Product and release news
Major releases, version launches and partnerships framed as market news for tech desks and trade editors, with the assets reporters ask for ready on day one.
Tech PR AgencyTech PR for companies that arepast the launch stage.
Sentinel is a tech PR agency for established software, hardware and B2B technology companies that need steady coverage in tech, trade and business press, and a clear story to tell between product releases.
WHAT YOU GET
A quarterly story plan, 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 analysts decide what they write.
The idea
Tech press covers the companies that can explain where their market is heading.
The job of a tech PR agency changes once a company is past its first launch. Early coverage came from novelty: a new product, a new round, a new name. Now reporters and analysts want context. They want to know why your release matters to buyers, what your data says about the category, and who on your team can talk about it with authority. A press release on its own rarely answers any of that.
We plan coverage around the questions your buyers ask before they shortlist a vendor. Product news still matters, and we treat each release as a chance to say something bigger about the market. Between releases, your engineers, product leads and executives become the sources reporters call back when the sector is in the news. That steady presence is what turns occasional coverage into recognition with the people who sign contracts.
What we run
Tech PR services for established companies
Trade press programmes
A steady presence in the vertical titles your buyers read, from developer and IT publications to the trade journals of the industries you sell into.
Data stories
Anonymised product data or commissioned surveys turned into findings a reporter can use, with customer privacy respected and the method published.
Analyst-aware messaging
Positioning and briefing notes your team can use with industry analysts and with the reporters who read and quote their research.
Expert commentary
Engineers and executives on call for fast, quotable views when a security incident, regulation or market shift puts your field in the headlines.
AI search visibility
Earned coverage in the sources AI assistants cite when buyers ask them to compare vendors in your category.
84%
Earned coverage feeds the AI answers about your category
Muck Rack’s Generative Pulse research, published in May 2026, found earned media makes up 84% of the sources AI assistants cite. The trade and business coverage you earn now shapes what those assistants tell buyers about your product.
Source: Muck Rack Generative Pulse, May 2026How a programme runs
From story plan to coverage log in five steps
- AuditWe read what your target tech, trade and business reporters covered in the last six months, and note where your competitors appear and where they don’t.
- Story planA quarterly plan of releases, data stories and commentary themes, mapped to the buyers you sell to and the outlets they read.
- SpokespeopleShort briefing notes and practice sessions so your experts answer reporter questions clearly, on the record and without jargon.
- OutreachPersonal pitches to researched media lists you can see and question, plus reactive commentary when your sector is in the news.
- ReviewA live coverage log with every item labelled earned, placed or paid, and a monthly review of what worked and what to change.
FAQ
Tech PR Agency: common questions
What does a tech PR agency do?
A tech PR agency earns coverage for technology companies in tech, trade and business media. The work covers story planning, media outreach, spokesperson preparation and reporting on what ran and who it reached. For established companies, it also means keeping a steady flow of stories between big releases so the brand doesn’t disappear from the trade press for months at a time.
How is this different from your startup PR service?
Our startup and tech PR service is built around first launches and funding rounds. This programme suits companies with an existing product line, a sales team and a regular release schedule.
Which outlets do you pitch?
That depends on your buyers. A typical list mixes tech news sites, vertical trade journals, business desks, newsletters and podcasts your customers already follow. We share every list before outreach starts, so you can remove outlets that don’t fit or add ones your sales team keeps hearing about.
Can you guarantee coverage in a specific publication?
No. Editors decide what they publish. If a paid feature makes sense for a goal, we say so up front and label it as paid in your coverage log. Paid and earned items never get blended together in a report.
How much does tech PR cost?
Retainers start with our Signal package at $3,500 a month, with Authority at $7,500 and Influence at $14,000. Details are on our pricing page.
Related services
Often paired with this service
Startup & Tech PR
Launch, funding and founder PR for younger tech companies.
Explore startup & tech prAI Search Visibility
Earned coverage in the sources AI assistants quote.
Explore ai search visibilityFounder & Executive PR
LinkedIn ghostwriting, podcasts and bylines for leaders.
Explore founder & executive prHave a release or story that deserves more coverage?
Tell us what’s shipping in the next two quarters. We’ll tell you which reporters would care, and what they’d need from your team.