SPOTLIGHT
The Unseen Engine: The Hidden Role of PR in the Technology Industry By Fiorenza Mella, CEO and Jess McMurray, Senior Content Strategist at Xpresso Communications
If the tech industry were a rock band, public relations would be the roadie. We don’t take the stage, we don’t bask in the spotlight, and we certainly don’t throw TVs out of hotel windows. But when that powerful sound thunders out across the stadium, it’s because the stage was set by those who know the music, know the instruments, and know how to set them up so that the stars can shine. And, crucially, so that the audience can hear the message across the din.
sometimes lean toward the spectacular: planned leaks, red-carpet launches, viral stunts. In tech, the glamour is subtler. We’re not selling hype. We’re translating innovation into meaning. PR in the tech sector is about bridging two sides of a complicated conversation: connecting engineers and developers with broadcasters, integrators, CTOs, decision-makers. We help shape stories that are clear, relevant and rooted in real-world impact. In B2B technology, credibility is the currency - and PR helps companies earn it, one thoughtful article or strategic interview at a time. That takes more than just buzzwords. It demands subject-matter fluency, editorial instinct, writing skill and industry trust. And perhaps most importantly, the ability to give a company its voice - not a generic brand tone, but a specific, consistent and human voice that resonates across platforms. Its multidisciplinary work, often involving research, trend analysis, technical understanding and collaboration across marketing, sales and product teams. Yet, unlike advertising - where MadMen- esque grandeur often sees an agency’s name tucked into the bottom corner of a magazine ad, PR professionals often
In a world fuelled by visibility - clicks, impressions, headlines - PR professionals in the technology sector occupy a curious space: essential, but intentionally hidden. This is not an oversight. It’s the unspoken rule of the game. The illusion of organic authority is precisely what gives earned media its power. A feature in a trade magazine or a quote in Forbes doesn’t - and shouldn’t - come with a footnote saying, “Brought to you by a PR agency.” That quiet anonymity is by design. Journalists guard the appearance of editorial independence. Brands want their messaging to feel authentic, not manufactured. And PR? We keep the gears turning, silently. It’s tempting to compare PR to roots or operating systems (and many have), but perhaps it’s closer to the duck gliding across a lake: serene above the surface, legs paddling furiously beneath. The difference is - nobody sees the legs. Nobody should. PR in the Tech Sector That’s especially true in technology. In more consumer-facing industries, PR can
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SEPTEMBER 2025 Volume 47 No.3
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