Tech PR in Greece: “We are moving from traditional media towards a digital approach”
Interview: Aimilia Mamopoulou, extrovert, Athens –
(Tech PR in Greece: “We are shifting from traditional media to a digitally driven approach” – download English version here)
In a globalised world in which technology industries and media landscapes are changing rapidly, it is crucial to understand the different approaches to PR. That is why we asked the tech PR agencies in our IPRN network to share their experiences of how public relations for the tech business works in their respective markets. This collection of perspectives provides an exciting overview of the different approaches and challenges PR professionals around the world face. In this “blog parade”, we take a look at what shapes the PR landscape in different countries, with a focus on effective media relations and companies’ strategic communication.
Read the other articles too:
- Tech PR in Germany: “Media relations can achieve exceptionally good results – if we see journalists as partners” (TDUB)
- Tech PR in France: “Despite digitisation in the PR industry, personal contacts remain of crucial importance” (Mascaret)
- Tech PR in the USA: “Often the best way: trade media, blogs and influencers – combined with thought leadership content” ((W)right On Communication)
- Tech PR in the UK: “Gaining media attention has become more difficult” (AMBITIOUS PR)
- Tech PR in Poland: “Mutual trust creates long-term relationships” (Public Dialog)
In the interview, Aimilia Mamopoulou from our partner agency extrovert explains that the technology market in Greece is shaped by digital growth and government initiatives, which is increasingly digitising the media landscape. In PR, the focus has shifted to digital storytelling, while agencies need to expand their expertise in niches such as AI and cyber security.
How are the technology market and the technology media business developing in your country?
The Greek technology market is experiencing robust growth, driven by digital transformation initiatives, government support and rising demand for technologies such as cloud computing, artificial intelligence, cyber security and modern telecommunications infrastructure. This development is reflected in an increasingly digitised media landscape: online platforms, specialised tech websites and blogs are gaining in importance, while traditional media are also reporting more on technological advances to meet growing public interest.
With an increased focus on AI, cyber security and fintech, the media are striving to keep their audience up to date on the latest trends and risks. The emerging start-up ecosystem and the growing number of technology events and conferences continue to contribute to this dynamic environment, even though developing digital skills and expanding the pool of technology talent remain challenges.
What has changed in tech PR over the last 5 years?
Tech PR in Greece has evolved over the past five years, particularly after the COVID-19 pandemic, from traditional media towards a digital approach. This includes a strong focus on creating engaging content for online platforms and social media, the use of influencer marketing, and an emphasis on storytelling to build a connection with audiences that goes beyond ordinary product promotion. Content creators are in the spotlight and are ushering in a new era of tech PR. Although they put in less effort and generally lack specialist expertise, they focus on various aspects such as trends and lifestyle and have managed to exert a lasting influence on traditional tech journalism. On the other hand, traditional tech journalists are forced to find other ways, either by broadening their focus to other topics or by building their online persona as tech experts (thought leadership through expert positioning and data-driven measures).
The increasing specialisation of PR agencies in niche areas such as AI, cyber security and fintech also reflects the growing complexity of the technology landscape. This development is further reinforced by Greece’s economic upturn and government initiatives to promote digital transformation, and requires PR professionals to have an in-depth understanding of both technologies (e.g. AI and cyber security) and the specific Greek market context.
Which PR approach do you prefer for engaging with tech media?
With more than a decade of experience in tech PR, we at Extrovert have built strong media relationships, especially with tech journalists. Our preferred approach is to distribute high-quality content by offering news and updates on products and companies, as well as exclusive testimonials and interviews.
The most important step in our work is knowing our audience, and in our case that means tech journalists. Tech media in Greece value simple, compelling content, whether it is the success story of a Greek start-up, data-driven insights, or access to industry experts.
One-to-one conversations, whether virtual or in person, remain invaluable for nurturing relationships and providing tailored content. Thought leadership in the form of white papers and reports works particularly well in the B2B space, while visual storytelling and easy-to-understand case studies are better received in the B2C space.
What changes do you expect, and how will technology companies need to respond?
As the tech landscape becomes increasingly complex, PR agencies are expanding their expertise and making greater use of specialised experts to support tech clients in a targeted way. As a result of this shift, expectations are growing, and the importance of storytelling and exclusivity will increase. PR professionals will need to deliver deeper, more insightful content tailored to the needs of individual journalists, ensuring relevance and timeliness. Technology companies will also need to adapt by becoming more transparent and accessible, offering data-driven insights and tangible examples of their innovations, and thereby leveraging media attention.
What role do you assign to AI in tech PR?
AI is transforming tech PR in Greece by making everyday processes such as media monitoring, data analysis and content creation easier. It enables PR teams to stay up to date, research and identify trends, analyse sentiment in the media and make pitches more efficient. Despite all the benefits that AI brings, public relations is an industry that needs human relationships and is built on them. Whether in technology or fashion PR, AI cannot replace people, but can only enhance their performance and commitment.
Expert:
Aimilia Mamopoulou has been working at extrovert since the beginning of 2021 and works there as an Account Manager.
Contact: Aimilia Mamopoulou on LinkedIn.
