Three things to look for in the right B2B tech public relations agency

In many ways, business is business, and the principles of public relations are the same regardless of the particular industry or market you’re working with. Clear messaging and a coherent strategy are just as essential for brand-new consumer brands as they are for legacy companies, and managing a public communications crisis for an automotive company requires the same skills as managing one for a university or restaurant.

But the devil is in the details. Executing a strategy takes specific knowledge and expertise. In a crisis situation, you want the team guiding your communications to be familiar with your product, your company culture, the current state of your industry, and the reporters and editors who will be asking you questions.

A real and measurable difference

B2B tech companies, whether SaaS providers or hardware manufacturers, may seem like the least likely businesses to benefit from public relations. In the B2B world, reliability, consistency and value outweigh novelty and sex appeal. But effective B2B tech public relations  can make a real and measurable difference. In fact, in an industry where PR is often a low priority, a great PR effort can provide your company a significant advantage.

But make sure you’re getting the right agency for your B2B tech needs. Here are three things to look for when considering a B2B tech public relations agency:

  1. Experience: Don’t be tempted by PR teams that have done splashy consumer work. You might get the results you’re looking for working with them, but an established, proven agency with B2B tech PR experience is a better bet. Don’t pay for someone else’s results.
  2. Relationships: An agency with specific B2B experience can hit the ground running, especially if they have proven experience in your industry. They’ll have established relationships with the media insiders and industry thought leaders who can help your brand, and their familiarity with the industry means they’ll quickly help you craft the right message at the right time for the right audience.
  3. Results: Working with a PR agency in your specific field means you can compare apples to apples. You don’t have to wonder if that spectacular consumer PR work will translate to B2B. An expert B2B agency will have concrete results that demonstrate exactly what they can do for you.

If you’re ready to take your B2B tech brand to the next level, Ripley PR can help. Contact us online or call (865) 977-1973.


Matthew Everett

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Public Relations