At Progress Communications, we love engineering and smart technology. Every day, we translate technical information into clear, accessible messages for our clients: B2B and B2C companies in IT and consumer electronics. We tailor each message to its audience, using the strategy and tactics needed to make it resonate. There are significant differences between campaigns for business audiences and those aimed at consumers.
B2B versus B2C PR
The main difference is that a B2B approach promotes the company before its product or service. Building market trust is a strategic necessity for any business, but it matters even more in B2B, where sales cycles tend to be longer.
Through public relations, you build relationships of trust, inform the market and strengthen credibility. Activities that support this include regularly sharing financial results, developing and pitching compelling customer stories, and arranging interviews in which you explain your expertise and perspective on the market.
The ultimate aim of most B2B PR campaigns — and B2C campaigns too — is to improve the company’s reputation and deliver a worthwhile return on investment. Done well, B2B PR helps business leaders grow their companies and build relationships with lasting value.
Content is essential
The importance of storytelling in B2B PR cannot be overstated. Content matters, whether it takes the form of a press release, blog or opinion article.
B2B PR campaigns are often more tightly focused than B2C campaigns because they target a more specific audience, and their messages are frequently more complex. The task is to emphasise the business value and benefits a company brings to the local market, rather than simply telling a product story.
It also helps to give the company a recognisable face, for example by consistently using the same spokesperson — ideally someone local — in interviews and written communications.
Need advice on your B2B PR strategy?
Typical B2B PR activities include developing media relationships, identifying speaking opportunities, supporting award entries, running social media campaigns, managing issues and crises, copywriting and content marketing, and pitching interviews.
As a technology PR agency, Progress offers this support and works every day to help clients make the most of their PR and communications. Could you use some clear advice? Please get in touch.
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