Public Relations for B2B Brands
We develop B2B PR strategies with your business outcomes in mind, whether you’re looking to position your brand in the market, boost awareness or strengthen your credibility.
Bolster your brand’s reputation with a narrative-led PR strategy
Today’s media landscape is noisier than ever, and breaking through requires bold, differentiated storytelling. As influence becomes more fragmented and buyer journeys more complex, strategic positioning is your competitive edge.
Decades of experience in B2B tech means reporters, editors and producers have come to rely on Walker Sands for compelling story ideas and expert sources. Why? Because our approach anchors brand storytelling around narratives that sit at the intersection of your value proposition, reporters’ beats and your audience’s interests.
But where those stories are being told has evolved. While traditional media once sat at the center of every PR strategy, emerging mediums like podcasts, Substacks, influencers and analysts are now critical awareness-drivers for B2B brands.
That’s why you need a relationship-driven B2B PR agency that leads with storytelling to amplify your message across the channels that matter most in today’s evolving media landscape. At Walker Sands, we craft and activate narratives that earn trust, spark attention and position your brand at the center of industry conversations — helping you build credibility and drive meaningful business outcomes.
“The team is consistently incredible to work with – organized, creative, deadline-driven, and always meeting or exceeding KPIs. I’m in awe of how seamless everything is. I’ve learned so much from every single person working on our account. I’ve worked alongside a lot of agencies over the past 20 years and Walker Sands is without a doubt among the best of the best.”
Nicole Leatherman
Director of Communications, Strive Health
Measuring PR success to align to outcomes
Our measurement philosophy
Walker Sands’ outcome-based measurement approach is rooted in impact, not activity. Where your standard PR program measures mentions and impressions, we go deeper, evaluating narrative share, competitor share-of-voice, SEO + GEO value, marketing positioning and brand discoverability so you can clearly see how our efforts are moving the needle on business goals. Then, we’ll work with you to tell the strongest story about PR impact — extracting what’s working, what’s not and opportunities for growth to ensure continuous improvement.
How to show impact in the AI era
As generative AI tools become central to how B2B buyers explore, research and compare vendors, earned media is taking on a new level of influence. Because GenAI platforms rely on trusted, third-party content to generate responses, your brand’s media coverage directly affects how — and where — you show up in AI-driven search.
Our proprietary AI Domain Impact Index evaluates media domains based on their likelihood of influencing GenAI search results. Grounded in five weighted criteria, the Impact Index gives you a clear, data-backed view into which media placements are most effective so you can prioritize coverage that drives real visibility and demonstrate the ROI of your PR efforts with confidence.
At Walker Sands, we don’t treat PR and SEO as separate functions — we build programs that mutually reinforce each other’s impact. Learn more about our approach to AI-optimized PR here.
B2B public relations case studies
Our public relations services
Whether you’re a cybersecurity company or a financial services provider, our strategists and media experts craft a bespoke PR approach to drive your business objectives.
Messaging + Narrative Development
Crafting a clear brand story can be difficult due to complex, technical products and competing priorities among internal stakeholders. We draw on deep storytelling expertise to bring to life narratives that grab media attention, resonate with your target audience and drive customer decision-making.
Data-Driven PR
Leveraging data to support your brand’s message and inform arguments can strengthen your reputation and establish expertise. But you have to do it in a way that resonates with both reporters and prospects. We help align proprietary and third-party data with emerging industry trends to earn coverage and credibility in your space.
Executive Amplification
Establishing your executives as trusted industry authorities is paramount to building brand recognition and credibility. We position your C-suite as trusted sources by crafting unique thought leadership insights that complement their perspectives and relate to industry trends, ensuring they land in the right outlets and platforms.
Launches + Events
Whether you need to spotlight a product launch, brand announcement or company event, the right relationships are crucial. We leverage our connections with key reporters to execute launch strategies that place your announcement in front of the right people at the right time.
Media Analyst + Influencer Relations
Reaching your audience can be difficult in a crowded space. Our experts help you meet your audience where they are by targeting the reporters, analysts, producers and podcasters they already trust and follow. Through industry trend outreach and rapid response, we empower you to tell your story to the people that matter most at the time they need to hear it.
Media + Presentation Training
Interviews and other interactions with the press can be tricky without proper preparation. Through comprehensive training such as mock interviews, we work with your leaders so they interact with the press in a way that’s clear, concise and consistent with company messaging.
Thought Leadership
You need unique viewpoints on emerging industry trends to stand out. We combine your expert insights and our media expertise to create newsworthy content that earns you credibility and exposure with your target audiences.
Social Media
Effective storytelling transcends earned and owned channels. Media relations is your awareness-building workhorse, while social media drives brand building and audience engagement. Whether you’re supporting a product launch, amplifying executive voices or responding to timely industry moments, your social presence should be purposeful and performance-driven. We craft platform-specific strategies and content that elevate your brand’s voice while aligning with broader communications goals.
Earned Media for GenAI Impact
Earned media is critical to standing out in traditional and AI search. We proactively optimize press releases, bylines and thought leadership with SEO and GEO insights — and place them in outlets most likely to be surfaced by generative engines via our AI Domain Impact Index. This boosts your presence in AI-generated recommendations while strengthening traditional search authority.
Financial Communications
Going public, announcing a funding round or navigating an M&A event are high-stakes moments that demand careful planning, thoughtful positioning and consistent storytelling across channels. A strong narrative helps shape perception among investors, analysts, employees and customers — and it starts long before the news breaks. Followed by consistent storytelling in top-tier business media and aligning messaging across your owned and earned platforms, you set the stage for a confident market debut or milestone announcement.
Category Creation
Whether you’re introducing a first-of-its-kind product or repositioning your brand to meet evolving market demands, PR is a powerful tool for owning your category. A research-backed marketing strategy sets the foundation — defining your niche and shaping the narrative — while high-impact earned media builds awareness, credibility, and audience buy-in. From creative campaign moments to executive thought leadership, the right media coverage helps you claim your space and establish long-term category leadership.
Crisis Communications
You can’t wait until you experience a crisis to start planning. No matter your situation, we help mitigate the impact of incidents through proactive planning. And we equip you with a clear blueprint to respond to a range of scenarios so you control the narrative.
Elevate brand awareness and influence with outcomes-driven B2B PR
Drive brand visibility and increase your share of voice to reach customers and partners, ensuring your brand is top of mind in their buying decisions.
B2B PR clients we’re proud to support
Public Relations FAQs
How do you measure the ROI of PR?
We take an outcome-based approach to PR measurement, aligning with your strategic goals from the start. That means we go beyond tracking mentions and impressions. Instead, we analyze how your media coverage shapes brand perception, drives discoverability, and supports conversion — whether via traditional search, generative AI platforms, share-of-voice, key message pullthrough or executive visibility.
Increasingly, we measure ROI by tying media performance to visibility in the GenAI buyer journey. Using our AI Domain Impact Index, we identify which earned media placements are most likely to show up in AI-generated search results, where today’s B2B buyers increasingly turn for research and vendor discovery. This approach helps you focus on high-impact coverage, demonstrate results and make smarter decisions about where to take your PR strategy next.
What are the key ingredients for a successful B2B PR campaign?
A successful B2B PR campaign hinges on several critical elements, including a deep understanding of the business’ industry, strong media relations, targeted outreach and rigorous performance measurement. Additionally, proprietary data can enhance a B2B PR campaign because it provides exclusive insights that establish credibility in the organization’s industry. When working with an agency partner, it’s also important for the agency to have easy access to the organization’s thought leaders so they can maintain relevant perspectives on emerging trends.
What is a B2B PR agency?
A B2B PR agency is a professional firm that provides public relations services to organizations that sell products or services to other businesses, rather than to individual consumers. The core objective of a B2B PR agency is to help its clients build and maintain positive relationships with other business decision-makers, industry partners and the media, with the ultimate goal of enhancing the client’s reputation and driving business growth in their respective industry.
What role does earned media play in training LLMs like ChatGPT and Perplexity?
Today, there is no clear method to determine the awareness impact of earned and owned web domains, a challenge that is multiplied by the growing list of relevant LLMs and Gen AI platforms. That’s why Walker Sands has developed the AI Domain Impact Index, a proprietary scoring methodology that evaluates how likely different media content is to influence Generative AI responses. This model allows us to partner with our clients to plan smarter media strategies by identifying outlets most likely to impact AI-generated search results, measure AI visibility by assessing how earned and owned content contributes to brand inclusion in Gen AI responses, and optimize PR efforts to ensure media placements are structured for AI too. As AI-driven search continues to evolve, we’re helping brands stay ahead by integrating these insights into their PR programs.
Get the most from your B2B public relations services
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Inside the 2025 Non-Traditional Media Survey: How B2B Leaders Are Navigating the Next Era of Earned Media
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Redefining Top-Tier Media: How AI is Disrupting Traditional PR
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Introducing the AI Domain Impact Index for B2B PR