Most technical founders believe the story starts with the product. They focus on innovation, performance, and the problem they’ve solved. That makes sense inside the company. But outside it, that framing often falls flat.
Journalists aren’t looking for technical accuracy. They’re looking for relevance. If the story doesn’t connect to a broader conversation, it won’t land. And if the language requires a background in computer science to follow, it won’t travel.
This isn’t a problem of importance. It’s a problem of interpretation. Complex doesn’t convert. Not because audiences can’t handle detail, but because they don’t know why it matters yet. The job of good PR is to bridge that gap.
A strong media narrative starts by translating what’s new into what’s useful. That might mean showing how a tool changes a familiar workflow. It might mean connecting infrastructure-level innovation to a human outcome. Or it might mean reframing the company’s mission in terms of cultural or economic shifts already underway.
The mistake many teams make is assuming the product speaks for itself. It doesn’t. Especially in a crowded market. When dozens of companies are solving similar problems, the product isn’t what sets you apart, it’s how you explain it.
This is where positioning matters. Media attention follows pattern recognition. A journalist won’t care that your product is slightly faster or more secure unless that change ties into something larger. That might be an emerging trend, a shift in regulation, or a ripple effect across industries. Without that tie-in, the pitch reads like an internal update.
Founders often worry that simplifying technical language will dilute the story. But simplicity is not the same as dumbing it down. It’s about clarity. A founder who can explain their product in plain terms earns more trust than one who relies on jargon. In fact, the ability to explain complexity clearly often signals real expertise.
The best comms strategies for tech don’t hide the technical layer. They anchor it in meaning. Instead of leading with specs or architecture, they lead with insight. What is this product helping people do that wasn’t possible before? What risk is it reducing? What opportunity is it unlocking?
This approach doesn’t just benefit external audiences. It also helps internal alignment. When the whole company understands how the tech connects to the story, marketing becomes more consistent. Sales messaging improves. Investor conversations become sharper. And thought leadership takes on a clearer voice.
It’s also important to build narrative flexibility. Technical products evolve. Messaging needs to evolve with them. Locking into one product-focused storyline too early can limit future moves. That’s why strong positioning often lives at the intersection of product and principle. It’s grounded in what the company does but anchored in what the company stands for.
Media strategy for technical companies works best when it’s layered. Not every outlet needs the same level of depth. A business podcast might want the founder’s vision. A trade publication might want a use case. A top-tier publication might want a signal that fits into a macro story. Each of these can stem from the same narrative foundation, but the execution has to adjust.
Founders who understand this tend to show up more effectively. They’re able to speak about their product without getting stuck in it. They don’t confuse complexity with credibility. And they treat media as an opportunity to create connection, not just to deliver facts.
At its best, PR for tech is about clarity. Not because the tech isn’t interesting, but because it’s too interesting to get lost in translation.
Looking for advice on media coverage or want to look into guaranteed options? Reach out directly at jordan@notabilitypartners.com.
