Tech PR in the USA: “Often the best route: trade publications, blogs and influencers – combined with thought leadership content”
Interview: Julie Wright, (W)right On Communication, USA –
(Tech PR in the USA: “Trade publications, blogs and influencers plus thought leadership content are often the best route” – download English version here)
In a globalised world in which technology industries and media landscapes are changing rapidly, it is crucial to understand the different approaches in PR. That is why we asked the tech PR agencies from our IPRN network to share their experiences of how public relations works for the tech business in their respective markets. This collection of perspectives provides an exciting overview of the different approaches and challenges that PR professionals worldwide face. In this “blog parade”, we take a look at what shapes the PR landscape in different countries, focusing on effective media relations and companies’ strategic communication.
Read the other articles too:
- Tech PR in Germany: “Media relations can achieve extraordinarily good results – if we see journalists as partners” (TDUB)
- Tech PR in France: “Despite digitalisation in the PR industry, personal contacts remain of crucial importance” (Mascaret)
- Tech PR in Greece: “We are moving away from traditional media towards a digital approach” (Extrovert)
- Tech PR in the UK: “Gaining media attention has become more difficult” (AMBITIOUS PR)
- Tech PR in Poland: “Mutual trust creates long-term relationships” (Public Dialog)
In the interview, Julie Wright from our partner agency (Wright) On Communications explains that US tech media focus heavily on the “Magnificent Seven”. Newsrooms are shrinking, “pay-to-play” models are increasing and AI dominates the technology discourse. Political influences are growing and companies have to hold their own in an increasingly uncertain and fast-moving environment. Successful B2B tech PR therefore relies on fact-based content, visual assets and strategic communication. AI optimises PR processes, but does not replace human storytelling and relationship management.
How are the technology market and the business of technology media developing in your country?
The US technology market is huge, highly competitive and has a global influence. In the US, leading technology media such as The New York Times and The Wall Street Journal focus on the “Magnificent Seven”: Apple, Microsoft, Alphabet (Google’s parent company), Amazon.com, Nvidia, Meta Platforms and Tesla. Tech writers are tasked with tracking every move these companies make and reporting on them. This concentration of coverage, combined with ever-shrinking newsrooms, means that only a few senior tech journalists still report on start-ups and mid-sized tech companies. Whether clients are in AI, cybersecurity, cleantech, fintech or medtech – in media pitches, it is crucial to show how an emerging technology or business model connects to the Magnificent Seven in order for the brand to be noticed.
To achieve continuous and relevant media coverage, the combination of placements in trade media, blog posts, influencer collaborations and thought leadership content is often the best approach. Attending trade fairs with media briefings, speaking opportunities and networking is also effective. If these PR measures are well planned, they can help lesser-known companies to ‘earn’ the attention of top-tier media.
What has changed in tech PR over the last 5 years?
Editorial teams in the US are getting smaller. Some trade publications increasingly want to do ‘pay-to-play’ deals when editorial content is offered. Other outlets, in turn, are happy to run well-founded and current content from industry experts.
Developments around AI are moving fast: while the metaverse was still at the top of the technology hype two years ago, it was overshadowed by the launch of ChatGPT. And ChatGPT, in turn, has already been disrupted by the Chinese DeepSeek.
The political environment is also being factored into the tech discussion. With the new US administration, in which a tech titan appears as ‘First Buddy’ (a reference to the traditional role of the ‘First Lady’), tech culture and politics are merging. In addition, the new President has promised to become the ‘crypto President’.
Which PR approach do you prefer for engaging with tech media?
Our focus at (W)right On Communications is on B2B technology PR. We approach the media with a service mindset and want to make it easy for our contacts to tell an interesting story. Journalists nowadays have the task of doing more with fewer resources. With this understanding, we support our clients to spread their messages as effectively as possible. We often share information about innovations – electrification of vehicles, advances in battery technology or cyber security. To support this, we use visual elements such as charts and photos to offer editors a wide range of rich-media options for an engaging story that can be published across different platforms in various formats.
What changes do you expect, and how will technology companies need to respond?
AI will remain a disruptor across the entire technology landscape. Companies worldwide operate in a volatile and complex world in which consumers have less and less trust in traditional institutions. AI could accelerate the loss of trust in technology. Deepfakes and AI- and bot-driven hacking contribute to this. Technology companies therefore increasingly need to navigate an environment of growing change and uncertainty, which brings a sense of insecurity. For communications professionals in the technology sector, it is therefore essential to stay up to date at all times and to keep their clients informed on an ongoing basis. After all, changes can have a direct impact, among other things, on the way communication is handled, the timing of information releases, or participation in events.
What role do you attribute to AI in tech PR?
Artificial intelligence is everywhere and is revolutionising public relations just as it is other industries – from technology to banking and education. A recent survey found that three out of four communicators regularly use AI. AI is a powerful tool for optimising public relations, but the real value still lies in human expertise, storytelling, relationships and strategic thinking. Strong PR teams know how to use AI to improve their work, not to replace it. At (W)right On Communications, we help our clients navigate the PR landscape by combining AI with our personal relationships and deep industry knowledge. Our expert in B2B and technology has just written about this emerging topic. The full article can be found here: “Smart PR teams use AI – but with care“.
Expert:
Julie Wright is President of (W)right On Communications; she founded the agency in 1998. She currently serves on the board of the California Travel Association and is a former Chair of the San Diego North Economic Development Council. She was named one of San Diego’s top marketing leaders in 2024. (W)right On Communications was included in Newsweek’s list of America’s best PR agencies and Forbes’ best PR agencies, and was named San Diego PR Team of the Year.
Contact: Julie Wright on LinkedIn.
