Business to business (B2B) public relations shares a lot of similarities to business to consumer (B2C) public relations. But there are nuances that PR professionals need to know to maximize their B2B PR strategies. The biggest difference: the target audience.
B2B companies sell to other businesses. Customers aren't making personal buying decisions, but rather decisions that will affect the entire company. The stakes are higher. More decision-makers are involved. Buying cycles are longer. And business customers are increasingly more discerning about the companies they do business with.
What does all of this mean for your B2B PR and marketing strategy? Let's look at the differences that matter most and how you can tailor your PR to your business customers.
Table of Contents:
What Is B2B PR and How Is It Different from B2C PR?
A B2B company is simply one that sells to other businesses rather than general consumers. Therefore, we can define business-to-business public relations as PR that's tailored to B2B companies.
Companies use B2B PR in a number of ways:
- To promote themselves as an industry thought leader
- To gain positive publicity around their brand
- To announce a new product, service, or partnership
- To respond to an incident or negative publicity
B2B PR differs from B2C PR in that it's largely driven by relationships. While the goal of B2C PR is to build brand awareness, B2B PR aims to build trust. It's less about products and more about results.
PR pros...
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