5 Reasons Extended Reality Companies Need PR

Ronn Torossian
2 min readFeb 16, 2024

Imagine explaining a smartphone to someone in 1995. That’s the challenge facing Extended Reality (XR) companies today. While brimming with potential across industries, public understanding often lags behind the innovation curve. This is where public relations steps in, not just as a megaphone, but as a bridge builder, guiding XR technology companies through a competitive landscape and towards success.


The early days of smartphones also included talk of flying cars and pocket computers. XR technology faces a similar challenge. Cutting through the hype and showcasing its real-world applications. PR steps in with interactive press releases, informative blog posts, and engaging social media content.

It explains the different forms of XR (VR, AR, MR), showcases its diverse uses in healthcare, education, and entertainment, and highlights tangible benefits. Educational initiatives like workshops and demonstrations further bridge the knowledge gap, fostering excitement and dispelling misconceptions.

This targeted communication positions XR technology companies as thought leaders, shaping the public narrative and building trust in the technology’s potential. After all, informed audiences become potential adopters, creating fertile ground for further growth.

Standing out in a crowded market

The XR landscape is crowded with startups and tech giants. Differentiation is crucial. A strong PR strategy helps XR companies establish themselves and earn trust. Media outreach gets them in relevant publications to connect with their target audience.

Speaking at industry events allows direct interaction with potential customers, investors, and partners. Engaging with journalists and influencers builds relationships and valuable endorsements. These efforts raise brand awareness and showcase the company’s expertise in XR technology.

Building trust

Emerging technologies like XR face scrutiny and ethical concerns, including privacy, addiction, and misuse. Unchecked, these concerns can harm adoption. PR plays a critical role in shaping the narrative and mitigating risks.

Through proactive PR initiatives, XR companies can control the conversation by addressing potential concerns. Engaging in public discussions and forums allows them to explain their ethical practices, data security, and responsible development. Open communication builds trust and prevents further escalation.

PR also helps in building partnerships with organizations focused on ethical tech development, showcasing the company’s commitment to societal concerns and enhancing its public image.



Ronn Torossian

Ronn Torossian is Chairman & Founder of 5WPR, one of America’s leading & largest PR Agencies and the Author of the best-selling PR book: "For Immediate Release"