How Tech PR Works and How to Promote Startups in Kazakhstan

Specially for The Tech, journalist and author of the Telegram channel "Pardashyan" Alima Pardashova recorded an interview with Daniyar Kosnazarov — a Tech PR enthusiast, generational researcher, and media manager. In the article, Daniyar explains what Tech PR is, how it differs from traditional PR, and what nuances exist in this profession. 

— What is Tech PR?

  A Tech PR specialist primarily performs the same PR tasks: communications, conveying information to clients and stakeholders, and building relationships. However, it is more focused on the technological solutions produced by a particular company. There are many startups entering the market daily. All of them need to explain their value and build good relationships with clients, media, and investors. For example, a couple of months ago, we published an article by Askhat Omarov on vc.ru, in which he described his experience at the prestigious YCombinator accelerator in the US. Askhat became the first Kazakhstani to complete this accelerator. This is a significant news hook through which one can announce their product and intentions. Regularly generating news hooks so that media outlets write about you is an important part of a Tech PR specialist's job. Another example: Clockster by Yerzhan Ryskaliyev and Appboxo by Kaniet Raev attracted $1 million in external investment. This is not a standard, and therefore impressive, story for Kazakhstan. When TechCrunch and Entrepreneur wrote about the Appboxo startup, it had a wow effect in many other Asian resources from a media relations and outreach perspective. According to Kaniet, contacts and connections from the investor helped him get featured in Tech In Asia. That is, investors are also interested in having their activities covered by major media. It is also important that company information on Wikipedia is presented in your language and that the company's Twitter account is active. Part of a Tech PR specialist's job is SEO optimization. Users do not go beyond the first three pages of Google results, so a positive impression of the startup must be formed on the first pages. You need to act as the generator of the company's image. For a Tech PR specialist, it is also important to build the founder's personal brand.

— How does traditional PR differ from Tech PR?

  The tasks are actually similar, but Tech PR has its own audience: most often, these are investors and companies (B2B). Sometimes, from one funding round to the next, you want to attract investments and, consequently, target specific publications. In Tech PR, it is important to showcase the unique solution of a technological product. Tech PR often works with B2B, and businesses have their own interaction platforms. There is also B2C, where influencers and social networks are used. Everything depends on the product and the company. At the initial stage, no one knows you, so your task is to announce yourself to the world, show the problem, and present your solution.You start with local publications, then expand your reach to become known throughout Kazakhstan. Next, you build an export strategy: you target publications and form branding depending on consumer demand. Each stage has its own targeting strategy.If PR is not tied to business and marketing goals, the founder may cut the budget or ask you to leave the company. It is necessary to have a one-to-two-year business plan, create a long-term PR strategy, think through news hook generation, social media and media activity, as well as interaction with stakeholders.

— How in-demand is this profession in Kazakhstan?

  In the West and in Russia, this is a whole industry. In Russia, there is the Vinci agency, and in the West, there are many such agencies. In Central Asia, there are no specialized agencies, but there are PR specialists within companies. For example, at Lamoda, Beeline, and Kolesa Group. The market in Kazakhstan is small in itself, but it is not yet formed as a Tech PR sector. Since the 1990s, Kazakhtelecom, Beeline, and other telecom companies have been engaged in Tech PR, but only in a communicative capacity. That is, in Kazakhstan, there are companies that do this, but there is no community promoting it as a separate industry. Many companies are transitioning to digital, which is part of the Tech movement. Nevertheless, there are very few journalists in Kazakhstan with a technological background who want to write about IT. I want to mention Kristina Nikulina, who works at Kolesa Group. To a large extent, Tech PR is about increasing public literacy regarding technologies. She and her department talk about this systematically. Specialists who can explain problems in simple terms and promote their company are in high demand. By the way, 5G technologies are about to enter the market, and for quality PR of next-generation connectivity, it is necessary to raise awareness, as conspiracy theories and fakes about 5G towers, which cause concern among the public, can become a problem.

— What background is needed to become a Tech PR specialist?

  It is easier to enter the field from media and PR, gradually preparing yourself for Tech. To successfully pitch to publications, you need to offer trendy topics like blockchain and future skills — this generates good traffic. It is important to be a team player — everyone, from the founder to the developer, must correctly convey the social significance of the project. Communication skills are necessary, while technological skills are developed over time. PR specialists have more opportunities to advance within their own firm — in addition to technology, they talk about HR processes and specialists, which allows them to "vacuum up" good talent from the market.

— How much do specialists like you earn?

  I think salaries in telecoms are higher than market rates. If you are not heading the PR department, at the initial stage, we are talking about a salary within 500-600 thousand tenge. Earnings also depend on whether it is a startup and who its investor is. Most often, technology companies are willing to invest in marketing. If companies plan to enter Western markets, they will be interested in competent PR specialists who confidently speak English and are well-versed in the specifics of the market.

— What difficulties have you encountered in your work?

  You always have to carefully choose which journalist you will pitch your story to. If there is little money [for PR], you need to understand which journalist will be interested in your story and who is willing to write on a voluntary basis. Accordingly, you need to study the profiles of publications and journalists who cover your topic in advance. Some say immediately which topics interest them and how best to pitch to them. For a startup, it is important to articulate what user problem it solves. This forms the strategy and presentation of the pitch. Journalists at Forbes, INC, Tech In Asia, TechCrunch, or Entrepreneur receive a hundred to two hundred pitches daily, so the probability that a person will respond within a week is very low. If you write to an email, a person might respond after three months. This moment must also be taken into account, and the story should be written so that it remains relevant for another three months. Even if the journalist does not respond or does not accept your topic, you should try not to lose the connection so that you can pitch again and interest an editor at any time.

— What is the best part of your job?

  Constant learning. I did not have a Tech background: I am a humanities graduate with experience in media. Working at The Steppe, I realized that we have strong business journalism, but there are no names in Tech journalism. This need drives me toward Tech. You need to step out of your comfort zone, explore new spheres and technologies — this is the most obvious thing you can invest in now in terms of career. It is desirable to jump on this train as early as possible. Although... somewhere we are already late.