Tech PR Content Marketing: Creating Coverage-Worthy Content
Great PR needs great content. Learn how to create original research, thought leadership, and media assets that journalists want to cover and share.
Why PR and Content Marketing Must Work Together
When PR and content marketing align, they amplify each other's impact—creating a flywheel of coverage, credibility, and demand generation.
Amplification Synergies
Content gives PR teams assets to pitch. PR coverage gives content social proof. Together, they create compounding returns that neither achieves alone.
- Research reports fuel multiple media cycles
- Bylines build executive credibility
- Coverage becomes social proof for lead nurture
- Content supports every stage of the buyer journey
SEO Benefits
PR coverage generates high-quality backlinks. Bylines on industry publications build domain authority. Thought leadership content targets high-intent keywords.
The PR-Content Flywheel
- Create: Original research or insight
- Pitch: Secure media coverage
- Amplify: Share across owned channels
- Repurpose: Create derivative content
- Measure: Track engagement and leads
- Iterate: Use learnings for next piece
Content That Drives Media Coverage
Not all content is PR-worthy. Focus on these formats that journalists actively seek and share.
Original Research
Survey data, industry analysis, and trend reports that provide newsworthy statistics journalists can cite.
- Survey design and execution
- Data analysis and visualization
- Professional report formatting
- Media-ready key findings
Thought Leadership
Bylined articles, op-eds, and contributed content that position executives as industry experts.
- Bylines in trade publications
- Op-eds on industry trends
- LinkedIn long-form posts
- Guest podcast appearances
Visual Content
Infographics, data visualizations, and video content that's highly shareable and easy to embed.
- Infographics with original data
- Interactive data visualizations
- Explainer videos
- Social media graphics
Interactive Content
Tools, calculators, and assessments that provide value and generate ongoing coverage.
- ROI calculators
- Self-assessment tools
- Interactive reports
- Comparison tools
Creating Research That Gets Coverage
Original research is the gold standard of PR content. Here's how to create research that journalists want to cover.
Topic Selection
Choose topics journalists already cover and where you can add new data
Survey Design
Create methodology with credible sample size (300+ for B2B)
Data Analysis
Find surprising findings and quotable statistics
Package & Pitch
Create report, press materials, and targeted media outreach
What Makes Research Newsworthy
- Surprising findings: Challenges assumptions or reveals unexpected trends
- Timely relevance: Ties to current events or industry conversations
- Credible methodology: Sufficient sample size and professional execution
- Shareable stats: Clear, quotable numbers journalists can use
- Visual appeal: Charts and graphics ready for publication
Distribution Strategy
- Exclusive: Offer first look to a Tier 1 outlet
- Embargo: Coordinate multiple stories for launch day
- Broad distribution: Wire service + targeted outreach
- Social campaign: Launch with key findings and quotes
- Ongoing: Pitch angles for weeks after release
Executive Byline Placement
Bylined articles build executive credibility and generate high-quality backlinks. Here's how to get published.
Amplifying PR Content
Creating great content is only half the battle. Distribution determines reach and impact.
Owned Channels
Blog, email, newsroom
Earned Media
Press coverage, bylines
Social Distribution
LinkedIn, Twitter/X
Paid Support
Boost top performers
Owned Channel Tactics
- Publish on company blog with SEO optimization
- Feature in email newsletter
- Add to resources section
- Create landing page for gated content
Social Distribution Tactics
- Executive sharing with personal commentary
- Extract key stats for social graphics
- Tag journalists who might be interested
- Employee amplification program
PR-Content Calendar Alignment
Coordinate PR and content activities for maximum impact throughout the year.
Sample Q1 Content Calendar
Research • Bylines • News Hooks- Industry Predictions Report
- Trends Byline (Forbes)
- CES Commentary
- Survey Field Work
- Best Practices (VB)
- Product Launch PR
- Report Launch
- Research Byline
- Q1 Milestone News
- Monthly LinkedIn Posts
- Rapid Response
- Data Collection
Get Your Content-PR Strategy
Ready to create content that earns media coverage? Our team develops integrated content-PR strategies that drive results.