Frequently Asked Questions

As one of the most trusted Tech PR agencies in North America, Bospar’s team receives many questions about what exactly we do and how exactly we do it. We’re compiling some of PRs most frequently asked questions that may help you decide whether or not hiring a public relations firm is right for your company.

  • What is Tech PR?

    PR or Public Relations is leveraging the power of the media to create a positive reputation for an individual or organization. PR is different from marketing. With marketing, you speak directly to your audience about your products or services, but PR uses the media to do it on your behalf.

    Tech PR is a focused area within the broader PR discipline that uses PR strategies to gain media coverage specifically for technology and digital businesses. If you are in tech, it is important that your PR Agency not only knows PR but also understands the most current technology trends and the needs of tech audiences. tech PR specialists use their unique understanding of the tech world, specific awards, digital platforms, innovations, tech investors, and top tech talent to secure coverage and benefit your organization.

    An experienced tech PR agency works with you to identify and create newsworthy stories and submits these stories to targeted publications to gain important coverage.

    The key is that the stories must be newsworthy within the tech world. Not everything warrants coverage and the best tech PR agencies know what stories will garner the attention of technology publications and media outlets. Partnering successful tech coverage with other targeted efforts such as carefully crafted social media posts, influencer outreach, and optimized website content provides the extra boost tech companies need to get the positive attention they seek.

  • What is Analyst Relations (AR)?

    Industry analyst firms independently research and track companies, industries, products and issues in their given fields. They provide third-party insight into market trends that might otherwise be difficult to discern without costly or time-consuming individual research.

    Analyst relations is strategically engaging with and managing relationships inside the analyst community with the goal of positively influencing the long-term perception of a corporation and its products. AR efforts help build awareness, credibility, and trust with analysts who are key influencers with both enterprise buyers and consumers alike.

    In many ways, researchers are gatekeepers to the market often evaluating emerging technologies and providing insights on how they fit within the existing marketplace. These researchers influence which products get coverage, how they’re reviewed, and which companies make analyst lists. This makes analyst relations an essential factor and potentially an organization’s most important channel for building a reputation as a serious player in their industry.

    For more information on AR read:

    Why Analyst Relations Matters

  • What is Investor Relations (IR)?

    Investor relations is the communication of data and insight between a company and its investment community. It provides the investment community with information on a  company’s business activities, strategies, and prospects. It also enhances the corporation’s reputation among investors by providing more insight into the organization’s performance and strategic goals. When executed well, IR enhances both investors’ ability to make decisions about their own investments as well as their trust in the company they are investing in.

    The investor relations field has evolved greatly over the past several decades, changing from a model of static press releases and investor newsletters to more dynamic forums for active investor involvement.   Investor relations activities can include investor conferences; investor roadshows; blogs; podcasts; social media use; webcasts; virtual investor meetings; online presentations and videos.

    For related information on IR read here:

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  • What is Healthtech PR?

    Healthtech Public Relations is the use of specialized PR strategies for health technology companies. Healthtech refers to technology companies that have solutions specifically designed to improve personal health or to improve healthcare systems or processes. Healthtech companies include medical devices such as biomedical chip implants, health tracking apps, health wearables, or health monitoring software.

    Healthtech is among the fastest-growing categories within the broader health sector and driving the awareness and coverage required to succeed in a crowded space can be difficult with marketing and branding strategies alone. Employing targeted public relations methods alongside marketing and branding strategies secures wider coverage and boosts positive recognition for Healthtech organizations.

    Healthtech PR is used to actively engage with hospital stakeholders, healthcare organizations, governments, research institutions, and consumers alike. Healthtech PR strategies include a variety of approaches such as creating stories of interest for Healthtech organizations that are then released to healthcare industry-focused media, orchestrating health product launches with key influencers in attendance, and arranging speaking opportunities for Healthtech executives to demonstrate expertise and boost brand confidence. These health tech PR strategies work together to increase the visibility of Healthtech companies and their products and services, encouraging their target customers to embrace new health technologies.

  • What is AI PR?

    AI PR is the strategic use of specific Public Relations strategies designed for AI companies to help them gain awareness and capitalize on the opportunities present in a highly competitive tech environment.

    With numerous artificial intelligence companies competing for a finite amount of market share, AI PR campaigns are increasingly important as the industry continues its rapid growth. PR professionals who understand artificial intelligence and its many applications provide their AI clients with a strategic approach that enables them to gain recognition and coverage when other less specialized PR professionals may not succeed due to the current competitiveness in the AI space.

  • What is a SPAC?

    A Special Purpose Acquisition Company or SPAC took shape in the 90s. Because SPAC is often a quicker and easier way to take a private company public than the better known initial public offering or IPO, it has gained momentum in the past few years.

    A group of investors or venture capitalists initially forms a SPAC. They complete the IPO process and are assigned a ticker symbol. Since the SPAC has no operating or financial history, the IPO process with the Security Exchange Commission (SEC) is simplified. Once through the IPO process, the SPAC is often referred to as a Shell Company.

    Within two years of completing the IPO process, the SPAC identifies and acquires or merges with a privately held company, thereby making it public. Often, the privately held company is already known by the sponsors when the SPAC forms, making the two-year timeframe easily achievable.

  • What is SPAC PR?

    Key PR opportunities emerge as soon as the SPAC identifies the acquisition target. Working with an experienced SPAC PR agency ensures these opportunities are worked to their full advantage. It is important that the selected PR agency is experienced in both SPAC PR and in the industry of the acquisition target.

    Announcing the deal is a critical media opportunity in the SPAC lifecycle and requires PR expertise to expertly craft the story and have it picked up by as many outlets as possible. Deal announcements have tremendous media appeal, and the resulting coverage provides the momentum needed for investors to secure the approvals to close the deal.

    Ongoing PR efforts are essential throughout the deal negotiation and finalization process. By putting the deal front and centre in the media, the energy to close quickly is easily maintained.

    Working with a PR agency experienced in SPAC PR to create an effective strategy to be executed throughout the SPAC process helps position the deal to existing and prospective shareholders. When the merits of the deal are clearly articulated and bolstered with consistent coverage secured by seasoned SPAC PR partners, the necessary approvals are easier to secure and SPACs are measurably more successful.

  • What is an IPO?

    An IPO, or Initial Public Offering, is a process used by private companies to raise capital and begin publicly trading their shares on the open market. Most IPOs involve selling a percentage of company shares to investors who are willing to purchase stock from the company at an agreed-upon time for an agreed-upon amount. IPOs are heavily regulated, specific rules and regulations must be followed in order for the IPO to remain valid and legal. Since the IPO process is complex, it usually requires the assistance of a broker or IPO advisor to guide the company through each step for both listing on an exchange, like the NYSE, and raising capital.  Tech companies often choose to go to IPO to raise the capital required to support the rapid growth needed to compete in the high-tech market. Achieving IPO status assists in establishing corporate credibility, making it easier for the company to raise capital and continue growing.

  • What is IPO PR?

    IPO PR refers to the public relations strategies used by a company at the time of an initial public offering (IPO). IPO PR is a specialized area of public relations that should be handled by a team with proper training and experience in this area. IPO regulations govern the IPO process and require specific disclosure standards to be followed by the company.

    IPO PR strategies aim to increase awareness and boost shareholder participation.  IPO PR best practices differ based on the company’s stage of development, size, structure, and sector. Depending on these factors, an IPO PR team will employ various methods such as creating positive and newsworthy stories to secure media coverage, arranging interviews and speaking opportunities for the company’s C-level team members, and engaging with influencers or celebrities to help tell the company’s story.  Regardless of the approach taken, IPO PR strategies are always highly integrated with other ongoing company efforts such as marketing and investor relations.

    When executed properly IPO PR engages a greater number of potential investors by increasing visibility and credibility before the IPO. This greater reach can have a significant positive impact on IPO outcomes.

  • What is Wellness PR?

    Wellness PR is a form of Public Relations specifically used to promote and drive awareness of wellness-focused companies and solutions. It refers to forms of promotion or publicity designed to create public awareness about a wellness brand or company and its products and/or services.

    Wellness companies include a broad range of offerings and can include health supplements, exercise and healthy-eating platforms, health food providers, healthy living websites, mental health wellness, wellness-focused clothing and e-commerce shops, and wellness service providers.

    The goals of Wellness PR include increasing brand visibility, generating leads, expanding the customer base, increasing market share, promoting customer loyalty and improving brand reputation. Wellness PR initiatives are often combined with other awareness-building activities including social media, SEO/SEM, and events.

  • What is Enterprise PR?

    Enterprise public relations (PR) is a specialized subset within the public relations field that focuses on PR for enterprise-level companies. Enterprise companies are classified as those with more than 500 employees and annual revenue over $100 million. The expertise, strategies, and complexity required for managing public relations initiatives for these large corporations differ from those needed for small to mid-sized businesses and start-ups because they are often comprised of many departments and products or services and are often segmented by industry.

    Due to the organizational complexities of enterprise-level business, an experienced PR team typically manages a multitude of public relations efforts for their clients including media relations, social media outreach and management, crisis communications, and content marketing to ensure cohesion in messaging and initiatives. In addition to creating compelling messages that can be disseminated through all major forms of traditional and online media outlets, these teams also use techniques such as event management to enhance the public visibility of their enterprise clients.

  • What is Real Estate Tech PR?

    Real Estate Tech public relations is the utilization of PR tools and strategies to promote and increase the success of Real Estate Tech companies.

    A Real Estate Tech company is a technology-based company that provides services and tools to improve productivity and profitability within the Real Estate industry. Examples include Real Estate CRMs, Virtual Reality (VR), Augmented Reality (AR), and Real Estate market intelligence tools.

    The Real Estate industry is quick to adopt new technologies and the growth of Real Estate Tech companies has kept pace, increasing competition in the space. Public relations strategies are used by these companies to help differentiate and pull ahead of competitors within Real Estate Tech. Improving brand perception, increasing awareness via media coverage, forging relationships with key opinion leaders in the industry, and strategic content creation across social channels are important public relations initiatives for Real Estate Tech companies and are often included in their public relations strategies.

  • What is FinTech PR?

    FinTech PR is a branch of public relations that aims to increase the visibility of FinTech companies and their products that span the banking, investment, and insurance industries.

    A FinTech company is short for “financial technology company”. These companies focus on creating technical solutions for the financial services industry. Fintech companies use technology to make the finance world more accessible and efficient. Some examples of FinTech companies include:

    • -peer to peer lending platforms
    • technology that helps people manage their money
    • robo advisors
    • mobile payment systems

    The PR strategies for these companies are unique and often address the security, reliability, and technical aspects of the product in order to build confidence and overcome the understandably high sensitivity of these topics in the financial sector. Public Relations within FinTech usually includes media relations, and very importantly, investor relations (IR) and analyst relation (AR) strategies.

  • What is MarTech PR?

    MarTech  (marketing technology) is an industry term used to describe companies that make software for marketing, advertising and/or sales. In essence, MarTech companies develop software that can be used by a variety of businesses to aid in their marketing and advertising efforts. Some of the technologies include:

    • programmatic ad buying
    • email marketing
    • digital publishing frameworks
    • content distribution networks

    MarTech public relations is the application of PR strategies for MarTech companies.  Due to the broad spectrum of solutions and competition in MarTech solutions, is important for these businesses to build awareness and relationships with potential customers early on in their development, while also building credibility with journalists and industry influencers.

  • What is Agriculture Tech (AgTech) PR?

    Agriculture tech PR is the application of specialized public relations strategies for agriculture tech companies. These PR techniques are used to build awareness and trust within the agriculture industry and with other audiences such as investors and analysts.

    Examples of agriculture tech include biosensors, nanotechnology, vertical farming technologies, agriculture drones, harvest robots, and crop monitoring apps. Adoption of new technologies and solutions within agriculture can be challenging because it is a well-established industry and often relies on traditional approaches. AgTech companies can benefit from public relations to help break down these known barriers to increase the use of new technologies and processes.

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