By definition; corporate public relations – or B2B PR is a combination of earned, owned, shared and paid media that focuses on the needs of the buyer, while simultaneously satisfying the media. Skilled PR practitioners balance these two needs – even when there are conflicting interests.
What is B2B PR?
Great PR will pay attention to your company and its image – not solely its products and services. B2B public relations builds trust in your company, informs and educates your relevant audience (buyers and media) and builds your credibility.
The end goal of PR is to convince key decision makers to buy your product or service. PR does this by identifying a need that the buyer has, then creating trust in you to fulfil that need. An effective PR campaign can transform a simple product from ordinary to extraordinary – all thanks to a cleverly-crafted story.
At its core is a simple formula – hone the unique value an organization offers, craft a strategy to reach key decision makers and highlight the personal benefit to their company. The size of a business does not enter into this equation – small businesses and startups are at the heart of PR professionals desire and capability to carve out an exciting place for their niche in the market.
It is also essential that your brand story resonates with the media. This may require expanding your story so its not just about your company, but in fact part of something that is trending. Or it might mean focusing on research behind your story to give it more weight. Effective PR will fashion your story into a tale that has meaning both for buyers and media.
Are PR and advertising the same thing?
No. While corporate PR may involve some paid opportunities such as native advertising or social or Google ads that are paid for, PR and advertising are not one and the same. Bottom line – advertising always costs money. And no matter how much money you throw at an advertising campaign – you don’t always know how effective it will be – if at all.