Content and PR are often treated as separate disciplines: one for storytelling, one for visibility. But as Kath Darlington MBE reminded me recently, the fundamentals have barely changed. Yes, the channels evolve constantly – podcasts, earned media, LinkedIn campaigns, digital storytelling – but the purpose stays the same: communicating effectively with specific audiences in support of real business goals.
PR is never one size fits all. You mix tactics based on objectives. And often the biggest gains come from small shifts: aligning content with higher-margin offerings rather than simply your most popular lines, tightening CRM and LinkedIn targeting, or refocusing messaging on the audiences who actually drive commercial results.
In the Microsoft Partner world, where buyers, especially in Europe, self-educate and influence travels fast, these shifts matter more than ever. Content and PR are no longer parallel tracks. Together, they form the discipline of making sure the right people know the right things about you at the right time.
And that is where momentum begins. Not by shouting louder, but by showing up in the places your audience already trusts.
Inside the Microsoft ecosystem, buyers are researching long before they speak to sales. Partners shape perception. And the stories that travel furthest are the ones placed in the specialist channels that understand Modern Work, cloud, security, governance and the partner economy.
To make your content and PR work harder together, you need to know where your audience is actually paying attention.
Below is a curated list of the publications that matter most, what each one cares about, and the kinds of stories they respond to.
Key publications and what they care about
CRN UK (ChannelWeb)
Best known for: CRN UK covers channel news, vendor moves, partner programme updates, strategic hires, market analysis. They look for:
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UK or European expansion stories
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New partner programmes
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Data-led narratives about channel behaviour
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Modern Work, security and cloud trends
MicroScope
Best known for: MicroScope covers UK reseller insights and deeper channel analysis. They look for:
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Partner enablement
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Operational challenges inside Microsoft 365
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Security, governance and hybrid work complexity
Channel Futures / Channel Partners
Best known for: Channel Futures covers global MSP trends and partner economics. They look for:
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US-to-Europe expansion
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Thought leadership on Microsoft 365 adoption
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Data-led market commentary
ChannelPro Network (UK and US)
Best known for: ChannelPro Network covers practical MSP guidance and tool-focused advice. They look for:
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Step-by-step frameworks
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Ways to reduce Microsoft 365 chaos
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Tangible improvement tips for MSPs
Redmond Magazine / Redmond Channel Partner
Best known for: Redmond Magazine covers deep Microsoft ecosystem news and expert analysis. They look for:
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Governance and security trends
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Clear, technical thought leadership
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Insight tied to the Microsoft roadmap
IT Pro / IT Pro Today
Best known for: IT Pro covers enterprise IT analysis and hybrid work themes.
They look for:
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Microsoft 365 operational pain points
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Hybrid work pressures
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Perspectives on risk, security and compliance
Silicon UK and UKTech News
Best known for: UKTech News covers business focused tech stories and expansion updates.
They look for:
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UK and EU market entries
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Leadership insight
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Cloud, Modern Work and collaboration trends
PR that supports your commercial goals
Good PR is not about reaching everyone. It is about reaching the right people with a message that supports your commercial goals.
In the Microsoft ecosystem, the right people read the above publications. They shape opinion, set expectations and help your story travel in the places where trust is earned, not bought.
Get your content and your PR working together in those spaces, and you will build credibility no ad spend can match.
Need help aligning your content and PR? Let’s talk.
