About this article

Read time:

4 minutes

Category:

B2B Marketing, B2B PR, Guides and advice, PR services

12 Killer B2B PR Strategies To Try In 2023

Business-to-business public relations – B2B PR – isn’t just for emergencies. Excellent PR campaigns are a critical part of any comprehensive B2B marketing strategy. They play a pivotal role in shaping a company’s image, reputation and relationships. Joined-up B2B PR campaigns then help them engage with their key stakeholders as they build authority and trust.

Here are 12 effective B2B PR strategies to consider for your business.

1. Thought leadership

When your key executives appear as industry thought leaders, your company is positioned as a trusted authority. Encourage members of your senior leadership team to speak at industry conferences, participate in panel discussions and have articles attributed to them. This shows the outside world how much you understand your sector.

2. Content marketing is B2B PR’s staple

In the world of B2B, content is king. Developing and sharing high-quality content that is specific to your industry offers valuable insight into your work to potential customers. Whitepapers, case studies and blogs should concentrate on the challenges that your B2B audiences face. Businesses will then view your brand as a source of vital information.

3. Media relations

Building and nurturing relationships with key industry journalists is a great help to your brand. When the time comes to write compelling press releases, you can call on the journalists to help secure coverage which will boost your brand’s credibility when it lands. 

4. Brush up your B2B PR networking at trade shows and exhibitions

Attending industry-specific expos and other trade shows gives you the ideal platform to showcase your work to a wider audience. You can network with your peers and generate PR opportunities with product launches while you’re there.

5. Awards and other recognitions in the B2B PR space

There will undoubtedly be industry awards dedicated to your sector. Entering them brings recognition in your field and can result in important, third-party validation of the expertise and quality you provide which, again, will boost your reputation.

6. Case studies are B2B PR gold

Stories of how your product or service has helped real-world customers are vital. They show the practical value that you can bring to businesses and the benefit of what you do to the B2B marketplace.

7. Partnerships and alliances

This is a two-pronged attack. Collaboration with businesses that are complementary to yours can lead to joint efforts in co-marketing, which takes advantage of both their reach and your PR efforts. All the while, your associations with respected partners in their field strengthens your brand’s credibility further.

8. Research and surveys

Conducting, and publishing the results of, industry-specific research and surveys will provide you with data-driven insight into what matters to your potential customers. These will position your company as thought leaders, generate interest in the media and further establish your reputation.

9. Crisis management

It’s good to be prepared. A crisis management plan outlines how your business might handle various scenarios when the worst happens. If a crisis breaks, remember that transparent, timely and empathetic communication can not only protect your reputation. It may even enhance it too.

10. Employee advocacy will help your B2B PR

It’s important not to lose sight of your employees when focusing on your PR. An employee’s authenticity when they are engaged with and proud of the company they work for can promote its brand. They will use their personal networks and social media platforms to talk about why they love working for your company.

11. Webinars and workshops

Webinars, workshops and educational events for your audience demonstrate how willing you are to look after the current and next generations in your sector. By educating the industry and showing how your business solves specific problems, you are building trust and authority as a forward-looking business.

12. Measuring and analysing your B2B PR

Continuous improvement is important in PR. By measuring the impact of your efforts, you can monitor key performance indicators (KPIs) such as media mentions, website traffic, lead generation and social media engagement. You can look at what has worked, what hasn’t and refine or optimise your PR strategy when looking at your measurement and analytics activity’s data.

Conclusion

These B2B PR strategies give a flavour of how you can engage your peers and potential customers in your chosen sector. The strategies should be tailored to your industry, your target audience and their specific goals, whichever way you choose to implement them. A holistic PR plan will build and enhance your business’s reputation, foster trust and strengthen relationships with B2B stakeholders.

It’s important to stay abreast of the constantly evolving B2B landscape and to assess and amend your PR strategies depending on what you find. This will help you further understand the needs of your audience and how you can fulfil them.  

To talk about your B2B PR strategy and how we can build your brand, get in touch!

About this article

Read time:

4 minutes

Category:

B2B Marketing, B2B PR, Guides and advice, PR services

Do tech companies need PR?

Is traditional media going to become a relic of the past?

Browse more blog posts

Posted on
byJames Weaver
In today’s fast-paced and consistently evolving world of technology, innovation is key to stay ahead of the competition. While breakthrough products and next-generation solutions are fundamentally crucial, the importance of public relations (PR) for the tech industry should not be underestimated. Here, we explore the reasons why tech companies, both innovative start-ups or big tech, need PR and how it...
Posted on
byJames Weaver
Since the dawn of the 21st century, the tech industry has surged and evolved through countless groundbreaking innovations. But in the ongoing pursuit of digital transformation, layoffs in the sector have become an unwelcome trend. We saw it in the aftermath of the pandemic with the industry increasing its layoffs by 649% in 2022, which is the highest since the...
Posted on
byJames Bentley
Things change quickly in the world of B2B marketing, so it’s vital to be ahead of the curve. 2024 will bring with it new challenges and opportunities, so here are five incredible B2B marketing strategies which can make a significant impact for your business this year.  1. Personalised content marketing  Identifying and then producing content for specific target audiences has...
Posted on
byRebecca Brown
There is no denying that Josh Cole Bolland is an early starter. He started working as a freelance photographer and graphic designer aged just 16 and lived the dream, working with bands and musicians. He opened his own photographic studio just two years later and gradually integrated graphic design and video into the mix before he was joined in the...
Posted on
byJack Snell
I recently attended a Mental Health Workplace Responder course by St John’s Ambulance. It is now a part of my responsibility to help create awareness of mental health issues at Skout and to be a point of contact for my team. I have discussed my role with the team in great detail so they know what I’m here for, alongside...
Posted on
bySkout team
Why was PR your chosen career? Coming out of a job in television journalism, I knew that a career working with words was paramount. I moved between several roles in marketing and communications at companies of varying sizes but had always wanted to work in the cut and thrust of an agency where client requirements could be very different from...
Posted on
byRebecca Brown
Over the past few years, poetry has become one of our Skout traditions. As we get ready to close the office doors for Christmas, we thought we’d share with you a festive poem in celebration of all our brilliant clients written by our head of client services, Claire James. Enjoy!  
Posted on
byRob Skinner
Just over 31 years ago, in a speech to mark her 40th year of reign, The Queen told the world that 1992 had been her annus horribilis. To quote, “not a year on which I shall look back with undiluted pleasure.”  During that year, three of The Queen’s children had separated from their spouses, the royal family had been plagued...
Posted on
byHonor Williamson
We invite you to join in on our ‘Big B2B Christmas Quiz’ to test your knowledge of all things Christmas, PR and marketing, pop culture and more before we head into the New Year.   Answers at the end (no cheating, please!). And don’t forget to let us know your score.  Marketing & PR  Christmas  Technology  News  Pop Culture  Answers 
Posted on
byRebecca Brown
There aren’t many B2B marketers out there who don’t spend a lot of time thinking about content and how to best use it to engage their audiences. In fact, over 70% believe content is becoming increasingly important in driving overall marketing success. But just because it’s the right thing to do, doesn’t always mean it’s done right. Audiences are being...

Send us a message

Download The B2B business relationship report

The B2B relationship renaissance – did digital kill it? The importance of relationships throughout the customer buying journey. Please complete the form below and receive a download link via email.