Tech PR used to be straightforward. Send a press release, pitch some journalists, maybe organize a product launch. Those days are… well, they’re not exactly gone, but they’ve changed pretty dramatically.
The industry moves fast now. Really fast. And if you’re working in tech communications—or thinking about it—you need to know what’s actually working right now, not what worked two years ago.
AI Is Changing How PR Teams Operate
Let’s start with the obvious one. Artificial intelligence isn’t just a buzzword anymore (though people certainly treat it like one). PR teams are using AI tools to monitor media coverage, analyze sentiment, and even draft initial pitch outlines. Some agencies use it to identify trending topics before they blow up.
But here’s the thing—and this matters—AI can’t replace the human element. It can’t build relationships with journalists. It can’t understand the nuance of why one story angle will resonate and another won’t. Tools are useful. They save time. But they’re still just tools.
Thought Leadership Matters More Than Ever
Everyone’s trying to cut through noise. There’s so much content out there that standing out feels nearly impossible sometimes. That’s where executive positioning comes in.
Tech companies that succeed are the ones putting their founders and C-suite executives out front. Not in a corporate, scripted way—in an authentic way. People want to hear from the humans behind the technology. They want perspectives, not press releases.
This means more op-eds, podcast appearances, speaking engagements. It means having something real to say. The brands that win are building their reputations not just on product features, but on the ideas and vision their leadership brings to conversations about where the industry is headed.
Short-Form Video Content Isn’t Optional Anymore
Yeah, TikTok and Instagram Reels changed everything. Even in B2B tech. Even for enterprise software companies that never thought they’d need to think about 30-second videos.
The format works because it’s how people consume information now. Quick, visual, to the point. Tech companies are breaking down complex products into digestible clips. They’re showing behind-the-scenes moments. They’re making technical concepts… dare I say it… kind of entertaining?
LinkedIn has jumped on this too. Video posts get significantly more engagement than text or static images. If your tech PR strategy doesn’t include a video component at this point, you’re probably missing opportunities.
Data-Driven Strategies Are Standard Now
PR used to be hard to measure. You’d count media mentions, calculate AVE (which everyone knew was flawed), and hope for the best. Not anymore.
Modern tech PR runs on data. Teams track share of voice, measure sentiment shifts, monitor referral traffic from media coverage, analyze which messages resonate with which audiences. The best campaigns are built on insights, not instinct alone.
This doesn’t mean creativity is dead—it just means you can actually prove what’s working. And refine it. And do better next time.
Authenticity Beats Perfection
Tech companies are being more transparent about failures, pivots, challenges. Audiences respond to it. The overly polished corporate speak that dominated for decades? It feels hollow now.
People want real stories. They want to know what went wrong during development and how teams solved it. They want to see the messy middle, not just the success announcement. Brands that lean into authentic storytelling—even when it’s uncomfortable—build stronger connections.
The Creator Economy Is Reshaping Tech Communications
Influencers aren’t just for beauty products and fashion anymore. Tech influencers have real power. YouTubers reviewing software. LinkedIn creators analyzing industry shifts. Twitch streamers using new hardware.
Smart PR strategies include creator partnerships now. But it has to be genuine. Audiences can smell a forced collaboration from miles away. The best partnerships happen when creators actually use and believe in what they’re talking about.
Real-Time Response Capabilities Matter
News cycles move in hours now, not days. A competitor launches. Industry news breaks. Something goes viral. Tech companies need to be able to respond quickly.
This doesn’t mean rushing out reactive statements for everything—that’s exhausting and ineffective. But it does mean having frameworks in place. Knowing who makes decisions. Having spokespeople ready. Understanding when to jump into a conversation and when to sit back.Communications agencies working across multiple sectors—like Factory PR, which handles tech, wellness, fashion and beauty—understand that different industries move at different speeds, but the need for nimble response strategies applies across the board.
Community Building Outperforms One-Way Broadcasting
Tech companies that thrive are building communities, not just audiences. They’re creating spaces where users, developers, and enthusiasts can connect. They’re facilitating conversations instead of just broadcasting messages.
This shows up in Slack communities, Discord servers, subreddits, user conferences. PR’s role in this is evolving—it’s not just about external media anymore. It’s about nurturing ecosystems where passionate people can gather and share.
What This All Means
Tech PR is more complex than it’s ever been. But honestly? It’s probably more interesting too. The rules keep changing. New platforms emerge. Audience expectations shift. What worked last quarter might not work next quarter.
The companies and agencies that succeed are the ones staying flexible. Learning constantly. Testing new approaches while maintaining the fundamentals that have always mattered—good stories, strong relationships, clear messaging.
The industry will keep changing. That’s the only constant. Better to adapt quickly than perfectly, if that makes sense.