Kelso Consulting's blog for tech firms

Building a business-winning reputation for your tech business

By Tim Prizeman, Director - Kelso Consulting (Public Relations agency)

Our recent "Building a business-winning reputation" webinar looked at how scale-up tech & SaaS businesses can build a strong business-winning reputation, and how to get the communications strategy right to achieve this.

This webinar is now available as a complimentary video and podcast. Just click here to listen to it now or download it for later.The importance for tech scale-ups of an effective communications strategy

A business without a communications strategy is like an orchestra without a conductor - lots of activity, but instead of harmonious and reinforcing, the sound is puzzling and unimpressive.

As Sun Tzu, the well known and oft-quoted great Chinese military strategist, said: "Tactics without strategy is the noise before defeat"
Tactics without strategy is the noise before defeat

Let’s be honest, many communication strategies fall flat. Here are some of the common problems we see:

  • Over-activity:  New month, new priority.  The end result: Everyone is confused, including your own team
  • Me-too messaging:  messaging is key, but here all the communication has descended into a variation of “we are wonderful”. But guess what, you are only convincing yourself
  • Lots of channels to feed, but no meat:  email, PR, LinkedIn, blogs and Twitter all need lots of content and ideas to work well... but everyone is scratching their head about what new to say or, just as bad, fill the gap with bland self-promotional but ultimately me-too announcements.
  • Feature-focus. Would you market Coca-Cola as a "sugary cola-flavoured carbonated beverage"? Many B2B and SaaS firms do the equivalent... does yours?
  • We’re so busy we'll sort the strategy another time. In fact if your team is too busy to worry about a communications strategy... then you need a strategy most of all! All that activity and cost, but how much of is helping your business actually grow?

Do any of these problems occur at your business?  If so, you should definitely listen!

This practical webinar ensures your marketing, content, PR, social media, sales and thought leadership activity starts in the most powerful position possible: with a clear strategy that ensures all your communications and marketing activity is consistently building and reinforcing a distinctive reputation for your business.


This webinar is particularly aimed at scale-up FinTech and B2B tech businesses.  Click here to get your copy of Building a business-winning reputation in 2019.



Topics: Growth, Communications, Strategy, Reputation, Brand, Scale-up

Tim Prizeman, Director - Kelso Consulting (Public Relations agency)

Written by Tim Prizeman, Director - Kelso Consulting (Public Relations agency)

Director of Public Relations agency Kelso Consulting. We specialise in working with B2B tech companies, management consultants, financial and professional firms to help them build business-winning reputations. We do this through award-winning PR skills and a proven approach to creating high-impact thought leadership campaigns. I am the author of The Thought Leadership Manual: