As a newbie in the tech industry, walking into Kiterocket on day one was like the first day of school. I knew I was going to be challenged with new material, and I didn’t know what to expect from my boss (teacher) or my co-workers (classmates), but I had my work bag (backpack) in hand, a smile on my face and butterflies in my stomach.

A recent graduate of Arizona State University, I was wrapping up an internship at an advertising agency where I worked primarily with consumer-facing brands when I landed my job as an account associate at Kiterocket. Never in a million years did I think I’d work in the technology industry, but now I can’t picture it any other way.

I’ve spent just over two months at Kiterocket supporting the technology practice, and it’s exceeded all my wildest expectations! Every day brings new challenges and opportunities for growth. Here are just a few things I’ve learned from my experience so far:

Take a Breath

The industry technical terms can be overwhelming. At first, I was set back by the scientific and process vocabulary. But with the right mindset, and because I’m continuously writing content, using the terms and concepts I once found so intimidating has quickly become second nature. I’ve also realized that the more I research and write, whether for social media posts or blogs, the more insight I have into exactly where each client fits into the larger semiconductor industry picture. Every day provides another opportunity to learn!


Coming into this role with little experience in the tech industry, I was expecting there to be only a few semiconductor-focused publications and analysts. Boy, was I wrong! There are many more semiconductor publications than someone outside of the industry may realize. This role has introduced me to the entire semiconductor world, and has shown me there’s a huge audience for semiconductor news. However, with so much content out there, I also needed to learn how to filter information quickly and efficiently. In a world of information overload, filtering is a great skill I’m excited to hone further.

The Power of LinkedIn

Social selling is critical for B2B technology companies, and successful communication plans will leverage LinkedIn for unique ways to exhibit a company’s brand and/or product. While many of our clients have other social media channels, LinkedIn provides them with the most value, because it allows companies to be highly targeted in reaching the appropriate audience(s).

If your objective is to develop a brand and execute larger business goals for your company, it’s important to consider your resources and where to focus your energy. Yes, you can create a Twitter account, but if your company specializes in “chemical and slurry delivery equipment” for a semiconductor fab, you might want to consider whether your audience spends significant time on that specific platform before investing in building a presence and establishing a following.

Think Outside the Box

Marketing technology companies calls for highly innovative ideas. It’s an industry that’s constantly pushing itself forward, and you must keep pace with fresh thinking and new ways to market products—like using hologram displays in place of more traditional brand collateral, and always putting a creative spin on how to position, display and share the highly technical products you represent.

For those contemplating a public relations or marketing career in the tech industry (more specifically, at an agency like Kiterocket, perhaps …), expect a fast-paced and exciting work environment. Be ready to adapt constantly and absorb as much information as possible. Working in the tech industry allows you to gain insight on what the future of our connected world will look like, and opens your eyes to what actually makes up all of these innovative products on the market today. Most importantly, the energy in this type of environment is contagious, and makes you excited and proud to come to work every day!