Media
Relations

Elevate your company's visibility with TECH B2B Marketing's specialized media relations services. A strategic approach helps you build strong connections with key publications.

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Media
Relations

Elevate your company's visibility with TECH B2B Marketing's specialized media relations services. A strategic approach helps you build strong connections with key publications.

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Be Credible
Build Relationships
Garner Publicity
Keep Them Informed

Media Relations Is About
Positive Focus

Meeting with the media for the first time can be stressful — but not if you’ve got TECH B2B Marketing in your corner. Companies work with the media to keep the public informed of an organization’s mission, policies, and practices in a positive, consistent, and credible manner. But media relations can also entail developing symbiotic relationships with media outlets, journalists, bloggers, and influencers to garner ongoing publicity for your organization.

4 Tips For Successful Media Interviews

When sitting down for an interview with an editor, you should keep these four key points in mind.

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Earned Media Brings Authority to Your Company

23% of Journalists Believe Industry Experts have accurate and relevant information

If your business is looking for earned media coverage, it’s important to focus on media relations. When you do it right, everyone wins: your company, the media organization, and the audience of customers you seek. If you want to enlist a variety of tactics and channels to reach your target audiences, an agency will help you pursue opportunities like speaking engagements, company awards, LinkedIn notability, thought leadership, and more.

Public Relations Shapes the Message.
Media Relations Provides a Megaphone.

If you can associate your company’s story with a timely event, technology trend, or something impacting a specific community and connect with the right media outlet, your story has the potential to reach a larger audience. After decades of working in and with both trade and mass media outlets, TECH B2B Marketing has the relationships and know-how to help you achieve success. For example, we know:

  • Only 4% of journalists want to receive pitches via social media, whereas 91% prefer email.
  • While some of journalists measure success by readership or viewership, others gauge it by engagement.
Journalists believe that press releases are trustworthy sources

Do Press Releases Still Matter?

About 20% of journalists believe that press releases are trustworthy sources for validating information. Major newswires are trusted by 27% of journalists. Newswires are followed by industry experts who, according to 23% of journalists, are also great sources of accurate and relevant information. The point here is that the media is the protector of audience/customer trust. So first, you must convince the editor to put your message in front of their audience.

When making media pitches, consider:

  • What makes your company special
  • Who your potential customer is and if the media organization depends on that audience segment
  • Where your customer learns about new products (get specific about types of magazines, podcasts, blogs, and social media influencers)
  • Why the media should cover your product or service — value propositions, not specs
  • When you should launch the campaign, and how long will it last
  • How success will be measured for your PR campaign (e.g., number of mentions, influencer collaborations, specific media mentions)

How Does TECH B2B Marketing Do Media Relations Better?

TECH B2B Marketing has business relationships with newswire syndication services, allowing us to send your company release out to mass markets for less than you can do yourself (the benefit of volume!). Also, many of our account executives come from key technology publishers and have worked with mass media outlets such as the Wall Street Journal, Washington Post, Crains Business, and others to get our clients coverage beyond their core markets.

We also maintain an internal database of more than 600 technology editors, writers, and influencers in North America and Europe — many of whom we know on a first name basis thanks to years of engagement and media support.

Ask Us for the TECH B2B Marketing Media Plan

If you have a major event where the media will be present, ask TECH B2B Marketing about our media outreach services, which include client consultations, media pitches, direct outreach to the registered press, executive press training services, media briefing support, and more. TECH B2B Marketing’s account executives are the “wing people” you need to make sure your next press briefing results in company coverage and high-authority feature stories. It’s always better to get the media to promote you to their audiences via earned media than for you to do it directly. Advertising is great for visibility, branding, and lead generation, but a trusted editor can dispel customer concerns and solidify your place in the bidding process.

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