Why B2B Technology Companies Need a Proactive Public Relations Program
Key takeaways:
- Today’s world moves too fast for brands to only respond to industry happenings, they need to create their own moments in time
- Brands that position themselves proactively can help drive industry conversations, and not just partake in them
- Teeing up executives for public comment on trending topics builds credible thought leadership and establishes themselves as a brand beyond their company, but being able to LEAD a discussion sets the tone in a market
No industry has scaled faster, been more impactful, or been more in the public eye than B2B technology companies have been in the last decade. Where previously companies were positioning themselves to respond to the news of the day/week when they wanted, today’s news cycle makes it a real possibility that your input will be overlooked. It is vital that B2B tech companies adopt a proactive PR program to coincide with their rapid response program to begin to lead from the front.
News cycles move at lightning speed, industry trends shift rapidly, and buyers are inundated with information from every direction. Without a proactive approach, brands risk being overlooked, missing critical opportunities to influence conversations, or risk allowing others to tell their own story. A strong B2B tech PR engine does more than just get your brand in the news: it shapes narratives, builds trust with your audiences, surfaces in critical buying moments, and in many ways does the heavy lifting that enables all other marketing and sales efforts to function more efficiently.
Below are some of the key reasons why working with a B2B PR agency is more important than ever, along with some examples from work by our team at Escalate PR illustrating how a proactive approach pays off.
How a Proactive PR Strategy Elevates B2B Tech Companies
1.Match the Rise of the Informed Buyer
Buyers in B2B tech do far more research before talking to a vendor. They seek trusted content, validation from third parties (analysts, press, even peers), and proof points. PR helps provide that: thought leadership, expert commentary, studies or surveys, and media coverage that validate your claims.
2. Signal vs. Noise
The volume of content, announcements, and innovations is huge (AI/ML, cybersecurity, drones, etc.) and everyone is trying to stand out. A proactive PR program means you don’t wait for news to happen but instead you create it.
3. Trust & Credibility
Media coverage, analyst relations, and influencer engagement all build third-party credibility in ways that owned or paid media seldom can. In sectors like cybersecurity or autonomous systems especially, trust is a huge deciding factor. Being visible in the right places builds that trust early, so when a buyer gets pulled into a longer evaluation process, your brand is already on the shortlist.
4. Multiplier Effect for Other Channels
PR doesn’t sit in isolation. It feeds content channels (blogs, social media, newsletters), it improves SEO (through links and citations) and AEO, it boosts event visibility, and it helps drive inbound leads. A smart PR program amplifies everything else around it.
5. Speed & Flexibility in Strategy
Between new regulations, evolving security threats, and shifts in buyer priorities, markets change more frequently than ever. A proactive PR program allows companies to adjust messages, address emerging concerns, or create unique narratives that address real market needs. If you’re only reactive, you miss windows of opportunity.
How Escalate PR Helps Clients Create Sustainable News
Publish your own data or insights
Does your company or organization own your own research tools?
If yes, an experienced B2B PR agency can help digest the data and extract story lines from the insights. This is a creative skill that has been honed over decades of working with the media. Novel insights are media gold; if the story is told properly, your insights will be referenced on an ongoing basis.
What if my company does not have our own insights?
Working with a B2B PR agency gives you access to not only a strategic team to lead your communications efforts but also the tools in order to “create” your own news. Our team is well versed in conducting surveys around industry trends to build credibility, weaving together data-driven insights with strategic storytelling to create a newsworthy narrative.
How can using data in my marketing help my brand?
Using data-driven reports in marketing materials drives credibility. Numbers give proof points, uncover trends, and make complex technology easier to understand. When woven into marketing and product messaging, data transforms abstract claims into concrete proof. The hard numbers and quantifiable value builds trust with audiences when appropriately paired with customer stories. The right B2B tech PR agency inserts hard numbers into stories that engage and resonate with customers, media outlets, and other companies.
Position executives for commentary on trending topics
How can I position our executive team as industry thought leaders?
Effective thought leadership means guiding industry conversations, not just joining them. Being able to take an informed stance begins with a clear understanding of your audience; what challenges they face, how they speak, and which issues resonate most. Just as it’s important to recognize your place in the B2B tech market, it’s equally important to know when a trending topic isn’t in your wheelhouse, even if it can be tempting to weigh in. This applies when executives engage publicly: offering perspectives grounded in technical expertise, sector-specific trends, or ethical considerations positions leaders as trusted, authoritative voices. This focus helps the media, and your audience, see your team as a go-to source for meaningful commentary.
What are the best channels to promote executives through?
We recommend a multifaceted approach. There is no “best” channel, and using a mix of owned, earned, and optimized content provides a well-rounded approach to getting your executives in front of your audiences. However, we do have a recommendation on where to start. Start with securing speaking opportunities where you know your audience will be. This includes keynote speeches, podcasts, and industry panels. Repurposing these appearances into media content for promotion across social media allows for more integrated B2B tech marketing campaigns
Respond quickly to internal and external shifts
Why is rapid response PR important?
In today’s fast-moving media landscape, timely response is critical to staying relevant. Whether it’s capitalizing on current events through newsjacking, weighing in on industry developments, or addressing unexpected company crises, speed demonstrates awareness and authority. The brands and executives that respond quickly and thoughtfully position themselves as leaders who can offer clarity when others are still catching up. Rapid engagement not only builds credibility with media and stakeholders, but also ensures your voice shapes the narrative rather than being left out of it. The right B2B PR agency can be a reliable advisor to help guide and implement a rapid response strategy to meet not only the present moment, but ones down the road.
Align messaging with industry trends
How can I align my messaging with industry trends?
Aligning with industry trends allows a brand to demonstrate relevance and foresight. By engaging with the themes and moments that matter most to your sector, you show that your business not only understands the direction of the market but is actively contributing to it. This can take the form of creating content that connects your expertise to broader movements, speaking in ways that resonate with your audience, or even creating products and services that reflect where the industry is headed. When done authentically, trend alignment positions your brand as one that is leading conversations, reinforcing credibility and trust with stakeholders.
If trends are changing all the time, why is it important to align with them?
It all starts with relevancy. At a time when trends seemingly come and go every few days, aligning with industry trends in sustainable ways signals to your customers that you understand the market’s direction and their evolving needs. Brands that ignore trends risk appearing outdated or out of touch, while those that strategically engage are positioning themselves as forward-thinking leaders who can anticipate change.
How to Build a Proactive PR Program
Thinking about changing up your approach to PR? Here are some best practices we hang our hats on at Escalate.
- Start with Narrative & Message Development: Know what you stand for, what differentiates you, and how to speak to different audiences (technical, business, end user).
- Content & Research Creation: Surveys, analyst reports, data studies are powerful because they become “news you own” and give you credibility.
- Media & Analyst Relationships: Ensure your message is landing in front of the right audience, in the right publications. Bring value and unique perspectives to journalists and news outlets.
- Consistent Visibility/News Cadence: Not everything is a big launch. Frequent, smaller wins matter: executive commentary, contributed content, customer stories.
- Measurement & Iteration: Track what kind of coverage or content is moving the needle: web traffic, inbound leads, share of voice, sentiment. Adjust strategy accordingly.
- Preparedness — For crisis, for shifts in the market, for regulatory changes. Being proactive means also anticipating what could go wrong or what angles could open up.
For B2B technology companies today, visibility isn’t a nice-to-have, it’s foundational. Without awareness, you can’t leverage your value proposition, you can’t get into the early stages of consideration, and you fall prey to competitors who are more vocal. Proactive public relations is a force multiplier: it boosts credibility, accelerates awareness, and creates a base of trust that makes everything else you are doing work better.
Working with firms experienced in B2B tech, like Escalate PR, that adopt a proactive PR approach which is anchored in strategy, research, narrative development, and execution can move the needle. Now is the time to invest, build, and scale your PR efforts with the right partner at your side to steer the conversation.
Not sure where to start? Our team has put together A Modern PR Toolkit for B2B Marketers to help your team get started.
FAQ’S
What is rapid response in PR?
Rapid response in PR, or newsjacking, is when a brand quickly and strategically provides relevant commentary on trending or breaking news topics. This can be done to round out conversations around topics and drive thought leadership through unique points of view. However, it’s important that risk-reward scenarios be carefully weighed so that brands are commenting on appropriate topics and adding true value, not just saying something to appear in the news.
Why is it important to align my messaging to trends?
To maintain relevancy to the culture of the moment, to where the industry is going, and most importantly, to the needs of your customers. While it is important to do so strategically and selectively, it shows your audience you are forward-thinking and always innovating. Those who do not, risk being seen as outdated and lost in the noise.
Why is proactive PR important?
People are inundated with news every day, and it’s vital that you bring consistent, unique approaches to your audience. Creating your own news shapes narratives, builds trust with your customers, and amplifies all other marketing and sales efforts.
How does a proactive PR approach drive credibility?
Companies that set the tone get attention. Potential customers and partners take notice when a well thought out campaign begins to take hold. With the amount of sameness across all sectors in B2B technology, the organizations that bring novel, unique approaches to industry problems are the ones that rise to the top.
What is the best way B2B tech companies can start taking a proactive approach to PR?
Begin with a real understanding of the problems your target audience is facing. Build your narrative and campaigns around real-world situations and data so that your intended audience can put themselves in the story and they can then see how you will be able to help them address some of their most pressing needs.