PR is vital for businesses looking to race ahead of their competitors. Peers, suppliers and potential clients will all sit up and take notice of a company that is establishing trust and credibility in the complex world of B2B. This might be by appearances in trade publications, at industry events or on digital platforms.

What is B2B PR?

Business-to-business (B2B) public relations (PR) is a specialised field that focuses on managing the reputation and communication of businesses that sell their products or services to other organisations. Unlike consumer-facing PR, which aims to build brand awareness and attract individual customers, PR emphasises establishing trust, expertise, and credibility among industry peers, potential partners, and investors. PR strategies involve crafting compelling press releases, building relationships with industry journalists and analysts, creating thought leadership content, and participating in industry events and conferences. The ultimate goal of PR is to generate positive media coverage, position the company as a thought leader, and ultimately drive business growth.

What are the benefits of B2B PR?

Business to business PR offers a multitude of benefits that can significantly impact a company’s growth and success. Here are the key advantages of implementing a well-structured B2B PR strategy:
Enhanced brand reputation and credibility: PR helps establish a company's expertise and thought leadership in its industry. Positive media coverage and thought leadership articles in industry publications reinforce a company's credibility and trustworthiness, making it more attractive to potential partners, customers, and investors.
Increased brand awareness and recognition: while PR is not focused on direct consumer outreach, it does effectively reach key decision-makers within target businesses. By generating media mentions, thought leadership content, and appearances at industry events, B2B PR raises the company's profile and visibility among industry influencers and potential customers.
Improved lead generation and sales pipeline: PR can directly impact lead generation by showcasing company expertise, highlighting product or service innovations, and showcasing success stories. When potential customers are exposed to positive PR coverage, they are more likely to consider the company as a viable solution, driving sales and expanding the pipeline.
Enhanced competitive edge: in a competitive B2B landscape, PR helps differentiate a company from its rivals. By establishing itself as a thought leader, providing insightful industry analysis, and showcasing innovative solutions, the company stands out from the competition, attracting more attention and business opportunities.

What services are offered as part of business to business PR?

No matter what your goals are, we the expertise and experience to help you achieve them. We’re passionate about helping businesses build strong relationships, establish themselves as thought leaders, and drive sustainable growth. Contact us today to learn more about how we can help you elevate your PR efforts. Our PR services include:

Media relations: building and maintaining relationships with journalists, editors, and influencers in relevant industry publications and media outlets. This involves pitching newsworthy stories, responding to media inquiries, and securing positive media coverage.
Thought leadership development: establishing the company as an expert and authority in its industry by creating and promoting thought leadership content such as blog posts, articles, white papers, and webinars. This helps position the company as a trusted source of information and expertise.
Content creation and curation: producing high-quality content that is relevant to the target audience, including press releases, social media content, blog posts, case studies, and infographics. This content is used to engage potential customers, establish thought leadership, and drive website traffic.
Event management and public Speaking: Organising and managing industry events, conferences, and speaking engagements to showcase the company's expertise, network with potential partners and customers, and generate media coverage.
Crisis communication: developing and implementing a crisis communication plan to effectively manage and respond to negative publicity, product recalls, or other reputational crises.
Social media management: developing and implementing a social media strategy to engage with target audiences, promote company news and events, and manage online reputation.
Influencer marketing: partnering with industry influencers to reach a wider audience, build brand credibility, and drive conversions.
Public Relations Measurement and Evaluation: tracking and evaluating the effectiveness of PR campaigns using metrics such as media mentions, website traffic, social media engagement, and lead generation.
Want to know about being seen as a leader in your field? Get in touch.

Featured B2B PR work

Launching a US fintech in the UK to become a visionary player in the market

Global provider of tax technology solutions Vertex helps businesses achieve frictionless commerce. The company’s mission is to provide the most trusted and comprehensive tax technology in the industry – enabling businesses to transact seamlessly and compliantly, all while supporting their ambitions for growth. Vertex’s suite of products are used by some of the biggest companies all over the world.

However, Vertex’s brand awareness in the UK was low. As part of the business ramping up its marketing activity in the UK, Vertex turned to Skout to drive a PR campaign to grow and enhance its brand awareness, cement its position as an innovative player in the industry and stand out amongst competitors. The campaign would be centred around Vertex’s key messaging: tax transformation, frictionless commerce and being a visionary player in the market.

Latest PR news

If you’re a business and you have a product or service that you know other businesses would love, it’s time to start your B2B PR journey. Your efforts should focus on building relationships, increasing brand visibility and fostering trust among these other businesses. B2B PR requires an approach that is tailored to the business landscape rather than the individual consumer...

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