A GUIDE TO MODERN DAY B2B PR

BUILD RELATIONSHIPS AND ENGENDER TRUST

• The most critical aspect of B2B PR is relationships• Build a series of two way relationships between your

company and the (business) public• Promote the message in as personal a way as possible• The tone of your communications must focus on the

human element of your audience, creating the sense of person to person communications and not business to business• create a business “personality”, an image and entity

that other companies would enjoy doing business with

CHECK AND MONITOR EVERYTHING

• It is imperative that you keep up to date and on top of everything the public is saying about your brand• Monitor a myriad of online sources regularly for

information, engagement and relationship building• These sources can include social media accounts,

prominent industry blogs, search engines, forums and RSS news feeds

BUILD A TEAM

• Integration is hugely important for Public Relations and B2B PR in particular• In order for PR to succeed there needs to be a

concerted effort from as wide a range of people as possible• Integrate your public relations with other

communications, be that advertising, marketing or otherwise

OPTIMISE EVERYTHING

• Align your PR messages with SEO and PPC strategies• Strengthen your company’s web presence in

organic and paid search listings• Pay close attention to the keywords used and

base press releases and PR communications around these. • An aligned PR and SEO strategy will improve both

organic search rankings and reduce the cost of PPC advertising.

BE VISIBLE AND ACCESSIBLE

• Make sure it is as easy as possible for your intended public to engage with, understand and most importantly share your message• Make sure your PR department is accessible to all

senior levels within the company • Be proactive and take your story to the people• You need to be as open and accessible an

organisation as possible, constantly on the lookout for potential media opportunities.

HAVE A PERSONALITY

• 2013 will see a significant growth in the importance of authorship and authenticity• People wish to talk to an individual rather than a

company• Individuals within the organisation should seek to

develop a business profile• Use your personal brand to establish thought

leadership for yourself and your company