This week, we’re switching things up with a global outlook on b2b Tech and PR.

Our guest is Rob Ettridge, COO of Red Lorry Yellow Lorry and the founder of Convoy PR Group. Rob has helped global b2b tech brands navigate complexity, scale internationally, and adapt to a changing business and media landscape. We at Crux are thrilled to collaborate with Convoy and bring global perspective into our Nordic work. We asked Rob for a quick take on how tech PR is evolving globally, and what b2b brands should be thinking about as they navigate the rest of 2025 🔮

🎤 1.⁠ ⁠From your global perspective, how is the role of PR evolving for B2B tech companies in 2025?

We’re seeing a return to public relations in its broadest sense. For years PR has been largely (yet wrongly) associated with media relations. In today’s world, where b2b tech companies are facing business challenges from all sides, clients are recognising the value of having a tech-savvy strategic communications partner to add that high-level consultancy – for example, to manage their corporate reputation; to help them navigate through crises; and to develop creative campaigns to help them stand out from the competition. They don’t just want a media relations agency but an integrated marketing partner that can advise them on all facets of their communications.

🎤 2.⁠ ⁠What’s one trend you’re seeing across markets that comms leaders shouldn’t ignore?

The big trend that nobody can afford to overlook right now is AI. Plenty has been said about how agencies can harness AI without losing their human touch, but what about its impact for our clients' comms programs? They need to pay close attention to how AI impacts their brand visibility and lead generation efforts. According to recent data from SEOClarity, generative AI tools like ChatGPT, Gemini, and Perplexity are driving up to 30% of referral traffic. This means the recommendations these tools make are having a real impact. AI isn’t fooled by superficial tactics. It favours genuine, high-quality content. And this is precisely where PR shines. Thought leadership, expert commentary and consistent visibility in reputable sources are exactly what generative AI rewards.

🎤 3.⁠ ⁠Why are networks like Convoy increasingly relevant for clients looking to scale globally?

Clients increasingly need to be able to scale quickly and flexibly, with experienced partners they can trust – not the ‘one-size-fits-all’ factory approach of the huge multinational agency groups. The beauty of a ‘glocal’ network like Convoy is that (a) all the partners are b2b tech specialists (b) they intimately understand the nuances of their individual market and (c) they can scale up or down easily – either for a one-off project or an ongoing brand-building campaign. For a client, it removes the headache of having to deal with multiple different agencies around the world.