14 June 2023 Awareness Digital Tech


Launching a new tech product with a well-executed PR (public relations) strategy will generate buzz, increase awareness, and drive adoption of your product, thanks to endorsement from the media.

Cherish PR has supported many tech brands including eReading giant, Rakuten Kobo who we have worked with for over 10 years! Since 2012, we have consistently promoted their innovative suite of eReaders in the UK.

This Spring, we presented the new Kobo Elipsa 2E to UK media. Bundled with the new and improved Kobo Stylus 2, Kobo Elipsa 2E is the ideal eReader to help you focus, explore your ideas, and stay organised while you do it. It’s genius!

During an intensive two month media relations project, our team generated over 58 pieces of coverage, with 90% in tier one media including outlets such as the Daily Express, T3, Wired and Tech Radar, to name a few.

If you’re looking for PR to launch your new tech product to market, here are a few tips to consider:

  1. Define your target audience: Work with your PR agency to identify the specific market segment or demographic that would benefit the most from your technology. Understanding your audience will help you tailor your messaging and PR efforts accordingly. Often brands come to us with a primary and secondary audience or ‘personas’, but we encourage them to think laterally. For example, a B2B audience still reads mainstream consumer media, so why not consider a consumer first approach even for a B2B product?
  2. Craft a compelling narrative: Work with your agency to develop a clear and concise story around your technology. Highlight the problem it solves, the benefits it offers, and what makes it unique or innovative. This narrative will form the foundation of your PR messaging. Find interesting and newsworthy angles that will capture the attention of the UK media. This could be a human-interest angle, a disruptive innovation, a solution to a pressing issue, or a trend-setting development. Think about how your technology fits into broader industry trends or societal challenges.
  3. Media interviews and demos: The PR team will potentially offer interviews, demos, or product trials to journalists, bloggers and influencers who are interested in your technology. Provide them with the necessary resources, such as review units or access to beta versions, to help them experience your product firsthand. Reviews offer an unbiased perspective from consumers or experts who have firsthand experience with the product. Media outlets that publish reviews gain credibility and build trust with their audience by providing reliable information and honest assessments. If you are not confident in a specific feature, it’s better to hold your PR until you have a product you would be 100% happy with as a customer.
  4. Leveraging media outreach: Journalists like exclusivity and access to insights. The benefit of working with a PR agency is they understand that media receive numerous pitches, so they know how to effectively communicate to get coverage across the line. This includes providing supporting materials such as press releases, product images, videos, or infographics. These materials should be easily accessible and visually appealing. The press kit will be well-organised and contain all the necessary information.
  5. Measuring and evaluating PR efforts: Before appointing an agency, ask how they track key performance indicators (KPIs) such as media mentions, website traffic, and how they manage quality of coverage. For example, is a brand mention enough, or do you want to include key messages, a link back to the product / website or an image in pieces of coverage? How important is volume vs quality of coverage? Make sure before signing up, you have some guarantees about results.

Remember, successful PR requires a well-planned and coordinated effort. Consider working with a PR agency to help you navigate the process effectively.

For more information about Rakuten Kobo‘s Elipsa 2E, visit  www.kobo.com

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