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Why Should I Hire a PR Agency?

sian@karbocom.com on October 29, 2025

Establishing a memorable reputation is a challenge every growth-minded company faces. Whether you are building momentum as a startup or moving your business into a new phase, visibility in the market influences how investors, customers, and partners decide to engage with you.

However, traditional search is no longer the only way people discover brands and solutions. The influx of AI-powered tools such as ChatGPT and conversational interfaces is changing how teams and buyers gather information before they make purchase decisions. Recent data show more than 30 percent of Gen Z users perform company research on platforms such as ChatGPT and Perplexity, and there’s been a steady increase over the last 6-months of Google searches resulting in AI overviews. This makes discoverability a moving target.

Partnering with a PR agency like Karbo gives your business the best chance to be found and trusted, no matter how the search and media landscape changes.

What does a PR Agency actually do?

While the majority of professionals these days know that a PR agency is more than a “press release factory”, there is still some mystery about what PR agencies can and should be doing for their clients. While the tactics and services can vary based on region, skill set and subject matter expertise, the right team helps shape how your company shows up in every space where reputation matters. This can be in news stories, across social platforms, through speaking engagements, award programs, influencer partnerships, or in conversations driven by today’s AI-powered platforms.

At its core, PR work centers on crafting narratives and giving executives a stage to communicate differentiation and thought leadership.

Agencies gather the facts, dig into your differentiators, and turn details into messaging that’s compelling for journalists, analysts, customers, search engines, and the algorithms behind tools like ChatGPT. They monitor trends, track mentions, and anticipate issues. They counsel your leaders before the spotlight arrives, make sure you get the spotlight, help you avoid potholes, and step in with prompt guidance when problems or crises surface.

PR agencies build and protect your brand by:

Creating messaging that differentiates and lands effectively and consistently across web, media, and social channels
Developing and pitching compelling narratives to trusted outlets, influencers, analysts, and award committees
Securing speaking engagements and pursuing industry awards to raise your executive and brand profile
Preparing your team for interviews and media opportunities
Anticipating and avoiding potential crises
Monitoring and reacting to digital sentiment, influencer conversations, and new search patterns, including how your company is referenced in AI-generated summaries

When your company is moving fast, launching new products, or entering new markets, a PR agency helps you stay visible and credible. With the right partner, activity will result in increased awareness and real trust with the audiences who matter most.

Why do companies hire a PR agency?

Every company reaches a stage where attention, credibility, and influence can’t be achieved by organic word-of-mouth alone. You may have a strong product and an ambitious team, but so do many tech founders. The bar for “standing out” in busy, competitive markets is rising; meeting it requires expertise and scale.

PR agencies help companies drive meaningful progress in several ways:

Discoverability is no longer limited to classic web search. PR agencies know how to position your brand for AI-driven platforms, ensuring your company is found and referenced where your audiences are searching.
Editors and analysts tend to listen up when a pitch comes from a source they already trust. Doors open more easily, and your news expands beyond your echo chamber.
If your story keeps changing across different channels, you confuse more people than you convince. PR keeps every version of your message in tune, so you sound like one company, in print, on socials, at events and through AI summaries and searches. And you’re clearly differentiated from your competitors.
Opportunity moves fast, but so do PR teams. Agencies uncover news hooks, connect you to decision-makers, and bring in visibility at a pace you would struggle to achieve on your own.
Awkward questions and crises can be par for the course. PR can prepare leaders to manage the unexpected, relieving some of the pressure by instilling confidence

Working with a PR agency means you have an experienced partner focused on your progress. This is the team that gives you a strategic edge when reputation and timing are crucial.

How do you know when it’s time to bring on a PR agency?

There’s no universal timeline for engaging a PR agency. But there are several inflection points where an agency is especially valuable. Some brands make the call before their product launch, while others only reach out after a crisis erupts or growth stalls. As a rule, the most value comes from partnering with a PR agency before issues escalate or reputational gaps widen. If you’re hearing the same questions repeatedly, struggling to align your messaging, or noticing your competitors own the headlines and AI moments, it’s time to consider external support.

Based on our experience, here are inflection points when engaging a PR agency makes the biggest difference for startups and scaling teams alike:

You haven’t launched your company yet
Your market is increasingly competitive and it’s become more difficult to keep and gain ground against your competitors
You’re gearing up for a funding round and want to stand out to investors
A product launch is coming and you need widespread coverage
Your audiences are confused about who you are and what you do
There’s industry chatter you want to shape, influence, or ride
Competition is heating up and you’re falling behind in search and media
You sense that your digital footprint is too small, or your story isn’t landing with buyers, partners or algorithms

A good PR agency doesn’t push for action just for the sake of activity. The right time is when visibility matches your ambition, and when it’s clear you have a story worth amplifying. If your leadership is committed, your team is ready to collaborate, and you’re prepared to share both wins and challenges, you’ll see the biggest impact.

The bottom line: if your business goals hinge on awareness, trust, credibility and/or scaling recognition, it’s time to think about partnering with a PR agency, before you’re caught reacting to someone else’s narrative.

Can a PR agency help my business get found in AI search?

Absolutely. More decisions, purchases, and recommendations are shaped by AI-generated summaries, chatbots, and new platforms that rank and cite brands on the fly. If your business isn’t appearing in these recommendation engines, you’re likely missing out on crucial opportunities.

A tech PR agency helps you get found in all these channels. The right team crafts stories and proof points designed for the algorithms that power AI-driven results in addition to journalists and traditional search. This means your brand shows up in news coverage, industry conversations, and the AI-powered answers shaping real decisions.

The Karbo team can ensure you appear in the places where buyers, journalists, partners, and investors are looking, including new search tools, smart assistants, and AI-driven platforms. In crowded, fast-moving markets, discoverability is what sets ambitious brands apart. Our job is to keep you visible and trusted, regardless of where search starts.

What should you look for in a PR Agency partner?

This is a partnership, not a procurement process. You want a team you trust that gets your sector, shares your urgency, and can actually deliver, not just promise.

Look for agencies with a proven record of partnering with companies like yours, in your market and at your pace. A strong partner asks the hard questions, spots issues before they develop into problems, and can show real evidence that their work delivers outcomes with media, analysts, buyers, and investors alike.

Reliable agencies are upfront about who will be on your team day-to-day, how they report progress, and how fast you can expect to move from kickoff to first results. You get the most out of an agency when you’re clear about your goals, candid about your challenges, and ready to collaborate. Chemistry matters; so does candor.

What sets Karbo apart? Karbo puts senior PR pros on the frontline. You don’t get a bait-and-switch after the pitch, but real partners who live and breathe your sector and your business. We’ve worked with thousands of companies over twenty five years, from ambitious startups to high-growth companies facing high stakes and market noise. Our approach mixes creativity with commercial sense, helping you cut through, land your message, and get the recognition and relationships you need to win.

Ready to raise your profile, reach the right audiences, and make your story travel further, both with people and the AI systems shaping our industry? Reach out to Karbo for a discovery call and learn how we help ambitious brands cut through.

Frequently Asked Questions About Hiring a PR Agency

Is PR only for large companies?

No. PR is essential for growth at any stage. Startups and scaling teams benefit from experienced guidance just as much as established brands. A good agency tailors plans to your goals and resources, making impact possible whether you’re building early recognition or managing major launches.

How quickly can I expect to see results?

Some wins arrive fast; coverage, buzz, and new introductions can happen within days or weeks. Strategic reputation and trust, however, are built over time. The best results come from steady work, smart storytelling, and real partnership between your team and your agency.

What ROI does PR deliver?

PR is an investment in visibility, credibility, and connection. ROI may show up as concrete coverage, inbound leads, improved investor conversations, stronger industry relationships, and increased discoverability in both media and search. Align on your goals at the start of your partnership and work with your agency to decide on the optimal reporting cadence.

Does PR help with AI and digital discoverability?

Absolutely. Modern PR strategies include making sure your brand appears in news, search, analysts’ reports, and inside AI-powered platforms. Agencies track how you’re referenced, cited, and surfaced, so you show up everywhere your stakeholders go looking.

What does good PR look like for my business?

You should expect partnership and transparency from your agency. Reporting, responsiveness, and the ability to flag risks, seize opportunities, and shape your story all matter. If you’re ready to invest in reputation, expect your agency to invest in your success.

How can I go about hiring a PR agency?

We’ve developed some additional resources to support brands on this journey. Check out “Must-Ask Questions to Land Your Ideal Tech PR Agency” and “Why Your RFP for a Top Tech PR Agency Isn’t Working and How to Fix It” for advice and guidance on how to get the most out of your search.

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Must-Ask Questions to Land Your Ideal Tech PR Agency

sian@karbocom.com on August 29, 2025

Hiring a PR partner means investing in a force multiplier for your brand; one that shapes how markets, investors, customers, partners and AI-driven platforms see, trust, and engage with you. A true PR partner earns their seat at the table by expertly threading your story through buyers, algorithms, and inboxes with the consistency of a trusted confidante. They tell you the hard truths, even when uncomfortable, and help you avoid costly mistakes before they happen.

If you look for proof, process, chemistry, and candor: you can’t go wrong. To zero in on the right partner, here are several sharp questions to ask as you make your tech PR agency choice.

How do you ensure your PR plans fit into other marketing functions like demand gen, SEO, and content? What’s your approach for aligning PR strategy to business objectives?
Agencies working in silos are missing the big picture and big opportunities. The best PR teams collaborate seamlessly across all channels, contributing to a cohesive brand experience that drives action. Integration isn’t just a nice-to-have; it’s crucial for turning awareness into genuine results and delivering a meaningful return on investment.
Have you pitched, placed, and protected brands like ours, in our market and at our pace?
You want a team proven in your sector, with real wins and the hard-earned experience to back them up. Your story deserves to be told by experts who know your playing field inside and out, and who can help you stay two steps ahead of the competition.
Can you show real and consistent wins in my sector?We’re not talking vague boasts like “our client was on TV once,” but solid results that genuinely get your investors, partners, and customers off the fence and into action. No proof? No trust. Insist on clear evidence of how their PR campaigns have made a tangible difference by influencing the right audiences for real impact.
Can you land my company in AI Overviews, ChatGPT, and whatever Google drops next?
If your agency doesn’t treat algorithm-driven discovery like front-page news, you risk being invisible in the modern attention economy. Your media mentions now do double duty: they must reach audiences and fuel AI-powered platforms that shape public perception and discovery. Coverage that informs how AI answers questions about you and your industry is crucial. Pick a tech PR agency that knows how to play and win the AI attention game.
What real-time dashboard, analytics and proactive trendspotting data will you put in our hands?
The sharpest agencies use AI-powered tools to spot opportunities before they appear, flag risks before they hit, and track every PR win in real time. If they’re flying blind without data, that’s a major red flag.
How fast can you move from kickoff to first pitch, media coverage, and/or crisis response?
Speed isn’t a bonus, it’s a requirement and advantage. The fastest agencies hit the ground running and turn insights into action within days or weeks, not months. If your prospective partner suggests needing months for “onboarding,” it’s a sign to find someone hungrier and quicker off the mark. When every moment counts, a slow start can cost you.
Who will manage our account day-to-day, and what experience do they bring to the table?
You deserve a team of seasoned pros who know the ropes and will be with you every step of the way. Look for a team leader with a solid track record and a sharp strategic mind. These are the partners who turn big ideas into consistent wins, keep campaigns on track, and act as your trusted ally. The right account lead doesn’t just manage tasks; they anticipate hurdles, spot opportunities, and make sure your voice is heard loud and clear.
How do you maintain consistent messaging across media, social, events, and emerging channels?
Consistency is king; without it, your story falls apart and your audience can get confused. Your agency must be the gatekeeper of your message, everywhere it appears. Whether it’s a press release, a tweet, or a keynote speech, every word should be read from the same script, building a seamless brand narrative that sticks in people’s minds.
What’s your approach to building executive thought leadership and visibility?
Your leaders are the architects of your brand’s future. You need an agency that doesn’t just manage brands but crafts authentic, high-profile platforms that open doors and build credibility. Look for partners who shape leaders into recognized industry voices, turning executives into trusted experts who shape important conversations.
Can you tailor PR strategies to fit different local markets?
If you’re a global brand (or aiming to be), understanding local customs and regulations is essential. Choose an agency that can tailor your story to resonate powerfully in each market without losing your brand’s true essence.
How prepared and experienced are you in handling crisis communications?
Think of a crisis plan like insurance: you hope you never need it, but if disaster strikes, it’s what stands between your brand’s survival and reputational ruin. Every business needs a rock-solid crisis plan. Knowing your agency can deliver one that protects your brand and responds with speed and precision is non-negotiable.
How do you adapt media training for spokespeople at all experience levels, from rookies to seasoned pros?
Your agency should be skilled in sharpening your execs’ media savvy, helping the less experienced find their footing and training seasoned pros to hone their edge. The goal? Equip them all to handle tough questions with confidence and deliver clear, compelling messages every time.
Beyond press releases, what types of content can you create to support PR efforts?
The best agencies are like Swiss Army knives. They become your extended content team and can produce compelling thought leadership articles, investor communications, blogs, visual content, social copy and more. This range of content drives your overall PR strategy. And, by delivering tailored messages across diverse channels and audiences, your team is consistently reinforcing your brand’s story at every touchpoint.
How do you help clients secure speaking gigs, awards, and other recognition that builds real authority?
Winning speaking gigs, awards, and other industry recognition is crucial because it elevates your credibility and positions you as a trusted authority. These platforms provide valuable opportunities to reach and build trust with targeted audiences and differentiate your brand from competitors. Effective use of these opportunities can open doors for new business, partnerships, and media coverage, making your story not just heard, but respected and remembered.
What metrics do you prioritize when reporting performance, and how transparent are your updates?
You deserve clear, meaningful insights (not vanity metrics) at a cadence that suits your needs. Transparent reporting builds trust and provides the intelligence needed to refine, sharpen and optimize PR strategy.
It’s important there aren’t any “gotchas” like event markups or mystery surcharges in our bill – how do you handle billing and invoicing?
Avoid surprises. Ask exactly how your PR firm structures billing and manages scope and resourcing. Make sure the scope of work is clearly defined and everyone agrees upfront on how to proceed if additional resources are needed.
What pitfalls or mistakes do many tech founders make with comms?
Good partners don’t wait until you’re burning, they warn you before the fire starts. Tech founders often slip up by overhyping, under-preparing, or sending mixed messages that confuse investors and customers alike. A sharp agency will flag these common traps early, help you keep your story honest and clear, and steer you away from costly communication blunders that could damage your reputation or stall growth.

Ask these sharp questions to find a team that understands your industry and will champion your brand’s future with expertise and dedication.

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Why Your RFP for a Top Tech PR Agency Isn’t Working and How to Fix It

sian@karbocom.com on March 18, 2025

If you’re a tech company looking to hire a PR agency, crafting the perfect Request for Proposal (RFP) is like developing a cutting-edge algorithm – it requires precision, strategy, and innovation.

Want to get the most out of your RFP process? Below are our top 7 tips to ensure that your tech PR agency proposals deliver value and insights.

1. The Readiness Factor

Are you truly ready to embed an agency into your communications and marketing function?

This one might seem like a no-brainer; you need some additional support from sector and PR experts with the benefit of agency backing and connections. Agencies can seem like the perfect plug and play solution, but the truth is that this is a relationship-based service, and that requires work and time investments from both sides.

Before investing your time and energy into the RFP process, take a moment to assess your readiness:

Do you have the bandwidth to manage an agency relationship?
Can you provide timely information and feedback?
Are you prepared to be a collaborative partner?
Do you have buy-in from other team members?
Is your budget approved and realistic?

While agencies can (and sometimes do) operate in silo to their clients, the best return on investment happens when working in-step. Once we align on goals, we hit the ground running and don’t require any hand-holding. But like any partnership, you will have to devote some time to garner the best results.

2. What is it you actually want?

You’ve decided you’re ready to enlist the support of an agency. However, distilling what you want out of a PR partnership is easier said than done.

A common RFP pitfall is to send over a laundry list of “more’s” to prospective agency partners (more coverage, more followers, more leads) and expect a carefully curated strategy in return.

The reality is that most agencies interested in your business will nod and say, yes – we want you to have “more” too; but to get more, you need to give us fodder to work with.

In short, spill the tea.

Tell us your history (beyond the stuff we can Google), the current state of your nation (the good, the bad, the ugly), and tell us your hopes and dreams.

Are you a market disruptor in the making aiming for unicorn status?
Is it time to put your foot on the gas and engage hyper growth mode?
Is your market becoming more ‘noisy’ and competitive?
Ready to trend on LinkedIn and cement brand perception?

Remember, effective PR is greater than “more” noise. A drum solo is fun, but a band that’s consistently in-tune with its lead and familiar to its audience is what drives ticket sales.

Tell us your pain points and what success looks like; we’ll tell you how we can deliver.

3. Aligning KPIs: Where Metrics Meet Strategy

Of course, delivering doesn’t mean much if we don’t have something to aim for.

Use the RFP as an opportunity to share the KPI’s your C-suite cares about and we’ll suggest ways to convert delivery of your dream PR program into measurable results that can be used to inform future strategy. This could be:

Thought leadership that turns heads (and potentially opens wallets)
- We’ll ensure you’re differentiated and we can measure meaningful results such as evaluating at website traffic from coverage and let you know what’s driving leads your way
Executive visibility through strategic media placements
- These placements not only boost your executives’ profiles but also establish them as respected experts in their field, enhancing your company’s credibility and reputation
Crisis communications plans that can help you avert disasters
- Scenario planning to maintain positive sentiment

Pro tip: Set a budget that reflects your ambitions – and tell your prospective partners what it is

Would you ask a realtor to show you houses without giving them a budget? Sure, you might get a peek at the most expensive property in the zip code, but assuming you have a spend cap, that’s where it ends.

We understand the desire to hold some negotiation cards, but an RFP without a budget (or at least a range) doesn’t guarantee you the best deal; instead, you’ll be shown a bunch of nice things you can’t afford.

There’s no getting around the fact that quality PR requires investment, just like any other critical business function. Having all agencies in the process submit a proposal that adheres to the same budget gives you more meaningful proposals, a much more accurate point of comparison and ensures parity for all participants.

4. Your perfect match

There’s more to agency partnership than services and costs. We want to be an extension of your team but we should also share chemistry. What makes your agency team a perfect match?

Aside from experience, intelligence, expertise and a track record of results:,

Do you need an integrated agency to bring several tools in the marketing toolbox to the table?
Do you need agile sprints or marathon endurance?
Are you looking for data-driven decisions or creative leaps?
Would a boutique’s personal touch or a global giant’s resources serve you better?
Is your thinking aligned?
Are these people you want to work closely with?

Remember, in tech PR, it’s not all about size – it’s about processing power and compatibility with your company’s culture and needs. There’s a reason we’re seeing the growth of the boutique small-mid-size agency (if you’re looking for experienced senior practitioners to be doing the day-to-day, you’re in the right place with Karbo).

It’s also worth noting that agencies are also evaluating prospective clients. How you show up also matters as well. When you’re looking for a partner, look for one that cares about the relationship as much as you and is upfront about what they need to succeed. In return, tell them how you like to work, your ethos and be open about any deal breakers.

5. Red flags

Have you sent out RFPs but struggled to secure responses from some of your preferred agencies? While it might seem strange for tech PR agencies to be turning away business in this economy, there are a few indicators that can turn off a prospective PR firm. Some of the most common include:

Significant misalignment between requested services and resources available (e.g., proposed budget, spokesperson availability, etc.)
Lack of clarity on decision- makers and their expectations
Unrealistic expectations (e.g., demanding New York Times coverage without a willing spokesperson)
Absence of differentiation given the competitive landscape or customer insights

While often these concerns can be assuaged (or confirmed) with a quick phone call, PR agencies invest a lot of time and resources into RFP responses. Being cognizant of these red flags early can ensure that you attract the attention of your preferred partner from the get go.

6. Streamlining Your RFP

On the flip side, what can you do to attract the best responses (and save you reading through 60-slide decks)?

Be concise but comprehensive
- Aim for clarity over volume and request the same in kind
Provide a clear structure with page or slide limits
- E.g. Use 3-slides to outline a campaign idea, integrated tactics and measurement
Include opportunities for agencies to showcase strategic thinking
- While you might have a vision of a preferred program, resist the urge to be overly prescriptive and instead, let your preferred agencies demonstrate how they would approach your needs
Allow for creativity in response format (within reasonable bounds)
Give agencies a reasonable amount of time to respond in a quality way. This is typically 2-4 weeks.
Always communicate your final decision to each firm. They devote a lot of time to these proposals, it’s an important professional courtesy to let them know if and why they don’t make it to the next round.

7. The Discovery Protocol

Once you have aligned on all of the above, the smoothest RFP processes establish a secure connection first via a call. Rather than sending a request out into the void, this allows you and your prospects to:

Possess the information needed to prepare a customized, meaningful response and align on bandwidth expectations
Verify compatibility; are you searching for that global player or boutique power?
Test for responsiveness (crucial in the fast-paced tech world)

A discovery call can help you narrow down your list to 3-4 top candidates, saving time and ensuring better-fit proposals.

Remember, the RFP process is your opportunity to set the stage for a successful, long-term partnership. Take the time to do it right, and you’ll reap the rewards in the form of a PR strategy and team that makes a real difference to your business.

Looking for expert insights on PR partnerships? Reach out to explore how we can help you achieve your business goals.

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Speaking the Developers’ Language: A Tech PR Guide to What’s on Dev Teams’ Minds in 2025

sian@karbocom.com on March 5, 2025

Developers and engineers are at the forefront of innovation, creating the technologies that shape our world. To connect with them through PR, communication must be authentic, technically accurate, and relevant to their priorities.

As we move through 2025, here are key developer trends that are top of mind for developers and how PR professionals can engage with them effectively.

1. The Build vs. Buy Debate will Always be Relevant

The “build vs. buy” debate is shifting towards hybrid approaches, where companies integrate modular components to balance customization with convenience. Cost concerns, particularly subscription fatigue, are driving some businesses to reconsider in-house development for greater financial control. The decision often hinges on whether the software is core to the company’s differentiation—critical functions may justify building, while non-core needs can be met with third-party solutions. Resource availability also plays a role; organizations with strong development teams may build, while those lacking expertise lean towards buying. Additionally, time-to-market is a crucial factor—purchasing software enables rapid deployment, whereas custom development requires longer lead times. Ultimately, companies are moving away from a binary choice and instead adopting flexible strategies that optimize costs, align with business goals, and ensure long-term scalability.

In showcasing software solutions targeted for developers and engineers, work with your tech PR team to determine how to best amplify the message of your product’s total cost of ownership. Developer and engineering teams want to understand how your technology will increase their productivity, and allow them to focus building in areas that propel their businesses forward.

2. AI Powers Everything, Good and Bad

AI isn’t just about automation anymore—it’s changing the game for developers, from how they write code to how they debug and streamline workflows. These teams are also rapidly adapting to the explosion of agentic AI technology including building in ways that give end users a great experience, and securing their technology against nefarious AI agents. Tools such as GitHub Copilot, AI-driven testing, and smarter DevOps are making things faster and easier, but they’re also sparking big conversations about ethics and the future of coding jobs. PR pros need to recognize both the excitement and the concerns, making sure their messaging feels real, highlight security-first approaches, and is relevant to what developers actually care about.

3. Refined Messages Around Data Protection

Companies are not only producing data at record volumes now, they are also dependent on the same data sets as its biggest users. Developers are not just builders but stewards of this critical resource for companies. They play a crucial role in building and maintaining data pipelines, ensuring that data is efficiently collected, processed, and stored. With increasing concerns over data breaches and corruption, they also must implement robust backup, recovery, and security mechanisms. Developers aren’t just coding—they’re solving real business problems. Understanding data as a critical business asset helps developers align their work with organizational goals, whether by improving analytics, enhancing customer experiences, or streamlining operations. Marketing to developers about data management has to always be practical, technical, and value-driven while avoiding hype.

Navigating the evolving developer landscape? Let’s talk about how PR can help your brand stay ahead.

4. Open Source, Community, and Trust

Open-source software remains a cornerstone of innovation, fostering collaboration and accelerating technological advancements. However, security concerns persist, as transparency can expose vulnerabilities, necessitating responsible development practices. The rise of open-source AI models has sparked debate, balancing innovation with risks of misuse. Companies like DeepSeek have leveraged open-source strategies to achieve rapid AI adoption, highlighting its competitive advantages. Meanwhile, regulatory measures like the EU’s Cyber Resilience Act raise concerns about potential burdens on open source developers and the broader impact on digital sovereignty. Despite challenges, open-source continues to drive progress, and developers rightly care about transparency and community-driven projects. If brands want to connect with them, they need to join open-source conversations in a real way, contribute value beyond promotion, and build trust through meaningful engagement rather than overt marketing as ongoing discussions about balancing openness, security, and regulation in the evolving tech landscape will remain topical.

Conclusion

One of the most effective ways to build trust with the developer community is by amplifying developer voices. Whether through webinars, Slack communities, technical blogs, AMAs, or open-source contributions, giving engineers a platform to share insights makes messaging more genuine and impactful.

Effective PR also means meeting developers on their terms—through authenticity, technical credibility, and real engagement. Whether it’s AI, cloud-native development, open-source collaboration, or security concerns, understanding what matters to dev teams is key to building trust. By amplifying developer voices and focusing on real value over marketing hype, PR professionals can create meaningful connections that resonate in 2025 and beyond.

Want to build a PR strategy that speaks developers’ language? Subscribe to our newsletter for expert insights.

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Adapting External Communications Strategies Amid Economic Uncertainty

sian@karbocom.com on February 20, 2025

Economic uncertainty can arise from several factors, including inflationary pressures, global supply chain disruptions, geopolitical instability, financial market volatility, and workforce transformations. These factors present both challenges and opportunities for companies who continue to focus on growth. In times like these, how companies communicate with customers, investors, and employees matters more than ever. People want honesty, reassurance, and a sense that businesses are in control, even when the economy isn’t. That’s why adapting external communications isn’t just a nice-to-have—it’s a must for maintaining trust and staying competitive.

Shifting Technology Communications Priorities

In uncertain times, tech businesses especially need to rethink how they communicate. First, transparency is key—customers and stakeholders appreciate honesty about challenges and how the company is handling them. Trying to disguise bad news or stay silent only fuels doubt. Instead, brands should focus on customer-centric messaging that addresses real pain points, showing how their products or services can help people navigate tough times. That means shifting from overly promotional language to content that highlights benefits like cost savings, efficiency, and long-term value.

More than ever, businesses have to meet their audiences where they already are—whether that’s social media, email, or webinars. It’s not enough to simply push messages out; companies need to actively listen to these channels for feedback, monitor shifting audience preferences, and adjust their messaging in real time. Showcasing tangible value is essential. Customers want to see clear evidence of ROI before making purchasing decisions, so businesses should lean into case studies, cost or ROI calculators, and real-world success stories, and strategic advantages.

Advice for Creating a New Strategy

To realign external communications strategies with these new priorities, messaging should directly address customer pain points. It’s not enough to promote a product or service—companies need to frame their offerings as essential tools for overcoming financial and operational challenges. This means positioning the brand as a trusted partner rather than just a vendor. Press releases/strategic announcements, thought leadership pieces, and media outreach should focus on real-world solutions that improve efficiency, reduce costs, and mitigate risks.

Credibility is everything during uncertain times. Leveraging data, industry insights, and proven success stories is key for an effective, updated strategy. By publishing case studies, whitepapers, and market reports that highlight measurable ROI, businesses can demonstrate their impact in a way that resonates with budget-conscious customers. Working with a tech PR agency or team to secure media placements for these insights builds credibility and keeps the business’s brand top-of-mind.

Thought leadership plays a crucial role in maintaining a strong brand presence. Executives and subject matter experts should actively participate in industry discussions through active LinkedIn communications, keynote speeches, webinars, and guest articles. By sharing their perspectives on resilience strategies, market trends, and business best practices, companies can reinforce their expertise and strengthen relationships with key stakeholders.

Effective content development is key to further maximizing the impact of thought leadership work. Businesses should create editorial calendars to align with industry conferences, product launches, and the market trends that are most relevant for their customers. While forms of content should be varied to target multiple audiences (blogs, infographics, videos, reports), consistency in the messages amplified and the publishing cadence is critical for any brand to stay top of mind with their audiences, without over-saturating attention spans.

PR efforts should be highly targeted. While broad media outreach is always good for awareness, businesses should focus on industry-specific publications and niche platforms where their audiences are most engaged. Developing strong relationships with journalists and editors in these spaces allows companies to offer tailored insights that are relevant to their industry and customer base.

Reputation management is another vital component. In times of crisis—whether it’s layoffs, supply chain disruptions, or shifting market conditions—businesses need to communicate proactively and transparently. Having a crisis communication plan in place ensures that companies can address concerns head-on and respond to misinformation.

Looking to the Future

Economic uncertainty presents challenges but it’s also a chance for businesses to build trust, highlight their value, and stand out as leaders. By adapting external communications to focus on transparency, address customer needs with cost-effective solutions, and leverage digital tools, companies can foster lasting relationships. Thought leadership, data-driven storytelling, and proactive reputation management will distinguish businesses and set the stage for long-term success. Effective communication boosts confidence, strengthens relationships, and keeps businesses agile in a rapidly changing economic landscape. Companies that adapt now will not only survive economic changes but set themselves up for future growth.

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Karbo’s Innovative Services and Expert Team Drove Triple-Digit Client Growth Across AI, SaaS, Security, and Healthcare in 2024

sian@karbocom.com on January 29, 2025

As a leading technology PR, content, and digital marketing agency, Karbo achieved remarkable business growth in 2024. We doubled customer acquisitions compared to 2023, grew healthcare and pharmaceutical clients’ signings by 300%, and generated significant client wins across the AI, SaaS, infrastructure, and security sectors.

Reflecting on the year, we understand that technology companies face increasingly crowded markets, challenges reaching their target audiences and limitations around producing high-quality content that grows awareness and inspires purchasing decisions. To best meet the evolving needs of our clients and deliver measurable business impact, we’ve leveraged decades of rich technology communications experience into innovative service offerings:

Karbo’s Rapid Results Method focuses on securing meaningful media placements, creating compelling content and producing memorable digital marketing programs that drive brand awareness, customer acquisition, funding, partnerships, and more.

Karbo’s AI Practice expanded this year and caps over 25 years of experience working with AI companies. Whether an AI startup, a company integrating AI into their product line, or a multi-billion-dollar brand acquiring or building AI solutions, Karbo offers a unique mix of deep AI knowledge, experience in communicating AI technology and benefits with the current AI tools and perspective.

Karbo’s PowerStart Package democratizes startup access to PR and marketing programs and content to give pre-Series A technology companies access to top-flight services at an affordable price.

We take an ROI-focused approach to consistently deliver impactful outcomes and remain committed to fast-tracking our clients to market leadership and success. If you’d like to meet our team of experts to learn how we can help, please visit: https://karbocom.com/

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Maximizing Impact: Strategies for Social Engagement and Thought Leadership at Industry Events

sian@karbocom.com on September 24, 2024

As we know, social media is not only an outlet for sharing information – both personal, professional and everything in between – but it’s also a strategic tool to drive engagement between vendors and users. A few months ago we shared 4 ways to use social media to garner media attention in 2024. Today, our counsel is geared toward driving impactful engagement at conferences using hashtags and executives’ thought leadership.

Hashtags are strategic conference assets

Hashtags are a versatile tool that can enhance brand awareness, discoverability, engagement, organization, and more. Leveraging conference hashtags, or creating your own, can help drive:

Increased visibility: With hashtags your conference-related post automatically becomes discoverable to users following that hashtag, expanding your audience beyond your networked followers. This is especially keen for industry events, as conference-goers look to hashtags to help find relevant talks, booths, and more. For example, longtime Karbo client Penguin Solutions leveraged a unique hashtag (#HPCeveryone) on branded Penguin plushies at a large industry conference and received close to 100 entries from social media alone.
Enhanced Engagement: Posts that include relevant hashtags usually have the most engagement. They attract interested audiences (and potential customers), which leads to more likes, comments, and most importantly, shares—expanding influence and reach.
Targeted marketing for brand awareness: Hashtags enable executives and businesses to foster a sense of community by reaching specific audiences that are interested in more niche content and topics. Leveraging unique hashtags can drive user-generated content and broaden awareness for your personal and professional brand.

Being a thought leader rather than a thought follower

Industry events are the perfect place to display unique thoughts that inspire new opportunities, drive audience engagement, capture lead generation, and display your company’s breadth of knowledge at crowded industry events. Ensuring your executive or business’ social media aligns with what you’re messaging and offering at the event helps accrue an engaging audience. Here are a few ideas to consider:

Talk titles: Consider amplifying unique thoughts with catchy talk titles that spark immediate interest and go against the grain. Attendees are usually given an agenda with all presentations, having a title that stands out will likely leave an impression on the busy conference-goer.
Live social broadcasting from the show floor: This tactic has helped Karbo clients dramatically increase followers and engagement. Report from booths, ask questions of attendees and publish their answers, be that man or woman on ‘the street’ that’s providing interesting timely news from the show floor. Consider using an engaging platform (i.e., X, Reddit, etc.) to invite post-conference thoughts.
Amplify via Social Media: Up the volume on your booth happenings, your executive’s views and speaking with hashtags and unique offerings, such as a raffle or giveaways (using a hashtag) or one-of-a-kind photo opportunities that are sure to resonate with your brand.

Being a thought leader rather than a thought follower captivates an audience that drives engagement and awareness on social media. From harnessing the power and value of industry events to optimizing tools, impactful ROI is exemplified by the countless clients we’ve supported in gathering record-breaking attendance, social media engagement via optimal hashtags, and results that are proven to drive sales.

We’ve seen firsthand from the countless clients we’ve supported how effective strategies, such as creative social programs, using the right hashtags, and other tactics can lead to impressive results, from increased attendance at events to heightened engagement online to sales leads.

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The Role of PR in Launching a New Product: Best Practices and Strategies

sian@karbocom.com on August 22, 2024

Launching a new product is an exciting yet challenging endeavor for any company. The success of your launch hinges not just on how well you can create buzz, but engage with your target audience and differentiate your product from the competition. A thoughtful and well-executed PR strategy is crucial to achieving these goals and ultimately, can be the sales driver for your brand. In this guide, we’ll outline best practices and strategies for leveraging PR in the pre-launch, launch and post-launch phases to ensure your company breaks through the noise, attracts potential customers and establishes brand credibility.

The Planning Phase: Building Out a Product Launch PR Strategy

As you get ready to launch your new product, the planning phase is arguably the most important phase of your PR strategy. A strategic PR plan doesn’t happen overnight – ideally, this process begins at least 6-8 weeks before your target launch date. So, what do you tackle first? Figuring out what your narrative will be. Developing a compelling narrative that highlights your product’s unique value proposition is key to breaking through the noise. Your narrative should be focused on how this product solves a bigger market challenge or need in a way that your competitors don’t. Addressing your audience’s pain points with clear and concise messaging ensures that your story resonates not just with your target audience, but with the reporters who cover your industry. Articulate why this news matters now and how your product solves challenges for your customers in a way that competing products can’t.

It’s critical to establish clear launch objectives before you dive into your specific tactics. This can include building and strengthening relationships with target journalists and analysts and generating media coverage, driving sales interest by positioning your product as a differentiated and preferred solution, and driving traffic to your website. Once you’ve determined your overarching objectives, it’s important to then set quantifiable, measurable KPIs that map back to them — this can include KPIs like the number of press mentions secured, press interviews held, tone of coverage and how well your product messaging is reflected in your launch coverage.

Engaging with Media to Build Buzz

Once your messaging is finalized, it’s time to pinpoint the media outlets, journalists and influencers who are most relevant to your industry and target audience. This launch media outreach list is the backbone of your PR success. The best way to find targets? Read, read, read. Figure out what journalists have covered your competitors, similar products or topics. Study their coverage to figure out the broader industry themes and trends that are most important to them. Crafting personalized pitches is key in media engagement – at Karbo, we always tell our clients that we don’t believe in a ‘spray n’ pray’ outreach approach. Reporters are receiving hundreds (if not thousands) of product pitches every day. The biggest mistake people make is making a pitch too promotional or self-serving. Demonstrate that you have read a journalist’s work and clearly outline how your product fits into the larger industry landscape they cover to increase the likelihood of your story getting picked up.

Do everything in your power to make it as easy as possible for a reporter to cover. Consider offering embargoes to journalists 2-3 weeks before your launch date to give them ample time to meet with your executives and prepare their stories.

Post-Launch: Measuring the Impact of Your Campaign

Post-launch, it’s essential to measure the impact of your PR efforts to understand what worked and what can be improved. Start by evaluating the quantitative metrics you set during the planning phase. Media monitoring services like MuckRack, Google Analytics and social media analytics platforms can help track these metrics.

When analyzing the volume and quality of media coverage, it’s important to look at the tone and sentiment of the articles to determine if your key messages were communicated effectively. Analyzing the depth of the coverage can provide insights into how well journalists understood and conveyed your product’s unique value proposition. When evaluating website traffic, it’s always helpful to correlate traffic spikes with specific media placements to better understand what publications and stories are resonating most with your target audience.

Partnering with an experienced PR agency makes all the difference in successfully launching a new product. Interested in learning how Karbo can help? Get in touch with our team at info@karbocom.com.