Cruxo here, back with this week’s insight.

In B2B tech PR, generalist coverage may look good on paper but often doesn’t move the needle with your actual buyers. The real impact? That comes from building relationships with the right few journalists and analysts in your vertical.

Here’s how to work smarter with niche media:

1️⃣ Do your homework before pitching:
Understand the journalist’s beat, tone, and recent coverage. Tailor your story to fit what they actually write about. No generic press blasts.

2️⃣ Offer exclusivity and access, not noise:
Niche outlets value relevance and depth. Share embargoed insights, connect them with spokespeople early, or offer analyst-level context others don’t get.

3️⃣ Prep your spokesperson for real dialogue:
These conversations go beyond the script. Make sure your expert can speak to industry trends, competitive context, and implications, not just company lines.

4️⃣ Think long-term, not one-off coverage:
Trust is built through consistency. Keep track of what lands, what doesn’t, and be useful—even when you’re not pitching. Send them insights, not just stories.