This document discusses B2B public relations and provides tips for effective PR strategies. It defines PR as using third parties to communicate with target audiences rather than advertising. Some key points covered include understanding competitors and your industry context, creating thought leadership content to get media coverage, and using PR agencies or tools when needed to amplify your messaging. The overall message is that PR is about more than just promoting products and requires developing educational content and relationships with media and customers.

1. B2B Public Relations
SUVESHA VENGATESH

2. PR is one of the least understood of
all marketing tools

3. What is Public Relations?
PR is using third-party intermediaries to
communicate with your target audience

4. What is it NOT?
PR is NOT advertising, nor is it free

5. Why do you need PR?
• Brand awareness
• Increase SEO
• Credibility
• Control perception
• Influence the industry

6. Public Relations Pre-Game
• Understand your competition
• Be an expert in your industry
• Know the context your service/product is used
• Know customer's interests
• Understand why they need to care about you

7. How do I get into the news?
• Product/News announcements
• Proactive outreach
• Surveys
• Bylined articles
• Thought leadership
• Contributed quotes

8. PR Agencies
• Fleishman Hillard
• Edelman
• Ketchum
• Waggener Edstrom
• Connect Marketing
• Walker Sands
• Affect
• Shift Communications

9. Some Tools
• BusinessWire
• PR NewsWire
• Cision
• MeltWater
• TrendKite

10. My Takeaways
• PR is NOT only about your products
• Create educational content
• Be available to media/influencers
• Give the editors/influencers what they need
• Get customers involved in PR
• If you can’t do it alone, get someone who can

11. Questions??