The business to business (B2B) landscape is changing, and part of that transformation is the realization that public relations is just as vital to B2B organizations as it is for business to consumer (B2C) businesses. As experts in the B2B space, at Proven Media, we can attest to the fact that a solid B2B public relations strategy is vital to a business’ success.
“Traditionally, the B2B space was one that had no place for emotions. It was all about information – features, benefits, prices and comparisons. The marketplace was tightly knit with most players in a specific industry knowing the other players. Advertising and visibility were directly proportional to the depth of a brand’s pockets,” according to an Entreprenuer.com article. “The internet changed all that. Until then, information was the domain that solely belonged to the ‘experts.’ Now it became freely available, and customers became aware of their own needs. New players from parallel fields entered the market and competition grew.”
What is B2B public relations?
B2B and B2C public relations have a lot in common—the main difference is the audience. In B2C public relations, your goal is to communicate your brand’s story to the consumer. In B2B PR, your goal is to communicate your brand’s story to the businesses you work with as your clients.
A company’s B2B PR team can fulfill a variety of roles and is often in charge of the organization’s content marketing, social media strategy, media relations, press releases, case studies, event marketing, coordinating press interviews, media training, e-communications, speaking opportunities, crisis communication, and more. Sometimes, they will also head up investor relations and communication as well.
“B2B PR differs from B2C PR in that it’s largely driven by relationships,” according to a blog post by Meltwater. “While the goal of B2C PR is to build brand awareness, B2B PR aims to build trust. It’s less about products and more about results. PR pros emphasize good communication with other businesses and show buyers how your company adds value. This means you’ll need a firm grip on what’s important to your target audience and what drives them to buy.”
What are the benefits of B2B PR?
There are many benefits to having a solid B2B public relations team for your company. These can include:
- Gaining positive publicity in the B2B space and B2C (when applicable).
- Showcasing your business’ experts as industry thought leaders.
- Announcing new products, services, or partnerships.
- Keeping your business’ social media and website content up to date.
- Expertly handling crisis communications efforts.
- Creating and maintaining your business’ newsroom and media materials.
- Gathering client testimonials and sharing their positive stories.
- Coordinating and creating your company’s communication tools, including e-books, podcasts, white papers, infographics, case studies, blog, videos, and more.
B2B PR is a tool to help businesses connect with their clients—sharing the right messages with the decision makers that matter most. It helps a company to create a stronger brand presence, which helps the organization to foster a positive reputation in its industry—eventually leading to more revenue and repeat clients.