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 sectors.

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 & crisis management, 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 contact us.

by Nicola Rutzou | @NicolaR