Tech PR: The Guide to Public Relations for Tech Companies

Public relations for technology companies focuses on three core outcomes: media coverage, brand credibility, and strategic visibility.

1) Media coverage means getting your story into publications your audience reads. For a Web3 startup, that might be CoinDesk or Decrypt. For an AI security company, think TechCrunch or VentureBeat. The goal isn't vanity metrics—it's reaching decision-makers who can become customers, partners, or investors.

3) Brand credibility comes from consistent, accurate messaging across channels. When a journalist quotes your CEO in three different outlets saying the same smart thing, readers remember. When your messaging shifts every month, they don't.

4) Strategic visibility means showing up when it matters most. Launch weeks, funding announcements, major product releases—these are moments when PR delivers outsized returns.

In our experience, companies that treat PR as strategic—not tactical—see 3–5x more qualified inbound leads within six months.

Your narrative is not your pitch deck. It's the single, clear story that explains why your company exists and why it matters now.

Start with these questions: What problem do you solve? Who feels that pain most? What makes your approach different? If you can't answer each in one sentence, your narrative needs work.

Example: A DePIN (Decentralized Physical Infrastructure Network) client came to us saying, "We're building a token-incentivized network for IoT devices." We repositioned them: "We help cities cut infrastructure costs by 40% using community-owned networks." The second version landed coverage in Smart Cities Dive within two weeks.

Your narrative must connect technology to real-world impact. Journalists don't cover protocols—they cover outcomes.

Generic media blasts fail. Targeted outreach works.

Identify 15–20 journalists who cover your sector. Read their recent work. Note what stories they pick up, how they frame issues, what sources they quote.

For fintech PR, that might include Ryan Weeks at CoinDesk or Nina Bambysheva at Forbes. For AI security, look at Kate Kaye at Protocol or Kyle Wiggers at TechCrunch.

Track each journalist in a simple spreadsheet: name, outlet, beat, recent articles, contact info. Update it monthly.

When you pitch, reference their work. "I saw your piece on stablecoin regulation—our data on cross-border payments adds a new angle." Personalization takes three extra minutes and doubles response rates.

Journalists need evidence, not enthusiasm. Your pitch must answer: what's new, why now, and what's the proof?

What's new: A product launch, funding round, research finding, or market shift.

Why now: Tie your story to current events. New legislation, competitor news, or industry trends.

What's the proof: Data, customer results, or expert validation. "Our users reduced fraud losses by 52%" beats "Our AI is really good."

Keep pitches under 150 words. Include one relevant stat or case detail. Link to a press kit with more assets—logos, screenshots, exec bios, fact sheet.

Mistakes we see often: pitches that bury the lead, offer no exclusive angle, or ignore the publication's audience. If you're pitching TechCrunch, emphasize scale and innovation. If you're pitching Bloomberg, emphasize financial impact.

Vanity metrics—mentions, reach, ad value equivalency—tell you nothing about business impact. Track these instead:

One client in AI security saw zero immediate traffic from a TechCrunch feature. But three enterprise prospects referenced it in sales calls that quarter. Those deals closed at a combined $1.2M ARR. That's real PR ROI.

Set up UTM parameters for every article. Tag incoming leads by source. Review quarterly to see which outlets, topics, and spokespersons deliver results.

Let's walk through a real scenario—no names, but the structure and numbers are accurate.

A cybersecurity startup wanted coverage for their API security tool. They had strong tech but no brand recognition.

Step 1: We defined a narrative around a timely problem—API vulnerabilities causing $billions in breaches. We positioned them as the team that found exploits in major platforms before attackers did.

Step 2: We identified five journalists covering API security and dev tools. We pitched an exclusive data story: "We scanned 10,000 public APIs and 68% had critical flaws."

Step 3: The pitch included methodology, sanitized examples, and an interview with their CTO.

Result: Coverage in The Hacker News and SC Media within three weeks. Site traffic jumped 240%. Twelve enterprise leads mentioned the coverage in discovery calls. Two converted within 90 days.

The lesson: specificity, timeliness, and data win coverage. Generic product announcements don't.

Pitching too early: Wait until you have proof—customers, data, traction. A demo and a dream won't get covered.

Ignoring prep: Media training matters. Spokespeople who ramble or dodge questions create risk. Rehearse answers to tough questions before you pitch.

Chasing the wrong outlets: A founder feature in Forbes sounds great, but if your buyers read CoinTelegraph, that's where you should focus first.

Forgetting follow-up: Journalists are busy. A polite follow-up email five days later doubles your reply rate.

No crisis plan: When something goes wrong—a security issue, executive departure, regulatory scrutiny—you need a response ready. Draft holding statements now for likely scenarios.

Use this to audit your current approach:

If you're building a tech company, start with narrative. Write down your core story in three sentences. Test it with someone outside your team—do they get it?

Next, build your media list. Spend an hour researching journalists. Follow them on social media. Read what they cover.

Then pitch one story with real proof—data, a case study, or a unique insight.

Need a second set of eyes? Message us—we'll review your case and share specific feedback on what's working and what's not.