Public Relations
Jun 21, 2023

PR Starter Kit: 6 Steps to Set Up Your PR Program for Tech Companies

(Note: This blog post was originally published on Marketing Profs and has been updated.)

Hurray! You just received the green light to kickstart your PR efforts for your startup company. Now, where should you begin?

For startups operating in the realm of emerging technologies like generative AI, IoT, blockchain, AR, and VR, establishing effective PR, content marketing, and social media programs can be quite challenging. With so much to do and limited time on your hands, hiring an agency or consultant might not be feasible. In such cases, here are 6 fundamental steps to help you get started.

Use our updated PR 101 Starter Kit checklist and prepare for a successful launch!

Team in office conference room working

Photo by Campaign Creators on Unsplash

  1. Build your press and analyst list.

Whenever you come across an article that relates to your company, take note of the reporter’s name, the publication that published it, and the names of any market research analysts quoted in the article. (You can find a helpful Google Sheets template here.)

Consider investing in software tools like Cision or to assist you in building a comprehensive press and analyst list.

  1. Develop a Content PR strategy.

Kickstart your Content PR program by creating materials that address the concerns and challenges faced by your customers and prospects. These materials can include blog posts, ebooks, and webinars. Make sure to feature them in a dedicated resources section on your website.

Collaborate with your CEO or key technologist to write a viewpoint article expressing their perspective on a significant industry issue. Aim to get this article published in a key publication within your market.

  1. Expand your influencer list on social media.

Whenever you come across a tweet or post that piques your interest, create a Twitter list dedicated to those influencers.

Social media influencers

Photo by charlesdeluvio on Unsplash

Pay attention to the influencers your competitors follow and retweet, and engage with them as well.

Did you know you can subscribe to someone else’s lists? If any of the influencers maintain their own lists, subscribe to those lists for quick access to relevant content.

Utilize social media management tools such as Hootsuite to maintain a consistent social media presence. You can batch and schedule content for the upcoming week, periodically checking in to share fresh news.

Set aside 10-15 minutes daily to engage with a targeted Twitter feed, either through a list or using Twitter search. Like, comment, and retweet the news shared by influencers and analysts in your industry.

  1. Identify key conferences and trade shows in your emerging technology field.

Compile a list of relevant shows, including dates, locations, and organizers. (Check out this Google Sheets template here.)

Take note of the Twitter accounts and conference hashtags that you can use in future social media posts.

  1. Do you have a compelling story that deserves a speaking opportunity at a conference?

Create a list of potential speaking topics.

Submit a speaking proposal well in advance for a key conference, as the submission and acceptance process can take up to 9 months.

Be aware that some conferences follow a “pay to play” model, meaning they offer speaking slots to companies that have purchased exhibit space or charge a fee for speaking opportunities. Incorporate this information into your overall list of shows.

  1. Compile a list of prominent podcasts in your technology space.


Do you have an interesting, compelling, or unique story that would make you a valuable guest on a podcast? Create a list of potential speaking topics.

Find out how to become a guest speaker on those podcasts.

Follow the podcasts, hosts, and their guests on Twitter.

Stay tuned for more PR Starter Kit blog posts.