Your starting situation
The right PR approach depends on what is changing for your company and your market. These three tasks require different topics and formats.
When entering a market or launching a new category, the first question is what it means for the market. We work out what change your offering makes possible, for whom it is relevant, and what information editorial teams need for it.
Technical news does not automatically become a story. We examine hooks, evidence, and media selection: What is externally relevant, which questions remain open, and which editorial team is actually covering the topic?
Your experts can assess developments, but their perspective rarely reaches the public. For articles, interviews, and background discussions, you need a clearly defined topic and statements that go beyond your own product description.
A product feature describes what a solution can do. A PR topic explains what consequences this has for users, companies, or the market. That is why we review core messages, technical evidence, and current developments before selecting formats. Trade media, business press, and other audiences require different perspectives on the same technology.
The following publications show different topics and media contexts of our clients. What matters is the professional perspective that makes a topic interesting beyond one's own product communication. The linked articles are concrete media examples; their reach alone does not yet describe any business impact.
BauWatch · WirtschaftsWoche
The headline links the security question to the development of construction crime. It illustrates a thematic approach that goes beyond individual product features: Which risks are changing, and what significance do they have for companies?
Mindbreeze · Tagesspiegel Background
A professional perspective on digital sovereignty creates a different occasion for conversation than a product announcement. The example illustrates expert positioning in a technological debate. Mindbreeze also cites the article in its own media coverage.
The core of our B2B PR work includes topic strategy, specialist content, and targeted outreach to relevant editorial teams. Depending on the task, we prepare specialist articles, expert contributions, user reports, or background discussions. Positioning your management as an expert voice can be a key focus. Which tasks are included is defined in the scope of services.
01
We review your existing messaging, prioritize topics, and identify suitable media and editorial contacts. What matters is which messages resonate externally and what evidence is available to support them.
Work result: Agreed core messages, prioritized topics, and a basis for media outreach.
02
We prepare technically sound content and approach editorial teams with a concrete hook. Expert articles, interviews, and background discussions are based on the topic and communication objective.
Work result: Prepared content and targeted media outreach. Publications remain editorial decisions.
03
We look at the coverage and the feedback on topics. From this we derive further content and suitable formats. Published perspectives can also be reused for our own communication.
Work result: A traceable evaluation and next topic priorities instead of a mere distribution statistic.
Subject-matter contacts, reliable information and an agreed approval process help to prepare topics quickly and correctly. For user reports, the usable customer information must be clarified. We agree on the effort and the distribution of tasks based on the specific scope of services.
A good technical article provides more than one occasion for media relations. The topics covered in it can also be used for your website, LinkedIn, and sales conversations. A technical explanation, for example, becomes a helpful website article; an expert perspective provides the starting point for a LinkedIn post. Together with you, we plan which PR topics we will take up and expand on through additional channels. In this way, media relations and B2B content marketing complement each other – and your expertise becomes visible at various touchpoints.
PR can also contribute to your visibility in AI search systems. Editorial publications show outside your own website what your company does and what your experts stand for. They create additional sources that AI systems can draw on for relevant questions. To this end, we develop professionally well-founded topics that answer relevant questions from your target audiences and are suitable for coverage in appropriate media.
Stephanie
Marketing Director
For example with Stephanie: she advises and manages our PR and social campaigns. For strategic consulting, a senior consultant is available as a sparring partner. We prepare technical content and media interviews together with your internal experts and coordinate statements and approvals with your team.
Industry understanding is demonstrated by the questions we ask: What problem does your communication need to solve, who should understand it, and what technical evidence makes your statement credible? Across our four focus areas, these tasks differ significantly.
How does a product feature become a topic about business value?
A new interface is relevant for an IT team. For an editorial team, it becomes interesting when it becomes clear what work it can ease or what risks it can reduce. We place such features in the context of concrete tasks – such as end-to-end data flows, better decisions, or secure processes – and examine what evidence your experts can provide.
How does an improvement that is barely visible from the outside become interesting?
A new control system or an advanced component initially seems unspectacular. What matters is which requirement changes in production: for example, less downtime, easier maintenance, or a more precise manufacturing process. We work out these connections together with your technical contacts and make them understandable in trade articles or user reports. Performance data and real-world evidence must support the statements.
How do you position a solution in a debate without promising more sustainability than can be substantiated?
In energy, the circular economy, and mobility, technical solutions meet regulatory requirements and economic interests. We clarify what concrete contribution your solution can make and which data, limits, or framework conditions are relevant for this. From this, we develop robust perspectives for the professional debate – with verifiable statements instead of blanket sustainability promises.
How does a technical optimization topic reach the right decision-makers?
An automation solution affects IT, procurement, and operational business in different ways. For communication, we therefore clarify which specific problem you are solving: for example, handovers between systems, bottlenecks in material flow, or capacity planning. We align trade articles, user reports, and media outreach with these tasks and select the specialized trade media in which logistics managers look for corresponding approaches.
We assess which media outlets report, how key statements are reproduced, and whether the coverage conveys relevant perspectives on your company. Depending on the assignment, we look at clippings, media reach, and share of voice – the proportion of your media presence compared with the competition. Potential media reach is not the same as the number of people actually reached. Visibility in AI search systems is considered separately from this.
Prerequisites for collaboration
A collaboration with EPOS makes sense if you want to position a B2B offering in the market that requires explanation, make technical expertise visible, or achieve more relevant media coverage with existing topics.
To do this, we need reliable information and access to the people who can explain your technology and its application. Technical review and approvals must also be possible. Concrete user experience, verifiable data, or a well-founded perspective on developments in your industry provide good prerequisites. We assess which topics work for suitable editorial teams and how they support your communication goals.
Tell us what you want to achieve communicatively and which topics are already available. In the first conversation, we clarify the initial situation, the relevant target groups, and whether collaboration with EPOS makes sense. This determines the next step.
Discuss PR potentialYour decision-making questions
What services does EPOS's B2B PR work include?
The core includes developing a topic strategy, preparing technical content, and specifically approaching relevant editorial teams. Depending on the communication goal, trade articles, user reports, expert interviews, or background discussions are used. Positioning your management can be a focus. Links with LinkedIn, content marketing, and GEO are complementary options. Which services are included must be clearly specified in the contract.
Do we need new product announcements on an ongoing basis for PR?
No. User experiences, professionally substantiated assessments, and changes in the market can also be suitable PR topics. What matters is what an editorial team and its readers learn from them: for example, what consequences a technology has for operational processes or how companies can deal with an industry development. Product features alone are often not enough for this. EPOS examines the potential hook and the available evidence.
What information and involvement does EPOS need from our team?
We need reliable information about your offering, the applications, and the statements you can publicly stand behind. Subject matter experts help to assess technical details and answer follow-up questions. For customer case studies, the usable customer information must also be clarified. An agreed approval process ensures that content can be technically reviewed and cleared for publication. Existing presentations, studies, or technical articles can support the topic work.
When can we expect initial results?
We aim for the first solid clippings in relevant industry media after three months. This is a goal, not a fixed publication deadline: topic relevance, editorial planning, and approvals influence the timing. Before that, the foundations of media relations are established, such as key messages, topic planning, and prepared specialist content. These work results can be assessed independently of a publication. The specific scope and publication goals must be distinguished in the assignment.
How do you assess the quality and impact of PR work?
We look at the number and quality of publications, media reach and share of voice, i.e. the share of your media presence compared with the competition. Quality includes whether relevant media outlets report and convey key statements in an understandable way. Potential reach should not be equated with the number of people actually reached. We consider visibility in AI search systems separately; a mention in the media does not guarantee a citation or recommendation there.
What does a B2B PR agency cost?
Reasonable budgets for ongoing B2B PR typically start at 2,500 to 5,000 euros per month. What matters is not just the amount, but the scope of services included: topic strategy, content creation, targeted media outreach, and reporting must be clearly defined. For integrated programs with PR, LinkedIn, and GEO, a larger framework makes sense. You can find a detailed overview in our article on costs of a PR agency for B2B companies.
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