In addition to tough calls for accountability from the media, analysts and investors, tech companies are also facing increasing scrutiny from venture capital firms as they seek funding. A strong pr campaign is most effective in attracting customers and partners which can go a long way with VCs. Showing the value proposition to customers and the ability to build a profitable company is what VCs want to see.
As the tech sector rebuilds from the dot-com downturn, technology IPOs and M&A activity are slowly increasing. An effective pr campaign can communicate a strong management team that can clearly point to past successes and a strong future in a growing technology market. PR also helps company executives prepare for investor meetings by making sure they focus on key and consistent messages.
With the general consensus that there are fewer really good tech deals out there these days, the task of PR is to get the message out that a tech company has genuine market validity.