What is B2B PR? How it can support your business growth

What is PR, and do I need it?

Ever feel like your innovative B2B tech solution is getting lost in the noise? You're not alone. With 90% of B2B buyers influenced by online content (WBR insights), simply having a great product isn't enough anymore. Strategic PR isn't just a luxury – it's your secret weapon. It helps you stand out, build trust, and shows your value in a crowded market.

A strong PR strategy can boost your credibility and deliver real results, but a plan is essential, whether you're launching a new product, entering new markets, or keeping up with competitors.

The Jargon Group is an award-winning B2B PR and communications consultancy. We help disruptive brands communicate, build credibility, and stand out through strategic brand messaging, high-quality content, and effective consultation that will deliver results no matter the budget.

Ready to demystify PR and explore how it can supercharge your tech business growth? In this post, we'll dive into the essential B2B PR strategies and tactics to help you achieve your goals. (And hey, if you're keen to dive deeper, our team is always here for a chat !)

So, what actually is B2B PR?

Let's cut through the, well, jargon (pun intended!). According to the PRCA, the world’s largest PR professional body, “Public Relations, or ‘PR’, is all about the way organisations communicate with the public, promote themselves, and build a positive reputation and public image. The way an organisation is represented in the media has a huge impact on how people perceive it. PR professionals try to influence the media to represent their organisation positively and communicate key messages.”

While traditional PR targets consumers, B2B PR is all about promoting your business to other businesses. It's a different beast, with different goals and different audiences.

It’s about building trust, raising awareness, and improving your brand's reputation in your industry. B2B PR helps you become a market leader, attract quality leads, and maintain a positive brand image. It provides the communication tools you need to reach these goals.

To become successful, it's essential to have a solid B2B PR strategy.

B2B PR Strategy

You know the saying, 'You've got to walk before you can run'? The same goes for PR. Jumping into campaigns without a solid strategy is like building a house without foundations. It’s unlikely to end well!

If this is your first foray into B2B PR, it can feel a bit overwhelming. But don't worry, let's break it down to the basics:

Define your PR goals - Ask yourself what you are trying to achieve. Do you want to:

Increase brand awareness?
Generate leads?
Break into a new market?
Position your leadership team as industry experts?

Defining clear PR objectives will shape your messaging and determine how you measure success.

Understand your market - Research is non-negotiable here. Get an in-depth understanding of your industry and the B2B landscape you're navigating. Think SWOT or PESTLE analysis (SWOT identifies your internal Strengths and Weaknesses, and external Opportunities and Threats, and PESTLE explores macro-environmental factors like Political, Economic, Social, Technological, Legal, and Environmental influences) plus some solid competitor research, to grasp your current market position. Now that you know your position, it's time for an internal communications audit. This will help you see how you currently present yourselves.

Know your audience - An effective B2B PR strategy puts you in front of your target market. But “knowing your audience” means more than knowing the basic demographics (age, gender, location, and industry). You need to truly understand:

What are their challenges?
What goals are they trying to achieve?
What channels and publications do they trust?

These insights will help ensure that your message cuts through the rest of the noise.

Plan for success - Your PR goals aren’t just standalone ideas – they should align with your overarching business objectives. Setting SMART objectives (Specific, Measurable, Attainable, Relevant, and Time-Bound) helps you focus your campaign. It also lets you measure results clearly.

B2B PR tactics:

Once you have set out your PR strategy, it is time to bring it to life. Here are some of the most impactful B2B PR tactics:

Messaging

The B2B market is more competitive than ever. There are countless ways to talk to stakeholders. So, standing out is vital – it’s non-negotiable. That’s why taking the time to craft a quality messaging strategy is the critical first step.

Strong messaging is at the heart of all award-winning PR campaigns. It’s not just about what you say, but how clearly and consistently you say it. A robust messaging strategy ensures your communications are seamless across every channel. Without a unified message, building awareness and trust is an uphill battle. But with one? You’ll promote clear communication and a steady brand presence across all touchpoints. This will help you build stronger, lasting relationships with your customers.

Given that typical B2B sales cycles are long and the stakes are often high, strong messaging is crucial. It helps your audience instantly grasp who you are, what you do, and most importantly, how it benefits them.  

Content strategy and storytelling

At The Jargon Group, we genuinely believe in the power of storytelling to transform a brand – and we promise, it won't be filled with jargon.

At the heart of effective PR is the ability to craft a compelling story – one that captures attention, builds trust and inspires action. A clear content strategy keeps your brand story consistent, relevant, and aligned with your business goals. A solid content strategy involves creating a range of materials that can be used to target your audiences. From press releases, thought leadership articles, blogs, case studies, whitepapers, website copy, and social posts, these materials should connect with your audience's needs and challenges.

Our team crafts content that does more than sell a product. We showcase your expertise, show clear value, and build an emotional connection. We do this through authentic storytelling. The right story, told at the right time and place, can change brand perception. It can spark important conversations and make your business a trusted voice in the industry.

Crisis communication and reputation management

When things go wrong, like a product recall or bad publicity, your reputation is at risk. A PR team or a robust crisis communication plan can make a big difference. It helps you manage situations quickly and clearly, protecting your brand from serious harm.

A common (and often costly) mistake B2B brands make is waiting for a crisis to strike before developing a crisis communication plan. Your company's reputation is one of its most vital assets – it's something you must plan to protect.

That's why having a crisis plan ready before disaster strikes is crucial. It provides a step-by-step framework to follow when negative publicity hits. And in the age of social media, where news spreads in seconds, brands have to act faster than ever to preserve their reputation and turn challenging situations around.

Awards

Awards are an effective way to elevate your brand, boost visibility and solidify your position as an industry leader. But, the sheer number of awards out there can feel overwhelming. So before you start dreaming of that trophy, here are a few things to consider:

What's your purpose for entering this award? Are you aiming to:

Forge new partnerships or attract specific customers?
Generate new sales opportunities?
Recruit top talent?

Each goal will naturally lead you to different award programmes.

Secondly, how much information do you need to bring together to enter the award?  And is it information you are comfortable sharing with a third party?

Most importantly, do you have the internal resources and expertise to truly give yourself the best chance of winning? To help you put your best foot forward, we’ve rounded up our top 3 B2B awards that technology companies must enter in 2025.  

Event support

Events are a seriously powerful tool in the PR playbook. Whether you’re planning a major product launch, an industry conference, or an exclusive media event, these events can create a powerful buzz, showcase innovation, and build stronger relationships with the key audience.

Unlike traditional media outreach methods, events offer a unique opportunity to bring journalists, influencers, and potential customers directly to you. It’s a chance to tell your story face-to-face, offer hands-on experience, and make a lasting, memorable impression.

Well-timed events can spark strong media interest. They also boost social media engagement and create word-of-mouth momentum that lasts beyond the event. And if you’re attending a large tradeshow or industry Expo, the built-in audience means even more visibility and opportunity to stand out.

That’s why choosing the right events and perfectly aligning them with your broader PR strategy is critical. To help you plan, we’ve rounded up a list of the top 6 tech trade shows of 2025. If you’re attending any of them, let us know – we’d love to connect over a coffee.

Digital PR

In today’s digital environment, social media isn’t optional for brands – it’s an essential part of brand building. It’s where people connect, discover, and make their purchasing decisions. Whether you're a B2B brand on LinkedIn or reaching consumers on TikTok, being active is important, but being strategic is what truly makes the difference.

Having a solid digital PR strategy helps you stay consistent, ensures that your content supports your broader business goals, and builds stronger, more meaningful relationships with your audience over time. Without it? You’re essentially just posting and hoping for the best – and that is not a strategy.

A comprehensive strategy starts with truly understanding who you’re talking to: what they care about, what they need, and how your brand genuinely fits into their world. It’s also about knowing that not every platform works the same way. What lands on LinkedIn might fall flat on TikTok, and vice versa. So, be smart: focus your energy where it’ll have the biggest impact, rather than spreading yourself too thin trying to be everywhere at once.

Media Relations

Media relations focus on communication between an organisation and the journalists and editors who shape the news. As a B2B PR agency, our main goal is clear: we want to promote our clients’ brands, share their key messages, and educate their target audiences. Ultimately, media relationships build immense credibility and foster mutually beneficial relationships between your organisation and the media.

Consider this: some journalists receive up to 100 pitches a day! That’s why establishing genuine relationships with the press is absolutely essential.

It’s about introducing them to your client’s product or service in a way that resonates. Once journalists truly understand your business, it can unlock a whole host of valuable media opportunities.

Strategic media relationships can often be the differentiating factor that truly sets clients apart from their competitors. Our team has deep experience across a range of sectors within the technology industry, allowing us to expertly build these vital connections between the media and our clients. This consistently results in increased brand awareness and significant business growth.

Benefits of B2B PR

Attracts your target audience

For B2B companies, the immediate value of PR is getting in front of your target market. But truly great PR does more – it shapes what your audience thinks, feels, and ultimately does about your brand. A well-crafted communication strategy helps your brand reach the right audience with the right message at the right time.

Raises credibility

A robust PR strategy will significantly boost trust and credibility with your target audience. This can be achieved through a combination of smart PR tactics such as thought leadership, award wins, and clear messaging.

Increased brand awareness

PR tactics can significantly elevate your brand awareness by strategically placing your messaging in front of the right audience. Whether through valuable earned media coverage or strategic commercial partnerships, PR professionals can connect businesses with publications targeting niche audiences.  This not only builds brand authority but also keeps your brand at the top of mind with its key decision-makers. And by leveraging digital PR, we can take that brand awareness to a whole new level.

Manage reputation

PR tactics such as thought leadership, press releases and media interviews can help you effectively convey your message and position your team as experts in your industry. For instance, imagine your B2B tech company publishes an article in a leading industry publication, explaining how your technology solves a key challenge for retailers. When a company facing that exact issue comes across your piece, it strengthens their perception of your brand - you’re not just another vendor; you’re the trusted solution provider.

Driving growth

Having a solid PR strategy can supercharge your business growth. While PR isn’t a direct sales channel, it can speed up your sales cycle through creating trust and authenticity, get you in front of your target audience, and give you that critical competitive edge against your competitors.  

Benefits of B2B PR

For B2B companies, the immediate value of PR is getting in front of your target market. But truly great PR does more – it shapes what your audience thinks, feels, and ultimately does about your brand. A well-crafted communication strategy helps your brand reach the right audience with the right message at the right time.

Attracts your target audience

For B2B companies, the immediate value of PR is getting in front of your target market. But truly great PR does more – it shapes what your audience thinks, feels, and ultimately does about your brand. A well-crafted communication strategy helps your brand reach the right audience with the right message at the right time.

Raises credibility

A robust PR strategy will significantly boost trust and credibility with your target audience. This can be achieved through a combination of smart PR tactics such as thought leadership, award wins, and clear messaging.

Increased brand awareness

PR tactics can significantly elevate your brand awareness by strategically placing your messaging in front of the right audience. Whether through valuable earned media coverage or strategic commercial partnerships, PR professionals can connect businesses with publications targeting niche audiences.  This not only builds brand authority but also keeps your brand at the top of mind with its key decision-makers. And by leveraging digital PR, we can take that brand awareness to a whole new level.

Manage reputation

PR tactics can significantly elevate your brand awareness by strategically placing your messaging in front of the right audience. Whether through valuable earned media coverage or strategic commercial partnerships, PR professionals can connect businesses with publications targeting niche audiences.  This not only builds brand authority but also keeps your brand at the top of mind with its key decision-makers. And by leveraging digital PR, we can take that brand awareness to a whole new level.

Measurements:

B2B brands need to know where their PR investment is going. Without accurately tracking relevant metrics and measuring progress, no one can truly understand the value of their PR efforts. The tactics deployed and metrics tracked by a business looking to drive lead generation will differ from those deployed by a brand seeking to achieve a perception shift. 

At the start of any campaign, agencies must work with their clients to set clear and realistic SMART objectives that align with business and communications targets and can be regularly tracked and reviewed.  

With a clear objective defined and accompanying tracking metrics agreed upon, campaign inputs and activities become clearer. A brand looking to undergo a perception shift might track media sentiment change or utilise quarterly brand surveys to measure progress. Activities would naturally revolve around attaching the brand name to keywords and publications associated with the desired perception.  

Measurement gives purpose to campaigns. A puff piece in a national publication might give a few vanity points, but if it doesn’t help a business towards its goals, it holds little value. Teams should work collaboratively to progress towards their agreed goals, delivering valuable results that demonstrate a return on investment. 

Find out how to measure the value of your PR efforts here.

So, do you need PR?

So, circling back to the big question: Do you need PR? If you're looking to expand your business, break into a new market, or significantly boost your brand's credibility, B2B PR can play a pivotal role in propelling your company to new heights. It's not a quick fix; it's a smart, long-term investment that builds the momentum strength for lasting success.

Here are five clear signs that your business is ready for PR:

You have clear business objectives: These go beyond short-term goals. They should outline a long-term plan for your company's success over the next three to five years.
Your product or service is ready for market: This means your business is ready to scale and meet consumer demand.
You have the internal structure to support PR: It’s often underestimated how much internal collaboration is needed when partnering with a PR agency. You’ll need to ensure you have the internal resources to review materials, collaborate on ideas, and approve strategies to keep the momentum going.
You have an interesting story to tell: Every business has a narrative, but to truly stand out, you need to pinpoint what makes your story unique and how it differentiates you from the competition. PR will help you craft compelling narratives that clearly communicate your one-of-a-kind story to your target audience.
You have a consistent brand message - Not only does this help journalists take notice, but it also fuels compelling PR content that will entice your target audience to keep coming back.   Brand consistency is vital for easy recognition across the market and all touchpoints, building long-term trust with your customers.

In-house or outsource

When your business needs PR, the next big question is: Should you handle it in-house or hire a specialist agency? While keeping PR in-house can seem more convenient, it can often stretch limited resources and dilute your impact, especially if you don’t have the specialist expertise. Outsourcing to a dedicated B2B PR agency gives you quick access to PR experts.

They know the media landscape well and understand what makes a story newsworthy. This means they can start campaigns that deliver real results right away. In a competitive space, working with specialists ensures your brand truly cuts through the noise, without you having to build everything from scratch.

If you choose to outsource your PR efforts, choosing the right PR agency for your company is essential. There are three vital questions you must ask:

Can they do the job?
Will they do the job?
And crucially, will they fit in?

Want to boost your business’s profile?

If you’re ready to seriously boost your business’s profile? Whether you're launching a product, scaling up, or simply want to build credibility, PR can be the catalyst for serious growth.

Why not start by talking to our award-winning team? We’ll help you assess your goals, identify the perfect tactics, and build a B2B PR plan that makes sense for your business.

Book a call