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Unlocking Revenue Growth: The Role of PR in Go-To-Market Strategies
In today's competitive market, aligning public relations (PR) with go-to-market (GTM) strategies has emerged as a vital component for driving faster revenue growth, particularly for B2B companies. According to the 2025 State of B2B Public Relations Report by Convey Communications and Demand Metric, high-growth companies are a staggering three times more likely to integrate PR into their GTM efforts. This alignment is no longer considered optional; it has become essential in proving the value of PR beyond traditional media impressions.
The Changing Landscape of Public Relations
Kristin Hege, CEO of Convey Communications, highlights that today’s media landscape requires PR to adapt and demonstrate tangible business impact. In her words, “If PR wants a future inside the modern GTM machine, it has to prove it belongs there.” This requires forming solid relationships and aligning closely with marketing and sales teams to ensure that PR efforts resonate with the broader business goals. As a result, 90% of B2B marketers now classify PR as ‘important’ or ‘critical’ to their GTM strategy.
Effective PR Tactics That Drive Success
According to the report, some of the most effective PR tactics that support revenue growth include:
- Brand and Reputation Management (61%): Effective reputation management strengthens public perception and builds trust.
- Media Relations (44%): Developing relationships with the media can lead to increased coverage and visibility.
- Thought Leadership (41%): Establishing authority in a niche helps position a brand favorably among competitors.
The report shows that growth leaders are significantly more likely to report that their PR teams work collaboratively with marketing and sales than those trailing in growth, highlighting the importance of teamwork.
What Effective PR Looks Like Today
As John Follette, co-founder of Demand Metric, points out, partnering with a PR firm that understands the intricacies of the B2B tech space is crucial. More than 80% of tech marketers express the need for a PR partner who not only understands their industry but can also adapt strategies to meet specific needs. It’s about making sure that PR acts as a lever for business success rather than just noise in the marketplace.
Looking Forward: The Future of PR in B2B
As we anticipate future trends, it’s clear that the role of PR will only grow in significance. Companies that proactively embed PR into their GTM strategies can expect enhanced market positioning, smarter brand implementations, and, ultimately, more measurable revenue growth. This indicates a shift where PR professionals must stay ahead of the curve, continuously adapting to new tactics that demonstrate value.
Getting Personal: Why This Matters to You
If you’re a marketer or business owner, understanding the importance of aligning PR with your GTM strategy could be the key to your future success. Just as communities flourish when their members engage actively, businesses can only thrive when every arm of the organization moves in unison towards shared goals. Embracing strategic PR means investing in a tool that not only amplifies your voice but also builds a bridge to your audience.
Take Action: Transform Your Strategy Today
As the insights reveal, the impact of PR is profound and, perhaps, underleveraged in many companies. Considering the current landscape, you can no longer afford to let PR exist in a silo. Start today by integrating PR into your marketing and sales strategies to drive growth and enhance your brand's reputation. Get your brand voice interview and discover how to start transforming your strategy!
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