Enterprise tech companies often spend months planning how to introduce a new product to the market. These go-to-market (GTM) strategies usually cover everything from building the product to training the sales team and launching marketing campaigns. But with so many moving parts, one important piece often gets overlooked: public relations.
PR isn’t just about getting your name in the news. For tech companies, it helps build awareness, trust, and interest at a critical time. A smart PR plan can attract media attention, get your leadership in front of the right people, and create excitement that supports customer growth and investor interest. When it’s part of your plan early, PR can elevate your launch and help your message land more effectively.
PR Builds Trust and Visibility
In tech, where deals take time and buyers are cautious, trust matters. People want to hear from reliable sources before they buy or invest. PR helps you show up in respected news outlets, get mentioned by industry analysts, and share your perspective in ways that feel authentic—not like an ad.
An effective PR approach helps shape how people see your company. When someone looks you up, they should see more than your website—they should see proof that you’re worth their time.
Case Study: How Figma Got Noticed
When Figma launched, they faced a big challenge: competing with well-known design tools, such as Adobe products like Photoshop and Illustrator. To stand out, they used PR to tell their story before their product even went public. They gave early access to journalists, highlighted their founders, and shared real user experiences. As a result, they landed in TechCrunch, Wired, and Fast Company.
This early buzz gave Figma instant credibility and helped them grow quickly. PR played a key role in getting people to take them seriously—and ultimately helped them reach a $20 billion valuation.
PR Supports Your Whole Launch Plan
Good PR doesn’t just bring attention. It also helps your sales team, boosts your online presence, and gives your marketing team valuable content to share. Media coverage can turn into social media posts, blog content, or talking points for your team.
In short, PR helps everything else work better.
Make PR Part of the Plan from the Start
PR works best when it’s planned early—not added at the last minute. It can help clarify what your company stands for, get your message in front of the right people, and build momentum that lasts beyond launch day.
If you haven’t considered PR as part of your go-to-market strategy, now might be a good time to see how it can help your company gain traction and grow.
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