PR Agency for Tech Companies

A PR agency for tech companies turns what your technology does into stories that business and technology publications want to run, then places them where buyers, investors and engineers will read them. In practice that means translating technical work into an argument a non-specialist reader can follow, and making sure that argument is what people find when they search your company.

This page covers why press matters for tech companies, what a tech PR agency does, the stories that work, where we place technology clients, how to choose a tech PR firm and how we work.

Why press works for tech companies

Technology is usually bought by a group rather than a person. An engineer evaluates the product, a finance lead questions the contract, and a senior executive has to defend the decision if the roll-out goes badly. Each of them searches your company at some point, often without telling you.

Your website tells them what you want them to believe. Coverage in a publication they recognise tells them your story stood up to an editorial standard outside your own marketing. That outside view matters most when you are new to a category, competing with a much larger vendor, or asking a buyer to change how their team works.

Press helps with hiring as well. Strong engineers have options, and they look up a company before they answer a recruiter. A few thoughtful features about the problems you are solving make that search far more persuasive than a careers page.

What a tech PR agency does

• Finds the story behind the product. Release notes rarely make an article. The problem you solve, the way your market is shifting and what you have learnt building in it usually do.
• Translates the technical detail. A good tech piece keeps the substance your engineers care about while explaining why it matters to a reader who has never opened your documentation.
• Writes it to the publication's standard. The piece should read like the title it appears in, not like a launch announcement pasted into a news page.
• Manages the placement. Matching each story to the publications your buyers and investors read, and handling the process through to a live link.
• Times it. Lining coverage up with launches, funding rounds, new markets and senior hires, so the search results are ready when attention arrives.

The stories that work in tech

Readers of technology coverage are tired of hearing that a product is revolutionary. What holds their attention is specific, practical and slightly uncomfortable for the rest of the market.

• The problem nobody is naming. The workaround every team in your sector relies on, why it breaks and what it quietly costs them in time and risk.
• What your product reveals. Patterns you can see across your customers, shared in a way that respects their privacy and your agreements with them.
• A contrarian view of the category. Why the approach most vendors take is wrong, argued with evidence rather than slogans.
• The people behind it. A clear account of why the company exists, what the team understood before anyone else and the hard calls it made along the way.

Product news can work too, but it lands better as the proof inside a bigger argument than as the headline. A new feature is a detail; the shift in how teams work that made you build it is the story.

Where we place tech clients

We work across technology and business publications whose readers include founders, buyers, developers and investors, including TechBullion, HackerNoon, Digital Journal, Benzinga, Yahoo Finance, International Business Times and MSN.

The right mix depends on who buys from you. A developer tool needs readers who write code. An enterprise platform needs the operators and finance leads who approve the contract. A consumer app needs a broader audience again. We tell you where we are pitching and why before anything is written, and you can browse the full range of publications we work with.

How to choose a tech PR agency

Whether you are comparing a tech PR agency in London, New York, San Francisco, Singapore or Sydney, the same questions separate the useful firms from the rest:

• Can they explain your product back to you? If an agency cannot describe what you do in plain terms after one conversation, it will struggle to write about it convincingly.
• Which publications, specifically? Named titles your buyers actually read, not a slide of famous logos.
• Who writes the piece? You want writers comfortable with technical material, not generalists working from a template.
• Do you approve everything? The answer should be yes, every time, before anything goes live.
• What are they promising? Be wary of guaranteed coverage at staff-written titles. Our guide on how to vet a PR agency sets out what to check.

What tech PR costs

It depends on which publications you want, how many features you need and over what period. We quote each tech company individually rather than selling a fixed package, because an early developer tool and an established enterprise platform need very different things. For a full picture of how agencies charge and what each model actually buys, see how much a PR agency costs.

How it works

Share your product, your market and what you want people to understand about you. We develop the story, write it to the publication's standard and manage the placement. You review and revise until it is right, and you approve every word before it goes live. Timelines vary by publication, typically weeks rather than days.

If you are still at an early stage, our page on PR for startups covers how to time coverage around fundraising and launches.

Frequently asked questions

What does a tech PR agency do?

It finds the story in your technology, writes it so a non-specialist reader understands why it matters, places it in publications your buyers and investors read, and times coverage around launches, raises and senior hires.

Is PR worth it for a tech startup?

Usually, if you have a clear point of view and something real to show. Early coverage means investors, hires and customers who search you find substance instead of silence, and it makes later coverage easier to secure.

Do we need a tech PR firm in our own city?

Not necessarily. Publications care about the story and the evidence behind it, not your postcode. We work remotely with technology companies wherever they are based.