English

B2B Tech PR

PR and communication agency for B2B tech companies

PR and communication agency for B2B tech companies

Crux Comms is a PR and communications agency for B2B tech companies based in Stockholm. We work with communication strategy, media relations, thought leadership, and content for tech companies that sell to other businesses. Read more about us and our offering.

Crux Comms is a PR and communications agency for B2B tech companies based in Stockholm. We work with communication strategy, media relations, thought leadership, and content for tech companies that sell to other businesses. Read more about us and our offering.

Platshållarbild för kommande sektorsbild

What is different about PR for B2B tech?

What is different about PR for B2B tech?

The decision is made by a group, not by a single buyer. The CIO, finance, security, and purchasing are involved over months or years, which makes broad awareness less valuable than being the familiar and credible alternative when a few people start looking. Mass media, therefore, rarely carries the most weight. Trade press, analysts, partners, and nowadays also AI services matter more, and an article that a salesperson can forward is often worth more than a headline in the daily press.

Credibility must be earned. The buyers and journalists know the industry and see through spin quickly, so what works is proprietary data, clear standpoints, and spokespeople who truly know the subject. Often the founder or the CTO, because in practice, it is their judgment that is being bought. The product is rarely visible and releases are rarely news in themselves, so the work lies in translating technology into business impact and creating newsworthiness from ideas and research.

If you want to know more about how we view B2B Tech PR, feel free to read our complete guide to B2B Tech PR.

The decision is made by a group, not by a single buyer. The CIO, finance, security, and purchasing are involved over months or years, which makes broad awareness less valuable than being the familiar and credible alternative when a few people start looking. Mass media, therefore, rarely carries the most weight. Trade press, analysts, partners, and nowadays also AI services matter more, and an article that a salesperson can forward is often worth more than a headline in the daily press.

Credibility must be earned. The buyers and journalists know the industry and see through spin quickly, so what works is proprietary data, clear standpoints, and spokespeople who truly know the subject. Often the founder or the CTO, because in practice, it is their judgment that is being bought. The product is rarely visible and releases are rarely news in themselves, so the work lies in translating technology into business impact and creating newsworthiness from ideas and research.

If you want to know more about how we view B2B Tech PR, feel free to read our complete guide to B2B Tech PR.

What we can help with

What we can help with

Strategy and messaging

Strategy and messaging

Most companies have a good description of what they do and a poorer one of why anyone should care. We start by sorting out what position you should take, which issues you should own, and how to formulate this for both technical and non-technical readers without becoming two different stories. This is the part that determines what everything else will then be filled with.

Most companies have a good description of what they do and a poorer one of why anyone should care. We start by sorting out what position you should take, which issues you should own, and how to formulate this for both technical and non-technical readers without becoming two different stories. This is the part that determines what everything else will then be filled with.

Media relations and press work

Media relations and press work

The trade press in the Nordic region is small, often with just one journalist per title and beat. In this environment, relationships matter more than the pitch. We write and distribute press releases, pitch ongoingly, and keep contacts warm, even during the months you have nothing to say. We work in Swedish, Danish, Norwegian, and English.

Thought leadership and content

Thought leadership and content

Product news is only enough for a couple of articles a year. Then you run out. We develop content that can be revisited: commentary and columns under your experts' names, our own observations from the customer base, and surveys and figures with a clear methodology. Usually something short and recurring, not a major annual report.

Spokespersons and media training

Spokespersons and media training

Your experts are rarely quoted because no one in the newsrooms knows they exist. We decide who speaks on what, prepare them for interviews, and ensure they are available when an issue becomes current. This is how a name becomes known before it is sought after.

At home in Sweden and the Nordic region

At home in Sweden and the Nordic region

Sweden is our home market and the one we know most deeply. Denmark, Norway, and Finland have their own media and their own relationships, so we work directly where possible and with local partners where required. Outside the Nordics, we operate through Convoy and Hotwire, two global networks specializing in B2B tech. You always have a single point of contact with us.

Sweden is our home market and the one we know most deeply. Denmark, Norway, and Finland have their own media and their own relationships, so we work directly where possible and with local partners where required. Outside the Nordics, we operate through Convoy and Hotwire, two global networks specializing in B2B tech. You always have a single point of contact with us.

Platshållarbild för kommande sektorsbild

Cases

Cases

FAQ

FAQ

What does a B2B tech PR agency do?

How much does it cost to hire a B2B tech PR agency?

Do you work across the entire Nordic region?

Do we need our own communications department?

Ready to get started?

Ready to get started?

Book a free meeting – and we will find the right setup for your communication needs.

Contact us