How to build media relations for tech companies
Guide to building media relations for technology brands
For B2B technology PR, media relations is the sharp edge that cuts through and builds reputation. It’s how tech brands earn coverage that can’t be bought, build trust and authority, and ultimately driving growth.
But while media relations is one of the most valuable tools in B2B tech PR, it’s also one of the most misunderstood.
For technology companies, effective media engagement isn’t about churning out press releases or chasing quick wins. It’s about building strategic, long-term relationships with the journalists, editors, and influencers who can put your brand in front of the right audiences, at the right time.
Done well, technology media relations can drive sustainable visibility, deep credibility, and real market differentiation. This guide shows you how to build long-term media relations that deliver real business growth — from securing product launch coverage in tier-one titles to influencing investors and shaping industry conversations.
Key takeaways
Media relations sits at the core of technology public relations, driving credibility, influence, and visibility
Strategic media engagement boosts investor confidence, attracts customers, and helps retain top talent
Effective public relations for technology companies combines traditional journalist outreach with digital strategies like SEO-friendly content and influencer partnerships
Long-term relationships with journalists can help to protect your brand in a crisis and amplify opportunities in a crowded market
Emerging trends — from AI-driven media monitoring to micro-influencers — are reshaping the role of media relations in tech
Understanding media relations in the B2B tech sector
At its simplest, media relations is about building mutually beneficial relationships between your brand and the media. In technology public relations, this means going beyond generic press releases and tapping into the issues, innovations, and stories that matter most to your audience — and to the journalists they follow.
Typically the role of media relations in B2B tech PR includes the following elements:
Translating technical innovation into compelling, accessible stories
Targeting specialist journalists in specific industry verticals
Tracking emerging technologies and market shifts to stay relevant
Developing bold, newsworthy stories that bring the impact of your tech to life
Done right, technology media relations ensures your brand has a clear area of ownership, leads conversations in your industry, and is regularly seen and discussed by prospects and influencers.
Learn more about our Think.Bold approach to media relations.
Why media relations is critical for tech companies
Securing brand visibility among exponential noise
Tech markets move fast. Journalists are bombarded with pitches daily. Strong relationships help your brand cut through the clutter and stay top of mind.
Third-party endorsement — earning trust in a sceptical marketplace
Anyone can pay for an ad. But in technology PR, journalist-written coverage acts as independent validation, helping you stand out in a sector where audiences are wary of self-promotion.
Building credibility for emerging technologies, start-ups, and established players alike
Whether you’re a start-up seeking seed funding or a market leader defending your position, media relations builds authority. It frames your technology as both relevant and trustworthy.
Product launches, funding, acquisitions, talent recruitment
Media attention helps you tell your story at critical business moments, boosting interest from customers, partners, and future talent.
Journalist relationships provide a safety net for crises
When things go wrong, relationships built in calmer times make all the difference. Journalists who know and trust your brand are more likely to report accurately and fairly.
Impact on investor confidence, customer acquisition, and partner relations
Positive coverage drives business growth. It reassures investors, converts prospects, and strengthens partnerships — turning PR into a clear growth driver.
Media relations in practice: building journalist and influencer relationships
Here are the key steps we take when developing any media relations campaign:
1. Research the media
Effective PR for technology starts means knowing which journalists matter most to your audience. Segment and prioritise outlets by:
Sector relevance
Audience size and engagement
Previous coverage of your niche
2. Establish relations with media
Effective outreach is about trust, not spam.
Personalised outreach: Show you know their work and audience.
Exclusive content: Offer interviews, early access, or embargoed news.
Thought leadership: Provide expert commentary journalists can rely on.
Partnering with an experienced PR for technology agency like Wildfire can dramatically accelerate results — established contacts mean faster responses and higher hit rates.
3. Use digital PR in your campaign
In addition to traditional pitching, digital PR expands your reach through:
Guest blogging on high-authority sites
Partnering with B2B industry influencers
Integrating SEO and GEO (AI search) into PR content for higher visibility
4. Align media relations with your PR campaign
Media relations shouldn’t sit in a silo. Integrate it into your wider technology PR strategy:
Define business and communication goals.
Identify the stories and proof points that align with these goals.
Map the best media and formats for each story.
Track results and refine the approach in real time.
Future trends in tech PR media relations
Media relations is evolving fast. Trends shaping the next few years include:
AI-assisted research and pitching to better target journalists
Micro-influencers who can speak directly to niche B2B audiences
Interactive press releases with embedded multimedia content
Data-led storytelling to stand out in a crowded inbox
Brands that adapt early gain an edge in reach, trust, and impact.
The bottom line
In B2B tech PR, media relations is essential for growth.
In fact, as markets get more crowded and buyer scepticism grows, trusted journalist relationships will be a key differentiator. If you want your B2B tech brand to earn the right kind of attention — and turn that attention into business impact — you need a plan that blends strategic targeting with consistent, value-driven engagement.
Ready to put your brand on the media’s radar?
Get in touch with our team and start building the connections that will drive your next stage of growth.
