Post by account_disabled on Mar 7, 2024 12:36:00 GMT 2
The role of Public Relations (or PR) in B2B has profoundly transformed. After all, everything has changed, in the space of a decade, in the world of marketing and communications. The transformation has not only involved consumer brands, as many think, but also companies that sell products to other companies, i.e. those in the B2B sector. Yet, this aspect is often overlooked: there has been a lot of talk, for a long time now, about the new purchasing behavior of consumers, neglecting the influence that the use of social media, the dominance of smartphones, the proliferation of blogs and reviews have had in the dynamics that drive B2B purchases. The role of Public Relations (or PR) and their effectiveness are seriously questioned. According to the Digital Readiness Report, 18% of B2B marketing decision makers say they have no interest in traditional PR.
This does not mean that the role of Public Relations has exhausted itself, but that Germany Phone Number it is time to overcome the habits of the past and change our approach. Sending press releases to journalists and offering interviews is no longer enough, and many agencies have understood this well. It is necessary to look carefully at the new opportunities of digital, which provides new channels and sources of information for buyers, to give brands a voice by overcoming that of competitors and the widespread noise of online communications, remembering that company purchasing managers are extremely in need of information and who spend a lot of time online to get information before opening their purse strings. B2B PR, what works today In this new and jagged context, a B2B PR strategy should be a fundamental piece of a 360-degree marketing program, in which a company tries to intercept prospects on different fronts, trying to achieve visibility on multiple channels that can influence the purchasing decision: magazines, websites, social media, blogs, forums and so on.
It is important to set up a clear and coherent communication strategy on the various channels, operate continuously and not with a tactical approach based on a few targeted actions, carefully studying the reference market and the specific culture of the brand and company to define the messages to focus on to attract attention. Furthermore, in B2B specialized media, which are aimed at a specific target, are certainly more effective than generalist ones. The purpose of Public Relations activities, even in B2B, is first and foremost to create solid, trust-based relationships between brands and buyers. In an increasingly competitive market, this objective is achieved by offering valuable content. The news is always interesting, but we also need case histories, market data and statistics, original research, and insights that are not necessarily technical and boring, but rather original and engaging, according to the most successful consumer models. PR activities, if revisited in a modern key, can therefore still make an important contribution to brand visibility and lead generation.
This does not mean that the role of Public Relations has exhausted itself, but that Germany Phone Number it is time to overcome the habits of the past and change our approach. Sending press releases to journalists and offering interviews is no longer enough, and many agencies have understood this well. It is necessary to look carefully at the new opportunities of digital, which provides new channels and sources of information for buyers, to give brands a voice by overcoming that of competitors and the widespread noise of online communications, remembering that company purchasing managers are extremely in need of information and who spend a lot of time online to get information before opening their purse strings. B2B PR, what works today In this new and jagged context, a B2B PR strategy should be a fundamental piece of a 360-degree marketing program, in which a company tries to intercept prospects on different fronts, trying to achieve visibility on multiple channels that can influence the purchasing decision: magazines, websites, social media, blogs, forums and so on.
It is important to set up a clear and coherent communication strategy on the various channels, operate continuously and not with a tactical approach based on a few targeted actions, carefully studying the reference market and the specific culture of the brand and company to define the messages to focus on to attract attention. Furthermore, in B2B specialized media, which are aimed at a specific target, are certainly more effective than generalist ones. The purpose of Public Relations activities, even in B2B, is first and foremost to create solid, trust-based relationships between brands and buyers. In an increasingly competitive market, this objective is achieved by offering valuable content. The news is always interesting, but we also need case histories, market data and statistics, original research, and insights that are not necessarily technical and boring, but rather original and engaging, according to the most successful consumer models. PR activities, if revisited in a modern key, can therefore still make an important contribution to brand visibility and lead generation.