In public relations, there is no one-size-fits-all strategy for success. A grassroots organization seeking local donations requires a different approach than a company courting corporate investors. Similarly, a B2C brand will often need broad consumer appeal, while a B2B company might prioritize reaching decision-makers in its target industry. Some companies focus on showcasing products, while others aim to promote their expertise.
Working at a communications agency with a diverse roster of clients has taught me that each client requires a unique, tailored strategy. Over time, though, I’ve developed a toolkit of adaptable approaches that can be refined and applied across industries, ensuring every client’s message reaches the right audience effectively.
Crafting Stories Without News
Early in my career, I worked with an aerospace client whose work was groundbreaking—but often confidential. Its customers, which included governments and militaries, rarely wanted their collaborations mentioned, and certain product details couldn’t be disclosed.
Without traditional “big news” to rely on, we developed an “Industry Highlight” approach. We explored every potential application—from defense and logistics to farming and emergency response—and offered trade publications in each sector expert interviews on how the technology could revolutionize their industry. This strategy allowed us to tap into various sectors and position the company as an innovative leader, even without direct announcements.
This method—targeting diverse industries based on a product’s broader applications—is now a staple in my PR toolbox. It involves looking beyond a product or service’s primary market to craft compelling, industry-specific stories that resonate.
The Power of Relationships
One of the most high-profile announcements I ever worked on involved a client raising hundreds of millions in funding from Google and NVIDIA—reaching unicorn status. Everything was carefully planned: curated media lists, a polished release, scheduled interviews, and a synchronized team.
Then the story leaked. Not by us—and was riddled with inaccuracies. Suddenly, major outlets that had been eager to cover it were now hesitant. The story had already broken, interviews were canceled, and some journalists saw no value in covering “stale” news.
This is where relationships mattered. Journalists we’d worked with before—from top-tier outlets to niche publications—went out of their way to give us a chance to set the record straight. Instead of dismissing the story, they worked with us to ensure it landed as intended.
Ultimately, we achieved strong placements, but the results wouldn’t have been possible without those relationships. This experience reinforced a core PR truth: trust with journalists is built by being reliable, responding promptly, delivering value, and going the extra mile—whether it’s offering timely information or an exclusive—to strengthen those relationships. When things go sideways, that trust can make all the difference.
Cross-Industry Lessons: Applying Tech PR to Non-Profits—and Vice Versa
Now, let’s take a look at some broader industry practices, which reveal more transferable insights.
Strategic planning matters – While tech companies often prepare for announcements for months, non-profits often underestimate the newsworthiness of their updates, treating press releases as an afterthought rather than an opportunity to reach wider audiences. Yet, by applying the same strategic rigor as a corporate launch—planning ahead, setting embargoes, and putting in the extra effort—we’ve landed broadcast interviews and mentions for numerous non-profits in top-tier media outlets.
Data-driven storytelling – Another key practice from tech PR is leveraging data to capture media interest. In tech, we often collect and package data for journalists, providing them with assets, insights, and evidence—not just press releases. This practice establishes credibility and can often attract great attention. Many organizations, especially large non-profits, have valuable data but struggle to package it effectively. Helping non-profits leverage their data to highlight trends in their fields can be a game-changer for boosting media interest.
The power of thought leadership – The tech world thrives on thought leadership, a strategy many non-profits underutilize. Nonprofits often hesitate to position their leaders as industry experts—through op-eds, commentary, and speaking engagements—but the results can be transformative. We’ve helped non-profit leaders land bylines in outlets like The Wall Street Journal and TIME simply by sharing informed perspectives on broader industry issues. This strategy strengthens their credibility and authority.
Leading with the problem – Conversely, nonprofits often excel at storytelling in a way that feels personal and relatable—something tech companies can learn from. Instead of focusing solely on their product solutions, tech leaders should frame the challenges they’re solving in human terms. Shifting to vendor-neutrality and focusing on wider industry issues is an approach we regularly share with tech clients: don’t just spotlight the product—let people feel the pain of the problem it addresses before introducing the solution.
Speaking with passion – Another takeaway is authenticity. Non-profit leaders speak with genuine passion about their causes, which is often more compelling than rehearsed talking points. Tech executives can learn from this: Those who adopt a more human, narrative-driven approach can better connect with media and stakeholders while still hitting key messaging goals.
Contact us to learn how to tailor your PR strategy across industries for maximum media impact.
