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Consumer tech PR is the practice of building awareness, credibility, and commercial momentum for consumer electronics and hardware brands through earned media, influencer partnerships, and strategic storytelling. For hardware brands specifically, it matters because purchase decisions in this category are heavily research-driven, especially in the AI era. Consumers compare multiple products across multiple sources before buying. A strong PR presence means your brand shows up favorably in the reviews, roundups, and recommendations that influence those decisions, as well as in AI answers. Without presence, you're invisible at the exact moment your customer is making up their mind.

Consumer tech PR sits at the intersection of product, lifestyle, and commerce in a way most other categories don't. The journalists covering your product are deeply technical and skeptical. Most reviewers have tested dozens of competing products. The consumers reading those reviews are informed and comparison-shopping aggressively. Generic PR strategies built for food brands or financial services companies don't work here. You need an agency that understands the tech press ecosystem, knows how product review cycles work, understands affiliate commerce and its influence on editorial decisions, and can position your product in a category context that makes it the obvious choice. That's us.

Results vary based on the product, the category, the timing, and the strategy, but across our 15 years working in consumer tech we have helped brands go from zero to $20M in US market sales, helped turn a single product into a $100M global brand, helped companies double their sales in a target market, and helped brands get into retail and unlock over $100M in channel revenue.

See our Keychron, HoverAir, Velotric, and Urevo case studies for specifics.

We have placed clients in every major English-language tech media outlet. That includes Wired, TechCrunch, The New York Times, The Verge, Tom's Guide, CNET, Engadget, Gizmodo, PCMag, Forbes and dozens of category-specific and lifestyle publications where your target customer is actually reading. We have real relationships with the editors and reviewers at these outlets, not just a media list and a prayer. Most importantly we place clients in outlets that matter to them — not for vanity, but for business outcomes.

A product launch is a moment, but the work that makes it successful happens before and after it. Before launch, we build the narrative, identify the right outlets and journalists, and develop the angles that will actually get coverage. We sometimes use embargoes if in the client's interest. At launch, we execute media and influencer outreach in a coordinated way that creates momentum rather than a single spike. After launch, we sustain that momentum through follow-on coverage, buying guide placements, performance PR deals, and AI search optimization pending longer term goals and category lifecycle.

Retail buyers pay close attention to earned media and brand momentum. A brand that has strong coverage in major outlets, significant social proof, and demonstrated consumer demand is a much easier sell to a retail buyer than one without it. We have helped clients build the PR and media foundation that made retail conversations possible and productive, contributing to over $200M in US retail channel sales across our client portfolio in 2025.

GEO stands for Generative Engine Optimization, and it refers to the practice of building visibility within AI-powered search tools like ChatGPT, Perplexity, and Google's AI Overview. When consumers use these tools to research purchases — which 91% of AI platform users now do in some form — the AI models pull recommendations from a specific pool of trusted, authoritative content. We monitor client visibility across AI platforms and actively build the content and media footprint that gets them cited and recommended. Download our GEO Guide: A Holistic Blueprint or read more on our FAQ.

We track coverage volume and quality, the authority of the outlets covering you, placement in buying guides and roundups, share of voice, impact of PR coverage on customer acquisition costs and ROAS, referral traffic from media coverage, AI search visibility and citation frequency, and where it's measurable, direct sales impact from coverage. We don't hide behind vanity metrics. Our Stats on the Power of Top-of-Funnel Spending report makes the case with data from Nielsen, Google, Ehrenberg-Bass, and WARC.

We work best with brands that have a proven product, some market traction, and a genuine commitment to building their brand over time. Our engagements start at $6,000 per month, and that's the realistic floor for running a PR program that actually delivers results. Very early stage companies that haven't yet validated their product or secured meaningful funding tend to get more value from that money elsewhere. When a brand is ready to accelerate, own a category, or build the kind of media presence that drives serious revenue, that's when we do our best work. See our case studies to get a sense of the brands we've worked with.

Larger agencies are famous for winning accounts with senior talent and staffing them with junior teams. At Proper Propaganda, a senior staffer or shareholding partner is on every account without exception. We have 15 years of focused experience in consumer tech, a track record that includes multiple $100M outcomes for clients, relationships with every major outlet in the space, and a forward-looking approach that includes AI search visibility at a time when most agencies are still catching up. Read more on our FAQ.