What Techtember Taught Communicators About Breaking Through
September is arguably technology’s biggest month, packed with announcements and events as communications professionals support the latest flagship products and solutions.
Once again, Apple commanded attention in September through distinctive branding, experiential activations and purposeful gatherings. Every year, communicators learn something new.
This year, while all eyes were on livestream feeds ahead of “Surprise and Shine,” Apple invited creators and media for a run around Apple Park using Apple Watch and Apple Fitness features.
The activation did more than create a content opportunity. It created a shared experience and lasting memory before Apple made a single announcement. That kind of engagement can build affinity and keep a brand top of mind among the media, creators and other voices who help shape the technology conversation.
September was busy well beyond Apple.
Our client MediaTek unveiled its Dimensity 9600 Pro, built for a new era of mobile agentic AI performance, as well as the Dimensity CX C10 Max, designed for Googlebooks and built for on-device agentic PC performance. The month also brought the technology community together at two major events: IFA and the AI Infra Summit.
With so much industry activity competing for attention, the question for communicators is simple: How does your brand stand out?
For communications professionals trying to break through the noise and reach core B2B and B2C audiences, our team came away from Techtember with three reminders:
Get creative and be bold. Attention is scarce when the media landscape is crowded. Strong ideas can cut through, whether it’s a social campaign with an unexpected influencer, an experiential activation or a sharp, unconventional thought leadership angle. Being louder isn’t necessarily the answer. Being more interesting may be.
Timing is everything. Whether you’re connecting with media, announcing a solution or planning an event, timing can make or break your results, especially during the busy fall season. Map out when major players are holding events and making announcements, then plan around those patterns. Smart timing can improve your chances of engaging media, analysts and influencers.
Empathy wins during busy season. High-activity periods mean the people you’re pitching are stretched thin, too. A thoughtful, targeted approach, along with a little empathy in your outreach, can go a long way toward building relationships that last well beyond Techtember.
Techtember may be over, but the communications lesson carries into the rest of the year. In a crowded marketplace, breaking through isn’t simply about having something to announce. It’s about creating a reason for people to pay attention, choosing the right moment and remembering the people on the other side of the pitch.
