Why Is Software PR So Hard? 8 Game Changing Tips for Making It Work

By John English

April 2, 2025

Author's Page

Let’s face it – getting noticed in the software industry is tough. Each year, countless new companies flood the market with software PR, all touting themselves as “innovative,” “revolutionary,” “disruptive,” “game-changing,” and every other buzzword in the book. 

To be fair, most of them genuinely believe they have something groundbreaking to offer – otherwise, why start a business? But the real challenge, from a PR perspective, lies in communicating that value in a way that truly sets the company apart from the competition.

And here’s the thing, a lot of software companies – startups in particular – are not good at telling their story. They focus so much on the technical aspects of their product or the latest features they’ve built that they forget what really resonates with people: the why.

Why does the product matter? What problem does it solve, and why should anyone care?

Instead of crafting a compelling narrative, they default to jargon-filled pitches that might impress an engineer but leave everyone else scratching their heads. The irony is that many company founders think that all that jargon and marketing-speak sets them apart, when in reality it makes them sound like everyone else. So, what should you be doing to create great software PR content?

The Software PR Challenge

Startups often assume that their technology will speak for itself, but in a crowded market, that’s rarely the case. A great software PR strategy doesn’t simply showcase a product – it connects it to real-world problems, underscores its effect on people’s lives, and paints a vision that people can get behind. 

Getting to that vision and crafting content that sells it to an audience is my job as a PR writer. And to do that, I need a deep understanding of the product, the problem it solves, and, most importantly, the audience it’s meant to serve.

That’s where collaboration with the client becomes essential. The best outcomes happen when clients can step back from the minutia and share the bigger story: why they started their company, the problems they’re trying to solve, and the vision they have for the future. When that kind of clarity is missing, it’s my job to help tease it out – but it’s much harder if the focus remains stuck on features rather than the actual value the product brings to its audience.

Want an easy way to follow trending tech topics and journalists? We’ve got you covered! Check out our industry insights page: Tech PR Industry Insights

Software Public Relations That Works – What You Can Do

So, my advice to any software company looking to stand out is simple:

Determine the real purpose behind your company and tie it to some larger social, economic, environmental, or industry-wide challenge. 

For instance, maybe you’re a health tech startup using AI to make healthcare more accessible for underserved communities.

Perhaps your software is addressing sustainability concerns through improved supply chain transparency. Whatever your focus, the key is to frame your product as an answer to a real-world problem. That’s the kind of story that will stick with journalists, investors, and customers alike.

And, hey, maybe your company isn’t doing anything more exciting than improving productivity in a highly niche industry. That’s okay, too. Even if your product isn’t tackling world-changing challenges, there’s still a story to tell. 

Focus on the specific pain points you’re solving, and the tangible benefits your software has for the people or businesses you serve.

Maybe you’re saving companies hours of manual work each week, or perhaps you’re helping small teams achieve results that were once only possible for larger organizations. Even the most niche products can stand out if you can articulate their value clearly and tie them to the broader challenges or opportunities your audience cares about. That’s what separates the noise from the stories that stick.

When I have that clarity in what a client does, it lays the groundwork for a smoother and more effective software PR campaign. This clarity informs every stage of the process – from brainstorming and crafting pitches to researching bylines and securing interviews. That, in turn, gives the client what they want: press coverage and brand visibility in a crowded market. More than that, though, it helps them build trust, cultivate meaningful relationships, and position their company as an expert in their industry.

I’ll close this by saying that thought leadership and trust are what all good software PR aims to achieve. That becomes much easier to achieve when a client can clearly articulate their purpose, understand the bigger picture, and connect their product to real-world challenges. When those elements are in place, the rest of the PR journey becomes much more influential – and far more sustainable.

Conclusion – Our 8 Tips for Software PR

In summary, here’s what companies can do to optimize their software PR efforts: 

• Avoid Buzzwords – Focus on clearly articulating your product’s real value.
• Focus on “Why?” – Develop a compelling narrative that goes beyond technical features.
• Focus on the Macro – Frame your product as a solution to industry, social, or environmental issues.
• Clarify a Purpose – Align with the product’s audience and goals to strengthen messaging.
• Highlight Pain Points – Call out exactly what challenges your product helps users overcome.
• Show Tangible Benefits – Emphasize real gains, like time savings or improved efficiency.
• Build Thought Leadership – Identify your expertise and great content that shows what you know. 
• Work with Pros – PR pros can help you step back and think about the big-picture of your products. 

Ready to work with tech PR pros? Book a free consultation with us today! As an AI PR SaaS company, we understand SaaS and software PR and have the expertise to help you shine. Let’s talk!