Five things to expect from a B2B PR agency
if you’ve never used one before

 

PR is a powerful lever for building visibility, trust, and influence for your brand. But sometimes it helps to have an external team lighten the load. Perhaps to complement the efforts of an in-house department. Or even to take on the task of delivering everything that is needed for your business from a PR perspective.

If you’re considering working with a B2B PR agency for the first time, here are five things you can expect, along with why each step matters to getting results that genuinely move the needle.

 

1. It all starts with strategy

Before a single pitch goes out the door, a good PR agency will take time to understand your business inside and out. That means getting to grips with your product or service, your tone of voice, your competitive landscape, and your goals. This strategic groundwork is crucial. Without it, it’s impossible to create messaging that lands or build a story that resonates.

It’s worth noting that this phase takes time, and that’s a good thing. In B2B, particularly when targeting trade media, you only get one shot to make the right impression. Expect a detailed onboarding process, plenty of questions, and likely a few collaborative calls to ensure everyone’s aligned before activity ramps up.

 

2. Media relationships matter more than you might think

It’s one thing to know what to say – another to know who’s ready to listen. Experienced PR teams don’t just blast press releases into the void. They understand what different journalists, editors, and publications are looking for – and how to shape your story in a way that fits.

That knowledge comes from building long-term relationships across the media landscape. The right agency will know how to pitch in ways that feel relevant and timely, whether it’s securing a byline, crafting a news hook, or repurposing existing content to suit a different outlet.

 

3. Collaboration is essential

PR is never just a service you outsource and forget about. It’s a partnership. Great results come from collaboration, communication, and mutual trust.

Expect to be involved – whether that’s reviewing messaging, providing feedback on a pitch, or offering up quotes and insights for an interview. Your input will help shape stronger, more authentic stories that reflect your brand and resonate with the right audiences. And sometimes, a casual remark or anecdote from your team can unlock a whole new editorial angle.

 

4. The metrics won’t look like your marketing dashboard

One of the most common surprises for businesses new to PR is that the metrics don’t mirror those used in performance marketing. You’ll see terms like share of voice, backlinks, domain authority, and message pull-through.

That’s because PR serves different goals: visibility, reputation, trust, and influence. But that doesn’t mean it’s vague. When done right, PR drives tangible outcomes – from inbound leads and investor interest to speaking opportunities and partnerships. A good agency will help you track these and connect the dots between media activity and business impact.

 

5. It can be a long game (but worth the wait)

Consistent PR builds credibility. Over time, it raises your profile, positions your leadership, and makes your brand a familiar name in your sector. But this doesn’t happen overnight, and sporadic efforts can do more harm than good.

The most successful PR programmes are paced, strategic, and sustained. They don’t rely on constant “news” but instead surface insightful perspectives, build on past coverage, and create a rhythm that audiences and media start to recognise and trust.

 

Set up for success

If you’re thinking about working with a B2B PR agency, it helps to come in with realistic expectations, a willingness to collaborate, and a clear picture of what success looks like. With the right partner and approach, PR becomes more than just media coverage – it becomes a powerful tool to shape how your business is seen and understood by the people who matter most.

Want to know more about how Grammatik can help with PR for your business? Get in touch for a no-obligation chat…