Good PR is good PR regardless of the type and industry, right? Yes and no. Fluff is never good but in the B2B realm, it can be a killer. There’s no quicker way to be ignored and have pitches or content fall flat than not communicating targeted, relevant information. That’s the number one rule and it permeates every area of B2B PR.
Acquiring the specialized knowledge required to do your job well is one of the primary challenges. Here’s the mantra: know your business, their product or service and their audience – intimately. But this is not a one-size-fits-all proposition. Your company can have more than one audience. It might even have four or five, each vastly different and requiring disparate strategies and campaigns, target media and tone of voice.
This need for immersive knowledge also extends beyond your business. You need to know your competition and how the market (and ideally customers) perceives them so you can create campaigns that rise above, reinforce or change those perceptions.
Successful PR today is about generating and disseminating content. So once you’ve created that great content you need to optimize it across channels.
Finally, news cycles are lightening fast, editors move around often, and new sites and bloggers can emerge and fall out of favor quickly. Speed and agility are essential. So is consistency. Relationships with influencers must be nurtured.
What can be done? Here are a few tips:
Hone your writing skills
To be good, you’ll need them, whether writing a pitch, a blog, speaking submission or case study. Even if you’re not ‘a writer’ it always helps. And if you really can’t do that find someone who can.
Think outside the circle
You need to get creative to break through. Some ideas may not be considered traditional PR; who cares? Share them. As long as they fit with the strategy you’ve defined, go for it. Businesses like creative ideas; that’s why they’ve got you.
Be an industry nerd
Get entrenched. Read up on the industry sector. See what competitors are doing. Go to industry events and ask lots of questions. Already there? Work on establishing yourself as a thought leader.
Consider the end game
How will your work affect sales? Be a partner, not a vendor. Work across internal divisions to create integrated campaigns that work across the entire company from sales, to HR to marketing and beyond. It’s all about adding value in whatever way possible.
These days, the lines between marketing, PR, social media and, increasingly, content development, aren’t just blurring they’re downright invisible. That might be scary but it’s also much more interesting.