Selling technology into the public sector has a unique set of challenges. As a result, public sector tech companies need to have communication strategies that balance transparency, public accountability, and effective stakeholder engagement. The right strategy can help you reach a targeted public sector audience while ticking the right boxes for the sector’s strict tender regulations.

1. Engaging with media

Understanding the nuances between the public sector and tech press is vital. Different publications and journalists cover separate beats and will be interested in alternative sides of your story. A public sector publication may be more interested in a customer case study or thought leadership on an industry topic, whereas a tech outlet may be more inclined to cover a company acquisition press release or commission a feature on its innovative tech.

Tailor your outreach, read and research the publication you’re targeting and focus on building long term relationships with journalists by sharing content they will be interested in, rather than swamping them with irrelevant stories.

2. Crisis communications

Operating in the public sector requires sensitivity. If you or your customer experiences a crisis event, such as a data breach or outage, you will be expected to respond quickly. The wrong response can result in negative press attention.

Create a solid crisis communications plan to ensure you aren’t caught off guard. This can include planning for several different scenarios. Hopefully it won’t be needed, but it’s reassuring to you and your customers that it’s there.

3. Highlight public impact and success stories

Written case studies or video testimonials from happy customers are a proof point for successful implementation of your technology in public sector projects. The trick to creating a great public sector case study is to highlight positive statistics that demonstrate the effectiveness of your solution and focus on the benefits to citizens and the efficiencies gained as a result.

There are many uses for a case study, such as media pitching, website content and handouts for your sales team. They can also be further amplified through social media, where you can chop up the content to create snappy visuals including infographics and pull quotes.

4. Emphasise transparency and accountability

As a sector that’s known for playing it safe, the external messaging and communications you use need to be carefully crafted. It crucially needs to adhere to tender regulations, so hitting the wrong note can mean you lose out on a bid.

Create a strong mission statement that focuses on your vision for better public services and the end user benefits. This will likely be a potential customer’s top priority, and it will be the first thing they see when reading about your company.

Be transparent where possible, regularly share updates on projects and outcomes. Create and share  press releases, update your blog, and utilise your social media channels. If something goes wrong, don’t try to cover it up, and refer to your crisis communications plan if needed.

5. Build strong relationships with government and community stakeholders

The public sector has a thriving community, where industry stakeholders come together to share knowledge and discuss solutions to challenges facing their sector. Technology providers play a vital role here, lending their expertise to discussions on technology as a solution.

It’s worth mapping your stakeholders and thinking of creative ways to get in front of them, including webinars, roundtables, social media forums and membership groups. A tried and tested way to engage in conversations with the community is by positioning someone in your team as a thought leader (read more on why you should include thought leadership in your communications strategy here) or by hosting and attending events. Using these strategies, public sector tech companies can strengthen their public image, build relationships with key stakeholders, and become known for their contributions to improving public services through technology.

If you’re looking for support with your public sector PR or communications, contact: salesandmarketing@mantispr.co.uk