10 B2B PR tactics every company B2B brand should be using in 2025

When you think of PR for B2B companies, you’ll likely be reminded of the challenge of standing out in a crowded market, competing with larger players, or navigating complex, niche industries. It’s easy to assume that throwing money at performance marketing will fix these issues. But, without a strong foundation built through PR, those marketing pounds  won’t take you far. To build lasting brand awareness and credibility, you need more than just ads—you need the power of earned media. 

Here are 10 PR tactics every B2B company should be using in 2025 to build trust, visibility, and long-term business impact.

1. Build thought leadership that stands out

Let’s face it—if you’re saying the same thing as your competitors, why should anyone pay attention to you? Thought leadership is the antidote to this. By positioning key executives or experts at your business as industry authorities, you’re not just adding noise to the conversation; you’re providing valuable insights that set your brand apart. This positions your company as a trusted voice in the market and builds credibility that paid ads can’t match.

2. Focus on industry-specific media to reach the right audience

Mainstream media may get the headlines, but for B2B companies, industry-specific outlets are where you’ll see the real impact. Print and online publications, blogs, and trade magazines dedicated to your industry are powerful platforms for reaching decision-makers who are already in the market for your services. When your brand appears in the right places, it’s a sign that you’re trusted, credible, and a leader in your field.

3. Let your success speak for itself with case studies

Here’s the truth: people trust results. Case studies and success stories offer real-world proof of how your product or service has made a difference. Instead of telling potential clients about your value, show them. Whether it’s increasing efficiency, solving a problem, or increasing revenue, nothing builds trust more effectively than tangible results. These pieces not only earn trust—they help your potential customers picture themselves using your product to achieve similar outcomes.

4. Tap into the power of speaking opps, webinars and virtual events

PR isn’t just about getting media coverage for media coverage’s sake; it’s about connecting directly with your audience. Speaking opportunities, whether that’s through webinars, virtual events or live panels, are a great way to showcase your expertise in real time, engage with prospects, and even generate leads. These events position your spokespeople as thought leaders and keep your business visible in front of an engaged, interested audience without the need for expensive advertising.‍

5. Use influencers to extend your reach

Influencer marketing isn’t just for consumer brands. In the B2B world, working with industry influencers—whether thought leaders, analysts, or niche experts—can extend your reach and boost credibility. When the right influencer speaks positively about your brand, it opens doors and offers social proof that resonates far more than a self-promotional ad could.

6. Keep your social media consistent and engaging

A strong social media presence is crucial for B2B PR. Platforms like LinkedIn and Twitter are essential for staying in front of the right people, whether it’s your target customers, influencers, or partners. But consistency is key. Regularly sharing valuable insights, industry trends, and thought leadership pieces keeps your brand top-of-mind and positions you as a relevant, trustworthy source in your sector. Top tip, leverage your social following by sharing your PR coverage here, too. 

7. Partner with complementary brands to expand your reach

There’s power in collaboration. For B2B brands, working with complementary businesses to co-host webinars, create joint content, or publish co-branded reports allows you to tap into each other’s audiences. These partnerships position your brand alongside others that are already trusted and respected in your industry, expanding your reach without blowing your budget.

8. Have a crisis communications plan ready to go

Reputation is everything in B2B. And when things go wrong, they can go south quickly. That’s why a solid crisis communications plan is an absolute must. Knowing how to respond quickly, consistently, and with the right message will protect your brand when the unexpected happens. It’s not about avoiding mistakes; it’s about managing them well when they occur. We cover this in more detail in our PR handbook. 

9. Take a data-driven approach to PR

PR in 2025 isn’t just about getting coverage—it’s about measuring impact. Data-driven PR allows you to track media coverage, audience engagement, and sentiment to make informed decisions. By measuring what works and adjusting your strategy, you ensure your PR efforts are aligned with business goals and consistently delivering the results you need.

10. Optimise your press releases for SEO

Press releases aren’t just for journalists. In 2025, they should be part of your broader content strategy. By optimising your press releases for SEO, you ensure that your brand gets visibility long after the news is first announced. A press release with the right keywords and backlinks doesn’t just get media coverage—it boosts your search engine ranking, driving organic traffic to your site without additional spend.

Conclusion

B2B PR in 2025 is all about building lasting relationships, earning trust, and increasing your visibility over time. If you’re only relying on paid ads to grab attention, you're missing out on the real long-term value that earned media can offer. A smart PR strategy can elevate your brand, strengthen your market position, and help build the credibility you need to fuel business growth.

If you’re a growing business looking for more PR insights, Startup School has a range of resources to help you refine your approach and make the most of your PR efforts. 

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