Do Tech Companies Need PR, or Is Marketing Enough?

by January 17, 2025

Marketing and PR (public relations) are often lumped together, but they serve distinct and complementary purposes. While marketing focuses on promoting products and driving revenue, PR aims to shape the reputation, credibility, and visibility of a company. For technology companies, the rapidly evolving landscape and competitive market make PR not just a nice-to-have but a […]

Marketing and PR (public relations) are often lumped together, but they serve distinct and complementary purposes. While marketing focuses on promoting products and driving revenue, PR aims to shape the reputation, credibility, and visibility of a company. For technology companies, the rapidly evolving landscape and competitive market make PR not just a nice-to-have but a critical component of success. Here’s why.

Establishing Credibility in a Crowded Market

Crowded market for tech - PR helps

In an industry as competitive as tech, credibility is a differentiator. Marketing helps you talk about your product, but PR is what makes others talk about you. Securing media coverage, industry awards, and thought leadership opportunities lends third-party validation that boosts your credibility with both customers and stakeholders. This is especially important in the tech world, where innovation can often seem intangible or difficult to trust without proof.

People trust information from earned media (such as news articles or analyst reports) significantly more than advertising. While marketing campaigns may capture attention, it’s PR that builds trust by showing that credible sources endorse your work. In a world of constant marketing noise, that trust is invaluable.

For startups, PR can be the difference between blending in and standing out. If your competitors are dominating the conversation, a strong PR strategy can level the playing field, positioning you as a serious player in your niche. Credibility is a currency in tech, and PR helps you stockpile it.

Managing Reputation and Crises

press conference for crisis management

The tech industry is prone to crises, from data breaches to regulatory scrutiny. A company’s reputation can take years to build but just moments to crumble when faced with negative headlines. PR is essential for navigating these situations and protecting your brand’s image. Effective crisis communication ensures you’re not just reacting to problems but addressing them in a way that maintains trust.

Zoom is an excellent example of this. In 2020, the video conferencing giant faced intense backlash over security flaws, including “Zoombombing” incidents and questions about user privacy. Their swift and transparent response—apologizing, freezing new feature development, and focusing on security improvements—was a textbook example of crisis management. Zoom didn’t just survive the controversy; they thrived, becoming a household name during the pandemic.

Proactive PR strategies also help companies prepare for potential issues. By anticipating risks and having a response plan in place, tech companies can move quickly when challenges arise. It’s not about avoiding mistakes entirely (which is impossible), but about handling them in a way that strengthens, rather than undermines, your reputation.

Building Relationships with Key Stakeholders

Stakeholder communications in PR

For tech companies, stakeholders are more than just customers—they include investors, regulators, partners, and even employees. Each of these groups has different needs, and PR helps tailor your communication to ensure your message resonates with all of them. Marketing often focuses on customers, but PR broadens the conversation to address everyone invested in your success.

For example, startups looking to secure funding rely on PR to demonstrate their credibility and market potential. A well-timed press release about a successful product launch or partnership can spark investor interest. Similarly, for companies eyeing an IPO, PR plays a critical role in managing perceptions and ensuring the brand is viewed favorably in the public eye.

Employee engagement is another often-overlooked aspect of PR. Highlighting company achievements, initiatives, and culture can boost morale and attract top talent. In the competitive tech industry, where retaining skilled workers is a challenge, PR can help build a strong employer brand that keeps employees engaged and proud to be part of the team.

Amplifying Thought Leadership

Thought leadership for PR

Thought leadership is about more than self-promotion; it’s about positioning your company as an authority in the industry. When tech companies invest in sharing insights, research, or innovative ideas, they don’t just build their brand—they help shape the future of their sector. PR is the engine behind this, ensuring your thought leadership content reaches the right audiences.

The 2021 Edelman-LinkedIn B2B Thought Leadership Impact Study found that nearly half of B2B buyers awarded business to companies after engaging with high-quality thought leadership—even if they weren’t initially considering them. This demonstrates the power of establishing your brand as a trusted voice in the industry.

PR helps tech companies secure opportunities to showcase their expertise. This might include contributing articles to industry publications, participating in panel discussions, or securing keynote speaking engagements. These efforts don’t just increase visibility; they create long-term value by positioning your brand as an indispensable part of the industry conversation.

Supporting Marketing Efforts

Marketing and PR complement each other

Marketing and PR work best together. While marketing drives awareness and revenue, PR adds credibility and depth to your brand’s message. Together, they create a seamless strategy that attracts and converts customers while fostering long-term loyalty.

Forbes highlights how integrating PR and marketing efforts amplifies brand impact. PR builds trust through earned media coverage and thought leadership, which makes marketing campaigns more effective. For instance, when a potential customer sees a glowing review in a trusted publication, they’re more likely to engage with your ads or sales pitch.

Tech companies also benefit from PR when launching new products or entering new markets. Marketing can raise awareness, but PR ensures the message resonates, giving your brand an edge in competitive spaces. By combining the storytelling power of PR with the data-driven precision of marketing, tech companies can maximize their ROI and impact.

Why Feed Media?

Feed Media PR Firm for Tech Companies based in Denver

Feed Media has a proven track record in creating impactful PR campaigns for tech companies. Whether you’re an ambitious startup or an established enterprise, our team crafts strategies that enhance credibility, manage challenges, and amplify your voice in a competitive market. Ready to elevate your brand with PR? Let’s talk.

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