Traditional public relations (PR) tactics are often created with an eye towards a consumer audience, but a B2B PR plan can be equally effective when assessing your business strategies and goals. Check out 5 key elements to building a sound B2B PR strategy:
Step One: Establish Your Goal(s)
Do you want to…
- share news or an announcement with your industry?
- raise awareness and drive trial of your brand or product?
- position yourself as an industry leader, innovator or educator?
Step Two: Develop Your Target Audience
B2B PR is more focused on reaching specific influencers in your industry than delivering a broad message to the masses. Once you establish your goals, you will have a better idea of who your target audience is and which industry decision-makers, influencers and thought-leaders you will want to connect with in order to reach them.
Step Three: Do Your Research
Where are decisionmakers getting their news, and where are industry opinion leaders sharing their thoughts? Some common places might include:
- trade shows
- trade publications
- social media and review websites
- third-party sources like blogs or product forums
In addition to researching the best outlets for consideration, it’s important to know who at the outlet or publication might be the best fit for sharing your message. Consider the person’s position, beat or whether they have covered your company/topic before when deciding who to contact. It can be more effective than sending a pitch to a general news contact or the entire staff.
Step Four: Craft Your Message
Once you know who your audience is and how to reach them, it’s time to create a message that will resonate. Ensure that your core message is credible, easy to remember, relevant and clear without being too salesy. Bonus points if it offers a solution to problems their customers or the industry are already facing.
Step Five: Assess Coverage Quality
You should have metrics or KPIs (key performance indicators) in place for measuring your campaign’s success. For B2B PR efforts, some suitable metrics to track are:
- number of hits (how many different outlets did it appear in?)
- location of coverage (this includes which publication the coverage appears in as well as what format e.g. online, in print, social media, etc.)
- depth of coverage (did you get a quick mention or reference or a full interview?)
- conversations or actions this coverage is generating (i.e. event attendance, website visits through a trackable link or social media engagement)