THE PRACTITIONER

If PR was high school, B2B practitioners would not sit at the same lunch table as B2C practitioners. Despite being in the same profession, potentially having a similar educational background, and instinctually knowing how to make a good story great, the differences between the two areas are substantial.

I’m often asked if the agency is a B2B or B2C agency. It’s an interesting question not easily answered since we have clients in both business environments. Sure, each category has a different audience with an extremely different buying cycle, and yes, there are approaches and tactics that work for a B2B company that won’t for a B2C business. But regardless of the category, the guiding principles of PR are the same.

Although I consider myself primarily a “B2B” guy, the core principles of PR that I stand by translate flawlessly to B2C, as well.

Here are three important principles I think bridge the gap:

• Quality content: reduce the perception of risk, appeal to quantifiable benefits, show you know your audience and speak their language
• Engage your audience where they are: on Twitter, in trade magazines, on Amazon.com – find them, don’t make them find you
• When it comes to a business problem the questions are still the same: who is your audience, what a are you trying to tell them, what is the most cost-effective way to reach them, and how can I help you maintain and build the brand identity?

I’m not saying that expertise in a certain area does not give you distinct advantage, because it certainly does. But there is a good bit of crossover. What principals do you maintain that work in the B2B and B2C space?

Steve is President of Wunderkind Public Relations. He regularly comments on public relations strategy, social media and trends impacting the communications industry. You can follow him on Twitter or connect with him on LinkedIn.