In recent years, technology vendors have faced economic uncertainty, declining investment, and increasing pressure to do more with less. Many have responded with aggressive cost-cutting measures, including marketing and public relations budget reductions. While these strategies may have provided short-term financial relief, many tech companies now realise they have cut as far back as possible, and their revenue has taken a hit.
One of the most significant yet often overlooked consequences of cutting marketing and PR spending is the loss of visibility. When companies stop telling their stories, they fall off the radar of prospective customers, investors and industry analysts. Without consistent engagement, even the most innovative solutions can be forgotten in favour of competitors who maintain a strong media presence and continue investing in customer engagement.
The high cost of going silent
PR is not just a “nice-to-have” element of a tech company’s operations but an essential driver of growth and credibility. When this is neglected, companies face several risks:
- Declining brand awareness
In the tech industry, out of sight is out of mind. Customers are inundated with options, and the companies that stay top of mind actively engage with the market through thought leadership, case studies, media coverage, and consistent messaging. When PR efforts are scaled back, brand awareness declines and competitors with a more robust presence quickly take over mindshare. - Reduced pipeline and sales opportunities
A strong PR strategy fuels the sales pipeline by generating awareness, driving inbound interest, and positioning the brand as an industry leader. Without PR campaigns, media exposure, and customer endorsements, sales teams will have fewer leads, and converting prospects becomes significantly more challenging. - Loss of trust and credibility
In a fast-moving industry like tech, trust is everything. PR efforts include securing media coverage, winning industry awards, amplifying customer success stories, and building credibility. When these activities stop, potential customers may question the company’s stability or assume that competitors offer superior solutions. - Diminished talent attraction and retention
A strong company profile attracts top talent, but recruitment efforts also suffer when marketing and PR efforts slow down. Potential employees want to work for companies seen as leaders in their field, and if a company stops sharing its successes and vision, it may struggle to attract the best candidates. - Difficulty in securing investment or partnerships
Investors and strategic partners seek companies with strong market traction, visibility, and a compelling narrative. If a tech company has little to no media presence, lacks customer case studies, or has an inconsistent brand voice, it may be harder to secure funding or forge valuable industry alliances.
The case for investing in PR, even in tough times
While cost-cutting is sometimes necessary, eliminating PR is often a false economy. Companies that continue to invest in strategic communication during downturns usually emerge more potent than those that go silent. Here’s why:
- Maintaining industry relevance: Even if a company is not launching new products, ongoing storytelling through thought leadership, customer success stories, and media engagement keeps it relevant in industry conversations.
- Compounding brand equity: Marketing and PR efforts build upon each other over time. Cutting back for a year or more can set a company back significantly, making it harder to regain lost momentum when budgets return.
- Maximising customer advocacy: Tech buyers trust peer recommendations. Showcasing customer success stories and endorsements through PR can be a powerful differentiator in competitive markets.
- Creating market confidence: Investors, partners, and customers want to engage with businesses that appear active, stable, and forward-thinking. Consistent PR reinforces that perception.
Finding the right balance
Tech vendors needn’t necessarily return to pre-cutback spending levels to see results; they must be strategic. A well-planned PR and marketing approach focused on high-impact activities like media outreach, thought leadership, customer case studies, and digital content will drive visibility and engagement without high costs.
Rather than viewing PR and marketing as discretionary spending, tech vendors should see it as an investment in long-term growth and stability. Even during lean times, the companies that continue telling their stories will remain top-of-mind when buyers, investors, and partners are ready to engage.
The bottom line? If a technology company stops marketing itself, the market will eventually stop considering it. The cost of staying visible is far lower than rebuilding relevance from scratch.