News Releases in B2B Tech: Why They Matter and How to Do Them Right

When it comes to brand marketing for technical B2B companies, news releases remain one of the most powerful tools in your PR arsenal. But let’s be clear, news releases are not the whole strategy. Used well, they serve as a launchpad for a complete campaign that can drive brand awareness, increase visibility in technical publications, and open the door for contributed articles, editor interest, and even trade show buzz.

In this post, we’ll cover why to use news releases, what makes a topic newsworthy (and what doesn’t), the best timing and frequency for sharing news, and how to get the most value from each release.

Why Use News Releases?

News releases deliver third-party validation and increase your search discoverability across platforms. As AI-generated and company-published content saturates the web, editors and readers alike are turning back to trusted, vetted sources.

This is especially true in the engineering and manufacturing sectors. Recent research confirms that technical audiences are returning to trade and industry publications both online and in print (they rank as the second and third most trusted information sources in the 2025 State of Marketing to Engineers Report), to discover products and validate vendors. A strong news release can put your company in front of these audiences as they're doing their own research.

Goals for a news release revolve around brand marketing. Don’t expect an immediate flood of sales-qualified leads. Instead, think in terms of brand awareness metrics like media coverage and Google and ChatGPT visibility.

What's Newsworthy

(and What's Not)

Fewer topics than you think are actually newsworthy. When we're sitting inside the company, working day after day on projects that take months, they seem incredibly significant -- and they likely are to the company, but they aren't to the mass public. You may be able to cross off ideas on your news list just by looking at the following list:

Newsworthy topics:

• Major product announcements with market impact (breakthroughs that solve longstanding problems)
• Patented or proprietary innovations
• Strategic partnerships or customer wins (especially with big name companies)
• Compliance certifications (ISO, FDA, CE)
• Entry into new vertical or geographic markets
• Data-backed case studies
• Recognition from top-tier outlets (Gartner, Forrester)

Non-newsworthy topics:

• Minor product updates or UI tweaks
• Routine employee hires or anniversaries
• Company picnics or team outings
• Pay-to-play awards or vanity recognitions
• Soft launches with incomplete product readiness

That said, non-newsworthy content can still inspire great contributed articles. For example, a system integrator with limited “news” can still pitch a 1,500-word article on “Top 5 Plant Floor Modernization Strategies” and get published in an automation trade outlet.

What TO Include in a News Release

Looking for a guide on what to include in your news release? Check out our news release template here. 

When and How to Release News

Timing: Avoid releasing news around holidays or on Fridays, as these periods tend to receive less attention. Tuesdays are optimal because people are back in work mode and editors are more likely to engage. Be mindful of European bank holidays and summer slowdowns, which can affect readership and response. Aligning your release with trade shows like Automate or IMTS can significantly boost real-time media coverage and attract more booth traffic.

Frequency: Start with a realistic cadence, such as one release per quarter as a strong baseline or one per month for a "rolling thunder" effect if you have enough material. To enhance continuity and storytelling, consider pairing a product launch with a follow-up customer story or releasing an industry trend analysis followed by a relevant product launch.

Wiring: Use a reputable service like PR Newswire when distributing your press release. The most economical option is to use their state wire, which provides solid reach at a lower cost. If your budget is limited, aim to keep your release under 400 words to avoid word overage fees. Instead, invest those extra dollars in including a high-quality image. Images not only help pique editor interest but also increase your chances of pickup and coverage across media outlets.

How to Maximize Your News Release Impact

Releasing a press release is only step one. To truly unlock its value, build a full PR campaign around it

1. Pitch Relevant Media

• Build a targeted list of 15–30 publications
• Write individualized emails to each editor, sharing your news
• Reference their specific topics of interest and explain the relevance of your announcement

2. Offer Content

Editors are stretched thin. Make sharing your story as easy as possible.

• Offer exclusive interviews
• Share images
• Pitch abstracts for possible contributed articles on topics of interest for their audiences

• Announce your news just before the event
• Mention show name in the subhead
• Include booth number in the release
• Offer interviews at the event in editor pitches
• Prep your SME with a media brief for any secured editor meetings

With the right prep and focus, even a one-person team can run a high-impact PR campaign.

Ready to get started but looking for a guide on what to include in your news release? Check out our news release template here.

Need help building a campaign like this? TREW Marketing specializes in brand marketing and PR for technical B2B companies. Let’s talk.

TREW Marketing partners with engineering and B2B technology companies to elevate their brand, engage their audiences, and generate new opportunities through insightful research and unrivaled industry expertise. Contact us today to learn more about the services we offer.