News
The evolution of tech PR: from comms to strategic trust-building
5th December 2024
Senior communications professionals in the UK tech sector are increasingly finding themselves at the forefront of building public trust and driving innovation acceptance, according to new research from Citypress and VMA Group.
The UK Tech Communications Monitor, which surveyed more than 60 senior communications professionals during October 2024, reveals that 93% of respondents view their role as significant in building public trust in the tech industry, despite its often-challenging portrayal by regulators and media.
The research highlights a profession in transition, with 75% of respondents reporting their day-to-day roles have evolved to address broader industry challenges in recent years.
Communications leaders are now acting as strategic architects of public understanding, responsible for bridging the gap between technological potential and societal acceptance.
Key findings from the research also include:
- Half of the businesses surveyed (49%) now have communications represented at board level, demonstrating their growing strategic importance
- Despite a challenging business environment, 61% of respondents saw their budgets either increase or remain stable over the last 12 months
- Physical experiences and collaborative approaches proved most effective in building confidence in new technology, with company-led events and partnerships with competitors and government cited as key strategies
- 70% of respondents identified the UK’s lack of a long-term tech industry strategy as a major barrier to addressing the sector’s skills gap
Looking ahead, communications leaders identified multiple challenges for the coming years, including countering negative perceptions of AI, building stakeholder trust, and effectively demonstrating the impact of communications work while operating with constrained resources.
Dave Shepherd-Bertram, tech sector lead at Citypress, said: “This research showcases the evolving mandate of tech sector communications professionals.
“They’re no longer just communicators but strategic partners in building confidence in innovation and addressing critical industry challenges.”
The full report, examining the evolving role of senior communications professionals working in UK tech, is available to download – 2024 Tech Communications Monitor Report
