The digital revolution has ushered in a new era of deep tech, with groundbreaking innovations in fields like artificial intelligence, biotechnology, energy, and engineering.
These technologies hold the potential to reshape industries and solve some of the world’s most pressing challenges. However, the path from innovation to widespread adoption is not always straightforward. Deep tech often faces obstacles such as complex technical concepts, regulatory hurdles, and public misconceptions.
This is where strategic public relations becomes crucial in bridging the gap between transformative technologies and the broader market.
The Opportunity and Challenge of Deep Tech
Deep tech has become one of the most promising frontiers in global innovation. As of January 2025, there are 1,792 deep-tech startups in Australia, which include companies like Synthetix, Immutable, Q-Ctrl, Titomic, and Appen. Out of these, 457 startups are funded, with 204 having secured Series A+ funding, and 3 achieving unicorn status.
Additionally, as reported by our client, Cicada Innovations, Australia’s deep-tech investments have created equally deep social and economic value. Just a sample of Cicada Innovations’ resident and graduate firms have already generated hundreds of millions of dollars in social and economic value. Looking more broadly, Australia’s Cochlear, ResMed, and CSL Limited have transformed millions of lives and are now valued at $12 billion, $35 billion, and $127 billion respectively.
These companies, alongside the burgeoning deep-tech ecosystem in Australia, exemplify the transformative potential of innovation in driving both economic growth and societal benefits, positioning the country as a leader in the global deep-tech landscape.
Despite these incredible advancements, deep tech ventures face considerable challenges. These include navigating technical barriers, securing adequate funding, and overcoming market resistance. In a crowded space, it’s often difficult to demonstrate the value of new technologies in ways that resonate with stakeholders, including investors, policymakers, and the public.
PR strategies that focus on simplifying complex concepts, fostering trust, and aligning these innovations with real-world solutions are crucial to turning deep tech ideas into successful products and services.
PR Strategies for Deep Tech Success
Successfully promoting deep tech requires a nuanced approach that goes beyond traditional PR practices. It involves a blend of storytelling, education, and targeted outreach. At Third Hemisphere, we have helped clients such as Lakeba and ViewTrade craft narratives that connect their innovations with the right audiences. Here are some of the key PR strategies we employ to ensure deep tech ventures stand out:
1. Simplifying Complex Concepts
Deep tech is inherently complex, with innovations often based on cutting-edge science or intricate engineering. For these technologies to gain traction, it’s essential to translate the technical jargon into accessible language. At Third Hemisphere, we’ve worked with clients like Lakeba to showcase the practical applications of advanced technologies such as blockchain. By focusing on real-world use cases, such as fractional property investment through Bricklet, we’ve made these innovations more tangible and easier to understand for both investors and the public.
2. Showcasing Tangible Impact
Public relations in deep tech isn’t just about promoting the technology itself; it’s about demonstrating how innovation can create meaningful change. Highlighting the tangible outcomes of these technologies helps to build credibility and trust. For instance, the €1.6 billion in funding from the EIC is focused on strategic initiatives that address significant global challenges like renewable energy and food security. By framing deep tech innovations as solutions to these critical issues, we have been able to position them as part of a larger movement toward sustainability and global progress.
3. Leveraging Expert Voices
Deep tech thrives on credibility. To build public trust, we believe in leveraging the voices of experts, researchers, and thought leaders who can speak authoritatively on the technology. One case study that exemplifies this strategy is Cicada Innovations, Australia’s first-ever business incubator specialising in deep tech.
While Cicada was a pioneer in the space, the broader public—and even key stakeholders in government and industry—lacked an understanding of deep tech.
To address this, we worked to position Cicada and its CEO, Petra Andren, as thought leaders in the deep tech space, showcasing the role of deep technologies in driving economic growth and global progress.
After Petra Andren’s departure in 2019, we continued our work under the new leadership of Sally-Ann Williams. Our expanded mandate allowed us to further develop Cicada’s public communications strategy, positioning Sally-Ann as a top voice in deep tech.
Over the years, our efforts helped Cicada gain recognition as Australia’s leading deep tech incubator, ensuring its innovations were highlighted in tier-1 media outlets and government policy discussions.
The results have been transformative. Third Hemisphere has secured consistent, high-profile media coverage for Cicada Innovations over the past four years, including placements in top-tier publications like AFR, The Australian, and various science-based trade outlets. Through our efforts, Sally-Ann Williams has become a trusted expert in the media, frequently quoted alongside industry giants such as former Innovation Minister Karen Andrews MP, Atlassian’s Mike Cannon-Brookes, and Tim Reed, President of the Business Council of Australia.
Today, Sally-Ann is a sought-after commentator on topics like government policy, economic recovery, and the role of deep tech in driving growth and jobs. In 2021, Cicada Innovations was recognised in parliamentary speeches and press conferences by ALP Deputy Leader Richard Marles as “Australia’s top deep tech incubator” and “a model for the future.” Since 2017, Cicada has garnered nearly 1,000 pieces of media coverage, with an estimated online readership of 1.85 billion people.
4. Targeted Awareness Campaigns
Tailored awareness campaigns are crucial in deep tech PR. These campaigns focus on educating the right stakeholders, building trust, and creating a strong connection with the intended audience. Our work with Traveloka, for example, involves navigating competitive markets while ensuring their messaging resonated with both consumers and investors. Through targeted media outreach and strategic partnerships, we’ve helped clients build a foundation of trust, which is essential for deep tech adoption.
Supporting the Lab-to-Market Journey
Moving a deep tech innovation from the lab to the market requires a well-rounded strategy that includes more than just public relations efforts. Entrepreneurs must ensure their technologies are viable and ready for commercialisation. This involves conducting thorough technology readiness assessments, refining the product, and preparing it for the market. A comprehensive strategy also includes regulatory navigation and securing the right funding to scale. At Third Hemisphere, we work closely with our clients to support every stage of this journey.
1. Technology Readiness Assessments
Before taking an innovation to market, it’s essential to assess whether the technology is ready for real-world application. This involves identifying gaps and areas for improvement to ensure the product meets market expectations. Our work with Lakeba’s blockchain solutions, for example, involved evaluating its readiness for various sectors and working with the client to ensure the technology was both market-ready and scalable.
2. Market and Stakeholder Analysis
Understanding the competitive landscape and identifying the right stakeholders is key to any successful commercialisation strategy. Deep tech ventures often need to engage with diverse audiences, from potential customers to government regulators. By conducting in-depth market research, we help clients position themselves strategically, ensuring they communicate their value propositions to the right people. This process allows innovators to target the right markets and find the right partners.
3. Regulatory Navigation
Deep tech ventures must navigate complex regulatory environments to bring their products to market. Whether it’s adhering to safety standards, data privacy regulations, or sector-specific guidelines, compliance is critical. At Third Hemisphere, we guide clients through these legal complexities, helping them stay ahead of the curve while ensuring they meet the necessary certifications and standards.
4. Funding Guidance
Securing investment is often one of the biggest challenges for deep tech ventures. With limited access to traditional funding channels, startups must effectively demonstrate their value and long-term potential to investors. We assist our clients in refining their funding pitches, improving their grant applications, and identifying alternative sources of capital, ensuring that they can secure the financial support necessary to bring their innovations to scale.
Building Global Ecosystems
The success of deep tech is often tied to the creation of collaborative ecosystems. These ecosystems provide innovators with access to resources, expertise, and partnerships that can accelerate their journey from concept to commercialisation. Events like the Circular Cities Summit 2024 in Dubai, where our Managing Director Jeremy Liddle served as Emcee and Moderator, highlight the importance of connecting deep tech leaders with policymakers and industry experts. These gatherings allow innovators to amplify their work, driving adoption and scale.
Conclusion
The deep tech era presents an exciting opportunity to address some of the world’s most complex problems, but it also requires strategic efforts to bridge the gap between innovation and understanding. At Third Hemisphere, we specialise in turning complex technologies into clear, compelling narratives that drive growth and societal impact. Whether you’re navigating blockchain, fintech, or sustainability, we’re here to help you bring your innovation to the world.
Ready to bring your deep tech innovation to market?
Contact Third Hemisphere to learn how we can elevate your journey from lab to market.
