Key Takeaways
- Tech buyers research vendors through AI answer engines, which cite earned media, so coverage is now discovery infrastructure, not vanity.
- Judge a tech PR agency by the specific publications it can name, not by promises of 'top-tier tech press.'
- A guarantee matters more for startups managing runway: named publication, refunded if it does not run.
- Insist on permanent, indexed articles that keep feeding search and AI citations over time.
- Match the engagement to your stage rather than paying for a retainer you cannot yet justify.
Why tech PR is different
A tech buyer evaluating a vendor no longer just reads a review. They ask an AI assistant which tools are best, and the assistant answers with names drawn from published coverage. That makes earned media in credible outlets the raw material of how tech products get discovered now, not a metric for a slide. A tech PR agency's job is to get your company into those sources.
An agency still measuring success in press-release pickups is solving last decade's problem. The one worth hiring understands that a permanent, credible article is both a human trust signal and a machine-readable input the AI engines cite.
What to look for in a tech PR agency
Coverage in outlets both humans and AI engines trust
The strongest placements sit in recognised technology and business publications that AI systems cite heavily. Baden Bower guarantees placement in named outlets and publishes the full list up front, so you can confirm the specific titles before committing rather than trusting a vague promise of top-tier tech press.
A guarantee, not just a pitch plan
Tech founders manage runway carefully. An agency that charges a monthly retainer with no guaranteed output asks you to spend scarce cash on a maybe. A model that names the publication and refunds the fee if it does not run puts the risk where it belongs, on the agency.
Permanent, indexed articles
A placement that disappears behind a paywall or drops out of the index in six months does little for long-term discovery. Ask whether the coverage is permanent and indexed, because that is what keeps feeding search and AI citations.
Baden Bower guarantees placement in named technology and business publications, agreed before you pay and refunded in full if the coverage doesn't run.
See If You Qualify →Questions to ask a tech PR agency
Which specific tech and business publications can you place me in? Do you guarantee the placement, and what is the refund policy? How do you approach AI visibility, not just traditional press? Are the articles permanent and indexed? Can I see examples of coverage you have placed for similar companies?
The bottom line for tech companies
Match the engagement to your stage. If you need a credible, permanent article fast, a guaranteed placement is the cleaner buy. You can review pricing and available outlets before any sales conversation, which is the transparency a technical buyer should expect and rarely gets.
Frequently Asked Questions
What does a tech PR agency do?
A tech PR agency earns coverage for technology companies in publications and, increasingly, in the AI answer engines buyers now use to research vendors. The goal is to get your company into the trusted sources both humans and AI systems rely on.
How much do tech PR agencies charge?
Retainer-based tech PR agencies typically charge several thousand dollars a month with no guaranteed output. Guaranteed-placement agencies price per named publication, so you pay for a specific outcome instead.
How do I choose a tech PR agency?
Confirm which specific publications they can place you in, whether they guarantee the placement and refund if it fails, how they handle AI visibility, and whether the resulting articles are permanent and indexed.
Does tech PR help with AI search visibility?
Yes. AI answer engines overwhelmingly cite earned media, so coverage in credible, indexed publications is what makes a tech company appear when a buyer asks an AI which vendors to consider.