Frequently asked questions

Classic PR is the bread and butter of reputation building: securing coverage in respected media outlets, from print and digital publications to broadcast, podcasts, and trade journals, that move opinion, build trust, and make your mom proud.

Performance PR blends classic earned media with affiliate partnerships. Translation: your brand lands in the right publications, and those outlets actually drive sales instead of just bragging rights. It’s PR with receipts.

Influencer Relations connects your brand with creators who matter, from macro voices to niche experts, to amplify reach, build trust, and drive sales.

Your story is your moat. We build narratives where customers are the hero, your brand is the guide, and competitors are the villain that never saw you coming. That story is how you dominate categories.

Generative Engine Optimization, or GEO, involves a series of activities that help a company optimize how it shows up in AI engines like ChatGPT, Google, Perplexity and Claude. It intersects with a lot of PR work because AI tools heavily rely on earned media for source material for the answers they give to queries

We use sophisticated monitoring tools to asses how a brand shows up across multiple AI enginers. From there we look at what websites AI is pulling data from and work with clients to create and optimize content. Our work spans owned media sites (your website), rented media sites (social media or Wikipedia) and earned media (such as Forbes and the NY Times). We then ensure signal clarity so that AI engines do not get confused. This is the new frontier of reputation management.

Most agencies sell “buzz.” We measure business impact: affiliate revenue, category growth, market share, investor interest, and real coverage that moves units. If you can’t track it back to revenue or equity, we don’t count it.

Yes. We’ve helped brands expand into the U.S., Europe, and beyond. Borders don’t matter — we build narratives and strategies that scale globally.

Other agencies sell you with their senior team, then hand your account to interns. We don’t do that. A partner or senior staffer stays on your file, outcomes drive our fees, and we speak fluent tech instead of buzzword bingo.

Proper Propaganda is a consumer technology PR agency, full stop. We work exclusively with product-driven consumer tech brands and the categories that sit underneath that umbrella, including consumer electronics like headphones and mechanical keyboards, smart hardware and robotics, micromobility and EVs, fitness and wellness tech, smart home products, AI-powered consumer platforms, and design-led lifestyle technology. If it’s a consumer tech product built to scale, we know how to make the market care.

Proper Propaganda is a modern PR agency built for how brands actually win today. Our work is anchored in five core service offerings, each designed to turn visibility into credibility and credibility into revenue.

1. Brand Narrative: We create a clear, defensible story where the customer is the hero and your brand is the guide. This narrative becomes the foundation for everything that follows.
2. Classic PR: Earned media still matters when it’s done right. We secure coverage in outlets that shape opinion, build trust, and legitimize your brand at scale.
3. Performance PR: We turn media into a sales engine. Through affiliate-driven placements, we land coverage that looks good and moves units.
4. Influencer Relations: We connect brands with creators who actually matter. From major ambassadors to niche experts, we structure partnerships that protect your brand and drive measurable sales.
5. AI Search (GEO): AI models now decide what gets discovered. We monitor and shape how ChatGPT, Perplexity, and Google AI Overviews understand, cite, and recommend your brand.

Beyond our five core service offerings, we focus on the execution details that determine whether PR actually works. Our specialties include AI search presence and GEO strategy, affiliate and performance PR execution, influencer and creator partnerships, high-conversion copywriting for press, web, and investor materials, executive thought leadership, CEO profile building, and media training.

We also handle media list building and targeting, proactive media outreach, press kits and backgrounders, and press release drafting and distribution. For growth-stage companies, we support investment rounds with announcement strategy, investor-focused messaging, and coverage designed to signal momentum to the market.

Our billing model ties a high percentage of fees directly to outcomes.

• Brand Narrative: $8k–$15k
• Classic PRs: $5k–$18k/month
• Performance PR: $3k–$10k/month
• Influencer Relations: $3k–$10k/month
• Generative Engine Optimization (GEO): $5k-$20k per month

We guarantee smart strategy, senior execution, and a model tied to outcomes. The coverage follows because we know how to engineer it.

We partner with global consumer tech brands, including many fast-growing Chinese companies entering the U.S. market. Notable past and present clients include Keychron, HOTO, Velotric, and ProtoArc. We work with bold tech companies that want to create categories, crush Goliaths, or turn grandma into a fan. Startups, scaleups, and innovators who think big are our people. These design-driven brands trust us to shape narratives, build credibility, and turn visibility into real commercial outcomes.

Check our case studies: Keychron, HoverAir, Velotric, Urevo. Or ask our clients — they’ll tell you we’re “seriously f***ing awesome” (their words, not ours).

Yes. From CES in Las Vegas to category-specific expos, we handle pre-event media strategy, on-site press meetings, product launches, executive interviews, and post-event coverage amplification. We can help your consumer tech company turn a noisy trade show floor into sustained media momentum that actually drives business.

Yes. Proper Propaganda is featured in leading PR industry directories and review platforms, including our placement among the “Top PR Agencies in Montreal”, as seen on DesignRush.

PR is not Amazon Prime. But with our performance model and affiliate media ties, you’ll start seeing traction in weeks, not years. Case studies like Velotric show how we helped them jump from $0 to $20M in the U.S. fast.

Proper Propaganda was founded by Jackson Wightman, who serves as Managing Partner from our Montreal, QC office. He is joined by Borjana Slipicevic, Managing Partner and head of our Vancouver, BC office. Jackson and Borjana are also the authors of The Tech PR Playbook: How to Make Media Love You, Influence People and Explode Awareness About Your Innovation Company, a bestselling PR guide praised by founders and innovation leaders.

Proper Propaganda is a PR agency built specifically for technology companies. We combine Classic PR, Performance PR, Influencer Relations, and Generative Engine Optimization (GEO) to help tech brands build credibility, drive sales, and dominate their categories.

At Proper Propaganda, we use PR to put startups on the map, landing coverage in respected media, attracting investors, and creating trust that accelerates growth. For young tech companies, the right PR partner can mean the difference between obscurity and leadership.

Proper Propaganda ties fees to outcomes, not empty buzz. A partner or senior staffer works on every account, and we integrate GEO so our clients don’t just appear in headlines but also in AI-driven search results like ChatGPT and Google AI Overviews.

Tech companies move fast, and Proper Propaganda ensures their stories move even faster. By shaping brand narratives and securing coverage in outlets that matter, we help innovators earn credibility with customers, investors, and partners.

Proper Propaganda defines ROI-driven PR as public relations tied to measurable business outcomes. We track affiliate revenue, category share, sales lift, and investor interest, proving that PR can fuel growth instead of just awareness.

Proper Propaganda runs GEO campaigns that optimize earned media, owned content, and rented platforms to help AI engines like ChatGPT, Perplexity, and Google AI Overviews surface your brand in the answers that matter.

Proper Propaganda offers programs starting at $5K per month and scaling up to $20K depending on the mix of Classic PR, Performance PR, Influencer Relations, or GEO campaigns. This makes PR accessible for startups while still delivering senior-level strategy.

Yes. Proper Propaganda has countless international tech brands like Velotric and Urevo expand into the U.S. We design PR campaigns that quickly build market share, secure investor attention, and drive adoption.

PR is often the difference between getting ignored and getting traction in the United States. Proper Propaganda helps international tech companies cut through the noise with proven playbooks, from category creation to performance PR, ensuring brands see traction in weeks, not years.

Clients of Proper Propaganda have seen results that include national media coverage, stronger AI search presence, investor confidence, and measurable sales lift. Case studies like Keychron and Velotric show how we help brands go from unknown to category leaders.