If your focus is traditional public relations in the B2B space, you already know that the current landscape is anything but “traditional.” In the new environment, cost efficiency is paramount — which means that resource allocation is essential.
This requires you to determine not only which media content your stakeholders consume, but also to understand how, where and why they consume it. The increasing emphasis on targeting core audiences, identifying active influencers and establishing relevant benchmarks presents a professional challenge. Yet, it also constitutes a professional opportunity as you fully utilize your knowledge, skills and experience to help your organization obtain maximum rewards from marketplace trends and events. In this session, you will learn:
Tactics and the related tools that enable you to leverage your PR and communication efforts.
Simple ways to identify and engage influencers.
How to generate awareness and build positive brand perceptions with key influencers.
To create qualified leads and retain existing clients.
How to accurately measure B2B PR activities.
The balance of power in B2B public relations has shifted. No longer do the media hold all the cards, though they are still important influencers. Because the B2B public relations ecosystem is continuing to evolve so quickly, we are devoting some posts to B2B PR best practices and the changing face of the profession.
The key to successful B2B PR is accurately identifying your audience and their drivers, and then developing tailored content that is specifically designed to engage and resonate. This content needs to be released at the right time, and in the right format, to ensure that the decision-makers you are targeting are reached and understand the message.
There really is no excuse for not knowing exactly what your PR program is doing for your business. B2B PR practitioners need to understand specifically how PR fits into the sales funnel, and then find “correlating points” to interject calls to action. She share that phrases such as “how did you hear about us?” and “was this helpful for you?” can help specifically to tie PR tactics to outcomes.
A congruent viewpoint on measuring your PR activity would be siloing PR measurement into three aspects:
Outputs (reach, content)
Outcomes (knowledge, opinion, attitude)
Business Results (added value)
Understanding the business results of PR tactics is the missing link to how PR has been traditionally viewed, and is especially true in a specialization like B2B that offers much less publicly-available feedback.
Assesingwhat is the biggest challenge in B2B PR is not easy! It’s hard to think of a profession that has changed more in the past 10 years! A brand is what Google says it is. Press releases are created for organic search purposes. PR is a real-time business. Newsjacking is often a way to amplify attention. News cycles are frequently measured in minutes and hours, and not days. There is a whole new technology backbone to support PR—to communicate, track, measure and identify opportunities. Blogs posts serve as “link bait” for people and companies hyperlinked in those posts. Pity the PR person who is not agile and technically astute.
There has never been greater opportunity to engage with influencers than today. You don’t have to get someone to a meeting or on the phone to engage. A tweet, comment on a blog, DM, twitpic, and video are all ways to engage in new ways. It is very much a two-way street. Successful PR professionals know how to help the media and influencers to make a connection or write a story. They feed valuable, timely information to the right person with long-term relationship building in mind.