Trade press programmes
A steady presence in the vertical titles and newsletters each buying role reads, from operations and IT journals to finance and procurement trade press.
B2B Public Relations AgencyB2B PR for buyers who takemonths to say yes.
Sentinel is a B2B public relations agency for companies that sell to committees over months. We earn coverage in the trade titles and business press your buyers read while they research, long before they talk to sales.
WHAT YOU GET
A buyer-mapped story plan, a live coverage log and a monthly review.
HOW IT'S PRICED
Monthly retainers from $3,500, listed on our pricing page.
WE DON'T PROMISE
Guaranteed coverage. Trade editors decide what they run.
The idea
B2B buyers trust the sources they found on their own before they ever took a sales call.
A B2B public relations agency does its most useful work long before a deal shows up in your pipeline. Buying committees in software, manufacturing, logistics, professional services and finance read trade journals, industry newsletters and analyst commentary for months. By the time someone fills in a demo form, they already have a shortlist, and it was built from what they read, heard on podcasts and saw cited by peers.
So we plan PR around the questions your buyers ask during that research. Which problems are getting worse in their sector? What does a sensible budget look like? Who explains the category clearly? When your people answer those questions in the outlets buyers trust, your name is already familiar when procurement starts comparing vendors. Sales cycles stay long, but your team starts each one with more credibility.
What we run
B2B PR services built around how buyers research
Bylines and opinion pieces
Ghostwritten articles under your executives’ names for trade and business outlets, drafted from interviews so the views are theirs.
Expert commentary
Fast, quotable responses when regulation, a market shift or an industry incident puts your field in the news, so reporters learn who to call.
Data-led stories
Anonymised product data or commissioned surveys turned into findings trade reporters can use, with the method published alongside them.
Podcasts and events
Guest spots on the industry podcasts and conference programmes your buyers follow, with prep notes for every appearance.
AI search visibility
Earned coverage in the sources AI assistants cite when a buyer asks them to compare vendors or explain your category.
95%
Most of your future buyers aren’t shopping yet
The 2024 Edelman and LinkedIn B2B Thought Leadership Impact Report found that 95% of business clients say they are not actively seeking goods or services at any given moment. B2B PR is how you reach that quiet majority before they start a search.
Source: Edelman and LinkedIn, 2024 B2B Thought Leadership Impact ReportHow a programme runs
How our B2B public relations agency plans a programme
- Buyer mapWe list every role on a typical buying committee, from the user to the finance lead, and the outlets, newsletters and podcasts each one actually reads.
- Story planA quarterly plan of news, data stories, bylines and commentary themes, each tied to a question buyers ask at a stage of their research.
- SpokespeopleBriefing notes and practice sessions so your experts can talk about the market plainly, on the record, without sounding like a sales deck.
- OutreachPersonal pitches to researched media lists you can review, plus reactive commentary whenever your sector is in the news.
- ReviewA live coverage log with every item labelled earned, placed or paid, and a monthly review with your marketing and sales leads.
FAQ
B2B PR Agency: common questions
What does a B2B public relations agency do?
A B2B public relations agency earns coverage for companies that sell to other businesses. The work covers story planning, trade and business media outreach, bylines, expert commentary and spokesperson preparation, all aimed at the people who research and approve purchases. Reporting shows what ran, where, and which buyer roles it reached.
How is B2B PR different from consumer PR?
Consumer PR often chases reach and quick attention. B2B PR works with smaller, expert audiences and longer decisions, so a single feature in the right trade journal can matter more than broad national coverage. The stories lean on expertise, data and clear thinking about the market. Results are judged by whether the right buyers saw you, and whether sales conversations got easier, rather than by raw impressions.
How long before B2B PR shows results?
Most programmes need a quarter or two before coverage builds into recognition with buyers. Trade editors plan features weeks or months ahead, and buyers notice a name over repeated exposure. We report every month so you can see what’s moving, and we ask your sales team which coverage prospects mention on calls.
Can you guarantee coverage in specific trade publications?
No. Editors decide what they publish. If a paid feature in a trade title makes sense for a goal, we say so up front and label it as paid in your coverage log, separate from earned items.
How much does B2B PR cost?
Retainers start with our Signal package at $3,500 a month, with Authority at $7,500 and Influence at $14,000. Details are on our pricing page.
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Explore digital prSelling to buyers who research for months?
Tell us who sits on your buying committees and what they read. We’ll show you where your company should be showing up, and what it would take.