For the past two decades, tech public relations has largely been a cheerleader for innovation. It hyped gadgets and apps, lionized founders, and positioned new technologies as liberatory and inevitable. But that era of celebratory storytelling has come at a cost.
PR firms and in-house comms teams didn’t just promote technology—they sanitized it. They marketed surveillance as convenience, monopolies as ecosystems, and behavioral engineering as personalization. Today, with rising public backlash and regulatory scrutiny, the world is waking up to how that narrative has helped mask deeper harms.
Now, PR must reckon with a foundational question: Is its job to protect companies from criticism—or to push them toward accountability?
The Machinery of Spin
Tech PR has evolved into a sprawling machine. It spans media relations, brand strategy, crisis communications, content marketing, and increasingly, political lobbying. Some of the most powerful PR campaigns aren’t even labeled as such—they come in the form of TED Talks, blog posts, ghostwritten op-eds, or influencer partnerships.
This machinery doesn’t just promote products—it shapes perception. And that perception shapes policy, consumer behavior, investment flows, and cultural norms.
Take Uber, for example. During its aggressive global expansion, PR messaging emphasized freedom, flexibility, and innovation—while obscuring the company’s use of gray legal zones, internal toxicity, and surveillance tactics against journalists. The story was always one step ahead of the scrutiny.
The same pattern applied to companies like Theranos, which charmed journalists and investors with vague but glossy messaging. Or crypto exchanges like FTX, which leaned heavily on celebrity endorsements and vague talk of democratization while operating in an opaque, high-risk environment.
When PR Becomes Risk
PR is supposed to manage risk. But when used to distort rather than inform, it becomes the risk.
We’ve entered an age of “techlash,” where public trust in technology firms has declined and skepticism toward their promises is rising. Pew Research polls consistently show concern about data privacy, algorithmic fairness, and the social effects of automation.
In this climate, misleading messaging can backfire fast. Companies that once relied on vague mission statements now face demands for concrete proof. And when there’s a mismatch between messaging and behavior, the reputational damage can be swift—and lasting.
Consider Meta’s rebrand from Facebook. The name change, along with billions invested in the metaverse, was framed as bold and forward-looking. But many saw it as an attempt to distract from mounting criticism over misinformation, teen mental health, and regulatory investigations. The PR strategy failed to change the conversation—and may have amplified skepticism instead.
A New Playbook for an Old Industry
So what does responsible PR look like in the tech sector?
- Tone Down the Disruption Talk
Not everything needs to “revolutionize” an industry. Grandiose claims raise expectations and lower credibility. Tech companies should focus on real-world utility, not mythology. - Fact-Check Your Own Messaging
Internal PR teams should partner with legal, ethics, and product departments to ensure that claims about AI, data use, or sustainability are accurate—and not misleading. - Give Journalists Real Access
Many tech PR teams micromanage media interviews or offer only pre-written statements. A more open, transparent relationship with journalists leads to more informed coverage—and builds long-term credibility. - Be Honest in Crisis
In the event of a breach or scandal, the instinct to minimize damage often backfires. Delays, denials, or vague language deepen public mistrust. Clear, fast, and candid communication is the new gold standard. - Center Human Impact
Move beyond features and specs. Communicate how the technology affects lives—especially marginalized communities. Don’t treat “users” as an abstract monolith. - Push Back Internally
PR teams shouldn’t just execute messaging—they should advise leadership. If a proposed campaign could mislead, provoke backlash, or raise ethical questions, it’s PR’s job to flag it—not spin it.
Where PR Can Lead, Not Just Follow
PR has the potential to become a force for positive change in tech. It can drive internal awareness about public concerns. It can act as a bridge between product teams and the public. It can help shape not just how a story is told, but which stories are told in the first place.
There are hopeful signs. A few tech companies now publish detailed ethics reviews or transparency reports. Some PR professionals are advocating for “responsible storytelling” as a discipline. New roles—like chief trust officer or head of responsible AI—are emerging, often in collaboration with comms teams.
But the shift is slow. Many firms still operate under the assumption that perception management can outpace reality. That might have worked in 2012. It won’t in 2025.
PR doesn’t exist in a vacuum. It reflects and amplifies the values of the industry it serves. If the tech sector is to rebuild public trust, it can’t just tweak its technology—it must transform its communications.
That means abandoning empty buzzwords and leaning into candor. It means respecting the intelligence of users and the role of the press. It means embracing truth not just when it’s convenient, but when it’s hard.
For too long, PR has been the mouthpiece of optimism at all costs. Now it has the chance to become something more vital: a conscience for an industry struggling to find one.
