You know that feeling when you see a new gadget everywhere — YouTube unboxings, tech blogs, tweets, and even your coworker won’t shut up about it? Suddenly, you’re convinced you need it too. Not necessarily because it’s the best, but because it’s the one everyone’s talking about.
That’s not just marketing. That’s public relations (PR) doing its thing.
Marketing vs. PR: What’s the Difference?
Marketing shouts, “Buy this now!” PR whispers, “Everyone’s already using it.”
While marketing often relies on ads, emails, and paid campaigns, PR works by earning attention — media coverage, product reviews, influencer mentions, Reddit threads, and viral conversations. It’s not about buying your way into people’s feeds; it’s about becoming part of the story people are already sharing.
And in the world of gadgets, stories matter just as much as specs.
How PR Shapes the Gadgets We Choose
When a new gadget drops, a good PR team already has a playbook — send early samples to top reviewers, pitch the product to tech writers, arrange exclusive first-look articles or “leaks,” seed conversations on social platforms
By the time you hear about the product, it’s already gone through a whole ecosystem of strategic placements designed to build buzz. That buzz becomes belief. And belief turns into sales.
Think about it — if you see a gadget reviewed on YouTube, mentioned in Wired, recommended by a TikTok tech creator, and shared by your favorite Reddit user, it starts to feel legit. You start to want it. You even feel like you might be missing out.
The Power of Social Proof
Social proof is a psychological phenomenon: we trust what others trust. If a product is consistently mentioned in reputable places, we assume it must be good.
Ever notice how Amazon reviews influence your purchases? PR plays a similar role. Media mentions and expert endorsements act as signals — not just of quality, but of relevance. If everyone is talking about the same thing, we start to feel like we should be paying attention.
In a saturated market of smartwatches, earbuds, and portable chargers, being “talked about” is sometimes more valuable than being “the best.”
Tech Influencers and Trusted Voices
Let’s be real — you’re more likely to buy a new device after watching someone like MKBHD or Sara Dietschy use it than after reading a product manual. Why? Because PR understands that we respond to people, not specs.
That’s why brands invest in getting their products into the hands of creators and journalists. These voices act as translators — they break down features, give honest opinions, and add personality to cold specs.
PR isn’t about faking hype — it’s about guiding the right people to tell the story in a way that resonates.
Why We Trust Third-Party Voices More Than Brands
Here’s a fun truth: we’re all a little skeptical of advertising. But when someone else says something good about a product — even if it’s someone we don’t know personally — it feels more trustworthy.
That’s why PR coverage hits different. A gadget featured in a respected publication or reviewed by someone we follow feels more real than a flashy ad. We assume there’s some vetting. Some expertise. Some reason it’s earned attention.
In a world of endless options, attention itself becomes a form of validation.
Two Gadgets, Same Specs, Very Different Outcomes
Imagine two companies launch portable Bluetooth speakers with nearly identical features. One of them hires a PR agency. They land a few media placements, a couple of influencers share reviews, and their product gets picked up by a “Top 10” roundup.
The other company? Crickets.
Guess which one sells out?
It’s not always about who has the best product — it’s often about who has the best narrative around it.
So… Should You Trust the Hype?
To be fair, not every hyped product lives up to the buzz. But many of them do. That’s because good PR isn’t about lying — it’s about spotlighting value in a way that’s hard to ignore.
The next time you feel that itch to buy the gadget “everyone’s raving about,” take a moment. Look past the headlines. Read the full reviews. Watch the videos. Trust — but verify.
But don’t blame yourself for getting caught in the buzz. That’s just great PR doing its job.
