Bhava Communications.

We’re witnessing a surge in the value of the “polyglot agency.” The legacy one-service agency model has been waning for years in its ability to provide tech companies with sufficient ROI, and now it’s undeniable.

Given the rise of AI in all its forms, I’m fully convinced that our polyglot expertise isn’t just an advantage, it’s a necessity for driving awareness and sales for our clients in the complex tech space.

What is a polyglot agency? It’s one that fluently speaks the languages of brand strategy, PR, marketing, content creation, social media, messaging and positioning, custom industry research, internal communications, investor relations, analyst relations, demand generation, sales enablement, thought leadership, SEO and more.

The term polyglot agency emerged from a conversation I had with John Furrier, founder of SiliconANGLE & theCUBE. Polygot agency perfectly encapsulates what we’ve been doing at Bhava Communications since our founding in 2009. We’ve always referred to this as our 360° Mixed Media™ approach, recognizing early on the power of a multifaceted communication strategy to drive demand.

Why the Polyglot Approach Matters Now

1. The Blurring of Communication Channels – While announcements remain very important, gone are the days when a press release alone could make waves. Today’s effective communications strategies span multiple earned, owned and paid channels out of the gate, each with its own nuances and best practices. A polyglot agency team understands how to craft messaging, copy and design that resonates across platforms, ensuring consistency while adapting to the unique demands of each medium.
2. The Rise of (Truly) Integrated Campaigns – Tech companies are increasingly looking for cohesive, integrated campaigns that touch every aspect of their communications strategy. From thought leadership articles to social media campaigns, from internal memos to investor presentations, a polyglot agency can ensure that all these elements work in harmony, amplifying the overall impact.
3. Staying Authentic While Embracing the AI Revolution – Generative AI has been sending shockwaves through the marketing and communications domain. Agentic AI will shake things up even more. While many view it as a threat, at Bhava, we see AI as an opportunity to enhance our polyglot capabilities. Knowing when not to use AI is as important as exploring what it makes possible. By selectively incorporating AI tools, we can amplify ideation, refine content and increase efficiency, all while maintaining the primacy of human creation at every step that’s crucial for authentic storytelling, uniqueness, accuracy and effective strategy.
4. Adapting to Rapid Market Changes – The tech sector moves at lightning speed. A polyglot agency is better equipped to pivot quickly, adjusting strategies across multiple fronts as market conditions change. This agility is invaluable in helping clients stay ahead of the curve.
5. Breaking Down Silos – For all the talk of integration, in many organizations, different communication functions – whether agency or in-house – still operate in silos. A polyglot agency helps break down these barriers for a more holistic approach to reaching customers (and other key audiences like investors and potential hires) that aligns with overall business objectives.

The End of Siloed Tech PR and Social Media

Agencies doing the most effective and impactful work for their clients are those that understand a fundamental truth: PR and social media should never have been thought of in a silo in the first place! These are not isolated functions but integral parts of a broader communications ecosystem. The polyglot agency recognizes this interconnectedness and leverages it to create more powerful, cohesive strategies that drive demand.

The Bhava Advantage: Expertise Using the Right Medium for the Message

At Bhava, our polyglot approach isn’t just about offering a wide range of services. It’s about truly understanding how these different communication disciplines intersect and complement each other in a fully bespoke way for every client. Our team members are cross-trained to think broadly and strategically, ensuring that every program we develop takes advantage of synergies across channels and tactics.

This versatility allows us to:

• Craft compelling narratives that resonate across all touchpoints
• Identify unique opportunities to attract, engage and spark action from specific audiences that siloed thinking might miss
• Provide more comprehensive, strategic counsel to our clients
• Adapt quickly to new technologies and trends, including the latest developments in AI

The Future of B2B Demand Gen Requires a Multifaceted Approach

The value of the polyglot agency will only continue to grow as the communications landscape becomes more complex, not less. Agencies that can navigate this complexity with fluency, agility and AI literacy will be best positioned to help their clients succeed.

At Bhava, we’re excited to continue leading the charge, leveraging our polyglot expertise to drive awareness, generate demand and deliver real business results for our tech clients.

In a world where change is the only constant, versatility is a superpower.

This article is an updated version of a piece originally published by Liz Zaborowska on LinkedIn, reflecting our evolving perspective on the polyglot approach to tech PR and marketing.