PR for b2b companies
B2B PR: reaching buyers through the trade press
B2B PR reaches small, specialised audiences: the buyers, analysts and decision-makers in one industry. Its most valuable coverage often comes from trade titles with modest traffic and a very loyal readership. Case studies, original research and expert commentary do more for B2B brands than any product announcement.
Story angles that work for b2b companies
Journalists do not cover companies, they cover stories. These are the angles that most often earn b2b companies coverage:
- Original research or benchmark data from your industry
- Customer case studies with named clients and measurable results
- Expert bylines on problems your buyers face this year
- Industry awards, certifications and partnerships
How to run b2b companies PR yourself
- Pick one story. Choose the strongest angle above and write it in one sentence. If you cannot, the story is not ready.
- Build a short list. Find the 20 to 50 reporters who have covered b2b companies recently. A short list that fits beats a long list that does not.
- Write a personal pitch. Three short paragraphs: the news, why it matters to their readers, and what you can offer such as data, interviews or images.
- Follow up once. Three to five working days later, add something new rather than "just checking in".
- Track what lands. Note who replied and what they wrote about, so your next pitch is warmer.
What reporters on this beat want
- Lead with the figure: revenue, deal size, growth or headcount.
- Offer the CEO or CFO for an interview. Business desks rarely quote PR staff.
- Lead with what changed for users, not the feature list. Tech reporters see hundreds of launches a week.
- Offer data the reporter cannot get anywhere else: usage numbers, a survey, or benchmark results.
Mistakes to avoid
- Chasing consumer outlets your buyers do not read.
- Case studies with no numbers and no named customer.
Who covers b2b companies
InsightFuse lists 1,667 journalists, editors and producers whose role or outlet points to b2b companies coverage, across 83 countries. Here is where they work and what they do.
Where they work: top outlets and employers
- Zee Entertainment Enterprises Limited
- Film Industry
- Lee Enterprises
- Film and Television Industry
- Playboy Enterprises, Inc.
- Industry Dive
- Music Industry Professional
- RAI Trade
- Sole Trader
- Beaumont Enterprise
- Bloomberg LP
- Entertainment Industry
| Country | Journalists |
|---|---|
| United States | 727 |
| India | 223 |
| United Kingdom | 122 |
| Canada | 61 |
| Australia | 46 |
| China | 35 |
| Philippines | 29 |
| Italy | 24 |
| Role | Journalists |
|---|---|
| Editors | 554 |
| Writers | 352 |
| Reporters | 265 |
| Producers | 255 |
| Journalists | 64 |
| Section and senior editors | 48 |
Counts come from the InsightFuse database and include only people with editorial job titles. Names and contact details are available inside the app.
Browse journalists on these beats
- Business journalists5,562 worldwide
- Business journalists in the United States2,151 journalists
- Business journalists in the United Kingdom542 journalists
- Business journalists in India440 journalists
- Technology journalists55,605 worldwide
- Technology journalists in the United States25,632 journalists
- Technology journalists in India5,558 journalists
- Technology journalists in the United Kingdom3,723 journalists
Related guides
Frequently asked questions
What is B2B PR?
B2B PR is public relations for companies that sell to other businesses. It focuses on trade publications, analyst relations, thought leadership and case studies that influence professional buyers.
How is B2B PR different from consumer PR?
B2B PR targets smaller, specialist audiences through trade press and expert content, with longer sales cycles. Consumer PR aims for reach through mainstream and lifestyle media.
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