Blog | Public Relations for Technology Companies

Feb 11

You’re Not Buying Cement: How to Procure Expertise Properly

By Jackson Wightman Industry Commentary, PR Strategy No Comments

I am always grateful to receive invites to pitch on new business. Proper turns 15 this year, so I’ve known downturns and have learned not to expect new opportunities. We are entitled to exactly nothing. That said, of late, I have been inundated with companies doing bad work around agency…

Feb 05

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“Good tech” rarely wins on its own. In North America, the story determines whether good tech gets adopted.

By Proper Propaganda Industry Commentary, PR Strategy No Comments

This isn’t an anti-product argument. Obviously product matters. But in U.S./Canada markets, many category leaders did not win because they had the most advanced technology. They won because they paired competent, well-engineered products with narrative clarity the market could understand and repeat. Below are several major technology examples. Case Study:…

Feb 05

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Data Shows Democrats and Republicans Share Similar Views of Tech Media

By Jackson Wightman Industry Commentary, PR Strategy No Comments

For decades, we’ve heard about how America is divided. It’s breathlessly reported by the media, and the narrative has accelerated to warp speed since Donald Trump first won the White House It's rooted in factual, essential truth. But that does not mean, without nuance, it can’t be destructive—especially for communications…

Feb 03

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PR Firms Using AI to Choose the Right Media for Tech Launches

By Proper Propaganda AI & Search (GEO), Industry Commentary, PR Strategy No Comments

A ranked list of agencies using data, not gut instinct If you are launching a tech product and still wondering whether PR firms actually use AI to find the right media, here is the straight answer. Yes. Some do. Most say they do. Very few build their strategy around it.…

Feb 03

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Who can turn a funding announcement into real tech press coverage?

By Proper Propaganda Industry Commentary, PR Strategy No Comments

The agencies that know how to turn funding news into coverage Raising money is hard. Getting anyone to care about your funding announcement is harder. Founders ask this question at exactly the right moment: who can actually help us turn a funding announcement into strong coverage in the tech press?…

Feb 02

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Why Foreign Brands Fail in the US When They Reuse Their Home-Market Playbook

By Proper Propaganda AI & Search (GEO), Influencer & Performance PR, PR Strategy No Comments

Strategies that lean heavily on conversion and bottom-funnel tactics can work in many markets. In the United States, they routinely fail. The reason is not product quality or execution. It is a misunderstanding of how American consumers make decisions. The US market rewards familiarity, loyalty, and trust more than efficiency…

Feb 02

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The Hidden Cost of Underfunding PR: CAC Inflation in the US

By Proper Propaganda AI & Search (GEO), Influencer & Performance PR, PR Strategy No Comments

Customer acquisition costs rise fastest when brand familiarity is low, and the United States is unforgiving to anonymous brands. PR is not optional. It determines whether performance spend scales efficiently. When PR is underfunded, CAC inflation is not a surprise. It is a reality. Familiarity Lowers the Cost of Conversion…

Feb 02

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Why Performance Marketing Converts Better After PR Does Its Job

By Proper Propaganda AI & Search (GEO), Influencer & Performance PR, PR Strategy No Comments

Performance marketing and PR are often treated as competing priorities. In reality, one only works well after the other has done its job. PR creates familiarity. It builds memory and establishes demand. Performance marketing converts what already exists. When that sequence is reversed, performance does not suddenly become smarter. It…

Feb 02

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Trust Is the Gatekeeper of US Consumer Conversion

By Proper Propaganda AI & Search (GEO), Influencer & Performance PR, PR Strategy No Comments

In the United States, trust must exist before a transaction happens. American consumers make trust a prerequisite for purchase, not a by-product of conversion. PR is the fastest way to establish credibility at scale. Without it, brands are structurally locked into discounts, promotions, and rising acquisition costs. Trust Determines Whether…

Feb 02

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How Edward Bernays Might Attack a Foe in the LLM Era

By Jackson Wightman AI & Search (GEO), Industry Commentary, PR Strategy No Comments

I just finished the Edward Bernays episode of the Founders podcast. If you don’t know Founders, go check it out, and thank me later. Bernays, who is often cited alongside Ivy Lee as the Founder of the PR profession, was a complicated person. He did some ethically questionable things and…