Reading B2B Tech PR backwards, the phrase becomes: PR (public relations), Tech (technology) and B2B (business-to-business). Consequently, to understand the meaning of B2B Tech PR, one must consider how these three concepts come together. Each layer adds its own complexity –public relations defines the approach, technology anchors the subject matter, and B2B clarifies the audience. When these intersect, what emerges isn’t just storytelling, it’s strategic positioning for businesses.
The True Meaning of PR
Public relations can be defined as relationship and reputation management. While an image can be built, a reputation is earned based on existing relationships or interactions between an organisation, a brand and its stakeholders. A broadband provider, for instance, may present a polished image through sleek advertising campaigns and catchy slogans. However, when a customer experiences a 24-day service outage – as I did recently with a provider in Nigeria – the company earns a reputation of unreliability and indifference. After all, how else does one explain nearly a month without service?
To build relationships and reputation, organisations use communication, relying on the media, otherwise known as media relations, opinion leaders or influencers. They create content and share it through social networks and channels within their control, such as their websites and blogs or pay to feature the content on third-party news sites. PR also comes into play in upholding a brand’s reputation when a C-suite executive is accused of sexual abuse and it spreads like wildfire on social media, when disgruntled employees leak the proceedings of an internal meeting on social media or when a highly publicised mobile app fails to fulfil its promise one month after launch.
Furthermore, public relations encompasses collaboration with government bodies and interest groups to influence policies in ways that align with an organisation’s goals. This aspect of the profession, known as public affairs, focuses on shaping public policy while cultivating public support. In addition, public relations fosters cooperation between organisations and their host communities through two-way dialogue – an approach that builds mutual understanding and helps protect critical assets, such as telecommunications masts, from acts of vandalism.
Not forgetting the boundary-spanning function, public relations serves as the bridge between an organisation and its external operating environment. In this role, the public relations function must balance the goals of the organisation with public interest for the good of all. It gathers insights from outside the organisation to guide management in decision-making and thereafter communicates those decisions to stakeholders. To achieve this, public relations breaks down complex messages into simple messages that are easily digestible by the layman.
Before proceeding, it is important to stress that the constant reference to a brand is not necessarily a product but also an individual, such as the chief executive officer, a celebrity, a location such as Silicon Valley or an event like the GSM Mobile World Congress that has been on for close to four decades.
B2B Tech PR Explained
B2B PR (Business-to-Business Public Relations) is the management of the relationship and reputation of companies that sell products or services to other businesses rather than individual consumers. It employs tactics such as thought leadership, which positions a company as an expert in its field; media relations, which involves securing coverage in industry publications; content creation, including industry reports, case studies, and blog posts; participation in trade shows and webinars; and brand reputation management during challenging times.
Unlike business-to-consumer (B2C) PR, which focuses on creating mass appeal and trust with individual consumers, B2B PR is about building credibility, trust, and industry authority among decision-makers, partners, and stakeholders. The implication is that the B2B audience is narrower than the B2C audience, so the applicable PR strategies and tactics would differ. Additionally, because of the narrower audience, measuring impact would be a lot easier.
B2B Tech PR is therefore the practice of providing public relations services specifically to technology companies that operate under the business-to-business model. The practice combines the intricacies of public relations with an in-depth understanding of technology and business dynamics. In line with the PR role of breaking down complex messages, B2B Tech PR requires a solid grasp of complex products and services, as well as industry trends and innovations. B2B Tech PR professionals must be able to translate technical jargon into accessible language and engaging content that highlights the benefits and unique selling points of tech products.
Executive visibility is a key component of public relations for any organisation, but it is particularly crucial in B2B PR. This is because B2B products are high-value, and the decision to buy them is vested not in an individual, as with B2C. Rather, it is vested in a decision-making unit, which will comprise a variety of people with different persuasions and prejudices. As a result, it requires trust and credibility, which executives can provide through direct engagement, thought leadership and media appearances.
Events are also valuable platforms for B2B Tech PR. Due to the complexity of B2B products, they may also require more show-and-tell than B2C products. B2B offerings often need in-depth presentations to showcase functionality, integration, and return on investment (ROI). Conferences and exhibitions provide opportunities for product education, networking, and hands-on demonstrations, which can be essential for influencing decision-makers.
Challenges of Tech PR in Nigeria: Not Just for Startups
As tech startups began gaining prominence in Nigeria, many turned to online tech media for visibility, driven by a perception that mainstream media lacked interest or accessibility, particularly in print. This reliance helped shape the narrative that Tech PR primarily serves startups offering tech-enabled solutions in sectors like agriTech, climateTech, edTech, and finTech. As a result, coverage within online tech platforms often spotlighted these verticals. In contrast, ICT desks in Nigeria’s legacy print media have remained largely focused on telecommunications companies, with limited engagement in the broader innovation ecosystem. As legacy print outlets expanded their digital presence, they quickly began to dominate search rankings. This shift suggests that Tech PR firms focusing solely on niche online tech media may be limiting their clients’ reach and missing opportunities for broader visibility.
This division in media focus has also created a blind spot in public discourse, for example, around the convergence of technology, media, and telecommunications (TMT). Once treated as distinct sectors, these domains are now deeply intertwined, driven by digital transformation, AI, content streaming, and cloud infrastructure.
In Nigeria, this convergence is no longer theoretical; it’s unfolding in real time. A case in point is MTN Nigeria, which has evolved beyond telecoms into mobile financial services (MoMo) and content streaming. MainOne (now part of Equinix) exemplifies the fusion of telecom and tech through its data centre and cloud services.
Streaming platforms further illustrate this convergence. Netflix, while global, has invested in Nigerian content through Nollywood partnerships and localised productions, influencing both media consumption and broadband demand. Its presence has spurred competition and innovation among local platforms like Showmax, which has also integrated AI for content recommendations and bandwidth optimisation.
TVC News recently made headlines by launching Nigeria’s first AI-powered news presenters, delivering bulletins in English, Yoruba, Hausa, Igbo, and Pidgin. This move not only signals a leap in broadcast innovation but also reflects how AI is being localised to enhance cultural relevance and newsroom efficiency.
While NIPOST is traditionally seen as a logistics and postal agency, under the current dispensation, there are indications that it is undergoing a digital transformation, offering services like e-commerce logistics, financial services (such as agency banking and remittance), and digital address verification, according to information available on its website.
What Must be Done
Events like the TMT Business Series, hosted by Duale, Ovia & Alex-Adedipe, are beginning to spotlight these shifts, convening regulators, investors, and founders to explore how digital infrastructure, policy, and innovation intersect.
For Tech PR to remain relevant, it must evolve beyond startup storytelling and engage with the broader forces reshaping Nigeria’s digital economy. Additionally, the media must bridge sectoral silos in their narratives. PR firms can host media roundtables and publish whitepapers that reflect the convergence and digital transformation to educate the media, remove silos and encourage wholesome reporting.
Finally, Tech PR professionals must themselves have a mind shift. They must recognise that there’s a far wider market than they are currently tapping into because of the limited definition of Tech PR. By expanding the definition of Tech PR, they can attract new clients from adjacent sectors, offer more holistic campaigns and differentiate themselves in a crowded PR market.
