Reputation is your most valuable currency as a B2B business.
It drives trust before the first call, credibility before the first meeting, and influence long after the deal closes. Yet many B2B companies still treat PR as a reactive function to launch in a crisis or launch.
Consider how Figma used strategic media placements and executive storytelling to position itself as a design disruptor. Before Adobe’s $20B acquisition offer, Figma had already earned consistent coverage in outlets like TechCrunch, Fast Company, and Protocol, often highlighting its CEO’s vision and developer-first ethos.
Or look at Databricks, which used PR to shape the narrative around “lakehouse architecture” before the industry even had language for it. It resulted in a category-defining story, which supported rapid market education, and helped them raise over $3.5B. This escalated them to become one of the most-watched enterprise tech players in recent years.
In this guide, you’ll find 30 proven B2B PR strategies used by companies to scale to beyond the next level.
Here are 30 Genius B2B PR Strategies That Actually Work:
1. Position C-Suite as Industry Voices
Get your CEO or founder in front of industry media through interviews, panels, or published articles. Buyers trust leadership visibility, especially in technical or emerging sectors.
2. Build Relationships with Trade Journalists
Identify reporters who regularly cover your industry. Share timely, useful insights with them, even if they aren’t press release worthy. Establish your B2B company as a go-to source when they need expert commentary.
3. Create a Dedicated PR Section on Your Website
Maintain an easy-to-navigate page with industry research your company participated in, press releases, media coverage, executive bios, and contact details. This builds credibility and gives journalists quick access to what they need.
4. Use Company Data to Tell a Story
Turn internal benchmarks or user behavior trends into original insights. Journalists are more likely to cover your brand when you provide data they can’t find elsewhere.
Hubspot is an excellent example. They’ve consistently used proprietary data from their CRM and marketing platform to publish benchmark reports, industry trends, and State of Marketing studies. All these insights have been included by outlets like Inc., Forbes, and TechCrunch.
5. Secure Speaking Opportunities at Industry Events
Apply early to panels and conferences your buyers attend. Stage presence signals authority and builds trust, especially when paired with timely topics or product announcements.
6. Turn Customer Wins Into Media Moments
Pitch success stories backed by measurable outcomes. Trade publications love real impact, especially when the client is willing to speak alongside you.
7. Run Original Industry Surveys
Collect insights on pain points, trends, or spending habits in your space. Publish the findings with clear takeaways to attract media interest and thought leadership coverage.
8. Offer Commentary on Emerging News
Equip your leadership team to respond quickly to relevant industry developments. Timely, informed commentary helps position your brand as a credible voice in the conversation.
9. Reshare PR Wins Across Owned Channels
Extend the life of every media mention. Reshare interviews, features, or award announcements across LinkedIn, newsletters, sales materials, and your website to build credibility over time.
10. Host Private Roundtables for Media and Analysts
Invite a curated group of reporters, analysts, or influencers to engage in off-record discussions. These sessions build stronger relationships and often shape future coverage angles.
11. Map PR to Account-Based Marketing
Coordinate your PR efforts with ABM campaigns by targeting outlets read by your key buyers. This strengthens message consistency across both earned and direct channels.
12. Secure Executive Bylines in Trade Publications
Pitch opinion articles under your executive’s name to top outlets in your industry. Strong bylines demonstrate subject-matter authority and shape how the market views your leadership.
13. Pitch Follow-Up Angles to Journalists
After a story runs, suggest a deeper angle or trend-based follow-up. Staying proactive keeps your brand in rotation and builds long-term relationships with editors.
14. Use Video Clips to Support Pitches
Attach short executive clips or product demos with your media outreach. Video gives reporters immediate context and increases the chances of your pitch standing out.
15. Collaborate with Niche Creators
Partner with respected voices in your vertical, including industry podcasters, newsletter editors, or analysts. B2B buyers trust domain experts more than general influencers.
16. Build a Visual Press Kit
Keep a downloadable kit on your site with high-res logos, team photos, and product visuals. This removes friction for journalists and ensures brand consistency.
17. Translate PR Content into LinkedIn Posts
Break down press wins or byline articles into digestible thought leadership posts for executives. LinkedIn reach supports brand recall with clients and prospects.
18. Highlight Team Expertise in Media Outreach
Don’t limit outreach to founders or CEOs. Subject-matter experts across product, data, or compliance can drive niche coverage that speaks directly to technical buyers.
19. Time Press Outreach With Product Roadmaps
Coordinate announcements and press briefings with launches, feature updates, or strategic partnerships. Well-timed PR boosts visibility and drives awareness before sales outreach begins.
20. Assign Internal PR Champions in Each Department
Appoint one person in marketing, product, and leadership to flag media-worthy milestones. Cross-functional input keeps PR efforts relevant and consistent.
21. Use Analyst Briefings to Shape Narrative
Engage analysts before major product or funding announcements. Their perspective can guide media positioning and influence how your brand is described externally.
22. Create Data-Backed Trend Reports
Publish quarterly or annual reports using internal data or third-party research. These reports often get cited in the media and linked by industry blogs. It helps to rank better in AI searches too, since AI uses a mix of citations, data and research, blogs, and forums to collect information.
23. Engage in Newsjacking with Purpose
Monitor trending topics and contribute meaningful commentary when aligned with your expertise. Thoughtful, timely insights increase relevance and media pickup.
24. Localize PR for Key Markets
Adapt your media outreach by region when expanding into new territories. Local relevance increases placement rates and strengthens on-the-ground brand perception.
25. Maintain a Calendar of Industry Moments
Track key events, product cycles, and fiscal milestones to plan PR ahead. Predictable cycles help you stay proactive, not reactive.
26. Repurpose PR for Sales Enablement
Turn top-tier press coverage into leave-behinds, case study decks, or onboarding material. Earned media builds confidence during the sales process.
27. Run a Media Training Refresh Annually
Update your spokespeople’s training to reflect new messaging, product changes, or media behavior. Even experienced leaders need to refine delivery.
28. Collaborate with Partner Brands on Joint Stories
Pitch stories or reports with integration partners or aligned platforms. Shared audiences create stronger narratives and increase reach.
29. Use Reddit, Quora, or Industry Forums to Identify PR Hooks
Look for questions or pain points that keep surfacing. These can inform story angles, commentary topics, or original research themes.
30. Track PR Outcomes With Defined Metrics
Go beyond impressions. Measure link quality, referral traffic, executive mentions, and inbound interest from press or analysts to track real PR impact.
Let Us Build Your B2B PR Strategy
Verified Communications is a Toronto-based public relations and corporate communications agency trusted by startups, founders, CEOs, and business leaders since 2016. We partner with clients that demand big-brand thinking without the big agency bloat. Lean by design and built to scale, we blend strategy with storytelling to make audiences feel something real.
Project and retained PR and communications services for startups, established brands, and executives include media training, public relations, executive communications, corporate communications, media relations, message development, crisis communications, and thought leadership content development.
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