May 2, 2025
In B2B tech PR, general media may often look good on paper but rarely move the needle with your actual buyers. The real impact? It comes from building relationships with the right few journalists and analysts within your vertical.
Here’s how to work smarter with niche media:
1️⃣ Do your homework before you pitch: Understand the journalist's area, tone, and recent coverage. Tailor your story so it fits what they actually write about. No generic press releases.
2️⃣ Offer exclusivity and access, not noise: Niche media values relevance and depth. Share embargoed insights, connect them with spokespeople early, or provide analytical context that others don’t receive.
3️⃣ Prepare your spokesperson for real dialogue: These conversations go beyond the script. Ensure your expert can discuss industry trends, competitive landscape, and implications, not just corporate lines.
4️⃣ Think long-term, not one-off coverage: Trust is built through consistency. Keep track of what works, what doesn’t, and be helpful, even when you’re not pitching. Send them insights, not just stories.