As a South African Public Relations (PR) and B2B Communications agency, one of the questions we’re asked most often is: “How do we get our software or technology solution featured in tier-1 business media?”
It’s a fair question — but the answer is almost never about product features. It’s about positioning, storytelling and understanding the difference between technology PR and business PR.
A recent engagement with a hardware supplier launching a new range of business printers made this clear. They’d secured good exposure through tech bloggers, but struggled to break into South Africa’s top business publications, where the ultimate decision-makers actually sit. The challenge wasn’t the product — it was the relevance.
Here’s how tech companies can shift their PR approach from “product talk” to meaningful business impact.
Journalists are not bloggers, and they don’t want the same stories
Fifteen years ago, technology journalism was one of the most coveted beats in South Africa. Dedicated tech reporters travelled to global launches, reviewed devices and had access to endless product demos.
Fast-forward to 2025:
- Newsrooms are smaller.
- Journalists are generalists, covering everything from earnings results to elections.
- Very few tier-1 outlets retain dedicated tech reporters.
This shift has pushed many tech brands into blogger-centric PR strategies — hosting influencers, pushing review units, and paying R250–R500 for low-cost press-release placements.
Those posts help marketing KPIs, but they rarely move the needle for strategic business PR. Tier-1 business media care about economic impact, industry shifts and leadership insight — not speeds, feeds or printer specs.
Not all “editorial products” are what they seem
We recently engaged a major tech publication about including a client in their annual performance ranking. The ranking is presented as an editorial feature… but inclusion was “best guaranteed” through an annual advertising commitment.
This is not surprising — the media sector is under pressure. But it’s a reminder that:
- Editorial integrity varies widely between platforms.
- Your PR strategy cannot rely on “editorial products” alone.
- Paid visibility has a role, but it won’t secure business-focused coverage.
R250 placements help volume. They don’t build credibility with serious business audiences.
Business media care about the problem you solve, not your features
When we onboard a technology client, we immediately shift the conversation away from specs and toward industry challenges.
Ask yourself:
“What problem do we solve that is costing the industry time, money or risk?”
If your software generates industry data, you have a powerful PR asset. Many leading tech firms use this to position themselves as insight providers, not product pushers.
Examples in SA include:
- Xero (SME business index)
- SAGE (employment trends)
- TUNL (logistics and delivery insights)
Data → narrative → relevance → media coverage.
If you want to reach business journalists, give them business-grade insights.
The story that resonates isn’t the product, it’s the leadership
Tech entrepreneurs often expect their product to “do the talking”. But business media are far more interested in the people behind the company than the code behind the product.
Why leadership matters:
- Founders frame the real-world problem the tech is solving.
- Executives understand market forces influencing adoption.
- Journalists prefer expert commentary over product specs.
Your CEO or CTO can often unlock more media coverage than your product roadmap.
Bloggers and pay-for-play platforms still have a role
This isn’t an argument against blogger outreach or niche tech sites. They are valuable for:
- Launch visibility
- SEO
- Early product adoption
- Influencer-led awareness
- Social proof
But if your strategic goal is tier-1 business media, then your PR mix must extend well beyond pay-for-play eyeballs.
There is space for everyone — you simply need to match your tactics to your communication objectives.
Conclusion: Technology PR succeeds when you balance bought, owned and earned media
Effective technology PR requires a clear understanding of the differences between:
- Bought media → ads, paid placements, sponsored content
- Owned media → your website, reports, founder commentary, data insights
- Earned media → interviews, business coverage, thought leadership
Tech brands often blur sales metrics and communications metrics:
- How many sign-ups did we get?
- How many units did we sell from the PR campaign?
These questions aren’t wrong — but they aren’t PR questions. If the business expects PR to deliver conversions instead of credibility, authority and narrative ownership, disappointment is guaranteed.
Before launching a media strategy, be clear about:
- the story you want to tell
- the problem you solve
- the stakeholders you want to influence
- and the media channels aligned with those goals
That’s how you move from tech PR… to meaningful business PR.
Looking for a PR and Communications partner?
If your business is looking to upgrade its PR strategy, strengthen investor messaging, or position executives as credible industry thought leaders, our team is here to help.
Decusatio Investor Communications works with financial services firms, technology companies and professional services businesses across South Africa.
We support clients with:
- press releases and media engagement,
- thought leadership articles,
- impact reporting,
- B2B communications strategies,
- and stakeholder messaging frameworks.
Our Johannesburg-based team is ready to collaborate with you.
For more information or to set up a meeting, please contact us.