Sep 3, 2025
Tech companies can't afford to ignore PR
The tech industry is moving at rocket speed. New SaaS platforms are launched every week, fintech startups are raising capital, and cybersecurity companies promise the next big breakthrough. Still, many innovations remain invisible outside a narrow circle. A good product is no guarantee of a strong brand – and in B2B tech, the brand is often the difference between growing or getting stuck.
PR is the missing link. When used correctly, it makes complex technology understandable, credible, and relevant. It builds trust among investors, customers, and partners – long before they make a decision to buy or invest. And it creates the recurring visibility that ensures you not only get heard in the noise but actually stand out.
But B2B tech PR is not consumer PR. It's not about flashy campaigns or viral stunts. It's about repeated relevance: showing up time and again with insights, evidence, and stories that mean something to decision-makers.
What is B2B tech PR?
At its core, PR is about building a reputation and influencing how the world perceives you. For companies that sell technology to other businesses, that reputation must be built on facts, expertise, and results.
Unlike consumer PR, which often focuses on emotions and broad reach, B2B tech PR is focused on education and credibility. The audience is narrower and more specialized: CTOs, procurement managers, developers, investors, and regulators. They are not swayed by hype – they want to see clarity, relevance, and proof.
In short: you need to be able to translate the technical (APIs, algorithms, platforms) into the strategic (cost-effectiveness, compliance, business value). PR is the tool that makes this translation consistent and credible.
Why tech companies need PR
Sooner or later, all tech companies find themselves in the same situation: the product works, the salespeople are ready – but the market doesn't know who you are or why you matter. That's where PR fills a gap.
Credibility reduces risk. An article in Dagens Industri or a mention by an industry analyst can accomplish more than ten sales meetings.
Clarity in a messy category. PR forces messages that are comprehensible and show why you are different.
Air cover for marketing. A recognized name in the media leads to more people opening emails, clicking on ads, or booking demos.
Talent and capital. Strong PR records attract both recruits and investors.
Thus, PR is not "nice to have". It is a catalyst for growth, trust, and opportunities.
Unique challenges with B2B tech PR
PR for tech companies is not easy. Some of the most common obstacles include:
Complexity. How do you explain an AI model, an IoT network, or a payment API without losing precision or the reader?
Multiple target audiences. The CIO wants to hear one thing, the developer another, the compliance officer a third. A single message doesn’t work for everyone.
Proof requirements. Journalists and investors don’t buy grand words. They want to see numbers, customer cases, and references.
Competition. Whether you are in fintech, SaaS, or cybersecurity, the market is tight. Simply speaking louder is not enough.
Long sales cycles. PR must be built long-term. It's repeated relevance, not one-off stunts, that creates results.
AI-augmented strategies for B2B tech PR 2025 and beyond
1. Thought leadership: Make experts the voices of the industry
The most effective way to build trust is to let experts speak. In B2B tech, the audience wants to hear from those who actually know: the CEO about regulations, the CTO about security threats, the product manager about the future.
But thought leadership only works when it provides value. "We are releasing version 3.2" is uninteresting. "Here’s how new EU regulations affect your payment flows" is interesting.
How AI changes the game: With AI, you can quickly scan industry reports, policy documents, and customer dialogues to find the hottest questions. At Crux, we use AI to summarize large data sets and provide our clients with ready-made insights to comment on – in real time.
2. Messaging platform: Build a "Messaging House"
Before you go external, you need to have a clear structure internally. A Messaging House is our favorite model:
Roof: A sentence that describes who you are, for whom, and why you matter.
Pillars: 3–4 main messages, always backed by evidence.
Rooms: Adjustments for different target audiences – CIO, developer, risk manager.
We often weave the VBF model (Vision, Benefits, Features) into the messaging platform. The vision explains the big why, the benefits describe the utility for the customer, and the features are the concrete proof. This way, the messages work both inspiringly, convincingly, and reassuringly.
3. Media relations: Right impact in the right place
An article in the right medium can change your position. But it requires more than just sending out press releases. Journalists want angle, timing, and proof.
The three questions to always answer in a pitch:
Why this? Which problem in the industry are you addressing?
Why now? What makes it timely (regulation, trend, event)?
Why you? Why is your voice relevant?
AI as a tool: AI can analyze which journalists cover your area and what they are actually writing about. This allows you to target the pitch correctly from the start. But in the end, it's about relationships – AI just frees up time so you can build them.
4. Customer cases: Proof that convinces
In B2B tech, there's nothing stronger than a good customer case. "We saved 30% of delivery time" says more than "we launched a new feature."
When one of our fintech clients could show how they halved payment delays for e-commerce retailers, it resulted in both coverage in Dagens Industri and invitations to industry conferences. That's the power of concrete results.
With PR, you can transform cases into articles, speaking opportunities, or briefings for analysts. The point is to always highlight business impact, not just the technology.
AI helps scale cases: an interview can quickly turn into both a press pitch, case study, LinkedIn post, and script for a short film. One customer case = four assets.
5. Events, awards, and standing on stage
Events and awards are not superficial – they are signals of credibility. The right stage can place you side by side with market leaders.
But choose wisely. A speaking opportunity at an irrelevant event makes no difference. However, a panel with a customer at the right conference can provide both PR and sales advantages.
AI as support: By analyzing which events competitors are attending – and where opportunities exist – AI can point out where you should invest time and resources.
6. Integrate PR with SEO and marketing
Many companies see PR and marketing as two separate tracks. That's a mistake. Every PR activity can also be an SEO asset and a marketing driver.
Optimize press releases and articles for keywords (both "B2B tech PR" and "B2B-tech PR")
Repurpose coverage in newsletters, blogs, and LinkedIn
Link PR to landing pages and campaigns
At our company, we go further. We use AI to analyze competitors' messages – which words they use, what evidence they rely on – and identify untapped space where our clients can stand out. This way, PR becomes not just another message in the crowd, but a clear differentiation.
7. Measurement: What actually matters
Clipbooks do not impress the CFO. In B2B tech, PR must be linked to business results.
Focus on:
Quality of coverage: Was it in the right media, with the right message?
Digital signals: Increased direct traffic, brand searches, backlinks
Pipeline impact: Are you mentioned in RFPs, analyst reports, or inbound inquiries?
Early indicators: Engagement from priority accounts, invitations to panels, analyst meetings
AI can gather all this data in simple dashboards, so you can essentially see in real-time how PR is affecting the business.
The path to success: Repeated relevance, enhanced by AI
B2B tech PR is not about a big campaign. It’s about gradually building credibility with relevant, proven stories. The companies that succeed are the ones that show up consistently, with the right content, in the right context.
In 2025, AI will make this more scalable than ever. It speeds up research, makes content easier to reuse, and sharpens accuracy. But the core of PR is still human: insight, judgment, and relationships.
At Crux Comms, we combine both – strategic expertise, enhanced by AI. That’s how we help B2B tech companies build trust, grow faster, and own the conversation in their industry.
→ Get in touch and we'll tell you how we can accelerate your PR efforts.