In this blog, we build on an insight shared by our Digital Content Manager, Natalia Kaczmarek, in our 2026 predictions article.
We explore:
- The role LinkedIn plays in modern Performance PR, and how it extends the life and impact of PR stories
- What this means for B2B tech brands navigating declining organic reach
- What to expect from our new series, Turn up the volume: LinkedIn as a PR amplifier
There are few phrases more overused in business than ‘circling back’. And few things social media managers dread more than hearing ‘organic reach is declining’. So naturally, that’s where we’re starting!
Circling back to the end of last year, our Digital Content Manager, Natalia Kaczmarek, shared an insight in our 2026 predictions article: engagement beyond your own LinkedIn feed will help to fuel its growth.
But what did she mean by that?
Consistent posting used to be the main driver of visibility. But as the LinkedIn algorithm has shifted away from passive signals like likes and posting frequency, more weight is being given to active participation. For brands, that means thinking beyond your own page and developing a proactive strategy for how you interact elsewhere.
This deserved deeper exploration, so we’re doing exactly that. This is the start of our new content series: Turn up the volume: LinkedIn as a PR amplifier.
With organic reach from company pages continuing to decline, this series will help B2B tech brands understand the role LinkedIn plays within modern PR campaigns, and how to make the social channel work harder for your PR and business goals.
Why LinkedIn matters in Performance PR
To briefly recap, Performance PR is a modern way of doing PR. Yes, it still includes media relations but it now also incorporates social media, creative and content marketing into campaigns. When planned together from the very start, these elements amplify campaign objectives as well as increase visibility, engagement and impact. Crucially, Performance PR is measurable and as a result, more accountable.
So where does LinkedIn fit into all of this?
Earned media, when we land coverage for your brand, is valuable. It builds credibility and authority, but without an amplifier, its impact is limited. We don’t just want stories to land, we want them to travel too. That means we need a vehicle to spread and reinforce those stories.
LinkedIn is that vehicle. And when it has the right driver, it becomes a powerful distribution engine for PR. Optimising how we use it allows stories to go further, reach the right audiences and deliver more lasting value.
Why LinkedIn matters for B2B tech PR
LinkedIn is the primary social media platform where B2B brands and leaders can increase visibility and grow their influence. Many people build followings to help improve their professional reputations, they also use the platform to share their opinions, they engage with others to secure partnerships, and of course, to sell their services.
How you show up on there is how your credibility will be assessed.
The buyers you want to attract, the journalists who you want to cover your brand, the decision-makers you’re looking to network with are all already there. When they use the platform they discover ideas, track companies, follow thought leaders and sense-check who is worth paying attention to.
The different roles LinkedIn plays
LinkedIn allows for different professional voices to be heard, and each one has a different role and contribution to an integrated PR campaign.
Company pages
These are where campaigns and core brand narratives are housed. They give partners, customers and prospects a consistent place to go for updates and it’s where key announcements, reports and brand messages live.
Individual profiles
We can leverage these in PR campaigns for senior leaders, who use their voice and clout to add credibility and context to campaigns and thought leadership content. When senior voices regularly share their insights, comment on industry news or explain what sits behind a story, they help it travel further. Their networks extend reach, but more importantly, they build trust.
Wider employee engagement and advocacy create distributed visibility and scale. When their activity is guided, purposeful and easy to take part in, their posts can extend PR coverage into new audiences and communities. Done well, this turns a single announcement into broad, credible visibility through the people closest to the brand.
And if these three layers – company pages, leaders and employees -work together, they amplify PR stories, messages and narratives.
LinkedIn helps to extend the value of PR assets
PR stories shouldn’t peak on the day they are published, but if they’re not followed up with any kind of amplification, that is exactly what will happen. LinkedIn gives you a second, third and sometimes fourth or fifth chance to peak.
It extends the lifespan of PR stories by allowing them to be reframed, revisited and reinforced over time. Instead of a single moment of attention, stories become part of an ongoing narrative.
So what does this look like in practice?
- A piece of coverage can be reshared with added context from a founder or senior leader. That post gets picked up by someone in your target audience who hadn’t seen the original article, leading to a direct message asking for more detail.
- A single data point from a report becomes a standalone post, framed around a specific industry problem. It sparks debate in the comments, surfaces new use cases and leads to a follow-up conversation with a prospect who sees themselves in the problem you are describing.
- A strong quote from an interview is turned into a short post that invites opinion. A journalist responds. That interaction turns into a conversation, which then becomes a podcast invite or a future media opportunity.
The effect is cumulative. Instead of one spike of attention, your messages land more than once. People start to recognise your themes, your perspective and your point of view.
We see this with clients like Nevion, where we help them to think about their LinkedIn more like a long-term PR asset. We’ve helped them to increase their LinkedIn impressions by 24% year on year, while two long-running content series have generated more than 28,000 and 33,000 impressions – delivering impact well beyond their original publication. Crucially, this growth has been matched by sustained engagement, with total interactions increasing by over 400%, showing that this visibility is resonating too.
LinkedIn adds measurability to PR
LinkedIn is a significant channel for PR teams because it provides visible, real-time signals which we can learn and iterate from. Reach, engagement, comments, shares and profile views all show how stories are landing and where attention is building.
Because LinkedIn activity and metrics can be measured, it means we can connect PR activity to your wider business goals. You can see which posts spark conversations, which conversations lead to meetings and which themes consistently attract the right type of attention, and perhaps interestingly, which angles didn’t resonate quite so well with your target audience.
How LinkedIn helps turn up the volume on PR
That should give you just a small flavour of why LinkedIn plays such a critical role in B2B tech PR. In the rest of this series, we’re going to show just how much coordination sits behind executing this well.
We’ll look at how PR stories really gain momentum on LinkedIn. How the algorithm actually works, how stories are kept moving and how company pages, leaders and employees all play different roles in that process.
We’ll then unpack engagement and the importance of consistency. What limits reach, the mistakes most brands make and why sustainable visibility takes more than just posting regularly.
Finally, we’ll look at our speciality – measurement. How impact can be tracked, what signals you should be looking at and how that insight should be used.
If phrases like ‘declining organic reach’ make you wince, this series is for you. If you’d like to find out more about how Whiteoaks can help you show up and maximise your LinkedIn presence, stay tuned or contact us.
