Insights from PR Consultants Group’s Talking PR Podcast
By Jo Trizila, TrizCom PR & Pitch PR
3/23/2026
PR Consultants Group’s Talking PR podcast continues its exploration of strategic communications with Season 1 Episode 2: Building Successful B2B PR Campaigns. In this episode, Vanessa Wade of Connect the Dots PR, representing Houston, Texas and Judy Kalvin of Kalvin Public Relations, representing New York, New York, share practical insight into what separates activity from impact in B2B public relations.
Throughout the discussion, one principle stood out. B2B PR only works when positioning, messaging and measurable outcomes are aligned.
Quick Takeaways from Talking PR
• Strong positioning must come before tactics.
• B2B PR is not sales. It is strategic influence.
• Earned media builds credibility that paid media cannot replicate.
• Impact is measured by action, not impressions.
• AI search visibility increasingly depends on earned media authority.
What Is the Foundation of a Successful B2B PR Strategy?
Judy Kalvin emphasized a critical starting point. Before launching any campaign, businesses must get their positioning and messaging right.
Small and mid-sized companies often rush into outreach without clarity. They want visibility and quick results. But without clearly defining what sets them apart and how they solve specific audience challenges, tactics fall flat.
Effective B2B PR begins with an outward focus. Who is the audience? What problem do they need solved? Why is this company uniquely qualified to solve it?
Without those answers, no media plan will generate measurable impact.
What Matters More, Awareness or Impact?
Vanessa Wade framed an important distinction. Awareness is visibility. Impact is action.
An experiential agency example illustrates the difference. After launching a creative scratch-and-sniff billboard campaign in New York City, the agency secured media coverage. That awareness translated into impact when celebrity brands reached out requesting similar campaigns.
That is measurable impact.
In B2B public relations, impact may include:
• Qualified inbound inquiries
• Strategic partnerships
• Speaking invitations
• Stronger AI search visibility
• Elevated industry authority
Awareness opens the door. Impact proves value.
What’s the Difference Between Earned, Owned and Sponsored Media?
The episode explored one of the most misunderstood areas of B2B PR.
Earned media is unpaid coverage secured because the story is newsworthy. It carries third-party credibility. Sponsored media is paid placement. Owned media includes channels your organization controls, such as blogs and newsletters.
Here is how they compare:
| Media Type | What It Means | Strategic Value |
| Earned Media | Unpaid third-party coverage | High credibility and authority |
| Sponsored Media | Paid placement or advertorial | Visibility with lower trust |
| Owned Media | Your own content platforms | Amplification and message control |
As Judy explained, earned media functions as third-party endorsement. Sponsored content may generate exposure, but it does not carry the same authority.
The strongest B2B campaigns use earned media as the foundation, then amplify it across owned channels. A single placement can become a LinkedIn article, newsletter feature, website update and sales enablement tool.
Avoiding Common B2B PR Mistakes
One recurring mistake highlighted in the conversation is confusing PR with sales.
Public relations builds credibility and trust. It does not operate as a sales brochure.
Another frequent error is what Judy described as “spray and pray.” This occurs when press releases are blasted indiscriminately to hundreds of contacts without strategic targeting.
Effective B2B PR is curated. It focuses on the right outlets that reach the right audiences.
A niche Substack with 500 highly qualified subscribers may deliver more business impact than a large publication with broad but misaligned readership.
The Changing Media Landscape
Media strategy in B2B communications has evolved dramatically. Traditional outlets remain relevant, but freelancers, newsletters, podcasts and independent platforms now play a significant role.
Reporters change roles frequently. Many operate independently. Relationships matter more than ever.
The most effective strategy begins with a simple question. Where does your audience consume information?
It is no longer about chasing the largest audience. It is about reaching the right one.
B2B PR and AI Search Visibility
The conversation also addressed the growing influence of generative AI in search behavior.
Executives are increasingly asking platforms like ChatGPT, Gemini and Perplexity direct questions such as:
Who are the top brand design agencies in the United States?
What B2B firms specialize in consumer product marketing?
These platforms scrape authoritative sources, especially earned media, to generate responses.
This shift changes how impact is evaluated. It is no longer only about impressions and clicks. It is about whether your company appears in AI-generated answers.
SEO remains important. But generative engine visibility increasingly depends on credible third-party coverage.
Consistent, strategic B2B PR strengthens the likelihood of being surfaced in these environments.
What Should B2B Leaders Expect in 2026?
The media environment will continue to evolve. AI integration will accelerate. Independent journalism platforms will grow. Traditional roles will shift.
What will not change is the need for disciplined positioning.
Businesses cannot be all things to all audiences. They must define their expertise and consistently reinforce it.
PR is not an overnight tactic. It is a sustained strategy that builds authority over time.
Frequently Asked Questions
What is the first step in building a B2B PR strategy?
The first step is defining clear positioning and messaging. Businesses must articulate what differentiates them and how they solve specific challenges before launching media outreach.
How is B2B PR different from B2C PR?
B2B PR typically targets narrower audiences, emphasizes expertise and thought leadership and involves longer decision cycles. Authority and credibility are especially important.
What is measurable impact in B2B public relations?
Measurable impact includes inbound inquiries, partnerships, improved AI search visibility, speaking opportunities and strengthened industry positioning.
Is earned media more valuable than sponsored content?
Earned media generally carries greater credibility because it represents third-party validation. Sponsored content increases exposure but does not offer the same trust level.
How does AI search affect B2B PR strategy?
AI search platforms rely heavily on authoritative content. Companies with strong earned media presence are more likely to appear in generative search results and recommended lists.
Ready to Elevate Your B2B PR Strategy?
Positioning, messaging and measurable outcomes are not optional in today’s communications landscape. They are foundational to growth.
PR Consultants Group is an exclusive nationwide network of senior communications and marketing professionals representing diverse disciplines in every major U.S. market and beyond. Since 2000, members have collaborated to amplify impact for clients by combining national strength with local expertise.
If you are ready to align your positioning with meaningful impact and ensure your organization is visible, credible and discoverable, connect with an experienced PR Consultants Group member in your market.
About Talking PR
Talking PR is the official podcast of PR Consultants Group, an exclusive nationwide network of senior communications and marketing professionals representing diverse disciplines in every major U.S. market and beyond. Since 2000, members have collaborated to amplify impact for clients by combining national strength with local expertise. The podcast features real-world insights from seasoned PR leaders across the country. Learn more at https://www.PR Consultantsgroup.com/
About the Participants:
Judy Kalvin
Kalvin PR works specifically for creative service firms and a variety of trade organizations to get them massive media coverage. Judy specializes in communications programs that help turn unknown (or overlooked) businesses into recognized and influential industry experts. Services include strategy/planning, media relations, content marketing, and event management. For over 20 years, she’s been developing strong relationships with key media and garnering hundreds of placements in print, broadcast, and online media outlets for clients. You can reach Judy at (646) 872-3719 or jkalvin@kalvinpr.com.
Vanessa Wade
Vannessa Wade, often described as an idea oven and problem solver. Vannessa believes in creating impactful dialogue. The world traveler and French Fry lover understands what it means to not solely build a brand but maintain it. You can reach Vannessa at (832) 971-7541 or Vannessa@connectthedotspr.com.
About the Author:
Jo Trizila, Founder & CEO, TrizCom Public Relations
Jo Trizila leads Dallas-based TrizCom PR, an award-winning digital public relations agency she founded in 2008. She has guided integrated PR programs for startups, middlemarket companies and national brands, with deep experience in crisis communications, expert positioning and data-driven media strategy. Jo is also the creator of Pitch PR, a press release distribution company and a frequent speaker on earned media ROI, including sessions at the Earned Media Mastery virtual summit. Connect with Jo at (214) 232-0078 or jo@trizcom.com.