resilience – and that your fintech brand is built to last.

The rising pressure

Unfortunately this slow down signals the end of those free-flowing investment days. And it means that as a fintech brand, the pressure’s on: 

  • Pressure to show growth – specifically growth which is sustainable and profitable. 
  • Pressure to differentiate – with funding harder to secure, you need to make sure your brand stands out. 
  • Pressure to maximise budgets and deliver ROI – every outgoing, such as marketing, is under the microscope. 

So let’s get this straight: the brief is to grow profitably, cut through the noise and make sure your comms budget is working hard for you?

It’s a tough brief for sure, but the right fintech PR strategy can help you deliver on all of those fronts. 

The pressure to show sustainable, profitable growth 

The 101 of Performance PR is that campaigns are designed to align with your business objectives.

Every activity or piece of content, like a press release, LinkedIn post or eBook, contributes to achieving your overall business goal. Depending on what that is, the metrics a campaign delivers could be customer signups, leads, improvements in brand consideration or perception change. 

But for a brand looking to scale, the main KPIs of a campaign should be increased visibility, credibility and authenticity. The latter two being the key elements which are going to support that long-term sustainable growth. 

In order to generate visibility, your brand needs a regular stream of strong media coverage to bring the buzz and create hype. 

But those alone are not what investors are looking for. 

As well as being seen, you need to be seen as credible, otherwise you won’t stay memorable for long.

Credibility and authenticity are what turns attention into action, and action into growth. 

Those come through securing coverage in relevant, trusted publications as well as publishing supporting content which demonstrates your expertise – be that blog posts, showcasing your knowledge on a podcast or educational LinkedIn content. 

When people see that you share quality, valuable information time and time again, they begin to trust you. With trust, you’re on their radar. And if you’re on their radar, they come to consider you, and ultimately buy from or invest with you. 

While the formula sounds simple it really does take an experienced toolkit; an in-depth knowledge of the B2B technology space and a team of PR, media, content, social media and creative specialists who have many years executing fintech PR campaigns under their belts. 

And you need the individual expertise of those specialists because Performance PR is multichannel, and when maximised all help to amplify the impact of the coverage. 

B2B tech PR can also help you tell your growth story to your (potential or existing) investors.

It can help you show off your wins such as user growth, revenue milestones and new partnerships and tie them into the bigger fintech trends investors are interested in. 

When you close a funding round, break into a new market or hit a major user milestone, PR can make sure the right people know about it.

The pressure to differentiate

What can you do as a fintech brand to stand out from your competition and cut through the noise? 

How do you show investors your brand is deserving of their cash? 

You must speak directly to your audience’s needs, motivations and pain points. You must use compelling narratives which spark action. You must position your product as the breakthrough solution.

Developing these narratives is where we come in. We create bold, authentic narratives which demand attention. We weave them into thought leadership, visual storytelling and press activity to establish authority, authenticity and dominance wherever your investors, buyers and partners are looking.

How do we measure cutting through the noise? Share of voice (compared to competitors), media coverage, branded search growth, social media engagement rates and of course inbound interest from target investors or partners.

 

The pressure to maximise budgets and deliver ROI

The campaign is over. The results are in. You are called into the office to show what all that fintech PR investment has actually delivered.

But because we align campaigns to your business goals, you can walk in confident, ready to show exactly how PR helped drive growth and how it’s given a return on their investment – whether that’s to senior management or to your investors. 

We stand by our ‘fixed fees for fixed outcomes’ model, giving you complete clarity on costs with no hidden extras or nasty surprises. From day one, we work as your partner, setting clear, agreed targets which align directly with your business goals, all backed by a formal service level agreement. And here’s where our version of B2B tech PR is different: if we don’t deliver on those targets, you get your money back. It’s a model built to give you peace of mind and to hold us fully accountable for delivering the best results.

So don’t worry, that investor presentation will be a breeze to put together. 

If you’re a fintech brand feeling the pressure to show growth, stand out and prove ROI on your marketing budget – then we’ve got your brief. Find out how we can help. 

In this blog by Hannah Buckley, Head of Content and Service Development, we talk about:

  • How to create lasting visibility by combining PR and SEO efforts
  • The importance of SEO strategy
  • The efficiency and measurement gains of integrated strategies

 

For many B2B tech brands, SEO and PR often operate in silos – each delivering their own set of outcomes, but rarely aligning for maximum impact. That separation can be a missed opportunity.

When these two disciplines work hand-in-hand, they amplify each other’s strengths in a way that delivers lasting visibility, stronger performance and measurable results.

PR isn’t just for headlines

Traditionally, PR has been associated with reputation-building, thought leadership and securing coverage in the media outlets that matter to your audience. These goals remain essential.

But when aligned with SEO best practice, PR also plays a role in shaping how your brand appears in search. Media coverage on respected websites can improve how search engines perceive your site, contributing to greater credibility and discoverability.

This shift isn’t about reinventing PR, it’s about extending its value. A well-placed article doesn’t just influence perception; it can also influence where and how a potential buyer finds you in the first place. That’s especially important in B2B, where long buying cycles often start with an online search.

Keywords and credibility

Effective SEO starts with understanding what your audience is searching for. Creating content that targets those terms is crucial, but visibility isn’t just about the right keywords – it’s also about who’s talking about you and where that content lives.

That’s why combining SEO with digital PR adds real value. Strategic content that’s both keyword-optimised and published in the right places supports stronger search rankings and puts your brand in front of the right audiences, at the right time.

Search intent also matters. When PR content aligns with high-intent keywords (those that indicate someone is actively looking for solutions) it becomes a powerful tool for lead generation. You’re not just being seen more; you’re being seen by people who are ready to act.

Integrated strategy, measurable results

Blending SEO and PR creates space for a more joined-up measurement approach. Instead of tracking siloed metrics, you can evaluate progress across keyword rankings, referral traffic, media coverage and search performance – seeing a clearer picture of impact.

It also makes delivery more efficient. One team, one strategy, aligned around a common goal: increasing your visibility in the media and in search results, where prospects are actively looking for solutions.

Measurement also becomes more meaningful when SEO and PR are viewed together.

A spike in referral traffic from a media hit doesn’t just signal PR success, it can also impact metrics like bounce rates, time on page, and even conversion rates if supported by well-structured landing pages. Similarly, improvements in keyword rankings can often be traced back to the credibility gained through external coverage.

Understanding these touchpoints helps demonstrate the cumulative impact of your communications strategy with tangible business outcomes.

Turning powerful stories into lasting digital visibility

Want to ensure your PR and SEO efforts are joined up?

Get in touch to set up a call and find out how Visibility+, our new digital PR service, helps B2B tech brands turn powerful stories into lasting digital visibility, backed by SEO strategy.

We’re one team, delivering two outcomes: visibility in the media and visibility in search.

In this blog, Richard Peters, Senior Content Creator at Whiteoaks, discusses:

  • Why rapid, transparent communication is essential in a crisis
  • How to keep every channel and stakeholder aligned under pressure
  • Practical steps to prepare for – and bounce back from – the next incident

 

Outages, data breaches and cyber-attacks are just some of the critical crises that B2B tech companies can face. In such events, businesses must respond quickly, transparently and effectively to maintain trust and avoid reputational damage.

Delayed or vague responses can lead to speculation and a loss of confidence among customers, employees, investors and the media.

When updates are slow, customers often assume the worst and may take it as a sign to switch to competitors to protect their own operations. For employees, silence or ambiguity may breed rumours and gossip, while thin or delayed statements may leave investors guessing (and worrying) about financial exposure.

And when it comes to the media, if there is a delay in information being shared, there is a danger journalists may fill the gap with leaked material and external commentary, shaping a narrative that the business no longer controls.

In crisis scenarios, preparation is key. That’s why having a crisis communications strategy in place is essential, allowing business leaders to take prompt action to address any eventuality.

Here are three simple steps to follow to maintain reputation and trust during a crisis:

Be armed and ready to take action

Even if the exact nature of the crisis is still being confirmed, it’s important to get ahead of the inevitable speculation.

Pre-prepared statements can be developed to help in such scenarios and tailored to different audiences, typically including customers, employees, partners and the media. Messaging can then be adjusted as more information about the issues comes to light.

This approach allows the business to publish a holding statement inside half an hour, signalling control while facts are still being gathered.

It is something we saw in action with M&S’s handling of its high profile cyber incident which impacted online sales, hiring and logistics for several weeks. M&S’s initial response pointed to a prepared crisis comms strategy which allowed it to put this kind of proactive communication into practice to mitigate the impact on its reputation.

In the absence of an immediate fix, it concentrated on delivering regular updates across all customer touchpoints – on the website, via email and social media – in order to manage uncertainty.

Even a short period of negative news coverage can have far-reaching impacts. Headlines fade but screenshots and search results don’t. If you don’t tackle the issue fast, the story could keep coming back.

Keep every channel aligned

Organisations need to issue clear and coherent messaging to all stakeholders quickly in the event of a crisis.

Internal teams need to be aligned to avoid conflicting statements reaching customers, partners, suppliers and employees, with tailored messaging for different end audiences depending on how they are potentially affected.

But coordinating consistent external messaging can be complex where multiple internal teams are involved. This is where experienced communications specialists can help, providing guidance, driving activity and shaping the messaging.

Their first job is to gather confirmed facts, then craft plain-language statements tailored to each audience. By coordinating timing and content across channels, they reduce confusion and help preserve trust.

Prepare for the next incident

Post-crisis, PR firms can play a key role in supporting brands in telling stakeholders what they’ve fixed, what safeguards are now in position and where they can get support.

Beyond that, they need to make sure they are prepared for the next issue, or incident to happen, as it surely will. Once again, that’s where having a crisis communications strategy in place that enables firms to rapidly initiate a course of action, can be invaluable.

No firm can dodge every attack or controversy, but it can choose how it reacts: silence can scar a reputation, while a swift, candid reply can highlight resilience.

When the worst happens, a plan for fast, clear and open communication must be ready to go. With the right response, even the most challenging situations can be met with clarity and confidence.

Need help putting a watertight crisis‑comms plan in place before the next incident hits? Get in touch with our team today.

In this blog, Natalia Kaczmarek, Digital Content Manager at Whiteoaks, discusses:

  • How AI is being used in B2B tech PR
  • Why AI is a tool and not a replacement for human judgement, creativity and relationships
  • The importance of responsible use and transparency


How many times have you heard about artificial intelligence (AI) this week?

A quick scroll on LinkedIn, a news headline, or even a passing reference in a Netflix drama, conversations about AI are becoming impossible to ignore.

AI may have started in the tech world, but it’s now influencing how B2B businesses across all industries communicate, compete and grow – and public relations (PR) is no exception.

AI in PR is making a measurable impact. However, as PR agencies and in-house PR teams rush to adopt new tools, there’s an important balance to strike.

In B2B tech PR, the value of AI lies in how it supports professionals, not replaces them.

Yes, it can improve efficiency. Yes, it can make data analysis easier.

But strategy, creativity and relationship-building still sit firmly in human hands.

The use cases for AI in public relations

Here are some examples of where AI tools can add value to PR professionals:

#1 In-depth, faster desk research
Research is one of the most common applications of AI in B2B tech PR. In fact, a recent study conducted by PR Week highlighted that three out of four agencies already use AI for this purpose.

By scanning news coverage, summarising long reports and spotting emerging themes across multiple sources, AI helps PR teams get up to speed on new topics quickly and in more depth. It can surface stats, pull quotes from thought leaders and highlight common narratives, saving hours of manual research.

For PR consultants working on complex subjects like cybersecurity, data analytics or cloud infrastructure, tools like ChatGPT and Perplexity can also breakdown technical concepts or compare industry viewpoints. This means teams can spend less time gathering information and more time applying it strategically.

#2 Overcoming writer’s block
We’ve all been there – staring at a blank page, and no matter how hard we try, the ideas just won’t come. This is where AI tools can really help. Whether writers need ideas for a headline or a structure for a blog, AI can help generate outlines or suggest different angles, helping them get unstuck.

AI can be a helpful starting point, but the content still needs to be shaped, checked and edited by a human content specialist. Tone of voice and context still matter, and that’s something AI can’t fully replicate. But when used thoughtfully, AI can help nurture the seed of an idea into something more structured, giving writers a solid base to build on.

#3 Global campaign support
Another common use of AI across PR is transcription and translation. For teams managing multiple interviews, international clients or content that needs to land in more than one language, AI can be a huge time-saver.

Let’s be honest, no one speaks every language. AI tools can help transcribe interviews quickly and provide initial translations of press releases, articles or social posts. These translations aren’t final, but they offer a solid starting point for creating accurate, local-language versions that reflect cultural nuance and tone.

This means faster turnaround across time zones, greater consistency in messaging and more time spent on tailoring content to local relevance, not just getting it out the door.

#4 Media monitoring and reporting
Finally, AI can help PR teams stay on top of coverage, conduct real-time media monitoring and streamline admin tasks.

With tools like Google Alerts often falling short, AI can fill the gap for things like real-time monitoring, competitor tracking and sentiment analysis, scanning the web in real time to show how people are actually talking about a company or issue.

By tracking keywords, coverage patterns and industry conversations, AI helps B2B tech PR teams respond quickly when stories break or sentiment starts to shift.

Where AI won’t replace human PR professionals

There’s no doubt that AI tools in PR are useful. Otherwise, PR professionals wouldn’t be investing in them.

However, not everything in PR can, or should, be handed over to AI algorithms.

For a start, PR is rooted in trust and relationships, and even an AI system running the Matrix wouldn’t be able to replicate human awareness, sensitivity, good judgment and ethics.

Building strong connections with journalists, navigating tough stakeholder conversations, handling a crisis with sensitivity, developing content that balances thought leadership with brand awareness, all of these require judgement, context and emotional intelligence.

The same applies to strategy.

Understanding the correlation between clients’ business and PR goals, interpreting nuance and making informed decisions based on years of experience is where human PR teams still matter most. AI can support the work, but it can’t set the direction.

Creativity too has its limits with AI.

While tools can generate ideas or scan past campaigns for inspiration, they lack the insight to craft a pitch that lands with a specific journalist, or an angle that differentiates a client in a crowded market. After all, AI and ML learn from existing data sets, so originality can be limited.

In B2B tech PR, where technical accuracy and positioning are key, relying too heavily on AI risks eroding credibility.

The real opportunity: support, not substitution

The real opportunity for AI in B2B tech PR lies in its ability to support teams, helping them work faster, smarter and with greater precision.

Used well, AI can automate the heavy lifting, but it needs clear boundaries.

Research still needs validating.

Media outreach still needs the human touch.

Thought leadership content and social media posts need skilled writers to avoid rinse and repeat-style content (please remove that rocket emoji and any mention of a cornerstone…). With LinkedIn as the main platform for B2B tech companies, it’s worth remembering that it prioritises content with originality and authenticity, and penalises anything that feels generic or AI-generated.

AI’s role will grow in PR

AI in B2B tech PR has a clear and growing role, but it’s not a replacement for people, and it shouldn’t be treated as one.

The PR teams seeing the most value are those using AI to strengthen what they already do well.

They’re not automating creativity.

They’re not outsourcing judgement.

They’re applying AI where it makes sense, and keeping people where they matter most.

As AI tools evolve, so will the opportunities. But the foundation of impactful and measurable PR and strong, long-lasting client relationships will remain very much in human hands.

And as AI becomes more embedded in agency workflows, transparency will matter more than ever, helping clients understand how it’s being used and the value it brings to their campaigns.

Find out about the team of experts (not bots!) behind our PR campaigns and get in touch to learn how we can support your business.

 

In this blog, we discuss:

  • the visibility challenges digital infrastructure brands face
  • why traditional PR often falls short in this sector
  • how a performance-focused approach can help

 

There’s a certain irony in working in digital infrastructure.

You’re the engine room of the internet – powering websites, platforms and content; keeping storage, cloud services, networks and data flowing.

You make the digital world work, keeping everyone else online, connected and visible.

And yet… generating visibility for your own brand? That’s more of a challenge.

The digital infrastructure market is crowded. Buyers are sceptical. Sales cycles are long. And your competition are behemoths like AWS, Microsoft and Google.

So how do you cut through?

How do you prove you’re not just another “cloud solution”?

How can you prove – categorically – that PR spend is worth the investment?

Common challenges for digital infrastructure brands 

Do any of these challenges sound familiar? If so, read on. Digital infrastructure brands are among the hundreds of B2B tech brands we’ve worked with for the last 30 years and these are the problems we see most often. 

Struggling to generate visibility and differentiate: Being seen is one thing. Getting noticed is another. Visibility puts you on the radar, but standing out is what makes people pay attention. Your tech might be smarter, faster, more secure but if your message sounds like everyone else’s, it’ll get lost. Buyers are under pressure and short on time so your PR needs to grab attention, outshine the competition and be remembered.

Your buyers have complex buying cycles: Selling into a buying committee is like trying to convince a table full of people to agree on where to eat: the IT lead wants performance; the finance lead wants savings; the compliance officer wants a stress-free audit.

Infrastructure deals take time; they’re high value, involve multiple decision-makers and often drag on for months. With all the internal discussions, questions and delays you need to keep one foot in the room the whole way through. So how do you stay relevant and helpful without being pushy or annoying?

Performance PR can help digital infrastructure brands

It increases visibility through:

  • Press releases which get your news in front of the right journalists.
  • Articles which give your take on the issues your buyers care about.
  • Case studies which prove you can deliver.
  • Videos which bring what you do to life in a way that’s quick, clear and shareable.
  • Award entries show you’re recognised for your solutions and work.
  • Social campaigns which put your message in front of decision-makers where they’re already scrolling.

It can aid complex buying cycles:

PR must support and nurture journeys, not just bring in the leads initially. Therefore there needs to be a drip of communication, with messages delivered clearly, confidently and consistently.

  • PR can keep you visible across a long decision-making process period so you’re not forgotten.
  • It can deliver a steady flow of interviews, thought leadership and media features which can educate and reassure your buyers throughout the process.
  • It can help to secure third-party endorsements e.g. via customer testimonials or mentions in analyst reports which make it easier for buyers to justify their decision internally.

All these PR activities can position your brand as a trustworthy, forward-thinking choice. And earning trust is key, because when buyers are comparing options, the brand they’ve seen offering consistent, valuable insight is the one they’re more likely to pick. And when you tailor messaging to your buyers’ different roles, your sales team can use PR’s useful content and coverage to keep conversations warm – and crucially – moving.

How Performance PR can secure internal buy in

Even if you do, not everyone in your organisation is likely to get what PR does.

To non-marketing teams and senior management, things like “brand awareness” or “engagement” sound fluffy. Instead they’re focused on: leads, deals and revenue. So when you talk about top-of-funnel activity or PR coverage, the first question is often: “What’s the ROI?”

A fair question, but it puts a lot of pressure on professionals like you to prove the value of work which doesn’t always result in conversion overnight.

Have you ever had to justify questions like: 

“How many leads did that article bring in?”

“What’s the value of that podcast appearance?”

“Do we really need to be on that panel?”

Well this is where Performance PR comes in. 

Performance PR is built on measurable KPIs, ensuring every campaign is aligned with your business objectives. By directly linking actions to outcomes, it delivers clear evidence of impact. It ditches vanity metrics and speaks the language the boardroom wants to hear.

It arms you with proof so when leadership asks what PR is doing for the business, you can confidently say: “Let me show you.”

Measuring PR’s impact for digital infrastructure brands

So just what might those numbers and outcomes look like in a Performance PR campaign designed to target these challenges?

Visibility: If PR is helping you to become more visible, you’ll see increased media coverage, search interest, social mentions, website traffic and backlinks.

Complex buying cycles: To measure whether your PR efforts are supporting complex buying cycles, you want to track metrics which show how PR is influencing awareness, trust, education and conversion over time. Are more people searching for your brand, visiting your site or downloading your content after a campaign? Are leads engaging with thought leadership, mentioning articles in sales calls or moving through the funnel faster?

If you’re in digital infrastructure and battling to stand out, drive your pipeline and prove ROI, it’s time for a partner who gets it. That’s where we come in. Find out more about Performance PR and how we do it here at Whiteoaks. Ready when you are.

By Hugh Cadman, Senior Content Creator, Whiteoaks

In this blog we discuss:

  • Leveraging personal branding to extend the reach and impact of a company’s overall brand
  • What we can learn from masters of personal branding, like Richard Branson and Sheryl Sandberg
  • Why personal branding is as much a tool for B2B as it is B2C

 

It’s all about me. Is that essentially what personal branding is about, and does it have any relevance to the world of B2B technology?

Personal branding certainly has a role to play in B2B tech, but it is not about boosting egos. If crafted and shared with thought and precision, the vision and values of founders, owners and business leaders can be hugely influential.

The point to stress here is that personal branding is about extending the reach and impact of the company’s overall brand. When fully integrated into a B2B PR and marketing campaign, personal branding is very rewarding for the individuals concerned – and their companies.

We can learn from high-profile masters of this art, such as Richard Branson, who regularly posts updates on LinkedIn and mixes business-related content with philanthropic causes and personal insights.

Or Sheryl Sandberg, the former COO of Meta, who has such a strong voice on workplace equality with her Lean In initiative. This has helped to burnish her former employer’s progressive credentials.

The face of an organisation

Personal branding should not be about one individual over and above the company. Leaders serve as the face of the organisation, and if their personal profiles are properly crafted but also radiate authenticity, they build the company’s reputation.

Authenticity is a well-worn word, and goes further than a personal vision, values and inspirations. It is also about being honest about risks, disappointments and admitting to the odd bit of vulnerability.

We know that marketing needs to be brand-led and intelligent, engaging audiences more personally where possible. Personal branding, however, is not just about image but also the story behind it.

Individuals investing in their personal brand help to humanise the corporate identity and add a dimension to its values and vision that wider tech audiences can relate to.

It is easy to assume that a focus on the personal is best suited to consumer-facing companies, but it can have significant impact in the highly-competitive world of digital technology.

Building trust and visibility

Performance PR-led campaigns can incorporate personal branding strategies for key leaders behind a tech brand, moving them further forward on the public stage. Using expertly crafted, highly-targeted content on social media, personal brands provide an entry point, building trust, visibility and drawing in potential clients and investors who resonate with their expertise.

Trust is always important for ambitious tech brands that need a higher profile. If audiences feel they can trust the individuals running a company, that is a substantial advantage.

We should remember that personal branding goes beyond social media posts or videos shot in a suspiciously pristine kitchen. In B2B tech PR there are many opportunities for amplification.

Alongside insights that are original and captivating, key leaders can share thought leadership articles, snappy blogs and informative whitepapers from the corporate brand to further build credibility. PR experts can work with these stakeholders to devise a consistent schedule for posting relevant content on social media channels.

Content is what attracts the right audience, and if personal branding initiatives use cliché after cliché, then they are not going to convince anyone.

Working hard to establish trust and credibility by focusing on the right content with the right language is very important. It is also vital not to sacrifice quality for quantity. Business leaders who have something to say about everything tend not to do their brands many favours.

With key leaders taking steps to build a personal brand and develop a community of followers, businesses have a highly valuable, additional tool that increases the power of their corporate brand with target audiences, enabling them to amplify their presence on all channels and ultimately drive sales.

Get in touch to find out how we can help you build your personal brand and in doing so increase the visibility of your business. 

 

 

One of the biggest challenges for B2B healthtech brands is making complex technology accessible and compelling to target audiences.

Healthtech can be complicated. AI, automation, interoperability and data analytics are all terms that are commonly used by healthcare executives but to many of the organisations they engage with: from hospital to pharmacies to businesses running preventative care platforms, they can also be baffling.

Many healthtech brands struggle to explain this complex technology clearly and compellingly to prospects and decision-makers across these organisations who would be using the tech but aren’t necessarily technically minded.

It’s a difficult balancing act, of course. Overuse of technical jargon can alienate non-technical audiences, but at the same time, removing technical language entirely may make a solution seem less credible. So, how do you pitch this correctly?

The secret lies in clear, credible and precise communication. Simplifying complex ideas isn’t about dumbing them down; it’s about empowering your audience to grasp the genuine value your solutions offer, regardless of their technical background.

Getting this right is essential if you’re going to build brand awareness.

 

Cutting through the complexity

Brands must communicate the benefits of a complex solution in a clear, credible and precise manner to engage buyers regardless of their technical knowledge and establish themselves.

Think about it: your audience might include clinical directors, IT managers, procurement teams or even senior execs without deep tech knowledge. If they don’t quickly grasp what you’re offering or why it matters, you’ll lose their attention fast.

Skilled writers are critical here. They know how to translate complex concepts into engaging, jargon-free stories, highlighting tangible outcomes rather than technical specs.

This kind of clarity helps your audience immediately picture the real-world impact of your solutions, whether it’s improving patient outcomes, boosting clinical efficiency or enabling smoother hospital workflows.

 

How PR boosts impact

Building on this clarity, a well-rounded Performance PR approach can help bring any healthtech’s solutions and services to life. It is all about getting the message across in a direct and straightforward way.

Start by focusing on digestible themes and clear narratives that reinforce your core brand messages. These themes become the backbone for all your communications: whether you’re publishing blogs, whitepapers or social media posts.

Keeping the messaging clear and consistent ensures your audiences quickly grasp what your solutions achieve and why they matter.

Explainer documents are a great tool here. For example, consider a two-pager that accompanies a product launch. When designed to be visually engaging, these pieces can quickly demystify even the most complex tech. Imagine clearly explaining how a new health monitoring device works, step-by-step, or breaking down interoperability to highlight its benefits to clinicians and patients alike.

But it’s not just about clarity; it’s also about credibility.

Performance PR helps to strengthen this trust-building. By regularly attending leading healthtech events, seminars and networking sessions, PR teams can keep on top of all the latest industry trends.

Another powerful tactic is executive profiling. Your internal experts have compelling stories to tell – real-world insights about challenges they’ve faced, solutions they’ve delivered and the personal impacts they’ve seen first-hand.

Bringing these experiences into your messaging can transform dry technical explanations into authentic, engaging stories that audiences connect with instantly.

 

Looking positively forward

Clear and compelling communications not only help to clarify your message, but they also empower your audience to confidently share your message internally. They influence decision-makers who might not be tech-savvy, but who will instantly grasp the real-world value your solutions deliver.

Want to know how we can help turn your healthtech organisation’s complex technology-focused messaging into clear, compelling narratives that truly engage your target audiences and build awareness? Get in touch.

Whiteoaks International has proudly been awarded the PRCA Gold Communications Management Standard (CMS) accreditation for the seventh year running.

A hallmark of PR excellence, the status represents Whiteoaks’ ongoing commitment to best practices and continuous improvement.

This year’s accreditation focussed on campaign management and the value offered by suppliers, with the CMS highlighting the rigorous processes we have in place to review services from suppliers to maintain high levels of quality.

Sarah Waddington, Interim CEO at PRCA, says, “Whiteoaks has been accredited with CMS since 2018 and holds a Gold CMS award, which is a testament to the high quality of their work. The recent healthcheck focused on campaign management, and Whiteoaks provided a detailed and well-considered response, which was updated with input from their team.

CMS accreditation represents the gold standard in PR excellence, and it’s great to see agencies like Whiteoaks regularly review their practices each year based on these assessments. This ongoing process ensures that agencies remain at their best, giving clients confidence that they are working with a company that follows a structured approach to continually improve.”

Hayley Goff, CEO at Whiteoaks, says, “Retaining our PRCA Gold CMS accreditation for the seventh year shows the high standards we set across every part of our business, from how we manage campaigns to how we work with partners . The news is a credit to our whole team and reinforces our commitment to performance-driven PR for measurable results.”

“Trust arrives on foot and leaves on horseback.”

If you work in cybersecurity, that saying will feel all too familiar. Trust is the foundation of everything. Without it, your customers won’t invest in your solution, won’t hand over their data and won’t bet their reputation on you.

Cybersecurity operates in the background. It’s invisible, until something goes wrong. Yet, businesses and individuals are expected to take a leap of faith, entrusting you with their most sensitive information. One breach, one failure and that trust evaporates. And as we all know, once it’s gone, it’s a long, uphill battle to win it back.

So how do you build trust when your customers can’t see what you do? This is where modern PR – and more specifically, Performance PR – can make the difference.

Why trust matters in cybersecurity

Your customers don’t just need a cybersecurity solution. They need confidence that their data won’t be compromised, misused or exposed. The consequences of failure – financial losses, legal action, reputational damage – are severe. Trust is shaped by perception, and perception is shaped by how you show up in the market. It’s built over time, reinforced through consistency and strengthened by the right strategic communications. That’s where thought leadership comes in. When done well, thought leadership educates and reassures. It positions your brand as the expert, the innovator, the safe pair of hands. It takes complex, intangible security concepts and translates them into tangible proof points which  build confidence.

Performance PR: Building trust and credibility

If you’re new to Performance PR, here’s what you need to know: it’s PR with purpose. Every campaign is tied directly to business objectives, measured rigorously and delivers quantifiable results. No vanity metrics or vague promises. Before a campaign even begins, targets are set. And if those targets aren’t met? You don’t pay. At Whiteoaks, that’s our ‘fixed fees for fixed outcomes’ promise. 

What does thought leadership look like?

Trust is built through consistency, expertise and smart amplification. Performance PR goes beyond traditional PR by taking media coverage and supercharging it through content, social media and creative.

  • Content collateral: Insightful content, such as articles, blogs, talking heads videos and whitepapers which establish your
    authority and shape industry conversations.
  • Social media presence: Sharing expert insights, engaging in discussions and reinforcing credibility in real time.
  • Speaking opportunities: Security events, webinars and podcasts which allow you to showcase expertise and reach audiences in a more
    direct, engaging way.
  • Strategic media placements: Coverage in the high-profile industry outlets your audiences read that position you as a go-to expert in cybersecurity.

Thought leadership delivers more than trust

Thought leadership is about consistently showing up, adding value and shaping the right conversations.

Over time, this builds trust. And with trust comes:

  • Market differentiation: A distinct, authoritative voice that sets you apart from competitors.
  • Greater visibility: Media opportunities, speaking engagements and partnership potentials.
  • Business growth: The credibility and confidence which attract new clients, retain existing ones.

But can you measure trust? You can certainly measure the markers of trust through carefully tracked metrics in Performance PR.

What’s the media saying? Sentiment analysis can distinguish positive, neutral and negative feelings towards your brand. If confidence in your brand is growing, you’ll see it.

How do you compare against your competition? Media mentions, social engagement and industry presence reveal influence. Are analysts citing your insights? Are decision-makers engaging with your content? If your voice is driving discussions, that’s trust in action.

Is trust growing? Brand perception surveys, sentiment tracking and first-party feedback tell you if your thought leadership is building credibility. Are you shaping decisions and perceptions? If the answer is yes, your strategy is working and you’re building trust.

If trust arrives on foot, we’ll make sure you’ve got the right boots and a clear path forward. Let’s talk if you’re ready to establish your brand as a trusted cybersecurity leader.

Research projects are increasingly becoming a strategy of choice for B2B tech brands looking to position themselves as thought leaders. The media continues to have an appetite for the insights these industry surveys can deliver.

By investing in research, brands like yours can generate credible insights that serve to differentiate themselves from the competition and leverage for the media coverage to reach their target audiences and strengthen their market position.

Whether conducted in-house or outsourced to a specialist research company, however, surveys take time and resources to complete. B2B tech brands may also have concerns about the outcomes, with fears that results will fail to challenge the status quo and therefore won’t be newsworthy.

But research surveys with carefully crafted questions and responses can generate useful insights from target audiences.

Here are the three key reasons why it’s worth the investment:

One: Data-backed thought leadership

By collecting and owning data from their own surveys, businesses like yours don’t have to rely on external data to deliver industry insights.

Instead, you have your own IP, which enables you to differentiate your commentary, repurpose the data for marketing and strategic planning, and build credibility among clients, prospects and industry peers alike.

Successful research projects may even spur on yearly revisits, allowing you to compare and contrast data over a period of time, thereby enabling you to build insights into market trends and momentum and truly own a niche. 

Two: The opportunity to become a market trailblazer

Commissioning research enables a brand to shape industry conversations, rather than just reacting to them. By uncovering new trends, challenges or opportunities, businesses can be positioned as forward-thinking leaders.

These insights can also be used to inform strategy internally – giving a business unique market intelligence into its audiences that can shape product launches etc.

Three: Fuel for long-term marketing and content

Insights gained from research can fuel far more than a single report; they can provide a foundation for ongoing marketing efforts.

Key findings can be repurposed across PR campaigns in thought leadership articles, news releases, eBooks and industry whitepapers, as well as assets that can be shared on social media, such as infographics, social media tiles and videos.

They can even be leveraged for sales presentations. By selecting relevant results, and inserting them into their pitch slides, your teams can build a more persuasive case for a product, or service offering; address buyer pain points or validate the need for a solution.

In addition, you can revisit the data to comment or add context to breaking news stories, or to deliver insightful and timely commentary pieces.

If you want help in bringing these benefits to life but aren’t sure where to begin, we can offer guidance.

To kick-start your research journey, get in touch with us today.