What are the most effective PR tactics for B2B firms? What are the biggest challenges they face with their PR programs? How could their PR programs be improved?
To find out, researchers at Convey Communications and Demand Metric conducted a survey of 300+ marketing leaders and PR professionals across a diverse range of B2B industries and company sizes.
Brand and reputation management is cited by the largest proportion of respondents (61%) as the most effective PR tactic in use at their organization.
Respondents say the top challenges they face in using PR to meet their business goals are limited budgets/resources and difficulty measuring ROI.
Respondents say their biggest frustrations with traditional PR firms have been an inadequate understanding of industry-specific challenges and a lack of measurable results.
Respondents say PR teams could better support their organization and its PR goals by more deeply integrating with Marketing and Sales, and by putting a greater focus on measurable outcomes.
About the research: The report was based on data from a survey of more than 300 B2B marketing leaders and PR professionals across diverse industries and company sizes.
