We're a boutique tech marketing/creative studio - how can we earn (versus pay for) organic PR?

Hi! I lead a marketing agency that's focused on marrying human-centered design with content that provides clarity to B2B audiences about advanced tech products/startups. We plan to invest some spend on our own marketing this year but not enough to hire a full-time PR agency. What are some strategies we can explore to book earned PR opportunities? We plan to release new eBooks, research reports, and cheat sheets on how B2B brands can create a more conversational voice with their marketing (not the regular run of the mill stuff, this content will be based on paid research and actual actionable advice for AI/ML/Cybersecurity/Automation-led fields, etc.). We're also going to be launching our own podcast and video series. All ideas /suggestions/questions welcome!