DeepTech refers to innovative technologies based on advanced science and engineering. These technologies will drive the creation of products not yet seen on the market. It includes sectors like biotech, quantum computing, AI, robotics, and space technologies. While many of these ideas are still in development, their market potential is emphasized by significant investor interest.
DeepTech continues to hold its place as one of the most active corners of the European startup landscape. In 2024, it accounted for 33% of all VC investment, even as overall funding dipped slightly. That stability says a lot. LP interest is growing too, with over half now actively exploring DeepTech-focused funds. According to Sifted, European DeepTech startups have raised $94 billion over the past decade, and the momentum hasn’t slowed. In a market that’s become more selective and long-term in outlook, DeepTech stands out. It’s not just attracting capital; it’s earning trust.
These businesses, like any other, need PR, but not the usual kind. The journey from concept to product can take years of research and development, which means storytelling has to work across long timelines, uncertain outcomes, and deeply technical milestones.
The specifics of DeepTech PR
One of the biggest challenges in DeepTech is time. Development cycles can stretch across many years, sometimes more than a decade, because of the intense research and technical groundwork involved. In fields like biotech and neurotechnology, many companies are still deep in the R&D phase, with no product on the market yet. Think of Synchron, working on brain-computer interfaces, or Altos Labs, which is exploring how to reverse aging through cellular reprogramming. These aren’t products—they’re scientific missions. PR in this space isn’t about feature releases or customer wins. It’s about helping people understand the vision, the science, and the long road ahead.
Funding is another pressure point. With no revenue for years, these companies rely heavily on investors. DeepTech, after all, needs deep pockets. That makes PR less about broad awareness and more about building belief. It becomes about showing that what’s being built has real, lasting potential. It’s about credibility, not clicks.
Lastly, there’s the complexity. DeepTech isn’t easy to explain. In many cases, there’s no existing market and no public demand—because the thing being built has never existed before. That puts a lot of weight on communication. It’s not just about simplifying technical language. It’s about building understanding gradually, across multiple audiences, each with its own lens.
- Investors need to see long-term potential. That means explaining the mechanics of the market, the timing, and why this technology could drive future value, even if revenue is still years away.
- Partners want to understand where the solution fits. They need context about integration, compatibility, and how the technology could strengthen or extend what they’re already building.
- The public needs a reason to care. The message here should connect the technology to real-world impact, showing how it could shape daily life, health, the environment, or the economy.
- Technical specialists, even those in related fields, often need a refresher on the problem being solved, why this particular approach is different, and how it pushes the science forward.
The goal isn’t just to simplify. It’s to layer the story in a way that makes something unfamiliar feel relevant, meaningful, and worth following.
Principles of PR
PR for DeepTech should begin long before the first MVP is released. With no product to showcase, communications should focus on research milestones, technological progress, R&D developments, and investment rounds. Instead of promoting a product, the goal is to tell a compelling story about the startup’s vision, the science behind its work, and its potential impact.
Given the importance of securing funding, investor-focused communication is often a primary direction. This means targeting specialized publications, participating in relevant industry events, and addressing the factors investors care about most:
- Industry potential. Investors need to see that the market itself has momentum. This requires not only promoting the company but also educating the audience about the broader field.
- The team. Experience, credibility, and track record are essential. A strong founding team builds trust.
- FOMO (fear of missing out). PR should create a sense of urgency, showing investors that now is the time to get involved.
Building a strong HR brand
Another essential area of focus is building a strong HR brand. DeepTech companies rely on attracting top technical talent to accelerate R&D and shorten development cycles. PR efforts should appeal to technical specialists, positioning the company as an exciting workplace that is revolutionizing its industry and the world. That might include having technical leaders speak at industry events or on podcasts, or hosting hackathons to engage younger specialists.
Laying the groundwork for public adoption
Reaching the broader public also matters. Even if a product is years away, public awareness helps lay the groundwork for future adoption. PR efforts should be balanced across audiences, each with its own priorities and language:
- Investors and partners need updates on research breakthroughs, prototypes, and testing results to track progress and assess potential.
- HR audiences are looking for signals of strong culture, meaningful work, and internal momentum.
- The general public wants to understand how the new technology could improve everyday life, health, or the planet.
To reach wider audiences:
- Use trusted intermediaries such as industry influencers, educators, and science communicators who can explain the work in familiar terms.
- Experiment with engaging formats, including short videos, podcasts, visual explainers, or Q&A sessions that simplify without dumbing down.
- Focus on connection, not just information. In the absence of a product, the goal is to build curiosity, relevance, and early trust.
Adapting tone of voice to the audience
The tone of voice (TOV) should adapt to the audience. For the general public, clarity is key—explain things so clearly even a grandparent would get it. For industry specialists, don’t shy away from technical language. This is where blending media formats becomes useful: traditional outlets, podcasts, YouTube, LinkedIn, and industry-specific platforms all have a role depending on the message. For example, we combine general business media with niche tech outlets to speak to both the market and the engineers driving it forward.
A shift toward clarity
Speaking about TOV in deep tech PR in general, it is now leaning towards simplifying communication. The market is tired of “heavy” content, so companies are conveying their messages in clear and accessible language, even when addressing industry-specific channels.
Choosing the right formats and partners
- Industry influencers: Collaborating with industry influencers can further amplify reach, as they can become powerful ambassadors for the company. In DeepTech, sector-specific influencers often play a central role in shaping perception and credibility. We work with them in different ways—through co-created content, ecosystem maps, and ongoing relationships that help companies connect with their target audiences and build trust.
- Science-first: It is crucial to closely collaborate with ecosystem partners, labs, participate in industry events, and rely on analytics and research. In other words, the scientific component should be deeply intertwined with PR because, in the absence of a product, science serves as the foundation that demonstrates its real development and future potential.
The role of personal branding
Another aspect of DeepTech PR is the importance of personal branding for key team members. Promoting figures such as the CEO, CTO, and lead scientists is critical for several reasons. First, in the absence of a product, personal brands serve as proxies for credibility. Second, technological startups often gain momentum through the visibility of their founders, as you can see with Apple and SpaceX. Most importantly, investors scrutinize the team’s expertise and credentials when evaluating a company’s potential for success. Highlighting the team’s experience can significantly strengthen the company’s reputation.
Communicating the mission
Finally, throughout all communications, it is vital to emphasize the company’s mission. Highlighting the “why” — the purpose driving the innovation — helps connect with audiences on a deeper level and inspires trust.
Main challenges
Long timelines, no product
The most significant challenge in DeepTech PR is the long development cycle. Maintaining consistent and engaging communication over an extended period without the ability to showcase the product itself is quite a demanding task.
Complexity requires fluency
Another challenge lies in the complexity of the market itself. PR professionals must deeply understand the company’s work, the science and technology behind it, and the role of new research for your product. Effective communication with industry partners requires fluency in their language, mindset, and expectations.
Hype doesn’t work here
The reputation of DeepTech has been somewhat tarnished recently due to the hype-driven chase for quick results. But DeepTech is hardly a B2C market. It operates at a different pace, a different perception structure, and a different set of expectations. Sensational headlines rarely deliver real value. If hype feels tempting, it should be balanced with solid B2B communication tied to actual business goals.
With great power comes great responsibility
PR in DeepTech comes with a lot of responsibility. Since deep-tech products heavily rely on investors, PR essentially determines not only funding but also the very survival of the company. This makes you especially careful and of course adds stress to your work.
PR for DeepTech requires patience, precision, deep product understanding, and a multifaceted approach. By balancing communication across diverse audiences, highlighting research progress, and building strong personal brands, DeepTech companies can navigate the challenges of their industry and position themselves for long-term success.