Getting earned media in B2B tech is hard right now. Reporters are focused on national politics, big policy shifts and economic stories. Smaller vendors often get left out. That makes strategy and creativity more important than ever.
- Focus on authority, not attention
Skip the product pitch. Reporters want perspective and expertise. Offer insights that help them explain how new regulations or trends affect your industry. - Connect to what’s happening
Find a link between your story and the news cycle. If new AI rules come out, explain what that means for cloud providers or data privacy. Relevance wins coverage. - Go smaller to make a bigger impact
Trade outlets and industry podcasts often have more influence than national media. After all, these are your target buying audiences and care about what you do. - Create your own story
Commission a quick survey or publish short research on your market. Original data gives journalists something to reference and makes your brand a credible source. - Keep relationships real
Journalists are stretched thin. Be helpful, quick and clear. When you make their job easier, they remember you.
The media spotlight may be elsewhere, but smart, consistent storytelling still earns attention. The key is to be useful, informed and ready when opportunity appears.