Enterprise software and hardware vendors are facing a unique challenge in the fast-paced and highly competitive Asia Pacific (APAC) region. These days, the media is heavily focusing on technologies like artificial intelligence (AI), and even governments are following suit.
However, we should not overlook fundamental technological areas like networking, telecommunications, ERP (enterprise resource planning), cloud, SaaS, databases, and enterprise applications. These applications drive the digital economy, and they are the backbone of many businesses and governments. For these businesses, public relations (PR) is an ideal and sustainable tool for communication, branding, and revenue creation in the diverse and complicated Asia Pacific region.
The complex Asia Pacific market
The APAC market isn’t one big thing. It’s a giant mix of languages, cultures, and ways of doing business. Western markets often introduce a one-size-fits-all strategy that is likely to fail. Traditional advertising and even digital advertising through “big tech” vendors can be costly and may not work with local audiences who value honesty and trust. With advertising, it is easy for people already inundated with information to skip the advertisements. This is especially true for B2B technologies, where people don’t buy things on a whim; they do their research and seek expert opinions first.
In APAC, business customers want more than just a product; they want a partner they can trust. They need to know that a vendor knows about the problems they face in their area and can offer solutions that are both technologically advanced and culturally appropriate. This is where PR really shines.
The Unmatched Strength of PR for Business Tech
PR isn’t about making sales; it’s about building trust, credibility, and a good name. This is the most valuable currency for businesses that sell tech. Here are some reasons why PR should be their main way to talk to and market to people:
Validation and credibility from a third party
A worthy article in a well-known business or tech magazine is worth a lot more than a paid ad. When an editor or journalist checks out your technology on their own, it gives you a real endorsement that builds trust. Such an arrangement is especially important in Asia, where trust and personal connections are often the basis for business relationships. PR can turn your company’s story from a sales pitch into a newsworthy and believable story.
Leadership and Authority in Ideas
PR can help your executives and subject matter experts become thought leaders. You make your brand an authoritative voice by sharing your thoughts on industry trends, best practices, and the future of technology through interviews, contributed articles, and speaking engagements. This not only brings in new customers who want expert help, but it also strengthens your relationship with current customers, who feel positive about their choice of partner.
Messages that are real and specific to the area
A competent PR partner with a lot of experience in APAC knows how to work with the cultural differences in each market. A trustworthy PR partner can help with creating textual content that can communicate effectively with the local and regional audiences, and such content can be news releases, case studies (or success stories), and commentaries (or bylines). Such a partner is also able to connect your C-suite leaders and local teams with the media through interviews, whether on broadcast (TV and radio), online (text, audio, and video), or even in print. The nuanced and targeted approaches to the APAC media are not a “one size fits all” strategy, and only a good PR partner can help you get there.
Crisis Management and Building Your Reputation
In the fast-paced world of technology, a crisis can happen at any time, whether it’s a security breach, a service outage, or a public mistake. A successful PR program is like a “red team” that helps your business get ready to deal with problems in an open and caring way. Handling a crisis well can enhance a brand’s reputation by demonstrating its strength and responsibility. This ability to act quickly and proactively is a long-term investment that protects your brand’s reputation, which is your most valuable asset.
The Key to Success with a Strategic Partner
To run a successful PR program in APAC, a business tech company needs a partner who has a proven track record, a lot of knowledge about the region, and a full understanding of the high-tech B2B market. In this context, a company like McGallen & Bolden in Singapore becomes particularly valuable.
McGallen & Bolden is more than a PR agency. They have more than 30 years of experience in high-tech PR and marketing in the Asia-Pacific region. They are a strategic partner who knows how difficult it is to do business in the area and finds ways to smooth the way. Their longevity and success show that they can adapt to a media and technology landscape that is constantly changing. They possess the cultural sensitivity and practical knowledge necessary to effectively convey your message in Asia.
Enterprise technology vendors can leverage the power of PR by:
Deep media and influencer network
Get in touch with a well-established network of journalists, media contacts, and influencers in the Asia Pacific region who trust the company’s professionalism and the quality of its clients.
Gain an Edge against your competition
Competitors may be focused on traditional advertising, but your company can get a big edge by building a strong brand reputation through consistent, credible, and real PR by getting authoritative and influential media to mention you.
Get Qualified Leads
A well-planned and sustained PR program that works with your digital marketing and content strategy can help you get leads by bringing more people to your website, getting more inquiries, and supporting your sales funnel. Our clients’ salespeople often find it much easier to gain a foothold into new markets, persuade new prospects, and retain existing customers when there is comprehensive and credible media coverage.
Even though enterprise tech has been unfairly displaced by “flavor of the month” technologies such as AI, EVs (electric vehicles), and robotics, they deserve media mention. With the right communications partner, such as McGallen & Bolden, your enterprise tech business will find new wings with us as your co-pilot.
PS: Here’s an AI-created podcast on PR in the Asia Pacific.
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Dr Seamus Phan – Global C-suite Publicist & Strategist (Biochemist, Cybersecurity & Webdev pioneer, Author, Journalist) with 37 years of professional field experience.
