How to build a lasting relationship with your tech PR agency

By in Blog
On May 3, 2022

How to build a lasting relationship with your tech PR agency

In a landscape that’s changing by the minute, every b2b tech brand has a list of ‘dream’ publications in which they’d love to be featured. TechCrunch and Wired are often on that list. So are wider business publications like Bloomberg, the Wall Street Journal and the Financial Times – along with a sprinkling of sector-specific titles (like AdAge for martech brands).  

As a b2b tech PR agency, it’s our job to meet – and exceed – our clients’ coverage targets. As a client, working with a tech PR agency is an investment in elevating your brand – and chances are you want to get the most bang for your buck. The best way to do this? Treat your PR agency as a partner or an extension of your own team – not a third-party vendor. 

To help create a seamless, two-way working relationship, there are several steps clients can (and should) take internally. Here they are – in no particular order!  

  1. Define success

Every brand is unique – so it’s important that you think deeply about what you’d like to achieve from your PR programme. Be as specific as possible. Is it increasing your share of voice against competitors? Or perhaps targeting a certain number of coverage hits per quarter? Maybe it’s getting featured in a small, but carefully selected group of publications?  

Work closely with your tech PR agency to establish achievable goals. You want to be ambitious, but not unrealistic. It’s better to focus on a shortlist of priorities, rather than a laundry list of twenty goals. This helps to keep everyone on track and accountable.   

  1. Gather materials

As your tech PR agency, we want to know everything about your brand! Don’t be shy to share information – whether it’s a marketing plan, sales deck, research data, customer feedback, or even notes from an informal chat with your CEO.  

That year-old case study you think is outdated? Share it! It could contain a useful statistic that can be pulled into a pitch. 

  1. Reach out to spokespeople

To put it bluntly, the success of your PR programme can hinge on the quality and availability of your spokespeople.  

Make sure your leadership has the bandwidth and willingness to take part in media opportunities. Establish which of your proposed spokespeople need media training ahead of any interviews – and get that training scheduled before an opportunity comes in.

  1. Communicate

Let your PR team know as soon as you get intel about company happenings – whether it’s a cool event an executive is speaking at, a partnership in development, or a new employee experience initiative. If you have an announcement coming up, try to give your PR team as much prior notice as possible. This can be the difference between making a splash and creating a tidal wave of coverage!  

This goes for customers and partners too. You never know if they’d say yes to joint media efforts unless you ask, and you never know if something might be newsworthy unless you run it by your PR team. 

  1. Refine your messaging

Chances are that your brand will evolve over time. Make sure your PR messaging does too – with consideration to wider trends, geopolitical events and feedback from the media.  

Your PR team is of course monitoring the news (almost constantly), but you’re the one with the inside scoop on your company. Your perspective is always valuable in brainstorming sessions.   

But try not to change too much too quickly. It’s important to keep a thread of consistency in your messaging, as continually altering your talking points can be a barrier to establishing a meaningful media presence. 

  1. Keep it fresh

In the same way that you work with your PR team to evolve your messaging, make sure to revisit your programme goals. If there’s an internal change that impacts these, try to inform your PR team as soon as possible. This will help avoid any wasted effort or missed opportunities.  

Following these steps will ensure you’re set up for long-term success. If you’re in the market for a new tech PR agency, check out our work or get in touch at

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