What a high-tech PR agency actually does differently
Most PR agencies pitch your deep-tech product the same way they pitch consumer goods: benefit-led, buzzword-heavy, technically shallow. Tech journalists at The Verge, Ars Technica, Wired, TechCrunch, Sifted and The Information see through that in the first paragraph and delete the pitch. A specialist high-tech PR agency sits closer to your engineering team than your marketing team, understands why your architecture is interesting, and can translate real technical differentiation into a story the Tech Editor at the Financial Times will actually read to the end.
High-tech sectors we cover
- AI and machine learning: foundation model launches, applied-AI startups, safety and alignment research, enterprise AI deployments.
- Semiconductors and hardware: chip architecture launches, fab announcements, HPC systems, quantum hardware.
- Deep tech and R&D-led startups: materials, energy storage, fusion, robotics, synthetic biology.
- Cybersecurity: vulnerability disclosure coordination, breach-response PR, security vendor launches.
- Enterprise software and infrastructure: databases, developer tools, cloud infrastructure, observability.
- Climate tech and hard science: hydrogen, carbon capture, climate modelling.
UK and global tech publications we place in
UK tech: Sifted, TechCrunch UK, UKTN, The Register, Computer Weekly, Wired UK, New Scientist, The Engineer.
US tech: TechCrunch, The Information, Ars Technica, Wired, The Verge, MIT Technology Review, IEEE Spectrum, VentureBeat, Axios.
Business press with strong tech coverage: Financial Times (Tech Desk), Wall Street Journal (Tech), Reuters (Technology), Bloomberg Technology, The Economist (Science & Tech), CNBC.
Our high-tech PR process
We start technical, not marketing. Our first call is usually with your CTO or lead researcher, not your CMO. We want to understand what is genuinely novel in the architecture, the benchmark, or the approach — because a journalist covering AI at Ars Technica will spot a puffed-up claim in seconds. Once we have the technical truth, we work backwards to find the angles that translate it into a story with stakes and named characters.
We then pitch to a short list of named tech journalists who cover your specific beat. We pre-brief under embargo where the story warrants it. We provide clean product images, technical diagrams, and expert spokespeople who can handle a follow-up question without falling back on marketing language.
High-tech PR pricing
- Launch PR for a technical product or research announcement: from £4,500 one-off, including messaging, press release, and pitches to 15 named tech journalists.
- Ongoing tech PR retainer (funding round, hiring, roadmap updates, research milestones): from £4,500 per month.
- Crisis / vulnerability-disclosure PR: quoted per-project, typically £5,000–£18,000.
When NOT to hire a high-tech PR agency
Pre-seed stage with no product shipping. Vapourware announcements. When the goal is paid contributor coverage you can buy directly from Forbes or Entrepreneur without an agency markup. When your only news is a funding round under £1m — that sits better as a Sifted or UKTN column than a PR push. We will tell you this on the first call so you do not spend money for no gain.