Limited Time Offer: Save 30% on PRO with code WOOHOO »

Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
N E X T
Text:  A A

The New Rules of B2B Public Relations

by Vanessa Horwell  |  
May 19, 2016
  |  3,267 views

Executives are rarely enthused about allocating precious dollars into public relations when they create their annual marketing budgets.

C-level stakeholders (especially at B2Bs in tech-driven sectors) often perceive PR as an expensive cost center. They don't link PR to the business development and sales functions of the organization—and instead cling to the idea that good publicity is a byproduct of good business.

The reality is that tangible business results are (or should be) the outcome of quality PR efforts. Positive publicity is a boon to any business but not the end game of B2B PR.

Worthwhile B2B PR is all about earning results that change perceptions, shape opinions, drive brand preferences, and create new business opportunities. B2B PR should not focus only on impressions and other vanity metrics that our industry still uses.

Those positive results can only be earned from a PR strategy aligned and integrated with the entire business and in sync with the changing media landscape, the evolving expectations of B2B buyers and enterprises, and the new rules and best-practices in the industry.


Rule 1: A complex industry is a good thing

Entrenched in the complex standards, regulations, and market forces of "unsexy" sectors, B2B executives are highly attached to their industry acronyms and jargon.

So when communicating with new audiences, B2B marketers often dumb down what their businesses do and rely on trite messaging about their "cutting-edge" solutions or "leading-edge" technology.


Sign up for free to read the full article.Read the Full Article

Membership is required to access the full version of this how-to marketing article ... don't worry though, it's FREE!

WANT TO READ MORE?
SIGN UP TODAY ...
IT'S FREE!

We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:

Loading...

Vanessa Horwell is chief strategy officer at ThinkInk, a specialist agency serving companies across the advertising, airline, loyalty, mobile, payments, and travel sectors.

LinkedIn: Vanessa Horwell

Rate this  

Overall rating

  • Not rated yet.

Add a Comment

Comments

  • by MIguel Sánchez Fri May 20, 2016 via web

    Fully agree! I have used publicity instead advertising due to my marketing budget mainly but I am a PR believer and the ROI was very clear for me. Each 1 € that i invested I got 27 € in media value. What marketing action will have this ROI?.

    Of course, if you have money.....

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!