February 2025 — In today’s hyper-competitive tech landscape, simply being seen is not enough. Many companies invest heavily in PR to gain visibility — securing media coverage, announcing product launches, and garnering attention at major industry events. While visibility can put a brand on the radar, it doesn’t guarantee credibility, trust, or influence.

To truly stand out and command industry respect, tech brands must go beyond the noise. They need to build authority and brand reputation. Authority isn’t just about getting press — it’s about being seen and trusted as a thought leader, shaping industry conversations.

In this article, I discuss why tech brands must prioritize strategic PR efforts, focusing on thought leadership, executive profiling, and earned media. By shifting from just a visibility-first approach to an authority-driven strategy, brands can position themselves as industry leaders and create lasting impact for both their professional career and bring authority to the brand as a whole.

The Pitfalls of Focusing Solely on Visibility

I’ve seen countless tech companies chase media hits and product launches, believing that visibility alone will drive success. And in the short term, it makes sense — press coverage can generate buzz, attract investors, and create excitement. But without a strategy to build trust and credibility, that attention fades just as quickly as it arrives. True industry leaders don’t just get noticed; they become synonymous with excellence and expertise. Look at brands like Nike in fitness, Bose in audio, or Norton in cybersecurity — they didn’t just flood the market with product announcements; they built lasting authority by consistently delivering quality, innovation, and expertise. 

On the flip side, think of companies that had viral moments but failed to establish a strong brand foundation — Juicero, for instance, made headlines for its high-tech juicer, but without real industry credibility or long-term value, it quickly disappeared. Even once-promising startups like Quibi generated massive media hype but lacked the staying power of established brands. Visibility without substance is fleeting; real success comes from becoming a trusted voice in your industry.

Building Authority Through Thought Leadership

In our experience over nearly two decades in technology PR, the brands that truly stand out are the ones that invest in thought leadership, not just a quick publicity hit. It’s not enough to get media coverage — you need to shape the conversation in your industry. That’s where expert-driven content comes in. This applies to both B2B and B2C brands and there are different ways to do this.

Writing op-eds, publishing whitepapers, and sharing in-depth industry insights not only showcase expertise but also build credibility over time. Beyond content, positioning executives as industry leaders is crucial. Keynote speeches, panel discussions, and media interviews give brands a face and a voice, making them more relatable and authoritative. 

Take companies like Salesforce — Marc Benioff didn’t just market a product; he became a thought leader in cloud computing, influencing the entire industry. Strategic storytelling is what differentiates a brand from being just another player in the market to becoming a trusted authority. A strong thought leadership strategy doesn’t just elevate a company — it makes it the go-to expert in its space.

Executive Profiling: Elevating Key Figures in Your Company

One of the biggest missed opportunities I see in tech PR is when companies focus solely on brand visibility without elevating the key figures behind the innovation. Highlighting executives as thought leaders isn’t just good for their professional profiles — it directly enhances the credibility and influence of the company itself. When an executive becomes a recognized industry voice, every company they are associated with benefits from that authority. 

Take Elon Musk, for example—whether it’s Tesla, SpaceX, or Neuralink, his personal brand amplifies the reach and impact of each venture. Similarly, Sam Altman has exemplified thought leadership through visionary storytelling, strategic media engagement, and public accessibility. His handling of OpenAI’s leadership crisis showcased resilience, while partnerships with Microsoft solidified industry influence. By simplifying AI’s complexities and actively shaping its narrative, Altman has built a powerful personal and corporate brand in tech.

Executives can build their authority through LinkedIn thought pieces, regular media interviews, and podcast appearances that allow them to showcase their expertise in an authentic, engaging way. When leaders consistently share insights, trends, and forward-thinking perspectives, they don’t just raise their own profiles — they position their companies as the gold standard in their industries.

Earned Media: Moving Beyond Product Announcements

Many tech companies treat earned media as a megaphone for product launches, but the real power of PR goes far beyond announcements. The most impactful brands use media strategically to tell compelling stories, shape industry conversations, and build long-term credibility. Third-party validation from respected publications carries far more weight than any self-promotion — when journalists, analysts, and industry experts highlight a company’s insights, it builds trust in a way that no ad or press release ever could. Instead of just pitching new features, companies should leverage media relationships to secure thought leadership coverage — contributing expert commentary on industry trends, participating in feature stories, and offering unique data-driven insights. 

A great example is how Stripe has positioned itself not just as a payments company, but as a thought leader in the future of fintech, regularly contributing insights on global commerce trends. 

By shifting PR strategy from being purely product-centric to focusing on industry impact, brands can create a lasting presence that isn’t just about a single launch but about shaping the future of their sector.

Actionable PR Strategies to Elevate Your Brand’s Authority

In my experience, the tech brands that successfully transition from visibility to authority are the ones that take a proactive and strategic approach to PR. It starts with developing a strong thought leadership strategy — publishing insightful op-eds, contributing to industry discussions, and sharing expertise through whitepapers and reports. 

Elevating executive profiles is equally important — positioning them for keynote speeches, media interviews, and podcast appearances helps build trust and recognition. We also know that beyond execution, brands must have a system in place to measure PR progress. Benchmarking is a great way to track media sentiment, executive recognition, and industry influence. You can typically gauge sentiment every six months to a year to see how PR efforts are shaping public perception. Are key executives being quoted in top-tier publications? Is the company being recognized as a leader in industry conversations? These indicators matter more than just counting media hits. 

Above all, consistency is critical. A one-time PR push will not establish authority — long-term investment in sustained storytelling, media engagement, and thought leadership is what truly cements a brand’s reputation. The most trusted names in tech didn’t build their influence overnight; they committed to showing up, adding value, and leading conversations for years.

At the end of the day, visibility alone won’t make your brand a leader — authority will. Gaining media attention is valuable, but true industry influence comes from being a trusted voice, not just a familiar name. By integrating thought leadership, executive profiling, and earned media into a comprehensive PR strategy, tech brands can establish lasting credibility and shape the conversations that matter in their industry. The key to success is collaboration — your PR team isn’t just there to push out announcements; they’re your partners in uncovering and amplifying the most compelling narratives that set you apart. 

So, take a step back and evaluate your current PR efforts — are you building real authority, or are you just another company chasing media hits? Ultimately, the brands that invest in consistent, strategic PR don’t just get noticed — they lead.

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