Press relations (PR) has always been a cornerstone of communication for B2B businesses. For years, sending press releases to trade journals, industry magazines, and local press has been the go-to method for sharing company news, building credibility, and raising brand awareness. But with the rise of digital channels, social media, and content marketing, is the era of traditional PR over?
The short answer: No—but it’s evolving, and the role of PR is changing in ways that demand a more integrated approach to B2B communications.
More than Just Press Releases
Traditional PR methods—such as distributing press releases and securing media coverage in trade publications—still hold value, especially in industries where trust and expertise are paramount. Trade journals, for example, remain highly credible sources of information in sectors like manufacturing, technology, and professional services. A well-placed article in these outlets can still enhance your brand’s reputation and put your business in front of key decision-makers.
However, today’s PR is no longer just about getting your company’s name into print. It’s about telling a compelling story, and more importantly, sharing that story in multiple ways and across multiple platforms. Businesses now need a more integrated PR approach, where traditional methods are supported by digital channels, social media, and content marketing.
As the digital age transforms how businesses communicate, PR is evolving to offer more opportunities than ever before. Here are a few ways that modern PR is moving forward:
- Content is Still King—But Distribution is Key
Content remains central to PR efforts, but how that content is shared has changed. B2B buyers are no longer just relying on trade journals or local press to find information. They’re increasingly turning to digital platforms—blogs, podcasts, whitepapers, webinars, and even social media—for insights and thought leadership.
A modern PR strategy ensures that your brand’s message is shared not only through traditional media, but also through your own platforms and digital channels. Press releases are now just one part of the puzzle; combining them with content marketing ensures that your brand is front-of-mind for your target audience, wherever they are. And with the right approach, every PR success—whether it’s an industry feature or a product announcement—can be amplified across your owned channels, giving you greater visibility and longer-lasting impact.
- Building Thought Leadership and Industry Authority
Credibility is key in B2B, and PR plays a major role in positioning your business as a trusted leader in your field. While press coverage is still an essential part of the mix, today’s PR also involves building long-term relationships and showcasing your company’s expertise.
This is where thought leadership comes in. Developing a thought leadership strategy through PR allows your company to become a trusted voice in your industry. Whether it’s by publishing expert articles, contributing to industry events, or offering commentary on market trends, these efforts help you stand out from the competition.
- Real-Time Engagement Through Social Media
Social media is an increasingly vital part of the B2B landscape, and PR plays a huge role in driving engagement across these platforms. PR doesn’t stop once a press release is published— the conversation continues online. Social media platforms like LinkedIn and X offer opportunities to engage directly with industry leaders, customers, and stakeholders in real-time.
- Measuring Success: PR in the Data Age
One of the most exciting developments in modern PR is the ability to track and measure success more accurately. Gone are the days when PR results were purely qualitative. With the right tools, you can now monitor your brand’s visibility, track the impact of media placements, and assess the value of each campaign in real-time.
For almost 30 years, Protean Inbound have helped countless clients maximise their PR spend through effective traditional and online communication campaigns. Our PR expertise spans various industries, including electronics manufacturing, technology, and engineering markets, where trust and industry knowledge are critical. We understand the challenges these industries face and we know how to connect with the right journalists and editors to amplify your message and ensure your voice is heard where it matters most.
The Future of B2B PR
So, is the era of traditional PR over? Not at all. In fact, PR is more important than ever—it’s just evolving to meet the needs of a more connected, digital, business world.
Today’s B2B PR isn’t about abandoning the old methods, but about integrating them with new tools and channels. PR remains a powerful way to build your brand, share your message, and create meaningful connections with your audience.
