And technology PR is not an easy task—to do the job well, it requires a technical understanding of the product and the ability to digest and relay this information in a communicable way. Startups realize that having this on-hand at their investment firm is an asset to them, Mendell explains.And many of the pr execs mentioned above are solely focused on helping portfolio companies as opposed to doing in-house communications for the firms themselves. Lee tells me that part of the trend of more VC firms bringing on PR talent is a reflection of how the role of communications is changing in the tech industry in general.