TECHNOLOGY & AI
INNOVATION EXPLAINED, NOT OVERSOLD.
Communicating what your technology does and why it matters, in language journalists and customers can use.
What This Is
Technology and AI coverage is crowded with claims and short on clarity. The companies that earn lasting attention are the ones that can explain what they actually do, for whom, and what changes as a result.
The work involves translating technical substance into a story a general audience can follow, without flattening the detail that makes it credible to specialists.
It also means handling the harder questions honestly — governance, safety, data, displacement — because those are the questions journalists are now asking first.
Who I Work With
Technology founders and scale-ups at their first real moment of public attention, and AI companies whose subject matter demands careful, responsible communication rather than volume.
How I Work
The starting point is the story, not the product spec: what is genuinely new, who it affects, and why now. From there the plan is built for the outlets that matter in your category.
Delivery combines sustained earned media with prepared spokespeople through media training — technical founders often need practice translating depth into clarity under time pressure.
Around a raise, funding round PR sets the narrative; where the subject matter carries risk, crisis communications planning is part of the work from the start. Related thinking is in my insights.
Explore Other Sectors
I work across several closely related sectors.
Frequently Asked Questions
- Do you need to be technical to do this well?
- You need to understand the substance well enough to interrogate it. My job is asking the questions a journalist will ask, before they do.
- We are pre-product. Is it too early?
- Sometimes. If there is no proof and no audience ready, the money is better spent later — a strategy session will settle that quickly.
- How do you handle AI safety and governance questions?
- Directly and in advance. Prepared, honest positions on the difficult questions are far stronger than avoidance.
- Which outlets matter most?
- Usually specialist and trade media first, because that is where credibility is built before national press pays attention.
- Can PR help with AI search visibility?
- Yes. Credible third-party coverage is a significant input into what AI answer engines cite about your category.
- Do you work with technology companies outside the UK?
- Yes — across the UK, US, Canada and ANZ, which is where most technology stories need to land anyway.