Why media relations in B2B Trade PR are more essential than ever in a digital-first world

In an era dominated by digital marketing, lead generation funnels, LinkedIn campaigns, and hyper-targeted ads, many companies are questioning whether traditional media relations in B2B trade PR—be it online or print—still hold value.

The short answer? Absolutely.  

While digital marketing strategies are indispensable, they can’t replace the trust, credibility, and authority that strong media relations bring—especially in highly specialized industries such as food & beverage (F&B) ingredients, food technology, and packaging. In fact, earned media is one of the most powerful assets a company can have—not only for brand visibility but also for thought leadership, employer branding, and industry influence. 

Third-Party validation: A must for complex B2B industries  

For industries dealing with highly technical topics like functional ingredients, food science, and processing technologies, credibility is everything. Unlike digital advertising, where companies control their own messaging, earned media coverage in respected trade publications provides independent validation, which holds significantly more weight in the eyes of decision-makers. 

In the F&B ingredients and technology space, businesses communicate with R&D experts, regulatory professionals, and technical buyers—audiences that prioritize factual accuracy, regulatory compliance, and scientific credibilityover sales-driven messages. A well-researched feature, interview, or expert statement in a leading trade publication lends authority and long-term value—far beyond the lifespan of a single digital campaign. 

Thought Leadership: Becoming an influential voice in your industry  

PR is no longer just about press releases—it’s about owning the conversations that matter. 

Strategic media relations help businesses position key executives, scientists, and industry experts as thought leaders, shaping critical discussions on emerging trends, challenges, and innovations. This can take multiple formats: 

• Exclusive interviews in respected trade magazines or industry websites 

• Bylined articles that offer expert opinions and deep insights into key issues 

• CEO or expert commentary on industry trends, regulations, and disruptions 

• Opinion pieces that challenge conventional thinking and offer new perspectives 

For example, if food safety regulations are changing, or new sustainability laws are impacting supply chains, being one of the first to provide expert insights makes your brand a go-to resource for industry professionals, journalists, and potential clients. 

Thought leadership campaigns can also enhance employer branding, showcasing a company’s expertise, culture, and values—helping attract top talent and reinforcing credibility as a trusted supplier in the industry. 

Visibility beyond digital: Why print still matters 

So, does anyone still read print? Yes—and in B2B trade PR, print remains a niche powerhouse. 

Many industry decision-makers still rely on curated, high-quality trade publications to stay updated on market trends, scientific advancements, and regulatory updates. 

• Print publications carry a sense of permanence and credibility that fleeting digital content often lacks. 

• Many executives still prefer reading physical magazines rather than scrolling through online articles. 

• Complex topics often require more in-depth analysis—something print features and long-form articles provide better than quick online snippets. 

A well-placed feature in a respected magazine can remain influential over longer time periods—compared to a social media post that vanishes in hours. 

Leveraging media relations for maximum impact  

The most effective comms strategies don’t choose between media relations and digital marketing—they integrate both to maximize reach and credibility. 

• A trade publication feature can be repurposed for social media, lead nurturing emails, and content marketing. 

• Quotes from industry journalists can be used as testimonials for credibility. 

• A CEO’s interview in an industry magazine can be amplified through LinkedIn posts, webinars, and speaking engagements. 

By combining earned media with digital strategies, brands can reinforce their expertise, reach wider audiences, and remain top-of-mind in their industry. 

Transparency and trust: Why media relations strengthen brand reputation 

In today’s competitive environment, customers and partners want to work with brands they can trust. Being consistently present in industry media—commenting on regulatory changes, discussing sustainability challenges, or addressing supply chain issues— shows transparency and commitment to industry progress. 

• A trusted supplier is one that communicates openly about its practices, innovations, and challenges. 

• A strong media presence boosts employer branding, making companies more attractive to top talent. 

• Being visible in the right media channels ensures that your brand is part of the industry’s most important conversations. 

Becoming an influential industry voice isn’t just about visibility—it’s about leading discussions, driving innovation, and building long-term credibility. 

Why forward-thinking B2B companies should invest in media relations 

For F&B ingredients, food tech, and packaging companies, expert-driven, science-backed communication has never been more crucial. 

Customers, employees, and stakeholders value transparency, expertise, and industry leadership—and media relations remain one of the best ways to build that trust. 

While digital marketing evolves, earned media remains a cornerstone of credibility—offering depth, authority, and long-term impact in ways that digital-first strategies alone cannot achieve. 

Are you making the most of earned media to gain thought leadership? Let’s talk about how strategic media relations can elevate your brand visibility, industry influence, and reputation in a highly competitive market.