Sep 11, 2025
All tech companies have their own story to tell. But as experts in PR for B2B Tech, we notice that the same problems often recur. Here you have our top list and suggestions on how to handle this type of challenges. Do you recognize yourself?
1. "We-have-nothing-to-say" problem
What we hear: "We haven't had anything with news value for several months, but our competitors are getting attention every week."
Here’s what we do: Shift focus from announcements to insights. There is usually a lot that can be done if you just broaden your perspective. Why not use your customer data to find trends that can become a report? Have we been particularly successful with any customer? Do other markets have something interesting to say? The best PR is not just about what you want to say, but about what journalists need to write about right now.
2. Cliché bingo
What we hear: All presentations sound the same - everyone says they are scalable and innovative.
Here’s what we do: Conduct a message analysis (AI does this faster than ever) of your competitors. In this, we map the competitors' messages and statements, identify overlaps and find free areas. We then build narratives around business value and concrete evidence instead of generic adjectives. One customer discovered that they were the only company talking about "time to value" while everyone else focused on "easy implementation."
3. Vanity reporting
What we hear: "We received 20 mentions this month!" (But all were on obscure accounts on Twitter)
Here’s what we do: Redefine what success means. We focus on reach in the right media, share of voice compared to competitors, how the message permeates the texts, and incoming leads influenced by PR. AI tools can now link monitoring → pipeline more credibly than before. Quality beats quantity every time.
4. Thought leadership bottleneck
What we hear: "Our CEO wants to be a thought leader, but doesn’t have time to write articles."
Here’s what we do: Build an AI-enhanced workflow: interview → transcription → draft → final editing. With the right working method, it is actually possible to transform a 20-minute conversation with an executive into several signed articles, LinkedIn posts, and media quotes, without overloading busy leaders. The key is smart prompts and templates that capture their authentic voice.
5. Global vs. local dilemma
What we hear: "Our global narrative doesn’t work in local markets, but completely localized campaigns will blow the budget."
Here’s what we do: Use a hub-and-spoke model: a central story → customized locally with relevant cases, customer examples, and translated talking points. AI-assisted translation + human quality control is the perfect balance between speed and nuance.
👉 Want to know more about how we think and work? Get in touch and we’ll set up a meeting.