The digital world of 2025 has transformed attention into a scarce commodity, making credibility more valuable than ever.
Tech companies operating in this terrain find that media coverage serves as the crucial bridge between breakthrough advancements and market recognition.
AJ Ignacio, CEO of Baden Bower, a leading tech PR agency specializing in guaranteed media placements, has witnessed this phenomenon firsthand. “The tech sector moves at lightning speed, but visibility doesn’t automatically follow advancement,” Ignacio notes. “Media coverage creates that critical connection, transforming technical achievements into tangible brand value.”
The Credibility Equation
Approximately 81% of consumers prioritize trust when making purchasing decisions, rendering media coverage a powerful third-party endorsement. When a tech advancement appears in Forbes, TechCrunch, or Bloomberg, it receives an implicit stamp of approval that advertising simply cannot replicate.
“Tech companies face a distinctive situation,” Ignacio observes. “They must convert complex advancements into stories that resonate with both industry insiders and everyday consumers. Media coverage provides that translation service.”
This translation becomes particularly necessary as advancements become more technical. A feature in a respected publication contextualizes a business’ significance, explains its applications, and positions it within larger industry narratives.
Beyond the Press Release
Traditional PR relied heavily on press releases and pitching—methods that Ignacio considers increasingly outdated in today’s media climate.
“The conventional method puts tech companies at the mercy of editorial calendars and journalist interest,” he explains. “Timing can determine success in a competitive arena, making guaranteed media placement a strategic advantage.”
Baden Bower’s method represents a modification in how tech companies handle media relations. Rather than hoping for coverage, they secure it, creating a consistent drumbeat of visibility that builds momentum over time.
The Digital Longevity Factor
Digital media coverage offers remarkable staying power, unlike social media posts that quickly disappear into algorithmic oblivion. Articles published on reputable sites continue attracting readers and potential customers long after publication.
“We’re seeing a fundamental modification in how tech companies think about media investment,” Ignacio notes. “They’re recognizing that an article in a major publication delivers compounding returns through search visibility, backlinks, and ongoing discovery.”
This longevity factor becomes particularly valuable in the tech sector, where product development cycles can stretch for years. Media coverage creates digital breadcrumbs that lead back to the company throughout the advancement journey.
SEO: The Hidden Value Multiplier
Behind the scenes of media coverage lies a powerful force multiplier: search engine optimization. When reputable sites link to a tech company’s content, it enhances the site’s authority in search algorithms.
“Many tech leaders underestimate how media coverage impacts their digital footprint,” Ignacio observes. “High-quality backlinks from trusted publications significantly improve search rankings, driving organic discovery months and even years after the initial coverage.”
For tech companies competing in busy segments, this SEO advantage can prove decisive. As search becomes increasingly sophisticated, the authority signals from quality media placements grow more valuable.
The Trust Transfer Mechanism
Media coverage functions as what Ignacio calls a “trust transfer mechanism”—borrowing credibility from established publications and applying it to emerging tech brands.
“When consumers see a tech advancement featured in a trusted source, that trust extends to the advancement itself,” he explains. “It’s a psychological shortcut that helps people comprehend complexity.”
This mechanism proves particularly powerful for technologies that might otherwise seem intimidating or inscrutable to mainstream audiences. Media coverage humanizes technical concepts, making them accessible and relatable.
From Visibility to Valuation
Media coverage directly impacts valuation and investment prospects for tech startups. When potential investors research a company, media appearances signal legitimacy and market potential.
“Media coverage attracts the attention of potential investors, venture capitalists, or angel investors,” Ignacio explains. “Positive media exposure displays your business’s growth potential and can lead to funding opportunities, especially when you get featured on Forbes or similar tier-one outlets..”
This visibility advantage extends beyond fundraising to talent acquisition, partnership opportunities, and customer acquisition—all critical growth factors for emerging tech companies.
The Measurement Evolution
Tech companies have become more sophisticated in their marketing tactics, demanding clearer ROI from media investments. Baden Bower has responded by developing metrics that connect media coverage to business outcomes.
“Modern tech leaders want to see how media coverage converts to website traffic, lead generation, and ultimately revenue,” Ignacio observes. “We’re helping them connect those dots through advanced attribution models.”
This focus on measurement reflects the tech industry’s data-driven culture and the increasing pressure to justify marketing expenditures with tangible results.
The Strategic Imperative
Technology continues transforming industries and reshaping consumer expectations, making media coverage a critical strategic asset for companies operating in this terrain. It translates technical achievements into market recognition, converts advancement into trust, and transforms visibility into valuation.
“In the attention economy, media coverage is about being understood. For tech companies, that understanding is the connection between brilliant advancement and meaningful market impact.” Ignacio concludes.
For tech leaders charting their course through 2025, this insight may prove to be the most valuable advancement of all.
