Contents

Introduction

Most businesses understand public relations (PR) as managing reputation and securing media coverage. But great PR goes much deeper than chasing media coverage.  

A powerful, well-planned B2B PR strategy is so much more than just sending press releases or reacting to news. It’s about shaping how your industry, customers, and stakeholders see you. It’s about having a clear plan that helps your business grow and shows real results you can point to.

Any B2B PR agency worth its salt will tell you that! 

This guide outlines the key steps in developing an effective B2B PR strategy, from defining objectives to picking the right B2B PR tactics.   

What is a B2B PR strategy? 

A B2B PR strategy is your master plan for communicating with the people who matter — your customers, industry influencers, analysts, and journalists. It builds credibility, establishes thought leadership and visibility, and influences decision-makers. 

With a strong PR approach, you stop sprinting after random opportunities and make thoughtful, strategic moves instead. Exceptional B2B PR doesn’t merely react; it anticipates. It helps you secure the right media coverage, increase industry authority, and support commercial objectives. 

Seven steps to building an effective B2B PR strategy 

1. Start by setting clear PR objectives 

A successful B2B PR strategy starts with clear, measurable objectives. Without these, PR efforts can feel scattered. Typical objectives include: 

  • Increasing brand awareness within a target industry 
  • Positioning the business as a thought leader 
  • Generating interest from potential partners, investors, or customers 
  • Giving your employer brand a boost to attract top talent 
  • Improving media perception and managing reputation 

Defining specific goals helps shape direction and ensures B2B PR strategies serve a clear purpose. 

2. Identify the right audience 

Understanding who you need to reach is essential in shaping your strategy. Ask yourself: Who are the primary and secondary audiences? And which human voices (influencers) do they trust and listen to most?  

In B2B, we often have large and fragmented groups of stakeholders — because buying decisions rarely come down to just one person alone. Understanding your audiences, and the connections between them, is essential for identifying the right B2B PR tactics.  

However, it’s equally important to consider the diverse media channels your buyer persona may engage with throughout their daily routine. It might look something like this: BBC News at breakfast, LinkedIn scrolling during coffee breaks, industry trade and Financial Times newsletters before lunch, and listening to their favourite podcasts on their commute home.  

Each media format presents an opportunity, but the angle and approach naturally need to be different.  

3. Understand the competitive and industry landscape 

Keeping tabs on your competitors’ PR activity and industry trends and knowing what topics journalists are interested in can help position your business effectively. It’s all about understanding the white space and where your business can sit alongside others.  

Additionally, aligning your B2B PR strategy with industry events, regulatory updates, and emerging discussions ensures that messaging remains timely and relevant. Plus, it gives those all-important news hooks. 

But spoiler alert – standing out is tough if everyone says the same thing. And even more so if you’re saying it in the same way. The solution? Tell real, compelling stories that only your brand can tell, and package them up in a way that differentiates you. 

4. Get the story right  

PR is built on storytelling. Facts alone won’t carry your message far enough. For B2B PR to truly work, you need compelling stories that support your business goals and offer value to your target audience. These stories can consist of: 

  • Your company’s growth story 
  • Data-led insights such as surveys, reports, and research findings 
  • Newsworthy company developments like product launches, partnerships, or major hires 
  • Case studies and success stories that demonstrate your expertise 

You can also: 

  • Create experiences and events for journalists to attend 
  • Partner with universities, analysts and research houses to create industry-leading research 
  • Comment regularly on breaking news in your sector 

5. Choose the right B2B PR tactics 

You can use a range of B2B PR tactics depending on your objectives and audience. Some of the most effective include:  

  • Media relations: Building relationships with journalists and securing coverage in relevant publications.
  • Thought leadership: Contributing expert opinions, guest articles, and op-eds to industry media.
  • PR-driven content marketing: Producing whitepapers, research, and reports that generate media interest.
  • Speaking opportunities: Securing panel and keynote roles at industry events and conferences that position your people as experts.
  • Awards and recognition: Entering industry awards to build credibility.
  • LinkedIn: Your leaders should post regularly with comments and insights on your company’s milestones and relevant news in your industry. 

Pick the right mix of B2B PR tactics, and you’ll amplify the messages that move your business forward.  

6. Recognise that timing is everything  

B2B PR should be proactive and planned rather than purely reactive. A well-structured PR plan outlines key activities, aligning them with company milestones, industry events and media opportunities. This approach ensures a steady stream of visibility rather than sporadic bursts of coverage. 

A good PR plan is also adaptable. While having a roadmap is essential, your business should remain flexible to capitalise on relevant news and trending topics as they emerge. 

7. Measure the impact  

Like any business function, you should measure PR activity against key metrics to assess effectiveness. Common ways to track PR performance include:  

  • Media coverage: Number and quality of publications mentioning the business.
  • Share of voice: The number of mentions the business gets compared to its competitors.
  • Audience engagement: Interactions with PR-driven content, such as comments, clicks, and shares.
  • Website traffic: Measuring referral traffic from PR efforts.
  • Brand mentions: Whether these contain a backlink or not, they’re still useful for B2B SEO!
  • Brand sentiment: Monitoring how the business is perceived in the media and online discussions.
  • Digital impressions: The total number of times content is displayed across online channels, including traditional media, social media, SEO, and AI answer engines. While impressions don’t guarantee engagement, they’re a strong indicator of brand visibility and awareness — particularly important in multi-channel PR campaigns.

Regular analysis allows you to refine your PR approach, focusing more on what works and adjusting what doesn’t. 

Why a B2B PR strategy matters

A solid B2B PR strategy helps your business own its story, shape industry conversations, and build trust that lasts. Instead of a reactive chase for media coverage, a smart approach ensures PR efforts align with business goals and deliver real value over time. 

And with the rapid rise of AI changing the way your target audience and customers search for information, using tools like Google’s AI Overviews and platforms like Perplexity, your B2B PR strategy needs to reflect how your brand appears across the entire digital ecosystem — not just your owned channels.

When you set clear targets, get who you’re talking to, craft compelling stories, and use the right tactics, you’ll create PR that generates broad coverage and makes a genuine difference. Because the world deserves fewer random press releases and more inspiring stories worth talking about.  

But the best way to get your B2B PR strategy off the ground?  

Work with an award-winning B2B PR agency like Definition. Get in touch for a chat today. 

Katy Bloomfield 2

Written by Katy Bloomfield, Managing Partner, PR, at Definition on 18/06/2025

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