Public Relations (PR) is an important aspect of a B2B marketer’s marketing plan as it helps solidify public interest and establish brand credibility. B2B marketers must demonstrate the effectiveness of their marketing initiatives, which PR can help with by presenting ideas through articles, interviews, podcasts, etc.
However, it is often an overlooked company function by either marketers or PR/Comms executives. And there could be a number of reasons why this is happening.
1. Lack of Understanding
Often, in reviewing my clients’ marketing plans and thought processes, I arrived at the conclusion that the majority of marketers may not fully understand the role and value of PR in a marketing plan, leading them to overlook it.
2. Limited Budget
From my experience working with various enterprise marketers, I noticed that one of their critical pain points is that the PR scope of work can be resource-intensive, requiring significant time and money to execute effectively. This can be a barrier for marketers with limited budgets since they are being reviewed on pipeline building and MQL generation.
3. Emphasis On Other Channels
B2B Marketers may focus on other marketing channels, such as advertising or digital marketing. These channels usually offer a clearer ROI projection with historical data for comparison. Relying on PR tactics such as press releases, sponsored advertorials, or interviews may not yield immediate returns, diminishing PR’s value in its overall marketing mix.
4. Fear Of Negative Publicity
Some marketers may fear the potential for negative publicity that can come with PR initiatives, making them hesitant to include PR in their plans. Negative publicity examples include controversial statements or actions, product failures, negative reviews, and even social media mismanagement.
5. Lack Of Experience
Marketers new to the industry or have limited experience with PR may not know how to incorporate it effectively into their marketing plans. And with the majority of educational institutions segregating both fields of study, it is increasingly difficult to find marketing candidates that possess knowledge in both fields and are able to harmonize it in their marketing careers.
In today’s modern B2B sales cycle, buyers are doing more independent research online, so it’s critical for B2B marketers to have a strong PR presence to help build trust and credibility with their target audience. By leveraging PR in their marketing plans, B2B marketers can ensure that they effectively address real customers and cut through the noise in a crowded market. PR is highly effective when it is given time to build real relationships between the media, the brand, and its executives, with momentum building over time. It is a long-term and ever-evolving strategy to master.
To cap off today’s article, I would share two guiding principles whenever I worked on this marketing area for my client.
- People want authenticity, not spin.
- People want participation, not propaganda.
Disclaimer note:
The opinions expressed in this post are those of the author. They do not purport to reflect the opinions or views of ThinkLogic Media Group or any company and their associates.
You can follow me on my socials:
Facebook (A spark of B2B) https://www.facebook.com/profile.php?id=100089042254709
Twitter (aSparkofB2B) https://twitter.com/aSparkofB2B
LinkedIn (a-spark-of-b2b) https://www.linkedin.com/company/a-spark-of-b2b
#B2BGamification
#B2BMarketing
#B2BSales
#B2BLeadGeneration
#B2BContentMarketing
