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In 2024, as topics such as ESG, corporate social responsibility, and sustainable ecology increasingly impact corporate social image, brand building and communication for 2B companies have become more multidimensional and comprehensive challenges. If 2C brand globalization is an art and science of "storytelling" targeting consumers, for 2B companies, conveying the corporate spirit more vividly requires deftly balancing multiple relationships.
So, how can truly outstanding 2B public relations be achieved? Especially for overseas markets, this requires not only traditional PR concepts and skills, but also a deep understanding of the client's industry and its stakeholders. Whether it's choosing the right communication channels, formulating targeted communication strategies, or establishing positive interactive relationships with audiences, 2B PR requires meticulous and thoughtful execution.
At the same time, 2B PR shoulders the responsibility of guiding the healthy development of the industry. By conveying the right values and advocating ideas championed by the target market, 2B PR has a duty to propel the entire industry toward a sustainable and healthy path to some extent. Therefore, outstanding 2B PR should not be limited to the marketing level but should also encompass an educational function for society.
Among Eleven's team members are 2B industry brand communication experts who have provided 2B PR services for companies in various industries such as Huawei, Xiaohongshu, and Peeba, achieving excellent results. This time, we invite Mia Meng, who has many years of 2B PR experience, to share with us the key points on how to break through in 2B PR.
Could you briefly give examples of the 2B corporate PR projects you have participated in before, such as the project's purpose, process, duration, methods, and results?
In my career, I have been extensively involved in both 2C and 2B PR work across different industries, and two 2B PR projects left a profound impression on me.
First, it was a 2B PR project in the high-end luxury category. Many would immediately associate this with a consumer-facing business. However, I had the privilege of participating in the Asia-Pacific corporate PR activities of a company specializing in fully customized high-end yachts. In the year I served this company, I was responsible for establishing and maintaining relationships with vertical media, not only securing opportunities for the company's senior leadership to be interviewed but also consolidating and enhancing the company's brand image through hosting 1-2 exclusive events annually. These events not only deepened relationships with existing partners but also attracted potential partners, bringing the company more business opportunities beyond sales, such as a strong partnership with a private jet company.
Secondly, I also participated in 2B corporate PR projects for technology companies. Leading global tech companies host flagship events every year, typically lasting 2-3 days and including summits, exhibition tours, roundtables, and more. These events aim to attract partners and industry experts, which are typical 2B corporate PR projects. Taking last year's flagship event of a tech company as an example, I was responsible for coordinating the invitation of media and key opinion leaders (KOLs), ensuring their full participation in the event. Additionally, I tailored personalized itineraries for each media outlet and KOL, arranging for them to engage in in-depth communication with the company's spokespersons or participate in media roundtables. These efforts ultimately facilitated the joining of more partners. For instance, a telecommunications company from Argentina actively approached our client seeking collaboration after learning about the company's services and solutions.
In your opinion, what are the similarities and differences between 2B PR and 2C PR?
Although 2B and 2C PR employ different public relations strategies, they share many fundamental principles. For example, both rely on organic coverage to promote their businesses or products, despite differences in writing styles. Additionally, they both need to maintain relationships with third parties, including the media, internal employees, external shareholders, and the general public.
The following points can distinguish between the two (these are just the most basic differences):
Audience:
2C PR primarily targets the general public or consumers, aiming to drive sales growth by enhancing brand image.
2B PR focuses more on building relationships with business partners, including commercial partners, industry experts, investors, and shareholders, with the goal of enhancing the company's reputation within the industry by solidifying and expanding its credit relationships.
Channel selection:
2C PR tends to utilize mass media (such as television, radio, online, and print media), as well as social media, KOLs, and digital marketing to reach a broad consumer base.
2B PR relies more on vertical media to precisely target its customer base while emphasizing showcasing the company's thought leadership through industry events, summits, and whitepapers.
Information delivery and style:
2C PR information and style are more relatable to the general public, aiming to resonate with consumers.
2B PR needs to convey more professional information, emphasizing the company's expertise, performance, strategic partnerships, and more to attract experts and business partners.
Goal setting:
In addition to increasing sales, 2C PR aims to strengthen brand image and awareness, as well as enhance customer loyalty.
2B PR seeks to position the company as a credible leader within the industry, solidify relationships with business partners and shareholders, and attract potential investors or partners.
In your view, what constitutes outstanding 2B PR results for a company? Could you share some examples of successful 2B PR cases you consider outstanding?
Outstanding 2B PR results refer to a company's multifaceted success achieved through its public relations activities, such as building brand image, attracting partners and investors, boosting sales performance, and enhancing internal cohesion.
Among all the 2B projects I have worked on, one that left a lasting impression was an NFT company that attracted a partner through media coverage and successfully collaborated with a fashion brand. Of course, many well-known outstanding 2B PR cases exist, such as IBM or Cisco's Smart City initiatives, where they jointly explore the development direction of smart city construction with governments and partners, implementing programs in cities like Madrid and Barcelona.
What key factors should companies consider to achieve outstanding 2B PR results, such as PR strategy formulation, execution, team building, etc.?
First, it is crucial to clarify the objectives and positioning. For instance, is this project aimed at attracting leasing partners or promoting a new solution? Understanding the audience's needs and pain points is essential to ensure precise targeting.
Next is content planning. Based on the established objectives and positioning, valuable content should be produced, such as industry reports, whitepapers, and case studies, to showcase the company's professional capabilities and practical abilities.
Additionally, diversified communication channels are essential, including industry media, social media, media roundtables, industry forums, etc. It is important to integrate online and offline efforts to enhance the communication effect. Continuous monitoring is also indispensable to assess whether the desired results have been achieved and to improve subsequent activities or projects.
A professional PR team is another vital component. Ensuring they possess extensive industry knowledge, a deep understanding of the company's business and direction, as well as excellent communication skills, is crucial.
In corporate 2B PR work, how can common challenges such as highly dispersed audiences, information noise interference, and limited budgets be effectively addressed? Could you share any personal experiences?
In the 2B PR field, especially in China's technology industry, PR teams often need to flexibly adjust their communication strategies based on the rapidly changing public opinion environment and hot topics. This is to avoid external noise levels that become too high, leading to an inability to effectively control the direction and content of public opinion. Given that many companies have budget constraints, PR teams should place more emphasis on strategic selection when inviting media and KOLs, pursuing quality over sheer quantity in communication, and ensuring that every investment yields maximum communication impact.
For companies seeking to enhance their 2B PR results, what suggestions do you have? Could you provide valuable insights, from overall strategy to specific execution details?
Successful 2B PR needs to start from an overall strategic level, first clarifying the PR objectives and ensuring high alignment with business goals. PR activities or projects should serve the company's overall strategy, providing robust support for brand building, market expansion, and product promotion. Simultaneously, companies need to deeply understand the target audience's needs and preferences to formulate more targeted communication strategies.
Secondly, in terms of execution details, companies should precisely identify media and KOLs, selecting those with industry influence and highly relevant to the company's business to collaborate with, ensuring that information precisely reaches the target audience. Emphasizing originality and professionalism in content, combined with hot topics and industry trends, can create compelling and impactful content. At the same time, focusing on content diversity and interactivity can increase audience engagement and stickiness. Building long-term, stable relationships with media and KOLs, maintaining timely and transparent communication, and ensuring accurate and consistent information delivery are vital. Simultaneously, interdepartmental collaboration within the company should be strengthened to jointly promote the smooth implementation of PR activities.
Finally, establishing a comprehensive data monitoring system to track the communication effects of PR activities in real-time is crucial, allowing for timely strategy adjustments and execution optimization.
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