• Business
  • SEO
    • Content
  • Social Media
  • Branding
  • Ads
  • Others

How To Score In B2B Media Relations


Any B2B firm worth its salt wants to be mentioned in the press. The legitimacy and awareness of a brand are enhanced when it is exposed in this way. When done regularly and over time, it creates leads. The question then becomes how to get your firm noticed via B2B media. Here are some tips to help you succeed in business-to-business media relations. So let's get this party started.

Target Reporters

Building contacts with reporters in your target business is the first step to getting quoted in the media. Asking your coworkers and clients what they're reading is a smart place to start. Next, select a few reporters who contribute to those publications' content. Read their posts on a regular basis to become acquainted with their work.

Build Relationships

Once you've identified a few reporters to follow, start cultivating connections with them. Although this may appear to be a daunting undertaking, the internet has made it much easier. Begin by following them on Twitter, retweeting their stuff, and leaving comments on it. This will help you become more visible to them and raise your level of awareness with them.

COPYRIGHT_MARX: Published on https://marxcommunications.com/how-to-score-in-b2b-media-relations/ by Keith Peterson on 2022-02-11T08:46:13.985Z

Holding each other hand-printed on a card which indicating better customer relationships
Holding each other hand-printed on a card which indicating better customer relationships

Cement The Relationship

Take your online relationship with the target reporters to the next level by meeting face-to-face after you've created an online relationship with them through Twitter, Linkedin, and blogging. One approach to accomplish this is to organize briefings around a topic about which you are informed and which the reporter is interested.

Make an attempt to connect this to a new endeavor your firm is launching. Another strategy is to go to industry events, conferences, and trade exhibits and look for journalists. Obtain a media list from the conference organizer and set up briefings with reporters who will be attending.

Offer Help

Continue to promote your tiny network of reporters by tweeting their articles and writing on their blogs after the relationship has been established. When a relevant news article breaks, contact the reporter and provide a few brief lines or bullet points that can easily be repackaged into a media quotation. Make sure your material is both smart and unique. Give the reporter your phone number, email address, and Twitter handle in case he or she needs to reach you for more information.

Keep Giving

Continue to assist and support the target reporters to deepen the connection. Send them story ideas and leads to help them achieve their objectives. This will get easier as you become more familiar with their work and the kind of content they generally provide. This actual assistance and support will help you go from the periphery to the center, as well as increase your media exposure.

Read Their Work

This is a strategy we hear a lot, and it should be standard practice for today's PR and media relations professionals. Reading a journalist's whole piece (not just the title or headline) may reveal a lot about how they tell stories. Because each journalist has their own style, you may learn about what's included in an article, such as quotations, photographs or videos, linkages to a company's website, and even how they place people and corporations.

As a general guideline, I recommend reading at least 3-5 pieces for each journalist you wish to connect with. While this may seem like a waste of time to some and a common procedure to others, it helps you get into the mentality of a journalist and clarifies some of the concerns raised above. As a bonus exercise, develop a framework that you can use for storytelling and start ticking off boxes for any variable you wish to track as a bonus.

Leverage Twitter

You're behind the curve if you're not actively connecting with journalists on Twitter in some form, whether it's liking their Tweets, commenting on their articles, or sending them GIFs of your favorite TV show.

They know that journalists love Twitter, but not literally. It's one of the best places to start a conversation, let alone build an even stronger connection with them.

Starting with Twitter lists, which are effectively bespoke feeds of individual users, is a simple way to get started. You don't have to follow them to get started, either. Anyone who is added to a Twitter list receives a notice and sees the list's title.They share their content on Twitter as a bonus! This benefits both you and the journalist.

Invite Them To Coffee Or A Virtual Hangout

We kept this for last since the epidemic has had a significant impact on PR professionals' capacity to engage with journalists via non-digital means. If you have a great list of clients to share, a question or two to ask, or even some spare time to commit to relationship development, this may be a good alternative to explore.

Make your request acceptable, flexible, and valuable to the journalist so that the only answer they can give is "yes!"

Why Do We Need To Build And Maintain Good Relationships With The Media?

Not only can media relations help your company expand, but it also adds authenticity and credibility to your brand. Gaining the trust of your target audience is critical whether you are a start-up or a firm celebrating its 50th anniversary. Consumers are loyal to companies and goods in which they have faith.

What Is Your Approach To Building Relationships?

Effective workplace relationships require trust, cooperation, communication, and respect. To make your employment more pleasurable and effective, cultivate positive relationships with the people you contact at work. It takes time for strong working connections to develop, so be consistent and dependable.


So, you've put together an intriguing tale with a unique slant, and you've got a customer who can't wait to hear about it. Congratulations, as do many other public relations professionals in your field. How can you get your story in front of the media and, eventually, the general public?

The first step in developing a connection with others is to be aware of and appreciative of their time. Don't just focus on the publications and reporters you want to reach out to. Take the time to find media outlets and reporters with whom you can build relationships. When it comes to building connections with reporters, there are few things more frustrating than mass-pitching a story to someone or an outlet that has nothing to do with the issue you want to discuss.

Make sure to follow up with an email or phone call at least once or twice after you've pitched your idea. When you make contact with a reporter who is interested in your pitch, make his or her job easy by sticking to the deadlines you've been set. Maintain your credibility by considering their time and work; it may even result in a better tale.

Share: Twitter | Facebook | Linkedin

About The Authors

Keith Peterson

Keith Peterson - I'm an expert IT marketing professional with over 10 years of experience in various Digital Marketing channels such as SEO (search engine optimization), SEM (search engine marketing), SMO (social media optimization), ORM (online reputation management), PPC (Google Adwords, Bing Adwords), Lead Generation, Adwords campaign management, Blogging (Corporate and Personal), and so on. Web development and design are unquestionably another of my passions. In fast-paced, high-pressure environments, I excel as an SEO Executive, SEO Analyst, SR SEO Analyst, team leader, and digital marketing strategist, efficiently managing multiple projects, prioritizing and meeting tight deadlines, analyzing and solving problems.

Recent Articles

  • Pros And Cons Of Starting A Small Business Online While In College


    Pros And Cons Of Starting A Small Business Online While In College

    Most great entrepreneurs of the last half-century were in their teens or twenties at the time of their achievements.

  • Ted Rubin Teaches You To Be Better At Marketing


    Ted Rubin Teaches You To Be Better At Marketing

    Ted Rubin is a very popular CMO with 516K followers on Twitter who learn from him about growth hacks, how to think of ideas without being distracted, and how to keep a relationship healthy.

  • How To See Who Blocked You On Twitter? Things You Can Try Right Now

    Social Media

    How To See Who Blocked You On Twitter? Things You Can Try Right Now

    Twitter users can change how their feed looks and filter out things they don't want to see. One thing you can do is block someone. If you're not sure how to see who blocked you on Twitter, you've come to the right place.

  • How To Turn Off YouTube Shorts Permanently In Different Ways?

    Social Media

    How To Turn Off YouTube Shorts Permanently In Different Ways?

    YouTube Shorts is one of the newest things on YouTube. How to turn off YouTube shorts? If this question bothers you, you've come to the right place.

  • How To Tag Someone On Twitter? Increase Your Engagement

    Social Media

    How To Tag Someone On Twitter? Increase Your Engagement

    Tags are another way to mention someone in a tweet on Twitter. We all know that Twitter limits the number of characters you can use in a tweet, so tagging is a good way to avoid using up extra text space. If you want to know how to tag someone on Twitter, you are in the right place.

  • Rand Fishkin - Master The Art Of SEO From The Wizard Of MOZ


    Rand Fishkin - Master The Art Of SEO From The Wizard Of MOZ

    Rand Fishkin has a lot to share with the Twittersphere. He was the CEO of MOZ, a well-known SEO platform, and is an entrepreneur.

  • How To Change Twitter Language On Mobile And Desktop?

    Social Media

    How To Change Twitter Language On Mobile And Desktop?

    Depending on where you live, Twitter will be set to a different language by default. If you live in the US, Canada, or the UK, it might be set to English by default. If you want to know how to change Twitter language, you are in the right place.

  • How To Delete Twitter Search Suggestions? Remove Search History

    Social Media

    How To Delete Twitter Search Suggestions? Remove Search History

    Platforms like Twitter keep track of our social media activity around the clock and use our activity history to suggest things like search prompts, products, and people you might know. If you want to know how to delete Twitter search suggestions, you are in the right place.

  • Neil Patel - 6 Lessons To Learn From The SEO Guru


    Neil Patel - 6 Lessons To Learn From The SEO Guru

    Neil Patel is an American business owner, consultant, and digital marketer who is known for his successful blogs, books, and businesses. Neil's success really took off after he wrote The Art of SEO, his first book.

  • How Long Can Twitter Videos Be - Make Every Second Count

  • How To See Recent Followers On Instagram? Check Who Follows You

  • Adam Grant - Lessons And Motivation From The B2B Influencer

  • Does Twitter Show Who Viewed Your Profile And How To Check It?

  • What Does A Marketing Coordinator Do And How Much They Make?