B2B Tech PR Archives - Whiteoaks PR

In this blog, Hugh Cadman, Senior Content Creator, shares:

The growing need for data centre providers to differentiate
The role of the explainer video
Why creativity isn’t off limits for B2B tech brands

When a co-location or edge cloud provider unveils a new facility or service tier, they will focus on telling a story about why their newly-launched operation stands out from the competition.

With co-location and edge computing set for expansion and increased competition, explaining important points of differentiation simply and succinctly is a necessity. Every provider has story to tell about how its new service or facility is the solution to industry challenges or niche requirements. But the number of voices clamouring for attention is growing all the time.

There are currently an estimated 274 colocation providers in the UK (and 523 data centres) and the market is set to expand significantly at more than 13% compound annual growth up to 2030, according to ResearchandMarkets. Demand is driven by corporate and public sector digitalisation initiatives and the massive growth in AI use among businesses and consumers.

In addition, the rollout of 5G and advanced industrial IoT networks will continue to stimulate the growth of edge workloads – processing data closer to the point of generation or consumption for ultra-low latency. To meet this demand, the edge data centre market is forecast to grow at nearly 19% compound annual growth up to 2030, according to Grand View Research.

A gateway to greater detail

With more data centres planned all the time, a provider operating in these markets needs a way to explain to prospects why their site offers faster connectivity, more sustainable processes, or more robust cyber security than the competition. In edge computing, for example, a regional data centre may have significant advantages for nearby businesses compared with larger competitors based close to the main connectivity hubs in the South-East.

Security, hardware maintenance, resilience and sustainability are always high on clients’ lists of concerns, so an explainer video animation must swiftly convey key points, providing a gateway to the greater detail available in slides, datasheets and brochures.

This approach works well as an introduction for the non-IT specialists in a potential client. The people who hold the purse-strings are often unaware of the extent to which data centres differ in the services they offer. Many people who are not involved in IT can too easily see data centres as undifferentiated, featureless, automated bunkers.

Creativity in connectivity

A concise animated explainer video developed with the help of a B2B tech PR agency can make all the difference, especially those with in-house creative departments. The addition of a voiceover can support in guiding prospects through the mysteries of each operation – from racks and cabling to uninterruptible power supplies.

Data centre cooling is a hot topic because of electricity and water consumption. An animation provides a quickly-understood explanation of the options and technologies such as hot aisle/cold aisle configurations, adiabatic methods, liquid cooling or renewable energy routing and so on.

Visualising what was previously invisible, an animation can effectively ‘peel away’ the wall of the facility to show what happens inside a data centre – including the hardware, cabling and connectivity.

Connectivity is increasingly critical as a point of differentiation in data centres, offering low latency and ease of data-transmission to other regions of the country or the wider world for specific purposes. But among non-specialists, it is easily overlooked. Concepts such as peering or internet exchanges are poorly understood. An animated video could address this, by for example, using live action to track a data packet’s journey from the server rack to a regional point of presence (PoP) in real time, summarising in a few words what is taking place and why it matters.

A video can sum up how a provider meets specific industry requirements and outline the benefits of superfast fibre and dark fibre. Experienced script-writers and animation teams can describe sophisticated approaches such as SD-WAN and SASE in simple terms, along with their advantages for business performance.

Creativity isn’t limited just because you’re operating in a tech space. Introducing a character to personify your offering can help the target audience understand what goes on inside a data centre, for instance. This approach is memorable, differentiated and can help to explain complex topics in layman’s terms. Such initiatives can be a breath of fresh air which cut through the standard, expected explainer video angle and bring something new to the table.

The value that data centre operators can derive from a short video goes beyond the 90 seconds or so of animation. Having attracted attention to their points of differentiation, data centre providers can draw on the services of a Performance PR agency to develop gated transcripts or Q&A documents which generate and track additional leads and build ongoing sales value. Short and sweet, videos pack a real punch.

To find out more, contact the Whiteoaks team today and for more inspiration view our creative showreel.

In this blog by Sophie King, Associate Director, we look at:

Why owned research is valuable for B2B tech brands
Maximising research’s reach
Three ways to ensure research produces tangible results

In the competitive world of B2B technology, establishing thought leadership and standing out from the crowd is essential. One powerful tool for achieving this is owned research, designed to generate original thought leadership on topics that matter to your audience. It offers brands an opportunity to deliver unique content that resonates, helps build credibility and drives PR efforts.

However, to maximise the impact of owned research, it should be integrated into a wider marketing strategy, and not just seen as a one-off PR exercise. Here’s how B2B technology brands can use owned research effectively and amplify it across their marketing channels.

Why Owned Research is Valuable for B2B Tech Brands

At its core, owned research refers to custom data gathered through a survey, study or report commissioned by your company. Unlike secondary research, owned research allows brands to address specific challenges or trends relevant to their audience, producing data-driven insights that can be used to generate compelling narratives and content that can be used in all manner of different ways.

For B2B tech companies, owned research is a chance to move beyond general industry reports and provide something new that positions you as a thought leader. But while research is a powerful tool, its success depends on how well it’s integrated into your broader marketing strategy. To achieve maximum impact, the findings can underpin everything from press releases to social media campaigns, ensuring your brand is recognised as a credible, authoritative source in its sector.

Here’s our top tips on how to maximise its reach:

Repurpose Content Across Platforms: Don’t limit the research to one format. While the classic eBook format has its place as a hero asset within a lead-gen campaign, there’s value in repurposing key findings into blog posts, videos or even podcast episodes. Each channel reaches a different segment of your audience, ensuring your research has broader visibility.
Coordinate with PR Outreach: Use the research as a hook for your PR campaigns. Pitch findings to relevant media outlets and industry publications, offering them exclusive insights or commentary on the results. This creates the opportunity for earned media coverage and can establish your brand as an authority.
Align with your Event Calendar: Research insights can form the basis of event concepts and messaging, providing you with an powerful differentiator against a sea of other attendees. The data from surveys can be used to fuel panel discussions or speaker slots, letting you engage directly with your audience while reinforcing your thought leadership position.
Engage with Influencers: Industry influencers or thought leaders can help amplify your research. Collaborate with them to share the results on social platforms, extending your reach to their networks.

Starting a research project from scratch can feel daunting, so to ensure your research produces tangible results, keep these tips in mind:

1) Plan for Headlines from the Start
It’s important to start the research process with a clear vision of what you want to achieve. Think about the key insights or headlines you want the media to pick up. Without a clear focus, you might end up with a report full of generic data that doesn’t provide value. Consider what your audience cares about and what gaps exist in the industry. This will guide the creation of meaningful research that generates buzz.

2) Get Senior Stakeholder Buy-In Early
Research projects require a significant investment of time and resources. To ensure alignment with broader company objectives, it’s crucial to get buy-in from senior stakeholders early on. Their involvement helps shape the research and ensures that the findings are closely aligned with your strategic goals, increasing the likelihood of long-term impact.

3) Define Success Metrics
Before the research kicks off, define what success looks like. Will you measure media coverage, social media engagement or lead generation? Setting clear KPIs upfront will allow you to track the effectiveness of your research and optimise for better results. For example, metrics like press coverage, social shares or eBook downloads can indicate how well your content is resonating with the target audience.

Turning Research into Results

Owned research is a valuable tool for any B2B technology brand looking to differentiate itself in a crowded market. However, it’s not solely about the research itself – it’s about how you use it. By integrating it into your broader marketing strategy, from PR content and social media posts to hero eBooks and event collateral, you can maximise its impact and create a strong foundation for long-term thought leadership.

By following best practices and setting clear goals from the outset, B2B tech brands can leverage owned research to build credibility, generate PR narratives and drive engagement across multiple touchpoints.

Find out more about some of our work in this area for clients, including a cybersecurity industry report for Bridewell, which saw us generate 697 pieces of coverage, or our integrated research campaign activity for InterSystems, which saw us deliver a full suite of creative assets.

You’re a SaaS brand and you’ve set your eyes on expansion.

You’re weighing up the risks. Is this the right time? Will the move accelerate your brand? How can you replicate the successes of your initial launch in regions which you are entirely unfamiliar with?

Well let us reassure you, SaaS growth is on the up and is globally forecast to grow nearly 20% between now and 2032.

India’s market is projected to reach $9.22 billion by 2029, growing at 25% annually and outpacing both the US and Europe. Germany’s sector is expected to hit €16.3 billion this year, building on five years of strong momentum.

North America still holds the lion’s share, but as you can see from the stats above, the rest of the world is opening up. If overseas expansion is part of your roadmap, then there’s no better time than now, provided it’s done with clarity and conviction. And luckily, Performance PR can help you do that.

The challenges of expansion

Expanding internationally demands more than switching languages or updating your pricing page. It’s a shift which will reshape how your software is seen, understood and trusted in an entirely new context.

For SaaS brands, this challenge is magnified. You’re often selling a product which relies heavily on perceived value before anyone even sees a demo.

For starters, there are local expectations to consider. What feels normal and trustworthy in one region might fall flat – or worse – feel tone deaf in another. Buyers want to know what you offer, yes, but they also want to feel like you understand their challenges and realities.

There’s also the balancing act of staying true to your brand. As you adapt your messaging, how do you make sure you don’t lose the distinctive voice and values which set you apart? Compromise too much, and your identity starts to blur. Too little, and you risk coming across as out of touch.

Language is only the beginning. Cultural nuance, preferred channels of communication and even the pace of engagement vary wildly from one market to the next. Content which performs well in the UK might land differently in Germany, and miss the mark entirely in India.

You also need to think about who holds influence – because for software brands like yourself, visibility without credibility means nada. Industry analysts? Media outlets? Events, thought leaders? They aren’t usually the same from region to region. If you don’t know who they are or how to reach them, your story risks going unheard, and no-one taking you seriously.

If these challenges aren’t tackled deliberately, the result is slower traction and weaker impact. The momentum you were counting on never quite materialises. And, once you’ve launched without it, it’s much harder to recover.

This is where a strong Performance PR campaign can give your SaaS brand the edge. It can help you land the launches and enter the markets you’re aiming for with confidence and credibility.

The challenges of launching in new markets

When you’re entering a new market, it’s easy to focus on the mechanics such as press releases, landing pages and maybe a few events. But step back for a moment and ask: what are we really trying to achieve here?

A successful PR launch should create visibility among the right people. You also want to build credibility with them quickly and speak to them in a way which lands.

Generating attention is great, but your PR should also drive engagement and impact – this could be in the form of traffic, leads, interest from analysts or conversations sparked with future partners.

However, all of that doesn’t happen by accident.

How Performance PR can help

It starts by understanding exactly what success looks like, and then it builds towards that.

Every activity is measurable through KPIs – tied to the activities in the campaign – which are aligned with your business goals from day one.

So therefore every headline, every byline or LinkedIn post should have a clear purpose. The integrated nature of modern PR (which includes media relations, social media, content and creative) amplifies every part of a campaign making it far more likely you’ll hit the business goals.

There’s usually a lot riding on launching into a new market. You want to make sure your spend is actually doing what it should do and giving you a return on investment.

Fortunately Whiteoaks’ commitment to ‘fixed fees for fixed outcomes’ supports this. We work closely with clients to agree to targets which connect with your overall business objectives and we guarantee that if those agreed targets are not met, you get your money back.

It gives you peace of mind when you’re expected to build recognition fast, win trust in unfamiliar territory and spark demand without the luxury of time.

It also keeps us accountable.

How we measure success of market expansion

Metrics we’d use to measure market expansion could include:

Growing your share of voice against regional competitors
Securing coverage in trusted, influential tech and business media
Driving high-quality traffic to localised landing pages
Increasing branded search in new geographies
Encouraging trials, sign-ups or subscriptions through integrated PR and content touchpoints

The Whiteoaks way

As a B2B tech PR agency, we’re part of an international network of trusted partners. This allows us to bring reach and regional insight to your campaigns through specialists who know the nuance of their markets inside out.

Our local partners open doors to analysts, media, events and conversations wherever you’re expanding to. They can help refining tone, reworking content, or selecting the right local channels so your story gets told in the right way but still making sure your brand still feels like your brand.

You’ve no need to handle the coordination across regions. We operate as your lead agency and your one point of contact.

Every region is measured and tracked, so you know exactly what’s working, where and why.

If you’re a SaaS brand looking to go global, we’ll help you break boundaries, cross borders and land with impact. Find out how we can help.

In this blog, Hannah Buckley, Head of Content and Service Development, explains:

what digital PR is and how it differs from traditional PR
the fundamentals of digital PR strategy
how digital PR can be used by B2B tech businesses

Defining digital PR

Digital PR has become a core part of how B2B tech brands build visibility and credibility online. But what exactly is it, and how does it differ from traditional PR? In short, digital PR is the practice of gaining online coverage, links and engagement through content, media relations and digital-first outreach strategies. It combines the goals of traditional PR with the tactics of SEO and digital marketing.

The result? Campaigns that not only increase brand awareness but also improve search performance and drive relevant traffic to your website.

Ultimately, it’s an essential part of a broader online PR marketing strategy that helps connect your brand with your audience, where they’re already searching.

What does digital PR involve?

A strong digital PR strategy can include:

Creating thought leadership content that appeals to your target audience
Developing blogs and website content to target high value keywords
Pitching stories and insights to online media outlets and journalists
Securing coverage with backlinks on high-authority websites
Engaging with relevant online communities and influencers
Amplifying earned media through social media and email campaigns

As with traditional PR, the focus is on quality, relevance and outcomes, rather than just quantity.

Digital PR vs traditional PR: what’s the difference?

At this point, you may be wondering what exactly the difference is between Performance PR or traditional PR and digital PR. While traditional PR focuses on a mix of online and print or broadcast media, digital PR is entirely geared toward online platforms.

The tactics behind both, however, are similar – strong storytelling, relevant outreach and a clear understanding of your audience.

At Whiteoaks, we see digital PR as complementary to our PR programmes, not competing. Both play a role in building brand visibility and trust. What’s different is the intent and methodology.

Digital PR tends to be backed by keyword research and gap analysis and focuses on increasing online visibility, improving rankings for keywords and driving traffic to your website, with securing backlinks from high authority websites a key goal.

The way we measure it also differs. The focus is on monitoring backlink quality and assessing the influence of the programme on things like search rankings and web traffic.

Why is digital PR important for B2B tech companies?

For B2B tech brands, digital PR plays a key role in building trust and authority in competitive markets.

At the heart of it is ensuring that when your audience searches for solutions, your brand is discoverable and credible.

While Performance PR can do a lot of the leg work in building reputation and credibility, digital PR helps you become discoverable.

By creating keyword optimised content and earning domain authority boosting backlinks, digital PR strategies improve online visibility and direct potential customers to your site.

In short, digital PR helps connect your expertise with the people actively looking for it.

It’s not either, or

When combined with our Performance PR approach, digital PR can help extend your reach, reinforce your messaging and deliver measurable results across platforms – making it an effective B2B PR programme.

For B2B tech businesses, it’s an effective way to turn industry knowledge into real digital outcomes.

Want to start seeing improvements in rankings and referral traffic to your website? Get in touch to find out how our digital PR services can help.

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.

For B2B technology companies, the launch of a new product is a critical moment. With vast amounts of money and countless hours invested in research and development, ensuring that these innovations don’t merely blend into the background against established competitors is crucial. Yet, even the most innovative products that offer significant benefits to customers can face the risk of poor market performance if they don’t make a splash at launch, which can curtail further innovation and impact profitability. The key to preventing this lies in strategic partnerships with specialised B2B tech PR agencies. These agencies excel not just in traditional public relations but in constructing a unique solution proposition, supported by compelling narratives, which resonate with the target market.

The Role of Specialised B2B Tech PR Agencies

B2B tech PR experts focus on gaining an in-depth understanding of the competitive landscape and are highly-skilled at highlighting the unique elements of a new product or service. By positioning it not just as another entry into a crowded market but as a pioneering solution to a real problem, they set the stage for market disruption or even the creation of new categories.

Looking Beyond Features

One significant advantage of employing specialised PR services is their ability to shift the focus from the features of a product to the solutions it provides. Instead of just promoting technical specs, which can get lost in translation for the decision-makers, PR strategies emphasise how the technology addresses specific customer challenges. This approach not only makes the product more attractive to potential buyers but also enhances its perceived value and relevance.

Driving Visibility

For a new product to make its mark, it (and the brand) needs to be visible and credible. Visibility comes from expertly crafted content such as thought leadership articles, insightful blogs, and informative whitepapers that can be shared across different channels, whether that’s on the company website, social media, or the media. These pieces capture the essence of what the new innovation stands for and what it means for the end users and allows the brand to target the right audiences by speaking their language.

Creating Credibility

The credibility factor makes a real difference. It’s not enough to talk the talk, prospects need to see that the business they’re considering engaging with is capable of walking the walk, too.

By using case studies or press releases to showcase real-world applications and testimonials from beta users, PR can demonstrate the practical benefits and reliability of the product. Alongside this, quotes and endorsements from respected industry figures can boost credibility and attract attention from a broader audience. Finally on this point, recognition from industry-relevant awards can significantly enhance the product’s profile and serve as a testament to its innovation and impact. All of this third-party endorsement acts a sign of credibility to prospects and helps to give new product launches extra clout to stand out from competitors.

Ultimately, when B2B technology companies leverage the expertise of specialised tech PR agencies, they ensure that their innovative solutions are not just another drop in the ocean. Instead, they stand out as solutions that address real-world problems, backed by strategic storytelling and robust market positioning. This not only elevates their offerings above the fray but secures a competitive edge that drives both current profits and future innovation.

If you’re wanting to make sure your next product launch stands out from the crowd, get in touch to find out how we can help.

Hook, Hampshire, 14 February 2024: Whiteoaks International, the performance-driven tech PR agency, has announced three strategic appointments to bolster its senior team amid its continued drive for growth and ethos of delivering meaningful impact through PR.

Adam George, Finance Director, has joined the Whiteoaks board, where he will provide financial leadership to achieve short and long term business goals and help steer the company towards its ambitious growth targets. Having joined Whiteoaks as Head of Finance in 2019, George’s appointment is testament to the impact he has had on the business so far and to his nearly 20 years’ experience in finance roles.

Hannah Buckley has been promoted to Head of Content and Service Development, where she will continue to focus on ensuring excellence across content delivery and the ongoing development of the practice, whilst also spearheading the evolution of the company’s service offering to ensure a competitive differentiator.

Finally, Natalia Kaczmarek assumes the role of Digital Content Manager which will see her lead the development of strategic and impactful digital programmes as well as creating compelling digital content across the client base.

The appointments follow the elevation of Hayley Goff to CEO in May 2023, marking a new era of leadership for the company, and underscoring Whiteoaks’ commitment to leadership excellence and outcome driven impact in PR.

Hayley Goff, CEO, Whiteoaks, comments, “As an agency, we are dedicated to creating and delivering performance-led campaigns that deliver meaningful outcomes and tangible impact for clients. Our team of experts in media relations, design, social media and content creation are our greatest asset and ensure every PR programme is executed to the highest quality to achieve results.

“With Adam, Hannah and Natalia stepping into their new roles, I am confident in our ability to navigate the exciting next phase of our growth journey.”

By Vicki Curtis, Senior Client Consultant

Change has arrived in the PR industry. Synapse, a new platform devised by former Dow Jones and Gorkana executive, Charles Russell, and PR legend Mark Borkowski, aims to transform the way that journalists and PR professionals communicate. The idea is that journalists can access a custom-filtered inbox of PR pitches that are relevant to them, and PRs can discover new media and influencer contacts and pitch interesting angles and fresh perspectives.

I can see why the idea has materialised. There’s been an industry-wide friction between journalists and PRs for many years. Cision’s Global State of the Media Report 2023 discovered that only 7% of journalists say the majority of pitches they get are relevant to their audience. It’s a shockingly low statistic. But why has it come to this? If PR professionals across the board were tailoring pitches, understanding media and only sending relevant emails to the right journalists, would there be a need for these new types of services?

Time for a rethink

It’s time for PR professionals to rethink the way they approach their work so that they don’t have to solely rely on these emerging platforms. However, it must be said that technology can deliver some helpful tools. For example, Synapse allows journalists to filter the pitches they receive from PRs by topic and format. They are also able to flag pitches that aren’t relevant to them. Similarly, PRs will be able to see who has viewed or accepted their pitches.

But it’s also our responsibility, as PR people, to consider the perspective of journalists and know what is going to resonate with them in the first place and not simply rely on the tech. This is incredibly important as the Cision research also revealed that as many as three in four journalists will block a media relations professional who spams them with irrelevant pitches.

Many PR agencies are structuring their internal teams to feature dedicated media specialists. These employees are focused solely on media activity and building relationships with journalists, which feeds into the second requirement of the modern day PR professional. Now that we’re fully clear of the pandemic, it’s time for PRs to step out from behind the screens and set up relationship building meetings with key media figures.

The trend for intermediaries

More than 1000 journalists from across more than 140 titles, including The Mirror, The Express, The Scotsman and OK! Magazine have signed up to Synapse. As the platform gathers pace, more look likely to join, but it remains to be seen as to what extent it will help to alleviate the issues between PRs and journalists.

One aspect that is clear is the growing trend towards ‘matchmaking platforms’ across industries. Whether it’s matching pitches to journalists, brands to agencies or even investors to entrepreneurs, there’s a big focus now on employees looking to save time with supporting platforms. In this sense, the technology could help employees to streamline their day-to-day tasks.

However, while tools such as Synapse offer promising solutions to bridge the gap between journalists and PR professionals, these innovations shouldn’t overshadow the fundamental principles of PR, including relationship-building and understanding the media landscape. Professionals must ensure that they get these basics right, and the unique value that only they can provide is building those human connections that technology can’t replicate. Only by merging these capabilities can the PR industry be truly revolutionised for the better.

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By Bekki Bushnell, Associate Director

So, your B2B tech business has just secured a significant investment. Congratulations! This funding opens up a world of opportunities, enabling you to explore innovative R&D projects, expand your talent pool, or even venture into new markets, setting the stage for future success.

But as the confetti settles, a new journey begins – one that demands strategic thinking and a powerful ally by your side. It becomes necessary to communicate your business’s accomplishments, unveil carefully crafted plans, and showcase your unique value proposition to the world.

Here’s where strategic communications steps into the spotlight. It serves as the catalyst for post-investment success, helping businesses like yours to level up and thrive in a fiercely competitive landscape. By harnessing its power, tech enterprises can drive long-lasting growth and establish a dominant market presence.

Turning Talking Points into Compelling Narratives

Naturally, your business will want to shout about the success of its latest funding round. And rightfully so! It’s an excellent talking point – and with a well-crafted strategic approach, it can be transformed into a cohesive, captivating narrative that truly elevates your brand.

In today’s multi-channel, multi-platform world, effectively conveying the investment news goes beyond just issuing a press release (though this remains a crucial element of PR). With strategic communications, you have the power to weave a compelling story across diverse channels, spotlighting the company’s vision, expertise, and commitment to growth in a way that genuinely strikes a chord with your audience.

This narrative will become the bedrock for all future communications, as targeted media outreach and thought-provoking content positions your business as an industry trailblazer. The rewards of increased brand visibility, heightened loyalty, and strong stakeholder trust await – and it all begins with the initial buzz generated by the investment. After all, if every successful business has a great story to tell, why not let this chapter be your ultimate launchpad towards achieving demonstrable market impact?

Accelerating Growth with Targeted Campaigns

To fully capitalise on post-investment expansion opportunities, connecting with the right audience is essential. This is where strategic communications and business success perfectly align. By collaborating with passionate PR and communications specialists with a deep understanding of the B2B tech marketing landscape, your company can harness data-driven insights and expert-led strategies to proactively identify and engage your target market.

Strategic PR thrives on versatility. It demands an integrated approach spanning content, social media, creative, and digital marketing. This ensures consistent, relevant messaging across platforms, maximising audience reach and impact to supercharge business growth. Moreover, our team of professionals will define clear KPIs aligned with your business goals to help you measure and track campaign success, making your hard-won investment go even further.

Building a Brand Presence that Lasts

Seizing the moment is crucial, but post-investment success goes beyond quick wins or attracting new clients. An effective communications strategy also fortifies your brand’s reputation and credibility, nurturing lasting relationships with investors, partners, and clients alike.

To solidify and amplify your brand, impactful storytelling, eye-catching visuals, and consistent messaging across channels is essential. Having a trusted PR partner by your side can even transform your business’s story into a gateway to connect with influential individuals and key industry stakeholders. For example, leveraging leadership profiling after an investment win could unlock lucrative media opportunities, events, and strategic collaborations within established networks. Through effective networking, your business can build lasting trust, expanding its reach and credibility for enduring brand presence.

And of course, this communications approach will also keep your current stakeholders engaged and informed every step of the way, creating a supportive brand community that shares in your success as you reach new heights.

As your business launches its post-investment journey, let strategic communications become the driving force behind your growth. Reach out to us today and discover how our tailored PR solutions can elevate your B2B tech company to new levels of success after investment. Let’s maximise your business potential and achieve measurable market impact together!