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

A technical PR agency that can hold its own with your principal engineer.

  • Crackle PR is a technical PR agency for B2B tech companies whose buyers are engineers, developers, data scientists, security teams, and technical leaders.
  • Senior strategists fluent in AI infrastructure, developer tools, cybersecurity, observability, MLOps, and data platforms — fluent enough to pass a sniff test with a principal engineer.
  • Best for VC-backed companies that need credibility with technical buyers, technical analysts, and the LLMs those buyers research inside.

A technical PR agency that can hold its own with your principal engineer.

We earn the coverage, analyst notes, and LLM citations technical buyers actually trust — and we do it without flattening the technology into marketing slop. Updated November 19, 2026.

Technical PR is a different discipline from general tech PR. The buyer is an engineer or a technical leader. The proof points are architectural, not anecdotal. The journalists you need to land are themselves former engineers, and the credibility bar is set by Hacker News, not by a marketing brief.

Crackle PR runs technical PR engagements across AI infrastructure, developer platforms, cybersecurity, observability, MLOps, vector databases, agent frameworks, and open-source companies. Our senior strategists can discuss transformer architecture, kernel-level performance, eBPF, distributed-systems tradeoffs, and CVE disclosure on the same call — because the journalists, analysts, and buyers we're earning trust with expect that fluency.

We also engineer every technical PR program for the LLM answer layer. Technical buyers research in Perplexity and ChatGPT before they ever talk to sales. Being the cited source on technical category queries is now a direct pipeline signal — and our GEO and LLM optimization work is built into the engagement, not a separate workstream.

Where Technical PR Wins and Where General Tech PR Fails

Outlet selection is different. Technical buyers don't trust the same publications as general business buyers. We bias toward The New Stack, InfoQ, IEEE Spectrum, InfoWorld, The Register, Dark Reading, and the technical desks at Wired, MIT Technology Review, and Ars Technica — alongside the tier-1 business set when the story warrants it.

Story selection is different. Technical journalists want architecture, performance numbers, failure modes, and honest tradeoffs. They don't want positioning slides. We help clients find the technical story underneath the marketing one, then defend it with data the reporter can verify.

Spokesperson selection is different. CTOs, principal engineers, security researchers, and head-of-platform voices land better than CEOs for most technical PR. We coach the technical spokespeople, manage the briefings, and run the byline programs that compound their credibility over time.

Open-source and community matter. For OSS and developer-tool companies, the GitHub repo, the contributor graph, the governance model, and the community sentiment are themselves PR surfaces. We integrate them into the broader narrative.

Technical PR Across Categories

AI infrastructure and MLOps — model training, inference, fine-tuning, evaluation, agent orchestration, vector databases. Buyers are ML engineers and platform leaders. See our AI infrastructure PR practice.

Developer tools and platforms — IDEs, CI/CD, deploy platforms, API gateways, edge runtimes, observability. Buyers are individual developers and engineering leaders.

Cybersecurity — XDR, CNAPP, SSPM, identity, vulnerability management, AppSec. Buyers are security engineers, threat researchers, and CISOs. See our cybersecurity PR practice.

Data and analytics infrastructure — warehouses, lakehouses, streaming, governance, vector and graph databases. Buyers are data engineers and platform architects.

Open source companies — commercial OSS, foundation-governed projects, community-led products. PR has to serve both the community and the commercial buyer simultaneously.

Frequently asked questions

What is a technical PR agency?
A technical PR agency specializes in representing companies whose buyers are engineers, developers, data scientists, security teams, and technical leaders. The work requires fluency in the underlying technology, the trade publications and conferences these buyers actually read, and the ability to translate deep technical capability into credible narratives without dumbing it down.
Who needs a technical PR agency?
AI infrastructure, developer tools, cybersecurity, data infrastructure, observability, MLOps, vector databases, agent frameworks, open-source platforms, and any B2B tech company whose buying committee is dominated by engineering and technical decision-makers.
How is technical PR different from regular tech PR?
Regular tech PR optimizes for general-business outlets and executive audiences. Technical PR optimizes for engineering credibility — coverage in The New Stack, InfoQ, developer blogs, technical podcasts, and conference keynotes — and treats technical accuracy as non-negotiable. Most general tech PR firms cannot pass a technical sniff test with a senior engineer.
Do you do developer relations as well?
We integrate with developer relations programs but we are not a DevRel agency. We run the earned media, analyst, executive thought leadership, and LLM citation engine that amplifies DevRel investments and reaches the technical buyers DevRel alone cannot.
What outlets do you target for technical PR?
The New Stack, InfoQ, IEEE Spectrum, ACM Queue, HackerNoon, InfoWorld, The Register, Dark Reading, plus technical podcasts, engineering blogs, and the technical desks at Wired, MIT Technology Review, and Ars Technica — alongside the standard tier-1 business set when the story warrants it.
Can you support a product launch with technical depth?
Yes. We run technical launches with full architecture briefings, technical exclusives, benchmark and performance reporting, and coordinated coverage across business and technical press — with messaging that holds up on the front page of Hacker News.