Well, yes, the election has come and gone. While it may be difficult to find common ground in American politics, we can all agree we are grateful the texts and emails have ended. The news cycle will soon begin its transition as the business media cover the busy intersection of advancing technology, the economy, and new policies. With many economic experts predicting a surge in exits and investing in the coming years, marketers are gearing up for a fast-paced 2025.

As 2024 rolls toward its final month, marketers are taking longer to budget and draw out plans for the coming year. With December less than two weeks away, a critical window is opening up.

PR is a key strategy for quickly differentiating and gaining ground. With more investment dollars, more technologies to adopt to advance efficiency, and a more enthusiastic business climate, marketers have many opportunities to seize. However, this also means a crowded field of innovation and competition.

As we collectively recalibrate, I am making recommendations that reflect a more amped-up business environment. I am focusing my recommendations on how marketers can leverage a systematic PR campaign to rapidly differentiate and capture meaningful brand awareness.

How can tech marketers put PR to work to drive their objectives forward immediately? Let’s make these three things top priorities rolling into December:

  1. Go for PR Lay-ups: From ultra B2B tech platforms to farther-reaching platforms, Tier 1 technology, business technology, and vertical media are trying to look into the crystal ball for entire market segments. Take advantage of end-of-year and new-year coverage opportunities by commencing a PR campaign that focuses on key impending trends that – among other things – really highlight the differentiation and value proposition of your technology. If marketers start in December, these stories are relatively easy to secure for new entrants into the media.
  2. Link Content Concepts to PR Thought Leadership: Maybe you’ve already determined what content and concepts appeal most to your target persona. In that case, let the PR campaign reposition and amplify your valuable thought leadership captured in marketing content. Alternatively, you might want to start targeting a new set of decision-makers or vertical markets with your efforts. PR results will create a great deal of valuable content that can be repurposed for content campaigns. For efficiency, consistency, and elevation of key messages, work with the PR team to link all of the marketing, PR, and social content to maximize outcomes.
  3. Get Cornerstone News Out in January: The first month of the year is pure gold in terms of PR results. Get a set of press releases lined up – one for January and one for early February. Normally, anthonyBarnum doesn’t recommend aggressive or repeated news announcements. But given the coalescence of factors in ’25, start your engines earlier and more intently on the news front for some early momentum. Think there’s downtime? Use the quieter parts of December to draft those releases before the end of the year. Line up your releases and be the first to burst on the scene in 2025.

Our marketing colleagues agree – it’s time to get off the sidelines and go hard. Business plans can get complicated, and messages to target audiences can be nuanced. However, a set of strong PR tactics, with a PR team experienced in B2B tech, can generate results within weeks, helping tech marketers drive organic traffic, pipeline, and recognition.