In 2023, European Deep Tech startups attracted over $16 billion in venture capital, making it one of the continent's most funded and rapidly growing sectors. The fast ascent of Deep Tech connects to the shift from consumer-centric technologies like SaaS to pioneering segments like materials science and space tech.

Due to some unique parameters, companies in this field require a very particular approach to communications and public relations. In this article, we will share some PR tips that, from our experience, can set Deep Tech startups up for success.

Key differences between deep tech and tech

First of all, there can be a long lead time — even up to 15 years — before a deep tech startup is able to generate revenue. Also, in many deep tech companies, the founding team is often purely technical or academic, to the point that many ventures are spin-offs from university research labs. Because of this, they are based on complex intellectual property — including patents and proprietary data.

On the talent side, the pool for Deep Tech roles is often narrow, since it requires specialized expertise in complex domains such as physics, computer science, and other engineering fields. This makes the hiring process considerably more challenging, especially as there is fierce competition for highly-qualified individuals.

How to communicate about a deep tech startup

Craft clear messaging

Even if what you’re doing is highly complex, you need to explain it in terms your grandparents can understand. Instead of focusing on bombastic terminology and nitty-gritty details, emphasize the value of your technology, and how it impacts different real-life scenarios.

Here, you must ensure that the message explains what you do, and what your overall vision is. Both technical and non-technical audiences must grasp what aspect of a specific field will be improved by what you’re creating. To help with this, quantify as much as possible. How much money or time is your innovation helping save? This makes your value proposition more understandable by all stakeholders involved.

Prepare for tough questions

Anticipate and address a critical question, “Why will you succeed?”

Given the revolutionary nature of many deep tech ventures, skepticism is common. As you connect with journalists and share your journey, be ready to substantiate your claims with evidence, and also, to differentiate yourself from previous attempts without disparaging competitors. Keep in mind that most “experts” will expect you to fail, so you need to squelch this doubt with confidence.

Highlight your team’s background and accomplishments

Don’t be afraid to shine the spotlight on the credentials and achievements of your team members. This is one of the first things that will help you prove your “why.”

For example, in our PR efforts for our client, XPANCEO, we showcased their scientific partnership with a Nobel Laureate Dr. Konstantin Novoselov. And in this news about the French deep tech startup Diamfab, we see how it is emphasized that it is a spinout from Institut Néel and co-founded by two renowned scientists, Gauthier Chicot and Khaled Driche, who have two patents under their belt. Thus, talking about your esteemed contributors can significantly enhance your startup’s reputation.

Educate and simplify

To fully educate your audience about what you’re doing, you need to continuously talk about it in an appropriate manner. Remember that many of them could not have ever thought about what you’re building, so, as we said, you need to make your message accessible to a wide audience.

This process involves tailoring your content to various formats — press releases, blogs, op-eds — to make complex ideas understandable and help people relate to your mission. Securing feature articles explaining the industry as a whole is also a good way to educate the audience that might still think deep tech is something akin to a science fiction movie. That’s what Karthee Madasamy, managing partner at the U.S.-based deep tech-focused venture firm MFV Partners, did in a TechCrunch column.

Leverage scientific publications

Besides being able to explain your technology to anyone, you also need to harness the power of scientific publications. In those outlets, you can’t and must not simplify — that’s the place to highlight your research prowess.

For instance, Quantum Surgical, a French company developing an innovative solution for interventional oncology, published a landmark scientific article in the renowned journal Nature, which evaluated whether it was feasible, safe, and accurate to have robotic assistance for needle insertions.

Make the intangible tangible

For most people to fall in love with your technology, they need to see it. Demonstrating what you’ve created in action helps demystify complex concepts, and creates more meaningful engagements with media outlets.

Hence, we recommend that whenever possible, you invite journalists to your office — whether that happens virtually or in real life. Following up with our PR work with XPANCEO, Forbes’ journalist Steven Aquino was able to conduct a virtual tour of their lab — which has been recognized by BCG among the top 5 optics labs in the world — and talk to the company’s executives about their revolutionary product and the future of computing. The result was a compelling feature that bolstered the venture’s prospects in the press.

Showcase your prototype at industry conferences

Building on the point above, we understand that it is hard, if not impossible, to invite every journalist to your lab. However, many of them participate in industry events, and attending these is a great opportunity to show them what you’re working on.

By actively engaging in these conferences, you will gain opportunities to interact not only with the media but also with potential partners. This reinforces a sense of trust in what you’re doing, and allows you to generate some buzz around your product.

Humanize the founders

Behind every technological invention there is a human being. And the more people get to know who that human being — or group of people — is, the more they are likely to trust what you’re doing.

To build this rapport, publish content about other topics beyond science, secure interviews with the company’s founders, and overall, look for ways in which the audience can relate to their human element.

A good example is this interview with Heikki Haldre, the founder of Miros, an Estonia-based deep tech company that aims to revolutionize human-computer interaction. By making himself approachable, Haldre builds trust with his audience and raises awareness about the importance of what his firm is doing.

Summary and final thoughts

The rise of Deep Tech creates a unique environment with particular challenges and opportunities. However, with strategic PR, the feats can be overcome, and the possibilities captured. We anticipate startups in the field will only keep growing, and their contributions to humanity will become more evident.

By crafting clear, accessible messaging, preparing for rigorous scrutiny, showcasing your team and technology, and engaging with both scientific and general audiences, Deep Tech startups can effectively share their groundbreaking innovations with the world, and secure the support they need to thrive and move humanity forward.