B2B public relations or corporate communications can take many forms. In the B2B market, it general involves preparing credible, educational articles that “weave in” the features and benefits of a client’s product, service or company.
These articles are then placed in leading trade publications that your end-customers read. Their power of B2B public relations comes from the fact that articles in respected trade publications carry a lot of trustworthiness. The editor is not going to allow an “advertorial” to be published, but a well written, educational article that helps and educates her readers – and also tactfully benefits the client and their products – is generally well accepted.
Taking this a step further, one of the most powerful forms of B2B public relations is using the words of indirect or third parties “influencers” to help promote a product.
Influencers are respected individuals in an industry that are not only recognized as credible, but also trustworthy. Securing an influencer to promote your company or product in a written article can have significant power and sales value.
Altogether, this form of public relations provide end-customers with tangible and fact based reasons to buy your products. In other words and once again, words lead to sales.