Tech PR agency for startups and scale-ups

A tech PR agency earns credible media coverage for technology companies in a press that has learned to distrust hype. The job is to get past that scepticism with substance: what the product actually does, for whom, and what changed because of it, placed with the specific journalists who cover that corner of tech. For startups and scale-ups it also means building a founder or technical voice that buyers recognise, and making sure the company is one an AI assistant names when a buyer asks for options.

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What it involves

Tech PR, explained.

What does a tech PR agency actually do?

Four things, run together. It finds the genuinely newsworthy angle in what a company is doing, rather than restating a feature list. It builds positioning a journalist and a buyer both believe. It pitches the specific reporters who cover the sub-sector, not a mass list of anyone who has written about tech. And it turns each placement into lasting founder and technical-leadership visibility, so the next announcement lands on an audience that already knows the name.

What earns coverage in a sceptical tech press?

A specific, verifiable claim: a real customer outcome with a number attached, a benchmark that can be checked, a concrete detail about what changed for a named user. Category language about transforming an industry is exactly what gets filtered out. Being honest about what a product does not yet do often earns more credibility than claiming it solves everything, which is the same lesson set out in how AI startups get media coverage.

How is tech PR changing now that buyers ask AI?

Buyers increasingly ask ChatGPT, Perplexity and Google's AI answers for shortlists before they ever visit a website, and those systems repeat what independent, credible sources say. That makes earned coverage do double duty: it is the traditional PR outcome, and it is the corroborating signal that gets a company cited in its category. We run tech PR alongside AI visibility for exactly that reason.

What kinds of tech company do you work with?

Across AI and deep tech, fintech, cybersecurity, legaltech and crypto and Web3. Most of this work is B2B PR, where the audience is other businesses rather than consumers. The outlets and the story differ by sub-sector; the substance-first discipline is constant.

How it works

4 steps, then it compounds.

BriefUnderstand what the technology actually does, for whom, and what is genuinely differentiated.

PositionBuild the narrative around a real outcome or technical substance, not a transformation claim.

PlaceDirect outreach to the journalists who cover the specific sub-sector, with the receipts to back it.

CompoundTurn one placement into founder and technical-leadership visibility that carries into the next.

Common questions

Straight answers.

We are pre-launch with no major news yet. Is there anything to do?

Yes. Founder and technical-leadership visibility, commentary on real developments, and a credible voice in the right places build the audience and journalist relationships that make the eventual launch land harder. See founder visibility for how that programme works.

How is a tech PR agency different from a general PR agency?

The difference is beat knowledge. Tech reporters are pitched constantly and can tell within a sentence whether a team understands the space. A tech-focused agency pitches the right journalist with the right technical framing, rather than a generic release to a broad list. See what a PR agency actually does for the general mechanics.

Do you only work with companies in Dubai?

No. We are a Dubai-based PR agency that works with technology companies building regional and international audiences, as well as UAE-focused ones. Being genuinely based in the market is what makes both the local and the global angle credible.

How soon does tech PR show results?

It is a programme, not a single campaign: expect the first months to be about placing initial coverage and building journalist relationships, with momentum compounding from there. We are explicit about that timeline in what PR delivers in the first 90 days.

From the blogs

Read before you decide.

All blogs

Media Relations

What is a press embargo, and how do you use one?

An embargo trades a reporter a head start for a promise to hold the story until a set time. How embargoes actually work, when they are worth it, and what to do when one breaks.

13 October 2026 · 7 min read

Media Relations

How do you get media coverage when you have no news?

Most months you have no announcement, and that is fine. The ways founders earn coverage between the big news: original data, fast expert reactions, and a point of view worth quoting.

13 October 2026 · 6 min read

Media Relations

How do you get coverage in trade publications?

A mention in the trade your buyers read every morning beats a line in a general outlet most will never see. How to pick the right trades and pitch the reporter who covers your category.

13 October 2026 · 7 min read

Your turn

Let's get your name into the stories people read.

Tell us what you are building. We reply within 24 hours with where we think you can be featured.

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