Despite a challenging business landscape, there were a record number of tech incorporations in the UK last year. In fact, over the past five years, the amount of new tech companies launched has increased by almost 50%.
The UK B2B tech scene is showing no signs of slowing down. But with the number of tech startups increasing, it makes getting in front of the media – and prospective customers – that bit harder. However, startups aren’t just competing against other startups. They are also battling established companies and industry giants for airtime.
As we begin a new year, many founders and marketing teams are (rightfully so) planning to get their company ‘out there’ more in 2026. But where do you start? And how do you get it right?
Ultimately, success starts with getting the fundamentals right. That’s where a PR agency comes in.
1/ Determine category ownership (or create a new one)
Founders launch a company because they’ve spotted an industry problem that needs to be solved. They understand the ‘why’, and build a product or service around it. However, as companies progress, it’s easy for them to get pulled into the nitty gritty of the product and lose sight of the bigger, important picture.
PR messaging workshops help to shake off a product-centric mindset and bring the focus back to your category and where it is currently falling short. Are you redefining the industry, or creating a new category entirely? That’s where some of the best PR stories come from.
It can be a bitter pill to swallow, but journalists want to know the pain points you are solving and why, not whether you’re launching version 2.1.4 of your product.
2/ Define your company voice
Journalists are always looking for comments or opinions on an array of subjects. However, in a saturated B2B tech market, credibility beats fluff every time.
The startups that stand out are the ones who put forward founders or technical leaders who are authentic and knowledgeable. Thought leadership, commentary, and interviews that reflect lived experiences will always land harder than messaging that is too corporate or AI-generated.
A spokesperson who is bold, credible, and humble is the perfect mix. It’s also something media training can help to achieve.
3/ Use speed as a competitive advantage
Imagine the scene: the Government has just announced a regulation that is going to completely disrupt your industry. Journalists are looking for opinions, and your company spokesperson is well placed to comment.
This is where – unlike industry giants – startups can move fast. The best PR leverages rapid commentary and timely data on industry news to insert your company into key conversations. Larger, slower competitors are simply less likely to react in time, as they have laborious signoff processes. A PR function, on the other hand, can spot the news and then develop the comments or pitch in the spokesperson to secure the opportunity.
The bottom line
Startups who embrace their agility and experts are the ones who will have the potential to take media share away from bigger players. A PR agency is key to this – providing the messaging advice and PR ideas to position your company in front of the right media. It’s a busy arena, and if you’re not doing it in 2026, your competitors will be.
Want to learn more? Get in touch with the team.
Related Articles
