Three ways companies offering remote work tech can stay better connected with core audiences

Oct 08, 2020 Rachel Marsden

In a post earlier this month by Inkhouse President Jason Morris, we talked about the eight markets poised to help tech weather COVID-19 and the economic downturn. One of those is remote work and HR technology. Necessity is the mother of invention, and downturns tend to create a lot of necessity – but how can organizations in this space stay connected with prospective audiences who are online (and seeking news) more than ever?

When the pandemic hit, we immediately pivoted to employ new PR strategies that would help clients reach their virtual customers. We publicized critical technologies that could keep global workforces online - like virtual desktop infrastructure, identity management technology and org management software. We drafted helpful tips, offered free trials and shared expert insight for audiences searching for these solutions. 

Now that we know remote work may be here to stay for a while, the stakes are higher. Organizations that adopted short-term remote work solutions are looking for long-term ones. Competition for customers and investment dollars will be fierce in 2021 and beyond, and companies need to find ways to not just capture mindshare but sustain attention with existing and prospective audiences.

A strong, integrated communications program can help companies stay relevant virtually by building personal touchpoints and meeting customers where they are, while maintaining a consistent brand voice across channels. Here are three strategies to consider:

Host virtual events

At the start of COVID-19 in the U.S. and less than 30 days before its annual 6,000-person conference, identity management leader Okta decided to move its conference online. In a video Q&A, Okta communications director Lindsay Life shares her take on how going virtual allowed the company to reach far more people than expected, and why the Okta team is planning for all future events to have a bigger virtual component. 

While Okta was the first of our clients to embark on this journey, we’ve seen many since then – from short panel discussions to multi-day customer conferences. Virtual events require careful crafting but can often present more opportunity. Nutanix, a leader in enterprise cloud computing, recently hosted its annual .NEXT conference and saw the most media success in history. We know newsrooms have continued shrinking in the past few years, budgets are smaller and reporters have had to be choosy in booking their travel to company conferences. Offering a virtual format during 2020 has democratized access and ultimately allowed for higher, global media engagement.

Meet customers where they are

Today, around seven-in-ten Americans use social media to connect, engage with the news, share information and more. Particularly now, your customers are online at home and searching for answers. Meet them where they are by building a thoughtful social strategy and connecting with them on an ongoing basis. 

How should you approach these mediums? Keep your customer’s needs top-of-mind, be helpful and stay transparent. Read more in this post.

Build meaningful connections

In a time of uncertainty and change, and in an environment lacking in-person touchpoints, it can be difficult to capture attention and even more challenging to build meaningful connections. One way to thoughtfully drive connection is through your values.

While in the past, organizations have shied away from publicly commenting on controversial issues, today customers and employees are looking for companies that align with their values and are willing to authentically engage in the conversation. For some inspiration, check out our Changemakers series, where Founder and CEO Beth Monaghan speaks with leaders across industries about how they are effecting positive change, creating new narratives and changing old ones. 

COVID-19 has changed many things, but there is much opportunity ahead, especially for organizations offering remote work and collaboration technologies to keep our workforces productive. 

Interested to learn how integrated PR can help your business achieve its goals? Learn more about Inkhouse’s B2B technology practice, subscribe to our newsletter or get in touch with a member of our team at

Rachel Marsden

Rachel has a decade of experience across both B2B and B2C technology. She spearheads diverse communications programs for clients ranging from emerging venture-backed startups to post-IPO companies with the same mentality: transparency, teamwork and never backing down from a challenge. She works with some of Inkhouse’s most innovative, fast-growing clients.

Read more from Rachel Marsden

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