About Crux
About Crux
About Crux
1. What is Crux Comms?
Crux Comms is a PR and communications agency specialized in B2B Tech. We help companies identify and solve their communication challenges – their "cruxes" to enhance their reputation, create business results, and appear in the right contexts.
We combine senior strategic advice 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 tailored GPT agents, enhance our work, without replacing human expertise.
Our goal is to create impact, not just activity. That’s why we base our work on your business goals and challenges, building communication accordingly.
Crux Comms is led 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 in fintech, proptech, SaaS, cybersecurity, regtech, cleantech, medtech, edtech, enterprise software, and other tech-driven industries.
Our clients are often in 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 scale-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 goals. Then we design a PR setup that combines strategy and execution, and that evolves over time. You gain access to a team that is proactive, available, and results-oriented.
We prioritize relationship-building, not just delivery. You have access to our founders throughout the process, not just at the pitch or kickoff. And we push back to ensure you get more out of each effort.
4. How do you build long-term relationships?
Through trust, responsiveness, and tangible value. We do not operate according to a “big reveal” model, but build an iterative process where we regularly check in, present insights early, and fine-tune along the way.
We don’t only focus on the task at hand. 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 subscriptions work?
We offer three subscription levels as well as the option to work with us on a project basis. All subscriptions have a fixed monthly cost, clear content, and include both strategy, AI-supported production, and Crux credits that can be redeemed for specific activities.
Pilot: For companies looking to try a new way of working with PR. You get strategy, advice, and two credits, without a long commitment period. Perfect for startups or curious companies.
Basic: Our standard model for companies with recurring PR needs. Includes advice, news monitoring, and three credits each month, sufficient to maintain a steady and relevant presence.
Scale: For companies with a rapid pace or complex communication. You receive more advice, more credits, executive profiling, and a tailored GPT agent that strengthens both strategy and production.
We can also assist with an individual communication project, such as a platform, campaign, or a thought leadership program for a fixed price.
You can save credits, top up as needed, or accumulate for campaigns. Everything is transparent – you know what you get, what it costs, and how to use it.
6. We have a fixed budget. Can you adapt?
Yes. The subscription model is based on scalability. You choose the level, and we adapt the deliveries within that framework, with no hidden costs. Additionally, you can easily top up with more credits if needed. Transparent, predictable, and budget-friendly.
7. What do we really get out of working with you?
We help you reach out, build credibility, and take up space in the right contexts. This could 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 individual efforts or projects?
We believe in long-term collaborations. But we also offer the possibility to purchase additional credits for campaigns, events, or special projects. In this way, you can scale up temporarily without losing structure or momentum. Please feel free to read more about our collaboration forms here.
9. What do you mean by “AI-supported PR”?
It’s about working smarter, not cheaper. Our AI processes help us analyze data, find angles, automate parts of production, so we can spend more time where it matters: strategy, framing, 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 opportunities to create drafts, quick content, and ideas by yourself.
But AI is only as good as the instruction it receives. It’s one thing to create a text draft. It’s a whole other to ensure that the content reflects business goals, follows brand tonalities, fits the target audience, and actually breaks through the competition. And to do this consistently over time. Misused, AI risks leading to generic texts that get lost in the noise or, in the worst case, damage credibility.
Moreover, 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 about AI's limitations, risks, and new opportunities.
It requires control, so that AI becomes a 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 directing AI work towards actual business impact.
11. Does AI replace your advisors?
No, AI can never replace strategy, creative altitude, 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 operate according to the principles: no data training, no sensitive data, no uncertainty. All information we handle is treated responsibly and according to GDPR, and our enterprise clients can choose European data storage.
AI solutions that build on your materials (strategies, old press releases, etc.) are trained locally and in isolation. Nothing you provide us is used to improve models or shared further. You retain control. Always. Read more here about how we manage data issues and AI.
13. Can you also help us in the Nordics and/or globally?
Yes! We have extensive experience working throughout the Nordics and the Baltics (Sweden, Finland, Denmark, Norway, Estonia, Latvia, and Lithuania).
Additionally, we are members of the global networks Convoy and Hotwire. Both specialize in B2B Tech just like we do. Through our experience, broad network, 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 fundamentally involves building credibility, creating trust, and supporting business decisions. This means reaching out to decision-makers, technical specialists, procurement, and investors with content that is relevant, data-driven, and close to business.
B2C PR often has a different purpose – to create broad attention, drive emotional connection, and build brand awareness. There, quick 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 the impact must be measured in more than just reach.
15. How do you work with thought leadership?
Thought leadership is a central 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 spokespersons, and a long-term plan for visibility.
This can involve columns, report comments, LinkedIn presence, or being available to the right media at the right time. Always based on your business goals and messages – not just what’s trending right now.
With our AI-supported processes, we can also faster find news opportunities, angles, and channels where thought leadership truly gains traction.
16. What results can we expect?
It depends on your goals – but we always focus on concrete impact rather than activity. For some, it’s about media coverage and increased visibility. For others, the goal is to build trust among investors, attract talent, or strengthen position in a new market.
We often see results in the form of:
• Rewrites in industry and business media
• Increased presence in important discussions
• Clearer positioning against competitors
• Stronger digital content that converts
Most importantly: you know what you get, why it’s done, and how it connects to business.
17. How quickly can you see results from PR?
It depends on what goals you have and what current situation you are starting from. Some activities, like media coverage or LinkedIn content, can have an immediate effect. Others, like building thought leadership or a new brand narrative, take longer.
We often say that PR is a combination of sprint and marathon. In our subscriptions, we therefore work with both quick activities and long-term positioning – so you see results early, but build value over time.
Want to see examples? Please 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’s not the whole picture. PR primarily concerns creating visibility in external channels, especially in media, through press releases, spokespersons, 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 not only 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 lead the agency, are present in every project, and are passionate about building smarter, more effective communication with the help of AI and experience in interplay.
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 "crux" to enhance their reputation, create business results, and be seen in the right contexts.
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 custom GPT agents, enhance our work without replacing human expertise.
Our goal is to create impact, not just activity. Therefore, we base our work on 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 in fintech, proptech, SaaS, cybersecurity, regtech, cleantech, medtech, edtech, enterprise software, and other technology-driven industries.
Our clients are often in growth, transition, or new positioning and have a need for communication that builds trust, visibility, and results. This applies to both startups on their way to scale-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 devise a PR setup that combines strategy and execution and evolves over time. You have access to a team that is proactive, available, and results-oriented.
We prioritize relationship building, not just delivery. You will have access to our founders in the work – not just during pitch or kickoff. And we push back to ensure you get more out of each effort.
4. How do you build long-term relationships?
Through trust, responsiveness, and concrete value. We do not work according to a “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 only on the task at hand. We help you prioritize, improve what you are already doing, and find gaps that truly make a difference. And we do not lose momentum – neither in enthusiasm, response time, nor proactivity.
5. How do your subscriptions work?
We offer three subscription levels – as well as the option to work with us on a project basis. All subscriptions have a fixed monthly cost, clear content, and include both strategy, AI-supported production, and Crux credits that can be exchanged for concrete activities.
Pilot: For companies looking to test a new way to work with PR. You receive strategy, advice, and two credits, without a long binding period. Perfect for startups or curious companies.
Basic: Our standard model for companies with recurring PR needs. Includes advice, media monitoring, and three credits each month, enough to maintain a steady and relevant presence.
Scale: For companies with high pace or complex communication. You receive more advice, additional credits, leadership profiling, and a custom GPT agent that strengthens both strategy and production.
We can also assist with a specific communication project, such as a platform, campaign, or thought leadership program at a fixed price.
You can save credits, top up as needed, or gather points 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 subscription model is built on scalability. You choose the level, and we adjust the deliveries within that framework, without hidden costs. Additionally, you can easily top up with more credits as 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 assist us with individual efforts or projects?
We believe in long-term collaborations. But we also offer the option to purchase additional 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’s about working smarter, not cheaper. Our AI processes help us analyze data, find angles, and automate parts of production, so we can spend more time where it matters: strategy, framing, 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 opportunities to create drafts, quick content, and ideas independently.
However, AI is only as good as the instruction it receives. There’s a difference between creating a text draft and ensuring that the content reflects business goals, follows the brand's tone, fits the target audience, and breaks through the competition. And doing this consistently over time. Misused, AI risks leading to generic texts that blend into the noise or, worst of all, damage credibility.
Moreover, professional AI use involves more than just generation:
It requires structured processes that ensure quality and messaging over time.
It necessitates continuous updates of knowledge about AI's limitations, risks, and new opportunities.
It demands control, so that AI becomes an enhancement of your strategy, not an ad hoc activity where each 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 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 operate based on the principles: 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 based on your materials (strategies, old press releases, etc.) are trained locally and in isolation. Nothing you provide us is used to improve 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 Nordics and the Baltics (Sweden, Finland, Denmark, Norway, Estonia, Latvia, and Lithuania).
Additionally, we are members of the global networks Convoy and Hotwire. Both specialize in B2B Tech just like we do. Through our experience, broad contact network, and these collaborations, we can deliver 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 fundamentally revolves around building credibility, creating trust, and supporting business decisions. This means reaching decision-makers, technical specialists, procurement, and investors with content that is relevant, data-driven, and business-oriented.
B2C PR often has a different purpose – to create broad attention, drive emotional connection, and build brand awareness. Here, quick campaigns, influencer effects, and lifestyle content are more common. We at Crux specialize in PR for B2B tech where the processes are longer, the content more complex, and the effects must be measured in more than just reach.
15. How do you work with thought leadership?
Thought leadership is a central tool in B2B PR – especially when products are complex and sales cycles are long. We assist our clients in taking ownership of relevant industry issues through smart content, relevant spokespersons, and a long-term setup for visibility.
This can involve columns, report comments, LinkedIn presence, or being available to the right media at the right time. Always based on 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 really 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's about media coverage and increased visibility. For others, the goal is to build trust with investors, attract talent, or strengthen the position in a new market.
We often see results in the form of:
• Rewrites in industry and business media
• Increased presence in important discussions
• Clearer positioning relative to competitors
• Stronger digital content that converts
Most importantly: you know what you get, why it’s done, and how it connects to the business.
17. How quickly do you see results from PR?
It depends on what goals you have and what the current state is. Some activities, such as media coverage or LinkedIn content, can have immediate effects. Others, like building thought leadership or a new brand narrative, take longer.
We often say that PR is a combination of a sprint and a marathon. In our subscriptions, we therefore work with both quick activities and long-term positioning – so that you see results early but build value over time.
Want to see examples? Please 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 primarily involves creating visibility in external channels, especially in the media, through press releases, spokespersons, and news angles. B2B communication encompasses this but also includes message 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 not only 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 from leading roles in PR for tech companies. They actively lead the agency, are present in every assignment, and are passionate about building smarter, more effective communication with the help of AI and experience in synergy.
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 "crux" – to enhance their reputation, create business results, and get visibility in the right contexts.
We combine senior strategic consulting 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 from your business goals and challenges and build communication accordingly.
Crux Comms is led 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 in fintech, proptech, SaaS, cybersecurity, regtech, cleantech, medtech, edtech, enterprise software, and other technology-driven industries.
Our clients are often in growth, transition, or new positioning and have a need for communication that builds trust, visibility, and results. This applies to both startups on their way to scale-up and established players with complex communication challenges.
3. What does it mean to work with Crux Comms?
It's a partnership. We start by understanding your business situation and your goals. We then design a PR program that combines strategy and execution and evolves over time. You gain access to a proactive, available, and results-oriented team.
We prioritize relationship building, not just delivery. You will have access to our founders during the project – not just at pitch or kickoff. And we set demands back so you can get more out of every effort.
4. How do you build long-term relationships?
Through trust, responsiveness, and concrete value. We do not operate according to a “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 task at hand. We help you prioritize, improve what you are already doing, and find gaps that make a real difference. And we do not lose momentum – neither in enthusiasm, response time, nor proactivity.
5. How do your subscriptions work?
We offer three subscription levels as well as the possibility to work with us on a project basis. All subscriptions have a fixed monthly cost, clear content, and include both strategy, AI-supported production, and Crux credits that can be exchanged for concrete activities.
Pilot: For companies wanting to experiment with a new way of working with PR. You receive strategy, consulting, and two credits, without a long commitment. Perfect for startups or curious companies.
Basic: Our standard model for companies with recurring PR needs. Includes consulting, news monitoring, and three credits each month, enough to maintain a steady and relevant presence.
Scale: For companies with a high pace or complex communication. You gain more consulting, more credits, executive profiling, and a customized GPT agent that strengthens both strategy and production.
We can also assist with a specific communication project, such as a platform, campaign, or a thought leadership program for a fixed price.
You can save credits, top up as needed, or accumulate 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 subscription model is built on scalability. You select the level, and we adapt the deliveries within that framework, without hidden costs. Plus, you can easily top up with more credits as needed. Transparent, predictable, and budget-friendly.
7. What do we really gain from working with you?
We help you reach out, build credibility, and take place 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 individual efforts or projects?
We believe in long-term partnerships. But we also offer the option to purchase additional credits for campaigns, events, or special projects. This way, you can ramp up temporarily without losing structure or pace.
9. What do you mean by ‘AI-supported PR’?
It’s about working smarter, not cheaper. Our AI processes help us analyze data, find angles, automate parts of production, so we can spend more time where it matters: strategy, framing, 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 instructions it receives. It's one thing to create a text draft. It's an entirely different thing to ensure that the content reflects business goals, follows the brand’s tone, fits the target audience, and actually breaks through the competition. And do this over time and in a consistent manner. If misused, AI risks leading to generic texts that get lost in the noise or, at worst, damage 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 about AI’s limitations, risks, and new opportunities.
It requires control, so that AI enhances your strategy, not an ad hoc activity where each draft lives its own life.
At Crux Comms, we use AI strategically: to accelerate the right things, maintain high precision, and create better insights – not just more content. The difference lies in our experience in steering AI efforts towards real 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 work according to the principles: no data training, no sensitive data, no uncertainty. All information we handle is treated responsibly and in accordance with GDPR, and our Enterprise customers can opt for European data storage.
AI solutions built on your material (strategies, old press releases, etc.) are trained locally and isolated. Nothing you provide us is used to improve 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 throughout the Nordics and the Baltics (Sweden, Finland, Denmark, Norway, Estonia, Latvia, and Lithuania).
Additionally, we are members of the global networks Convoy and Hotwire. Both are specialized in B2B Tech just like us. Through our experience, extensive network, 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 fundamentally involves building credibility, creating trust, and supporting business decisions. It means reaching out to decision-makers, technical specialists, procurement, and investors with content that is relevant, data-driven, and close to business.
B2C PR often has a different purpose – to create wide attention, drive emotional connection, and build brand awareness. There, fast campaigns, influencer effects, and lifestyle content are more common. We at Crux specialize in PR for B2B tech where the processes are longer, the content more complex, and the effect must be measured in more than just reach.
15. How do you work with thought leadership?
Thought leadership is a central tool in B2B PR – especially when products are complex and sales cycles long. We help our clients take ownership of relevant industry issues through smart content, relevant spokespeople, and a long-term setup for visibility.
It can involve columns, report comments, LinkedIn presence, or being available for the right media at the right time. Always based on your business goals and messaging – not just what is trending right now.
With our AI-supported processes, we can also more quickly find 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’s about media coverage and increased visibility. For others, the goal is to build trust with investors, attract talent, or strengthen the position in a new market.
We often see results in the form of:
• Revisions in industry and business media
• Increased presence in important discussions
• Clearer positioning against competitors
• Stronger digital content that converts
Most importantly: you know what you get, why it’s done, and how it connects to business.
17. How quickly can we see results from PR?
It depends on what goals you have and what current situation you start from. Some activities, such as media coverage or LinkedIn content, can provide effects directly. Others, like building thought leadership or a new brand narrative, take longer.
We often say that PR is a combination of sprint and marathon. Thus, in our subscriptions, we work with both quick 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 case studies 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 media, through press releases, spokespersons, 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 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 within PR for tech companies. They actively lead the agency, are present in every assignment, and are passionate about building smarter, more effective communication with the help of AI and experience in interplay.