Our approach

Those press release distribution services are clipping your wings 

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If your media relations strategy revolves around online PR distribution services, you’re leaving value on the table. Let us show you the better way. (Hint: Press releases are just the beginning.)

Media outreach

Target your brand’s most critical audiences—from investors to local communities, potential customers and top talent—through turnkey media pitching.

  • Curate high-value media targets across priority sectors and markets

  • Craft sharp, newsworthy narratives tailored to each outlet

  • Secure impactful placements across top-tier, trade and broadcast media

  • Cultivate strategic relationships with key journalists and editors

Spokesperson training

Train executives and/or official spokespeople to deliver effective messages to the media, especially when difficult questions are asked.

  • Lead immersive, real-world media training and interview simulations

  • Refine messaging to ensure clarity, consistency and authority

  • Prepare leaders for high-stakes and crisis-driven interactions

  • Train for seamless performance across live, recorded and virtual formats

Executive thought leadership

Position key executives as experts through bylined articles, speaking, podcast participation and LinkedIn activity.

  • Develop forward-looking content strategies aligned with market trends

     

  • Secure placements in influential top-tier and industry publications

     

  • Identify and position executives for high-profile speaking opportunities

     

  • Build a strong, consistent executive voice on LinkedIn

PR amplifiers

Distinguish your brand in the eyes of media through innovative and/or community-driven initiatives. Think: podcasts, annual reports, community sponsorships, partnerships and more.

  • Concept and execute initiatives that drive meaningful media attention

     

  • Produce premium branded content that elevates brand storytelling

     

  • Leverage sponsorships and events to enhance visibility and credibility

     

  • Extend reach through aligned collaborators and influencers

Explore our B2B podcast capabilities

TRACK RECORD

Never just local. Never just trade.

Our experts target numerous media types—from local to national, trade to finance, niche newsletter to TV news—to showcase the multifaceted nature of your brand, audiences and expertise. Simply put, we leave no stone unturned to get you meaningful media opportunities.

Latest Insights

PR best practices for energy, industrial and technical brands 

Want practical tips to help your media relations take flight? Explore the latest PR insights from HexaGroup’s growth engineers. 

Why smart PE firms pay attention to PR before they invest

Practical PE advice

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The goal isn’t to fix perception later. It’s to get it right from the start.

Explore more

PR strategies that work in technical industries

Energy, industrial services and beyond

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How to boil down, not water down, complex subject matter for easier PR wins. 

How prepared is your spokesperson?

Tips for gauging media readiness

spokesperson

Practical advice for getting your company’s spokesperson ready for primetime. 

Increase brand awareness 

Elevate your market presence through high-profile media placements that position your brand as a respected industry authority.

Get discovered online

Secure high-authority backlinks and mentions that enhance your brand’s discoverability in both search engines and AI models.

Enhance sales enablement 

Leverage third-party validation to bridge trust gaps, overcome objections, and accelerate deal velocity across the pipeline.

Solidify customer loyalty 

Reinforce your clients' buying decisions by consistently showcasing your leadership and innovation in the publications they read and respect most.

Boost your growth via PR
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Increase brand awareness 

Elevate your market presence through high-profile media placements that position your brand as a respected industry authority.

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Get discovered online

Secure high-authority backlinks and mentions that enhance your brand’s discoverability in both search engines and AI models.

trust

Enhance sales enablement 

Leverage third-party validation to bridge trust gaps, overcome objections, and accelerate deal velocity across the pipeline.

leadership

Solidify customer loyalty 

Reinforce your clients' buying decisions by consistently showcasing your leadership and innovation in the publications they read and respect most.

REAL RESULTS

Charting the path from media wins to measurable ROI

We view public relations as a measurable driver of market momentum, not just a series of isolated wins. By monitoring a strategic mix of qualitative and quantitative KPIs, we provide a clear, data-backed view of how your media presence supports your overall growth strategy.

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Media mentions

Your total volume of earned coverage across digital and traditional outlets; measures brand visibility and market presence

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Share of voice (SOV)

Your brand’s presence and influence within media conversation relative to your top industry competitors

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Total reach / impressions

The aggregate potential viewership of your earned coverage; helps quantify the breadth of your brand’s top-of-funnel exposure

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Media outreach volume

The scale and efficiency of our proactive pitching efforts; helps ensure a consistent pipeline of earned media opportunities

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Tier 1 placements

Number of high-impact wins in "gold standard" business and industry-leading publications that drive maximum credibility

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Sentiment & key message adherence

Evaluates the tone of coverage and whether your core brand messages are accurately reflected in the narrative

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Backlinks & referral traffic

The number of high-intent visitors that originate from backlinks appearing in our media placements

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Domain authority (DA) of outlets

The average domain authority (search engine "trust" ranking) of the outlets where your brand is featured

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90%

Key message alignment

Across media placements generated for our clients  

30+

Years

In B2B energy and industrial growth

10+

Pieces of content

Per media hit, from social posts and sales enablement slides to newsletter features

30+

Growth experts

Spanning brand, marketing, PR and sales

Make it bold. Make it fly.

Are you looking to increase brand awareness? Enhance an executive’s thought leadership? How about shape a critical industry narrative? No matter your primary objective, we’ll deliver a PR strategy that aligns with your goals and integrates seamlessly into your growth program.

Get in touch our PR Experts
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Growth Engine

Get a customized, integrated growth platform in which PR delivers value across branding, marketing, sales and service 

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GOpack

Choose a best-practice-based growth package that features PR as a key driver

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Project based

Leverage PR to support a key initiative, such as a new product launch or critical milestone 

Frequently asked questions

When it comes to PR, misconceptions abound. Here are some of the questions we hear most frequently from B2B firms. 

Our offering is highly technical. Will PR actually work for us?

Companies with highly technical products or services are in a unique position when it comes to public relations. Regardless of the offering, there are journalists and outlets that specifically write about and cover very technical topics. And beyond that, there are business angles, along with thought leadership and bylines article opportunities.  

How do you measure the ROI of PR in a B2B environment?

At HexaGroup, we don't view PR as a standalone effort; we integrate it into our Growth Engine platform. Earned media provides third-party validation that paid ads or internal content cannot buy; that means its ROI is felt across the entire customer journey, from the first touchpoint to lasting brand loyalty.

We measure success by tracking how earned media accelerates these four key phases:

Brand Awareness & Intent

Beyond simple impressions, we look at how media placements change user behavior.

  • Branded Search Lift: Tracking the increase in people searching for your company by name after a major feature.
  • Share of Voice (SOV): Measuring your brand’s presence in industry conversations compared to your top competitors.
  • Traffic Quality: Monitoring the "Time on Page" and "Pages per Session" from earned media referrals, which typically outperform paid traffic.

Marketing Engagement & Lead Gen

Integrated PR creates the "halo effect" that makes your marketing more efficient.

  • Assisted Conversions: Using attribution modeling to see how many leads visited an earned media article before downloading a whitepaper or signing up for a webinar.
  • Lower Cost Per Lead (CPL): As your Domain Authority increases through PR, your organic traffic rises, naturally lowering your blended acquisition costs.

Sales Acceleration & Pipeline

This is where integrated PR truly shines. We measure how sales teams use earned media as "social proof" to close deals.

  • Content Utilization: Tracking how often sales teams use guest articles or interviews as touchpoints to re-engage stalled prospects.
  • Shortened Sales Cycles: Analyzing whether prospects exposed to earned media move through the pipeline faster than those who aren't.
  • Win Rate: Comparing the close rates of deals where third-party validation (PR) was introduced during the decision phase.

Customer Loyalty

By reinforcing the buying decision, PR helps turn customers into advocates.

  • Customer Retention: Monitoring the impact of positive brand sentiment on churn rates.
  • Investor & Partner Relations: Measuring the impact of PR on securing secondary funding, talent acquisition, or strategic partnerships.

By mapping PR metrics directly to your CRM and marketing automation platforms, we move beyond "vanity metrics" like audience reach and provide a clear picture of how earned media contributes to measurable growth.

How is HexaGroup’s offering different from a traditional press release distribution service?

The first thing to remember is press release distribution and a public relations offering or campaign are two very different things. While press releases serve a specific purpose, they’re not editorial and are typically written for company announcements, highlights, and achievements. Press release distribution services such as PR Newswire, Business Wire, GlobeNewswire, etc. use a “shotgun” approach and often reach generic audiences that are not interested in your announcement. This approach is neither tactical nor strategic. 

HexaGroup’s PR team builds on relationships with B2B journalists so clients get in front of the right audiences, utilizing targeted and strategic outreach. Public relations strategy typically includes shaping the story, identifying the right audience, pitching journalists directly, securing interviews, creating content, following-up with journalists, being persistent, not pushy, etc. We also integrate our PR activity into your brand's overall growth strategy and performance metrics to ensure that you’re getting lift far beyond what a PR distribution service can deliver. 

When a media outlet tells your story, you gain credibility with your core audience. A simple press release is not telling your story and a PR Newswire subscription is not getting you in front of the right audience.

How does earned media impact SEO, AI search and Domain Authority?

In the modern B2B landscape, PR and digital performance are inseparable. Earned media—mentions of your brand in third-party publications, news outlets, and industry blogs—serves as a powerful catalyst for your digital footprint.

SEO

Earned media is the most organic way to build a high-quality backlink profile. When a reputable industry site links to your content, search engines view it as a "vote of confidence."

  • Links embedded within a journalistic story tell search engines exactly what your brand is an expert in.
  • Beyond rankings, earned media drives pre-qualified traffic to your site, often resulting in higher engagement and lower bounce rates. These are key signals that further boost your SEO.

AI visibility

AI-driven search engines—think, ChatGPT, Perplexity and Google’s AI Overviews—rely on a "consensus of truth." They don't just look at what you say about yourself; they look at what others say about you.

  • AI models are trained on vast datasets. If your brand is consistently cited by authoritative journals, AI tools are more likely to recommend your brand as a leading solution or primary source in their generated answers.
  • Frequent media mentions help AI define your company as a distinct "entity" with specific expertise, increasing the likelihood of appearing in "best of" or "how-to" AI queries.

Domain Authority

Domain Authority (DA) is a score that predicts how well a website will rank. High-authority media placements are one of the fastest ways to move this needle.

  • When a major publication like Forbes links to your company’s webpage, they pass a portion of their "link equity" to your domain. These outlets tend to have high DA scores.
  • A high DA makes it easier for every piece of content you publish to rank higher than the content produced by your competitors.

Earned media creates a "flywheel effect." It builds the authority needed to rank in SEO, which in turn provides the data points needed for AI search engines to trust and cite your brand.



What’s the difference between PR and brand awareness?

Brand awareness is a broad measure of market recognition; PR is a strategic engine that helps build that awareness through earned credibility. In an integrated campaign, PR is a key vehicle for providing the authoritative "social proof" that makes all your other touchpoints and messages more effective.

Put another way, PR is one element of an effective brand awareness strategy, but brand awareness also incorporates elements such as:

  • Foundational content including a content-rich, optimized website, brand videos and collateral
  • Email and social media promotion
  • SEO and GEO; read this article for more on the distinction
  • Tradeshow and event presence
Can PR assist with B2B recruitment and attracting top talent?

Yes, PR can definitely help with B2B recruitment and attracting top talent. It shapes how a company is perceived, making it look more credible, innovative, and appealing to potential employees. When people see positive third-party coverage, they’re more likely to trust the company and be interested in working there. PR can also highlight company culture, values, and employee experiences, giving candidates a better sense of what it’s like to work there.

Over time, this builds a strong employer brand and attracts higher quality candidates without as much effort.

How can PR support our sales team?

 PR helps sales by building trust before a rep even reaches out. If a company is showing up in the media or being talked about as a leader, prospects are more likely to recognize the name and take the conversation seriously. It also gives sales real content to share—think, articles and other coverage—so they’re showing proof rather than just pitching. On top of that, HexaGroup’s PR can bring in more interest and awareness, which makes it easier for sales to start conversations and close deals. 

How does earned media support the later stages of the customer journey, like loyalty and retention?

PR isn't just for the top of the funnel; it also reinforces your customers' original buying decisions. By consistently showcasing your innovation and leadership in the publications your current customers respect most, we solidify their loyalty and keep your brand top-of-mind long after the initial sale.

How do you ensure our key messages remain consistent across different media outlets?

HexaGroup’s PR team features former journalists who have network-level experience, and consistency and accuracy are at the core of their profession. Our team also includes brand strategists with expertise in defining and applying brand messaging across various audiences and formats. 

This dual expertise allows us to craft pitches that not only resonate for media but reflect your brand’s most critical messages. We track our effectiveness at doing so via metrics such as sentiment and key message adherence.

How do you simplify complex technical subject matter without losing credibility or accuracy?

We specialize in "boiling down, not watering down" complex industrial and technical topics. Our growth engineers have 30+ years of experience in technical sectors like energy, allowing us to translate sophisticated concepts into compelling narratives that secure media wins while preserving your reputation for technical expertise.

How do you prepare executives for high-stakes media interactions?

HexaGroup’s PR team has trained many top executives and Fortune 500 company spokespersons to provide quality interviews to the media—a form in which getting it right the first time is the only option. Our proven method, led by team members with decades of journalism and network-level experience, prepares executives on how to stay in control of the conversation. Things like bridging back to key messages, keeping answers short, and avoiding jargon make a significant difference. Tone and body language matter too, especially for TV, online, or live settings.

More and more outlets conduct online video interviews. As a result, personal appearance and technical logistics are key components of our training. A recorded interview can live on an outlet’s website and be shared across their social media channels, making it critical to provide a high-quality interview that reflects not only your key messages but a wide range of spokesperson best practices.

Get more insights on spokesperson training.

How does a podcast support more effective media relations and PR?

Podcasts create natural hooks for PR outreach and media coverage in several ways:

  • Thought Leadership Positioning: Regular podcast hosting establishes your leadership team as industry voices. Media outlets are more likely to feature or quote recognized podcast hosts as expert sources.

  • Content for Press Releases and Pitches: Podcast episodes are fertile ground for story ideas and expert insights. By including audio and video clips with your pitch, we can entice journalists to cover the story and give them an engaging content package that enhances their final coverage.

  • Newsworthy Guests: High-profile guests can create PR opportunities. When you interview industry leaders, executives from major companies, or influential voices, those relationships and conversations become story angles for strong media pitches.

  • Journalists as Guests: Inviting industry journalists to be a podcast guest can help build media relationships and increase your chances of future coverage.