What I’ve Learned in B2B Tech PR Over the Past 25 Years
By Cara Sloman, President & CEO
What I’ve Learned in B2B Tech PR Over the Past 25 Years
One afternoon, around 25 years ago, a client shared something with me that I could scarcely wrap my mind around: the company was claiming that it could let people use a cell phone to buy a Coke from a vending machine. It was a concept so ahead of its time that it felt like science fiction. At the time, mobile phones were used for calls and basic text messaging, or were bulky Palm Pilots or Blackberrys that sent simple email messages. It’s hard to compare how radical this concept seemed at the time to our ecommerce-based society today, where mobile payments are ubiquitous in everyday life. But back then, it was a harbinger of how smartphones would change how we interact with the world around us.
This year marks my 25th anniversary in B2B tech public relations. It’s been a time of great transformation for both the tech world and the art of shaping markets and market makers. With all the new tech breakthroughs, global trends and customer expectations, the practice of PR has shifted dramatically to keep up. From fax machines to the Blackberry to Twitter threads, how we communicate, influence and build relationships has changed. The saying, “the only constant is change,” rings true in this age of nonstop disruption. In this business world, it’s the adaptable who thrive.
One thing’s for sure, looking back on the last two decades: If you want to survive in this business, flexibility is your best friend. Those who can pivot faster and spot new opportunities in the chaos are best positioned to stay ahead of the game. This means not just keeping up with change but innovating and showing serious marketing resilience.
The PR glow-up: moving from traditional to digital
During my PR career, there have been several major game-changing moments like when Netscape came along and made the Internet a thing, when the smartphone turned us all into screen addicts, or when social media turned the world into a 24/7 digital town square. These breakthroughs changed the world and flipped the PR playbook on its head.
Back in the day, PR centered on the classic moves—press kits, in-person meetings and “grip and grin” handshakes. Our main hustle? We aimed to get coverage in business and trade pubs and build relationships with journalists who would take briefings with our clients. The press release was the crown jewel of a campaign, and the goal was simple: broadcast your news in a nice, controlled, one-way conversation. You’d write the pitch, send it off to journalists, and if you played your cards right, you’d pick up a couple of briefings and maybe even score a media mention that made everyone think you were a PR genius. Spoiler: it wasn’t always that easy!
The digital revolution kicked off a major shift toward online platforms like Google Apps and AWS. These platforms ushered in the era of digital PR. Then came the smartphone, which turbocharged this transformation and totally redefined the mobile experience. Your phone, PDA (personal digital assistant), and camera all lived in one device for the first time. In the early days, I worked with a client who created the blueprints for the chips to make this dream a reality. When we showed the media what was coming, they were blown away by the future of mobile communications. Fast forward to today, the smartphone is practically a body part! I feel uneasy if I ever leave the house without it.
The explosion of social platforms like Facebook, LinkedIn and Twitter changed our world, providing companies with direct access to decision-makers, influencers, and industry thought leaders in ways that traditional media never could. They made it more direct, interactive and data-driven. The PR emphasis has shifted from broad media outreach to highly targeted engagement, real-time communication, thought leadership and content-driven relationship building.
Building and maintaining relationships with the media
Building and maintaining strong media relationships has always been a cornerstone of PR, but the landscape has changed significantly. Media has fragmented from mass outlets to niche publications, blogs, influencers and more and more freelancers. Journalists have also morphed from gatekeepers to content creators, expanding their roles and blurring the lines between editorial and brand storytelling. In the past, journalists primarily curated and filtered news, deciding what information reached the public. Today, many journalists are not just reporting but creating a variety of content across multiple platforms. They write articles, produce videos, share podcasts and even host live-streamed events.
At the same time, the shrinking newsroom has created a situation where journalists are now expected to do more with less. There are fewer pubs and fewer colleagues. Gone are the days of leisurely interviews on background, casual lunches and deep dives into data; now, it seems heavily weighted to “quick-hit” content.
The biggest lesson learned? Like all relationships, the most meaningful and lasting ones are built on authenticity and trust, not just transactional exchanges. In the long run, success comes from nurturing connections, showing up for people, doing what you say you will do and saying what you mean, not just blasting out a pitch and hoping for the best.
Shifting the focus from product to storytelling and the role of thought leadership
Today, in B2B PR, we must engage with multiple audiences across various platforms, including digital, social and community-based channels. It’s no longer about simply pushing a message out—it’s about creating meaningful, two-way conversations with customers, investors, analysts and other key stakeholders.
In the early days of PR, the focus was on showcasing product specs and technical features, hoping to impress decision-makers with “speeds and feeds.” However, as the industry evolved, PR moved toward storytelling to focus on the business benefits, including the how and why behind the tech. Focusing on the human side of technology, including how a solution solves real-world customer pain points and makes people’s lives easier, makes it relatable. More customer-centric messaging has sparked better engagement and stronger connections. One key lesson learned is that a compelling narrative can make even the most complex offering relatable.
The companies that rise above the noise in a crowded market aren’t just product peddlers. They are thought leaders and trusted experts in their field. Thought leadership is instrumental in establishing brand authority and creating trust with customers. We’ve developed and moved markets over the years by effectively positioning executives as thought leaders. This happened through interviews, speaking engagements, contributed articles and videos that showcased their core values, industry knowledge and expertise. It also fostered a deeper connection with their target audiences. The key takeaway? Thought leadership is central to a successful marketing strategy and consistency and authenticity are essential for effective thought leadership.
Crisis management and reputation building in B2B tech
There have been moments when I’ve felt like this job could have me running around as if my hair was on fire every day of the week. I made a conscious decision not to be that person a long time ago. How is a story for another time. In the dynamic world of life in a PR agency, there comes a real crisis that goes beyond the urgency du jour of “someone did this” or “someone didn’t do that.” Crisis management has been an inevitable part of this fast-paced industry where market pressure and rapid innovation can sometimes lead to vulnerabilities like product recalls or security breaches. I learned the key to handling a crisis is a proactive, transparent approach that prioritizes accountability, clear communication and swift action.
One of the bigger PR crises I had to face was a recall of a client’s product from several major distribution partners after a couple of reported incidents of battery swelling. We had a crisis communications plan that we put into effect immediately. This plan outlined the communications protocol for such an event, including executive spokespeople, approvals, etc. This was a publicly traded company with significant stakes, including shareholders and its brand reputation, both of which were both on the line.
We addressed the issue head-on and worked to quell the firestorm by clarifying the misinformation that the press picked up. We proactively engaged with key friendly reporters to correct the narrative. We managed to turn the sentiment around and rebuild positive media coverage. This ultimately paved the way to restoring confidence in the product and the brand.
Long-term reputation building relies on consistent thought leadership, content marketing and positive media coverage to offset risks and maintain trust. Effective crisis management isn’t just about fixing the immediate issue; it’s about preserving the trust and credibility that can sustain your brand long after the storm has passed.
The increasing convergence of PR and digital marketing & measuring success
With the continued intersection of PR and digital marketing one of the most significant changes has been the rise of data-driven decision-making. In a world where AI, automation and analytics are of growing importance to business operations, the PR practice has had to become accustomed to these tools to measure impact, get real-time insights and adjust strategies. Tracking media impressions, sentiment analysis and social listening have become as critical as building media relationships. Emphasizing ROI and measurable results has transformed PR into a more accountable, performance-driven function.
The traditional role of PR as the gatekeeper of a company’s narrative has evolved. To be most effective, PR must collaborate with marketing, sales and product teams to align messaging, drive engagement and support the company’s growth strategy. Today, PR supports content marketing, social media, lead generation, and SEO efforts, playing an essential role in the broader marketing strategy. Breaking down silos and fostering cross-departmental collaboration not only strengthens campaigns but also maximizes impact, proving that PR no longer operates in isolation.
To sum it up
It’s been an amazing journey from fax machines to the wild frontier of AI. The once-futuristic concept of buying a Coke with your cell phone, now a simple reality, underscores the importance of adaptability in this world of constant change. The industry moves fast, and you’re already behind if you’re not keeping up. The key takeaway: the timeless secret to success has always been flexibility and adaptation. You make a plan, see how life shows up and adjust accordingly. So, here’s to innovation, embracing change and pushing the envelope. It’s an exciting time to be in the game!
