Media relations

Media relations has always been about much more than securing coverage. The strongest relationships are built on relevance, credibility, and a genuine understanding of what editors need from the organisations they cover. Here we explore the changing role of journalism, how stories earn attention, and what effective media relations looks like in specialist industrial B2B markets.

Why editors are calling out press releases as AI – even when they’re not!

Editors are describing press releases as ‘AI-generated’, even when AI hasn’t been involved in the writing process. Rather than making a literal judgement about authorship, they are more likely reacting to the fact that when generative AI makes polished writing effortless and accessible to all, credibility now comes...

When editors say your press release is ‘too promotional’, this is what they actually mean

Few pieces of editor feedback frustrate marketing teams more than hearing a press release described as ‘too promotional’. After all, most press releases are designed to generate positive awareness and support commercial goals. So what are editors actually objecting to? In our experience, the answer is rarely promotion...

Why your press release is no longer the finished article

At SE10, we write press releases journalistically so editors can use them quickly and easily if they choose. Increasingly, though, we are seeing trade publications rewrite headlines, intros, and story framing far more actively than they once did. This shift says less about the quality of press releases...

Your press release is everywhere – but is anyone reading it?

Newswire distribution can place a story on hundreds of websites within hours. That visibility still has clear uses, from disclosure obligations to discoverability. But as automated syndication and AI-generated content reshape the digital information landscape, communications teams may need to think more carefully about where their stories appear,...

Stop competing with your partners: Why a shared story earns more impactful media coverage

When multiple parties all have a great story to tell about the same project, competing for attention with the same media is a losing game. We discuss how a collaborative, story-first approach delivers better results for everyone....

You can’t control what the media publishes. Here’s what you can do instead.

Once an interview is done, editorial control sits with the publication – not the brand. For communications leaders in industrial B2B sectors, that can feel uncomfortable. Understanding what you can influence, what you can’t, and where copy approval actually fits is key to managing risk and building stronger...

Why your one big PR announcement didn’t make the impact you expected

Focusing on one-shot stories can be tempting for reasons of efficiency or budget, but even groundbreaking industrial news can fail to capture attention if it lands in a vacuum. We explore why you need currency with B2B editors and their readers – and how to build it....

Your first media interview: A practical look at turning nerves into confidence

You’re an expert in your field but not an experienced public speaker – and that’s okay. Here we share SE10’s approach to interview preparation, offering some practical thoughts and techniques for sharing your expertise with confidence....

Is mobile-first always the right approach for industrial B2B PR?

While mobile dominates many areas of digital communication, journalist engagement with press releases may follow a different pattern – particularly in technical, trade-focused sectors....

How AI is actually changing media relations (and how it isn’t)

Since ChatGPT launched, the conversation around AI has been dominated by in-house efficiency gains but in 2026, we are now seeing a tangible impact on industrial media relations. We share our real-world observations on what has changed, what has stayed the same, and what it means for your...

Influencing the knowledge base: Why your next media pitch might be to train AI

Your media pitch has a new audience: artificial intelligence. As AI chatbots use publications’ archives as training data, the goal of media relations is evolving. It’s no longer just about achieving coverage but also embedding your expertise into the very knowledge base that will answer your customers’ future...

The new handshake: Why media relations in 2025 needs a partnership approach

The way we build relationships with trade media is evolving. The traditional separation of earned and paid media is giving way to a more integrated, partnership-first model in response to commercial realities and the rise of AI search. This is the new approach for securing the regular, authoritative...

Media relations

Why editors are calling out press releases as AI – even when they’re not!

When editors say your press release is ‘too promotional’, this is what they actually mean

Why your press release is no longer the finished article

Your press release is everywhere – but is anyone reading it?

Stop competing with your partners: Why a shared story earns more impactful media coverage

You can’t control what the media publishes. Here’s what you can do instead.

Why your one big PR announcement didn’t make the impact you expected

Your first media interview: A practical look at turning nerves into confidence

Is mobile-first always the right approach for industrial B2B PR?

How AI is actually changing media relations (and how it isn’t)

Influencing the knowledge base: Why your next media pitch might be to train AI

The new handshake: Why media relations in 2025 needs a partnership approach

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Media relations

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