About Crux

About Crux

About Crux

English

1. What is Crux Comms?

Crux Comms is a PR and communications agency specializing in B2B Tech. We help companies identify and solve their communication challenges – their “cruxes” – to increase their reputation, generate business results, and gain visibility in the right context.

We combine senior strategic advisory with AI-assisted processes. This means we use AI where it creates the most value: to analyze data, identify news opportunities, automate simpler production, and generate content drafts. Our AI tools, from ChatGPT to customized GPT agents, enhance our work without replacing human expertise.

Our goal is to create impact, not just activity. Therefore, we start with your business goals and challenges and build communication accordingly.

Crux Comms is run by Simon Wallin and Anders Berg, two experienced communications advisors with extensive experience in communication for B2B Tech companies.

2. Which companies do you work with?

We collaborate with B2B companies in fintech, proptech, SaaS, cybersecurity, regtech, cleantech, medtech, edtech, enterprise software, and other technology-driven industries.

Our clients are often in a phase of growth, transition, or repositioning, and have a need for communication that builds trust, visibility, and results. This applies to both startups on their way to becoming scale-ups and established players with complex communication challenges.

3. What does it mean to work with Crux Comms?

It is a partnership. We start by understanding your business situation and goals. Then, we design a PR framework that combines strategy and execution, which evolves over time. You get access to a team that is proactive, available, and results-oriented.

We prioritize relationship-building, not just delivery. You get access to our founders during the work, not just at pitches or kickoffs. And we set expectations in return so that you get more out of every effort.

4. How do you build long-term relationships?

Through trust, responsiveness, and concrete value. We do not work according to the “big reveal” model; instead, we build an iterative process where we regularly sync, present insights early, and fine-tune along the way.

We don't just focus on the assignment in front of us. We help you prioritize, improve what you are already doing, and find gaps that truly make a difference. And we don't lose momentum – whether in enthusiasm, response time, or proactivity.

5. How do your setups work?

We offer two main ways to work with us: Crux Advisory and Crux Flow.

Crux Advisory is our ongoing retainer for strategic PR and communication. It has a fixed monthly price and includes senior advisory, AI-assisted production, and Crux credits that can be exchanged for concrete activities such as press releases, pitches, opinion pieces, or social media content.

The subscription begins with a kickoff workshop and has a 30-day notice period. Credits can be saved over time and topped up as needed, making it easy to change pace or gather capacity for major announcements or campaigns. The setup is transparent – you know what is included, how the capacity works, and how it can be used.

Crux Flow is a project-based offering for organizations wanting to build their own AI capacity within communication. Here, we develop customized, role-based AI agents tailored to your workflows, for example for content production, analysis, or internal guidance. These projects are priced separately and can be supplemented with ongoing support and maintenance.

In addition to this, we can also help with individual communication projects – for example, a messaging framework, a thought leadership program, or strategic PR support during a launch or transition – with a clear scope and fixed price.

Read more here.

6. We have a fixed budget. Can you adapt?

Yes. Our setup is based on scalability. You choose the scope, and we adapt the deliverables within that framework, with no hidden costs. Furthermore, you can easily top up with more credits if needed. Transparent, predictable, and budget-friendly.

7. What do we actually get out of working with you?

We help you reach out, build credibility, and take a stand in the right contexts. This can involve media coverage, thought leadership, proactive crisis communication, or smarter content on LinkedIn, always focusing on impact, not just production.

8. Can you help us with one-off efforts or projects?

We believe in long-term collaborations. However, we also offer the opportunity to purchase extra credits for campaigns, events, or specific projects. This way, you can scale up temporarily without losing structure or momentum. Please read more about our collaboration models here.

9. What do you mean by "AI-assisted PR"?

It is about working smarter, not cheaper. Our AI processes help us analyze data, find angles, and automate parts of the production, allowing us to spend more time where it matters: strategy, framing, and positioning.

AI is our accelerator, but the direction always comes from us as experts.

10. “We already have ChatGPT. Why can’t we just do it ourselves?”

You can, sometimes. Generative AI tools like ChatGPT have opened up possibilities to create drafts, quick content, and ideas on your own.

But AI is only as good as the prompt it receives. It is one thing to create a text draft. It is a completely different thing to ensure that the content reflects business goals, follows the brand's tone of voice, fits the target audience, and actually breaks through the competition. And doing this consistently over time. If used incorrectly, AI risks leading to generic texts that get lost in the noise or, in the worst-case scenario, damage credibility.

Beyond that, professional use of AI involves more than just generation:

  • It requires structured processes that ensure quality and messaging over time.

  • It requires continuous updating of knowledge about AI's limitations, risks, and new opportunities.

  • It requires control, so that AI becomes an reinforcement of your strategy, not an ad hoc activity where every draft takes on a life of its own.

At Crux Comms, we use AI strategically: to speed up the right things, maintain high precision, and create better insights – not just more content. The difference lies in our experience in guiding AI work toward actual business impact.

11. Does AI replace your advisors?

No, AI can never replace strategy, creative height, or intuition. It is a tool, not a solution. For us, AI is always subordinate to expertise. Never the other way around.

12. How do you handle data when using AI?

We operate according to the principles: no data training, no sensitive data, no uncertainty. All information we handle is processed responsibly and in accordance with GDPR, and our Enterprise clients can choose European data storage.

AI solutions built on your material (strategies, old press releases, etc.) are trained locally and in isolation. Nothing you give us is used to improve public models or shared further. You retain control. Always. Read more here on how we handle data issues and AI.

13. Can you also help us in the Nordics and/or globally?

Yes! We have extensive experience working across the entire Nordic and Baltic region (Sweden, Finland, Denmark, Norway, Estonia, Latvia, and Lithuania).

Furthermore, we are members of the global networks Convoy and Hotwire. They are both specialized in B2B Tech just like we are. Through our experience, wide network of contacts, and these collaborations, we can deliver both coordinated Nordic initiatives and global campaigns, always adapted to local market conditions and cultural differences.

14. What is the difference between PR for B2B and B2C?

PR for B2B is essentially about building credibility, establishing trust, and supporting business decisions. This means reaching decision-makers, technical specialists, purchasing departments, and investors with content that is relevant, data-driven, and business-focused.

B2C PR often has a different purpose – to generate broad awareness, drive emotional connection, and build brand recognition. There, rapid campaigns, influencer impact, and lifestyle content are more common. We at Crux specialize in PR for B2B tech, where the processes are longer, the content is more complex, and the impact must be measured in more than just reach.

15. How do you work with thought leadership?

Thought leadership is a key tool in B2B PR – especially when products are complex and sales cycles are long. We help our clients take ownership of relevant industry issues through smart content, relevant spokespeople, and a long-term approach to visibility.

This can involve opinion pieces, commentary on reports, LinkedIn presence, or being available to the right media at the right time. Always starting from your business goals and messages – not just what is trending right now.

Additionally, with our AI-assisted processes, we can find news angles, opportunities, and channels where thought leadership truly takes hold much faster.

16. What results can we expect?

It depends on your goals – but we always focus on concrete impact rather than activity. For some, it is about media coverage and increased visibility. For others, the goal is to build trust with investors, attract talent, or strengthen their position in a new market.

We often see results in the form of:

• Coverage in trade and business media

• Increased presence in key discussions

• A clearer position relative to competitors

• Stronger digital content that converts

Most importantly: you know what you are getting, why it is being done, and how it connects to your business.

17. How quickly do you see results from PR?

It depends on your goals and your starting point. Some activities, like media coverage or LinkedIn content, can have an immediate effect. Others, like building thought leadership or a new brand narrative, take more time.

We usually say that PR is a combination of a sprint and a marathon. In our setups, we therefore work with both quick-win activities and long-term positioning – so that you see results early but build value over time.

Want to see examples? Feel free to read our cases or ask us to tell you more.

18. What is the difference between PR and B2B communication?

PR is an important part of B2B communication, but it is not the whole picture. PR is primarily about creating visibility in external channels, especially in the media, through press releases, spokespeople, and news angles. B2B communication encompasses this but also includes messaging frameworks, internal communication, content strategy, social media, channel selection, and long-term positioning.

At Crux Comms, we work with both PR and strategic communication in integrated processes. This means that our efforts do not only lead to visibility but also build trust, strengthen the brand, and support your business goals over time.

19. Who is behind Crux Comms?

Crux Comms was founded by Simon Wallin and Anders Berg, two experienced advisors with backgrounds in leading roles in PR for tech companies. They actively run the agency, are present in every project, and are passionate about building smarter, more effective communication through the interplay of AI and experience.

1. What is Crux Comms?

Crux Comms is a PR and communications agency specializing in B2B Tech. We help companies identify and solve their communication challenges – their “cruxes” – to enhance their reputation, generate business results, and be visible in the right context.

We combine senior strategic advisory with AI-supported processes. This means we use AI where it creates the most value: to analyze data, identify news opportunities, automate simpler production, and generate content drafts. Our AI tools, from ChatGPT to customized GPT agents, enhance our work, without replacing human expertise.

Our goal is to create impact, not just activity. Therefore, we start with your business goals and challenges and build communication accordingly.

Crux Comms is run by Simon Wallin and Anders Berg, two experienced communication advisors with extensive experience in communication for B2B Tech companies.

2. Which companies do you work with?

We collaborate with B2B companies within fintech, proptech, SaaS, cybersecurity, regtech, cleantech, medtech, edtech, enterprise software, and other technology-driven industries.

Our clients are often in growth, transition, or repositioning phases and need communication that builds trust, visibility, and results. This applies to both startups on their way to scaling up and established players with complex communication challenges.

3. What does it mean to work with Crux Comms?

It is a partnership. We start by understanding your business situation and your goals. Then, we design a PR setup that combines strategy and execution, evolving over time. You get access to a team that is proactive, accessible, and results-oriented.

We prioritize relationship building, not just delivery. You get access to our founders in the daily work – not just at the pitch or kickoff. And we place demands in return so that you get more out of every effort.

4. How do you build long-term relationships?

Through trust, responsiveness, and concrete value. We do not work according to the “big reveal” model; instead, we build an iterative process where we regularly check in, present insights early, and fine-tune along the way.

We don't just focus on the task in front of us. We help you prioritize, improve what you are already doing, and find gaps that truly make a difference. And we don't lose momentum – neither in enthusiasm, response time, nor proactivity.

5. How do your offerings work?

We offer two main ways to work with us: Crux Advisory and Crux Flow.

Crux Advisory is our ongoing retainer for strategic PR and communication. It has a fixed monthly price and includes senior advisory, AI-assisted production, as well as Crux credits that can be exchanged for concrete activities such as press releases, pitches, op-eds, or social media content.

Onboarding: The retainer starts with a kickoff workshop and has a 30-day notice period. Credits can be saved over time and topped up as needed, making it easy to shift pace or gather capacity for major announcements or campaigns.

Crux Flow is a project-based offering for organizations wanting to build their own AI capacity in communication. Here we develop customized, role-based AI agents tailored to your workflows, for example for content production, analysis, or internal guidance. These projects are priced separately and can be complemented with ongoing support and maintenance.

We can also help with an individual communication project, such as a platform, campaign, or a thought leadership program at a fixed price.

You can save credits, top up as needed, or pool them ahead of campaigns. Everything is transparent – you know what you get, what it costs, and how you can use it.

6. We have a fixed budget. Can you adapt?

Yes. The model is built on scalability. You choose the scope, and we adapt the deliverables within that framework, with no hidden costs. In addition, you can easily top up with more credits if needed. Transparent, predictable, and budget-friendly.

7. What do we actually get out of working with you?

We help you reach out, build credibility, and take center stage in the right contexts. This can involve media coverage, thought leadership, proactive crisis communication, or smarter content on LinkedIn, always focusing on impact, not just production.

8. Can you help us with one-off efforts or projects?

We believe in long-term collaborations. However, we also offer the option to purchase extra credits for campaigns, events, or specific projects. This way, you can scale up temporarily without losing structure or momentum.

9. What do you mean by ”AI-supported PR”?

It is about working smarter, not cheaper. Our AI processes help us analyze data, find angles, and automate parts of the production so that we can spend more time where it matters: strategy, framing, and positioning.

AI is our accelerator, but the direction always comes from us as experts.

10. “We already have ChatGPT. Why can’t we just do it ourselves?”

You can, sometimes. Generative AI tools like ChatGPT have opened up possibilities to create drafts, quick content, and ideas yourself.

But AI is only as good as the instructions it receives. It is one thing to create a text draft. It is a completely different thing to ensure that the content reflects business goals, follows the brand's tone of voice, fits the target audience, and actually breaks through the competition. And doing this consistently over time. Used incorrectly, AI risks leading to generic texts that get lost in the noise or, in the worst case, damage your credibility.

Beyond that, professional use of AI is about more than just generation:

  • It requires structured processes that ensure quality and messaging over time.

  • It requires continuous updating of knowledge regarding AI's limitations, risks, and new opportunities.

  • It requires control, so that AI becomes an reinforcement of your strategy, not an ad hoc activity where every draft lives its own life.

At Crux Comms, we use AI strategically: to speed up the right things, maintain high precision, and create better insights – not just more content. The difference lies in our experience in guiding AI work toward actual business impact.

11. Does AI replace your advisors?

No, AI can never replace strategy, creative heights, or intuition. It is a tool, not a solution. For us, AI is always subordinate to expertise. Never the other way around.

12. How do you handle data when using AI?

We work according to the principles: no data training, no sensitive data, no uncertainty. All information we handle is processed responsibly and in accordance with GDPR, and our Enterprise clients can choose European data storage.

AI solutions built on your material (strategies, old press releases, etc.) are trained locally and in isolation. Nothing you give us is used to improve public models or shared further. You retain control. Always.

13. Can you also help us in the Nordics and/or globally?

Yes! We have extensive experience working across the entire Nordic and Baltic regions (Sweden, Finland, Denmark, Norway, Estonia, Latvia, and Lithuania).

Additionally, we are members of the global networks Convoy and Hotwire. They both specialize in B2B Tech just like we do. Through our experience, wide network of contacts, and these collaborations, we can deliver both coordinated Nordic initiatives and global campaigns, always tailored to local market conditions and cultural differences.

14. What is the difference between PR for B2B and B2C?

PR for B2B is fundamentally about building credibility, creating trust, and supporting business decisions. This means reaching decision-makers, technical specialists, buyers, and investors with content that is relevant, data-driven, and closely tied to the business.

B2C PR often has a different purpose – to create broad awareness, drive emotional connection, and build brand recognition. There, rapid campaigns, influencer effects, and lifestyle content are more common. We at Crux specialize in PR for B2B tech, where processes are longer, content is more complex, and impact must be measured in more than just reach.

15. How do you work with thought leadership?

Thought leadership is a key tool in B2B PR – especially when products are complex and sales cycles are long. We help our clients take ownership of relevant industry issues through smart content, relevant spokespeople, and a long-term approach to visibility.

This can include op-eds, report commentaries, LinkedIn presence, or being available for the right media at the right time. Always starting from your business goals and messages – not just what is trending right now.

With our AI-supported processes, we can also more quickly find news hooks, angles, and channels where thought leadership truly takes hold.

16. What results can we expect?

It depends on your goals – but we always focus on concrete impact rather than activity. For some, it is about media coverage and increased visibility. For others, the goal is to build trust with investors, attract talent, or strengthen their position in a new market.

We often see results in the form of:

• Coverage in trade and business media

• Increased presence in key industry discussions

• A clearer position relative to competitors

• Stronger digital content that converts

Most importantly: you know what you get, why it is being done, and how it connects to the business.

17. How quickly do you see results from PR?

It depends on what your goals are and your current starting point. Some activities, like media coverage or LinkedIn content, can yield immediate results. Others, like building thought leadership or a new brand narrative, take longer.

We like to say that PR is a combination of a sprint and a marathon. In our setups, we therefore work with both quick wins and long-term positioning – so that you see results early but build value over time.

Would you like to see examples? Feel free to read our cases or ask us to tell you more.

18. What is the difference between PR and B2B communication?

PR is an important part of B2B communication, but it is not the whole picture. PR is primarily about creating visibility in external channels, especially in the media, through press releases, spokespeople, and news angles. B2B communication encompasses this but also includes messaging platforms, internal communication, content strategy, social media, channel selection, and long-term positioning.

At Crux Comms, we work with both PR and strategic communication in integrated processes. This means our efforts do not just lead to visibility, but build trust, strengthen the brand, and support your business goals over time.

19. Who is behind Crux Comms?

Crux Comms was founded by Simon Wallin and Anders Berg, two experienced advisors with backgrounds in leading roles within PR for tech companies. They actively run the agency, are present in every account, and are passionate about building smarter, more efficient communication through the interplay of AI and experience.

1. What is Crux Comms?

Crux Comms is a PR and communications agency specializing in B2B Tech. We help companies identify and solve their communication challenges – their "cruxes" – to increase their reputation, generate business results, and appear in the right context.

We combine senior strategic advisory with AI-supported processes. This means we use AI where it adds the most value: to analyze data, identify news opportunities, automate simpler production, and generate content drafts. Our AI tools, from ChatGPT to customized GPT agents, enhance our work without replacing human expertise.

Our goal is to create impact, not just activity. That is why we start with your business goals and challenges and build communication accordingly.

Crux Comms is run by Simon Wallin and Anders Berg, two experienced communications advisors with extensive experience in communication for B2B Tech companies.


2. What kind of companies do you work with?

We collaborate with B2B companies in fintech, proptech, SaaS, cybersecurity, regtech, cleantech, medtech, edtech, enterprise software, and other technology-driven industries.

Our clients are often in growth, transition, or repositioning phases and need communication that builds trust, visibility, and results. This applies to both startups on their way to becoming scale-ups and established players with complex communication challenges.


3. What does it mean to work with Crux Comms?

It is a partnership. We start by understanding your business situation and your goals. Then, we design a PR plan that combines strategy and execution, which evolves over time. You get access to a team that is proactive, accessible, and results-oriented.

We prioritize relationship-building, not just delivery. You get access to our founders in the daily work – not just during the pitch or kickoff. And we place demands in return so that you get more out of every effort.


4. How do you build long-term relationships?

Through trust, responsiveness, and concrete value. We do not work according to the "big reveal" model, but build an iterative process where we regularly check in, present insights early, and fine-tune along the way.

We do not focus solely on the assignment in front of us. We help you prioritize, improve what you are already doing, and find gaps that truly make a difference. And we do not lose momentum – whether in enthusiasm, response time, or proactivity.


5. How do your setups work?

We offer two main ways of working with us: Crux Advisory and Crux Flow.

Crux Advisory is our ongoing subscription for strategic PR and communication. It has a fixed monthly price and includes senior advisory, AI-supported production, and Crux credits that can be exchanged for concrete activities like press releases, pitches, opinion pieces, or social media content.

Onboarding: The subscription begins with an onboarding workshop and has a 30-day notice period. Credits can be rolled over and topped up as needed, making it easy to change pace or gather capacity ahead of major launches or campaigns.

Crux Flow is a project-based offering for organizations looking to build their own AI capacity in communication. Here, we develop customized, role-based AI agents tailored to your workflows, for example, for content production, analysis, or internal guidance. These projects are priced separately and can be complemented with ongoing support and maintenance.

We can also help with an individual communications project, such as a platform, campaign, or a thought leadership program at a fixed price.

You can save credits, top up as needed, or pool them for campaigns. Everything is transparent – you know what you get, what it costs, and how you can use it.


6. We have a fixed budget. Can you adapt?

Yes. The model is built on scalability. You choose the scope, and we adapt the deliverables within that framework, with no hidden costs. Furthermore, you can easily top up with more credits if needed. Transparent, predictable, and budget-friendly.


7. What do we actually get out of working with you?

We help you reach out, build credibility, and take center stage in the right context. This can involve media coverage, thought leadership, proactive crisis communication, or smarter content on LinkedIn, always focusing on impact, not just production.


8. Can you help us with one-off efforts or projects?

We believe in long-term partnerships. However, we also offer the option to purchase extra credits for campaigns, events, or specific projects. This way, you can temporarily scale up without losing structure or momentum.


9. What do you mean by "AI-supported PR"?

It is about working smarter, not cheaper. Our AI processes help us analyze data, find angles, and automate parts of the production so that we can spend more time where it matters: strategy, angling, and positioning.

AI is our accelerator, but the direction always comes from us as experts.


10. “We already have ChatGPT. Why can't we just do it ourselves?”

You can, sometimes. Generative AI tools like ChatGPT have opened up possibilities to create drafts, quick content, and ideas yourself.

But AI is only as good as the prompt it receives. Creating a text draft is one thing. Ensuring that the content reflects business goals, follows the brand's tone of voice, fits the target audience, and actually breaks through the competition is quite another. And doing this consistently over time. Used incorrectly, AI risks producing generic texts that disappear in the noise or, in the worst case, damage your credibility.

Beyond that, professional use of AI is about more than just generation:

  • It requires structured processes that ensure quality and messaging over time.

  • It requires continuous updating of knowledge regarding AI's limitations, risks, and new opportunities.

  • It requires control, so that AI becomes an extension of your strategy, not an ad-hoc activity where every draft takes on a life of its own.

At Crux Comms, we use AI strategically: to speed up the right things, maintain high precision, and generate better insights – not just more content. The difference lies in our experience in steering AI work toward actual business impact.


11. Does AI replace your advisors?

No, AI can never replace strategy, creative height, or intuition. It is a tool, not a solution. With us, AI is always subordinate to expertise. Never the other way around.


12. How do you handle data when using AI?

We work according to the principles of: no data training, no sensitive data, no uncertainty. All information we handle is treated responsibly and in accordance with GDPR, and our Enterprise clients can choose European data storage.

AI solutions built on your material (strategies, old press releases, etc.) are trained locally and in isolation. Nothing you give us is used to improve public models or shared further. You retain control. Always.


13. Can you also help us in the Nordics and/or globally?

Yes! We have extensive experience working across the entire Nordic and Baltic regions (Sweden, Finland, Denmark, Norway, Estonia, Latvia, and Lithuania).

Additionally, we are members of the global networks Convoy and Hotwire. They are both specialized in B2B Tech, just like us. Through our experience, broad network of contacts, and these partnerships, we can deliver both coordinated Nordic initiatives and global campaigns, always adapted to local market conditions and cultural differences.


14. What is the difference between PR for B2B and B2C?

PR for B2B is essentially about building credibility, establishing trust, and supporting business decisions. It involves reaching out to decision-makers, technical specialists, procurement, and investors with content that is relevant, data-driven, and business-focused.

B2C PR often has a different purpose – to generate broad awareness, drive emotional connection, and build brand recognition. There, rapid campaigns, influencer impact, and lifestyle content are more common. We at Crux specialize in PR for B2B tech, where the sales cycles are longer, the content is more complex, and the impact must be measured in more than just reach.

15. How do you work with thought leadership?

Thought leadership is a key tool in B2B PR – especially when products are complex and sales cycles are long. We help our clients take ownership of relevant industry topics through smart content, relevant spokespeople, and a long-term plan for visibility.

This can include opinion pieces, commentary on industry reports, LinkedIn presence, or being available to the right media at the right time. Always starting from your business goals and messaging – not just what is trending right now.

With our AI-supported processes, we can also more quickly identify news opportunities, angles, and channels where thought leadership truly takes hold.

16. What results can we expect?

It depends on your goals – but we always focus on concrete impact rather than activity. For some, it is about media coverage and increased visibility. For others, the goal is to build trust with investors, attract talent, or strengthen their position in a new market.

We often see results in the form of:

• Features in trade and business media

• Increased presence in key industry discussions

• A clearer position against competitors

• Stronger digital content that converts

Most importantly: you know what you get, why it is being done, and how it connects to your business.

17. How quickly do you see results from PR?

It depends on your goals and your starting point. Some activities, like media coverage or LinkedIn content, can yield immediate results. Others, like building thought leadership or a new brand narrative, take more time.

We usually say that PR is a combination of sprints and a marathon. In our setups, we therefore work with both quick-win activities and long-term positioning – so that you see results early but build value over time.

Want to see examples? Feel free to read our cases or ask us to tell you more.

18. What is the difference between PR and B2B communication?

PR is an important part of B2B communication, but it is not the whole picture. PR focuses mainly on gaining visibility in external channels, particularly in the media, through press releases, spokespeople, and news angles. B2B communication encompasses this but also includes messaging platforms, internal communication, content strategy, social media, channel selection, and long-term positioning.

At Crux Comms, we work with both PR and strategic communication in integrated processes. This means that our efforts do not just lead to visibility, but build trust, strengthen the brand, and support your business goals over time.


19. Who is behind Crux Comms?

Crux Comms was founded by Simon Wallin and Anders Berg, two experienced advisors with backgrounds in leading roles in PR for tech companies. They actively run the agency, are present in every project, and are passionate about building smarter, more effective communication by combining AI and experience.