Businesses that fully leverage public relations (PR), as part of their go-to-market (GTM) strategy enjoy stronger revenue performance, greater brand trust, and a distinct competitive edge.
That is the conclusion from the 2025 State of B2B Public Relations Report published by Convey Communications, a PR firm specializing in B2B tech, together with Demand Metric. The report uncovers how high-growth companies approach PR differently than their lower-performing peers, spotlighting best practices, integration strategies, and emerging trends that position PR as a critical lever for accelerating GTM success, enhancing brand authority and driving measurable business outcomes.
“The media landscape isn’t what it was five years ago, or even five months ago. If PR wants a future inside the modern GTM machine it has to prove it belongs there,” says Kristin Hege, founder & chief executive officer of Convey Communications.
Content Connection
PR increasingly serves as a strategic component within a fully integrated GTM strategy, especially for tech and SaaS B2B organizations. When aligned effectively with sales and marketing, PR can be the game-changer that propels a brand forward, enhances competitive positioning, and achieves measurable outcomes.
In fact, 90% of B2B marketers now classify PR as either “important” or “critical” to their GTM strategies. Modern B2B PR goes far beyond press release—podcast creation, thought leadership, reputation management, and digital/social campaigns are keys for a comprehensive approach.
Public Relations Role in B2B
By aligning PR with sales and marketing teams, organization create a unified strategy that connects tactical campaigns with business objectives. According to the report, growth leaders are 50% more likely to report full integration across these teams than laggards. This alignment ensures consistent messaging, enhances collaboration, and magnifies PR’s impact on lead generation and revenue.
On the other end, consumers increasingly value expert insight over pure product messaging. Thought leadership was cited by 41% of marketers as one of the most impactful PR strategies as it cements a brand’s position as an authority in their industry.
Hege said the report shows that public relations professional must show “real business impact, not just impressions or sentiment. And that starts with tighter relationships, deeper alignment, and a seat at the revenue table. Anything less is just noise.”
The reported noted that:
- Growth leaders are more than twice as likely as growth laggards to report that their PR team is fully integrated with marketing and sales teams;
- The most effective tactics across the board are Brand and reputation management (61%) and media relations (44%); and
- More than 80% of tech marketers reported they consider it critical to have a PR partner who truly understands the B2B tech space.
Emerging Trends
Artificial intelligence (AI), as it has in every other aspect of business and life these days, is having an impact. AI tools are helping PR professionals craft data-backed narratives and provide real-time insights into campaign performance. For example, AI-powered predictive analytics can identify trending topics, optimize timing for press outreach, and amplify campaign reach.
Another trend is PR campaigns evolving to reflect the values of modern audiences. Inclusive messaging needs to reflect diverse voices is seen as standard operating procedure to reach the largest audience demographics. A key to this is a stronger emphasis on digital strategies as successful campaigns today include components like SEO optimization, influencer collaborations, and engaging social content.
“This research validates what I’ve experienced repeatedly: companies that proactively embed PR into their go-to-market strategy achieve clearer alignment, stronger market positioning, and measurable revenue growth. ,” says John Follette, co-founder of Demand Metric. “PR today is about far more than just media hits; it’s become a powerful competitive advantage for companies that leverage it fully.”
