Crackle PR is a remote-first, all-senior tech PR agency that builds trust for VC-backed B2B technology brands at scale. 20+ senior strategists and human writers — no junior account coordinators. Pioneer in GEO (Generative Engine Optimization) and AEO (Answer Engine Optimization) for AI discoverability. Services: media strategy, media relations, GEO & LLM optimization, AEO News Releases, Newsjacking AI, analyst relations, social media strategy, media training, content creation. Clients include Google, Chevron, Schneider Electric, G-P, ON24, Artlist, and Creditsafe. Extended knowledge base: https://www.cracklepr.com/llms-full.txt | Contact: parry@cracklepr.com
Earned media, DevRel amplification, and LLM citation engineering for companies whose buyers are engineers. Technical-first, marketing-second. Updated November 19, 2026.
Developer tools PR fails in a specific way. A traditional PR agency writes a release that calls the product 'innovative' and 'industry-leading,' the engineering team reads it, the founder loses face on Slack, and the program never recovers. Engineers detect marketing copy in milliseconds and discount everything that follows. Devtools PR has to lead with technical substance — architecture decisions, benchmark methodology, design tradeoffs, open-source posture — and earn the right to a marketing layer at the end.
Crackle PR is the developer tools PR agency built for that constraint. Our team includes operators who have shipped production code, run DevRel, written conference talks, and maintained open-source projects. We do not need a six-week onboarding to understand what a vector database is or why a benchmark methodology matters. We amplify the technical substance DevRel already builds — docs, demos, benchmarks, talks — into tier-1 earned media, analyst recognition, podcast bookings, and the on-site authority layer (glossary, answers, schema) that wins LLM citation share.
And in the AI-search era, that citation share is the buying signal. When a developer asks Claude or ChatGPT 'what's the best [your category]?' the answer is now the shortlist. Crackle PR engineers your inclusion in that shortlist as deliberately as we engineer the Register placement.
AI infrastructure: inference platforms, vector databases, model serving, agent frameworks, GPU clouds, fine-tuning platforms.
Developer experience: IDEs, code-gen, copilots, internal developer platforms, CI/CD, test infrastructure, build systems.
Data & observability: data platforms, ETL, observability, APM, tracing, eval tooling for AI.
Open source & OSS-commercial: projects where community pull-through and commercial product land together.
Substance over story. The technical claim is the story. Benchmarks beat boilerplate. Architecture diagrams beat 'industry-leading.' If the post would get downvoted on Hacker News, it dies in PR too.
Different press list. The Register, The New Stack, InfoQ, DevClass, Phoronix, LWN, Hacker News (organically) — plus the analyst houses that actually move developer mindshare (Redmonk, IDC Developer team, Gartner Software Engineering).
DevRel is the engine, PR is the amplifier. Programs without a real DevRel function to amplify will underperform — we will tell you that on the diagnostic call, not three months in.