By Wildfire PR
As a founder, you believe your startup has the potential to make a difference. You’ve built a talented team that shares your vision, and you’re solving a real-world problem with an innovative solution. Surely that’s enough to make people take notice and start talking, right?
Here’s the truth: In today’s crowded tech landscape, having the best product simply isn’t enough.
In our second blog of the PR for Startups series, we’re pulling back the curtain on some of the top secrets of tech PR—insider tips that will help make your startup impossible to ignore.
The best story always wins
In the world of PR, facts tell, but stories sell. Forget product features and specs for a moment—what’s the bigger picture? The most successful PR campaigns aren’t about the technology itself; they’re about the problem your product solves, the lives it improves, or the mission that drives you and your team. Don’t be afraid to get personal.
Take OpenAI. Yes, it’s developing advanced AI technologies—but its story is much bigger than the neural networks it builds. When the company announced the launch of ChatGPT, the pitch wasn’t; “We’ve built a really smart chatbot.” It was framed as a historic breakthrough—an innovation set to change everything from how we work to how we communicate with loved ones.
Sure, it’s an extreme example—OpenAI has racked up over 60,000 media mentions in the past 12 months—but it perfectly illustrates the power of focusing on your story rather than just your product. By framing their narrative in a way that resonates deeply, they’ve shown how compelling storytelling can amplify a brand’s reach and impact well above its competitors.
Tech PR is different from other PR
PR for tech startups comes with its own unique challenges. Tech products are often highly specialised and technical—which can make them hard to explain to a general audience. Jargon and intricate details might excite engineers, but they’ll leave most journalists (and their readers) scratching their heads. To succeed in tech PR, you have to translate complexity into clarity.
Starting with the why, there are better approaches than the what. Instead of diving into the technical details of your product, focus on the problem it solves and the tangible impact it creates to help foster an emotional connection with your audience. Think about it: no decision-maker on their third coffee of the morning is excited to hear; “Our software uses machine learning algorithms to optimise supply chain logistics.” But frame it like this: “We help companies deliver goods faster and cut shipping costs by 20%,” and you’re more likely to have their attention.
This becomes even more crucial when you’re considering working with a PR agency. A good agency should have deep experience in tech PR and, ideally, a portfolio of industry-specific work that aligns with what you do. Their established relationships with the right publications (see secret #3) can give you a head start and increase the likelihood of getting noticed in the crowded tech landscape.
Not all media coverage is created equal
We get it. While it’s tempting to dream of seeing your startup splashed across the front page of The New York Times, the truth is, the best PR results come from targeting the right outlets—not just the biggest ones.
The secret? Relevance. Ask yourself: where does your target audience go for news? If you’re trying to reach developers, a niche publication like Computer Weekly might be a better fit than a mainstream tech site like Wired. If you’re looking to impress investors, Forbes or Business Insider could carry more weight. Just know that a single, well-placed article can have way more impact than being featured in a generalist publication where your story might get lost in the shuffle.
To identify the right outlets you can start by mapping out your ideal audience and their go-to sources of information. Then, research publications that fit your industry, product, and goals. Once you’ve identified the outlets, dig deeper to find the journalists who cover your niche. It’s ridiculously easy to find journalists online nowadays so let out your inner sleuth and get stalking.
So, the secrets are out. By focusing on crafting a compelling yet simple story, and prioritising relevance over reach, you can amplify your PR efforts and get your name out there with the people who matter most.
About Wildfire PR
We’re an award-winning PR agency partnering with technology companies worldwide to transform ambition into action. Our ‘Think Bold’ approach blends boundary-pushing creativity with data-driven insights, empowering clients to launch meaningful campaigns that deliver standout results. Learn more at their site.
If you would like to get in touch with Wildfire PR and Claim your free consultation or PR audit, get in touch today.