Article 15: Can We Supply Our Own Content for the International Tech PR Campaign?

Can we supply our own content for an international tech PR campaign? Yes – in short, you can absolutely supply the content for an international tech PR campaign. Whether you should, and to what extent, depends on your internal resources and campaign objectives.

In-House Resourcing

If you have a large in-house team of marketers, PR professionals or content creators, it is perfectly normal to use those resources and rely on your external agency for media and influencer outreach, social amplification, paid campaigns and distribution (along with ideation, consultancy, advice and a bunch of high-level strategic activities).

Equally, if the opposite is true and you have little to no internal resources, outsourcing the entire campaign “soup to nuts” is going to be the best option. 

In this scenario, an agency will need access to your best spokespeople, partners and customers, anyone with a story or opinion to share. These individuals will need to be interviewed, recorded and quoted, with drafts shared internally for approval.

Jocelyn Hunter, founder and CEO of BENCH PR, our member agency for Australia, New Zealand, and Singapore, suggests gathering multiple data points and listening to multiple voices: “It’s really important for PR teams to talk to sales—not just to tech company leaders. The sales team is often closest to the customer, so they understand the pain points that help us craft relevant storylines.”

The Type of Content Matters

If you plan to go it alone, be aware, some types of content lend themselves better to in-house creation than others. 

For example, news stories in tech companies with in-house PR and marketing teams are often created centrally and distributed for regionalisation or localisation.

This allows the company to maintain full control over messaging and narrative – particularly important when announcements are highly confidential until launch.

However, thought leadership content (bylines or opinion articles, as they are often called) can be more nuanced. As the name suggests, these pieces need a clear opinion. However, when created in-house, they can sometimes read like thinly disguised sales pitches. Personally speaking, I think agencies are in a better place to help here using their external view to create truly unbiased, insightful content– after all, we speak to a lot of tech companies, and we know your market and the trends really well.  

For example, Mike Sottak, Wired Island (US) our US member agency, says physical AI and sustainability will be important trends to talk about in 2026:  “The first big trend we see – one that evolves AI to a new level – is physical AI. How does AI interact with the real world? Not just prompting it for research, but real-world interactions that help us navigate physical environments more efficiently and safely.”

The second big topic he sees is sustainability: “All this AI consumes huge amounts of power and water. It’s an environmental drain. On the macro level, there’s global warming and increased energy demand. On the personal level, your electricity bill might double because a new data center opened nearby.”

Customer stories and case studies are also often developed centrally, as sales teams or account managers typically manage those relationships. Sales teams can understandably be protective, and putting an external agency on the phone with a customer can feel slightly anxiety-inducing. On the flipside, it’s worth noting that sometimes customers respond much better – more openly, more honestly – when they are speaking to a third party and that can help to build a really insightful customer story. 

International Appeal

The number of countries or regions involved in your international tech PR campaign also plays a role in whether to insource or outsource content creation.

If you are working across five, six or seven countries, economies of scale suggest that creating content once and reusing it where possible makes financial sense. Who writes that content is still up for debate though. It could be an in-house team or a single agency.   

It is worth noting that what is newsworthy or interesting in one country is not necessarily newsworthy in another. This is particularly true for customer stories. For example, a Spanish retailer using technology from a Spanish vendor is not likely to interest UK media unless there is a clear “world-first” or “European-first” angle. 

Giving agencies the freedom to regionalise or localise central created content – as well as provide advice and consultancy on what could work locally is a really sensible move. 

Quick Fire Things to Consider

1. Avoid being overly promotional. In-house content can sometimes be too company-favourable, effectively blowing your own trumpet. Media outlets want balanced, credible stories.
2. Support claims with evidence. Statistics, data, facts and ROI figures help validate your claims and strengthen your story.
3. Keep press releases concise. One to two pages maximum. Most journalists will not read beyond the first page.
4. Avoid buzzwords and internal jargon. If only your internal team understands the terminology, it will likely alienate journalists and readers.
5. Name your customers where possible. Anonymous case studies rarely carry weight. “A global drinks company saved £1m using our software” is not compelling without attribution.
6. Ensure thought leadership includes a real opinion. Consider which publication you intend to pitch to while writing. Tailoring the angle to the target media outlet increases the likelihood of publication.
7. Avoid AI-generated content entirely. Authenticity matters. Content should reflect genuine expertise and real interviews, not generic AI-produced commentary. Rahme Mehmet from TechComms, one of our UK agencies says: “In 2026, I believe there will be a backlash against AI-generated content by editors, reporters, and people working in the media who will become increasingly frustrated with AI-generated content and thought leadership! The pushback will be in the form of stronger policies around what content they are willing to accept from PR agencies or in-house PR teams. The pushback will be against those trying to ‘pass-off’ content that is not genuine thought leadership.”
8. Understand what the media will publish. Journalists will not publish your whitepaper, infographic or datasheet. These can provide useful background material, but they are not editorial content.
9. Independent research carries more weight. Research is most credible when independently conducted, independently reviewed and supported by external voices.
10. Leverage connections. It’s also worth remembering that your PR agency is almost certainly closer to the media than you are so it’s worth taking their advice on edits and changes that may need making to customise it for a specific journalist. 

In summary, supplying your own content for an international tech PR campaign is entirely possible, but whether you should depends on your internal resources, content type, and campaign objectives. In-house teams work well for structured announcements and customer stories, while agencies often bring valuable external perspective for thought leadership and media engagement. Striking the right balance (central creation, regional adaptation, and agency collaboration) ensures content is credible, compelling, and resonates across markets.

Further Reading

Can I be the spokesperson myself?

How much time do I invest in a tech PR campaign? 

How do I get my PR budget approved?