Educating in Latam: How effective communication connects tech companies with their target audience

Learn about how best practices can help Latin American technology companies effectively promote their B2B solutions, ranging from training spokespersons to harnessing social networks such as LinkedIn, all under the watchful eye of public relations experts.

Technology companies, especially those focused on the B2B segment, that sell software, artificial intelligence and cloud solutions find it harder to engage with their audiences than those selling products aimed at end users.

It takes considerable skill to explain difficult concepts without resorting to technical jargon, which can often confuse audiences more than enlighten them.

Working with a specialized team of public relations professionals that can provide support and advice along the way is essential to any company embarking on this journey.

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MarketCross has been advising, designing and executing customized communication strategies for clients in the technology industry for more than 28 years.

Based on our extensive experience, the following are a few of the most important aspects to take into account when choosing a global PR agency to handle your strategic communications and corporate reputation:

The importance of the kick off

When starting any new project, the kick-off meeting is a key opportunity to clarify expectations, set priorities, explain the focus of products and solutions, as well as highlight any issues that require special attention. This is also the moment to outline the client’s ongoing and upcoming projects and the PR agency’s work methodology.

We recommend that everything discussed in that first meeting be uploaded to a shared document, generally Google Drive, so that both the client and the PR agency have visibility at all times of the status and progress of the communications strategy as well as the list of target media, activity planning, clippings and other information.


During this first meeting and all subsequent encounters, it is extremely important for a PR agency to take an active interest in getting to know the company and that all useful information is shared with the client.

Holding recurring calls with the client are valuable ways of sharing insights and learning more about the company, all of which helps to add value to the communication strategy and generate better content.

Relationships get better over time

The next step is to educate the target audience about a company’s products and solutions. This goes a long way toward meeting the objectives of the communications strategy.

We start by putting together a clear and attractive pitch to present the brand to the media.

If targeting a journalist from a mainstream publication, we make sure to craft a message that will appeal to that media profile using a pitch that connects our client to current affairs and presents them as a valuable source of information. A differentiating factor for any global communications agency is having teams based in different countries that have expertise and an understanding of that specific audience, its language, local idoms and idiosyncrasies and can leverage that knowledge to approach them in an assertive manner.

Building a strong rapport between a brand and journalists and content creators is the best way to educate an audience about your company. This helps put your company and its spokespersons on the radar of publications that can help deliver your key messages and reach a wider audience.


As a PR agency, we nurture relationships with journalists and content creators, connect our clients with the latest market news, and keep abreast of the latest trends in the changing media landscape.

Educating the spokesperson

We ensure that spokespersons are well prepared when speaking to their target audience.

While technology companies have many talented professionals who have a deep understanding of what the company does and how it does it, not all executives have the necessary experience in speaking to the media.

Speaking on camera or in face-to-face interviews can be an intimidating task for some.

Even the most confident professionals may be unclear about what they can or cannot say or how to say it. The latter can prove to be quite a challenge, especially for the more technically minded executives who must explain complex technological concepts in simple terms that anyone can understand.

Through media training workshops, spokespersons can learn techniques to come across as assertive and self-confident when talking to the media and dealing with crisis situations.


The power of LinkedIn

Social networks can be a powerful channel for reaching and educating your audience. For the B2B segment, LinkedIn is the best in class.

How to harness the power of Linkedin? Through a content strategy for executives and key company collaborators.

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Who better than the protagonists themselves to explain a company’s purpose, values and key messages, expressed from their own viewpoint and experiences.

Not good at writing? A PR agency can become your voice through ghostwriting. To successfully execute such a strategy, it is imperative that your PR agency’s team is very familiar with your style so that it can be reflected in each and every one of your publications.


In short, educating the different stakeholders is essential to meeting your corporate communications objectives.

Choosing an experienced PR team is essential for any technology company that wants to communicate effectively with its audience and empower them to make informed decisions about your solutions.

The better, clearer and more strategically a company communicates its messages, the more it will raise public awareness, improve its market position, build customer loyalty and make a positive impact on society.

About MarketCross

We are a global public relations agency that since 1996 has been helping to create connections between great brands and their audiences in an innovative and personal way, enhancing their reputation and narrative to drive business outcomes.

Our track record of co-constructing with more than 300 clients from diverse cultural backgrounds and industries has given us a unique perspective for delivering customized and effective strategic communications solutions to anywhere in the world.

Our team of experts, located in major cities around the world, combines a global outlook with in-depth local market experience and a sense of curiosity that transcends borders and ensures that they stay abreast of the changes and trends occurring in different markets and societies.

MarketCross has received several different international awards including the Latin America Excellence Awards (2016 and 2018), Eikon Chile (2022),  Eikon Argentina (2023), Eikon Internacional (2023).