Q&A with SamsonPR Founder and CEO Scott Samson: The Best PR Advice is to Invest in Yourself

What is one thing you’d tell a CEO about PR?

Invest in yourself. Have a separate budget for your own thought leadership program and check in with your PR team ongoing. Building your own brand as a CEO is critical and often overlooked by most CEOs. When PR sits with marketing, the marketing team has specific KPIs to reach to get new customers - it becomes more about corporate and product PR, and sales enablement (which is important). CEO visibility doesn’t always come into that mix. It’s separate. And the benefits are unparalleled when done right.

Think about many of tech’s most known founders and CEOs through the years. Steve Jobs. Tim Cook. Marissa Mayer. Mark Zuckerberg. Jeff Bezos. Ginni Rometty. They all invested in building their own brand as a CEO, and when you think of their company (or former company), you think of that leader. That’s PR at its finest.

As Bill Gates once said, "If I was down to my last dollar, I would spend it on public relations."

I like to think what he meant is if I was in a make it or break it position, I would invest in myself to make sure I’m visible and relevant - that’s when opportunities present themselves.

It makes sense. Research shows that over 80% of B2B buyers have already picked a winning vendor before they are in contact with a sales rep, and 70% of the purchase process happens anonymously before buyers engage with sales, according to a recent 6sense survey.

Taking a step back, how did you get into PR?

I got into PR when I was about 18. My mother worked in marketing for a big tech company, and I used to help her with tasks like direct mailers and producing marketing collateral. While still in high school, I got exposure to the world of marketing and communications. When I went to college, I naturally gravitated toward communication studies with a focus on public relations. I’ve been working full-time in PR since I was 19 years old. For me, there was a trifecta that made PR right: I love people, I love storytelling and I love media. At the end of the day, I’m just a storyteller. That’s how I introduce myself to people when they ask what I do.

What excites you most about PR?

PR is exciting because it’s fast-paced, and every day brings something new. It combines two things I’m passionate about—working with people and telling stories. I love interacting with different people and helping them share their innovations with the world. Especially in tech PR, we’re helping founders and CEOs grow their businesses by making their innovations known, which is incredibly rewarding.

Can you tell us about a memorable media win?

One of my favorite media wins was early in my career, right after college. I was working on one of the largest environmental campaigns, called America’s Wetland: Campaign to Save Coastal Louisiana. This was before Hurricane Katrina, and very few people knew about the devastating coastal land loss in Louisiana. I pitched the story to CNN’s Headline News, and it resulted in multiple three- to four-minute segments running throughout the day. The sheer impact it had made me realize how powerful PR can be in raising awareness and influencing change.

Why did you decide to start SamsonPR?

After working with companies like Criteo and Quixey, I realized that my strength lies in helping tech companies accelerate their growth. I saw a gap in the market—larger PR agencies weren’t suited to the needs of earlier-stage tech companies with smaller budgets. The structure of traditional agencies didn’t work. I wanted to build an agency that delivered expert-level PR without all the agency nonsense, so I assembled a “Dream Team” of high-level experts who could provide results without clients having to rely on junior staff to carry the weight. And it’s worked well for us.

What sets SamsonPR apart from other agencies?

Our clients view us as true partners rather than just another agency. We fully integrate with their teams, from marketing to product and sales, to understand their business deeply and help it grow. Instead of a cookie-cutter approach with junior staff, our clients work with experts who bring specialized knowledge and relationships to the table. We focus on results and long-term growth, and our clients appreciate that we are in it for the long haul, building their brand awareness and making a lasting impact.

To what do you attribute SamsonPR's success and growth?

Our growth stems from two key areas: our team and our relationships. I believe we’ve built the best team in tech PR, filled with smart, caring individuals who genuinely want to help our clients succeed. That care shows in our work, and clients recognize it. Our clients often reward us by sending referrals our way, which is a testament to the great relationships we’ve built and the results we deliver.

It's been a challenging time for tech companies. How can PR help in tough times?

It’s been a tough few years, and many companies tend to cut PR budgets during downturns, which is a big mistake. When times get tough, companies should actually double down on their PR efforts. No one wants to be the best-kept secret. If you stop your PR efforts, it will only get harder to generate sales in an already difficult environment. PR helps keep your company visible, and in tough times, visibility is key to survival and growth.

What should tech companies look for when hiring a PR agency?

First, know your goals and budget. If your budget is under $50,000 a month, avoid mid- or large-sized PR agencies—they likely won’t give you the attention you need. And most are set up with the exact structure of a small agency - a small team within the agency with their own P&L. They just come with a much higher price tag. There is a major trend in PR where major tech companies and brands are now opting for smaller agencies, and it’s making a big difference.

I recommend opting for smaller, specialized agencies that work with experts familiar with your space. Look for deep media connections and a track record of success in your industry. And be prepared for a long-term partnership. PR is about building sustained momentum, not just quick wins. It takes time, but pays off!

To get in touch with Scott Samson directly, please email him at [email protected]