Six Resolutions for Your PR Strategy in 2026 

Every B2B tech marketing leader, and their PR agencies, should be thinking bigger and smarter when it comes to PR strategy in 2026. 

Sales cycles are getting longer. Buyers are more cautious. Categories are crowded. And scrutiny on marketing spend is only increasing. In today’s B2B tech landscape, PR has to do more than generate noise. It must create demand, accelerate revenue, and help move deals forward.

Here are six resolutions to shape your strategy for the year ahead. 

1. Prioritize AI visibility. If your brand isn’t showing up in ChatGPT, Gemini, Perplexity and other AI tools, you risk being left out of the considered set. Your PR strategy should prioritize narratives and publications that surface in generative AI answers. Otherwise you’re not designing for how buyers discover B2B tech vendors today.

2. Measure what matters. Align PR tightly to your growth priorities, revenue goals, priority verticals and ICP. And measure accordingly. Ditch vanity metrics and single-source attribution. Tie PR to a variety of KPIs that correlate with revenue and sales, such as sales pipeline influence, AI visibility, personas reached and buyer impact scores. 

3. Make earned media a cornerstone of generative engine optimization (GEO). Brand awareness and third-party credibility are trust signals that influence 70-80% of AI visibility. Earned media shapes what engines “believe” about your brand.

4. Use PR to shorten sales cycles. Consider demand creation logic: What type of story resonates most with someone who’s never heard of you? What narratives build urgency and proof in long, complex evaluation cycles? Drive media coverage that pre-sells trust and arms your sales team with proof points, narratives and stories that move deals forward and don’t just look good in a report.

5. Amplify your media wins. Don’t let fresh coverage sit. Intentionally leverage it across SDR outreach, executive social, ABM campaigns, nurture sequences, paid targeting and more.

6. Own a unique POV. Visibility alone isn’t enough. PR should help you stand out from your competitors and position your company as a category authority, not just another B2B tech vendor in the mix. If your media coverage could just as easily belong to another company in your category, it’s not a strategic enough placement to differentiate your brand. 

Above all: Your PR agency should help shape the strategy, bring fresh and creative thinking, and help you drive real business outcomes, not just execute. 

If PR isn’t influencing demand, discovery, or revenue — and hasn’t evolved with buyer behavior and AI-driven visibility — it may be time for a fresh perspective and a partner built for today’s reality. 

Looking for new ways to elevate your PR in 2026? 

• Read our POV on how to measure PR’s sales impact. 
• Reach out for a complimentary marketing consult to see how we can help you achieve your objectives.