Why Your B2B Tech Story Isn’t Getting Picked Up (And What To Do About It)
Let’s be honest, B2B tech stories aren’t always easy to get published. While flashy B2C launches and big funding rounds dominate headlines, B2B stories can sometimes feel overlooked. But UK media outlets are always looking for smart, insightful business tech stories to publish; you just need to know how to break through the noise.
This is especially frustrating when you’re sitting on something genuinely interesting, like a SaaS platform solving a real industry headache, or a data story that reveals a big market shift. But if the narrative isn’t sharp, timely, or audience-first, it’s unlikely to gain traction. In the UK media ecosystem, where journalists are often under pressure to do more with less, relevance and clarity are everything.
Getting this right matters as much as ever, so how can PR professionals give B2B tech the media treatment it deserves? Here are five top tips everyone should follow:
- Stop leading with the tech
This might sound counter-intuitive, especially when your client has built something genuinely clever, but journalists aren’t writing articles about your backend architecture or incremental software update. They’re looking for stories that truly resonate with readers. Instead of leading with technical specs, start with the “why”.
Why does this matter now? What problem is it solving? Who does it affect?
- Use data – but make it human
Everyone loves a juicy statistic, but numbers alone don’t tell a story. If you’re going to lead with a data point (e.g. “70% of UK manufacturers plan to invest in AI by 2026”), you must translate it; what does that mean for jobs, skills, competitiveness, or economic growth?
This puts it into a more understandable perspective for the readers of the finished article.
- Don’t bury the impact
Many B2B stories get buried in inboxes because they take too long to get to the point (if at all). Don’t assume journalists will read five paragraphs in; in fact, assume that they won’t. A strong email subject line and a sharp opening sentence are the biggest chance to pique their interest.
Make sure to write your pitch like a headline you’d actually want to click on yourself.
- Find the people-angle
Even in B2B, people buy from people – and people want to read about people. Have you got a founder with an unexpected backstory? A customer who used your solution in a creative way?
Media-friendly stories usually contain at least one of:
- Conflict or change
- Real-world impact
- A fresh perspective or voice
- Tailor it for the outlet, not just the sector
A “tech” story will look very different in different publications; an article in The Times will look completely different to one in IT Pro, for example. If your pitch reads like a one-size-fits-all, it’s unlikely to resonate with more than one top-tier target.
It is vital to customise the story’s angle depending on the target outlet’s audience:
- Business and finance media? Emphasise ROI, strategy, leadership.
- Trade press? Zoom in on technical details and use case specificity.
- Consumer-leaning titles? Show how the tech affects people’s lives, even if indirectly.
As PR professionals, our job is to bridge the gap between complex innovation and real-world relevance. When we get it right, it’s not just the company that can benefit, but the journalist and audience too. And remember – journalists aren’t gatekeepers, they’re storytellers. If you can hand them a story that’s clear and compelling, you’re simultaneously doing your job while making theirs easier. That’s where great PR stands out, especially in the fast-moving world of B2B tech.
So next time you’re crafting a pitch, ask yourself: Would I read this story? Would I forward it to a friend? If the answer’s no, it’s back to the drawing board!
