How Tech PR Lands Around the World

One message doesn’t travel far if it’s packed for the wrong destination.

At Berkeley Communications, our hubs are in the UK, US, Germany, Australia and Asia. Very often on the same campaign. What we know is that while tech trends may go global, the way people hear about them stays very local.

So, how do comms professionals stay plugged in to the latest in tech PR around the world? Here’s a snapshot of how the story travels differently in each region—and what that means for your strategy. Whatever you may think about stereotypes we have to take notice, and I think you will agree so much of the below is true.

UK: Still a Nation of Readers (and Skeptics)

UK comms pros love a strong headline, but they also crave credibility. They keep a close eye on trade media like PRWeek UK, TechCrunch, and Campaign, and love a good think-piece in The Guardian or FT. But trust is earned—through independent research, solid storytelling, and something a little unexpected.

Takeaway: Bring the proof, not just the pitch. Research-led PR is gold.

Germany: The Power of Precision

In Germany, tech PR insights are devoured with a side of depth. Outlets like Handelsblatt, Der Spiegel, and WirtschaftsWoche matter, but what really drives decisions are whitepapers, webinars, and expert roundtables. LinkedIn is growing, but personal recommendations still carry serious weight.

Takeaway: Make it rigorous, not fluffy. Thought leadership should be engineered, not just imagined.

United States: Loud, Fast and Competitive

In the US, tech PR moves at breakneck speed. There’s a constant appetite for the “next big thing,” with eyeballs on TechCrunch, The Verge, and whatever’s trending on X or Reddit that week. Podcasts and newsletters are hugely influential, and executives love data-backed insight, but also the kind of story they can repeat at dinner.

Takeaway: Grab attention fast, but hold it with heart. Storytelling is what gets you remembered.

Australia: Punchy, Practical, and Personal

Down under, it’s all about cutting through. Comms pros rely on a mix of ABC News, The Australian, and a tight network of industry events and local journalists. There’s a strong appetite for case studies and “how we did it” stories that show relevance, not just reach.

Takeaway: Be clear, be clever, and most importantly, be useful.

Asia: One Region, Many Realities

Asia isn’t a single market—it’s a mosaic. In Singapore and Hong Kong, tech PR is slick and digital-first. In Japan and South Korea, hierarchy still shapes messaging and delivery. Meanwhile, in markets like Indonesia and Vietnam, mobile-first platforms rule, and influencer-driven PR carries serious clout.

Takeaway: Local context is everything. What works in Seoul may flop in Singapore.

So, What Does This Mean for Your Next Campaign?

It means the story might be the same, but the way you tell it needs to shift with the audience. Whether you’re launching in London, pushing into Perth, or scaling in Singapore, the key is knowing how your audience hears, shares and trusts a message.

That’s where we come in. With teams on the ground and insight from our research partners at Arlington, we don’t just translate content—we translate impact.

Let’s make your next global tech story feel like a local favourite.