Good news! The crowds at tech shows in EMEA are back, and the shows themselves have changed. The organisers know they need to work harder to attract crowds to venues, or even out of town, for their attendees and so they are upping their game.

The content is now more compelling – because it needs to be. Where once vendors ruled the roost and talked at users, today’s shows, like today’s media, rely on user-generated content. 

It is also more diverse. It is more likely you will see an all-female panel of real users discussing the issues they face, than watch a Jobs-inspired tech evangelist mansplain why his vision is better than his rivals. It’s refreshing and necessary to burst out of the crusty tech of old.

For PRs though the stakes are higher. The press and analysts often plan ‘flying visits’ and want access to senior executives only. Every media relations team needs to bring their A Game. 

Given the rise of hybrid working and the prevalence of computing in all lines of business, the audiences too have changed.  It is also fair to say that reduced IT budgets mean on-stand discussions are more precious than ever. No longer does the crowd look like overgrown students; now the crowd includes those who care more about business value than feeds and speeds.

What the revival of events mean for Tech PR teams

This year’s event season highlighted the importance of industry gatherings for PR professionals and the diversity of events is crucial to our learning. Attending the International Cyber Expo was a valuable experience, bringing together a diverse group of cybersecurity experts, innovators, and decision-makers.

Events like this can only help younger PR professionals better understand and communicate with their target audience. Interacting with cybersecurity professionals can give insights into their priorities and concerns.

The agenda was filled with informative sessions covering topics such as emerging cyber threats and best practices in risk management. These sessions provided valuable knowledge that we can apply directly to PR strategies, ensuring messaging aligns with the latest industry trends and audience needs.

Spreading the word across borders 

Outside the UK, international events offer unique opportunities for building bridges across borders, as exemplified by our experience at a recent client-organised conference in Berlin. This event provided an invaluable platform to connect deeply with our clients’ top brass and its international customers. 

The technical yet meaningful conversations and shared global industry insights helped build stronger relationships whilst offering invaluable learning opportunities. The diversity of local perspectives mixed with internationally-shared expertise at such events enriches professional horizons and enhances networking.

The Positive team often provides comprehensive support to our clients at their international events, ensuring every aspect of the media relations programme was tailored to their specific needs. 

Our focus was on facilitating smooth operations while maximising opportunities for them to connect with industry thought leaders. Additionally, we strategically positioned our client in front of the right journalists, which culminated in a dedicated feature in The Guardian.

Tackling Big Data

In September, Positive also attended Big Data London (BDL), a show we launched over half a decade ago. My, how it has grown.

The BDL discussions revolved around how organisations can guarantee the trustworthiness, timeliness, and relevance of their data, which is precisely where observability proves invaluable. 

Observability is a tech sector where we are seeing big client growth so attending the conference provided a unique opportunity to delve deeper into this evolving field. It was refreshing to see industry experts align on the idea that observability is not just an add-on but a necessity in today’s data-driven landscape. 

Talks by industry leaders like Ramon Chen and Mahesh Kumar from Acceldata and Pete Williams from Penguin Random House UK stressed the growing importance of data observability in ensuring data quality, operational efficiency, and cost savings. 

Events have re-emerged as powerful tools for PR agencies. They offer unparalleled opportunities for direct engagement, knowledge acquisition, and relationship building. By leveraging the unique aspects of modern events – from diverse panels to global perspectives – PR agencies can create significant value for their clients. 

As the event landscape continues to evolve, embracing these opportunities will be crucial for PR professionals seeking to stay ahead in an increasingly connected and dynamic business environment. Events are indeed back like they never went away, offering renewed vigour and potential for those ready to seize it.