Finding the right B2B tech PR partner is a bit like dating. You want someone who gets you, understands your quirks, and can navigate your complexities without getting lost. So, how do you find “the one” when it comes to a strategic PR partnership?
Here’s our take on finding the right B2B PR strategy:
1. Look for a partner, not just a vendor
You’re not buying a software license—you’re entering a partnership. A great PR agency isn’t just about executing tactics; it’s about working with you strategically, understanding your long-term business goals, and being with you in the trenches when things get tough. They should be an extension of your team, not just another checkbox.
2. Find someone who understands your world
B2B tech is a beast of its own. You need a PR partner who understands the nuances of the industry, knows what’s genuinely newsworthy, and won’t mix up your API integrations with your AI. Check out their track record—have they worked with companies like yours? Do they know your industry lingo? You need someone who doesn’t just understand your jargon, but thrives off it.
3. Chemistry counts
We’re not saying you need butterflies, but chemistry matters. You’re going to be working closely with your PR team, so you need to like them, trust them, and (dare we say) enjoy the process. Hop on a call, chat about your business, and see if the vibe is right. If the mere thought of hopping on another Zoom with them has you crying into your coffee, it might not be the best fit.
4. Prioritise creativity and strategy (together)
A good PR partner needs to balance strategy and creativity like a tightrope walker in heels. When it comes to storytelling, you want them to take the time to understand your positioning and competitive landscape, while thinking outside the box. The right agency will help you tell your story in a way that makes even the driest B2B product come to life—without losing the plot.
5. Media savvy or buzz wizards? Why not both?
You want an agency with a solid understanding of your key media landscape, including the journalists who matter to you. But you also want a partner who knows how to drive buzz beyond the press release—whether that’s with digital content, influencer engagement, or other creative tactics. Look for someone who’s media-savvy and knows how to get the right people talking.
6. Results speak louder than buzzwords
“Impact,” “KPIs,” “synergy”— these words might sound impressive, but they mean absolutely nothing without the results to back them up. Ask your potential PR partner about past successes. What kind of impact did they achieve for their clients? Can they share metrics that actually shifted the needle? A real PR partner will show you results, not just throw buzzwords at you.
7. Adaptability is key
Tech moves fast, and your PR partner should too. The right agency will be adaptable—ready to pivot, change strategy, and keep up with the ever-evolving B2B landscape. Whether it’s a last-minute product change, a surprise announcement, or an industry trend that blew up overnight, your partner should be ready to jump on it with you, not hold you back.
Get in touch!
At Red Lorry Yellow Lorry, we pride ourselves on being the kind of B2B tech PR partner that ticks all these boxes. We understand the world of tech inside-out, we thrive on creative storytelling, and we love nothing more than seeing our clients shine. If you’re looking for a strategic PR partner who can help you stand out and make an impact, let’s chat. Finding “the one” doesn’t have to be hard. Sometimes the right fit is just a message away.
