Tech moves faster than most communications teams are structurally designed to operate. Markets shift, customer expectations change overnight, and a single statement from a competitor can rewrite the narrative for an entire category. In this environment, the organisations that win know that communications is a strategic engine rather than a reactive function.

Here’s what the smartest brands are doing differently and what your organisation can borrow from them.

1. Adopting an “always-on newsroom” mindset

The most effective brands think like newsrooms. They don’t wait for something to happen before figuring out what they want to say. They have stories, visuals, data points and executive perspectives ready long before news actually breaks.

This approach flips traditional corporate comms on its head. Instead of scrambling to respond, in some cases with cautious or diluted messages, an always-on newsroom gives you clarity, speed and control. When the conversation shifts, you’re ready. When a competitor launches, you’re ready. When a journalist calls unexpectedly, you’re ready.

2. Using “journalist-first” storytelling

Journalists exist to tell meaningful stories. Organisations that understand this will craft their narratives the same way a journalist would, with key ingredients like structure, clarity and tension.

It’s going back to the classics a clear problem (what matters right now) and a strong insight (your perspective on it).

This approach builds credibility before conversion, which is essential in a world where audiences increasingly distrust corporate voices. When your storytelling respects the craft and constraints of media, your brand becomes a source journalists want to return to.

3. Embracing tension rather than avoiding it

Many organisations hesitate to say something provocative. Yet tension is what cuts through the noise. Strong stories challenge assumptions, question industry norms and introduce new thinking. Playing it safe rarely moves the conversation forward.

The companies and leaders that drive conversations forward aren’t afraid to take a position. They are comfortable with discomfort and happy to voice what others won’t. However, there is a difference between being ‘unhinged’ and a ‘maverick’, the difference being not saying something just to get attention, but saying it being it needs to be said and it aims to spur the industry on.

4. Putting forward a human, visible leader

In times of noise, AI slop and uncertainty, people want to hear from real people. A visible leader and expert with a clear voice, strong point of view and human presence bring the grit to the story, makes it deeper and more meaningful, and avoids it feeling shallow.

Authenticity, as much as it is hated as an over-used word, is what’s key with executive comms. When people communicate with clarity, empathy and confidence you move from having a spokesperson to having a strategic asset.

The takeaway for tech organisations

This blog is about mindset. To own the narrative, take inspiration from these principles and by doing it consistently, you can elevate your PR strategy over other in this sea of sameness.