How do you effectively pitch B2B niche clients to journalists without seeming desperate?

My client is in a super specific industry, to be honest, finding the right journalist angle is just exhausting. It’s not a consumer industry, as such, so there’s no ‘human interest’ hook. It’s not breaking news. It’s literally just a good company, working well.

I have attempted to relate it to current trends in the industry; identified relevant journalists; I have even tried making all pitches as personal as possible. I still get ignored mostly

For those working on niche B2B accounts, what specifically works in terms of getting a response? Is it really all about relationship-building over time, or am I thinking about this incorrectly? Makes you think: maybe we’re just not media-friendly in certain industries.