PR Insights, Trends
& Expert Advice

You know the moment. It's the quarterly marketing review, and someone at the table asks what PR actually delivered last quarter. The room gets quiet. Slides come up with logos and clip counts. Heads nod politely. But nobody can point to a single placement that moved the business forward.

Going up against Apple, Google, or Microsoft for media attention may sound like a losing battle, but it doesn’t have to be.

Most in-house PR hires are good at the work they were brought in to do. The gap shows up when leadership expects that one person, or a small team, to also run analyst relations, land a Wall Street Journal feature, manage a crisis at 9 p.m., and brief clients at CES the same week as a product launch.

Every month, the PR report arrives looking like a win: clip volume is up, impressions reach a new high, and logos are spotlighted that would impress any board member. And yet, the pipeline has not moved, target buyers still cannot pick the company out of a lineup, and the budget conversation is getting uncomfortable.

Every PR professional has had this experience at least once. A major story breaks - a regulatory change, a market shift, a viral moment - and now journalists covering that story are scrambling for sources who can add context, expertise, or a fresh angle. The reporters covering your industry are suddenly writing something that your client is tailor-made to comment on. If you can get an interview, the result is the kind of coverage that can take weeks or months to earn any other way.

There’s a question that almost nobody in PR was asking three years ago, and almost everybody should be asking right now: when someone asks ChatGPT, Gemini, or Perplexity about your industry, your category, or the problem your company solves, does your brand show up in the answer?

There is a peculiar phenomenon that plays out repeatedly in the B2B tech world. A company builds something genuinely impressive - a platform that is reshaping how enterprises manage risk, a tool that is quietly eliminating a bottleneck that has plagued an entire industry for decades, a service that its customers describe as transformative. And yet, outside of a handful of trade publications and the company's own LinkedIn feed, almost nobody knows it exists.

Every day, hundreds of companies send out press releases, pitch emails, and media alerts that go unanswered. The emails are professionally written, the formatting is clean, and the news is real. And yet, nothing happens - no coverage, no calls back, no stories.

Award wins are more than having a trophy to display or plaque to hang on the wall. They are an important part of a public relations campaign as they help support various business goals, including recruiting, lead generation, establishing credibility and boosting brand awareness.