As a PR consultant, I have seen first-hand how public relations has become an important growth factor for innovative technology start-ups in Belgium. Media articles generated through a PR strategy have led directly to new business and indirectly to fresh investment. How does that happen?
Things are moving
Recent conversations with clients and other businesses have made it clear that Belgium’s start-up scene is gaining momentum. The media have noticed too, as their positive reporting shows.
Examples include the Belgian Startup Manifesto developed at Tech Startup Day and Digital Belgium, launched by Alexander De Croo in his role as Deputy Prime Minister and Minister for the Digital Agenda, Telecommunications and Postal Services. The plan aims to support growth and jobs through digital innovation. Its ambitions include creating at least 1,000 new digital start-ups by 2020.
Research from technology industry centre Sirris also found that the number of Belgian technology start-ups had risen sharply over five years. Deloitte’s first Belgian edition of the Technology Fast50, ranking the fifty fastest-growing technology companies, reflects the same development.
Capital and customers
Young, innovative technology businesses are flourishing in Belgium. To grow, they generally need two things: capital and customers. Whether raising funds or attracting buyers, they need to persuade an audience.
Investors must understand the value of the product or service, its market and growth potential, and the possible return on their investment. Customers need to be convinced of the quality and usefulness of the offering.
Connecting technology with business
An integrated communications approach is essential. Owned channels, marketing communication and PR activities should be coordinated so they reinforce one another, with social media connecting the different elements.
A well-planned PR campaign does more than explain an innovative product or service clearly. It connects technology with business value in an understandable way. Concrete case studies, for example, help potential customers and investors see a technology’s benefits and possibilities. The people leading the company, their vision and the financial results also deserve attention.
A powerful catalyst
When the right messages reach the right audience, media coverage can be a powerful catalyst for technology start-ups. Strong articles in influential IT publications or newspapers may help a hesitant decision-maker choose a product or service. Coverage in business and technology media can similarly build the confidence needed to attract or reassure investors.
Progress has recently welcomed a rapidly growing technology company as a client. Balabit specialises in secure log management, advanced activity monitoring and behavioural analytics and is well known in information security. Deloitte’s Fast50 ranking placed it as the second-fastest-growing technology company in Central Europe.
The company is preparing to enter the Benelux market, so its name may not yet be familiar to you. Stay tuned: you will be hearing more from them.
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