About this article

Read time:

4 minutes

Category:

PR services

B2B PR – Everything you wanted to know but were afraid to ask

If you’re a business-to-business (B2B) company, then you should know by now that PR is an essential part of your marketing mix. But what is B2B PR? How do you go about selecting a good agency? What services do agencies provide? And what are the benefits of outsourcing PR? 

In this blog post, we’ll answer all those questions and more. We’ll also take a look at some case studies to show you how it can help your business achieve its goals.

Want to find out more about Skout but don’t have the time to scroll through the website?

Here’s a two minute video that tells you all you need to know.

What is B2B PR? 

B2B PR is the strategic process of raising awareness and creating and maintaining a positive reputation for your B2B brand, products or services among key audiences. It is about more than just issuing press releases – it’s about telling your company’s story in a way that resonates with your target audiences and builds relationships with the media and other influencers.

How do you select a good agency?

A good agency will have a solid understanding of your business, your target audiences and your industry landscape. They will also have a track record of delivering successful B2B campaigns for other B2B clients.

B2B buying lifecycle: how can PR help

B2B buying lifecycle: how can PR help

When selecting an agency, it’s important to consider chemistry and cultural fit. You want to make sure you’re working with an agency that you can trust and who understands your business goals.

What services do B2B PR agencies provide?

B2B PR agencies provide a range of services, from media relations and thought leadership through to crisis communications and social media. A good agency will be able to tailor their services to your specific needs and objectives. The core services offered are as follows:

  • Media relations – This will help you develop and execute a media relations strategy that will raise awareness of your brand, products or services with key audiences. This may include writing and distributing press releases, pitching stories to the media, and arranging interviews and media briefings.
  • Thought leadership – This can help you position your company as a thought leader in your industry. This may involve ghostwriting articles for senior executives, developing speaking opportunities at industry events, and conducting research to support your thought leadership position.
  • Crisis communications – In the event of a crisis, an agency can help you manage the situation and protect your reputation. They will work with you to develop a crisis communications plan and can provide advice on how to best deal with the media and other stakeholders.
  • Social media – An agency can help you develop and execute a social media strategy that will raise awareness of your brand and build relationships with key audiences. This may involve creating and managing social media accounts, developing content, and conducting social media campaigns.

What are the benefits of outsourcing?

There are many benefits of outsourcing this service, including:

  • Access to specialist skills and expertise – PR is a complex and ever-changing field, and it can be difficult to keep up with the latest trends and best practices. By outsourcing this service, you can tap into the specialist skills and expertise of an agency that lives and breathes B2B PR.
  • Objective perspective – It can be difficult to take an objective perspective on your own business. An experienced agency will be able to provide an objective perspective on your PR strategy and help you identify areas where you can improve.
  • Flexibility – Agencies are typically much more flexible than in-house teams when it comes to scale and scope of work. This means they can quickly adapt their services to meet your changing needs.
  • Greater reach – an agency can open up new markets and help you target key influencers that can have a big impact on your business.
  • Improved ROI – Agencies are results-driven, and their focus is on generating a positive return on investment for their clients.

Benefits of B2B PR

How do you gauge the success of a  campaign?

There are a number of ways to measure the success of a campaign, including:

  • Media coverage –  Keep track of the media coverage generated by your campaign, including the reach, tone and key messages.
  • Social media engagement – Keep track of the social media conversation around your campaign, including likes, shares and comments.
  • Website traffic – Keep track of the website traffic generated by your B2B PR campaign.
  • Leads – Keep track of the leads generated by your campaign.
  • Sales – Keep track of any increase in sales that can be attributed to your campaign.
  • Customer satisfaction – Keep track of customer satisfaction levels before and after your campaign.

The most important thing is to set clear objectives from the outset so that you can measure whether or not the campaign has been successful in meeting those goals. If you’re not sure how to measure the success of your campaign, an experienced agency will be able to help.

Skout has been delivering effective B2B campaigns for our clients for over 12 years. We have a team of B2B PR experts who can help you raise awareness of your brand, build relationships with key audiences, and drive results. To find out more about how we can help you, contact us today.

About this article

Read time:

4 minutes

Category:

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.