Major media coverage for B2B tech companies is attainable with the right story, strategy, and timing. In this blog post, GMG CEO Leah Nurik answers the most pressing questions tech leaders ask us about breaking into Forbes, TechCrunch, The Wall Street Journal, and other top news outlets.

Q: What are major publications actually looking for when covering a B2B tech company?

Leah Nurik: Media coverage for B2B tech companies isn’t about amplifying your product. It’s about telling a compelling story that connects to broader trends. Media outlets want insights into market shifts, regulatory movements, or emerging customer challenges. If your company intersects with timely, high-stakes issues, you become relevant.

One of the most effective ways to do this is by bringing fresh data to the table—statistics that illustrate how the problem is evolving, how customers are responding, or how the market is shifting. Reporters are far more likely to cover your story when it provides evidence of a broader trend, especially if you can offer proprietary insights that no one else has shared.

Q: Our product is complex. How do we make it interesting to a general business journalist?

Leah Nurik: Simplify the message. Reporters need to understand your value quickly. Instead of technical jargon, focus on outcomes. Say, “we help retailers reduce fraud by 40%,” not “we offer machine-learning-enabled fraud detection.” The goal is to translate complex tech into real-world impact. Journalists want clarity and relevance. They’re not writing for engineers, they’re writing for decision-makers and business readers.

Q: Is a press release enough to get us in front of a top-tier journalist?

Leah Nurik: A press release alone won’t cut it. They’re great for the public record and SEO and Answer Engine Optimization (AEO), but major media coverage requires a custom pitch. Journalists expect a well-timed angle with supporting data and a clear reason to care now. You need to answer: Why is this story urgent? Why is your company a credible voice on the topic? Tailoring each pitch is essential.

Q: Do we need to have raised funding to be considered newsworthy?

Leah Nurik: Not at all. While funding can draw attention, media coverage for B2B tech companies is about traction, timing, and insight. If you’ve secured a big customer, solved an industry pain point, or brought new data to a hot topic—say, supply chain disruption or AI ethics—you have a chance. It’s about crafting a relevant, high-impact narrative, not just announcing a financial milestone.

Q: What role do thought leadership and contributed articles play in media coverage for B2B tech companies?

Leah Nurik: They’re incredibly powerful. Contributed articles, especially when placed in respected media outlets, position your executives as industry authorities. This builds media trust. Reporters start seeing your company as a go-to source for commentary. Over time, this leads to more interviews, quotes, and even full profiles. Think of it as building long-term credibility, one high-value opinion piece at a time.

Q: How important is timing when it comes to pitching the media?

Leah Nurik: It’s everything. Even the best story can fail to get press attention if it arrives at the wrong moment. Media coverage for B2B tech companies depends heavily on timing. A strong public relations team tracks breaking news, editorial calendars, and seasonal trends to align your pitch with what journalists are actively covering. Timeliness makes your story feel urgent and relevant.

Q: We have a great customer success story. Can that help us get media coverage

Leah Nurik: Absolutely. Case studies are powerful because they bring your tech to life. If a customer can speak on the record, that’s gold. Even anonymized results can work if the impact is measurable. Focus the pitch on the business problem and the outcome, not just the product features. Real-world success stories resonate much more than theoretical benefits.

Q: How long does it usually take to get a placement in a major publication?

Leah Nurik: It’s rarely immediate. Expect a process that takes several weeks, sometimes months. Building media relationships, refining your pitch, and following up consistently are all part of the journey. The companies that earn repeat coverage are deliberate and persistent. They invest in B2B tech PR as an ongoing strategy, not a one-off tactic. Patience and consistency drive long-term success.

Q: Can a smaller B2B tech company with limited name recognition break into national media?

Leah Nurik: Yes. Size doesn’t determine coverage. We’ve helped early-stage startups land stories in Fast Company, Bloomberg, and Business Insider by identifying a unique angle. Media coverage for B2B tech companies is achievable when you bring a disruptive founding story, new industry data, or a novel take on a trending issue. If you offer something distinctive and timely, you can compete with much larger players in the press.

Q: What’s one thing every exec should know about getting media coverage for B2B tech companies?

Leah Nurik: The biggest myth is that PR equals promotion. It doesn’t. Effective PR is about positioning—showing up at the right moment with insight and credibility. It’s not about volume; it’s about value. Media trust takes time to build, but once earned, it can drive growth, partnerships, and visibility in ways advertising simply can’t.

Key Takeaways

• Journalists prioritize stories that connect to larger industry trends, such as market disruptions or regulatory shifts—not just product announcements—so B2B tech companies must position themselves within a broader business narrative.
  
• Simplifying complex technologies into clear, outcome-driven language is essential to engaging general business journalists, who are writing for decision-makers rather than technical experts.
  
• Press releases are helpful but not sufficient for top-tier media coverage; personalized, timely pitches backed by data and urgency are required to capture a journalist’s attention.
  
• Thought leadership and contributed articles build long-term credibility, helping executives become trusted sources that journalists turn to for expert commentary and future stories.
  
• Consistent PR efforts—not company size—drive results, meaning smaller or lesser-known B2B tech firms can break into major media with a unique, timely, and well-pitched angle.

Want to Break Into Major Media?

Whether you’re an early-stage startup or scaling leader, Gabriel Marketing Group helps B2B tech companies craft newsworthy stories that resonate with national editors. Book a strategy call with us to start building your media presence today!

About the expert: Leah Nurik is founder and CEO of Gabriel Marketing Group.
About the author: Michael Tebo is vice president of PR, content and strategy at Gabriel Marketing Group.