Since starting my career in public relations (PR), I’ve had the opportunity to work with different clients across various industries, including technology, consumer, corporate and even healthcare. This also allowed me to learn the tips and tricks to manage clients with very different strategies, target audiences, as well as goals.
The business world is vast and varied, with endless companies, brands, and sectors vying for attention. However, when it comes to PR, the playing field narrows considerably as there are two main types of PR strategies: business-to-consumer (B2C) and businesses-to-business (B2B).
It’s easy to assume that a PR strategy for one would be the same for the other, but while the core principles of PR apply to both B2C and B2B strategies, the two approaches differ in several key ways. This is largely due to the different nature of the target audience and their respective motivations.
To give you a better sense of how these differences play out in the real world and how to develop effective PR strategies for each type of business, let’s learn more about each type:
What is B2C PR?
B2C PR generally targets the masses or everyday consumers with buying power. The goal of B2C PR is to build brand awareness, which leads to higher brand recall and, ultimately, sales. The approach here is simple: shape a positive image of the brand and its goods or services to appeal to the emotions and values of shoppers. After all, people prefer to shop at brands with values that align with their own.
With B2C PR, we cannot solely rely on traditional PR tactics like distributing a press release or hosting a press conference. There needs to be an integrated campaign with both traditional and digital PR strategies. Some of the digital PR tactics include social media campaigns and influencer partnerships that directly reach customers — both your target and the general public.
For instance, one of our B2C clients, Bumble, worked closely with us to launch their annual Bumble Dating Trends report to show how single Singaporeans prefer to date today. The goal of this report was to showcase the interesting data and insights Bumble has about dating trends to secure media interest, get the word out about Bumble, and attract more users.
To make this happen, we deployed a multi-pronged B2C PR approach that included distributing a press release highlighting local Singapore dating trends, hosting an interactive launch event for the media, and working with key influencers. For the launch event, the team brought in an expert dating coach to discuss the findings and her professional opinion. This generated positive media buzz and resulted in coverage in tier 1 media, ranging from The Straits Times to a Channel 8 video feature.
How to Develop PR Strategies for B2C Success
When it comes to reaching everyday consumers, a specific approach is required. Here’s an overview of how to develop an effective B2C PR strategy:
- Focus on building emotional connections with consumers: This can be done through storytelling, influencer marketing, and social media engagement.
- Generate positive media coverage in consumer-facing publications: This will help you reach a wider audience and build brand awareness.
- Use social media to connect with consumers and build a community: Social media is a powerful tool for engaging with consumers and creating a buzz around your brand.
- Leverage user-generated content: Encourage your customers to share their experiences with your brand on social media.
- Hire a specialised PR agency: A consumer PR agency can offer expert PR management services, helping you develop and execute a winning PR strategy that resonates with your target audience and drives business results.
In a nutshell, B2C PR needs to deploy specific strategies and PR management tactics that engage the brand’s target audience and build a positive association.
Meanwhile, B2B PR is a whole different ball game.
What is B2B PR?
Generally, B2B PR targets other businesses with the aim of establishing relationships that are mutually beneficial. The key here is to help the brand solidify its position as an industry thought leader through dedicated PR management that ensures consistent messaging and engagement. As the target audience is typically more niche and specialised, the messaging and content must be tailored to this specific audience.
B2B PR strategies typically involve trade shows, networking events, and industry publications. The content developed specifically for B2B PR is often more technical, informative, and educational, and aimed at establishing the company as an industry expert. However, it is essential that B2B PR practitioners ensure the content strikes a balance between being informative and easy to read — which often means it cannot be bogged down by heavy industry jargon. If it is, it can alienate the reader, even if they are in the same field.
B2B PR is also a great way to spotlight existing customers and help build credibility and trust with potential clients. For instance, one of our clients, Zendesk, has been working closely with its customers, securing joint interview opportunities that showcase how customer experience can truly enhance business operations.
How to Develop PR Strategies for B2B Success
Effective B2B PR management requires a strategic approach that resonates with your target audience and drives business growth. Here’s an outline of how you can develop a good B2B PR strategy:
- Focus on building relationships with key industry publications and journalists: This will help you get your brand featured in relevant media outlets and build credibility with potential clients.
- Position your company as a thought leader in your industry: This can be done through engaging content like thought leadership articles, blog posts, white papers, and speaking engagements.
- Leverage industry events and conferences: These events provide a great opportunity to network with potential clients and partners and generate media coverage.
- Use data and case studies to support your claims: B2B buyers are often more analytical and data-driven, so it’s important to back up your claims with evidence.
- Partner with the right agency: An experienced B2B PR agency can provide a comprehensive suite of PR services, offering valuable insights and expertise to help you navigate the complexities of B2B PR and achieve your desired results.
Get Results with Strategic PR
Knowing the difference between B2B and B2C PR is just the beginning; the real challenge for most businesses comes when actually developing and implementing effective PR strategies for each.
Not sure where to start with your brand’s PR? We’ve got your back. Drop us a note at [email protected], and let’s work together to elevate your brand.