Consistency is the key in B2B public relations

Consistency in more ways than one is a vital part of any successful B2B public relations campaign.

The means you need to keep your messages consistent across all forms of communication and you need to be consistent in delivering those messages in an ongoing way.

One of the first things we do at DRPR when we start working with a new client is to create key messages. These are usually three or so descriptive statements about our client's organisation and the services they offer. They are not slogans or taglines but factual statements that sum up what the company is all about.

We then stress the need to use them consistently across all client communication channels. It's also important that all employees of the same organisation speak about the company consistently.

The consistency ensures that the groups you're communicating with recognise you when they have a need for your product or service. You never want to be in a situation where you've created confusion with potential customers.

It's also important to be consistent in a B2B PR program by treating it as an ongoing activity. It is a waste of time to dive in and out of a program because you never build any momentum and risk confusing potential customers with intermittent efforts.

This is particularly true when working towards a goal like becoming a thought leader or industry expert within your industry. It requires a consistent effort to get there and can't be accomplished with an occasional blog post or media interview.

There are of course other important aspects of B2B PR but consistency is a good start and a key thing to keep in mind.

Time to reflect

The DRPR blog has continued with its regular enthusiasm this month. We've now been blogging weekly for more than three years. How time flies when you're having fun.

This month Dennis Rutzou wrote about PR budgeting. He's seen it all in his more than 40 years in the business and covers the good and bad in this post.

Kim Larochelle wrote her last blog post for DRPR and reflected on what PR has taught her in an interesting post

Our new recruit Elyse wrote her first DRPR blog post and looked at the serious side of issues management with the controversial TV program - The Shire.

Copyright © 2012 Dennis Rutzou Public Relations. All Rights Reserved.

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