TechCrunch Disrupt has returned to San Francisco, and for those of us in tech PR and communications, it remains one of the industry’s biggest stages of the year. The event isn’t just about the buzz of startup launches or big-name keynotes — it’s an opportunity to position your clients (or your company) in front of the people shaping the future of tech.
Whether you’re looking to secure a panel for next year or make the most of your time on-site as a future attendee, here’s what you need to know from those who’ve done it before. The countdown to next year’s Disrupt starts now. If you play it right, it could be your client (or your company) shaping the conversation next time.
Start Early: Relationships Are Everything, So Build Them Early
The golden rule for TechCrunch Disrupt? Start early.
Reaching out to TechCrunch editors and event organizers in April or May puts you ahead of the pack and on their radar before programming decisions start firming up in July.
But this shouldn’t just be a one-off pitch. It’s about relationship building. You need to consistently bring ideas to reporters, not just company news. Learn what topics the organizers are exploring this year and what themes or formats they’re prioritizing.
And remember: you can’t secure a panel on corporate momentum alone. It takes time, thoughtful positioning, and a willingness to collaborate on an idea that feels fresh, timely, and relevant to the Disrupt audience.
Go Beyond the Corporate Narrative
No one wants to sit in the audience for a product pitch.
Your spokespeople need to think bigger than company talking points. Disrupt audiences crave new thinking and honest debate, and a spokesperson who can deliver a contrarian viewpoint or speak candidly about where the industry is headed will be the one reporters and the audience remember. Authenticity connects you with them — gets you invited back.
Know Your Audience — All 10,000 of Them
TechCrunch Disrupt is a mix of founders and CEOs (30%), investors (10%), sales and marketing leads (15%), engineering and product leads (15%), and so many others. At an industry event like this, your message needs to resonate with everyone — not just a technical or business-savvy crowd.
With more than 10,000 startup and VC leaders from 113 countries tuning in across live and virtual formats, clarity matters given the audience’s size and diversity. Coach your spokespeople to tell stories that resonate beyond the tech echo chamber. Avoid jargon. Speak less about what your company does, and more about why it matters, in terms everyone can understand.
Maximize Every Minute On-Site
Once you’re there, make every interaction count.
- Ask for the media list on the prep call. TechCrunch Disrupt draws far more than just TechCrunch reporters — it’s a magnet for the broader tech and business press.
- Invite people to your session. A simple personal invite can fill seats and spark post-panel connections.
- Offer 1:1 meetings. If someone expresses interest in your panel topic, suggest a follow-up conversation while you’re both on-site. Utilize the networking cafe!
And when it’s all over, repurpose the content. TechCrunch typically shares professional photos and panel recordings, which are great to use across company and executive social channels to extend the event’s momentum for weeks to follow.
Securing a panel at TechCrunch Disrupt isn’t about luck — it’s about relationships, timing, and bold storytelling. The teams who succeed are the ones who start early, show up authentically, and turn a few minutes on stage into a lasting impression.
Want to learn more about how to get your company to the hottest events? Reach out to us at [email protected].
