B2B Media Relations Services
Earn attention. Shape the narrative. Stay visible where it counts.
Earned Media That Turns Attention into Authority
Media relations is not about chasing headlines. (That being said, we know what it takes to routinely secure tier-one placements.) Effective media relations work is about earning credibility in the places your buyers already trust.
For B2B technology and healthcare brands, earned media shapes perception long before a sales conversation begins. Coverage becomes shorthand for legitimacy. Quotes turn into proof points. And in a world increasingly driven by AI summaries, those signals are proven to travel farther and faster than others.
Modern PR still relies on strong, extensive relationships with traditional and new media players — journalists, bloggers, podcast hosts, Substack writers, and magazine editors alike. But above all, good media relations is grounded in great storytelling.
So, if you’re evaluating a media relations PR agency, the difference comes down to this: Do they just secure coverage, or do they also make that coverage work harder for your business?
TL;DR We land good stories.
A Media Relations Agency Built for B2B Complexity
Strong media relations starts with relevance. What’s happening in your category right now? Where does your expertise genuinely add something new? And which journalists actually shape how buyers understand the space?
We begin with understanding how your market is being covered and which relationships shape that coverage. Our team brings a deep understanding of reporter priorities, trusted sources, and established media connections to identify where your voice can credibly enter the conversation.
From there, we connect earned media to your broader strategy. Coverage is treated as a signal that reinforces your message across PR, search, and AI-driven discovery. Our job is to make sure your coverage works together, not against itself.
PAN’s B2B media relations services include:
Narrative and Message Development
Before pitching begins, we refine your messaging to ensure clarity, relevance, and differentiation. This creates a strong foundation journalists can understand and trust.
Proactive Media Pitching
We secure coverage through timely, insight-led pitches that connect your expertise to real industry conversations. No spray-and-pray tactics. No filler announcements.
Reactive Media and Newsjacking
When news breaks, speed and perspective matter. We position your brand as a credible voice with something useful to add — not commentary for commentary’s sake.
Executive and Spokesperson Support
We prepare leaders for media interactions through briefing documents, talking points, and ongoing coaching that strengthens confidence and consistency.
Earned Media Measurement and Optimization
We track what gets picked up, what gets quoted, and what travels. Coverage is evaluated not just by volume, but by message pull-through and influence.
AI Optimization for Earned Media Visibility
Earned media increasingly feeds AI summaries and answer engines. We assess how coverage appears in generative results and strengthen authority signals that affect how your brand is referenced and summarized.
Media Relations in a Zero-Click World
Today’s buyers often encounter your brand before they ever visit your website.
They come across a quote in a trade publication. They hear a spokesperson referenced in a podcast. They see your perspective reflected in an AI-generated summary that pulls from earned coverage.
That reality is why PAN approaches media relations as a visibility engine. Earned media is built through strong connections with journalists and editors who know our team, understand our standards, and trust the expertise we bring forward. Those relationships make it easier to place insight in the right context and at the right moment.
Reporters return to sources who are prepared, credible, and useful. Over time, that consistency strengthens both individual relationships and broader market perception. That’s what you get with PAN.
When your market looks for informed voices, your brand is present, credible, and familiar.
Why B2B Brands Choose PAN for Media Relations
You can’t manufacture trust. But you can earn it.
B2B teams partner with PAN because we bring discipline to earned media and connect it to measurable business outcomes.
Our approach is built on expertise, editorial rigor, and modern discoverability.
I’ve worked with a lot of PR firms, and I have not worked with one that delivers the density of earned media PAN has — and not just second- and third-tier coverage, but significant tier-one sources. You’ve done a bang-up job.
Communications Leader, Unlearn.AI
