5 Ways to Actually Make the Most of Your Tech PR Agency

Advice

You’re a startup or scaleup looking to get the most out of tech PR. and now you’ve got a PR partner on your books. Maybe it’s a freelancer, an agency, or someone in-house. But you’re still not sure if it’s “working.” Sound familiar?

Here’s the thing: PR isn’t something you just pay for and wait on like Uber Eats. It’s a collaboration. The best outcomes happen when both sides are driving, not when one party is just along for the ride.

Whether you’re three months into a new partnership or reassessing your current setup, these five strategies will help your PR actually deliver results instead of just burning budget.

1. Be Open, Not Cryptic (Or Vague)

Your PR team can’t pitch what they don’t know. We’re not mind readers, though we try our best. If you want strategic counsel and genuinely good stories, you have to share the full picture: the wins, the pivots, the weird moments that might (just maybe) become a great narrative.

We’ve seen founders downplay product traction that turned out to be catnip for trade press. Or bury market insights they thought were “not polished enough,” when in reality, that rough edge was the exact thing that made the story land.

Let’s face it. Even if you hire the best PR agency on planet Earth, you will never reach your PR potential if you expect miracles .

The bottom line? If your agency is good, they should have plenty of questions for you (to help extract newsworthienss). Listen to the questions from your PR team and answer them candidly and transparently. We’ll filter the noise, shape the angles, and tell you what’s newsworthy. But we need the raw material to work with. Expect some expectation-setting, too. It’s a good thing, trust us.

2. PR Is Not an Afterthought, It Should Be Part of the Plan

If you only loop in PR after the launch deck is finalised, the “press release” is drafted, and the date you want to go out on is 48 hours away, you’re not doing PR. You’re doing damage control.

PR isn’t there to polish the announcement after everything’s locked in stone. It should be baked into the strategy from the start. From product sprints to fundraising rounds, get your comms team in the room before decisions are final. We can help make it stronger and help you avoid common missteps that we’ve seen tank otherwise solid launches.

So. Provide regular updates, timely information, and sufficient lead times to support PR efforts… PR-friendly companies don’t just react. They plan.

3. Trust (But Verify), Don’t Micromanage

You hired experts. Let them be experts. That doesn’t mean you hand over the keys and disappear. It means you collaborate, then trust them to execute.

Founders sometimes panic when PR suggests something “unusual”: a non-obvious angle, a smaller media outlet, a slower burn strategy. But remember, PR isn’t performance marketing. It plays in perception, not pixels. Sometimes the most unconventional approach is exactly what cuts through the noise.

Credibility isn’t a click-through rate, and reputation doesn’t live in a dashboard… PR operates in the realm of influence, yielding slower burns, longer plays, and more profound impact.

TTP. Trust the process.

4. Communication Beats Silence Every Time

The death of good PR? Ghosting. Yes, ghosts are real.

Set up a regular cadence with your PR team. Weekly, biweekly, monthly. It doesn’t matter what frequency you choose. Just make it consistent. That’s how momentum builds and how small opportunities turn into big wins.

Even better, treat PR like part of your leadership team. Share strategic shifts, investor conversations, and upcoming campaigns before they’re set in stone. The more context we have, the better we can position you when the right moment comes. As we always say, if we’re going to err, let’s do so on the side of over- and not under-communicating.

In addition, use the meetings to get your tech PR agency to review progress, provide feedback, and surface new ideas. Consistent check-ins foster alignment and unlock better thinking.

In our experience, it helps to think of your PR partner as a co-founder in the early stages. In the latter stages, the main point of contact can be a CMO or a Head of Comms/PR. But keep it streamlined, don’t ghost! Regular updates lead to sharper, more strategic output.

5. Use Systems to Keep Things Flowing

What’s the easiest way to get aligned fast? Effective internal comms systems backed by tools that actually work.

Use Slack, Teams, a shared Notion board, Google Docs, Trello board… it’s tech PR, hello! Whatever works for both of you, but do leverage technology. Drop updates, flag approvals, track media progress. No fancy software needed. Just visibility into what’s happening and what’s coming next. PR hygiene improves when systems support collaboration and visibility. Make it easy for both sides to stay in sync. A little structure goes a long way.

If marketing is an orchestra, you need to be able to play all instruments in harmony. Before the big show, there is a lot of preparation, practicing and fine-tuning. Communication plays a key role here. How else will you align as a team? After all, you only get one shot with each performance.

The Bottom Line: You Get What You Put In

Great tech PR isn’t luck. It’s the result of alignment, effort, and trust. If you’re phoning it in, don’t be surprised when the coverage feels flat and forgettable.

But if you treat your PR partner like a strategic ally – share early, loop them in, trust their counsel – you’ll unlock more than just headlines. You’ll build a reputation that compounds over time.

For more truth bombs, follow our co-founders Mauro and JJ on LinkedIn. And if you’re still flying solo or considering your next move, well, you know where to find us 🦄 (hint: the Contact Us page is a good start).