PR campaigns targeted specifically at a business audience, known as B2B PR, differ from most consumer or B2C PR campaigns because you must sell the company first and the product or service second.

All businesses need to develop trust with their potential customers and this is particularly true in B2B, where the average transaction is higher and the sales cycle longer. In B2B situations PR helps build trusted relationships, educates and wins credibility.

B2B PR campaigns are also usually more targeted than consumer ones because you are aiming your messages at a more defined audience. The messages are often more sophisticated and complex. For B2C the potential audience is much larger and requires different techniques, often it’s more of a scatter gun approach. 

A well thought out B2B PR program identifies unique value within an organisation and creates a plan for reaching key decision makers. It is also essential to emphasise business value and benefits over price. A strategy that focuses only on price is doomed to be very short-term. This is also true of B2C but it’s surprising how many B2C campaigns focus on price particular those from retailers.

B2B communication is also not only the domain of big business. The same principles can easily be applied to small and medium sized organisations who often have a very interesting story to tell their stakeholders.

But don’t be fooled into thinking B2B communication is easy to plan and implement. It’s not easy to reach a business buyer – they are short of time and don’t appreciate interruptions. PR is a polite way to reach them to help them learn, grow their business and establish relationships of lasting value.

The overall goal of nearly all B2B campaigns is to positively impact a business’ bottom line and offer a true return on investment.