PR
pee-ar
Public relations: managing how a company is perceived through media and public communication.
PR (public relations) is the practice of managing how a company is perceived by the public, media, and industry. It encompasses media relations, crisis communications, executive visibility, and thought leadership programs.
In B2B tech, PR serves a different function than in consumer companies. The audience is smaller and more specialized. Coverage in the right trade publication or analyst report can influence enterprise buying decisions more than a viral consumer story. PR in tech is about credibility with a specific audience, not mass awareness.
Effective B2B PR builds a drumbeat of coverage that positions the company as a category leader. One big product launch splash fades. Consistent presence in the publications your buyers read compounds over time.
Examples
A startup prepares for a funding announcement.
The PR team pitches the Series B story to five target publications. They secure coverage in TechCrunch and The Information with exclusive embargoes. The articles generate 50 inbound leads from companies that read those publications daily.
A company faces a security incident.
The PR team activates the crisis communication plan: a public blog post within 4 hours, direct outreach to affected customers within 2 hours, and a prepared statement for press inquiries. Transparent communication preserves customer trust.
A CEO wants to build industry visibility.
The PR team places one byline per month in target publications, secures two podcast interviews per quarter, and pitches the CEO for three conference keynotes per year. After 12 months, the CEO is a recognized voice in the category.
In practice
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Frequently asked questions
When should a startup invest in PR?
After product-market fit, when you have customers and a story worth telling. PR before PMF is premature. You need proof points (customers, revenue, differentiation) before journalists will care. Most startups benefit from PR starting around Series A.
Should a company hire a PR agency or build in-house?
Start with an agency for the first 12-18 months to learn what works, build media relationships, and establish a cadence. Hire in-house when the volume of activity justifies a full-time person and you have enough institutional knowledge to manage the function.
Related terms
A formal written announcement distributed to media outlets about company news.
Engaging with industry analysts who influence enterprise buying decisions.
The percentage of total market conversation that mentions your brand compared to competitors. How much of the conversation you own.
The sum of every perception, association, and feeling people have about your company. What they say about you when you are not in the room.
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