Who are the top B2B tech PR firms for 2025? | SHIFT Communications | 5 specialized agencies

How to find the best B2B technology PR agency to boost brand visibility, perception and demand

There are two quiet but big shifts happening in B2B tech buying in 2025:

1. Buyers shortlisting vendors well before they’re in-market
2. AI engines’ growing control over brand visibility

PR is how you compete. How you build market perception and preference. But not with the PR programs of yesterday.

Today’s top B2B tech PR agencies engineer strategic storytelling and visibility across traditional and non-traditional channels that, together, drive:

• Category leadership and narrative velocity
• Brand authority and influence
• Demand creation and sales acceleration

Building this kind of brand equity requires meaningful, integrated and ongoing communications.

Why do B2B tech companIES NEED PR in 2025?

In 2024, some B2B marketers argued PR’s value was deteriorating. They touted going direct. In 2025, most have moved PR (way) backup the priority list. To quote Dave Gerhardt of Exit Five,

“I’m out there saying, for the last couple years, PR is dead… But now… there’s actually a stronger appetite than ever for PR... finding the influencers in the world and having interesting stuff that they can write about that can surface in the LLMs...”

PR surfaces your brand where buyers are shaping decisions — from top-tier press and niche newsletters to community platforms and AI engines. It builds awareness, positioning, interest and credibility. In ways that self-promotion can’t.

But earning that attention and media real estate is harder than ever in tech markets. It requires a dialed-in narrative and an entire ecosystem of storytelling hooks, assets and content vehicles to champion it over time. More convincingly and loudly than competitors.

That’s why, in 2025 PR is no longer a nice-to-have. It is a strategic growth lever, business driver and investment. It’s what separates category leaders from the rest.

What does a B2B tech PR agency do?

B2B tech PR firms create meaningful visibility through a mix of storytelling, content and amplification. The many outputs of their PR programs compound to earn companies top category share of voice, share of mind and positioning.

PR agencies do this through a mix of tactics and services, including:

• ‍Media relations – inserting a company (and its news, insights, customer stories, etc.) into the news cycle via proactive and reacting pitching across national, trade and vertical outlets as well as targeted podcasts, Substacks and newsletters‍
• Social media – micro-storytelling via LinkedIn and other community platforms, with an emphasis on authentic executive/founder-led communications‍
• Thought leadership – elevating companies/executives as expert sources and visionaries via commentary, bylines, event speaking, LinkedIn posting, data and insights, etc.‍
• Corporate storytelling – amplifying company milestones (funding, hires, launches, acquisitions, partnerships) through press releases, media coverage (via upleveled storylines and embargo/exclusive strategies) and social/owned distribution‍
• Recognition – analyst relations, awards and editorial lists (such as Fast Company Most Innovative) to build validation and signal category leadership/innovation ‍
• Reputation management – protecting brand reputation in media and community platforms and during real-time crisis around product, leadership or employee issues‍
• Signal amplification – cross-promotion of coverage, social/owned content, appearances and other PR wins to boost reach and drive action with target audiences.

WHAT EMERGING PR strategies ARE top agencies USING TO deliver impact in 2025?

B2B tech PR requires creative storytelling and distribution to make brand narratives stand out with buyers today. To rise above the noise, a good B2B tech PR agency will blend traditional and non-traditional channels and introduce emerging tactics such as:

• ‍Diversified PR channel mix: coverage that includes but extends beyond traditional news outlets and into social media, new and niche media, and native platform content, which are equally meaningful forms of visibility today. ‍
• AIO (AI engine optimization): precision targeting to boost to AI engine visibility (securing press coverage and building conversational content that feeds AI summaries on ChatGPT, Claude, Perplexity, Google AI Summaries, etc.).‍
• Executive LinkedIn programs: authentic posts, videos, livestreams and newsletters to champion the narrative and creatively share company milestones ‍
• Data-led storytelling: original survey and platform data reports to create proof and attention for market trends/issues and to support strategic narratives‍
• Ambassador voices: visibility from influencers/creators, KOLs and happy customers is a powerful brand and sales accelerator, and B2Bprograms are increasingly partnering with them to boost narratives and amplify news moments. ‍
• Verticalized, localized and ICP storytelling: Unique customer segment storylines, building emotional resonance and relevance by zeroing in on specific pain points. ‍
• Multi-channel amplification: seamless message repetition and signal amplification across earned, owned, shared and paid media, including post boosts, syndication and retargeting for organic PR content and assets.

What YOU SHOULD look for in a B2B tech PR firm

1. ‍Industry expertise: Many PR agencies have specializations, with sector landscape, press and buyer knowledge. At SHIFT Communications, we have expertise in AI, CX, enterprise tech, HR tech and SaaS (to name a few) and work with startup, growth, pre-IPO and mature companies.‍
2. Proven media relations: Relationships help, but the story and pitch secure coverage. Look for firms with proven campaign/pitch techniques across the full media landscape – trade press, national beat reporters, podcast hosts, Substack writers and other creators.‍
3. ROI-driven: A modern B2B tech PR agency should measure more than coverage. They should report on metrics including site traffic, leads, conversions, visibility in search and AI engines, engagement, positioning and share of voice, customizing measurement to your unique objectives.‍
4. Demand and lead gen support: In B2B, you want an agency who can align with revenue priorities and help capture opportunities through vertical- and audience-specific campaigns that deliver attention and fuel for marketing and sales. ‍
5. Integrated communications capabilities. The best B2B PR tech agencies specialize in earned media storytelling and placements but should also have expertise in amplifying the brand narrative across channels (via organic and paid, incl. news syndication, sponsored editorial, MATS releases, social ads/post boosts).

Who are the best B2B Tech PR AGENCIES?

Finding the right PR partner starts with internal goal alignment. What are you trying to achieve, specifically? Go deep — beyond “awareness.”

Even the top agencies can’t deliver without that, as well as executive buy-in and participation.

Once that is established, look for work and results in similar scenarios/stages to yours — both in and outside your industry — as well as a modernized PR view and capability stack.

Here are five top B2B tech PR firms we believe should be on companies’ shortlists in 2025:

1. SHIFT Communications

We’ve helped B2B tech companies earn visibility, credibility and category leadership for 20+ years. Breakthrough press storytelling and thought leadership is at our core, but our Performance Communications approach sets us apart. We build PR solutions for specific business objectives and are just as likely to execute an executive LinkedIn program, a geotargeting campaign or influencer partnership as we are to pitch media. Our tech experience and legacy paired with a “what’s now/next” approach lands us in many B2B companies’ recommendation and consideration set.

Sample clients: Alteryx, Eloqua, Citrix, Demandbase, Rapid7, Storj, Talkdesk, Vonage

‍Services: Media relations, thought leadership, integrated PR campaigns, amplification

2. Walker Sands

For programs that need to lean heavily into marketing, Walker Sands has serious chops. Think: campaigns that emphasize email, paid and owned. We admire the way they build for performance.

Sample clients: commercetools, Loop, Promevo, Semrush, Sophos

Services: Strategy, communications, digital marketing, creative, content, web

3. Zen Media

For startups prioritizing AI engine visibility, Zen Media is a boutique firm leading the way. They are constantly refining their approach and their partner, Sarah Evans, shares actionable insights for AI visibility on LinkedIn.

Sample clients: Adroll, Antuit.ai, Lightricks, Falcon

Services: full suite of B2B marketing services including digital, content and PR

4. Edelman

‍‍For large-scale, global PR programs, Edelman is a clear choice. Their 700 tech PR practitioners across 40 countries deliver award-winning creative campaigns that help make big tech companies household names.

Sample clients: Adobe, HP, Meta, Microsoft, Samsung

Services: Brand marketing & communications, corporate communications & reputation, executive positioning, digital, impact

5. Launchsquad

For companies building cutting-edge healthcare and climate tech, Launchsquad will uncover meaningful stories and get them out on media, content and marketing channels. Big personality and expertise.

Sample clients: Cohere, Precision Neuroscience, Carbon180, Monday.com

Services: Strategy and story, Media engagement, Content

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If you are ready for a PR partner to build visibility that shifts your business ahead, we’d love to talk about gaps and greenspace opportunities with you. Reach out at connect@shiftcomm.com.