Archive article, originally published in April 2015. The examples and company developments below reflect that period.
As a PR consultant, I have seen first-hand how PR for technology companies can play a significant role in the growth of innovative Belgian tech start-ups. Articles generated by a PR strategy led directly to new contracts and indirectly helped attract fresh capital. How did that happen?
Something is happening
In conversations with our clients and the wider business community, I have noticed a clear shift in Belgium’s tech start-up scene. The media have picked up on it too, as the positive coverage at the time shows.
In March 2015, the Belgian Startup Manifesto was launched at Tech Startup Day. The following month, Deputy Prime Minister and Minister for the Digital Agenda and Telecommunications Alexander De Croo launched Digital Belgium: a plan to generate growth and jobs through digital innovation. Its ambitions included creating at least a thousand new digital start-ups by 2020.
In the same week, technology industry centre Sirris published research showing strong growth in the number of Belgian tech start-ups over the preceding five years. It was also no coincidence that Deloitte had launched its first Belgian Technology Fast50 ranking of the fifty fastest-growing technology companies at the end of 2014.
Capital and customers
Young, innovative technology companies and start-ups were clearly gaining ground in Belgium. To grow and develop, they essentially need two things: capital and customers. Whether they are raising essential funding or winning customers, the challenge is to get people to believe in their story.
Investors need to be convinced of a product or service, its market and growth potential, and the return their investment could deliver. Customers need confidence in the quality of the product or service.
Translating technology into business value
An integrated communications approach is essential. Communications through a company’s own channels, marketing communications and PR activities should align and reinforce one another, with social media connecting the different strands.
A well-considered PR plan does more than explain an innovative product or service clearly. It translates the technology into business language. Customer stories showing a technology in use, for example, make its benefits and possibilities more tangible for potential customers and investors. The people behind the company, their vision and the financial results also deserve attention.
A powerful catalyst
Media can be a powerful catalyst for start-ups and innovative technology companies when the messages are relevant and reach the right audience. A strong article in a leading IT publication or newspaper can help a hesitant IT decision-maker choose a product or service. Coverage in newspapers and business and technology media can also build the market confidence needed to convince investors.
At the time of writing, Progress had recently welcomed fast-growing technology company Balabit as a client. The IT security company specialised in reliable log management, advanced monitoring technologies and behavioural analytics. Ranked by Deloitte’s Fast50 as the second-fastest-growing innovative information security company in Central Europe, it was preparing to enter the Benelux market. If the name was unfamiliar, that was understandable. But, as we said then: stay tuned — you would be hearing more about it.
Veerle
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