- Salient PR: A boutique agency focused on venture-backed B2B tech companies. Known for founder-led execution, transparent processes, and mid-tier pricing ($8,000–$20,000/month).
- Highwire PR: Specializes in enterprise-level B2B tech clients, particularly in software and cybersecurity. Retainers range from $40,000–$60,000+ per month.
- Edelman: The largest tech PR firm globally, catering to Fortune 500 companies with extensive resources and global reach. Premium fees reflect its scale and capabilities.
- PAN Communications: Targets B2B SaaS and emerging tech brands with a digital-first, remote model. Retainers start at $20,000/month for growth-stage companies.
- Finn Partners: Balances global reach with senior-led involvement. Works with startups and established brands, with retainers in the premium range.
Quick Comparison
| Agency | Best For | Pricing | Key Features |
| Salient PR | Post-Series A startups | $8,000–$20,000/month | Founder-led, transparent, strong media placements |
| Highwire PR | Enterprise B2B tech | $40,000–$60,000+/month | Tech-focused, strong analyst relations |
| Edelman | Fortune 500 companies | Premium fees | Global scale, extensive resources |
| PAN | B2B SaaS and emerging tech brands | $20,000–$40,000/month | Remote model, digital-first approach |
| Finn Partners | Startups & established global brands | Premium fees | Senior-led, global exposure |
Your choice depends on your company’s stage, budget, and goals. Startups might lean toward Salient PR, while enterprises benefit from Edelman’s resources. Mid-sized firms can find a balance with PAN or Finn Partners.
Tech PR Agency Comparison: Pricing, Best Fit, and Key Features 2026
1. Salient PR
Founded by Justin Mauldin, Salient PR is a boutique agency based in Austin, TX, that caters specifically to venture-backed B2B tech companies. What sets this agency apart is its hands-on, founder-led approach, ensuring consistency and a deep understanding of client needs.
Execution Model
Justin Mauldin’s direct involvement in client projects has led to an impressive 2.2-year average client retention rate – far exceeding the industry norm of 6–12 months. Interestingly, half of Salient’s clients have switched to the agency after disappointing experiences elsewhere. The firm prioritizes transparency by openly sharing pitches, media lists, and reporter feedback with its clients.
Sector Expertise
Salient PR zeroes in on post-Series A B2B tech companies in sectors like SaaS, AI, FinTech, and cybersecurity. The agency has successfully secured media placements in top-tier outlets such as The Wall Street Journal, TechCrunch, Forbes, and Bloomberg across over 25 countries. Its client list includes companies backed by major investors like Sequoia Capital, Andreessen Horowitz, and Kleiner Perkins. With more than $1 billion in funding announcements and a 25% unicorn rate, Salient has helped nine clients reach billion-dollar valuations.
Pricing
Salient’s monthly retainers range from $8,000 to $20,000, placing it in the mid-tier pricing bracket. This is considerably lower than the $25,000+ monthly fees charged by larger agencies, yet clients still benefit from senior-level, founder-led execution. The agency serves clients in the US, UK, Canada, and Australia but focuses exclusively on companies with proven traction, steering clear of pre-product startups.
Next, we’ll take a closer look at how Highwire PR competes in this space.
2. Highwire PR
Highwire PR, based in San Francisco, specializes in B2B technology, with a particular focus on enterprise-level clients. With 161 full-time employees, the firm reported $36.7 million in net fees for 2024, making it the #6 technology PR firm in the U.S. by revenue. This positions Highwire as a middle ground between boutique agencies and larger firms discussed elsewhere in this article.
Execution Model
Highwire combines traditional PR strategies with integrated PR and marketing approaches, maintaining strong connections with tech media. With a sizable team of 161 employees, potential clients should confirm how account teams are structured and the extent of senior-level involvement. Like many mid-to-large agencies, there’s a possibility that day-to-day tasks may be handled by junior staff while senior partners focus on business development.
Sector Expertise
Highwire’s expertise is firmly rooted in B2B technology, particularly in software, cloud, and cybersecurity. The agency is highly skilled in analyst relations, which is crucial for gaining validation from firms like Gartner and Forrester. This makes Highwire a strong choice for established enterprise companies aiming to influence industry analysts and appeal to enterprise buyers.
Pricing
Highwire’s pricing reflects its focus on enterprise clients. Retainers typically range from $40,000 to $60,000+ per month, while project fees span from $30,000 to $100,000+. These rates align with the needs of enterprise clients, but early-stage companies should carefully consider whether the costs match their budget and goals. Prospective clients are advised to clarify how much senior-level involvement they can expect at these premium rates, especially compared to smaller, more hands-on boutique agencies.
3. Edelman
Edelman ranks as one of the largest PR firms worldwide, employing 5,964 staff members across more than 60 offices globally. In 2024, the agency reported $194,349,000 in net fees for its technology practice, making it the top tech PR firm in the U.S. by a wide margin – nearly four times larger than its nearest competitor. Its tech division includes over 700 professionals operating in nearly 40 countries.
Execution Model
Edelman operates on a large-scale framework designed for global consistency and extensive reach. Its campaigns often combine integrated PR strategies with support from specialized teams like Edelman Data x Intelligence for research and Edelman Smithfield for financial communications. Senior partners typically handle strategic planning and pitches, while junior staff manage day-to-day execution. If you’re considering Edelman, it’s worth asking about team structure to ensure the right level of involvement from senior leadership.
Sector Expertise
Edelman’s tech practice covers a wide range of areas, including Enterprise & B2B Tech, Consumer Tech, Data Security & Privacy, AI & Emerging Technologies, and Telecoms & Connectivity. It also extends into specific niches like Fintech, Clean Technology, Health, and Energy. The firm has earned high-profile recognition, such as PRWeek’s “Agency Dynasty of the Past 25 Years” and “Global Agency of the Year” in 2023. While these accolades highlight its capabilities, smaller tech companies might find it challenging to stand out among Edelman’s roster of Fortune 500 clients.
Pricing
Edelman’s pricing reflects its extensive, integrated service offerings. With $194.3 million in tech PR revenue, the agency’s premium fees support its global operations and specialized teams. While its retainers are well-suited for multi-market campaigns, they may not be as cost-effective for businesses focusing on a single region. Up next, we’ll explore how PAN Communications’ boutique approach compares to Edelman’s expansive global model.
4. PAN Communications
PAN Communications is ranked #10 among technology PR firms in 2024, with reported net fees of $24,811,640 and a team of 203 full-time employees. Recently, the agency simplified its name by dropping “Communications”, signaling its shift to a digital-first, integrated approach that extends beyond traditional PR services. In June 2024, PAN acquired BLASTmedia, a B2B SaaS-focused agency, rebranding it as PANBlast to enhance its services for emerging technology brands. This move helped increase revenue from $23.5M to $24.8M between 2023 and 2024.
Execution Model
PAN stands out as a fully remote agency, setting itself apart from competitors returning to office-based operations. President Philip Nardone shared, “As the only firm in my CEO cohorts still supporting fully remote work, I’m proud that PAN continues to lead with trust”. The agency has also established a Generative AI Task Force, designed to improve strategy, creativity, and efficiency without replacing human expertise. However, with 203 employees managing $24.8M in revenue, staff often handle multiple clients, which could affect the level of focus smaller accounts receive.
Sector Expertise
PAN specializes in B2B SaaS and emerging technology brands, leveraging its PANBlast division to cater to early-stage companies. This focused approach allows the agency to deliver strong insights within specific tech sectors, though it might limit its appeal for businesses seeking broader industry coverage. The remote-first model helps PAN recruit talent from across the country, but companies prioritizing in-person collaboration or operating outside the B2B SaaS space may find other firms a better fit.
Pricing
For growth-stage technology companies – PAN’s core audience – monthly retainers typically range from $20,000 to $40,000. For project-based work, such as product launches, costs can vary from $30,000 to over $100,000. These rates place PAN in the mid-to-premium pricing tier, reflecting its digital-first approach and specialization in B2B SaaS. Next, Finn Partners offers a global network with a different perspective.
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5. Finn Partners
Overview
Finn Partners secured the #3 spot among technology PR firms in 2025, boasting $48,000,000 in net fees and a workforce of 1,245 full-time professionals. The firm takes pride in its independence, operating without the constraints of a holding company. This flexibility allows it to adapt quickly in the ever-changing tech world. Finn Partners serves a global client base spanning industries like AI/ML, quantum computing, cybersecurity, and fintech, catering to both innovative startups and major global players.
Strengths
One of Finn Partners’ standout qualities is its senior-led approach. Seasoned strategists remain deeply involved in client projects, ensuring hands-on expertise at every stage. The firm’s philosophy is summed up in its statement: “Our model is agile by design, senior-led by choice, and fiercely committed to results”. Additionally, Finn Partners incorporates advanced AI tools to help client brands secure visibility in AI-generated content. With experience across a wide range of tech sectors, the agency delivers customized strategies that resonate with the unique needs of each client.
Potential Drawbacks
While Finn Partners has an impressive reputation, its large-scale operations can sometimes pose challenges. With over 1,200 employees spread across various practice areas, smaller clients might not always receive the same level of personalized attention. Companies considering Finn Partners should ask how account teams manage workloads and maintain senior-level involvement. Also, the firm’s premium pricing may not suit businesses with limited budgets, so it’s worth evaluating whether the investment matches expectations for tailored support.
Best For / May Not Be Ideal For
Finn Partners is a strong choice for tech companies seeking global exposure, deep industry knowledge, and senior-level guidance. Established brands and scaling businesses with the budget for top-tier services are likely to see the most benefit. On the other hand, smaller startups or companies needing highly specialized and individualized focus might find the firm’s broader approach less aligned with their needs.
Agency Comparison
Looking at how the top agencies operate and structure their pricing reveals key differences in their strategies. Each of the five agencies in this ranking follows a unique business model that influences how they work with clients and manage campaigns. For instance, Salient PR stands out with its hands-on, founder-led approach. CEO Justin Mauldin personally oversees accounts, ensuring a focused, results-oriented strategy. This provides a clear example of how an agency’s operational style directly impacts performance and client outcomes.
Edelman, on the other hand, operates on a global scale, offering a wide range of PR solutions tailored to diverse industries. PAN Communications adopts a digital-first, remote model, specifically targeting B2B technology and SaaS companies. Meanwhile, Highwire PR specializes exclusively in the tech sector, and Finn Partners takes a mid-tier approach, offering a broad array of services while maintaining a strong reputation.
These operational differences are also reflected in their pricing. Global firms like Edelman typically charge premium rates, while boutique agencies, such as Salient PR, offer more adaptable pricing structures. This variation highlights the contrast in service scope and how agencies engage with clients to address specific needs within the tech industry.
When considering ROI, businesses should prioritize agencies that combine deep expertise in the tech sector with personalized, high-touch service. Large firms may feel impersonal, making boutique options more appealing for companies seeking close collaboration. For businesses preparing for IPOs or strategic exits, an agency’s experience in valuation-focused campaigns becomes a critical factor.
Ultimately, the best choice depends on your company’s size, stage, and budget. Established enterprises often benefit from the extensive resources of global firms like Edelman. Meanwhile, venture-backed startups may find Salient PR’s transparent, results-focused model more suitable – especially since 50% of its clients have switched to Salient after working with other agencies. This statistic underscores the agency’s ability to deliver results that resonate with its clients’ goals.
Conclusion
When deciding on a tech PR agency, it’s all about finding the right match for your company’s stage and goals. Salient PR is ideal for venture-backed B2B tech companies seeking hands-on, founder-led execution without the impersonal feel of larger firms. Highwire PR and PAN Communications bring specialized expertise to the tech sector, with PAN’s acquisition of PANBlast making it a strong option for emerging brands with tighter budgets. For Fortune 500 companies needing global infrastructure, Edelman stands out with its presence in nearly 40 countries. Meanwhile, Finn Partners offers a balance of agility and scale, supported by its independent model and a 1,245-person team. Simply put, boutique firms excel in personalized leadership, larger agencies provide expansive resources, and mid-sized firms offer a mix of both.
Budget considerations are crucial, as fees vary widely depending on your company’s growth stage. Boutique agencies like Salient PR often provide flexible pricing, while global firms come with higher costs. For post-Series A startups, it’s wise to focus on agencies that prioritize senior-level attention and transparent reporting rather than those relying on junior staff despite having flashy client rosters.
Your company’s stage also plays a key role in choosing the right agency. Early-stage startups should look for PR partners skilled at building credibility from the ground up. Mid-stage companies gearing up for major funding rounds need agencies with proven success in valuation-driven campaigns. Established enterprises requiring multi-market coordination should consider global players like Edelman or Finn Partners.
The tech PR sector has seen a 2.53% rise in net fees from 2023 to 2024, highlighting increased demand for specialized services. This growth reflects a shift toward agencies that emphasize agility and expertise. As Mandy Mladenoff, President of Matter, explains:
“The future of tech PR will favor the nimble – those who blend real company stories with data, think beyond the pitch, and build brand equity through multi-format content across media channels”.
This trend toward adaptability and authenticity positions founder-led boutique agencies as serious competitors to traditional mega-firms.
Before making a commitment, ask about account structures, team stability, and client retention rates. For instance, differences between agencies with 6-month versus 2.2-year retention periods can reveal whether they provide lasting value or just an initial burst of activity. By focusing on these factors, you’ll be better equipped to choose a PR partner that aligns with your tech company’s ambitions.
FAQs
How can I find the best tech PR agency for my company’s needs?
Finding the right tech PR agency starts by identifying your company’s specific needs and objectives. Whether you’re in software, fintech, greentech, or another tech-focused sector, it’s essential to look for agencies with experience in your field. Firms that specialize in your industry are better equipped to create strategies that fit your niche and deliver results that matter.
Next, think about the agency’s size and structure. Larger firms might come with more resources, but they can sometimes feel overly formal or detached. On the other hand, mid-size or boutique agencies often offer a more personalized approach, though they may not always have the bandwidth for massive campaigns. Consider what type of partnership best suits your company’s goals and scale.
Lastly, evaluate their track record. Ask for examples of measurable successes, such as boosts in media coverage, improved brand recognition, or stronger analyst relationships. Don’t hesitate to dive into how they manage campaigns, meet deadlines, and align with client priorities. Having this clarity can guide you toward making the best choice for your business.
What should I look for when evaluating the cost of a tech PR agency?
When evaluating the cost of hiring a tech PR agency, there are a few key considerations to keep in mind to ensure you’re making a smart investment. First, take a close look at their pricing model. Do they charge a flat monthly retainer, project-based fees, or hourly rates? Each approach can impact your budget differently, so understanding this upfront is essential.
Next, examine the scope of services included in their pricing. Some agencies may bundle services like media relations, digital strategy, and analyst outreach into their fees. While these packages might come with a higher price tag, they often provide more comprehensive support.
Another critical factor is the agency’s track record. Look for verified client testimonials and measurable success stories within your industry. Their pricing should reflect their level of expertise and the results they’ve achieved. Be wary of agencies charging premium fees (think $25,000 or more per month) if they can’t demonstrate clear value – like personalized service or impactful outcomes. This is especially important with larger firms, where the day-to-day work might be handled by junior staff.
Finally, don’t overlook potential extra costs. Services like content creation or event management might not be included in the initial quote, so make sure to clarify these details to avoid surprises later.
How do the size and global reach of a PR agency affect its fit for different types of tech companies?
The size and global reach of a PR agency can significantly influence its suitability for different types of tech companies.
Large agencies like Edelman or Weber Shandwick are well-equipped to manage multinational campaigns. Their broad geographic coverage and access to global media markets make them a strong option for large tech firms aiming for worldwide visibility. That said, these agencies often come with higher costs, more layers of bureaucracy, and less personalized attention due to their extensive client lists.
In contrast, mid-sized and boutique agencies tend to offer more tailored services and closer client relationships. This makes them a solid choice for smaller or niche tech companies. While they might not have the global reach of larger firms, their agility and focus can be invaluable, particularly for regional or highly specialized campaigns.
Choosing the right agency ultimately comes down to your company’s size, objectives, and whether you value global exposure or a more hands-on, personalized approach.
