Three Ways to Get the Most Out of B2B Public Relations

Conventional wisdom says any publicity is good publicity. There are plenty of exceptions to that rule, but it tends to be more relevant for B2C companies than B2B ones. Reaching the widest possible audience pays off more when your top goals are increasing brand awareness and reaching new markets.

Photo credit: Cicilia Arcurs

For B2B companies, though, effective public relations requires focus. General consumers are never going to buy the product or service a B2B company offers, so the kind of wide-ranging PR effort that works for fast food and washing machines won’t make sense. It might generate some sales, but there can also be a lot of wasted time and energy.

Efficiency and Expertise

Here are three ways that a good B2B public relations agency like Ripley PR can deliver the most effective PR to B2B clients.

  1. Expertise. You have to understand a client’s business in order to be an effective advocate for them. Great B2B PR teams stay up to date with news and trends, know who their clients’ competitors are, understand the specific needs and expectations of their clients’ customers and have long-term relationships with editors and reporters in the trade media. 
  2. Personal relationships. Great B2B PR professionals connect with clients on social media and share interesting articles or blog posts. They don’t wait for regularly scheduled meetings, either. They check in with clients after trade shows and ask for their reactions to industry news and trends. Trust and confidence are two of the most important PR tools.
  3. Efficiency. Efficiency is the key to B2B public relations. B2B companies want to reach the decision-makers in their industries. Scattershot media pitches and content-free press releases don’t work, but they still take time and energy. For your clients, that equals money. An experienced and effective B2B PR agency will deliver the right message to the right audience and produce measurable benefits.

If you’re ready to get the most out of your B2B PR efforts, email Ripley PR or call us at (865) 977-1973.

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Matthew Everett

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