PR Strategy | Public Relations for Technology Companies

Feb 17

A Fishing Fable About the Top of the Funnel

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

Johnny fishes in the pond near his house once a week. He catches 2 fish. They make for an amazing dinner. The fish are so tasty that he starts fishing twice a week. At this level he can pull 3 fish a week. He does this for 2 months straight.…

Feb 12

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What Companies Should Have in Place Before Asking Agencies for Proposals

By Proper Propaganda Industry Commentary, PR Strategy No Comments

Most companies reach out to agencies too early, too vaguely, or for the wrong reasons. The result is predictable: mismatched expectations, bloated proposals, wasted time on both sides, and relationships that struggle before the work even begins. This pattern has existed for decades. Strong agency engagements start with internal clarity.…

Feb 12

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Should You Invest in Generative Engine Optimization Before ROI Is Clear?

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

A billboard has no reliably traceable ROI.Depending on where it is, it can cost hundreds of thousands. But not one time, ever, has it driven perfectly attributable sales.Still, we’ve been buying and selling billboards for a hell of a long time. They are durable (heck, even Steve Jobs loved them).The…

Feb 11

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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…