A plain-language guide to PR, credibility, and AI-driven discovery for B2B tech leaders trying to make sense of what’s changed.

Public relations today can feel downright opaque.

AI-driven discovery, shifting media dynamics, and changing buyer behavior have fundamentally altered how B2B tech companies earn attention and trust. What once worked—press hits alone, one-off campaigns, or vague “brand awareness”—no longer delivers the same results. And yet, clear, practical guidance can be hard to find.

This resource hub for PR and AI-driven visibility for B2B tech is for leaders who want to understand what’s actually changed—and why it matters. The articles below break down PR, credibility, and modern discovery in plain language, connecting the dots between earned media, thought leadership, and how AI now influences visibility and trust.

Whether you’re exploring new approaches or pressure-testing old assumptions, this is the place to build understanding before taking action.

Why PR Can Feel Confusing

Demystifying PR, credibility, and visibility for modern B2B tech leaders

• Why PR is Often a “Mysterious Creature” to B2B Tech Leaders
  
• How PR Builds the Credibility That Drives B2B Tech Growth
  
• Earned Media in the AI Era: 5 Reasons Why It Still Matters for B2B Tech
  
• 5 Reasons Why One-Time PR Campaigns Don’t Work

The AI Discovery Shift & Generative Visibility

Explaining how AI changes discovery, trust, and brand visibility

• AI, GEO & the Future of PR: A Complete Guide to How AI is Changing PR
  
• Does PR Influence AI? 7 Powerful Reasons the Answer Is Yes
  
• Why Your Content Is Invisible to AI: The Power Shift to User Intent with GEO
  
• From Media Mentions to AI Citations: How PR and GEO Work Together
  

Thought Leadership, Trust & Authority

Why credibility—not noise—drives growth

• Thought Leadership for B2B Tech: A Proven Path to Credibility, Authority, and Growth
  
• Win Trust, Win Business: How Thought Leadership Drives Growth
  
• Why Contributed Articles in B2B Tech Are More Indispensable Than Ever
  
• The High Value of a Forbes Council Membership: 6 Reasons Why It’s Worth It
  

PR as a Strategic Growth Lever

Reframing PR as risk management, resilience, and long-term value

• PR Visibility During Uncertainty Is Your Growth Strategy
  
• Why Cutting PR in Tough Times Is a Costly Mistake
  
• Why the PR Value of Awards Is the Power Move You’re Not Using Enough
  
• Strategic PR for M&A Deals: Don’t Let Misinformation Sabotage Your Deal
  

Conclusion

The companies that stand out today aren’t louder—they’re clearer, more credible, and easier to trust.

PR, visibility, and authority are no longer abstract concepts or “nice-to-have” tactics. They shape how your brand is discovered, how it’s interpreted by AI systems, and whether decision-makers see you as a serious player or an afterthought.

Use this collection of blog posts to get oriented, ask better questions, and develop a stronger point of view about how your company shows up in the market. Clarity is the foundation for everything that follows.

If these ideas resonate, the next step isn’t more noise—it’s sharper understanding.

Explore how your brand shows up today, where visibility gaps exist, and what’s possible when credibility is treated as a strategic asset.

Before You Invest More Effort, Understand What’s Actually Working

Explore how your brand is really being seen—and get a clear, informed perspective in a 15-minute conversation with senior leaders at Gabriel Marketing Group.

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