Why PR is a Critical Issue for Businesses

By Louise Wells, Managing Director, Bubble Agency

In a crowded, noisy marketplace, having a great product or service is not enough. If no one knows you exist – or worse, if they do not understand what you do – you are in trouble. That is why PR is not optional; it is essential. Yet, many B2B companies treat PR like an optional extra. A “nice to have.” Something you fire up before a trade show or ahead of a product launch, then forget about for six months. That is like watering a plant once a year and wondering why it doesn’t grow. This mindset is outdated. Strategic PR is essential to driving brand reputation, credibility, lead generation, and long-term growth.

At Bubble, we work across sectors where trust and visibility are everything – Physical Security, Media Technology, Pro AV, and Sports Technology. In these industries, PR is not just a support function; it is a strategic tool, and here is why it matters:

1. Reputation Is Not Built by Accident

Your reputation is one of your most valuable business assets. It takes years to build and only moments to damage. Managing it requires expertise, forward planning, and a sector-specific approach. A one-size-fits-all strategy doesn’t cut it, especially in the technology sectors we represent, where trust, credibility, and authority are everything.

One of the most critical, yet often overlooked, aspects of reputation management is crisis communications. Too often, brands only think about crisis planning and engage with an expert agency once a problem has already hit. Whether it is handling communications around a staff mishap or navigating a complex issue like patent infringement, the brands that emerge strongest are those that have prepared in advance. Scenario planning led by experts, along with a well-rehearsed crisis playbook, enables comms teams to respond, not react. A measured, confident response can be the difference between a short-term issue and lasting reputational damage.

2. Internal Comms Should Not Be an Afterthought

PR is not just about external messaging; internal communications play a critical role in shaping company culture and keeping your team aligned, informed, and engaged, especially during periods of growth or change. Your employees are your most credible brand advocates, but only if they feel connected to the business. Regular, transparent updates on company plans and initiatives help foster trust, build a sense of ownership, and strengthen retention. Think of internal comms as PR for the people who already like you. When done right, it turns employees into ambassadors who actively champion your brand from the inside out.

3. Trade Show ROI Depends on Strategic PR

Trade shows are a major investment of time, money, and resources. When approached strategically, they can enhance visibility, strengthen industry relationships, and generate valuable leads. But turning up with a stand and some brochures is not enough. Without a focused pre-show and on-site PR strategy that includes ensuring preview issues are maximised, customers have been secured to speak on the company’s behalf, and a news agenda is planned, businesses risk missing opportunities to elevate their brand and influence the conversation.

Over the past 20 years, we have supported clients with PR outreach at major industry events including ISE and InfoComm (Pro AV), ISC West, GSX and IFSEC (Physical Security), NAB, CABSAT, MPTS and IBC (Media Technology), and the International Sports Convention, SportsPro, SBL, and Sportel (Sports Technology). From this experience, one thing is clear: brands that plan ahead and engage press and analysts early build stronger visibility before the doors even open, creating buzz that drives attendees to want to pre-book a meeting or actively seek them out at the show.

Experience has also taught us that a deep understanding of these shows gives us the advantage of knowing which ancillary events and networking opportunities our clients should prioritise attending to uncover additional new business opportunities.

4. Effective Media and Analyst Relations Is About Getting the Right Coverage

Getting media and analyst coverage is good. Getting the right coverage in outlets that C-suite executives read and want to be seen in, and where a company’s prospects, partners, and peers will notice, delivers far more effective ROI.

Specialist PR teams know which outlets matter, how to pitch them, and how to tailor messaging for each audience. They are also attuned to sectors where the media landscape is evolving and where closer relationships are needed to secure attention and coverage. Additionally, when new outlets emerge, specialists are already aware and ready to engage.

Furthermore, specialists understand that media and analysts in different regions have different needs, and that successful pitching is not about sending mass emails and hoping for the best—it is about cultivating long-standing relationships with media contacts that have been built over years.

Having a specialist in your corner can be invaluable if a spokesperson is ever misquoted or incorrect information is printed about a company; they can ensure the situation is managed in the best way possible.

5. Thought Leadership Builds Trust at Scale

Being seen as an expert in your field is a powerful brand asset. But thought leadership is not just about publishing opinion pieces, it is about knowing what the industry is talking about, contributing meaningfully to that conversation, and securing placements in outlets that are read by the audiences you desire to sell to. It takes research, relevance, relationships with the media, and, most importantly, engaging content that people want to read to be a successful industry thought leader. Once published, this content becomes a valuable asset that can also be leveraged across the executive’s social media profile.

6. PR Builds Confidence with Investors and Stakeholders

In today’s investment landscape, visibility equals credibility. Whether you are backed by venture capital or reporting to a board, regular media presence shows momentum, leadership, and market relevance. A well-executed PR strategy helps you stay top of mind with the people whose confidence matters most. Skip the PR, and you risk looking like a ghost company. And that’s the last thing you want when you need funding.

7. PR Supercharges Your Marketing Efforts

Marketing shapes the message. PR gives it reach and credibility. When the two work in sync, they create a strategic, consistent narrative that truly resonates with your audience. For PR to be effective, it must be treated as a long-term investment, not a one-off activity, with clear, measurable KPIs built into the plan. Regional nuances also matter. Aligning PR and marketing across markets ensures greater impact, especially when guided by specialists who understand local dynamics and can tailor strategies accordingly.

8. Digital PR: Because Google Is Everyone’s First Impression

Your online presence is often a prospect’s first impression. PR should work hand-in-hand with digital strategy to ensure your brand story is consistent across every platform – whether that is a feature article, a CEO post on LinkedIn, or a video shared with your technical audience. Navigating digital PR means understanding where your audience lives and what kind of content will engage them there.

Today’s landscape of large language models (LLMs), such as Perplexity, ChatGPT, and Claude, which can trawl the web and generate summaries about brands and products, means that marketing teams must ensure their digital content is accurate and up-to-date. This helps prevent the spread of misinformation and ensures that information about their brand is sourced from reliable and trusted platforms. Navigating this with specialist marketers who understand how these platforms work removes the burden.

The Bottom Line

PR is not an add-on; it is a core part of how your business builds visibility, credibility, and trust. Whether you are preparing for a major product launch, a key industry event, or simply want to raise your profile in a crowded market, consistent, strategic PR makes a measurable impact. Partnering with a specialist agency means you get more than coverage, you get a communications engine that supports long-term business success.