B2B PR is media and reputation work aimed at an audience of other businesses: the buyers, partners, investors and future hires who decide whether a company is credible before they take a meeting. It looks different from consumer PR because the goal is not mass awareness but trust with a specific, often small, set of decision-makers. That means earned coverage in the trade and business press those buyers actually read, a founder or expert voice they recognise, and increasingly, being the company an AI assistant names when a buyer asks it for options.
Reach is not the point. A consumer campaign is judged on how many people saw it. A B2B campaign is judged on whether the right hundred people did, and whether it moved them. The outlets are narrower and more technical, the buying cycle is longer, and a single placement in a title a CFO or a CISO trusts can matter more than a viral hit none of them read. The work is closer to building a track record than running a burst of noise.
Evidence and specifics. A named customer with a real result, a number that can be checked, a point of view that says something other companies will not. Generic claims about being a market leader are exactly what a sceptical buyer filters out. This is the same discipline behind thought leadership and founder visibility: give a buyer a reason to trust the claim, not just the claim itself.
Directly. B2B buyers now ask ChatGPT, Perplexity and Google's AI answers for shortlists before they contact anyone, and those systems repeat what independent, credible sources say about a company. The earned coverage that B2B PR builds is exactly that signal, which is why we run it alongside AI visibility rather than as a separate track. Coverage a buyer trusts and coverage an AI system trusts are, increasingly, the same coverage.
We run B2B PR across fintech, cybersecurity, AI and deep tech and legaltech, and for broader technology companies. The sub-sector changes which outlets matter and how the story is framed. The underlying discipline, earning trust with a specific buyer rather than shouting at everyone, does not change.
No. A startup with one strong, specific customer story often has more to work with than a large company with none. What matters is whether there is something real and checkable to say, not the size of the company saying it.
By coverage in the specific titles your buyers read, share of voice against your competitors in those titles, and increasingly whether AI assistants name you when a buyer asks. It is a track record built over time, which is why we treat it as a programme and measure it against what PR actually delivers in the first 90 days.
Our focus is B2B and authority marketing: earned coverage, thought leadership, founder visibility and AI visibility for companies selling to other businesses. If a campaign has a genuine consumer angle we will say so, rather than stretching a B2B approach over an audience it does not fit.
B2B PR is the audience lens; the delivery is our core services applied to it. See what a PR agency actually does for the mechanics, or request a quotation to talk through a specific goal.
Media RelationsAn embargo trades a reporter a head start for a promise to hold the story until a set time. How embargoes actually work, when they are worth it, and what to do when one breaks.
Media RelationsMost months you have no announcement, and that is fine. The ways founders earn coverage between the big news: original data, fast expert reactions, and a point of view worth quoting.
Media RelationsA mention in the trade your buyers read every morning beats a line in a general outlet most will never see. How to pick the right trades and pitch the reporter who covers your category.
Tell us what you are building. We reply within 24 hours with where we think you can be featured.
