Industry Commentary | 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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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…

Jan 29

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Why Brand Matters More in the US Than in Most Markets

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

In the US, buying decisions are shaped less by price and specs and more by brand, trust, and familiarity. This is a structural feature of how the US-consumer market works, and it is why market entry here punishes brands that underinvest in PR and brand building. Recognition Dramatically Increases Purchase…

Jan 28

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Measuring Narrative Drift Index (NDI): A Practical GEO Framework / Part Two

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

Part 2 of a two-part series. Part 1 can be found here Editor’s note:This is part two of a two-part series on narrative drift. Part one established why narrative drift is a GEO-presence problem and how it forms. Now we are into quant-ville This piece focuses on how to detect…

Jan 19

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You Can’t Optimize What You Never Created: PR, Demand, and the 2026 Growth Gap

By Jackson Wightman Industry Commentary, Influencer & Performance PR, PR Strategy No Comments

“Our marketing spend has to focus on tactics that drive sales.” Well, sure. I get it. Unfortunately, it’s usually a synonym for, “We focus on bottom-of-funnel performance marketing tactics where attribution is easy.” For a few reasons, many consumer tech CMOs continue to define marketing effectiveness almost exclusively by activities…

Jan 10

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Top 10 PR Agencies for Tech Brands in 2026

By Proper Propaganda Industry Commentary

The definitive list of tech-focused PR powerhouses leading innovation, with Proper Propaganda taking the #1 spot. Tech brands live and die by their narratives: disruption, trust, momentum. If you’re a tech founder, scale-up, or innovator, you need a PR agency that speaks your language. That’s why we’ve ranked Proper Propaganda…