--- title: The Old B2B PR Playbook doesn't work anymore description: Discover why trade media, often overlooked in PR, is a crucial element for business success. Learn more about its impact and importance in our latest article. image: https://www.thinkinkpr.com/hubfs/THINKINK%20-%20Thumbnail%20Image%20for%20Infographic%20-%20%20Weird%20Media%20%232%2020250908%20HW.png --- [![THINKINK](https://www.thinkinkpr.com/hs-fs/hubfs/Black%20transparent%20logo%20thin%201901.png?width=150&height=51&name=Black%20transparent%20logo%20thin%201901.png "THINKINK")](https://www.thinkinkpr.com) - [Who We Are](https://www.thinkinkpr.com/who-we-are) - [What We Do](https://www.thinkinkpr.com/what-we-do) - [Think](https://www.thinkinkpr.com/what-we-do#think) - [Plan](https://www.thinkinkpr.com/what-we-do#plan) - [Do](https://www.thinkinkpr.com/what-we-do#do) - [Research](https://www.thinkinkpr.com/market-intelligence-research-services) - Industries - [Aviation](https://www.thinkinkpr.com/industries/aviation) - [Loyalty](https://www.thinkinkpr.com/industries/loyalty) - [MarTech](https://www.thinkinkpr.com/industries/martech) - [Payments](https://www.thinkinkpr.com/industries/payments) - [Retail](https://www.thinkinkpr.com/industries/retail) - [Sustainability](https://www.thinkinkpr.com/industries/sustainability) - [Discourse](https://www.thinkinkpr.com/ithinkink) - [Contact](https://www.thinkinkpr.com/contact-us) ![The Old B2B PR Playbook doesn't work anymore](https://www.thinkinkpr.com/hubfs/THINKINK%20-%20Thumbnail%20Image%20for%20Infographic%20-%20%20Weird%20Media%20%232%2020250908%20HW.png) ## PR & Media # The Old B2B PR Playbook doesn't work anymore ##### Sep 08, 2025 / By Jennifer Non ##### 10 Min Read Chasing catchy headlines might impress colleagues. But they rarely reach the people that matter to your business—your buyers. Trade media strategies can get your B2B brand right in front of the decision-makers—the buyers, partners and stakeholders, that are both expensive and harder to reach in other channels. --- [![THINKINK - Media Infographic Series - Image 2 idea layout 20250908 HW](https://www.thinkinkpr.com/hs-fs/hubfs/THINKINK%20-%20Media%20Infographic%20Series%20-%20Image%202%20idea%20layout%2020250908%20HW.png?width=848&height=868&name=THINKINK%20-%20Media%20Infographic%20Series%20-%20Image%202%20idea%20layout%2020250908%20HW.png)](https://www.thinkinkpr.com/ithinkink/b2bpr-media-landscape-change) --- Landing coverage in the big-name outlets feels good, we get it. But our firm has always said that niche media is critical infrastructure, not an afterthought. In our decades of experience, precision beats prestige every time, and targeted visibility gets you closer to your goals than vanity metrics.   ![Arrow icon for list](https://www.thinkinkpr.com/hubfs/Arrow%20icon%20for%20list.svg)Want to know more about the new world of media and PR? [Read our story here.](https://www.thinkinkpr.com/ithinkink/b2bpr-media-landscape-change)   [  Back to Index](https://www.thinkinkpr.com/ithinkink) [Next Article  ](https://www.thinkinkpr.com/ithinkink/the-weird-new-world-of-media) Contents Jennifer Non ![Jennifer Non](https://www.thinkinkpr.com/hubfs/THINKINK%20-%20TI%20Headshot%20-%20Jennifer%20Non%20-%20500x500%2020250227%20HW-3.png) [Email the Author](mailto:jnon@thinkinkpr.com) --- Sign up for our insights on the convergence of business and PR #### Recommended Articles ### [![Media Coverage Isn't Strategy: A Different Approach to Aviation & Travel Tech Startup Growth](https://www.thinkinkpr.com/hs-fs/hubfs/THINKINK%20-%20Blog%20Image%20-%201200x628%2020260529%20HW.png?width=767&name=THINKINK%20-%20Blog%20Image%20-%201200x628%2020260529%20HW.png) Media Coverage Isn't Strategy: A Different Approach to Aviation & Travel Tech Startup Growth](https://www.thinkinkpr.com/ithinkink/travel-startup-growth) ### [![As Governments, Platforms and AI Distort Reality, in B2B Media We Trust](https://www.thinkinkpr.com/hs-fs/hubfs/THINKINK%20-%20Blog%20Image%20-%20Trust%20Media%201200x628%2020260514%20HW.png?width=767&name=THINKINK%20-%20Blog%20Image%20-%20Trust%20Media%201200x628%2020260514%20HW.png) As Governments, Platforms and AI Distort Reality, in B2B Media We Trust](https://www.thinkinkpr.com/ithinkink/trust-b2b-media) ### [![2026–27 Sustainability Communications Calendar](https://www.thinkinkpr.com/hs-fs/hubfs/2026-27-sustainability-communications-calendar-blog.png?width=767&name=2026-27-sustainability-communications-calendar-blog.png) 2026–27 Sustainability Communications Calendar](https://www.thinkinkpr.com/ithinkink/2026-27-sustainability-communications-calendar) [![footer-logo](https://www.thinkinkpr.com/hs-fs/hubfs/ThinkInk_Nov19/images/Home/footer-logo.png?width=160&height=160&name=footer-logo.png "footer-logo")](https://www.thinkinkpr.com/) - [Who We Are](https://www.thinkinkpr.com/who-we-are) - [What We Do](https://www.thinkinkpr.com/what-we-do) - [Research](https://www.thinkinkpr.com/market-intelligence-research-services) - Industries - [Discourse](https://www.thinkinkpr.com/ithinkink) - [Contact](https://www.thinkinkpr.com/contact-us) - United States - Canada - United Kingdom - Australia ### Sign Up For Our Newsletter - [Privacy](https://www.thinkinkpr.com/privacy-policy) | [Contact Us](https://www.thinkinkpr.com/contact) © 2026 THINKINK. 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