5 Questions to Ask In Choosing A B2B Tech PR Agency
Written by Kirsty Langan, Practice Head: Emerging Technologies at B2B Tech PR Agency GingerMay.
Choosing a B2B technology PR agency means finding a partner that understands how to build credibility and trust across multiple channels. Media relationships, industry expertise, client case studies and a strong track record of coverage still matter, but so does the ability to strengthen your authority across traditional media, owned content, social platforms and AI-powered search.
Technology buyers now discover and evaluate companies through a growing range of sources. Alongside media coverage, recommendations, events, social content and traditional search, Large Language Models (LLMs) such as ChatGPT, Claude, Gemini and Perplexity are becoming part of the buying journey. Increasingly, prospects are asking questions such as:
- Who are the leading cybersecurity vendors?
- Which enterprise AI companies should I evaluate?
The shift is well underway. According to Forrester, 89% of B2B buyers have adopted generative AI, making it one of their top sources of self-guided information throughout the buying process, while 6sense found that 94% of B2B buyers use large language models during their buying journey.
The answers generated by these platforms are informed by trusted signals from across the web, including authoritative editorial coverage and credible third-party sources. This makes AI-powered discovery another important reason for businesses to build a consistent and authoritative presence across multiple channels.
PR is ultimately about building authority that influences buying decisions, wherever and however buyers are gathering information. Choosing an agency that understands how to build that authority has never been more important.
Here are five questions every technology company should ask before hiring a PR agency.
1. Can They Build Authority, Not Just Awareness?
As AI search grows, companies need to have their expertise showcased across the information ecosystem.
That means your agency should be helping to build authority through activities such as: executive profiling, opinion articles, owned research, newsjacking, LinkedIn, speaking engagements and awards programmes. These don’t just influence journalists, they also create the trust signals that buyers, analysts and AI systems use to determine credibility.
The strongest agencies also create original ideas. Proprietary research, benchmarking reports, annual industry studies and data-led campaigns provide new information that journalists want to cover and others want to reference.
For example, an annual threat intelligence report for a cyber security firm creates an asset that journalists reference, analysts cite, customers discuss and industry influencers share throughout the year. Unlike a single product announcement, that research continues to build authority long after it’s published.
2. Are They Experts In Your Industry?
You shouldn’t have to spend the first three months educating the agency, they should speak your language and have connections with the journalists, analysts, influencers and industry events that shape your market.
The best B2B tech agencies use that knowledge to inform their strategies and drive the best outcomes for their clients.
3. Can They Turn Complex Technology Into Stories People Care About?
The best agencies translate complex products into compelling stories that resonate with prospects, investors, partners and journalists. They understand how to position technology within broader business challenges and industry conversations.
The strongest outfits also create content rather than simply waiting for announcements from their clients. Through research, executive commentary, predictions and opinion-led campaigns, they ensure your business has a voice throughout the year, not just when there’s a product launch or funding announcement.
4. Do They Think Like A Strategic Business Partner?
PR should never be measured by coverage alone. The best agencies understand the commercial outcomes you’re trying to achieve. Whether that’s supporting sales, attracting investors, entering new markets, attracting talent or increasing market share, communications should contribute to those wider business objectives.
Technology PR that drives business outcomes requires senior experience and judgement. Ask what happens after the pitch: who will develop the strategy, manage media relationships and provide ongoing counsel? You should also understand how involved the agency’s senior team will be and how much of the work will be director-led.
5. Do They Deliver Integrated Communications Strategies?
Look for agencies that integrate earned media, thought leadership, executive profiling, content marketing, research, events and social media to create consistent authority across every audience touchpoint. The more consistent your expertise appears across trusted platforms, the stronger your brand’s authority becomes for human audiences and LLMs.
From Coverage To Credibility
AI is making PR more valuable than ever. As AI search becomes another route to information, the firms that succeed will be the ones that consistently earned trust, demonstrated their expertise and became recognised authorities in their field.
What makes a great agency isn’t the technology they use, it’s the judgement they bring. Knowing which stories matter, what conversations are shaping your market and how to build authority over time remains a uniquely human skill.
If you’d like to find out how AI search is changing technology communications or how to build greater authority for your business, we’d love to hear from you.
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