Tech PR FAQ: Everything You Need to Know

The ideal time to start PR is when you have a clear story to tell—typically after achieving product-market fit, securing significant funding, or reaching meaningful customer milestones. Most startups benefit from PR once they've proven their concept works and need to build awareness for growth.

Starting too early wastes resources on a story that isn't ready. Starting too late means missing key narrative-building opportunities. Consider PR when you have: a differentiated product, notable customer wins or traction, funding news to announce, or industry expertise to share.

Tech PR (technology public relations) is the practice of managing communications and building reputation for technology companies. It involves earning media coverage, building relationships with journalists and analysts, managing your company's narrative, and establishing thought leadership in your industry.

Unlike advertising (paid media), PR focuses on earned media—getting journalists to write about you because your story is newsworthy, not because you paid for placement.

Tech PR requires deep understanding of complex technologies, the ability to translate technical concepts for broader audiences, and relationships with specialized tech media. Key differences include:

• Specialized media landscape: Tech-focused publications, podcasts, and analysts have unique requirements and news cycles
• Technical storytelling: Ability to explain complex products in compelling, accessible ways
• Rapid news cycles: Technology moves faster than most industries, requiring agile response
• Product-centric focus: Innovation and product capabilities often drive the narrative

It depends on your resources, expertise, and goals. You might do PR yourself if you have limited budget, enjoy writing and outreach, have newsworthy content regularly, and can dedicate consistent time to the effort.

Consider an agency when you need established media relationships, want professional strategy and execution, have a major announcement or launch, need to scale your PR efforts, or lack internal bandwidth or expertise.

Many companies start with DIY PR, then engage an agency for major milestones or when they're ready to accelerate. A hybrid approach—internal team plus agency support—is also common.

PR is fundamentally a long-term initiative, not a quick-win tactic. Success requires sustained commitment to relationship building, consistent storytelling, and strategic positioning over time. Building meaningful media relationships and establishing thought leadership takes patience and persistence—the benefits compound as your reputation and network expand.

A quality PR agency should provide:

• Strategic counsel: Guidance on messaging, positioning, and timing
• Media relationships: Access to journalists they've built trust with
• Content creation: Press releases, pitches, bylines, and thought leadership
• Proactive pitching: Regular outreach to relevant media on your behalf
• Rapid response: Ability to capitalize on timely opportunities
• Regular reporting: Transparent updates on activities and results
• Crisis preparation: Plans and support for potential issues

Expect regular communication, clear metrics, and a collaborative partnership—not just activity reports.

Before engaging in PR, ensure you have these foundations in place:

• Clear positioning: Know what makes you different and why anyone should care
• Key messages: Consistent talking points everyone in the company knows
• Proof points: Customer stories, data, or milestones that validate your claims
• Executive availability: Spokespeople who can do interviews and contribute content
• Media assets: Professional photos, logos, and company boilerplate
• Website: A professional online presence that tells your story

Most PR agencies require 6-12 month minimum engagements, and for good reason. PR momentum builds over time—shorter engagements rarely allow enough time to develop relationships and see meaningful results.

Exceptions include project-based work (product launch support, funding announcement) which might be 2-3 months, or crisis communications which could be weeks.

If an agency offers month-to-month with no minimum, be cautious—they may not be invested in your long-term success.

Your company is likely ready for PR if you can check most of these boxes:

• You have a differentiated product or service with clear value proposition
• You have paying customers or meaningful traction to reference
• You can articulate what makes you different from competitors
• You have upcoming news or milestones to announce
• Leadership is available and willing to engage with media
• You have budget to sustain PR efforts for at least 6 months

If you're still in stealth mode, pre-product, or pivoting frequently, PR may be premature.

Newsworthy stories typically have one or more of these elements:

• Impact: Affects a significant number of people or an important industry
• Timeliness: Connects to current events or trends
• Prominence: Involves notable people, companies, or brands
• Novelty: First of its kind, unusual, or unexpected
• Conflict: Challenges status quo or represents contrarian view
• Data: Reveals new insights or research findings

A new hire isn't news unless it's a notable executive. A feature update isn't news unless it represents significant innovation. Ask: "Why would a journalist's readers care about this?"

Start by understanding where your target audience gets their information. For B2B tech, consider:

• Tier 1 tech media: TechCrunch, Wired, The Verge, VentureBeat for broad tech visibility
• Trade publications: Industry-specific outlets your buyers read (e.g., SC Magazine for cybersecurity)
• Business media: Forbes, Business Insider, Bloomberg for executive audiences
• Vertical publications: Outlets covering your customers' industries
• Podcasts: Industry shows reaching engaged niche audiences

Build a tiered media list: must-have targets, nice-to-have, and long shots. Research specific journalists who cover your space.

Quality over quantity. Only pitch when you have something genuinely newsworthy and relevant to that specific journalist's beat. Most companies should have 2-4 major news moments per year.

Beyond announcements, stay in touch by offering valuable resources: expert commentary on trends, data for stories they're working on, or access to customers for interviews. The goal is being a helpful source, not a constant pest.

If a journalist doesn't respond, one follow-up after 3-5 days is appropriate. After that, move on—they're not interested in that particular story.

Earned media is coverage you "earn" by being newsworthy—journalists write about you because your story has merit, not because you paid. This includes news articles, interviews, expert quotes, and organic mentions. It's more credible but harder to control.

Paid media is advertising and sponsored content where you pay for placement. This includes display ads, sponsored posts, native advertising, and press release distribution. You control the message but readers know it's paid.

Most effective PR programs integrate both, using paid to amplify earned coverage and fill gaps where earned alone isn't enough.

PR should be tightly integrated with your overall marketing strategy:

• Content marketing: PR insights inform blog topics; content supports media pitches
• Social media: Amplify earned coverage; PR identifies trending topics
• SEO: Media placements drive backlinks and brand searches
• Demand gen: Use coverage for credibility in nurture campaigns
• Sales enablement: Press clips support prospect conversations
• Events: Coordinate PR around speaking opportunities and launches

Ensure PR, marketing, and sales are aligned on messaging and sharing intelligence. Coverage is most valuable when amplified across channels.

Consider both macro and micro timing:

Best times of year: January (new year trends), September-October (before holiday slowdown). Avoid late December, major holidays, and August (vacations).

Best days of week: Tuesday-Thursday for announcements. Avoid Fridays (weekend gets buried) and Mondays (inbox overload).

Strategic timing: Ahead of major industry events, in response to trending topics, aligned with customer or investor calendars.

Avoid: Major news events that will overshadow your story, competitor announcements, market turbulence.

When facing negative coverage:

• Don't panic: Assess the actual impact before reacting
• Verify accuracy: If factually wrong, reach out with corrections professionally
• Consider response: Not all negative coverage requires public response—sometimes that amplifies it
• Address legitimate issues: If criticism is valid, acknowledge and explain what you're doing about it
• Document everything: Keep records of communications
• Focus forward: Continue building positive narrative through ongoing PR

The best defense against bad press is a track record of positive coverage and authentic relationships.

A strong press release follows a standard format:

• Headline: Clear, newsworthy, includes company name (60-80 characters)
• Dateline: City, date
• Lead paragraph: Who, what, when, where, why in 2-3 sentences
• Body: Supporting details, quotes from executives and customers, context
• Boilerplate: Standard company description
• Contact info: PR contact details

Keep it to one page. Write in third person. Use quotes to add color and perspective. Include one strong customer or partner quote if possible. Make it easy for journalists to lift quotes and facts.

Effective pitching requires personalization and value:

• Research first: Read their recent articles, understand their beat
• Personalize: Reference their work, explain why this is relevant to their coverage
• Lead with news: Get to the point in the first two sentences
• Keep it short: 3-4 paragraphs maximum
• Offer exclusives: For major news, offer one outlet first access
• Include assets: Attach or link to press release, images, data
• Make it easy: Offer interview times, additional resources

Subject line matters—make it specific and compelling, not clickbait.

TechCrunch focuses on startups, venture capital, and technology innovation. To get covered:

• Have real news: Significant funding ($5M+ is typical minimum), major product launch, notable acquisition
• Be differentiated: They cover dozens of pitches daily—what makes you stand out?
• Build relationships: Engage with TC journalists on Twitter, attend TC events
• Pitch the right person: Match your story to specific beat reporters
• Offer exclusives: For major news, an exclusive can increase odds significantly
• Time it right: Avoid major events when they're focused elsewhere

Reality check: Most early-stage companies won't get TechCrunch coverage. Build credibility with tier 2 publications first.

An embargo is an agreement with journalists that they won't publish information until a specified date and time. It allows you to brief multiple outlets before news goes public, giving them time to prepare thorough coverage.

When to use embargoes:

• Major announcements where you want coordinated coverage
• Complex stories requiring journalist preparation time
• News timed to specific events or dates

Embargo etiquette: Always confirm journalist agrees before sharing embargoed information. Set clear date/time with timezone. Provide complete information needed for their story. Honor embargoes yourself—don't leak early.

Thorough preparation makes the difference between a good and great interview:

• Know your 3 key messages: What must you communicate regardless of questions asked?
• Research the journalist: Read their recent work, understand their angle
• Anticipate questions: Prepare for both obvious and challenging questions
• Practice bridging: Learn to pivot from any question to your key messages
• Prepare stories: Concrete examples and anecdotes are more memorable than abstract claims
• Know your limits: What topics are off-limits? Practice deflecting gracefully

Do a mock interview with a colleague playing journalist—especially for TV or high-stakes print interviews.

Wire services (Business Wire, PR Newswire, GlobeNewswire) serve specific purposes but aren't a substitute for real media relations:

Use wire services for:

• Regulatory/compliance requirements (public company disclosures)
• Ensuring news is "on the record" with timestamp
• SEO benefits from syndication
• Reaching financial and investment communities

Don't rely on wires for:

• Getting journalists to write about you—they ignore most wire releases
• Replacing direct pitching and relationship building

Cost ranges from $400 to $2,000+ depending on distribution scope. For most startups, money is better spent on direct outreach.

When journalists reach out:

• Respond quickly: They're often on deadline—even a "let me get back to you by X" is better than silence
• Understand the story: Ask about their angle, deadline, and what they need
• Be helpful: Even if you can't comment, offer other resources or sources
• Know what's on/off record: Assume everything is on record unless explicitly agreed otherwise
• Be quotable: Speak in complete sentences with clear points
• Follow up: Send additional resources, check if they need more

If you can't comment, say so professionally—don't ignore the request, as that relationship matters for future coverage.

A comprehensive media kit (usually a dedicated webpage) should include:

• Company overview: Who you are, what you do, founding story
• Leadership bios: Executive headshots and background
• Fact sheet: Key stats—founding date, employees, customers, funding
• Boilerplate: Standard company description for press releases
• Logo files: Various formats and color versions
• Product images: High-res screenshots and photos
• Recent press releases: Last 6-12 months of announcements
• Media coverage: Links to notable articles
• Contact information: PR team email and phone

Keep it updated—stale information hurts credibility.

PR ROI measurement has evolved beyond outdated metrics like "ad value equivalency." Modern approaches include:

• Business outcomes: Website traffic from PR, lead generation, sales pipeline influence
• Brand metrics: Awareness surveys, sentiment analysis, share of voice
• Coverage quality: Message pull-through, key publication hits, spokesperson quotes
• SEO impact: Domain authority, backlinks, brand search volume
• Sales enablement: How often coverage is used in sales process

Set baseline measurements before PR starts, then track changes. Compare against peers and competitors when possible.

Focus on metrics that connect to business outcomes:

• Coverage volume and quality: Number of placements in target publications
• Message penetration: How often key messages appear in coverage
• Share of voice: Your coverage compared to competitors
• Sentiment: Positive, neutral, or negative coverage ratio
• Website traffic: Referral traffic from media placements
• Social amplification: Shares and engagement on coverage
• Lead attribution: Prospects who cite PR in how they found you
• Brand search volume: Increases in branded search queries

Avoid vanity metrics like "potential reach" or "impressions" which are largely meaningless.

Options for media monitoring range from free to enterprise:

• Google Alerts: Free, basic—catches some mentions but misses paywalled content
• Social listening tools: Mention, Brand24, Hootsuite for social mentions
• Media monitoring services: Meltwater, Cision, Muck Rack for comprehensive tracking
• Manual tracking: Search your company name regularly in target publications

Beyond finding coverage, track it systematically—log each placement with publication, date, headline, key messages included, tone, and any calls to action.

Share of voice (SOV) measures your media presence relative to competitors. If there are 100 articles about companies in your category and you're mentioned in 20, your SOV is 20%.

SOV can be measured by:

• Volume: Number of mentions vs. competitors
• Quality: Weighted by publication tier or reach
• Topic: SOV for specific themes or conversations

Rising SOV typically correlates with market share gains, making it a valuable strategic metric. Track it quarterly to see trends.

PR attribution is challenging but possible with the right setup:

• Tracking URLs: Use UTM parameters on links shared with journalists
• Referral tracking: Monitor website analytics for traffic from media sites
• "How did you hear about us": Include on forms and ask in sales conversations
• Brand search correlation: Track brand search increases after major coverage
• CRM notes: Train sales to log when prospects mention coverage
• Multi-touch attribution: Include PR touchpoints in your attribution model

Accept that some PR influence will be unmeasurable—brand building has real value even when not directly attributable.

There's no universal benchmark—success depends on coverage quality, not quantity. What matters is whether placements appear in your target publications, reach your intended audience, include your key messages, and present your story accurately and positively.

A single feature in a publication your customers actually read is far more valuable than dozens of mentions in outlets they don't. Focus on the extent and quality of coverage rather than counting clips. A deep, well-researched feature that positions your technology and quotes your executives will drive more impact than brief mentions, regardless of total placement count.

Tech PR agency pricing varies significantly:

• Boutique agencies: $8,000-$15,000/month
• Mid-size specialized agencies: $15,000-$30,000/month
• Top-tier agencies: $30,000-$50,000+/month
• Large global agencies: $50,000+/month

Project-based work:

• Product launch campaign: $20,000-$50,000
• Funding announcement: $10,000-$25,000
• Crisis communications: Variable, often premium rates

Most agencies require 6-12 month minimum commitments with monthly retainers.

Evaluate agencies on these criteria:

• Relevant experience: Have they worked with companies in your space?
• Journalist relationships: Can they demonstrate connections to your target media?
• Team quality: Who will actually work on your account? Meet them.
• References: Speak to current and former clients
• Results: Ask for case studies with measurable outcomes
• Chemistry: You'll work closely together—do you like them?
• Strategic thinking: Do they bring ideas, not just execution?

Request proposals from 3-5 agencies and compare approaches, not just pricing.

Green flags in PR agencies:

• Deep expertise in your technology category
• Existing relationships with your target journalists
• Proactive ideas beyond what you asked for
• Clear measurement and reporting approach
• Transparent about what they can and can't achieve
• Senior team members engaged in your account
• Strong writing samples and media placements
• Cultural fit with your team

The best agencies feel like an extension of your team, not vendors executing tasks.

Warning signs to watch for:

• Guaranteed placements: No legitimate agency can guarantee media coverage
• Bait and switch: Senior team pitches, junior team works your account
• No relevant experience: They can't demonstrate tech media relationships
• Vague metrics: Focused on "impressions" rather than meaningful outcomes
• No references: Unwilling to connect you with current clients
• Cookie-cutter approach: Same strategy for every client
• Overpromising: Unrealistic commitments for coverage
• Poor communication: Slow or unresponsive during the pitch process

Review proposals with these questions:

• Do they understand your business and challenges?
• Is their strategy specific to you or generic?
• What's their media targeting rationale?
• How will they measure success?
• What's the team structure and experience level?
• What's included in the retainer vs. extra?
• What are the contract terms and exit clauses?
• What's their communication cadence?

Ask finalists to present their proposals—chemistry and communication style matter as much as strategy.

Consider ending the relationship if:

• No meaningful coverage after 4-6 months of effort
• Team turnover has degraded account quality
• Communication has broken down
• They're not proactive—only doing what you ask
• Results don't justify the investment
• They don't understand or care about your business
• Strategic disagreements can't be resolved

Before firing, have a direct conversation about concerns. Good agencies will work to address issues. If problems persist after clear feedback, it's time to move on.

Boutique agencies (10-50 people):

• More senior attention to your account
• Often deeper specialization in tech
• More flexible and agile
• Lower overhead means better value
• May have limited bandwidth for large campaigns

Large agencies (100+ people):

• Global reach and resources
• Deep bench for specialized needs
• Blue-chip client lists add credibility
• Higher prices, more overhead
• Risk of junior team doing daily work

For most tech companies, a specialized boutique often delivers better results at lower cost than a generalist giant.

Yes, freelance PR consultants can be a good option, especially for:

• Limited budgets ($3,000-$8,000/month)
• Project-based work (launches, announcements)
• Supplementing internal resources
• Advisory/consulting rather than full execution

Considerations:

• Single point of failure if they're unavailable
• May lack breadth of journalist relationships
• Less capacity for intensive campaigns
• Quality varies widely—vet carefully

Freelancers with strong agency backgrounds and established media relationships can offer excellent value.

Cybersecurity PR has unique characteristics:

• Threat-driven news: PR often responds to breaches, vulnerabilities, and threats
• Technical depth: Journalists expect spokespeople to go deep on technical topics
• Trust sensitivity: Customers need to trust you with their security
• Researcher relations: Building relationships with security researchers matters
• Regulatory awareness: Compliance and regulation drive significant coverage
• Conference circuit: RSA, Black Hat, DEF CON are major PR opportunities

Specialized cybersecurity PR expertise is essential—general tech PR agencies often struggle here.

Fintech PR requires navigating complex terrain:

• Regulatory sensitivity: Must understand financial services compliance
• Trust imperative: People need to trust you with their money
• Dual audiences: Often targeting both consumers and financial institutions
• Competition for attention: Crowded space with well-funded competitors
• Economic sensitivity: Market conditions affect news interest

Financial media (WSJ, FT, Bloomberg) have high bars but deliver significant credibility when you land coverage.

Crypto/Web3 PR operates in a unique environment:

• Reputation challenges: Industry-wide trust issues require careful positioning
• Regulatory uncertainty: Constantly evolving rules create both challenges and opportunities
• Community focus: Crypto-native media and Discord/Twitter matter as much as traditional press
• Cycle sensitivity: Bull and bear markets dramatically affect media interest
• Skeptical journalists: Many mainstream reporters approach crypto with caution
• Speed of news: Crypto moves fast—rapid response is essential

Success requires balancing crypto-native credibility with mainstream media legitimacy.

B2B tech PR focuses on business buyers rather than consumers:

• Trade publications: Industry-specific outlets often matter more than mainstream tech press
• Thought leadership: Bylines and expert commentary play a larger role
• Longer sales cycles: PR supports extended buying processes
• Customer evidence: Case studies and customer quotes are essential
• Executive visibility: CXO-level thought leadership for CXO buyers

B2B PR success often looks different than consumer—fewer big splashy hits, more consistent trade coverage.

Startup PR:

• Story-driven (founders, vision, disruption)
• Funding rounds are major news moments
• More receptive to trend and newsjacking pieces
• Challenger positioning against incumbents
• Scrappy, opportunistic approach

Enterprise PR:

• Product and customer success driven
• More formal approval processes
• Global coordination across regions
• Executive thought leadership platforms

As companies mature, PR approach needs to evolve from startup scrappiness to enterprise consistency.

Consumer tech PR has distinct requirements:

• Broader media targets: Lifestyle, mainstream, and consumer tech publications
• Influencer relations: YouTube, Instagram, TikTok creators matter
• Product reviews: Hands-on coverage often requires sample programs
• Visual storytelling: Lifestyle imagery and video content are essential
• Seasonal timing: Holiday shopping, back-to-school drive coverage cycles
• App store dynamics: Launch coordination with platform features

Consumer PR often requires larger budgets for product seeding and more diverse media approaches.

Expanding PR internationally requires local expertise:

• Local agency partners: Media relationships are hyper-local
• Message adaptation: Positioning may need adjustment for local markets
• Language considerations: Native speakers for each market
• Timing coordination: Announcements across time zones
• Cultural sensitivity: What works in the US may not translate
• Market-specific news hooks: Local angles increase relevance

Options include global agencies with local offices or a network of in-market specialists coordinated centrally.

SaaS PR focuses on subscription software companies:

• Continuous evolution: Regular feature releases create ongoing news hooks
• Customer success stories: User case studies demonstrate value and ROI
• Integration announcements: Partnerships and integrations are newsworthy
• Category creation: Sometimes requires educating market on new software category
• Metrics-driven: Growth numbers, customer counts, ARR milestones matter

SaaS PR often combines product news with thought leadership on industry transformation and business model innovation.

Building executive thought leadership requires a strategic, sustained approach:

• Define expertise areas: Identify 2-3 topics where the executive has genuine insights
• Develop point of view: Articulate unique perspectives that challenge conventional thinking
• Create content consistently: Articles, speaking opportunities, and media commentary
• Engage authentically: Real expertise and personality, not corporate messaging
• Build media relationships: Become a go-to source for journalists covering your space
• Leverage multiple channels: Earned media, owned content, speaking, and social

Thought leadership takes time to build but creates lasting credibility and visibility that benefits both the executive and the company.

Building a CEO's personal brand involves:

• Audit current presence: Review existing media, content, and online footprint
• Define positioning: Clarify what the CEO wants to be known for
• Identify target audiences: Customers, investors, employees, industry peers
• Develop narrative: Compelling story that connects personal journey to company mission
• Create content strategy: Mix of bylines, interviews, speaking, and social presence
• Secure media opportunities: Target publications and podcasts that reach key audiences
• Maintain consistency: Regular engagement across channels builds recognition

A strong CEO personal brand attracts talent, customers, and investors while establishing industry authority.

Positioning founders as experts requires strategic visibility:

• Leverage founding story: Use the "why" behind starting the company as credibility
• Demonstrate expertise: Share technical knowledge and industry insights publicly
• Contribute to conversations: Comment on industry trends and news developments
• Build journalist relationships: Become a trusted source for expert quotes
• Speak at industry events: Conference presentations establish authority
• Publish thought leadership: Bylined articles in trade and business publications
• Engage in communities: Participate in relevant forums, associations, and groups

Founders have natural credibility from building something—PR amplifies that by increasing visibility and reach.

Effective thought leadership programs share these characteristics:

• Clear focus: Specific topics aligned with business goals and executive expertise
• Authentic voice: Real perspectives from executives, not ghostwritten corporate speak
• Consistent cadence: Regular content and engagement, not sporadic bursts
• Multi-channel approach: Earned media, owned content, speaking, and social working together
• Data and evidence: Insights backed by research, experience, or customer evidence
• Engagement with others: Responding to peers, contributing to debates, building relationships
• Measurable impact: Track media mentions, speaking invitations, and business outcomes

The best thought leadership programs position executives as go-to voices in their space, creating opportunities that drive business value.

Building genuine thought leadership is a long-term investment:

• 6-12 months: Initial visibility and first media placements
• 12-24 months: Established credibility and journalist relationships
• 24+ months: Industry authority, inbound speaking and media requests

Consistency matters more than individual wins. Regular contributions over time compound to create sustained visibility and credibility. Quick shortcuts typically result in superficial visibility without lasting impact.

Executives who commit to the long game build enduring personal brands that benefit them throughout their careers.

Absolutely—CTO thought leadership can be highly valuable:

• Technical credibility: Deep expertise resonates with technical audiences and buyers
• Differentiated content: Most companies focus on CEO visibility; CTO perspective stands out
• Developer relations: Especially valuable for dev tools and infrastructure companies
• Recruiting advantage: Technical thought leadership attracts engineering talent
• Product authority: Establishes technical leadership in your category

Focus CTO thought leadership on architecture decisions, technology trends, engineering culture, and technical problem-solving—areas where their expertise provides genuine value.