Why credibility matters more than coverage in B2B Tech PR

A front-page feature might feel like the pinnacle of PR success, but without credibility, it carries little weight. For B2B tech companies, where buying cycles are long and decisions involve multiple stakeholders, being seen as a trusted authority is far more valuable than appearing in a high-profile publication without substance.

This is why PR should be approached as a long-term strategy focused on building trust, establishing expertise, and contributing meaningful insights to industry conversations rather than simply securing media placements.

Beyond the headline count

Many companies chase media coverage as a numbers game, assuming that more mentions equal more impact. The reality is that credibility is built on trust, not volume.

A single, well-placed article in a respected trade publication that aligns with industry discussions will carry more weight than multiple shallow mentions in outlets that lack relevance.

Strong media relations go beyond pitching press releases. They involve building relationships with journalists, providing valuable insights, thought-leadership content that is useful to audiences, and eventually becoming a go-to source for industry expertise. This means:

• Offering real perspectives rather than promotional messaging.
• Providing useful data, research, or unique viewpoints, even if they go against the grain (that’s where true thought leadership lies).
• Availability to comment on industry developments with short turnaround times.

Journalists need credible sources. When a company positions itself as a knowledgeable and reliable resource, coverage follows naturally and with far greater impact.

On the flip side, if you rely on paid content to secure publications, your voice will not carry as much impact, and it will be impossible to position yourself as a thought leader in the industry.

1. Quality over quantity when choosing media publications

Not all media outlets hold the same value. While top-tier publications might have the biggest reach, niche trade publications often have greater influence over B2B tech decision-makers. Instead of aiming for coverage in as many outlets as possible, a strategic approach focuses on where target audiences are truly engaged.

Publications can generally be categorised into three tiers:

Top-tier – Broad-reach publications such as the Financial Times or Forbes. A presence here can provide credibility, but only if backed by genuine thought leadership.

Industry-specific – These trade outlets are where decision-makers seek insights. A strong presence in respected industry media helps establish authority among the right audience.

Emerging digital and niche platforms – Smaller but highly engaged platforms such as industry podcasts, newsletters, and expert-led LinkedIn discussions can generate meaningful conversations and credibility within specific sectors.

B2B tech PR strategies should balance these tiers, ensuring efforts are focused on the spaces where credibility matters most. Ask yourself: “If I was my client, where would I go to get information?”

A well-targeted feature in an industry-specific publication often leads to direct engagement from potential customers. For example, if you take a clear stance on governmental policies affecting your industry, challenge traditional methods, or introduce ideas that push innovation, you’ll be seen as a leading voice that is well-informed and can be trusted. That credibility will also reflect on your company.

3. Shift your PR mindset to a trust first approach

For B2B tech companies, PR is most effective when it goes beyond chasing mentions and instead builds meaningful authority. The most successful brands are those that prioritise credibility, offer expert insights, engage with the right media and contribute to discussions that shape their industries.

A credibility-first approach leads to more than just visibility. It creates long-term recognition, trust, and influence among decision-makers who matter. Instead of focusing on short-term media wins, companies should commit to sustained thought leadership and strategic media engagement.

Ready to transform your approach with these actionable strategies? Download our comprehensive “PR that packs a punch” playbook today and turn these insights into a tailored roadmap for your organisation.