The Dos and Don’ts of B2B PR
To be a successful PR partner to B2B clients, you must understand their industry, target audience and how they add value to other companies. The stakes are high for B2B companies because they need to prove to other discerning business owners why they are the best at providing a solution, meeting a need or streamlining a process. Business buyers want products and services that increase profitability, reduce costs and enhance productivity.
With that in mind, the main goals of B2B public relations is to build trust and establish a remarkable reputation within the industry it serves. Here are six (6) dos and don’ts for creating your next B2B PR strategy.
Do:
Prioritize thought leadership. Contributed content, interviews and speaking engagements are invaluable ways to position your client as an authority in the industry and establish credibility among its target audience.
Thought leadership opportunities allow an executive to actively promote the company while also showing their individual talent, skill and expertise. Plus, the key target audience will appreciate hearing valuable, free information which can fuel future business opportunities.
Focus on industry publications. Most clients want to be featured in big and sexy national outlets like Bloomberg and Forbes. However, B2B audiences are likely paying closer attention to industry-specific trade media publications.
For example, BCENE works with several real estate clients whose primary business goals are attracting investors and retail partners. We concentrate on securing coverage in industry publications like Builder and Multi-Housing News because we understand investors and retailers actively look to those publications as a source for opportunities.
Encourage your clients to take a stance on social issues. In today’s political climate, it’s no longer advantageous for companies to remain quiet about hot-button issues. Stakeholders and employees want to work with companies that align with their values, whether that’s standing up for women’s reproductive rights or supporting BIPOC organizations. Solidifying a stance on divisive issues will weed out partners and potential candidates that don’t fit the culture. As a strategic communications partner, you can prepare your client’s messaging and guide them on the best approach to communicate their stance.
Don’t:
Take every piece of information at face value. Dig deeper with your clients. Sometimes they don’t know what information is valuable for PR or they don’t think certain announcements are newsworthy. On status calls, ask questions about happenings in the business, trends your client is seeing in the industry and goals they’re looking to accomplish. You never know what might come out of asking questions.
Underestimate the power of account management. Here at BCENE, we see ourselves as an extension of our clients. We’re not just pitching machines who churn out press releases and garner media attention (although we’re great at that). We’re also advisors and strategists. When working with B2B clients, make sure to underscore the intention behind your PR approach and communicate early and often about strategy.
Set it and forget it. While sending press releases over the newswire and calling it a day works for big corporations, smaller businesses shouldn’t follow suit. Unlike large brands who receive a steady influx of media inquiries, privately owned B2B companies have to work harder to earn media attention and establish credibility with reporters.
The newswire shouldn’t be the end all be all for media outreach. Instead, take the time to personalize pitches to top media contacts. A more tailored approach will help to establish relationships with editors and open the door for future opportunities.
