October 31, 2024
Veriflow
By 10Fold Team
Media Relations
Your Avenue to Targeted Market Visibility
At 10Fold, we don’t just secure media hits — we craft compelling tech narratives that reach the right audience, at the right time, in the right way.
We work with some of the most innovative B2B tech companies out there, and we know what it takes to stand out in a crowded market. Our media relations services are designed to connect your message with the audiences that matter.
Our media relations services for B2B Tech companies
The chief measure of ROI in media relations is this:
Have you changed the behavior of the customer? At 10Fold, creating exceptional ROI is our driving force.
While understanding the dynamics of deep tech, it’s also critical that an agency get ahead of the changing media landscape – in which paid-versus-earned media opportunities, growth in the value of contributed content, the exploding number of social channels, the emergence of video, and thinning of the editorial ranks have changed the game for media pros.
Media relations: definition and meaning
Media relations is the strategic practice used by a company to communicate with the various media, notably by connecting with journalists or influencers, for example. The goal is to reinforce the company’s positive image with the general public.
For B2B tech companies, it’s about translating complex innovations into compelling stories that resonate with the press — and ultimately, with your buyers. An effective media relations strategy ensures the right entourage gets your name out there — and keeps it there.
B2B media relations: more than just press releases
Technology innovators have perhaps never been more innovative and aggressive in developing market breakthroughs than they are today.
What’s more, technology innovators have never spawned and brought to market as many complex – and often very subtly different technologies – as they are today. Yes, as technology becomes more powerful, does it simplify the lives of business users or customers, or does it just present more, and more complex, alternatives.
At 10Fold, we believe a tech PR agency cannot produce great media results unless its teams speak technology the way they speak media relations. 10Fold account teams excel in developing technology storylines that adapt our clients’ new product technology and messaging to the varied needs of technology reporters and editors – from the veteran reporter or technologist to the novice who is charged with learning on the fly. This fluency enables us to secure third-party endorsements that build lasting credibility.
What to expect from our media relations services
Our approach to media relations is strategic and deeply informed by the B2B tech world. We align your media relations program with clear business objectives, tailoring everything from messaging frameworks to KPIs. We don’t just aim for coverage — we aim for impact. Every tactic we deploy is designed to reach the right audience, at the right time, through the right voice.
We also provide complementary PR and communications services to ensure your brand speaks with one consistent, powerful voice across all channels.
Crafting and distributing press releases
At 10Fold, press releases aren’t just generic announcements, they’re strategic tools. We craft stories that grab attention quickly with our quality tech content writing services, and position your brand as timely and relevant. Then we use our targeted distribution strategy to make sure these messages get in front of the journalists who matter most.
Building strong relationships with journalists
Media relations is as much about who you know as what you say. Our teams have spent years cultivating real, trusted relationships with top-tier journalists, editors, and contributors in the tech world. We don’t spam inboxes — we pitch with purpose, and we’re known for bringing solid, story-worthy angles to the table.
Managing media coverage
Getting media coverage is just the beginning. The media process involves several steps: coordination, briefing, fact-checking, follow-up, all to ensure brand accuracy, alignment and consistency. And when the story goes live, we make sure it’s amplified and has impact.
This is where our PR campaign planning expertise kicks in — ensuring each announcement ladders up to a broader strategy with measurable ROI.
Organizing press trips and press events
There’s no substitute for a real connection. We organize high-value press encounters that fuel conversations and deepen understanding. Each event is tailored to your objectives and designed to leave a lasting impression on your media guests.
Your media relations strategies with 10Fold
10Fold techies offer segment savviness that includes ABC (analytics, big data, and cloud computing), AI, virtualization, and cloud – technologies evolving at a dizzying pace – along with well-rooted market segments such as enterprise networks and software, wireless and mobility, data security, data storage, and semiconductors. We test our teams on domain knowledge and offer training on the latest technologies.
With that depth and breadth of team knowledge, our PR agency for tech companies applies our multi-award-winning skills in media relations with uncanny innovation, insight and speed to differentiate our clients from their often look-alike competitors.Clients appreciate our thorough pre-campaign analysis and messaging as much as our coverage results and our MetricsMatter PR reporting tool. It’s a kind of Total Transparency that never leaves questions as to how we are doing or what’s next.
Amplify your brand voice with our media relations agency
With decades of experience in B2B tech PR, 10Fold doesn’t chase vanity metrics. We build tailored programs that generate meaningful earned media and shape industry perception.
Your brand deserves the best strategic outreach we can offer, that is, translating your expertise into visibility, and visibility into traction.
Frequently Asked Questions about Media Relations
What does media relations do?
By building relationships with journalists and controlling media appearances, media relations bring you visibility you can’t buy (a.k.a. earned media), and when done right, they bring third-party validation that advertising alone can’t provide.
There are many media that can be involved in media relations. The most common are traditional mass media such as newspapers, television and radio. Today, however, they also include the web (online advertising, websites, online reviews), social networks and advertising media.
Why is media relations important?
Media relations are important because they enable a company to control its image, especially in today’s world where information comes and goes in all directions. Worst of all, it is also increasingly unreliable.
Working on media relations helps to build a company’s visibility, improving the audience’s trust in it. Ultimately, as public perception is positively influenced, commitment grows.
When things go wrong, strong media relationships can help you get your side of the story out quickly and effectively.
What is the difference between public relations and media relations?
Public relations covers all strategies for managing a brand’s reputation and communications with any type of audience, while media relations focuses on relations with journalists and the media. Media relations are therefore an integrated part of public relations strategy.
| Public Relations | Media Relations | |
| Scope | Broad – includes internal comms, investor relations, community engagement, etc. | Narrow – focused on press and media outreach |
| Audience | Multiple stakeholders | Journalists, editors, bloggers, media influencers |
| Tactics | Press releases, events, thought leadership, crisis comms, social responsibility initiatives | Media pitching, press tours, interviews, coverage tracking |
| Goal | Manage overall reputation | Earn media coverage and shape brand perception |
In short: all media relations is PR, but not all PR is media relations.
How can a media relations firm help my business?
A media relations firm like 10Fold helps craft your narrative, pitch it effectively, and build lasting relationships with the right media contacts. From press office services to media training and analyst briefings, we ensure your voice is heard — and trusted.
And when things get tough, our crisis communication experts are ready to protect and rebuild your brand’s reputation.
What is a media relations plan?
A media relations plan is your strategic guide to getting media coverage. It outlines what you’re trying to say, who you want to get talked about and how you’re going to get the media interested in you.
In a media relations plan, we try to cover the following key elements:
- What are your objectives (e.g. to increase brand awareness, support a product launch, etc.)?
- Who do you want to influence, and which media do they trust (e.g. CIOs who read TechCrunch, or local buyers who follow regional news)
- What are the key messages or angles you want to promote? These need to be tailored to resonate with both the media and the public.
- A list of journalists, outlets and influencers relevant to your space – this isn’t about mass distribution, but matching.
- How will you engage the media? (e.g. press releases, embargoed articles, speaking slots, interviews, contributions, briefings)
- Calendar of planned outreach activities linked to product launches, industry events or news cycles.
- Who will address the press? These people need to be trained, informed and media-ready.
- How will you engage the media? (e.g. press releases, embargoed articles, interviews, contributions, briefings)
- Schedule of planned awareness-raising activities linked to product launches, industry events or news cycles.
- Who will address the press? These people need to be trained, informed and media-ready.
- How will you measure success? Volume of coverage, share of voice, key message penetration, backlinks, domain authority – anything related to your business objectives.