Category: Articles

In this blog, Hugh Cadman, Senior Content Creator, shares:

  • The growing need for data centre providers to differentiate
  • The role of the explainer video
  • Why creativity isn’t off limits for B2B tech brands

When a co-location or edge cloud provider unveils a new facility or service tier, they will focus on telling a story about why their newly-launched operation stands out from the competition.

With co-location and edge computing set for expansion and increased competition, explaining important points of differentiation simply and succinctly is a necessity. Every provider has story to tell about how its new service or facility is the solution to industry challenges or niche requirements. But the number of voices clamouring for attention is growing all the time.

There are currently an estimated 274 colocation providers in the UK (and 523 data centres) and the market is set to expand significantly at more than 13% compound annual growth up to 2030, according to ResearchandMarkets. Demand is driven by corporate and public sector digitalisation initiatives and the massive growth in AI use among businesses and consumers.

In addition, the rollout of 5G and advanced industrial IoT networks will continue to stimulate the growth of edge workloads – processing data closer to the point of generation or consumption for ultra-low latency. To meet this demand, the edge data centre market is forecast to grow at nearly 19% compound annual growth up to 2030, according to Grand View Research.

 

A gateway to greater detail

With more data centres planned all the time, a provider operating in these markets needs a way to explain to prospects why their site offers faster connectivity, more sustainable processes, or more robust cyber security than the competition. In edge computing, for example, a regional data centre may have significant advantages for nearby businesses compared with larger competitors based close to the main connectivity hubs in the South-East.

Security, hardware maintenance, resilience and sustainability are always high on clients’ lists of concerns, so an explainer video animation must swiftly convey key points, providing a gateway to the greater detail available in slides, datasheets and brochures.

This approach works well as an introduction for the non-IT specialists in a potential client. The people who hold the purse-strings are often unaware of the extent to which data centres differ in the services they offer. Many people who are not involved in IT can too easily see data centres as undifferentiated, featureless, automated bunkers.

 

Creativity in connectivity

A concise animated explainer video developed with the help of a B2B tech PR agency can make all the difference, especially those with in-house creative departments. The addition of a voiceover can support in guiding prospects through the mysteries of each operation – from racks and cabling to uninterruptible power supplies.

Data centre cooling is a hot topic because of electricity and water consumption. An animation provides a quickly-understood explanation of the options and technologies such as hot aisle/cold aisle configurations, adiabatic methods, liquid cooling or renewable energy routing and so on.

Visualising what was previously invisible, an animation can effectively ‘peel away’ the wall of the facility to show what happens inside a data centre – including the hardware, cabling and connectivity.

Connectivity is increasingly critical as a point of differentiation in data centres, offering low latency and ease of data-transmission to other regions of the country or the wider world for specific purposes. But among non-specialists, it is easily overlooked. Concepts such as peering or internet exchanges are poorly understood. An animated video could address this, by for example, using live action to track a data packet’s journey from the server rack to a regional point of presence (PoP) in real time, summarising in a few words what is taking place and why it matters.

A video can sum up how a provider meets specific industry requirements and outline the benefits of superfast fibre and dark fibre. Experienced script-writers and animation teams can describe sophisticated approaches such as SD-WAN and SASE in simple terms, along with their advantages for business performance.

Creativity isn’t limited just because you’re operating in a tech space. Introducing a character to personify your offering can help the target audience understand what goes on inside a data centre, for instance. This approach is memorable, differentiated and can help to explain complex topics in layman’s terms. Such initiatives can be a breath of fresh air which cut through the standard, expected explainer video angle and bring something new to the table.

The value that data centre operators can derive from a short video goes beyond the 90 seconds or so of animation. Having attracted attention to their points of differentiation, data centre providers can draw on the services of a Performance PR agency to develop gated transcripts or Q&A documents which generate and track additional leads and build ongoing sales value. Short and sweet, videos pack a real punch.

To find out more, contact the Whiteoaks team today and for more inspiration view our creative showreel.

In this blog by Sophie King, Associate Director, we look at:

  • Why owned research is valuable for B2B tech brands
  • Maximising research’s reach
  • Three ways to ensure research produces tangible results

In the competitive world of B2B technology, establishing thought leadership and standing out from the crowd is essential. One powerful tool for achieving this is owned research, designed to generate original thought leadership on topics that matter to your audience. It offers brands an opportunity to deliver unique content that resonates, helps build credibility and drives PR efforts.

However, to maximise the impact of owned research, it should be integrated into a wider marketing strategy, and not just seen as a one-off PR exercise. Here’s how B2B technology brands can use owned research effectively and amplify it across their marketing channels.

Why Owned Research is Valuable for B2B Tech Brands

At its core, owned research refers to custom data gathered through a survey, study or report commissioned by your company. Unlike secondary research, owned research allows brands to address specific challenges or trends relevant to their audience, producing data-driven insights that can be used to generate compelling narratives and content that can be used in all manner of different ways.

For B2B tech companies, owned research is a chance to move beyond general industry reports and provide something new that positions you as a thought leader. But while research is a powerful tool, its success depends on how well it’s integrated into your broader marketing strategy. To achieve maximum impact, the findings can underpin everything from press releases to social media campaigns, ensuring your brand is recognised as a credible, authoritative source in its sector.

Here’s our top tips on how to maximise its reach:

  • Repurpose Content Across Platforms: Don’t limit the research to one format. While the classic eBook format has its place as a hero asset within a lead-gen campaign, there’s value in repurposing key findings into blog posts, videos or even podcast episodes. Each channel reaches a different segment of your audience, ensuring your research has broader visibility.
  • Coordinate with PR Outreach: Use the research as a hook for your PR campaigns. Pitch findings to relevant media outlets and industry publications, offering them exclusive insights or commentary on the results. This creates the opportunity for earned media coverage and can establish your brand as an authority.
  • Align with your Event Calendar: Research insights can form the basis of event concepts and messaging, providing you with an powerful differentiator against a sea of other attendees. The data from surveys can be used to fuel panel discussions or speaker slots, letting you engage directly with your audience while reinforcing your thought leadership position.
  • Engage with Influencers: Industry influencers or thought leaders can help amplify your research. Collaborate with them to share the results on social platforms, extending your reach to their networks.

Starting a research project from scratch can feel daunting, so to ensure your research produces tangible results, keep these tips in mind:

1) Plan for Headlines from the Start
It’s important to start the research process with a clear vision of what you want to achieve. Think about the key insights or headlines you want the media to pick up. Without a clear focus, you might end up with a report full of generic data that doesn’t provide value. Consider what your audience cares about and what gaps exist in the industry. This will guide the creation of meaningful research that generates buzz.

2) Get Senior Stakeholder Buy-In Early
Research projects require a significant investment of time and resources. To ensure alignment with broader company objectives, it’s crucial to get buy-in from senior stakeholders early on. Their involvement helps shape the research and ensures that the findings are closely aligned with your strategic goals, increasing the likelihood of long-term impact.

3) Define Success Metrics
Before the research kicks off, define what success looks like. Will you measure media coverage, social media engagement or lead generation? Setting clear KPIs upfront will allow you to track the effectiveness of your research and optimise for better results. For example, metrics like press coverage, social shares or eBook downloads can indicate how well your content is resonating with the target audience.

Turning Research into Results

Owned research is a valuable tool for any B2B technology brand looking to differentiate itself in a crowded market. However, it’s not solely about the research itself – it’s about how you use it. By integrating it into your broader marketing strategy, from PR content and social media posts to hero eBooks and event collateral, you can maximise its impact and create a strong foundation for long-term thought leadership.

By following best practices and setting clear goals from the outset, B2B tech brands can leverage owned research to build credibility, generate PR narratives and drive engagement across multiple touchpoints.

Find out more about some of our work in this area for clients, including a cybersecurity industry report for Bridewell, which saw us generate 697 pieces of coverage, or our integrated research campaign activity for InterSystems, which saw us deliver a full suite of creative assets.

You’re a SaaS brand and you’ve set your eyes on expansion. 

You’re weighing up the risks. Is this the right time? Will the move accelerate your brand? How can you replicate the successes of your initial launch in regions which you are entirely unfamiliar with? 

Well let us reassure you, SaaS growth is on the up and is globally forecast to grow nearly 20% between now and 2032.

India’s market is projected to reach $9.22 billion by 2029, growing at 25% annually and outpacing both the US and Europe. Germany’s sector is expected to hit €16.3 billion this year, building on five years of strong momentum. 

North America still holds the lion’s share, but as you can see from the stats above, the rest of the world is opening up. If overseas expansion is part of your roadmap, then there’s no better time than now, provided it’s done with clarity and conviction. And luckily, Performance PR can help you do that. 

The challenges of expansion

Expanding internationally demands more than switching languages or updating your pricing page. It’s a shift which will reshape how your software is seen, understood and trusted in an entirely new context.

For SaaS brands, this challenge is magnified. You’re often selling a product which relies heavily on perceived value before anyone even sees a demo. 

For starters, there are local expectations to consider. What feels normal and trustworthy in one region might fall flat – or worse – feel tone deaf in another. Buyers want to know what you offer, yes, but they also want to feel like you understand their challenges and realities.

There’s also the balancing act of staying true to your brand. As you adapt your messaging, how do you make sure you don’t lose the distinctive voice and values which set you apart? Compromise too much, and your identity starts to blur. Too little, and you risk coming across as out of touch.

Language is only the beginning. Cultural nuance, preferred channels of communication and even the pace of engagement vary wildly from one market to the next. Content which performs well in the UK might land differently in Germany, and miss the mark entirely in India.

You also need to think about who holds influence – because for software brands like yourself, visibility without credibility means nada. Industry analysts? Media outlets? Events, thought leaders? They aren’t usually the same from region to region. If you don’t know who they are or how to reach them, your story risks going unheard, and no-one taking you seriously.

If these challenges aren’t tackled deliberately, the result is slower traction and weaker impact. The momentum you were counting on never quite materialises. And, once you’ve launched without it, it’s much harder to recover.

This is where a strong Performance PR campaign can give your SaaS brand the edge. It can help you land the launches and enter the markets you’re aiming for with confidence and credibility.

The challenges of launching in new markets 

When you’re entering a new market, it’s easy to focus on the mechanics such as press releases, landing pages and maybe a few events. But step back for a moment and ask: what are we really trying to achieve here?

A successful PR launch should create visibility among the right people. You also want to build credibility with them quickly and speak to them in a way which lands.

Generating attention is great, but your PR should also drive engagement and impact – this could be in the form of traffic, leads, interest from analysts or conversations sparked with future partners. 

However, all of that doesn’t happen by accident.

How Performance PR can help

It starts by understanding exactly what success looks like, and then it builds towards that. 

Every activity is measurable through KPIs – tied to the activities in the campaign – which are aligned with your business goals from day one. 

So therefore every headline, every byline or LinkedIn post should have a clear purpose. The integrated nature of modern PR (which includes media relations, social media, content and creative) amplifies every part of a campaign making it far more likely you’ll hit the business goals.

There’s usually a lot riding on launching into a new market. You want to make sure your spend is actually doing what it should do and giving you a return on investment. 

Fortunately Whiteoaks’ commitment to ‘fixed fees for fixed outcomes’ supports this. We work closely with clients to agree to targets which connect with your overall business objectives and we guarantee that if those agreed targets are not met, you get your money back.

It gives you peace of mind when you’re expected to build recognition fast, win trust in unfamiliar territory and spark demand without the luxury of time.

It also keeps us accountable.

How we measure success of market expansion 

Metrics we’d use to measure market expansion could include: 

  • Growing your share of voice against regional competitors
  • Securing coverage in trusted, influential tech and business media
  • Driving high-quality traffic to localised landing pages
  • Increasing branded search in new geographies
  • Encouraging trials, sign-ups or subscriptions through integrated PR and content touchpoints

 

The Whiteoaks way

As a B2B tech PR agency, we’re part of an international network of trusted partners. This allows us to bring reach and regional insight to your campaigns through specialists who know the nuance of their markets inside out.

Our local partners open doors to analysts, media, events and conversations wherever you’re expanding to. They can help refining tone, reworking content, or selecting the right local channels so your story gets told in the right way but still making sure your brand still feels like your brand.

You’ve no need to handle the coordination across regions. We operate as your lead agency and your one point of contact.  

Every region is measured and tracked, so you know exactly what’s working, where and why.

If you’re a SaaS brand looking to go global, we’ll help you break boundaries, cross borders and land with impact. Find out how we can help. 

In this blog, Hannah Buckley, Head of Content and Service Development, explains:

  • what digital PR is and how it differs from traditional PR
  • the fundamentals of digital PR strategy
  • how digital PR can be used by B2B tech businesses

 

Defining digital PR

Digital PR has become a core part of how B2B tech brands build visibility and credibility online. But what exactly is it, and how does it differ from traditional PR? In short, digital PR is the practice of gaining online coverage, links and engagement through content, media relations and digital-first outreach strategies. It combines the goals of traditional PR with the tactics of SEO and digital marketing.

The result? Campaigns that not only increase brand awareness but also improve search performance and drive relevant traffic to your website.

Ultimately, it’s an essential part of a broader online PR marketing strategy that helps connect your brand with your audience, where they’re already searching.


What does digital PR involve?

A strong digital PR strategy can include:

  • Creating thought leadership content that appeals to your target audience
  • Developing blogs and website content to target high value keywords
  • Pitching stories and insights to online media outlets and journalists
  • Securing coverage with backlinks on high-authority websites
  • Engaging with relevant online communities and influencers
  • Amplifying earned media through social media and email campaigns

As with traditional PR, the focus is on quality, relevance and outcomes, rather than just quantity.


Digital PR vs traditional PR: what’s the difference?

At this point, you may be wondering what exactly the difference is between Performance PR or traditional PR and digital PR. While traditional PR focuses on a mix of online and print or broadcast media, digital PR is entirely geared toward online platforms.

The tactics behind both, however, are similar – strong storytelling, relevant outreach and a clear understanding of your audience.

At Whiteoaks, we see digital PR as complementary to our PR programmes, not competing. Both play a role in building brand visibility and trust. What’s different is the intent and methodology.

Digital PR tends to be backed by keyword research and gap analysis and focuses on increasing online visibility, improving rankings for keywords and driving traffic to your website, with securing backlinks from high authority websites a key goal.

The way we measure it also differs. The focus is on monitoring backlink quality and assessing the influence of the programme on things like search rankings and web traffic.


Why is digital PR important for B2B tech companies?

For B2B tech brands, digital PR plays a key role in building trust and authority in competitive markets.

At the heart of it is ensuring that when your audience searches for solutions, your brand is discoverable and credible.

While Performance PR can do a lot of the leg work in building reputation and credibility, digital PR helps you become discoverable.

By creating keyword optimised content and earning domain authority boosting backlinks, digital PR strategies improve online visibility and direct potential customers to your site.

In short, digital PR helps connect your expertise with the people actively looking for it.


It’s not either, or

When combined with our Performance PR approach, digital PR can help extend your reach, reinforce your messaging and deliver measurable results across platforms – making it an effective B2B PR programme.

For B2B tech businesses, it’s an effective way to turn industry knowledge into real digital outcomes.


Want to start seeing improvements in rankings and referral traffic to your website? Get in touch to find out how our digital PR services can help.

If you’re a fintech brand, you’re probably under no illusions: growth must be profitable, positioning must be perfect and performance must be provable. If you’re feeling the pressure from investors or senior management, it’s because the bar for success just got raised. Here’s the barometer of the highs, lows and rising pressure fintechs are facing right now:

The highs

The UK is the powerhouse of European fintech, pulling in almost half the funding across the EMEA region. In 2024 the UK was also the second largest recipient of fintech investment globally, after the US.

The lows

Unfortunately investment was down in 2024. Globally investment dropped from $113.7 billion in 2023 to $95 billion last year, while in the UK it fell by over 25% from £10.95 billion to £7.97 billion.

This slow down is driven by several factors including rising interest rates, inflation and global economic instability – all of which have made investors more risk averse.

Meanwhile, venture capitalists are also tightening their criteria. They want growth, yes, but not at all costs; they’re also hunting for proof of profitability, stability, resilience – and that your fintech brand is built to last.

The rising pressure

Unfortunately this slow down signals the end of those free-flowing investment days. And it means that as a fintech brand, the pressure’s on: 

  • Pressure to show growth – specifically growth which is sustainable and profitable. 
  • Pressure to differentiate – with funding harder to secure, you need to make sure your brand stands out. 
  • Pressure to maximise budgets and deliver ROI – every outgoing, such as marketing, is under the microscope. 

So let’s get this straight: the brief is to grow profitably, cut through the noise and make sure your comms budget is working hard for you?

It’s a tough brief for sure, but the right fintech PR strategy can help you deliver on all of those fronts. 

The pressure to show sustainable, profitable growth 

The 101 of Performance PR is that campaigns are designed to align with your business objectives.

Every activity or piece of content, like a press release, LinkedIn post or eBook, contributes to achieving your overall business goal. Depending on what that is, the metrics a campaign delivers could be customer signups, leads, improvements in brand consideration or perception change. 

But for a brand looking to scale, the main KPIs of a campaign should be increased visibility, credibility and authenticity. The latter two being the key elements which are going to support that long-term sustainable growth. 

In order to generate visibility, your brand needs a regular stream of strong media coverage to bring the buzz and create hype. 

But those alone are not what investors are looking for. 

As well as being seen, you need to be seen as credible, otherwise you won’t stay memorable for long.

Credibility and authenticity are what turns attention into action, and action into growth. 

Those come through securing coverage in relevant, trusted publications as well as publishing supporting content which demonstrates your expertise – be that blog posts, showcasing your knowledge on a podcast or educational LinkedIn content. 

When people see that you share quality, valuable information time and time again, they begin to trust you. With trust, you’re on their radar. And if you’re on their radar, they come to consider you, and ultimately buy from or invest with you. 

While the formula sounds simple it really does take an experienced toolkit; an in-depth knowledge of the B2B technology space and a team of PR, media, content, social media and creative specialists who have many years executing fintech PR campaigns under their belts. 

And you need the individual expertise of those specialists because Performance PR is multichannel, and when maximised all help to amplify the impact of the coverage. 

B2B tech PR can also help you tell your growth story to your (potential or existing) investors.

It can help you show off your wins such as user growth, revenue milestones and new partnerships and tie them into the bigger fintech trends investors are interested in. 

When you close a funding round, break into a new market or hit a major user milestone, PR can make sure the right people know about it.

The pressure to differentiate

What can you do as a fintech brand to stand out from your competition and cut through the noise? 

How do you show investors your brand is deserving of their cash? 

You must speak directly to your audience’s needs, motivations and pain points. You must use compelling narratives which spark action. You must position your product as the breakthrough solution.

Developing these narratives is where we come in. We create bold, authentic narratives which demand attention. We weave them into thought leadership, visual storytelling and press activity to establish authority, authenticity and dominance wherever your investors, buyers and partners are looking.

How do we measure cutting through the noise? Share of voice (compared to competitors), media coverage, branded search growth, social media engagement rates and of course inbound interest from target investors or partners.

 

The pressure to maximise budgets and deliver ROI

The campaign is over. The results are in. You are called into the office to show what all that fintech PR investment has actually delivered.

But because we align campaigns to your business goals, you can walk in confident, ready to show exactly how PR helped drive growth and how it’s given a return on their investment – whether that’s to senior management or to your investors. 

We stand by our ‘fixed fees for fixed outcomes’ model, giving you complete clarity on costs with no hidden extras or nasty surprises. From day one, we work as your partner, setting clear, agreed targets which align directly with your business goals, all backed by a formal service level agreement. And here’s where our version of B2B tech PR is different: if we don’t deliver on those targets, you get your money back. It’s a model built to give you peace of mind and to hold us fully accountable for delivering the best results.

So don’t worry, that investor presentation will be a breeze to put together. 

If you’re a fintech brand feeling the pressure to show growth, stand out and prove ROI on your marketing budget – then we’ve got your brief. Find out how we can help. 

In this blog by Hannah Buckley, Head of Content and Service Development, we talk about:

  • How to create lasting visibility by combining PR and SEO efforts
  • The importance of SEO strategy
  • The efficiency and measurement gains of integrated strategies

 

For many B2B tech brands, SEO and PR often operate in silos – each delivering their own set of outcomes, but rarely aligning for maximum impact. That separation can be a missed opportunity.

When these two disciplines work hand-in-hand, they amplify each other’s strengths in a way that delivers lasting visibility, stronger performance and measurable results.

PR isn’t just for headlines

Traditionally, PR has been associated with reputation-building, thought leadership and securing coverage in the media outlets that matter to your audience. These goals remain essential.

But when aligned with SEO best practice, PR also plays a role in shaping how your brand appears in search. Media coverage on respected websites can improve how search engines perceive your site, contributing to greater credibility and discoverability.

This shift isn’t about reinventing PR, it’s about extending its value. A well-placed article doesn’t just influence perception; it can also influence where and how a potential buyer finds you in the first place. That’s especially important in B2B, where long buying cycles often start with an online search.

Keywords and credibility

Effective SEO starts with understanding what your audience is searching for. Creating content that targets those terms is crucial, but visibility isn’t just about the right keywords – it’s also about who’s talking about you and where that content lives.

That’s why combining SEO with digital PR adds real value. Strategic content that’s both keyword-optimised and published in the right places supports stronger search rankings and puts your brand in front of the right audiences, at the right time.

Search intent also matters. When PR content aligns with high-intent keywords (those that indicate someone is actively looking for solutions) it becomes a powerful tool for lead generation. You’re not just being seen more; you’re being seen by people who are ready to act.

Integrated strategy, measurable results

Blending SEO and PR creates space for a more joined-up measurement approach. Instead of tracking siloed metrics, you can evaluate progress across keyword rankings, referral traffic, media coverage and search performance – seeing a clearer picture of impact.

It also makes delivery more efficient. One team, one strategy, aligned around a common goal: increasing your visibility in the media and in search results, where prospects are actively looking for solutions.

Measurement also becomes more meaningful when SEO and PR are viewed together.

A spike in referral traffic from a media hit doesn’t just signal PR success, it can also impact metrics like bounce rates, time on page, and even conversion rates if supported by well-structured landing pages. Similarly, improvements in keyword rankings can often be traced back to the credibility gained through external coverage.

Understanding these touchpoints helps demonstrate the cumulative impact of your communications strategy with tangible business outcomes.

Turning powerful stories into lasting digital visibility

Want to ensure your PR and SEO efforts are joined up?

Get in touch to set up a call and find out how Visibility+, our new digital PR service, helps B2B tech brands turn powerful stories into lasting digital visibility, backed by SEO strategy.

We’re one team, delivering two outcomes: visibility in the media and visibility in search.

In this blog, Richard Peters, Senior Content Creator at Whiteoaks, discusses:

  • Why rapid, transparent communication is essential in a crisis
  • How to keep every channel and stakeholder aligned under pressure
  • Practical steps to prepare for – and bounce back from – the next incident

 

Outages, data breaches and cyber-attacks are just some of the critical crises that B2B tech companies can face. In such events, businesses must respond quickly, transparently and effectively to maintain trust and avoid reputational damage.

Delayed or vague responses can lead to speculation and a loss of confidence among customers, employees, investors and the media.

When updates are slow, customers often assume the worst and may take it as a sign to switch to competitors to protect their own operations. For employees, silence or ambiguity may breed rumours and gossip, while thin or delayed statements may leave investors guessing (and worrying) about financial exposure.

And when it comes to the media, if there is a delay in information being shared, there is a danger journalists may fill the gap with leaked material and external commentary, shaping a narrative that the business no longer controls.

In crisis scenarios, preparation is key. That’s why having a crisis communications strategy in place is essential, allowing business leaders to take prompt action to address any eventuality.

Here are three simple steps to follow to maintain reputation and trust during a crisis:

Be armed and ready to take action

Even if the exact nature of the crisis is still being confirmed, it’s important to get ahead of the inevitable speculation.

Pre-prepared statements can be developed to help in such scenarios and tailored to different audiences, typically including customers, employees, partners and the media. Messaging can then be adjusted as more information about the issues comes to light.

This approach allows the business to publish a holding statement inside half an hour, signalling control while facts are still being gathered.

It is something we saw in action with M&S’s handling of its high profile cyber incident which impacted online sales, hiring and logistics for several weeks. M&S’s initial response pointed to a prepared crisis comms strategy which allowed it to put this kind of proactive communication into practice to mitigate the impact on its reputation.

In the absence of an immediate fix, it concentrated on delivering regular updates across all customer touchpoints – on the website, via email and social media – in order to manage uncertainty.

Even a short period of negative news coverage can have far-reaching impacts. Headlines fade but screenshots and search results don’t. If you don’t tackle the issue fast, the story could keep coming back.

Keep every channel aligned

Organisations need to issue clear and coherent messaging to all stakeholders quickly in the event of a crisis.

Internal teams need to be aligned to avoid conflicting statements reaching customers, partners, suppliers and employees, with tailored messaging for different end audiences depending on how they are potentially affected.

But coordinating consistent external messaging can be complex where multiple internal teams are involved. This is where experienced communications specialists can help, providing guidance, driving activity and shaping the messaging.

Their first job is to gather confirmed facts, then craft plain-language statements tailored to each audience. By coordinating timing and content across channels, they reduce confusion and help preserve trust.

Prepare for the next incident

Post-crisis, PR firms can play a key role in supporting brands in telling stakeholders what they’ve fixed, what safeguards are now in position and where they can get support.

Beyond that, they need to make sure they are prepared for the next issue, or incident to happen, as it surely will. Once again, that’s where having a crisis communications strategy in place that enables firms to rapidly initiate a course of action, can be invaluable.

No firm can dodge every attack or controversy, but it can choose how it reacts: silence can scar a reputation, while a swift, candid reply can highlight resilience.

When the worst happens, a plan for fast, clear and open communication must be ready to go. With the right response, even the most challenging situations can be met with clarity and confidence.

Need help putting a watertight crisis‑comms plan in place before the next incident hits? Get in touch with our team today.

In this blog, Natalia Kaczmarek, Digital Content Manager at Whiteoaks, discusses:

  • How AI is being used in B2B tech PR
  • Why AI is a tool and not a replacement for human judgement, creativity and relationships
  • The importance of responsible use and transparency


How many times have you heard about artificial intelligence (AI) this week?

A quick scroll on LinkedIn, a news headline, or even a passing reference in a Netflix drama, conversations about AI are becoming impossible to ignore.

AI may have started in the tech world, but it’s now influencing how B2B businesses across all industries communicate, compete and grow – and public relations (PR) is no exception.

AI in PR is making a measurable impact. However, as PR agencies and in-house PR teams rush to adopt new tools, there’s an important balance to strike.

In B2B tech PR, the value of AI lies in how it supports professionals, not replaces them.

Yes, it can improve efficiency. Yes, it can make data analysis easier.

But strategy, creativity and relationship-building still sit firmly in human hands.

The use cases for AI in public relations

Here are some examples of where AI tools can add value to PR professionals:

#1 In-depth, faster desk research
Research is one of the most common applications of AI in B2B tech PR. In fact, a recent study conducted by PR Week highlighted that three out of four agencies already use AI for this purpose.

By scanning news coverage, summarising long reports and spotting emerging themes across multiple sources, AI helps PR teams get up to speed on new topics quickly and in more depth. It can surface stats, pull quotes from thought leaders and highlight common narratives, saving hours of manual research.

For PR consultants working on complex subjects like cybersecurity, data analytics or cloud infrastructure, tools like ChatGPT and Perplexity can also breakdown technical concepts or compare industry viewpoints. This means teams can spend less time gathering information and more time applying it strategically.

#2 Overcoming writer’s block
We’ve all been there – staring at a blank page, and no matter how hard we try, the ideas just won’t come. This is where AI tools can really help. Whether writers need ideas for a headline or a structure for a blog, AI can help generate outlines or suggest different angles, helping them get unstuck.

AI can be a helpful starting point, but the content still needs to be shaped, checked and edited by a human content specialist. Tone of voice and context still matter, and that’s something AI can’t fully replicate. But when used thoughtfully, AI can help nurture the seed of an idea into something more structured, giving writers a solid base to build on.

#3 Global campaign support
Another common use of AI across PR is transcription and translation. For teams managing multiple interviews, international clients or content that needs to land in more than one language, AI can be a huge time-saver.

Let’s be honest, no one speaks every language. AI tools can help transcribe interviews quickly and provide initial translations of press releases, articles or social posts. These translations aren’t final, but they offer a solid starting point for creating accurate, local-language versions that reflect cultural nuance and tone.

This means faster turnaround across time zones, greater consistency in messaging and more time spent on tailoring content to local relevance, not just getting it out the door.

#4 Media monitoring and reporting
Finally, AI can help PR teams stay on top of coverage, conduct real-time media monitoring and streamline admin tasks.

With tools like Google Alerts often falling short, AI can fill the gap for things like real-time monitoring, competitor tracking and sentiment analysis, scanning the web in real time to show how people are actually talking about a company or issue.

By tracking keywords, coverage patterns and industry conversations, AI helps B2B tech PR teams respond quickly when stories break or sentiment starts to shift.

Where AI won’t replace human PR professionals

There’s no doubt that AI tools in PR are useful. Otherwise, PR professionals wouldn’t be investing in them.

However, not everything in PR can, or should, be handed over to AI algorithms.

For a start, PR is rooted in trust and relationships, and even an AI system running the Matrix wouldn’t be able to replicate human awareness, sensitivity, good judgment and ethics.

Building strong connections with journalists, navigating tough stakeholder conversations, handling a crisis with sensitivity, developing content that balances thought leadership with brand awareness, all of these require judgement, context and emotional intelligence.

The same applies to strategy.

Understanding the correlation between clients’ business and PR goals, interpreting nuance and making informed decisions based on years of experience is where human PR teams still matter most. AI can support the work, but it can’t set the direction.

Creativity too has its limits with AI.

While tools can generate ideas or scan past campaigns for inspiration, they lack the insight to craft a pitch that lands with a specific journalist, or an angle that differentiates a client in a crowded market. After all, AI and ML learn from existing data sets, so originality can be limited.

In B2B tech PR, where technical accuracy and positioning are key, relying too heavily on AI risks eroding credibility.

The real opportunity: support, not substitution

The real opportunity for AI in B2B tech PR lies in its ability to support teams, helping them work faster, smarter and with greater precision.

Used well, AI can automate the heavy lifting, but it needs clear boundaries.

Research still needs validating.

Media outreach still needs the human touch.

Thought leadership content and social media posts need skilled writers to avoid rinse and repeat-style content (please remove that rocket emoji and any mention of a cornerstone…). With LinkedIn as the main platform for B2B tech companies, it’s worth remembering that it prioritises content with originality and authenticity, and penalises anything that feels generic or AI-generated.

AI’s role will grow in PR

AI in B2B tech PR has a clear and growing role, but it’s not a replacement for people, and it shouldn’t be treated as one.

The PR teams seeing the most value are those using AI to strengthen what they already do well.

They’re not automating creativity.

They’re not outsourcing judgement.

They’re applying AI where it makes sense, and keeping people where they matter most.

As AI tools evolve, so will the opportunities. But the foundation of impactful and measurable PR and strong, long-lasting client relationships will remain very much in human hands.

And as AI becomes more embedded in agency workflows, transparency will matter more than ever, helping clients understand how it’s being used and the value it brings to their campaigns.

Find out about the team of experts (not bots!) behind our PR campaigns and get in touch to learn how we can support your business.

 

In this blog, we discuss:

  • the visibility challenges digital infrastructure brands face
  • why traditional PR often falls short in this sector
  • how a performance-focused approach can help

 

There’s a certain irony in working in digital infrastructure.

You’re the engine room of the internet – powering websites, platforms and content; keeping storage, cloud services, networks and data flowing.

You make the digital world work, keeping everyone else online, connected and visible.

And yet… generating visibility for your own brand? That’s more of a challenge.

The digital infrastructure market is crowded. Buyers are sceptical. Sales cycles are long. And your competition are behemoths like AWS, Microsoft and Google.

So how do you cut through?

How do you prove you’re not just another “cloud solution”?

How can you prove – categorically – that PR spend is worth the investment?

Common challenges for digital infrastructure brands 

Do any of these challenges sound familiar? If so, read on. Digital infrastructure brands are among the hundreds of B2B tech brands we’ve worked with for the last 30 years and these are the problems we see most often. 

Struggling to generate visibility and differentiate: Being seen is one thing. Getting noticed is another. Visibility puts you on the radar, but standing out is what makes people pay attention. Your tech might be smarter, faster, more secure but if your message sounds like everyone else’s, it’ll get lost. Buyers are under pressure and short on time so your PR needs to grab attention, outshine the competition and be remembered.

Your buyers have complex buying cycles: Selling into a buying committee is like trying to convince a table full of people to agree on where to eat: the IT lead wants performance; the finance lead wants savings; the compliance officer wants a stress-free audit.

Infrastructure deals take time; they’re high value, involve multiple decision-makers and often drag on for months. With all the internal discussions, questions and delays you need to keep one foot in the room the whole way through. So how do you stay relevant and helpful without being pushy or annoying?

Performance PR can help digital infrastructure brands

It increases visibility through:

  • Press releases which get your news in front of the right journalists.
  • Articles which give your take on the issues your buyers care about.
  • Case studies which prove you can deliver.
  • Videos which bring what you do to life in a way that’s quick, clear and shareable.
  • Award entries show you’re recognised for your solutions and work.
  • Social campaigns which put your message in front of decision-makers where they’re already scrolling.

It can aid complex buying cycles:

PR must support and nurture journeys, not just bring in the leads initially. Therefore there needs to be a drip of communication, with messages delivered clearly, confidently and consistently.

  • PR can keep you visible across a long decision-making process period so you’re not forgotten.
  • It can deliver a steady flow of interviews, thought leadership and media features which can educate and reassure your buyers throughout the process.
  • It can help to secure third-party endorsements e.g. via customer testimonials or mentions in analyst reports which make it easier for buyers to justify their decision internally.

All these PR activities can position your brand as a trustworthy, forward-thinking choice. And earning trust is key, because when buyers are comparing options, the brand they’ve seen offering consistent, valuable insight is the one they’re more likely to pick. And when you tailor messaging to your buyers’ different roles, your sales team can use PR’s useful content and coverage to keep conversations warm – and crucially – moving.

How Performance PR can secure internal buy in

Even if you do, not everyone in your organisation is likely to get what PR does.

To non-marketing teams and senior management, things like “brand awareness” or “engagement” sound fluffy. Instead they’re focused on: leads, deals and revenue. So when you talk about top-of-funnel activity or PR coverage, the first question is often: “What’s the ROI?”

A fair question, but it puts a lot of pressure on professionals like you to prove the value of work which doesn’t always result in conversion overnight.

Have you ever had to justify questions like: 

“How many leads did that article bring in?”

“What’s the value of that podcast appearance?”

“Do we really need to be on that panel?”

Well this is where Performance PR comes in. 

Performance PR is built on measurable KPIs, ensuring every campaign is aligned with your business objectives. By directly linking actions to outcomes, it delivers clear evidence of impact. It ditches vanity metrics and speaks the language the boardroom wants to hear.

It arms you with proof so when leadership asks what PR is doing for the business, you can confidently say: “Let me show you.”

Measuring PR’s impact for digital infrastructure brands

So just what might those numbers and outcomes look like in a Performance PR campaign designed to target these challenges?

Visibility: If PR is helping you to become more visible, you’ll see increased media coverage, search interest, social mentions, website traffic and backlinks.

Complex buying cycles: To measure whether your PR efforts are supporting complex buying cycles, you want to track metrics which show how PR is influencing awareness, trust, education and conversion over time. Are more people searching for your brand, visiting your site or downloading your content after a campaign? Are leads engaging with thought leadership, mentioning articles in sales calls or moving through the funnel faster?

If you’re in digital infrastructure and battling to stand out, drive your pipeline and prove ROI, it’s time for a partner who gets it. That’s where we come in. Find out more about Performance PR and how we do it here at Whiteoaks. Ready when you are.

By Hugh Cadman, Senior Content Creator, Whiteoaks

In this blog we discuss:

  • Leveraging personal branding to extend the reach and impact of a company’s overall brand
  • What we can learn from masters of personal branding, like Richard Branson and Sheryl Sandberg
  • Why personal branding is as much a tool for B2B as it is B2C

 

It’s all about me. Is that essentially what personal branding is about, and does it have any relevance to the world of B2B technology?

Personal branding certainly has a role to play in B2B tech, but it is not about boosting egos. If crafted and shared with thought and precision, the vision and values of founders, owners and business leaders can be hugely influential.

The point to stress here is that personal branding is about extending the reach and impact of the company’s overall brand. When fully integrated into a B2B PR and marketing campaign, personal branding is very rewarding for the individuals concerned – and their companies.

We can learn from high-profile masters of this art, such as Richard Branson, who regularly posts updates on LinkedIn and mixes business-related content with philanthropic causes and personal insights.

Or Sheryl Sandberg, the former COO of Meta, who has such a strong voice on workplace equality with her Lean In initiative. This has helped to burnish her former employer’s progressive credentials.

The face of an organisation

Personal branding should not be about one individual over and above the company. Leaders serve as the face of the organisation, and if their personal profiles are properly crafted but also radiate authenticity, they build the company’s reputation.

Authenticity is a well-worn word, and goes further than a personal vision, values and inspirations. It is also about being honest about risks, disappointments and admitting to the odd bit of vulnerability.

We know that marketing needs to be brand-led and intelligent, engaging audiences more personally where possible. Personal branding, however, is not just about image but also the story behind it.

Individuals investing in their personal brand help to humanise the corporate identity and add a dimension to its values and vision that wider tech audiences can relate to.

It is easy to assume that a focus on the personal is best suited to consumer-facing companies, but it can have significant impact in the highly-competitive world of digital technology.

Building trust and visibility

Performance PR-led campaigns can incorporate personal branding strategies for key leaders behind a tech brand, moving them further forward on the public stage. Using expertly crafted, highly-targeted content on social media, personal brands provide an entry point, building trust, visibility and drawing in potential clients and investors who resonate with their expertise.

Trust is always important for ambitious tech brands that need a higher profile. If audiences feel they can trust the individuals running a company, that is a substantial advantage.

We should remember that personal branding goes beyond social media posts or videos shot in a suspiciously pristine kitchen. In B2B tech PR there are many opportunities for amplification.

Alongside insights that are original and captivating, key leaders can share thought leadership articles, snappy blogs and informative whitepapers from the corporate brand to further build credibility. PR experts can work with these stakeholders to devise a consistent schedule for posting relevant content on social media channels.

Content is what attracts the right audience, and if personal branding initiatives use cliché after cliché, then they are not going to convince anyone.

Working hard to establish trust and credibility by focusing on the right content with the right language is very important. It is also vital not to sacrifice quality for quantity. Business leaders who have something to say about everything tend not to do their brands many favours.

With key leaders taking steps to build a personal brand and develop a community of followers, businesses have a highly valuable, additional tool that increases the power of their corporate brand with target audiences, enabling them to amplify their presence on all channels and ultimately drive sales.

Get in touch to find out how we can help you build your personal brand and in doing so increase the visibility of your business.