As digital platforms overtake traditional media, the public relations industry is undergoing a fundamental shift. For B2B technology companies, this transformation brings both challenge and opportunity.

To explore what’s changed and how companies should respond, we asked Leah Nurik, founder and CEO of Gabriel Marketing Group (GMG), about the most common questions from clients about B2B tech PR agency services. Here’s what she had to say:

Q: How would you describe the changes in how people consume news and information today?
Leah Nurik: There’s been a profound shift. Audiences are moving away from print and broadcast media and turning to digital sources for news. According to Pew Research, 58% of U.S. adults prefer digital devices, and among younger audiences, that number jumps even higher. This change is especially impactful for B2B brands, which have historically relied on traditional media to build awareness. For those of us offering B2B tech PR agency services, it means our strategies must evolve to meet people where they are—online, on-demand, and across multiple platforms.

Q: What new challenges does this create for B2B companies seeking media coverage?
Leah Nurik: One major challenge is fragmentation. There’s no single platform or outlet where everyone gets their news anymore. Traditional media still has value, but digital-native audiences consume content in entirely different ways—on LinkedIn, in niche industry blogs, through podcasts or newsletters. For companies using B2B tech PR agency services, the key is building multi-channel programs that can deliver value across formats and platforms, while staying responsive to real-time trends and news cycles.

Q: Are press releases still effective tools in this new environment?
Leah Nurik: They’re still useful in the right context, but they’re no longer the primary driver of media attention. At Gabriel Marketing Group, we often tell our clients that press releases are like business cards—they legitimize a company’s announcement, but they don’t close the deal. With so many releases flooding journalists’ inboxes daily, only those with real substance and compelling relevance get noticed. Our B2B tech PR agency services position releases as part of a broader content strategy—not the whole story.

Q: What other formats or approaches are clients turning to instead of traditional announcements?
Leah Nurik: One of the most effective alternatives is the contributed article. As newsroom staffing has decreased—Pew reports a 26% drop from 2008 to 2020—many outlets rely on outside experts to fill the gap. Contributed articles allow companies to showcase deep industry knowledge and provide meaningful commentary. Through our B2B tech PR agency services, we help executives develop thought leadership that addresses market trends, customer pain points, and future-looking insights—positioning them as trusted voices, not just vendors.

Q: What role does third-party recognition play in modern PR strategies?
Leah Nurik: It’s huge. Awards, analyst reports, and industry rankings are no longer just “nice to have”—they’re essential components of reputation-building. When a company wins a respected award, it signals to potential customers and investors that they’re credible and competitive. For providers of B2B tech PR agency services, awards programs are strategic tools. They open doors for media exposure, elevate the company’s perceived value, and even shorten sales cycles by removing friction from the decision-making process.

Q: How do you approach measurement and ROI in PR campaigns?
Leah Nurik: Clients today expect transparency and results. That’s why our B2B tech PR agency services include a strong emphasis on data. We track not just media placements, but also engagement metrics, referral traffic, brand sentiment, and more. With the right tools, we can demonstrate how PR supports everything from pipeline growth to hiring initiatives. We view measurement as an ongoing conversation with our clients—one that informs strategy and builds trust.

Q: With all these changes, what should companies look for in a modern PR partner?
Leah Nurik: They should look for someone who’s agile, data-literate, and deeply integrated into the digital media landscape. A partner that doesn’t just pitch stories but helps create them—someone who understands how to weave messaging across earned, owned, and shared channels. At Gabriel Marketing Group, our B2B tech PR agency services are designed to act as extensions of our clients’ teams. We bring a mix of strategy, speed, and storytelling that helps them lead in complex, competitive markets.

Q: How do you see the future of PR evolving for B2B tech companies?
Leah Nurik: The future is more integrated, more measurable, and more audience-driven. We’re moving away from one-way communication and toward a model where brands engage in real-time dialogue, offer genuine value, and build trust over time. For any company leveraging B2B tech PR agency services, the question is no longer, “What can we announce?” but “How can we contribute to the conversation?” That’s a big shift—and one we’re excited to lead our clients through.

Key Takeaways about Modern B2B Tech PR Agency Services from Gabriel Marketing Group

• Digital-first is the new norm. Traditional media alone won’t deliver results.
• Press releases have a role, but not a starring one. Focus on thought leadership.
• Awards build trust. Use them strategically to boost credibility.
• Data is essential. Tie PR to measurable business outcomes.
• Agility wins. Be ready to move fast and offer relevant insights.

Ready to Elevate Your PR Strategy?

Gabriel Marketing Group can help you modernize your communications approach. Our full-spectrum B2B tech PR agency services are built to help you adapt, lead, and grow in today’s digital media environment. Schedule a consultation today

About the author: Leah Nurik is the founder and chief executive officer of Gabriel Marketing Group.