Our view on PR and
communication for
B2B Tech
Our view on PR and
communication for
B2B Tech
Our view on PR and
communication for
B2B Tech
At Crux Comms, we help tech companies in B2B reach out with the right message,
faster, clearer, and more consistently. We call it B2B Tech PR –
where strategic expertise meets AI-supported processes for higher efficiency and quality.
At Crux Comms, we help tech companies in B2B to reach out with the right message – faster, clearer, and more consistently. We call it B2B Tech PR: where strategic expertise meets AI-supported processes for higher efficiency and quality.
At Crux Comms, we help B2B Tech companies convey the right message –
faster, clearer, and more consistently. We call it B2B Tech PR: where strategic expertise meets AI-supported processes for higher efficiency and quality.
What is B2B Tech PR?
What is B2B Tech PR?
B2B Tech requires a different type of communication. It is not just about creating the most attention but about building trust, clarity, and long-term relationships in complex markets.
B2B Tech PR is about explaining the difficult in a way that feels obvious.
While traditional PR focuses on reach and sentiment, B2B Tech PR is more about credibility, relevance, and business impact.
This means that:
The messages must be technically correct but also understandable.
The communication should support the sales cycle, not just the brand.
And all content should build expert positioning and trust over time.
In short: B2B Tech PR translates complex technology into business benefits.
B2B Tech requires a different type of communication. It’s not just about creating the most attention, but about building trust, clarity, and long-term relationships in complex markets.
B2B Tech PR is about explaining the difficult in a way that feels obvious.
While traditional PR focuses on reach and sentiment, B2B Tech PR is more about credibility, relevance, and business impact.
This means that:
The messages must be technically correct but also understandable.
The communication should support the sales cycle, not just the brand.
And all content should build expertise and trust over time.
In short: B2B Tech PR translates complex technology into business value.
B2B Tech requires a different type of communication. It's not just about creating the most attention, but about building trust, clarity, and long-term relationships in complex markets.
B2B Tech PR is about explaining the difficult in a way that feels obvious.
While traditional PR focuses on reach and sentiment, B2B Tech PR is more about credibility, relevance, and business impact.
This means that:
The messages must be technically accurate yet understandable.
The communication should support the sales cycle, not just the brand.
And all content should build expertise and trust over time.
In short: B2B Tech PR translates complex technology into business benefit.
How does B2B Tech PR differ from traditional PR?
How does B2B Tech PR differ from traditional PR?
Traditional PR
Builds awareness and emotion
Targets a wide audience
Driven by storytelling and culture
Focus on brand identity
Traditional PR
Builds awareness
and emotion
Targets a
wide audience
Driven by storytelling and culture
Focus on brand identity
Traditional PR
Builds awareness and sentiment
Targets a broad audience
Driven by storytelling and culture
Focus on brand identity
B2B Tech PR
Builds trust and understanding
Targets decision-makers,
users, investors, etc.
Driven by facts, insights, and expertise
Focus on business relevance and ROI
B2B Tech PR
Building trust and understanding
Targeting decision-makers, users, investors, etc.
Driven by facts, insights, and expertise
Focus on business relevance and ROI
B2B Tech PR
Builds trust and understanding
Targets decision-makers, users,
investors, etc.
Driven by facts, insights, and expertise
Focus on business relevance and ROI
What do you say when everyone else says the same thing?
What do you say when everyone else says the same thing?
The technology is developing faster than the language can keep up. New solutions, new concepts but the same fundamental question: why does this matter for the business?
In a time when everyone claims to be innovative, something more is required. Clarity, pace, and trust are needed. And someone who helps you find your way of communicating that is relevant yet distinctive.
AI is also changing how communication is created, produced, and used. This increases the opportunities but also heightens the demands. Those who succeed in combining strategy, human experience, and AI support will gain a real advantage. We are convinced of that.
Technology is developing faster than language can keep up. New solutions, new concepts but the same fundamental question: why does this matter for the business?
In a time where everyone claims to be innovative, something more is required. Clarity, pace, and trust are needed. And someone to help you find your way to communicate that is relevant yet distinctive.
AI is also changing how communication is created, produced, and utilized. This increases the possibilities but also raises the demands. Those who can successfully combine strategy, human experience, and AI support will gain a real advantage. We are convinced of that.
Sector we know and have experience in
Sector we know and have experience in
We work with companies that develop, enable, or accelerate technology, whether it is about changing how we pay, protect data, or build the communities of the future. Here are some of the areas where we have particular experience and expertise:
Fintech. Payments, tokenization, banking-as-a-service, and digital financial solutions.
SaaS and software platforms. Product communication, launches, and thought leadership.
Cybersecurity. Risk communication, news jacking, and positioning around security innovations.
Medtech & Healthtech. Technology that improves care, health, and quality of life.
Industrial & PropTech. Connected environments, sustainable properties, and smart production solutions.
AI & Data Analytics. Applied intelligence, automation, and advanced data analysis.
Cleantech & EnergyTech. Climate innovations, mobility, energy storage, and green technology for industry and society.
Telecom & Connectivity. IoT, 5G, and secure communication in critical infrastructure.
Regardless of the vertical, our clients share the common trait of operating in complex, technology-driven contexts where clear communication is crucial for trust, growth, and positioning. Here, you can see some of our cases.
We work with companies that develop, enable, or accelerate technology, whether it involves changing how we pay, protect data, or build the communities of the future. Some of the areas where we have specific experience and expertise:
Fintech. Payments, tokenization, banking-as-a-service, and digital financial solutions.
SaaS and software platforms. Product communication, launches, and thought leadership.
Cybersecurity. Risk communication, news jacking, and positioning around security innovations.
Medtech & Healthtech. Technology that improves care, health, and quality of life.
Industrial & PropTech. Connected environments, sustainable properties, and smart production solutions.
AI & Data Analytics. Applied intelligence, automation, and advanced data analysis.
Cleantech & EnergyTech. Climate innovations, mobility, energy storage, and green technology for industry and society.
Telecom & Connectivity. IoT, 5G, and secure communication in critical infrastructure.
Regardless of the vertical, our clients have in common that they operate in complex, technology-driven contexts where clear communication is crucial for trust, growth, and positioning. Here you can see some of our cases.
Our way of working: The Crux Way
Our way of working: The Crux Way
At Crux Comms, we combine strategic consulting with AI-supported processes to deliver communication that is:
Consistent: the same message across all channels
Effective: fast production without losing quality
Results-driven: measurable impact on brand and business
We always start with a strategic foundation:
Positioning and messaging. The core narrative that everything is built upon
Data-driven basis. Insights, monitoring, and analysis based on data
AI + expertise. Technology enhances the consulting, it does not replace it
The result is communication that scales, yet still feels human.
Fast when needed. Strategic when it counts.
Read more about our subscriptions and working methods here.
At Crux Comms, we combine strategic consulting with AI-supported processes to deliver communication that is:
Consistent: the same message across all channels
Effective: fast production without losing quality
Results-driven: measurable impact on brand and business
We always start with a strategic foundation:
Positioning and messaging. The fundamental story that everything is based on
Data-driven material. Insights, monitoring, and analysis based on data
AI + expertise. Technology enhances consulting, it does not replace it
The result is communication that scales but still feels human.
Fast when needed. Strategic when it matters.
Read more about our subscriptions and working methods here.