What is B2B PR & How Can It Help You Reach Objectives?

In today's fast-paced business environment, there are many terms to be aware of. One term you may come across is B2B PR, but what exactly does it mean, and why should you care?

This article will shed light on what B2B PR is and its potential benefits for an organisation. It will discuss how B2B PR differs from B2C PR and why it is vital for companies.

What is B2B PR? B2B PR stands for "business-to-business public relations," which promotes a business's products or services to other companies. It can help businesses establish themselves as thought leaders and trusted experts in their respective industries

Furthermore, we'll explore various techniques used with B2B PR, such as owned, earned, and paid PR, which can enhance a company's brand awareness and trust in the business community.

What is B2B PR?

B2B PR stands for "business-to-business public relations," which promotes a business's products or services to other companies. B2B marketing & PR professionals specialise in creating relationships with key industry publications, securing media coverage in trade journals and business publications, and crafting content that speaks to the needs and interests of other businesses.

Why does B2B PR matter? 

B2B PR  can help businesses establish themselves as thought leaders and trusted experts in their respective industries. B2B PR professionals can help their clients generate leads and increase brand awareness by building targeted messaging and relationships with relevant media outlets.

For example, say you have a product that you believe can add value to other companies, but you're struggling to get the word out, B2B PR can be an effective solution. B2B PR is all about creating awareness, building credibility and increasing your reach among your target business audience.

Here at Altitude PR, as specialists in B2B PR, we work with businesses to boost their brand awareness and stand out in their industry. Our tried and tested strategy has successfully achieved excellent results for our clients.

One key example can be seen in our work with Arcus, where we helped them craft key messages and implemented them across their brand. Following this, we launched regional, national, and trade PR campaigns that helped Arcus achieve impressive results. The company was shortlisted for the prestigious Landscape Institute Awards and received highly commended recognition at the Planning Awards 2021.

Our expertise in B2B PR means we know how to craft messages that resonate with the target audience and get the desired results.

How Does B2B PR Differ From B2C PR?

There are two main types of PR: B2B PR and B2C PR. Although they have some similarities, the way they get coverage is different.

B2B PR is all about targeting other companies; this means using PR resources to connect with core businesses and build strong relationships with them. The goal is establishing trust and credibility with these businesses, making them more likely to want to work with you.

In contrast, B2C public relations is about reaching out to the public, such as presenting a product or service in a way that's appealing to everyday consumers. Think of social media campaigns or TV advertisements. The aim is to get everyone talking about your product and get people excited about it.

Whether you're doing B2B or B2C PR, the key is understanding your audience and tailoring your approach accordingly. It's all about building relationships and getting people to notice your brand.

There are several types of PR to consider as a business owner, and it's important to learn which type is best suited to you. To learn more, read one of our popular articles - ‘Different Types of PR: Your Ultimate Guide’

Why is PR Important For Corporate Companies?

Communication is crucial to any business, and public relations (PR) should always be at the heart of a company's foundation. PR is vital for corporate companies to build and maintain a positive reputation, manage crises, attract stakeholders, and enhance credibility. By investing in PR, companies can gain a competitive edge and succeed in the long run. We’ve outlined some of the main reasons why B2B PR is important below:

• Reputation Management

How consumers perceive a corporation is everything - a bad reputation can ruin a corporation. This is where hiring a PR firm can help. Instead of companies going in without a strategy, PR agencies can help guide you to ensure you maintain a positive reputation. 

• What Does a Good Reputation Do? 

A company with a strong reputation has increased trust amongst its consumers. The better a corporation's reputation, the more benefits it will see - whether that’s consumer loyalty, increased market share, higher profitability, or a better ability to attract and retain talented employees. A good reputation is vital.

• Brand Awareness

Your business can have excellent products, values, and committed staff, but it won't matter if no one knows about it. This is where PR comes in, as it can help corporate companies increase their brand awareness. 

With the help of PR strategies, a business can promote its strengths and unique selling points to a wider audience, thereby raising its profile and attracting potential customers. By enhancing brand awareness, a company can also establish itself as a reliable and trustworthy brand, which can lead to gaining a positive reputation in the industry.

• Crisis Management 

As a business owner, you hope the day never comes when the company faces a crisis. However, ignoring the possibility of a crisis and putting your head in the sand is not a wise strategy. Instead, it's essential to be proactive and plan by engaging a PR team to develop a crisis management strategy. 

By having a well-thought-out plan, you can be better prepared to handle any situation and ensure that your company's reputation is protected. The key to effective crisis management is being prepared, so working with a PR team to identify potential issues and develop a strategy to address them is essential. With a solid crisis management plan, you can have peace of mind knowing that your company is well-equipped to handle any crisis that may come its way.

• Media Training 

Media training is an important aspect of PR that is essential for corporate companies to take part in. This ensures they can effectively communicate with the media and instills confidence in their audience. Just as a confident and knowledgeable shop assistant is more likely to sell a product, a spokesperson who appears nervous or unsure can undermine the credibility of a company's message. 

With media training, companies can ensure that their representatives can speak with confidence and authority, building trust with their audience and effectively communicating their message. Media training can help corporate companies to create a positive public image and establish themselves as a credible and trustworthy brand.

If you’re keen to learn more about the importance of media training when acting as a company spokesperson, read our most recent article - ‘What is Media Training and Why is it Important?’

Which Techniques Does B2B PR Use?

To ensure success in B2B PR, companies must use the right PR techniques to reach their target audience and maximise brand awareness. These techniques are divided into three categories: owned, earned, and paid.

• Owned B2B PR

Owned media refers to the channels and assets that a company owns and controls. Imagine it like owning a house - it's yours, and you can do anything you like with it. It's all within your control. 

So, companies can own and manage all their platforms, such as the company website, social media profiles, blogs, and newsletters for companies. B2B companies can use their owned media as a platform to share engaging content with their target audience. Doing so can establish themselves as leaders within their industry, build trust and raise brand awareness with their audience. 

Owned media is a powerful tool that enables companies to create and share specific content and key messages on their platforms to reach their target audience. It's like having a group of people in a room eager to listen to what you have to say and promote.

• Earned B2B PR

Compared to paid or owned media, earned media can be considered the ultimate aim of B2B PR, and it is the hardest to achieve.

As the name suggests, it's something that a company must earn. It involves getting a third-party source to write about your company or organisation without paying for it or writing it yourself.

For example, a company can earn PR by creating a press release and having it picked up by a journalist who then writes a story on their business and publishes it online, in print or on broadcast. It's all about creating valuable content that is interesting and newsworthy to the target audience and then pitching it to journalists or media outlets. Once earned media is achieved, it can significantly enhance a company's credibility and reputation in the industry. 

To make the most out of earned PR, B2B companies should build strong relationships with relevant journalists. As well as create compelling stories that resonate with their target audience, monitor and respond to any coverage they receive.

• Paid B2B PR

Paid media is essentially a way for companies to ensure that their message reaches a larger audience by investing money into channels such as online ads, sponsored content, and events.

For instance, through paid media, companies can create sponsored social media posts that are targeted toward specific audiences based on their interests and demographics. Similarly, they can pay to have their articles featured in magazines that are relevant to their target audience.

By incorporating paid media into their overall PR strategy alongside owned and shared media, B2B companies can create a comprehensive approach that effectively engages their target audience, builds their brand, and drives growth.

Professional B2B PR Services From Altitude PR

B2B PR is crucial for any business as it plays a vital role in building and maintaining a positive reputation, managing crises effectively, attracting investors, and enhancing credibility.

 At Altitude PR, we understand the significance of B2B PR for your business and offer a range of techniques to ensure your company achieves the best possible results. Our team works closely with you to develop key messages, identify your target audience, and determine the most effective PR techniques for your specific needs. We then implement a comprehensive PR strategy that can help your company achieve increased brand awareness, increased trust and reputation, and success within your industry. 

If you're looking for help with your B2B PR needs, feel free to call us and book a free consultation. Call 0114 252 1172 or email us at mailto:info@altitudepr.co.uk to take your company to new heights.