Finding the right PR partner can feel a lot like dating, you swipe through a bunch of options, read a lot of profiles, and hope you don’t end up in a mismatch that wastes your time and money. But unlike dating, the stakes are a little higher: your brand reputation, visibility in the market, and even potential revenue are on the line.
For B2B tech companies, PR isn’t just about getting your name in the headlines. It’s about building credibility with a very specific audience—decision-makers, analysts, journalists who actually understand your space. Pick the wrong partner, and your message might fall flat. Pick the right one, and you’ll see doors opening, conversations starting, and thought leadership taking off. So, how do you make sure you pick the right fit? Let’s break it down.
Know What You Actually Need
Before you even start looking at agencies, take a step back and think: what do we want PR to do for us?
Are you trying to get your product launches noticed? Boost brand awareness in a crowded space? Position your executives as industry thought leaders? Or maybe you’re looking for a partner who can help generate leads indirectly through media coverage? Each goal demands a different approach, and not every agency will be a fit for all of them.
Also, think about the scale. Are you looking for someone to work with you long-term, building your brand steadily over months or years? Or is this a one-off, “we need a big splash for the product launch next quarter” kind of thing? Knowing this upfront saves a lot of headaches later. It also helps you communicate clearly when you start interviewing agencies.
Finally, make sure your PR goals are tied to your business strategy. If you’re trying to land enterprise clients, you’ll want a partner who can open doors with trade publications and analyst firms. If you’re focused on growing your community, then digital-first campaigns and social media expertise might matter more. Clarity here makes every next step easier.
Look for Relevant Experience
Experience matters. You don’t want a generalist who “dabbles in tech” if they don’t really understand your audience or the complexities of your industry. That’s where a specialized B2B tech PR agency can make a huge difference. They get your world, speak your language, and know how to make your story resonate with the people who matter.
Ask potential agencies about their track record. Have they worked with companies like yours? Did they help launch products similar to yours? What kind of results did they deliver? Don’t just settle for a list of client names—dig a little deeper. Case studies, press coverage, and measurable outcomes matter more than brand names.
A good PR partner should also understand the technical side of what you do. If your agency struggles to explain your product in a single sentence, that’s a red flag. They need to translate complex ideas into clear, compelling stories that your audience can actually grasp.
Media Relationships Are Everything
A PR agency can have the best strategy in the world, but if they don’t have the right contacts, your story might never reach the right audience. Ask about their relationships with journalists, analysts, and publications in your industry. Do they have a Rolodex—or in today’s world, a solid network of connections that actually opens doors?
But don’t just take their word for it. Look at the media coverage they’ve secured for clients in the past. Is it high-quality? Relevant to your industry? Or is it just filler coverage that doesn’t move the needle? You want a partner who can get you in front of people who influence buying decisions and industry perception—not just vanity placements.
How They Approach Strategy
Here’s where some agencies really stand out—or fall short. A good PR partner doesn’t just send press releases and hope for the best. They craft a strategy tailored to your goals, audience, and business objectives.
Ask them how they measure success. Are they tracking media hits alone, or are they looking at metrics that actually matter, like engagement, inbound leads, or share of voice in your market? Do they adapt when something isn’t working, or do they stick to a rigid plan?
Also, make sure they understand the channels that actually move the needle today. Traditional media still matters, but digital platforms, social media, and influencer partnerships are increasingly important in tech. If they’re stuck in a “we only do print” mindset, you might not get the ROI you’re hoping for.
References and Case Studies
Never underestimate the power of hearing from people who’ve worked with the agency before. Ask for references, case studies, or examples of campaigns they’ve run. Then go a step further—talk to the clients. Find out how it felt to work with the agency day-to-day. Did they deliver on promises? Were they proactive, communicative, and flexible?
Case studies can show results, but client conversations reveal the nuances. How did the agency handle challenges? Did they understand the client’s business well? Were they a true extension of the team or more like a vendor checking boxes? Both perspectives matter.
Cultural Fit and Communication
Here’s a part that often gets overlooked: culture and communication style. Even the best PR strategy can fail if your teams don’t click. Look for an agency that’s collaborative, transparent, and easy to work with. You want partners who can challenge you when needed, but also listen and adapt to your input.
Communication frequency and style are important too. Some agencies give you weekly updates, others prefer monthly reports. Some are very formal, others are casual and quick to respond. Make sure it aligns with how your team works—otherwise, frustration can pile up fast.
Budget and Contracts
Money matters. PR can get expensive, and not all agencies structure their pricing the same way. Some work on a retainer, some on a project basis. Some include a set number of press releases or media pitches, others don’t.
Be clear on what you’re paying for and what you expect in return. Ambiguity leads to friction. Ask about extra fees, out-of-pocket costs, or anything that might pop up unexpectedly. A transparent conversation about budget from the start saves headaches down the road.
Contracts are another key area. Make sure deliverables, timelines, and metrics for success are clearly outlined. This isn’t just legal fine print—it’s your roadmap for the partnership.
Wrapping It Up
Choosing the right PR partner is part strategy, part gut instinct. Start by defining your goals, then look for agencies with experience in your industry, strong media relationships, and a strategic approach that matches your vision. Make sure the fit feels right culturally, and be upfront about budget and expectations.
The key takeaway? Don’t rush. Take the time to vet your options, ask the hard questions, and get a feel for how it will actually be to work together. The right PR partner isn’t just a vendor—they’re an extension of your team, your voice in the market, and a driver of growth. Start the search today, and think of it as investing in a relationship that can shape your company’s future.
