A strong PR campaign starts with a strategy. Get the strategy right and everything else flows: sharper messaging, more creative campaigns and stronger coverage – with a measurable impact on your business.
Get in touch
Clear, focused
PR strategies that align with your business goals
At Midnight, we’ve been building PR strategies for B2B brands for more than 30 years. We know the right questions to ask, the blind spots to challenge and the opportunities to unearth. Our goal is to make sure your B2B PR strategy underpins your wider business objectives, aligns with your marketing activity and gives you the best possible chance of success.
”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 Group B&I
Quick answer
We create PR strategies for B2B brands that cut through the noise and connect with the right people. From audience mapping and competitor research to campaign planning and measurement, we make sure PR works hand-in-hand with your business strategy.
The outcome is clear direction, targeted activity and results you can measure.
What is PR strategy?
PR strategy is the foundation of all great communications. It’s the process of defining your goals, identifying your audiences, shaping your messages, and planning how and where to share them.
It’s not about scattergun coverage or chasing headlines for the sake of it. A good PR strategy makes sure every piece of activity has a purpose — whether that’s raising awareness, building trust, supporting sales or strengthening your digital reputation.
And in today’s world, PR isn’t only about awareness, though that’s still vital. It plays a key role in the “interest” and “consideration” stages too. When buyers search for your brand, what do they find? Is it just your own channels, or credible third-party endorsement that proves you’re the real deal? That difference can tip the balance when trust is on the line.
Who it’s for
- B2B brands that want PR activity aligned with business and marketing strategy
- Businesses preparing for growth, investment or a change in direction
- Leadership teams that need clarity on audiences, messages and channels
- Companies in competitive markets who need to stand out with limited budgets
- Organisations that want measurable results from PR, not just “noise”
Results you can expect
- A clear roadmap for PR that ties directly to your business goals
- Defined audiences and messages that cut through to the people who matter most
- Campaigns that raise awareness and influence buyer decisions
- A digital footprint that strengthens trust with customers, investors and employees
- Alignment across marketing, comms and leadership teams – everyone on the same page
Get in touch
Briefing
Audience mapping
Campaign planning
Story creation
Tactics & delivery
Measurement
Our PR strategy process
What to expect (our process)
1. Briefing
Tell us your business objectives. Big targets, tough challenges – we want to hear it all. We’ll be open about what’s realistic for your budget and timescales.
2. Audience mapping
We identify and prioritise your audiences, digging deep into who they are and what influences them.
3. Campaign planning
We run a kick-off workshop to align on messages, positioning, objectives and priorities. This is also where we unearth the stories that make your brand stand out.
4. Story creation
We develop narratives that link your messages to the media agenda, industry issues and audience needs.
5. Tactics & delivery
We plan the right mix of proactive media, thought leadership, events, awards and digital activity to bring the strategy to life.
6. Measurement
We agree KPIs upfront and track results throughout, so you can see exactly what your investment is delivering.
Case studies
Thomas Eggar (now Irwin Mitchell)
We developed a PR strategy that boosted the firm’s profile, resulting in frequent national media coverage and a new level of confidence among its spokespeople.
BCIS
We created a communications strategy that positioned BCIS as the independent voice on building costs and carbon, aligning perfectly with its growth and policy goals.
Boundless
During the cost-of-living crisis, our PR strategy helped Boundless stand out as a champion for public sector workers, leading to consistent coverage and increased membership enquiries.
Certified B Corp
We’re proud to be a certified B Corp, which means we put purpose alongside profit. Our PR strategies are built on authenticity, transparency and impact.
The Midnight team celebrating after officially joining the B Corp community in 2024.
B2B PR strategy FAQs
Why do I need a B2B PR strategy?
Without one, PR can feel scattergun. A strategy keeps activity focused on the audiences and goals that matter, so every effort moves you closer to business success.
What if I don’t know my target audience yet?
That’s fine – many businesses don’t. We’ll help you define and prioritise your audiences so your budget is used where it has the most impact.
How long does it take to create a PR strategy?
Typically 4–6 weeks from kick-off to delivery, but it depends on the scale and complexity of your goals.
How do you measure success?
That depends on the goals. We agree KPIs upfront – from coverage quality and share of voice to website traffic, enquiries and SEO impact – and track them in plain English reports.
How does PR strategy fit with marketing strategy?
We see PR as part of the wider mix. We’ll make sure our recommendations align and amplify your marketing plans.
