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Brand invigoration strategies post Covid-19 – how is the tech sector responding?

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Clare Wall, Director at Cheshire-based Firework PR, writes for Prolific North about reinvigoration strategies for the tech sector in a post-coronavirus world.

We recently handled a high profile announcement for our tech client, Advanced, who has appointed Chuka Umunna to its board as a non-executive director.

The Former Shadow Secretary of State for Business, Innovation and Skills will support one of the UK’s largest software and services providers to bring to fruition its new accelerated growth phase.

With his unique position as a senior governmental minister, Advanced is hoping this strategic appointment will help the firm formulate a strong growth and recovery strategy as we all begin to emerge from the coronavirus pandemic.

For Advanced, this means mobilising its post COVID-19 plans to become a £600million-revenue business within the next five years.

As a team of senior tech and B2B PR specialists, this announcement got us thinking more broadly about what other technology companies are doing to reinvigorate their reputation, brand and company strategies as they too, enter into the business recovery phase of coronavirus.

We asked ourselves, is Chuka’s appointment a signal that businesses are looking to get these types of minds on their boards as they navigate their journey out of the pandemic?

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Clare Wall, Director at Firework PR


Working with a range of leading technology firms across healthcare, fintech and the built environment sectors, as well as brands across financial services, we are seeing first-hand the importance of being agile and capitalising on the assets you have internally – namely, your people.

For Advanced, that meant appointing a highly strategic governmental minister to the board, but for other tech firms, that might be looking closer to home at your existing talent.

Do you have the best brains and are they aligned to steering the business forward through the recovery phase?

Throughout the COVID-19 crisis, employees have been catapulted to the forefront of communication priorities for businesses. Even more so than customers. Now is the time to harness that goodwill and sentiment and utilise their thoughts, their talents, and their insights to drive a new ‘norm’ for your business.

To achieve long-term, reputational success, we would argue that tech firms need to think outside of the box, think creatively and think boldly. And these past three months have really highlighted that sometimes, the best ideas come from a staff Zoom call than a virtual boardroom.

We are a team of senior B2B PR and tech PR specialists working with national and international clients across the globe. Whether you are looking for PR advice related to your response to coronavirus, or are thinking beyond the present and want to start planning for the post-recovery period, please get in touch for a no obligation chat.

Drop us an email – hello@fireworkpr.co.uk or call Clare Wall on 07974 161127. For our latest updates, follow us on Twitter @fireworkpr

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