Posted by on Nov 03, 2017 at 10:44am
There’s more to public relations than those who aren’t in the industry may realise. PR isn’t just a one-way street - B2B and B2C PR work in very different ways. While there are many similarities between business and consumer PR, there are some key distinguishing qualities.
Consumer PR usually focuses on creating excitement over a product. Yet, B2B public relations focuses on building trust in a brand.
As a business, you need to be able to trust the provider of the product before you can enter a long-term relationship with them. In order to build trust, you must establish that you are trustworthy and the right person to go to regarding the product information.
Emotional and rational approaches have been used for the past few decades in PR, yet do they work differently for B2B and consumer?The B2B audience is seeking efficiency and expertise, while the consumer audience is more likely to be seeking deals and entertainment.
Therefore, the B2B purchase process tends to be rationally and logically driven, while consumer choices are typically emotionally triggered.
Highly detailed content and use of industry jargon is required for B2B PR. Lengthy content tends to work for B2B since a brand or business has to prove its expertise and give its target audience a reason to buy.
On the other hand, consumers tend to prefer something short and snappy. Usually using creative and colloquial language rather than technical writing.
A B2C buyer isn’t necessarily looking to build a close relationship with brands. However, the B2B consumer usually wants information and the ability to build a close relationship.
Yet saying this, the B2B buying cycle is often much longer than the B2C decision process - therefore, it requires much more nurturing. B2C buys tend to satisfy immediate needs, while B2B decisions are meant to complete long-term goals.
- Social media
B2C social media activities simply need to meet the basic needs of being useful and shareable. In B2C PR, gaining as many followers as possible on social media really helps to create brand awareness.
However, social media for B2B is a little different. Firstly, not all social channels are appropriate for the B2B brand. B2B social posts tend to be more informative rather than emotional, which means platforms like Twitter and LinkedIn are more beneficial to use in social campaigns.
Overall, there are undeniable differences between the two types of PR. Yet, there is also plenty of common ground between B2B and B2C PR as those that work in either will know.
There are certainly many useful elements to be taken from the PR model, but all PR should be specifically designed to cater to the needs of its unique audience. PR is always continuing to evolve and change.