{"id":6708,"date":"2021-06-24T02:52:44","date_gmt":"2021-06-24T02:52:44","guid":{"rendered":"https:\/\/zenmedia.com\/?p=6708"},"modified":"2023-04-17T11:35:23","modified_gmt":"2023-04-17T11:35:23","slug":"how-to-earn-media-coverage-with-b2b-pr","status":"publish","type":"post","link":"https:\/\/zenmedia.com\/blog\/how-to-earn-media-coverage-with-b2b-pr\/","title":{"rendered":"How to Get Your B2B Tech Brand Tier 1 Press"},"content":{"rendered":"\n<p>Forbes. Inc. Entrepreneur. NPR. WSJ.<\/p>\n\n\n\n<p>How do we keep landing clients in Tier 1 publications?&nbsp;<\/p>\n\n\n\n<p>In this post, we\u2019ll show you the three-part approach we take to leverage <a href=\"https:\/\/zenmedia.com\/what-we-do\/digital-pr\/\">B2B tech PR<\/a> and earn our technology clients that leading media coverage that can transform a tech brand from a respected name to an industry leader.&nbsp;<\/p>\n\n\n\n<p>If you\u2019ve successfully gotten your company in industry publications or local and regional media, but are still struggling to crack those Tier 1 publications, then this post is for you.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"How to Get Tier-1 Press in 3 Easy Steps\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/D2vvJpd1ZQc?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">The WIN Approach<\/h2>\n\n\n\n<p>The WIN approach is what we use for every client and every opportunity. It\u2019s an overarching strategy that will help you think about how to position your B2B brand to increase your chances of earning major media coverage.&nbsp;<\/p>\n\n\n\n<p>W: What\u2019s in it for them?<\/p>\n\n\n\n<p>&nbsp;I:&nbsp; Invest in relationships.&nbsp;<\/p>\n\n\n\n<p>N: News begets more news.<\/p>\n\n\n\n<p>This framework is how you WIN reputable <a href=\"https:\/\/zenmedia.com\/blog\/what-is-earned-media-a-how-to-guide\/\">earned media<\/a> at the highest levels.&nbsp;<\/p>\n\n\n\n<p>Let\u2019s dig in.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">W: What\u2019s in it for them?&nbsp;<\/h2>\n\n\n\n<p>In this case, \u201cthem\u201d refers to the journalists you\u2019re pitching.&nbsp;<\/p>\n\n\n\n<p>The first thing you have to figure out when pitching journalists at Tier 1 publications is what\u2019s in it for them? Why should they care?&nbsp;<\/p>\n\n\n\n<p>You may have what you think is a big, important announcement\u2014something you and your team are really excited about. But unless and until you can <em>connect the dots<\/em> for the journalist or the publication\u2014show them why your announcement is newsworthy or interesting beyond what it means for your brand\u2014you won\u2019t win.&nbsp;<\/p>\n\n\n\n<p>Here\u2019s an example. One of our clients recently opened up a huge training center and office in Atlanta. The founder started out on his own and was able to build up his company to become one of the top employers in the city, with a state-of-the-art workspace for his employees and clients.&nbsp;<\/p>\n\n\n\n<p>That\u2019s exciting news\u2014but it\u2019s not a story. A story for these publications can\u2019t just be about your company. There has to be something larger.&nbsp;<\/p>\n\n\n\n<p>In this case, the interesting part is that at a time when most other businesses are moving away from in-person workspaces, this company is going in the other direction. They\u2019re bucking the trend. That\u2019s how we landed them in <a href=\"https:\/\/www.npr.org\/\">NPR<\/a>\u2014because they had something important and interesting to say about companies that were not following the general move toward remote work.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">I: Invest in relationships.<\/h2>\n\n\n\n<p>If you\u2019re going to attain those Tier 1 mentions and features, you either have to invest in relationships with journalists yourself, or you have to work with someone who has them.&nbsp;<\/p>\n\n\n\n<p>Lots of great PR people will tell you that if the story is great, you\u2019ll get placement. That\u2019s only half true. If you have a great pitch, but you haven\u2019t taken the time to really learn what types of stories the reporter writes, what they\u2019re interested in, or the beat they cover, you\u2019ll most likely go to the bottom of the stack.&nbsp;<\/p>\n\n\n\n<p>That\u2019s because journalists are literally inundated with pitches\u2014and many of them have great story potential. So it\u2019s hard for one single great pitch to stand out if there isn\u2019t some kind of recognition there or evidence that you\u2019ve done your research.&nbsp;<\/p>\n\n\n\n<p>Now, as a B2B <a href=\"https:\/\/zenmedia.com\/\">PR agency<\/a>, we <em>have <\/em>invested in those relationships. And that\u2019s one reason we\u2019re able to guarantee our clients a certain number of placements when they sign with us. We can\u2019t guarantee the specific publications\u2014that would be advertising, after all, not earned media\u2014but we are able to guarantee them that specific number.<\/p>\n\n\n\n<p>Relevant post:&nbsp;<a href=\"https:\/\/zenmedia.com\/blog\/what-is-earned-media-a-how-to-guide\/\">What Is Earned Media? A How-To Guide<\/a><\/p>\n\n\n\n<p>How? For one thing, we only take clients that we know have something great to offer\u2014clients who are doing substantial work and who have something important to say.&nbsp;<\/p>\n\n\n\n<p>For another, because we\u2019ve invested in those relationships with journalists and publications, we\u2019ve developed a level of trust with them. They know we take the time to bring them angles that will work for their publication, that we\u2019ll provide whatever information they need, and that we won\u2019t waste their time with ideas that won\u2019t work for them.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">N: News begets more news.&nbsp;<\/h2>\n\n\n\n<p>Whatever story you\u2019re pitching, you\u2019ve got to be able to tie it into the larger picture of what\u2019s happening\u2014nationally or internationally.&nbsp;<\/p>\n\n\n\n<p>So much of what our B2B tech PR experts do is connect the dots: tie our clients\u2019 stories into the news cycle.&nbsp;<\/p>\n\n\n\n<p>Think about the toilet paper crisis that the U.S. faced back in 2020, during the early days of the pandemic. Disruptions in the supply chain caused a huge shortage of toilet paper, and people were hoarding what they could.&nbsp;<\/p>\n\n\n\n<p>We were able to get our tech-driven, B2B supply chain and manufacturing clients a huge amount of press because all of a sudden, people were wondering: <em>Why<\/em> is there a lack of toilet paper? What\u2019s causing that to happen? And of course, it boils down to a supply chain crisis. That\u2019s something our clients were able to speak to and explain.&nbsp;<br>The only way to get your B2B tech brand into Tier 1 publications is to apply the WIN approach. Is your company looking for a B2B tech PR company to partner with? <a href=\"https:\/\/zenmedia.com\/contact-us\/\">Get in touch<\/a>!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Forbes. Inc. Entrepreneur. NPR. WSJ. How do we keep landing clients in Tier 1 publications?&nbsp; In this post, we\u2019ll show you the three-part approach we take to leverage B2B tech PR and earn our technology clients that leading media coverage that can transform a tech brand from a respected name to an industry leader.&nbsp; If [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":6710,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_eb_attr":"","content-type":"","footnotes":""},"categories":[641],"tags":[526,699,708],"class_list":["post-6708","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-public-relations","tag-b2b-marketing","tag-b2b-tech","tag-b2b-tech-pr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Get Your B2B Brand Tier 1 Press - Zen Media<\/title>\n<meta name=\"description\" content=\"In this guide, we breakdown B2B PR and our three-step approach to earning media coverage in Tier 1 publications for your B2B tech brand.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/zenmedia.com\/blog\/how-to-earn-media-coverage-with-b2b-pr\/\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Shama Hyder\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":[\"Article\",\"BlogPosting\"],\"@id\":\"https:\/\/zenmedia.com\/blog\/how-to-earn-media-coverage-with-b2b-pr\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/zenmedia.com\/blog\/how-to-earn-media-coverage-with-b2b-pr\/\"},\"author\":{\"name\":\"Shama Hyder\",\"@id\":\"https:\/\/zenmedia.com\/#\/schema\/person\/f3c4cb9f45cb3c8c9501e6f51d9b3a2b\"},\"headline\":\"How to Get Your B2B Tech Brand Tier 1 Press\",\"datePublished\":\"2021-06-24T02:52:44+00:00\",\"dateModified\":\"2023-04-17T11:35:23+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/zenmedia.com\/blog\/how-to-earn-media-coverage-with-b2b-pr\/\"},\"wordCount\":946,\"publisher\":{\"@id\":\"https:\/\/zenmedia.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/zenmedia.com\/blog\/how-to-earn-media-coverage-with-b2b-pr\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/zenmedia.com\/wp-content\/uploads\/2021\/06\/shutterstock_566476420.jpg\",\"keywords\":[\"b2b marketing\",\"B2B tech\",\"B2B tech PR\"],\"articleSection\":[\"Public Relations\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/zenmedia.com\/blog\/how-to-earn-media-coverage-with-b2b-pr\/\",\"url\":\"https:\/\/zenmedia.com\/blog\/how-to-earn-media-coverage-with-b2b-pr\/\",\"name\":\"How to Get Your B2B Brand Tier 1 Press - 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