The evolution of the international tech PR landscape: what considerations do we need to make now?
[Pictured from left to right: Bartosz Cholawo, Julie Wright, Aimilia Mamopoulou, Karsten Hoppe, Estelle Monraisse (image credit: Camille Collin photographe), Greg Halse, Tilo Timmermann.]
There’s no denying public relations has global impact, and particularly for the rapidly changing technology sector where there is much noise around AI and cybersecurity, PR does an essential job generating cut-through for tech businesses.
As a member of the IPRN (International Public Relations Network), AMBITIOUS contributes and explores expertise and knowledge with a range of independent agencies across the world.
Most recently, our Associate Director and tech specialist, Greg Halse, represented the United Kingdom alongside agencies from France, Germany, Poland, the US and Greece in research on the current state of tech PR in their respective countries.
Read on for expert insight, to gain a comprehensive understanding of the international tech PR landscape in 2025.
Tech PR in the UK
Greg Halse, AMBITIOUS
The domination of AI
“Much like other regions and conversations globally, artificial intelligence is dominating the headlines. So much so that the new government recently announced the launch of its AI Opportunities Action Plan. Despite the emphasis on AI to perform administrative and processed-based tasks, many fear that the introduction could lead to public sector jobs being taken.”
From a technology infrastructure perspective, the UK still continues to navigate the analogue to digital switchover, with the proposed shut down of the public switched telephone network (PSTN) extended till 2027 due to lack of preparedness. The UK is lagging far behind other nations who have had ‘digital only’ networks for some time.”
How journalist relationships are changing
“Media footprint has significantly reduced over the past few years. Capturing the attention of journalists has become more challenging which has led to pitches and approaches requiring more creativity and out-of-the-box thinking to secure a unique angle and to line up interviews.
With publications and titles reducing the number of journalists and changing remit to focus on news only, the approach has had to adapt to meet this challenge. Exclusive pitches and offering ready-made content packages have also helped to secure interest with leading titles, as well as leveraging relationships built previously and forging news ones. With more journalists working from home and out of the office, it’s been harder to get face-to-face time, so leveraging existing relationships has been key.
Timing can also be really important in order to avoid media saturation. Research and the value of whitepapers have been huge for AMBITIOUS’ clients over the past year. Finding a unique discovery or piece of data on a specific sector can make all the difference in catching a journalist’s attention and getting cut-through.”
Tech PR in France
Estelle Monraisse, Mascaret Partners
Planning in advance is essential
“Media now have multiple editorial meetings throughout the day (instead of one meeting in the morning), altering work organisation and deadlines. Previously, press releases could be sent a few days in advance, but now it requires 10 to 15 days. Additionally, many tech journalists have “left the field”, making efficiency and understanding journalists’ constraints more critical. Moreover, the media sector in France has seen significant layoffs since 2020. Twitter’s influence has also diminished, with many companies and media outlets disengaging from the platform, except for the crypto-blockchain sector.”
Quality not quantity
“It’s essential to remember that press relations are free, and journalists don’t owe us coverage. We must provide journalists with what they need according to their editorial line, whether it’s economic data or technological examples. It’s better to pitch a significant story once a month than to overwhelm them with frequent, irrelevant pitches. Availability and responsiveness are crucial, ensuring journalists get the information they need promptly. Despite the digitalisation of the industry, human relationships remain fundamental.”
Tech PR in Germany
Karsten Hoppe and Tilo Timmermann, TDUB Kommunikationsberatung
The importance of brand storytelling
“There is currently a heated discussion about the trend away from performance marketing and back to brand in Germany. The big players have realised that a pure focus on sales is not enough to anchor the brand with consumers and achieve a long-term ROI. Marketing Managers today remember the old wisdom, that “you don’t buy, what you don’t know” and there’s enough experience showing that performance marketing alone doesn’t help to make people wanting your brand and your products. Cutting brand activities destroys your brand awareness and its attractiveness in the target group.
Storytelling is therefore of central importance in the relationship between companies and journalists. PR in Germany is conducted at a highly professional level and with great intensity. Standard measures such as sending press releases or invitations to a press conference alone are not very promising. We know tech journalists whose inboxes are flooded with 500 emails every day. With such an overwhelming flood of information, journalists only read e-mails from brands and people they know and trust. We can only reach them with high-quality information on specific, established channels.” – Karsten Hoppe
How COVID-19 and the digital world continue to affect the industry
“Two factors have fundamentally changed the way PR works in Germany: the ongoing digitalisation and the consequences of the coronavirus pandemic.
Caught up in the transformation, many traditional media have still not found a viable business model for refinancing with online media. If journalism is freely available online and hardly any online subscriptions are sold, publishers have to save on editorial costs. This can mean a restriction for PR if the editors quite simply no longer have time to search their inbox for press releases or do in-depth research like they did in the last century. But it can also be an opportunity if the PR person gets exclusive access to the gatekeeper and can provide them with tailored, quickly usable, relevant information.
The coronavirus pandemic has permanently changed many established processes in Germany. You can no longer simply call the editorial office because most journalists now work remotely. Direct access via a personal cell phone number or a LinkedIn contact has therefore become much more important. Quantitative measures fail, the quality of the collaboration becomes fundamental: only if you have the trust of the journalist, if he knows that you regularly provide good information and no spam, will he work with you in partnership.” – Tilo Timmerman
Tech PR in Greece
Content is key
“Tech PR in Greece has transformed over the past five years, particularly after the COVID-19 pandemic, shifting from traditional media to a digitally driven approach.
This involves a strong focus on creating engaging content for online platforms and social media, leveraging influencer marketing, and emphasising storytelling to connect with audiences beyond ordinary product promotion.
Content creators are in the spotlight, introducing a new era of tech PR. Their focus is on different aspects, like trends and lifestyle, and they manage to deeply affect traditional tech journalism. On the other hand, the traditional-dedicated tech journalists have been forced to shift into different paths, either by broadening their focus on other topics, or by building their online persona as tech experts (thought leadership through expert positioning and data-driven measurements).”
Utilising AI to enhance, not replace
“AI is transforming tech PR in Greece by facilitating everyday processes like media monitoring, data analysis, and content drafting. It enables PR teams to stay updated, research and identify trends, analyze media sentiment, and tailor pitches more efficiently.
Despite all the benefits that have been unlocked with AI, public relations is a sector that requires human relations, and it’s built upon them. Whether it is tech PR or fashion PR, AI cannot replace the human aspect, only boost its power and efforts.”
Tech PR in Poland
Bartosz Cholawo, Public Dialog
The need for transparency and ethical practices in tech
“Over the past 5 years, Poland has shifted from tech enthusiasm to growing tech scepticism, reflecting global trends but with unique local nuances. Initially, the rise of tech giants like Google was met with optimism, seen as drivers of innovation, economic growth, and digital transformation. Platforms like Google revolutionised access to information, business operations, and media distribution, earning widespread trust.
However, this enthusiasm waned as issues like data privacy breaches, monopolistic practices, and the erosion of local market competitiveness came to light.
In Poland, a key turning point was the 2021 “Media Without Choice” protest, where Polish media criticized Google’s dominance in digital advertising and search algorithms. The subsequent drop in organic traffic for protesting outlets deepened mistrust, highlighting the company’s immense market power.
Today, Polish audiences and regulators increasingly demand transparency and fairness from tech firms. This scepticism has reshaped tech PR strategies, emphasising local partnerships, education, and ethical practices to rebuild trust in a more critical and informed market.”
The benefits of AI for global businesses
“AI tools have become very useful in accelerating research and preparing simple translations. Translation technologies allow for real-time multilingual content creation, ensuring seamless communication across global markets. These capabilities save time, reduce costs, and enhance the reach of campaigns. While challenges like bias and over-reliance remain, AI’s ability to simplify complex tasks and provide immediate insights makes it an invaluable tool for today’s PR professionals.”
Tech PR in the US
Julie Wright, (W)right On Communications
Being seen next to the big players
“The U.S. tech market is enormous, crowded and globally influential. In the U.S., tier-one tech media, like the New York Times and Wall Street Journal, focus on the “Magnificent Seven:” Apple, Microsoft, Google parent Alphabet, Amazon.com, Nvidia, Meta Platforms and Tesla. Tech writers at such outlets are typically assigned to cover and follow every move made by each of these companies.
This concentration of reporting on these marketing-moving companies combined with shrinking newsrooms means fewer top-tier tech journalists to cover the thousands of other innovative emerging and mid-tier tech businesses.
To land consistent, meaningful media coverage, trade publications, blogs and influencers plus thought leadership content are often the best route as well as working the trade show circuit with media briefings, speaking opportunities and networking. And when well-coordinated, these activities in concert can help lesser-known companies “earn” their way onto top-tier media’s radars.”
The politics of technology
“While two years ago, the Metaverse was peaking in the technology hype cycle, it has been eclipsed by AI since the release of ChatGPT. And ChatGPT has already been disrupted by China’s DeepSeek.
The political environment is entering the tech conversation as well. With the new U.S. presidential administration featuring a tech titan as “First Buddy” (a reference to the traditional role of the “First Lady”), tech and political culture are merging. Additionally, the new President has pledged to be the Crypto President.”
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