Tech PR—or technology public relations—is the practice of managing how tech companies communicate with the public, media, investors, and other stakeholders. It’s about shaping perception, building credibility, and getting the right people to pay attention to what you’re doing.
But here’s the thing: tech PR isn’t just press releases and product launches anymore. The field has changed. A lot.
Why Tech Companies Need PR
Technology moves fast. Products get outdated in months, not years. Competitors come out of nowhere. One bad headline can tank a funding round or scare off potential users.
That’s where PR comes in. It helps tech companies:
- Build trust before asking people to hand over their data or money
- Stand out in crowded markets where everyone claims to be “disruptive”
- Attract investors who need proof that someone outside the company believes in the vision
- Recruit talent, because good engineers have options and they want to work somewhere that matters
Think about it—would you trust a health tech startup with your medical information if you’d never heard of them? Probably not. PR builds that foundational trust.
The Core Components of Tech PR
Tech PR breaks down into a few key areas. Some companies need all of them, others pick and choose based on where they are in their growth.
Media Relations
Getting journalists to write about your company. Sounds simple, but tech journalists get hundreds of pitches daily. Most get ignored. The ones that break through usually have a real story—actual data, a genuine problem being solved, or access to someone worth quoting.
It’s not about blasting press releases. It’s about relationships. Knowing which reporter covers enterprise software versus consumer apps. Understanding what angle will actually resonate. Timing it right.
Thought Leadership
Positioning your executives as experts. This means bylined articles, speaking slots at conferences, podcast interviews, panel discussions. The goal is to make your CEO or CTO the person reporters call when they need a quote about AI regulation or cybersecurity trends.
Takes time though. You can’t manufacture expertise overnight.
Product Launches
Rolling out new features or products in a way that generates attention. This involves coordinating messaging across channels, briefing key media ahead of time, preparing spokespeople, and having a plan for when things don’t go perfectly.
Because they rarely go perfectly.
Crisis Management
Handling the bad stuff. Data breaches, executive departures, product failures, negative coverage. Having a plan before crisis hits makes all the difference. Silence makes things worse. Deflection makes things worse. Honest, quick responses—with actual solutions—can sometimes turn things around.
How Tech PR Differs from Traditional PR
Tech PR has its own quirks. The audience is often more technical, more skeptical, and more likely to fact-check everything you say on Reddit or Hacker News.
Traditional consumer PR might focus on lifestyle publications and influencer partnerships. Tech PR often targets trade publications like TechCrunch, The Verge, or Wired. B2B tech PR might aim for industry-specific outlets or business publications.
The metrics matter differently too. A million impressions might sound great, but if none of those people are potential enterprise clients or investors, what’s the point? Tech PR needs to be precise about who it’s trying to reach.
And then there’s the technical accuracy piece. You can’t fake it. Journalists who cover tech know their stuff. If your pitch doesn’t make technical sense, you’ve burned that relationship.
Tech PR Strategies That Actually Work
So what does good tech PR look like in practice?
Storytelling with Data
Numbers grab attention. If you can back up your narrative with research, user statistics, or industry benchmarks, you’re already ahead. “Our app helps people sleep better” is vague. “Our users report 34% improvement in sleep quality after 30 days” gives reporters something concrete.
Industry Commentary
Reacting to news in your space positions you as relevant. When a competitor gets acquired, when new regulations drop, when a major player stumbles—having smart commentary ready keeps you in the conversation.
Customer Stories
Case studies showing real companies solving real problems. This works particularly well for B2B tech, where potential clients want proof that your solution actually delivers.
Founder Narratives
People connect with people, not products. A founder’s backstory—why they built this, what problem they experienced firsthand, what kept them going when it got hard—makes for compelling content.
The Role of Agencies Like Factory PR
Most tech companies, especially startups, don’t have massive in-house PR teams. They work with agencies that specialize in this stuff.
Factory PR, for example, has experience across tech, wellness, fashion, and beauty. They work with brands at different stages—from launches to established companies looking to shift their positioning.
The advantage of working with an agency is breadth of experience. They’ve seen what works and what doesn’t across dozens of clients. They have existing relationships with journalists. They can move faster because they’re not learning as they go.
Common Tech PR Mistakes
A few things that tend to backfire:
Overhyping. Calling yourself “the Uber of X” or claiming to “revolutionize” an industry before you’ve proven anything creates skepticism. Let the results speak.
Ignoring negative coverage. Hoping a critical article will blow over rarely works. Address it directly, learn from legitimate criticism, and move forward.
Pitching too early. Having a product that’s barely functional and trying to get major media coverage usually fails. Wait until you have something worth showing.
Forgetting about existing customers. PR shouldn’t just focus on acquiring new users. Your current customers are your best advocates—or your worst critics. Keep them informed.
Measuring Tech PR Success
PR measurement has always been tricky. But in tech, you can often draw clearer lines between PR activity and business outcomes.
Website traffic spikes after major coverage. Sign-ups increase following a product launch campaign. Investor inquiries come in after a funding announcement gets traction.
Track share of voice compared to competitors. Monitor sentiment in coverage—are articles generally positive, neutral, or critical? Look at the quality of placements, not just quantity. One feature in a publication your target audience actually reads beats ten mentions in outlets they’ve never heard of.
The Future of Tech PR
The field keeps shifting. Social media gives companies direct channels to their audiences, reducing reliance on traditional media gatekeepers. But that same democratization means more noise, making it harder to stand out.
Video content matters more. Podcasts have become significant platforms for reaching tech audiences. LinkedIn has become a legitimate channel for B2B storytelling.
AI is changing things too—both as a tool for PR professionals and as something companies need to communicate about carefully. People are simultaneously excited and nervous about AI, which makes messaging complex.
Getting Started with Tech PR
If you’re a tech company wondering where to begin, start with clarity. Get clear on who you’re trying to reach, what you want them to know, and why it matters to them—not just to you.
Build relationships before you need them. Don’t only reach out to journalists when you have news. Comment on their work, share their articles, provide helpful information even when there’s nothing in it for you.
Be authentic. The tech community can smell BS from miles away. If you made a mistake, own it. If your product isn’t perfect yet, say that while explaining why it’s still worth people’s time.
And consider getting help. Unless someone on your team has done this before, working with professionals who understand tech PR—like Factory PR—can save you from expensive mistakes and speed up results.
Tech PR isn’t magic. It’s strategy, relationships, and persistence. Done right, it turns good technology into technology that people actually know about and trust.