Initiated by TDUB: New international agency network for specialised technology PR
Running successful international media relations is now easier for tech companies: in summer 2022, within the international agency network IPRN, more than a dozen agencies specialising in technology PR connected to form a “Tech Group”. The agencies offer companies from various technology sectors optimal conditions for opening up new markets across borders – with a consistently high international standard of media relations quality. The group is chaired by the Hamburg PR agency TDUB Kommunikationsberatung. The new “Tech Group” within IPRN was officially presented at the network’s Annual General Meeting from 23 to 27 September 2022 in Cartagena, Colombia.
Optimal PR support on the way abroad
In Germany, the agency TDUB contributes its specialist expertise to the new network. It knows the customs of tech journalism in the country and has in-depth industry knowledge, proven practices and the right network needed to make topics such as digitalisation, consumer electronics, software and hardware, or complex B2B technologies part of the daily conversation in Germany. However, since the media landscape and PR tools differ greatly across countries and world regions, companies that want to expand abroad rely on regional advice. The agencies brought together in the “Tech Group” all have the right PR skills and knowledge in placing topics from the high-tech world.
Karsten Hoppe, Managing Director of TDUB, explains: “With the Tech Group, companies can access an established network directly across national borders. We connect them with experienced agency partners in the markets to be developed. The same applies the other way round for companies that want to gain a foothold with us in Germany from abroad – they are now recommended TDUB by the partner agencies from the Tech Group.” Two of TDUB’s Managing Directors, Tilo Timmermann and Karsten Hoppe, were instrumental in initiating the founding of the “Tech Group” and were elected as the chairmen of the new tech network within the IPRN.
Four continents already covered
At the moment, the IPRN’s Tech Group comprises more than a dozen agencies from four continents. The Tech Group is currently developing North America via agencies in the USA, South America via an agency in Chile, Europe via agencies in Spain, Belgium and Germany, and Asia via agencies in India and Japan. For countries where there is not yet a tech PR partner within the IPRN, suitable agencies outside the network are currently being identified, reviewed and, where appropriate, approached. They will then be able to join the network – allowing the network to grow quickly.
Strategic advantages for international PR
Rodrigo Viana de Freitas, the newly elected President of the IPRN, explains the strategy behind the “Global Market Sector Leaders Groups”, which are also being established for other industries such as real estate, tourism, healthcare or food & beverage: “For internationally active companies, there is no better way to achieve successful technology PR than with the IPRN’s ‘Tech Group’. Large corporate agencies often do not have the same sector expertise in different countries – and they are expensive and often geared only towards very large corporations. Smaller tech companies are undoubtedly better served by well-connected, owner-managed, dynamic agencies with a regional focus. With the Tech Group, the IPRN now ensures that companies worldwide find agency partners who are perfectly networked and can offer PR services at a globally consistent quality level.”
An initial report on the new Tech Group appeared in the PR-Journal.
