Considering PR for your tech company? Here are the questions we hear most often

Storytelling is central to our job as PR professionals. But good media relations is just as much about “storymining” as storytelling. Especially given today’s tech-centric news agenda, every company has a wealth of stories to tell – they just might not realise it yet.

As PR experts, our task – with your support – is to uncover the stories already inside your business. Beyond product announcements, those more thought-leadership based stories might include:

• Founder insight and perspective
• Customer challenges and success stories
• Industry predictions and commentary
• Data insights and research
• Product philosophy
• Hiring and culture best practice  

Importantly, this variety of stories matches what audiences want to see from you. Customers are not simply purchasing a product; they are buying confidence, credibility, expertise and reassurance that the change you are promising will be achieved. Delivering all of these takes a well-rounded content programme.  

We only launch something meaningful twice a year. Is that enough?

One of the biggest misconceptions about PR is that it only works if you have a constant stream of news to share. But as I’ve touched on above, an effective media relations strategy should never rely on announcements alone.

The tech companies that build the strongest visibility are rarely the ones with the most news – they are the ones with the clearest perspective. That is where thought leadership, opinion, case studies and more come into play.

That said, good PR agencies do have proven ways to generate their own news to sustain momentum between major announcements. That could include bundling multiple smaller updates – which may not warrant a standalone announcement – into a single roundup release, publishing original research or data, announcing milestones or issuing a call to action for the wider industry.

Is our product too niche or technical for media interest?

Despite a period of consolidation, the media landscape is far more diverse than many businesses realise – especially in tech. Alongside mainstream tech reporting in national publications, there are:

• Specialist trade publications
• Vertical industry media
• Newsletters and Substacks
• Podcasts
• Analyst communities
• Owned content channels

In the age of AI search, the commercial (and PR) case for niche publications is stronger than ever. AI-generated search results are increasingly drawing on smaller specialist outlets due to their perceived authority and credibility. As a result, more companies are turning to trade media to strengthen their discoverability and buyer trust.

On the technical side, tech businesses often assume “nobody will understand what we do.” But again, that is part of our role as PR professionals – telling complex, technical stories in an approachable way that appeals to media and speaks directly to your key audiences.

Are journalists realistically going to cover small tech firms?

If you have a credible perspective and something differentiated to say, then there is every chance. Journalists are constantly looking for fresh expert commentary, strong opinions, useful (data-backed) insight and contrarian perspectives.

The companies that struggle to cut through are rarely “too small.” More often, they simply lack a distinct voice when compared with everyone else in the market.

Is it too early for PR?

Many companies wrongly associate PR with scale. In fact, early-stage companies often benefit hugely from PR because they need help establishing their market positioning, category narrative and founder profile – all areas where media relations can play a critical role.

PR is not just about amplifying growth. It’s about shaping perception early. The sooner a company starts building credibility and visibility, the stronger its long-term brand foundations become.

Is PR really the best use of budget versus lead generation?

This is probably the most common debate in B2B marketing right now.

A major source of clashing expectations is the misconception that PR’s primary purpose is to generate direct leads. In reality, its role is better understood as strengthening the conditions that allow lead generation to succeed.

Lead generation works best when it amplifies existing awareness and trust. As Clark’s founder wrote in her recent blog on the topic, if a prospect has seen your company quoted in the media, heard your CEO interviewed or come across customer success stories, they arrive at your campaigns with context and credibility already in place.

PR builds familiarity, trust and authority over time. Lead generation converts those feelings into action. The two are intrinsically linked.

Do we have enough time for PR?

PR does require some leadership input – particularly at the beginning of the relationship, as the agency seeks to understand your:

• Narrative
• Positioning
• Customers
• Tone of voice
• Commercial priorities

But the best PR teams are also highly self-sufficient. As one of Scotland’s leading tech PR agencies, we’re used to working quickly and independently – finding our own answers and repurposing material to minimise the burden on internal teams. If you establish the right foundations upfront, then the ongoing demand on your time becomes far more manageable.

The role of PR continues to evolve alongside the tech landscape. If you’re wondering how comms can support your commercial goals, get in touch – we’d love to continue the conversation.