What Media And Analysts Want From Tech Companies In The ‘New Normal’

Platform Communications, a media and technology marketing consultancy, today revealed what leading technology media and analysts think of communications during the COVID-19 pandemic and what they want moving forward. The “New World of Tech Communications” report is designed to help marketing and communications leaders at global technology companies plan their next steps.

The virtual events created by companies to fill the gap left by the cancellation of major events including Mobile World Congress, NAB Show, SXSW and E3 have been well-received but the report shows there is significant room for improvement. Almost three-quarters of media and analysts (71%) agreed that virtual events have tended to be more useful than (pre-COVID-19) physical events. However, three-fifths of media and analysts (59%) reported that it can be hard to ask questions and half (49%) said it can be difficult to get the input they need.

COVID-19 related industry commentary was the top type of content received by a significant majority (79%) of leading technology media and analysts. However, less than a quarter (24%) said they want more commentary around the pandemic. This reflects a feeling that not all content is genuinely useful. In fact, when asked what content they wanted more of, respondents picked case studies, industry research and product launches. This shows an unmet demand for insight into how technology companies are moving forward.

“The events and conferences that are the drumbeat of the global technology industry have disappeared. Carefully laid plans for every aspect of communications have had to be rapidly re-assessed. In this new world, there’s huge opportunity for technology companies to continue to adapt their communications to match what leading influencers actually want,” said Gay Bell, chief executive of Platform Communications.

In a time of unprecedented crisis, it is vital to prioritize communications and ensure an appropriate tone. However, it’s clear that many technology companies have cut communications. Three-fifths (59%) of media and analysts have received less news than the same time last year. And worryingly, almost half of the survey’s respondents (48%) said that the quality of news has decreased.

The report identifies a series of opportunities and imperatives for communicators in the coming months. Over nine in 10 (94%) of media & analysts identified 1-to-1 briefings as the most useful input, reflecting a clear need for focused, tailored information. There is also substantial appetite for companies to adopt more integrated digital strategies when trade shows and conferences resume, with around three-quarters (72%) of respondents saying they would cover more from events if content was available online.

“Just last week, IBC joined the list of major events to be cancelled or postponed. Successful communicators will be continuing to plan for a very different landscape for the rest of 2020. We’re pleased to offer our recommended communications imperatives in the report. For example, without events, it’s especially important to activate influencers inside and outside your organization to ensure you are in front of the right customers. Meanwhile, virtual events have to be about far more than putting a presentation online. They need to attract the correct audience and create opportunities to engage,” said David Lawrence, Platform Communications managing director.

The New World of Tech Communications report is available for download at: https://www.platformcomms.com/the-new-world-of-tech-communications/