In the world of technology PR, the giants can often seem untouchable. It’s easy to assume that smaller tech brands with modest budgets are fighting a losing battle when it comes to Share of Voice. We work with brands large and small, and we’re finding that nimble challenger brands can often outpace their larger competitors by being more flexible, innovative, and fast-moving.
Speed over size
One of the most underrated advantages of smaller tech brands is their speed, an enormous plus given the pace of change in the technology landscape. While large companies wrestle with corporate sign-off processes, startups and scaleups can move quickly, firing out expert comments in real time and getting into the media cycle while larger brands are still working their way through complex approvals. Being at the front of the queue with pithy comment means we get to see smaller brands leading the conversation rather than reacting to it.
Flexibility fuels innovation
Flexibility is a powerful fuel for innovation, particularly for smaller tech firms that operate without the bureaucratic corporate hurdles of their larger competitors. Their ability to adapt quickly allows them to explore creative ideas, experiment with bold messaging, and differentiate themselves in an often crowded market. In an industry where originality is increasingly challenging to achieve, this agility provides a distinct advantage, enabling emerging brands to seize opportunities, refine strategies, and pivot in response to shifting trends.
A good example of this is a Series C cybersecurity company we recently collaborated with, which successfully carved out a share of the market against a dominant competitor. Its streamlined approval process allowed for swift decision-making, enabling the brand to respond immediately to breaking news and industry developments. This responsiveness, coupled with a willingness to push the boundaries of its messaging and brand vision, positioned the company as a thought leader in its space, and ultimately led to a huge spike in share of voice.
Authenticity wins
Traditional SOV metrics, focusing on brand mentions and visibility, are starting to be replaced by share of engagement and how audiences interact with content—through clicks, shares, comments etc. This shift leans towards measuring more meaningful interactions, which requires communications to send out strong trust signals.
For this you need messaging that is authentic, as a powerful differentiator. Startups and scaleups are in the great position of being able to tap into their founding stories, leading on their mission-driven values to tell the brand story. Bigger brands often must stay more neutral or generic, more fearful of taking a punt on a bolder stance on an issue or falling into the trap of becoming less identifiable as they grow.
A great example is an Israeli startup we worked with that was relatively unknown in the U.S. By embracing its founders’ story and weaving it into its messaging, the company built a narrative that felt deeply personal and audience-focused. Through real, human-centric storytelling, it created a strong emotional connection with its market, allowing it to stand out. This strategic approach not only helped the company achieve its numbers but also led to an impressive exit in record time—proof that authenticity and boldness are invaluable assets in a competitive landscape.
Being strategic with budget
Of course, budget still matters but smaller brands can maximise limited resources by focusing on what really moves the needle. Rather than trying to be everywhere, we advise clients to target key verticals and channels where they can realistically lead the conversation. It’s about depth over breadth.
An IT Automation company we worked with understood this principle well. Knowing that its primary audience was legal firms, it concentrated its efforts solely on the publications, events, and awards relevant to that sector. This precise targeting meant its budget was spent efficiently, resulting in a quick ROI. While it may sound obvious, many companies fall into the trap of compiling expansive media lists without considering why they’re engaging specific outlets—strategic focus is what ultimately makes the difference.
Collaboration Beats Competition
Finally, small tech brands don’t have to go it alone. Partnering with other companies—whether through joint research, webinars, or cross-promotions—can amplify reach and share credibility. This kind of ecosystem thinking helps smaller players punch well above their weight, positioning them as connected, insightful, and influential voices.
Big brands may have the budgets, but small tech firms have the edge in speed, authenticity, and innovation. In the fast-moving world of tech PR, size is less important than strategy. And often, it’s the smaller brands who make the biggest noise.
