Media relations for tech and B2B brands is not about blasting press releases. You need stories that matter to the right journalists, clear spokespeople and a consistent presence in the outlets your buyers and stakeholders actually read. Archetype APAC helps technology and B2B organisations build strong media relationships, secure meaningful coverage and manage their reputation across Australia and the wider region.
We combine sector expertise with disciplined planning so media activity supports your narrative, commercial priorities and stakeholder goals, not just volume of mentions.
Why media relations needs a specialist approach in tech and B2B
In tech and B2B, the media landscape spans business, technology, verticals, financial and policy focused outlets, plus analysts and influential newsletters. Journalists are stretched, sceptical and wary of hype.
As a specialist media relations partner for tech and B2B brands we:
- Understand how complex products, platforms and services fit into wider business and policy stories
- Match your narrative to the interests of specific beats, outlets and journalists
- Balance corporate, product, customer and ecosystem stories across a clear pipeline
- Coordinate with content, digital and PR activity so media work amplifies your wider programme
This leads to fewer, better stories that deliver more value over time.
Who we work with
We partner with organisations where media presence shapes reputation, demand and trust, including:
- Enterprise software and SaaS providers
- Cloud, data, AI and infrastructure companies
- Fintech and financial services institutions
- Cybersecurity and risk management firms
- Climate tech and sustainability focused organisations
- International organisations, multilaterals and NGOs
We work with global brands active in Australia, regional hubs in APAC and local leaders who need to raise or refine their profile.
Story development and news pipeline
Effective media relations starts long before you pitch. We help you build a structured, realistic pipeline of stories that align with your strategy and the news agenda.
Our work includes:
- Media narrative and themes
Defining the issues, angles and proof points that link your brand to broader market and societal conversations. - Story mining workshops
Working with your leaders, product, sales and regional teams to uncover stories, data and customer examples that can support coverage. - News and content calendar
Planning announcements, insights and opinion pieces around product, corporate and campaign milestones, with flexibility for reactive moments.
This ensures you have a steady flow of relevant, credible stories rather than last minute scrambles for news.
Proactive and reactive media engagement
Strong media relationships are built on relevance, reliability and respect for journalists’ time. We focus on the quality of each interaction.
Typical support includes:
- Media list development and refinement
Building and maintaining targeted lists based on beat, interest and past interactions, rather than generic mass lists. - Tailored pitching and outreach
Crafting pitches that are specific to each outlet and journalist, with clear value and supporting materials. - Briefings, interviews and roundtables
Securing and managing one to one and group conversations that move relationships and stories forward. - Issues and reactive opportunities
Identifying moments where your spokespeople can add real value to ongoing stories, and responding quickly with thoughtful commentary.
We handle the detail of outreach, follow up and logistics so your teams can focus on substance.
Spokesperson preparation and support
Media engagement is only as strong as the people who show up. We help spokespeople feel prepared, on message and comfortable, whether they are giving a quick comment or an in depth interview.
Our support covers:
- Message and Q and A preparation
Developing clear talking points, proof points and responses to likely questions, tailored to each opportunity. - Briefing packs and context
Providing background on outlets, journalists, format and audience so spokespeople know what to expect. - On the day support
Joining briefings where appropriate, capturing feedback and advising on follow up.
For deeper skills building we often combine this with dedicated media training so spokespeople can practise in realistic conditions.
Media materials and content
Journalists need clear, concise information they can trust. We create media materials that respect their time and support accurate reporting.
This often includes:
- Media releases and statements
Focused, factual and jargon free materials that explain what is new, why it matters and who it affects. - Backgrounders and fact sheets
Context and technical detail in usable formats that support deeper coverage. - Media kits and press rooms
Curated assets such as bios, photos, logos, timelines and case studies that make it easier to cover your organisation correctly.
We align these materials with your wider narrative and ensure they are kept up to date across channels.
Measurement and insight
Media relations should be measured on more than article count. We focus on what coverage does for your reputation, influence and commercial agenda.
Our approach includes:
- Coverage quality analysis
Assessing message pull through, sentiment, prominence, outlet relevance and share of voice compared with peers. - Theme and narrative tracking
Monitoring how key issues and narratives evolve over time and where your brand appears within them. - Insight for future planning
Feeding learning back into story development, spokesperson focus and channel mix.
Reporting is designed to be useful for both day to day teams and senior stakeholders.
How media relations connects with your wider programme
Media relations is most effective when it is integrated with your broader communications and marketing activity. At Archetype APAC it sits alongside our Strategic communications and PR, B2B tech PR, Content and thought leadership and Digital and ABM services.
That means:
- Media insights inform your narratives, content themes and campaign ideas
- Owned and paid channels amplify the stories you land in earned media
- Coverage and commentary are repurposed for sales, partners and internal audiences
You get a media programme that contributes to reputation and pipeline, not a separate stream of activity.
How we work with your team
We can operate as your lead media relations agency in Australia, or as part of a wider agency mix with clear roles across markets and disciplines.
Typical engagement models include:
- Ongoing media relations support
Continuous story development, outreach, relationship management and reporting. - Campaign and announcement support
Project based work around specific launches, reports, events or reputation shifts. - Audit and reset
Reviewing your current media presence, relationships and processes, then recommending and piloting a new approach.
We integrate with your existing processes, tools and approvals, and are used to collaborating with global teams and local spokespeople.
Talk to us about media relations for your brand
Whether you are building a media presence in Australia, needing to refresh existing relationships or preparing for a new phase of growth, we can help.
Ready to strengthen your media relationships and coverage? Contact the Archetype APAC team to discuss your goals and how a focused media relations programme can support them.