The global tech PR landscape is evolving fast, shaped by digital transformation, AI and changing media dynamics. To get a pulse on how global tech PR trends are impacting public relations, we shared our U.S. perspective and heard insights from our partner PR agencies in Germany, France, Greece, the UK and Poland. All of these public relations agencies are members of the International PR Network and participate in the IPRN Tech Group to share best practices and collaborate on international projects for our global clients.   

United States: Leading with Thought Leadership and Storytelling

Julie Wright, President of (W)right On Communications, notes that the U.S. tech PR scene is vast, complex and globally influential. To secure media coverage, “trade publications, blogs and influencers—alongside thought leadership content—are often the best avenues,” says Wright. The biggest challenge? The tech giants known as the “Magnificent Seven” dominate U.S. top tier media coverage. And, recently, the tech and political worlds collided in the U.S. to create a new level of media noise. To stand out, tech PR strategies can leverage trade shows, original thought leadership and creative content that resonates. 

Germany: Building Trust with Authentic Storytelling 

Karsten Hoppe and Tilo Timmermann from TDUB Communications in Hamburg emphasize the value of relationship-building in German tech PR. “Media relations can deliver exceptional results when journalists are treated as partners,” they explain. Despite the digital disruption, media relations remain at the heart of successful PR, with a strong focus on delivering accurate, high-quality information.  

United Kingdom: Standing Out with Creative Media Engagement 

Greg Halse from AMBITIOUS PR in Bristol points out that catching journalists’ attention has become increasingly challenging in the U.K. tech PR sector. “Exclusive pitches and ready-made content packages are key to sparking interest,” he says. As journalists juggle broader beats in shrinking newsrooms, fostering strong relationships and offering exclusives remain vital for success, he says. 

France: Keeping it Personal in a Digital World 

In France, Estelle Monraisse of Mascaret Partners in Paris highlights that even in the digital age, human connections are essential. “We prefer using embargoes or exclusives, sharing unique stories with selected journalists,” she says. As AI and cybersecurity shape media coverage, crafting thoughtful, personalized content that aligns with journalists’ needs remains crucial. 

Greece: Embracing Digital Storytelling 

According to Aimilia Mamopoulou from Extrovert in Athens, the Greek tech PR landscape has shifted towards digital-first strategies, especially post-COVID. “Content creators are now in the spotlight, marking a new era in tech PR,” Mamopoulou notes. While traditional journalism adapts, PR teams increasingly focus on creating captivating digital content that engages online audiences. 

Poland: Earning Trust in a Skeptical Market 

Bartosz Cholawo from Public Dialog in Warsaw shares that while Poland’s tech sector is growing, public skepticism toward large tech companies is on the rise. “Building mutual trust is essential,” Cholawo emphasizes. Establishing credibility means being transparent and collaborating closely with trusted journalists. 

Global Takeaways: Adapt and Build Relationships 

Across these diverse markets, a few global tech PR trends clearly stand out. Digital transformation and AI may be reshaping the PR landscape, but relationship-building and authentic storytelling remain key. Whether in the U.S., Europe or beyond, tech PR professionals are blending innovative digital strategies with the timeless value of human connection and credibility.