Tech moves fast. Too fast sometimes. One minute you’re pitching a groundbreaking AI tool, the next minute three competitors have launched something similar and journalists are already tired of hearing about it.
The PR strategies that worked recently? Many of them need serious recalibration now. Reporters receive an overwhelming volume of pitches. Audiences scroll past generic press releases without a second thought. And if your tech company sounds like every other tech company… well, good luck getting coverage.
So what actually works?
Know Your Story Before You Pitch It
This sounds obvious, but you’d be surprised how many tech companies can’t articulate what makes them different. They throw around buzzwords and talk about “AI-powered solutions” or “blockchain innovation” without explaining the actual problem they solve.
Start with the human element. Who benefits from your technology? What changes for them? A fintech app that helps freelancers manage irregular income has a much clearer story than “a financial technology platform optimizing cash flow algorithms.”
Factory PR has worked across tech launches for years, and the pattern is consistent: the companies that know their narrative inside and out get better coverage. Period.
Build Relationships, Not Contact Lists
Here’s the thing about journalists—they’re people. They have beats they care about, topics they’re tired of, and inboxes that make yours look empty.
Blasting the same pitch to 200 contacts rarely works. Instead, actually read what reporters write. Comment on their articles. Share their work when it’s relevant. When you do pitch, reference something specific they covered recently and explain why your story connects to their interests.
This takes more time, sure. But one meaningful relationship with the right reporter beats a hundred cold emails.
Timing Matters More Than You Think
Product launches on Mondays often get buried in the weekly news cycle. News dropped on Friday afternoons typically disappears into the weekend void. Major announcements during big industry events? Competing with a thousand other companies for attention.
Pay attention to the news cycle. If there’s a major policy announcement about AI regulation, that might be the perfect moment to position your CEO as an expert voice. Or it might mean you should hold your product launch until next week when things calm down.
Thought Leadership That Actually Teaches Something
Every tech founder wants to be a thought leader. Most of them just repackage the same talking points everyone else is using.
Real thought leadership means having an actual perspective. It means data, examples, or insights people haven’t heard before. Write about what you learned from a product failure. Share research your team conducted. Take a stance on an industry debate.
Guest articles and op-eds still work—if they’re genuinely useful. If they read like a 1,000-word ad for your company, editors will pass.
Social Proof Still Drives Credibility
Customer stories, case studies, testimonials—these aren’t just nice-to-haves. They’re proof your technology does what you claim.
When possible, quantify results. “We helped reduce processing time” is vague. “We helped Company X cut invoice processing time from 5 days to 6 hours” is concrete.
Video testimonials work particularly well now. A 60-second clip of a real customer explaining how your product solved their problem carries more weight than pages of marketing copy.
Adapt to How People Actually Consume Content
Long-form articles still have their place, but most people skim. They read headlines, look at images, maybe scan the first few paragraphs.
Structure your content accordingly. Use subheadings. Break up text with examples or pull quotes. Get to your main point quickly, then add supporting details.
And yes, people still share infographics and short video clips. If you can explain a complex technical concept in 90 seconds, do it.
Measure What Matters
Vanity metrics feel good but don’t move the needle. A million impressions sounds impressive until you realize none of those people visited your website or requested a demo.
Track metrics that connect to business goals: website traffic from media mentions, demo requests after a product launch, investor inquiries following a funding announcement, qualified leads from thought leadership content.
At Factory PR, measuring impact means looking at outcomes, not just outputs. Coverage in a top-tier publication is great, but did it drive the results you needed?
Crisis Prep Isn’t Optional
Tech companies face scrutiny like never before. Data breaches happen. Products malfunction. Former employees make allegations on social media.
Having a crisis communication plan before you need one makes all the difference. Who speaks for the company? What channels do you use? How quickly can you respond?
The companies that weather PR crises well are the ones who prepared in advance and responded transparently when issues arose.
Authenticity Beats Polish
Overly produced, corporate-speak content falls flat. People can spot inauthenticity immediately, and they tune it out.
Let your founders and team members sound like themselves. If your CTO is naturally funny, let that personality come through in interviews. If your CEO is intensely focused on technical details, lean into that rather than trying to make them sound like a generic business leader.
The most successful tech PR comes from companies willing to be real—about their challenges, their process, and what they’re actually trying to build.
Tech PR keeps changing because technology keeps changing. What worked last year might not work this year. But these fundamentals—clear storytelling, authentic relationships, strategic timing, and measurable impact—those stay constant.
The companies that succeed are the ones paying attention, adapting quickly, and remembering that behind every piece of coverage, there’s a human deciding whether your story is worth telling.