At Midnight, we help responsible B2B brands cut through with PR strategies that win attention, build authority and generate measurable business results.
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B2B PR
Getting Results
As a B2B PR agency with 30 years’ experience, we combine newsroom instincts with digital know-how to put your brand where it matters most.
Get in touch”“Agencies tend to either be strategic or great at dealing with reactive needs and it’s quite rare to find an agency that can excel at both. But Midnight finds that balance, getting their hands around the big strategic issues, while having the agility and result-driven mindset to land the reactive pieces too...”
Carol RheadMarketing & Insight Director, Compass B&I
Quick answer
We deliver B2B PR that gets results. Our campaigns secure high-quality media coverage, position your experts as thought leaders and amplify your story across digital channels.
We connect PR activity directly to business outcomes – from stronger reputations to increased investor value.
What is B2B PR?
Business-to-business PR is about helping companies build trust and authority with decision-makers, investors, partners and talent. Unlike consumer PR, it focuses on complex messages, niche audiences and longer-term relationship building.
At Midnight, we make B2B PR simple: telling stories that resonate, winning credible media attention and aligning campaigns with commercial goals.
Who it’s for
Our B2B PR expertise is trusted by:
- Purpose-led advisory firms (law, accountancy, consultancy)
- Responsible insurers and risk businesses
- People, work & HR technology companies
Sector challenges we solve
- Cutting through jargon to tell clear, human stories
- Proving PR value to senior stakeholders and boards
- Turning complex propositions into media-friendly narratives
- Balancing reputation management with lead generation
- Differentiating in competitive, regulated markets
Results you can expect
- High-quality coverage in trade, national and business media
- Clearer brand positioning and consistent messaging
- Increased brand mentions/citations and stronger search visibility
- Improved share of voice against competitors
- Evaluation that connects PR activity to business metrics
Get in touch
Discover
Define
Deliver
Reflect
Our B2B PR approach
1. Discover
We start by getting to know your business inside out – your objectives, audiences, challenges and opportunities. Through discovery sessions and stakeholder mapping, we uncover what success looks like for you and where PR can make the biggest impact.
2. Define
Next, we shape the strategy. This means identifying your key stories, audiences and media channels, and agreeing clear messages that align with your business goals. We combine story mining, data insight and media mapping to define how your brand should show up – and why it matters.
3. Deliver
We bring your strategy to life through creative, integrated campaigns. From thought leadership and digital PR to news generation and social amplification, we manage delivery end-to-end to ensure consistent, meaningful impact across every channel.
4. Reflect
We measure what matters. Using agreed KPIs, we evaluate coverage quality, share of voice, message pull-through and commercial outcomes. Insights from each campaign feed directly into the next, so we’re always refining for greater effectiveness and value.
Guarantee
Every B2B client benefits from senior strategic involvement throughout – ensuring your campaign stays aligned with both short-term goals and long-term growth
Media landscape
As part of our planning phase, we map your target audience to the media they’re most likely to engage with. For clients who want to position spokespeople as experts, this often means targeting national outlets such as The Times, City A.M., The Telegraph, The Guardian, FT and BBC for newsjacking opportunities.
Alongside this, we research and agree a set of ‘top tier’ trade and sector titles that will be a priority for the campaign – whether that’s Insurance Post, People Management, FMJ or IT Pro. This tailored approach ensures we focus on the platforms that matter most to your potential customers, future talent and stakeholders.
Example story angles
- Turning your proprietary data into headline-making insights
- Linking your expertise to live business or policy debates
- Profiling your leadership team as credible industry voices
Case studies
Howden
Howden has trusted us for 13 years – through multiple acquisitions and a period of remarkable growth that has transformed the business. Having supported their content and thought leadership programme across multiple specialist insurance areas, from cyber risk to employee benefits, we’re now extending that work into a PR campaign, positioning their experts at the centre of key industry conversations.
Read the case study here
Eurest – Compass Group
Eurest wanted to be recognised as the contract caterer that understood people as well as planet – creating workplace restaurants that genuinely support the health, wellbeing and sustainability goals of their clients’ workplaces.
Read the case study here.
Mayo Wynne Baxter
We support Mayo Wynne Baxter with a fast-paced campaign focused on commentary and thought leadership across multiple legal specialisms. We secure regular national coverage across titles such as the BBC and The Guardian, strengthening the firm’s position as a recognised voice.
Read the case study here
”“Midnight consistently secure exceptional coverage for us, from targeted trade titles to national outlets like the BBC, The Guardian and The Telegraph.”
Jemma PagePress Officer, Ampa (Mayo Wynne Baxter)
FAQs
What sectors do you specialise in?
Midnight is the PR agency for the responsible economy, building reputations for businesses changing how people work, how they’re protected and how they’re advised. We work with responsible insurance companies and risk businesses, professional advisory firms and people-focused and HR technology businesses.
Do you guarantee media coverage?
We don’t buy coverage – we earn it. While no PR agency can guarantee headlines, our 30-year track record shows consistent delivery in top-tier business, trade and national titles that matter to your audiences.
What does Digital PR mean?
Digital PR is about getting your brand seen in the right places online. We create stories that land in trusted outlets – from national and business media to specialist trade titles – earning high-quality mentions and backlinks that boost reputation, SEO and AI search visibility. It’s about relevance, authority and credibility, not vanity metrics.
Do you guarantee links?
No – and you should be wary of any agency that claims to. We never buy or promise low-value links from irrelevant sites. Instead, we earn coverage and citations from respected outlets that build long-term reputation and real SEO impact.
What’s more important: backlinks or brand mentions?
Both matter, but brand mentions are increasingly powerful. Research shows they correlate more strongly with AI search visibility than backlinks. That’s why we focus on securing coverage in trusted, relevant outlets where both people and algorithms look for answers. Mentions build authority and trust – the real drivers of lasting visibility.
How much time do we need to commit?
We handle the heavy lifting. Typically, we’ll need a monthly check-in with your marketing or leadership team, plus access to spokespeople for interviews, insights and approvals.
Can you help us create content as well as media relations?
Yes. We develop whitepapers, blogs, thought-leadership articles, and case studies – then amplify them through PR, digital and social channels to extend their reach and impact.
What size of businesses do you work with?
From ambitious SMEs to established corporates, we support B2B brands at every stage of growth. What matters most is the ambition to build visibility, credibility and authority.
How quickly can we get started?
Onboarding usually takes around a month and includes a kick-off workshop and spokespeople interviews. From there, you’ll start seeing activity land quickly, with strategic campaigns building momentum over the following months.
How soon will I see results?
Coverage can land within weeks, but sustainable momentum typically builds over three to six months. Within that time, you’ll see consistent coverage, brand mentions and measurable growth in share of voice and authority.
How do you measure success?
We agree KPIs at the start – from coverage quality and message pull-through to backlinks, share of voice, web traffic and enquiries. Our reporting is clear, transparent and aligned with your business goals.
What do you need from us?
Access to your team, experts and data. We’ll take care of strategy, content and execution – but collaboration helps us uncover the stories that will resonate most.
Key B2B PR services
PR
Strong PR is at the heart of every B2B campaign we run. We turn complex business stories into clear, credible narratives that resonate with your audiences – from clients and investors to media and partners. Our team combines newsroom experience with strategic insight to secure high-quality coverage in national, business and trade titles that build brand trust and authority.
Thought leadership
We help your experts become industry voices. Whether that means developing an editorial campaign, creating original research or producing insight-led content for your marketing and sales teams, our thought leadership work connects expertise with influence. It’s a powerful way to build visibility, reputation and pipeline for B2B brands.
Digital PR
Digital PR brings your brand to life online. We focus on building visibility and credibility across high-authority platforms that support both your reputation and your SEO. Every campaign is designed to earn brand mentions, backlinks and share of voice in the places that matter – from trusted media to AI search and LLMs.
Press office & media relations
We act as an extension of your team – managing your press office, handling journalist requests and securing opportunities for expert comment. With relationships across B2B, trade and national media, we’ll keep your brand front of mind and ensure your reputation is protected and enhanced at every turn.
Click here for more about our press office and media relations service.
Measurement and evaluation
We know that senior teams want clarity, not clutter. That’s why we make measurement simple and relevant – reporting against KPIs that tie PR directly to your business outcomes. From coverage quality and brand sentiment to traffic and conversion metrics, you’ll always see where PR is delivering impact.
Click here for more about our PR measurement and evaluation service.
Media & key message training
When your spokespeople are confident, the results speak for themselves. We offer bespoke training to help senior leaders and subject matter experts deliver interviews and presentations with clarity and confidence. Sessions cover messaging, media handling and delivery for every scenario – from broadcast interviews to panel discussions.
Social media
We use social strategically to amplify your PR campaigns, drive engagement and extend the lifespan of your stories. Whether it’s planning and creating content or managing your channels day-to-day, we’ll help you build a consistent voice and strengthen connections with your audiences across LinkedIn and beyond.
Copywriting and content
Great content is the backbone of great PR. Our experienced copywriters turn technical or data-heavy material into compelling content that informs and persuades. From blogs and whitepapers to award entries and marketing collateral, we ensure every word reinforces your brand’s tone and authority.
Click here for more about our copywriting and content marketing service.
Investor & stakeholder communications
For B2B brands preparing for funding, M&A or market repositioning, we create communications strategies that engage the right stakeholders and build confidence. Our campaigns help you communicate your vision and performance credibly – supporting investor value and long-term growth.
Click here for more about our investor and stakeholder communications service.
Certified B Corp
As a certified B Corp PR agency, we’re committed to using communications as a force for good.
If you’re ready to build your reputation and results the right way, get in touch
Five of the Midnight team celebrating its B Corp certification.
Midnight insights
- How to choose the right B2B PR agency for your business
Read more - How to get your brand mentioned in AI answers
Read on - Measuring the impact of Digital PR (from our Joint MD’s speech at BrightonSEO)
Click here - Why Digital PR, not backlinks, will future proof your SEO in the AI era
Find out more - How to avoid becoming the next PR horror story
Read on
