In the sales process, there is a need for targeted work with the target audience

For a number of reasons, PR tools have always been relevant in the B2B sector. The specifics of this sector are such that the audience of potential consumers of products and services is usually quite small, and the products and services themselves are usually quite complex and expensive. Therefore, in the sales process, there is a need for targeted work with the target audience (including through personal contacts), in explaining the essence and advantages of the products and services offered, as well as in price reasoning. In addition, B2B companies usually do not have a large budget for promotion, and reaching a large audience is not the goal, because target consumers occupy only a small part of it. All this logically leads to the conclusion that PR is the most effective promotion tool in the B2B markets. This is confirmed by the current market situation.

Valery Kureiko, director of Publicity Creating, notes that many B2B companies in search of new promotion channels tried digital and social media advertising, but did not achieve the desired result, because advertising methods are tactical. Therefore, companies are returning to more proven methods.

“In the B2B segment, a stable positive reputation of the company is extremely important, and you can build it only with the help of PR,” the expert notes.

Thus, the expert claims that to solve the problems facing B2B companies, comprehensive PR programs are needed for a period of 6-12 months or more, which cover the target audience through various channels and using various forms of reporting. Moreover, a certain chain of meanings (key messages) is broadcast during the program, according to a pre-developed Information Model.