About B2B PR
PR campaigns targeted specifically at a business audience, known as B2B PR, differ from most consumer PR campaigns because you must sell the company first and the product or service second.
The strategic imperative for every business is to engender trust, but particularly in B2B, where the average transaction is higher and the sales cycle longer. Public relations is far more than writing and pitching media releases. PR builds trusted relationships, educates and wins credibility.
B2B PR campaigns are also usually more targeted than consumer ones because you are aiming your messages at a more defined audience. The messages are also more sophisticated and complex.
A well thought out B2B PR program identifies unique value within an organisation and creates a plan for reaching key decision makers. It is also important to emphasise business value and benefits over price. A strategy that focuses only on price is doomed to be very short-term.