Understanding B2B Public Relations

Public Relations

Carlos Maya

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Communication and public relations activities carried on by companies that are devoted to the sale of goods or services to other businesses, are known as B2B PR.

While B2B public relations strategies apply similar principles to public relations focused on the final consumer (B2C), in B2B the key audience is segmented, non-anonymous and gives the possibility of having more information about it. And these are the most important differences and characteristics of a B2B strategy: individualization and segmentation, as well as knowledge and information that can be acquired from key audiences.

The public relations startegy's goal is to create a strong corporate reputation that helps build trust in key audiences. Having a segmented audience with more information, provides the opportunity to develop specific tactics, based on corporate reputation and positioning the company as a benchmark of their industry, and stand out from other similar campanies.

Some effective tactics for a B2B public relations strategy are:

TAERGET SPECIFIC MEDIA DATABASES:

The creation of a vertical media database, focused on a specific industry and key audiences is a B2B must. This database should include Business and Finance media and also media from the specific industries like Technology in case of a software company, or entrepreneurship media outlets in case of dealing with an app or startup.

CREATE ATRACTIVE AND VALUABLE MATERIALS:

Developing value content that showcases and explains the company's solutions or services, is the key to amplifying our communication. Another Company uses hook-stories, listicles or bylined articles designed by source/industry/media in order to make information available, attractive, and convenient.

PROMOTE 3RD PARTY RECOMMENDATIONS WITHIN SPECIFIC INDUSTRIES

The principle of public relations is to let third parties talk about the company or brand. In B2B public relations it is fundamental the development and positioning of relevant case studies that show how the customer's problem was solved and how said solution may help other potential customers of the same industry.

BRING THOUGHT LEADERSHIP TO THE FOREFRONT

Exposure and involvement of spokespersons is key to any B2B PR strategy. They are the human face behind the company and they are the minds that make things happen. It’s very important to position the spokespersons through interviews with media outlets and events. As a result, spokespersons might be considered as referents, not only in subjects related to their industry but also in specific topics where they can give an expert opinion.

A communications and public relations agency is fundamental for the creation of a B2B strategy and it's good implementation. If you are looking for a B2B PR agency, click here to schedule an appointment.