What CMOs in creative tech need from PR (and what they don’t)

 

CMOs are under constant pressure to prove the value of every investment. PR can feel like the hardest to quantify because short-term ROI isn’t reflective of the overall outcome. But done well, it delivers something owned content alone cannot: credibility, visibility, and influence. We’ve seen it first-hand in decades of work across creative technology, where a smart PR strategy consistently builds awareness and authority.

According to Cision’s 2025 Comms Report, 44% of respondents said they struggle to align metrics to revenue or business KPIs, but that doesn’t mean PR lacks value. It means CMOs need agencies that can tie activity to wider business goals and show measurable impact.

 

Commercial alignment, not slow execution

Company goals evolve rapidly in the creative tech sector, encompassing product launches, software updates, customer wins, and industry partnerships. PR has to move at the same pace. Timely execution can be the difference between owning the story and missing the moment.

PR teams should react to shifting priorities, amplify product news alongside their owned content, and engage in industry conversations. Acting quickly demonstrates relevance, while proactive commentary shows commitment to the sector.

From the same Cision report, 84% of comms leaders said the C-suite has sought their counsel more this year than before. PR is no longer just a support function – it’s increasingly recognised as a driver of strategy and not just an amplifier.

Here are three recent articles we’ve placed for clients that showcase their commercial priorities and position their thinking within the wider industry conversations.

• Airship for Creative Bloq on Mario Kart’s AI ‘scandal’, a piece also syndicated by MSN.
• Lux Aeterna for World VFX Day, delivering insights on GenAI and ethics in VFX.
• Alongside Global for TechRadar Pro, with commentary on agentic AI and the tools reshaping creative industries.

 

Thought leadership, not generic storytelling

In the B2B sector, spokespeople give brands credibility and personality. The challenge is to move beyond surface-level commentary and provide insights that are both relevant and original.

Strong thought leadership positions executives as trusted sources of expertise. When they contribute to debates on the issues shaping the industry, they build visibility, attract new opportunities, and set the business apart from competitors.

We’ve done this for:

• CETA Software for Broadcast Tech, with expert insight on hidden costs in post-production budgets.
• Qoolize for WeAreTechWomen, with a feature on why diversity is key to stronger telecommunications.
• Lux Aeterna on the Allan McKay podcast, discussing the career paths of VFX founders.

 

 

Long-term brand awareness, not vanity metrics

PR for B2B creative tech is about consistency, not quick wins. The value lies in sustained brand presence that strengthens reputation and builds trust over time.

Conversion metrics or coverage counts rarely tell the full story. The more important measure is the influence and awareness that builds across months and years. With a regular cadence, PR becomes a driver of inbound opportunities, a stronger reputation, and lasting recognition in the markets that matter.

 

Choosing Grammatik for creative tech PR

Agencies with three to ten employees account for nearly half (45.4%) of all high-growth agencies. Grammatik is proud to be part of that group. We’re agile, deeply specialised in media and entertainment, and hands-on with every client we support.

If you’re a CMO in creative tech looking for PR that strengthens authority and aligns with business goals, get in touch or take a further look at our work. Let’s talk strategy.