Here’s how to create B2B PR that promotes itself

Publishing thought leadership in top-tier media isn’t about luck.

It’s about knowing the bar - and exceeding it.

So what are editors actually looking for?

They want substance, not spin.

• A genuinely fresh point of view - not recycled opinions.

• Deep relevance to their audience’s real challenges.

• True expertise -  grounded in experience or backed by data.

• High-quality writing that informs, not sells.

• A human voice -  not a corporate brand.

• Inclusive, multi-format content built for real engagement.

Most B2B brands pitch content that serves their marketing goals.

But media outlets are serving their readers -  and they won’t compromise.

So before you hit send on your next pitch, ask yourself: – Is this original? – Is it valuable? – Is it credible, clear, and genuinely useful?

If the answer is yes, you’re not just increasing your chances of getting published.

You’re building genuine trust with the people who matter most.