4 Ways to Effectively Engage Customers for B2B PR Efforts –

Katie Creaser, Senior Vice President, Affect[1] 

The earned media landscape is tough for anyone trying to secure positive publicity for a B2B company. It seems as if the same sort of stories are being told over and over again. So how can you differentiate your public relations efforts to stand out in a highly competitive and crowded field?

For B2B PR professionals, engaging customers and empowering them to become brand ambassadors or third-party validators is a critical part of any marketing strategy. However, it’s not always easy to convince customers to commit to anything beyond a traditional case study or partner announcement.

From customers that don’t want to be named, to a lack of data or measureable outcomes to bland uses cases – many companies end up with PR and marketing[2] collateral that goes nowhere. Boring case studies, self-promotional press releases, low quality social content and blog posts are likely outcomes. But nothing is worse than media outreach that falls flat with no earned coverage in sight.

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