Questions and Answers
about Crux

1. Who are Crux Comms?

Crux Comms is a PR and communications agency specializing in B2B Tech. We help companies identify and solve their communication challenges – their "crux" – to enhance their reputation, create business results, and be visible in the right contexts.

We combine senior strategic advice with AI-supported processes. This means we use AI where it creates the most value: to analyze data, identify news opportunities, automate simpler production, and generate content drafts. Our AI tools, from ChatGPT to custom GPT agents, enhance our work without replacing human expertise.

Our goal is to create impact, not just activity. Therefore, we base our work on your business goals and challenges, and build communication accordingly.

2. Which companies do you work with?

We collaborate with B2B companies in fintech, proptech, SaaS, cybersecurity, regtech, cleantech, medtech, edtech, enterprise software, and other technology-driven industries.

Our clients are often in growth, transformation, or new positioning and have a need for communication that builds trust, visibility, and results. This applies to both startups on their way to scale-up and established players with complex communication challenges.

3. What does it mean to work with Crux Comms?

It is a partnership. We start by understanding your business situation and objectives. Then we design a PR setup that combines strategy and execution, evolving over time. You gain access to a team that is proactive, available, and results-oriented.

We prioritize relationship building, not just delivery. You will have access to our founders throughout the work – not just at pitch or kickoff. And we set demands back so that you get more out of every effort.

4. How do you build long-term relationships?

Through trust, responsiveness, and concrete value. We do not work according to the “big reveal” model but build an iterative process where we regularly check in, present insights early, and fine-tune along the way.

We do not solely focus on the task at hand. We help you prioritize, improve what you are already doing, and identify gaps that truly make a difference. And we do not lose momentum – neither in enthusiasm, response time, nor proactivity.

5. How do your subscriptions work?

We offer three levels of subscription: Basic, Premium, and Enterprise. All subscriptions have a fixed monthly cost and clear frameworks. The model makes it easy to plan, scale, and adapt the collaboration as needed.

• Basic: Starting level for companies looking to build their PR, with advice, media monitoring, and three Crux-credits – our internal currency that you can exchange for, e.g., press releases or thought leadership articles.

• Premium: More advice, a tailored AI agent, more credits, and continuous spokesperson outreach.

• Enterprise: For companies with complex challenges and a need for strategic presence at the executive level – with full customization, data storage within the EU, and dedicated GPT support.

Credits can be saved, topped up, or used for campaigns. You know what you get and what you pay for.

6. We have a fixed budget. Can you adapt?

Yes. The subscription model is based on scalability. You choose the level, and we adapt the deliveries within that framework, with no hidden costs. Furthermore, you can easily top up with more credits as needed. Transparent, predictable, and budget-friendly.

7. What do we actually get out of working with you?

We help you reach out, build credibility, and claim space in the right contexts. This can involve media coverage, thought leadership, proactive crisis communication, or smarter content on LinkedIn, always focusing on impact, not just production.

8. Can you help us with individual efforts or projects?

We believe in long-term collaborations. However, we also offer the opportunity to purchase additional credits for campaigns, events, or specific projects. In this way, you can temporarily scale up without losing structure or momentum.

9. What do you mean by “AI-supported PR”?

It’s about working smarter, not cheaper. Our AI processes help us analyze data, find angles, automate parts of production, so we can devote more time to what matters: strategy, positioning, and messaging.

AI is our accelerator, but the direction always comes from us as experts.

10. “We already have ChatGPT. Why can’t we just do it ourselves?”

You can, sometimes. Generative AI tools like ChatGPT have opened opportunities to create drafts, quick content, and ideas on your own.

But AI is only as good as the instructions it receives. It is one thing to create a text draft. It is a completely different matter to ensure that the content reflects business goals, adheres to brand tone, suits the target audience, and actually breaks through the competition. And doing this over time and in a consistent manner. If misused, AI risks leading to generic texts that get lost in the noise or, in the worst case, damage credibility.

In addition, the professional use of AI is about more than just generation:

• It requires structured processes that ensure quality and messaging over time.

• It requires continuous updating of knowledge about AI’s limitations, risks, and new opportunities.

• It requires control, ensuring that AI enhances your strategy, not being an ad-hoc activity where each draft lives its own life.

At Crux Comms, we use AI strategically: to speed up the right things, maintain high precision, and create better insights – not just more content. The difference lies in our experience of steering AI efforts towards actual business impact.

11. Does AI replace your advisors?

No, AI can never replace strategy, creative insight, or intuition. It is a tool, not a solution. For us, AI is always subordinate to expertise. Never the other way around.

12. How do you handle data when using AI?

We work according to the principles: no data training, no sensitive data, no uncertainty. All information we handle is managed responsibly and in accordance with GDPR, and our Enterprise clients can choose European data storage.

AI solutions based on your material (strategies, old press releases, etc.) are trained locally and in isolation. Nothing you provide us is used to improve models or shared further. You retain control. Always.

13. Can you also help us in the Nordics and/or globally?

Yes! We have extensive experience working throughout the Nordics and the Baltics (Sweden, Finland, Denmark, Norway, Estonia, Latvia, and Lithuania).

Moreover, we are members of the global networks Convoy and Hotwire. Both are specialized in B2B Tech, just like us. Through our experience, broad network, and these collaborations, we can deliver both coordinated Nordic initiatives and global campaigns, always tailored to local market conditions and cultural differences.

14. Who is behind Crux Comms?

Crux Comms was founded by Simon Wallin and Anders Berg, two experienced advisors with backgrounds from leading roles in PR for tech companies. They actively lead the agency, are present in every assignment, and are passionate about building smarter, more effective communication using AI and experience in synergy.