[Column] Ronelle Bester: Why tech PR is about becoming the news, not chasing it

In the B2B technology sector, traditional public relations methods no longer deliver impact. Success is no longer measured by the number of mentions in the media, but by the level of brand authority that makes journalists and customers seek you out. The shift is from pushing your brand into the news to becoming the story itself.

From noise to authority

Brand authority is what drives credibility. It is what convinces a journalist to call you for comment and what persuades a customer to listen without hesitation. This authority is not created by routine product announcements but by consistent and informed thought leadership.

Effective thought leadership demands more than generic commentary. It requires distinct perspectives supported by expertise and data – whether that means analysing cybersecurity risks in a South African context or providing practical advice on digital transformation. By doing so, brands become trusted sources rather than interchangeable vendors.

Content creation as the foundation

Thought leadership only takes shape when expressed through content. High-impact content creation translates strategic vision into tangible outcomes. This goes beyond filling a company blog with SEO material. Each piece must have a purpose within the overall PR strategy, whether it is:

Educational articles that simplify complex issues for decision-makers.

Data-led reports that surface industry trends and inspire media coverage.

Opinion pieces that challenge assumptions and influence industry debate.

Content should not be a vehicle for self-promotion. Instead, it should reinforce brand authority by providing audiences with genuine value.

Measuring real media impact

An authority-first strategy changes how success is assessed. Volume of coverage gives way to depth of impact. This is measured by message pull-through, share of voice compared to competitors, inbound journalist requests, and digital performance metrics such as web traffic and backlinks.

When content, authority and strategy align, brands no longer chase the news cycle. Instead, they set the agenda – becoming the reference point for both media and customers.

Ronelle Bester, is the Account Director and Founder at Red Ribbon Communications

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