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.
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.
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:
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.
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.
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.
The most effective comms strategies don’t choose between media relations and digital marketing—they integrate both to maximize reach and credibility.
By combining earned media with digital strategies, brands can reinforce their expertise, reach wider audiences, and remain top-of-mind in their industry.
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.
Becoming an influential industry voice isn’t just about visibility—it’s about leading discussions, driving innovation, and building long-term credibility.
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.