Carrie Wieteska, Senior Account Manager
As one of Scotland’s only technology PR agencies, we have seen first-hand the momentum building around Scotland’s tech ecosystem. Programmes like Techscaler and CodeBase have fostered a strong community of founders and scaling businesses, supporting a steady rise in new ventures across the country. Today Scotland is home to more than 10,000 tech companies.
That growth isn’t slowing anytime soon. Last year saw a record number of Scottish tech companies incorporated; universities, research labs and accelerators across Scotland are breeding grounds for innovation across a wide range of sub sectors, including climate tech, deep tech, healthtech, fintech and more.
This is hugely positive for Scotland’s economy and reputation as a tech hub. But it also brings a communications challenge: more tech companies than ever are competing for media attention. Whether targeting Scottish, UK or global publications, the number of opportunities for coverage isn’t growing at the same pace.
A challenging media landscape
As increasing numbers of companies launch and scale up, tech and business journalists are inundated with announcements about funding rounds, product launches, partnerships, expansion plans and more.
But there are limits to what journalists can cover. Most newsrooms are smaller than they were a few years ago and some outlets have shut down entirely or shifted from daily to weekly or monthly publications. Reporters have less time to sift through a crowded inbox and identify news worth covering – especially if they need to unpick overly wordy announcements to find the actual story.
Compounding this issue is the increased amount of AI-created content. While AI can be a useful tool, it is also contributing to the growing number of pitches journalists receive – with some saying they are bombarded with content. What’s more, using AI leads to generic content or poorly targeted outreach, making it even more difficult for journalists to identify relevant, high-quality material.
That means securing media coverage is getting harder, even if your company is doing interesting work. Every one of your announcements is competing with dozens of others on the same day.
Why many announcements don’t get coverage
One of the biggest misconceptions we hear from tech companies is that announcements automatically guarantee coverage. But that’s rarely true. Journalists aren’t looking to share company announcements – they want to tell stories about what problem the company is solving and why it matters for their audiences.
Many announcements focus too heavily on product features or technical specifications, instead of benefits and impact. Product details matter to engineers and investors (so may be right for more niche titles), but don’t necessarily translate into a compelling story for a wider audience.
Without the broader context – the why – even the most innovative tech companies will struggle to secure coverage.
How can UK tech firms secure media coverage?
In a crowded media landscape, tech companies need to think about communications earlier and more strategically. They need to be clear about the wider narrative surrounding the business and the outcomes their solution will deliver to their audiences.
For tech companies, following these principles can make a real difference to your communications strategy:
- Lead with the problem, not the product. Technology is exciting, but journalists and their readers are more interested in why your product exists in the first place and the difference it makes.
- Talk about more than yourself. Journalists aren’t just looking for product experts – they need voices on industry trends and policy. The broader your perspective, the more opportunities you’ll have to contribute.
- Think long-term. Media coverage rarely comes from a single announcement. It’s built through consistent storytelling and strong relationships with journalists, so you become their first call. As one of Scotland’s leading tech PR firms, we have built a network of media contacts to call upon when a story lands – and vice versa!
- Add something new.Whether it’s original data or research, or a fresh take on a related industry trend, linking your expertise to something timely makes it more valuable for journalists. Ask yourself: what’s the hook that will make them publish straight away?
Communications is a competitive advantage
The growth of Scottish tech companies is worth celebrating – but that growth creates competition for media attention. The companies that cut through are the ones who take the time to clearly explain why their work matters.
As Scotland’s tech ecosystem continues to expand, strategic communications will be key to getting your story heard.
If you’re looking for help shaping your story and positioning your company within Scotland’s growing tech sector (and beyond), get in touch with our expert tech team today.