Product launch PR
Embargoed briefings, launch materials and follow-up with the tech, trade and newsletter writers who cover your category, timed to your release date.
SaaS PR AgencySaaS PR for software buyersshortlist before the demo.
Sentinel is a SaaS PR agency for software companies with real news to tell: launches, funding rounds and new categories. We earn coverage in the tech, trade and business press that buyers, investors and AI assistants all draw on.
WHAT YOU GET
A launch and news calendar, a live coverage log and a monthly review.
HOW IT'S PRICED
Monthly retainers from $3,500, listed on our pricing page.
WE DON'T PROMISE
Guaranteed coverage. Editors and AI assistants decide what they cite.
The idea
Software buyers meet your brand in articles, reviews and AI answers long before they meet your sales team.
A SaaS PR agency earns attention for software companies at the moments that move the business: a product launch, a funding round, a new pricing model, a category you’re trying to name. Each of those moments gives a reporter a reason to write about you. Each article then becomes a source buyers find later, when they compare tools on review sites, in newsletters and in AI assistants.
So we plan SaaS PR as a calendar of real news, with steady expert commentary between announcements. Launches get embargoed briefings with the tech and trade reporters who cover your category. Funding news becomes a story about what the money will build for customers. Quiet months get data stories, bylines and podcast spots that keep your founders in the conversation. Larger tech companies with hardware or enterprise products will find more on our tech PR agency page.
What we run
SaaS PR services for launches, rounds and categories
Funding announcements
A funding story built around what the round lets you build for customers, pitched to startup, venture and sector reporters.
Category creation
A clear name and definition for the problem you solve, repeated across bylines, commentary and your own site until reporters and buyers start using it too.
Founder visibility
Bylines, expert commentary and podcast guest spots for founders and product leaders, drafted from interviews so the views are theirs.
Comparison coverage
Earned mentions in the roundups, comparison articles and newsletters buyers read when they’re building a shortlist of tools.
AI search visibility
Coverage in the sources AI assistants cite when a buyer asks which software to consider in your category.
51%
Half of software buyers now start in an AI chatbot
G2’s 2026 report The Answer Economy found that 51% of B2B software buyers begin their purchasing process in an AI chatbot instead of a search engine. The articles and reviews those assistants read are where SaaS PR now earns its keep.
Source: G2, The Answer Economy, reported by Demand Gen Report, May 2026How a programme runs
How our SaaS PR agency plans your year
- News calendarWe map the next two quarters of releases, customer milestones, senior hires and funding plans, then decide which ones are press stories and which belong on your blog.
- Story and categoryOne plain sentence on what your product does and for whom, plus the category language we’ll use in every pitch, byline and interview.
- Media listsResearched lists of tech reporters, trade editors, newsletter writers and podcasts for each story, shared with you before anyone is pitched.
- Launch and outreachEmbargoed briefings for big news, personal pitches for smaller stories, and fast commentary when your market makes headlines.
- ReviewA live coverage log with every item labelled earned, placed or paid, and a monthly review with your founders and marketing lead.
FAQ
SaaS PR Agency: common questions
What does a SaaS PR agency do?
A SaaS PR agency earns press coverage and expert visibility for software companies. The work covers launch and funding announcements, category messaging, media outreach, bylines, podcast booking and spokesperson preparation. Reporting shows what ran, where, and whether each item was earned, placed or paid.
How is SaaS PR different from general tech PR?
SaaS companies sell subscriptions to buyers who compare tools closely and can switch at renewal, so PR has to keep working between big announcements. That means regular commentary, coverage in comparison articles and attention to the sources AI assistants cite. One launch spike won’t carry a subscription business for a year.
Is a funding round enough to get coverage?
Sometimes, but the amount alone rarely carries a story now. Reporters want to know what the money will build, which customer problem is getting worse and why your team is the one to fix it. We help you answer those questions before the announcement goes out.
Can you guarantee coverage for our launch?
No. Editors decide what they publish, and AI assistants decide what they cite. If a paid placement suits a launch goal, we say so up front and label it as paid in your coverage log, separate from earned items.
How much does SaaS PR cost?
Retainers start with our Signal package at $3,500 a month, with Authority at $7,500 and Influence at $14,000. A data-led campaign sprint starts from $8,000. Details are on our pricing page.
Related services
Often paired with this service
Startup & Tech PR
Launch and early-stage PR for startups getting ready for their first big news.
Explore startup & tech prAI Search Visibility
Earned coverage in the sources AI assistants quote to buyers.
Explore ai search visibilityFounder & Executive PR
Bylines, podcasts and LinkedIn presence for the leaders buyers want to hear from.
Explore founder & executive prGot a launch or a round coming up?
Tell us what’s on your release calendar and who buys your software. We’ll show you which stories reporters are likely to want, and what a programme would involve.