A Guide to Modern Day Public Relations for Business to Business Organisations

1. A GUIDE TO MODERN
DAY B2B PR

2. 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

3. 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

4. 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

5. 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.

6. 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.

7. 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