Photo by Markus Spiske from Pexels

It’s hard to believe we have just a few months left in 2021, but that doesn’t mean technology news will slow down — if anything, it’s going to speed up. 

While groundbreaking technology innovations and developments, or just the latest smartphone, can capture the imagination of the masses, what will specifically resonate with the tech press for the rest of 2021 and into 2022? Let’s dig into it.

Companies Revolutionizing the Workplace

Although no one would have guessed it at the beginning of 2020, many companies are still working remotely today, at least part-time, due to the pandemic. 

At the end of last year, we predicted the hybrid work culture would continue to evolve and that certainly holds true today. No one could have foreseen the acceleration of the acceptance of remote work. Nearly 28% of companies now say that “digital is now part of their companies’ DNA,” according to a recent study. 

New technologies and innovations enhancing collaboration for in-person and remote workers is popular among technology reporters. 

Technology will be crucial in making remote and virtual work sustainable, from using artificial intelligence (AI) to enhance teleconferencing or creating VR meeting rooms to mimic the real thing. Tech reporters will be looking for innovations that create inclusive environments for remote and in-person work. 

Within the last year, several publications, including Protocol, have launched newsletters directly related to the changing dynamics of the workplace. This signals a growing acceptance that hybrid work isn’t the “new normal” but simply “normal.” 

With more companies offering remote positions, along with a new generation of workers who may never know what five days a week in an office looks like, news regarding the changing workplace will remain popular. The “workplace” is now a bonafide beat for tech reporters.  

Using Emerging Technology to Spearhead Environmental Solutions

The signs of a changing climate are all around us. Record heat waves, wildfire smoke filling the skies and catastrophic flooding are familiar headlines in the news these days. We need creative solutions to combat a warming planet, and technology is one tool we have on our side. 

VCs are investing in such solutions. According to PitchBook, venture-backed climate tech companies have raised a staggering $14.2 billion worldwide in 2021 as of June 25, 2021 — 88% of the total for all of 2020. This wave of funding has been triggered by a relentless wave of weather disasters, a worldwide push for net-zero emissions, and technology breakthroughs that could help mitigate climate change. 

According to WBUR, the media are paying more attention to climate change over the last decade. This past spring, global, worldwide newspaper coverage of climate-related issues was 76% higher than in 2020. 

Problem-solving companies focused on the climate are sure to turn heads, attract investors — and in turn — technology media. Whether that means creating a long-duration battery or creating sustainable food solutions, tech reporters have their eyes on who is developing new solutions. 

Whether or not it’s a startup or an IPO, companies who are using emerging technologies, such as artificial intelligence, machine learning robotics, or quantum computing, to solve environmental problems will resonate with the tech press. 

These emerging technologies have the potential to transform every sector in the coming years. Companies combating environmental issues, and looking to attract media attention, should have case studies showcasing their new idea and have a track record of success. Technology media will be looking for innovators who can tell — and show — how they are making an impact.

The Numerous Applications of AI

AI has the capacity to impact nearly every aspect of our lives in the coming years. From changing how we eat, how we work (or even what jobs are left for humans to perform) to how we experience the world’s masterpieces. 

And the media is keeping a close eye on how this technology is evolving. Nearly 60% of the media coverage on AI is “focused on new industry products, announcements and initiatives that included AI,” according to a study from Reuters. While the tone of coverage can run from a solutions-oriented mindset to apocalyptic, the media are constantly on the lookout for new ways AI is changing the world. And they are looking for those innovations from companies often represented by PR professionals. 

With the root of coverage on AI coming from product developments and initiatives, it’s important for PR professionals to offer up technology experts that can share relevant facts and information related to AI and other new technologies. The news plays an integral role in how the world views emerging technologies, like artificial intelligence. PR pros are, in a way, the gatekeepers to how these technologies are introduced to the world. It’s up to us to put our best foot forward. 

Want to break through in the technology market in 2021 and beyond? Learn more about how our emerging technology expertise can get you there.