Business
How PR Filters Media Access in the B2B Sector
Fernando Henrique Ahuvia analyzes industry growth, the shielding role of PR, and media selection at corporate events.
The proliferation of companies and media outlets has transformed media relations. Speaking on Marketing - The Podcast, Fernando Henrique Ahuvia explains how public relations now focuses on story curation, spokesperson protection, and trade press coverage.
In a conversation with Bruno Gimenes on Marketing - The Podcast, Fernando Henrique Ahuvia discussed the expansion of public relations agencies and the need for targeted outreach to media outlets in an increasingly fragmented market.
The growth of the corporate ecosystem and the constant emergence of new companies have driven up demand for reputation management and media relations. While business coverage was once concentrated on major legacy corporations, the surge of new ventures has increased the volume of information in circulation, turning PR into a vital tool for brand positioning and credibility.
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In the video above, Ahuvia details the behind-the-scenes dynamics between newsrooms and PR professionals, explaining how access to sources has evolved alongside the rise of digital channels and content creators.
Shielding and strategic outreach
Faced with high demand for interview requests with spokespeople, artists, athletes, and corporate leaders, the PR role has taken on a dual function: protection and strategic direction. Managing schedules prevents source burnout and ensures media appearances happen in channels aligned with business goals.
"The PR specialist protects the client while simultaneously figuring out—if it's in the client's interest—where and when to secure coverage," points out Ahuvia. According to him, the professional serves as a necessary intermediary to organize the flow of requests that clients could not handle directly.
Shifts in coverage routines and events
The traditional model where reporters enjoyed open access to sources right after sports practices or TV tapings has given way to more controlled environments. The explosion of media outlets and content creators made keeping doors wide open without prior screening impossible.
"In the past, you'd have 10 media outlets covering a practice, 10 outlets covering a soap opera, a product launch, or a new show. Today, here at SBT, for instance, we're hosting leaner press conferences," explains Ahuvia.
Audience curation and focus on B2B
At events targeted toward the advertising and commercial sectors, such as sports product showcases and sponsorship package launches, PR teams prioritize outlets specializing in business and trade news rather than general entertainment press.
"We bring in the outlets covering B2B, the broader market, and trade publications. Not everyone fits in that room," says Ahuvia. In his view, directing engagement toward commercial partners and sponsoring brands ensures the message reaches a qualified audience to drive business results.
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