B2B PR - Sell the company first
PR campaigns targeted specifically at a business audience, known as B2B PR,
differ from most consumer PR campaigns because you must sell the company first
and the product or service second.
The strategic imperative for every business is to engender trust, but
particularly in B2B, where the average transaction is higher and the sales cycle
longer. Public relations is far more than writing and pitching media releases.
PR builds 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 also more
sophisticated and complex.
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 important to
emphasise business value and benefits over price. A strategy that focuses only
on price is doomed to be very short-term.
B2B communication is also not only the domain of big business. The majority of
our clients are small exciting businesses making a mark in their own niche
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,
are career-focused 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.
Those learning environments are now even more critical, given the growing
mistrust of many advertising and marketing tactics.
The overall goal of nearly all B2B campaigns is to positively impact a business'
bottom line and offer a true return on investment.
Typical B2B PR activities may include
media relations & coverage,
speaking opportunities, entering awards,
online public relations
including social media,
strategic partnerships, issues &
developing corporate &
marketing material and many more.
For an example of a successful B2B PR campaign have look at our case study on
Azure Group, an
accounting and financial services firm.
For more information on developing a successful B2B public relations program