Proper Propaganda

Proper Propaganda works with technology companies, pairing earned media experience with technical know-how and content built around how AI search now shapes what people find about a brand. Case studies with HOVERAIR, Keychron, Velotric, and UREVO point to work across consumer hardware categories — drones, mechanical keyboards, e-bikes — where product launches and reviews carry real weight with technical press and enthusiast audiences.

The service list runs from media relations, press releases, and newsroom management to thought leadership PR, crisis communications, and corporate communications, alongside brand strategy and positioning, naming, and visual identity work for companies building out a fuller identity. Offerings are grouped under labels like Brand Narrative, Classic PR, AI Search (GEO), Performance PR, and Influencer Relations, reflecting a split between traditional press outreach and newer work aimed at how large language models surface and describe a brand. Pricing runs from project fees around $8k to $15k up to monthly retainers spanning roughly $3k to $20k, depending on scope.

For a technology brand preparing a product launch, the practical mix might include press outreach and a newsroom presence handled under Classic PR, positioning and narrative work to sharpen how the company is described, and GEO-focused content meant to influence how AI search tools represent the brand alongside coverage from outlets and influencers relevant to hardware and consumer electronics.