SimpaticoPR

  We are a business PR agency delivering highly effective b2b PR, b2c PR, digital PR and content creation.  We are a London based business PR agency delivering effective content and PR ideas that will work hard for your business in our fast-changing world.     

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Measuring The Impact of B2B PR on Your Customers and Followers

In the brave new world of 2022, there are still those who ask the question, “Is it worth paying for B2B PR? The short answer to that is, absolutely and, in this article, we’ll explain just why B2B PR is more important than ever in terms of the impact on your customers and social media followers.

Cracking content is still king for B2B PR

In its simplest form, B2B PR is the art of creating compelling messaging and distributing it through a number of channels to reach the right clients. While this is still the case, the methods of achieving this are changing all the time. In 2022, one of the most effective methods of B2B PR is the creation and publishing of high value content. Your clients are businesses who experience different benefits and challenges - and the job of a B2B PR agency in London is to empathise with the challenges while presenting a solution. 89% of surveyed respondents say that thought leadership content enhances their perception of a brand - a figure which speaks for itself. By sharing content on social media platforms, you are able to use in-platform analytics to measure the reach of your campaigns.

A question of trust

Building relationships with clients is all about trust and, this can be a tricky thing to achieve unless you’re a brand which has been established for several decades. A well executed B2B PR campaign can help to build trust and credibility by showcasing your thought leadership within your industry. This has an incredibly important impact on your potential customers and followers as, if they feel that your brand is reliable and trustworthy, they’re much more likely to climb onboard.

Second that emotion

The decision making process is often a complex one and is very much connected to emotion. Because of this, finding the messaging which speaks to potential customers on an emotional level really is half the battle when it comes to B2B PR. This means creating campaigns which don’t just tell potential clients about your product or service but, also, explains the impact that it could have on the potential client’s business. This kind of campaign is designed to nudge the target from the expressing interest stage to the purchase decision stage.

Turning customers into brand champions

In 2022, the message with PR is very much about working with clients, rather than working for them. Businesses should now be looking to build relationships with clients which are akin to partnerships as, by forming a more collaborative relationship, you have a unique opportunity to create brand champions who will pick up the mantle and help you to spread your message even further. A great B2B PR agency will be able to focus your band to make it more customer-centric in order to create brand champions.

Visibility is clear

The real impact of B2B PR for your customers is, of course, in making them more visible while simultaneously boosting their credibility. The foundations of B2B PR are in the increasing of the client’s profile. People are generally reluctant to hand over business (and cash) to a brand which they have never heard of which is, of course, sensible. B2B PR is a tool which aims to insert the name of a brand, product or service into the consciousness of potential clients and, as such, initial campaigns will aim to do just that, before continuing with pushing conversions.

A step in the right direction

A great PR agency can help to develop a brand’s direction and ethos. Often, when starting out, a brand will unwittingly send out mixed messages as they haven’t properly put together their brand profile and ethos. Working with a B2B PR agency can put a brand on the right track - with the right message - and turn them into a business which is a force to be reckoned with.

Conclusion

In the past, many businesses would view a B2B PR agency as a ‘nice to have’, whereas, in 2022, it’s a must have. Most brands simply don’t have employees with the experience, skill and time to properly create and execute B2B PR campaigns which will be effective enough to get the job done. Thanks to technology, businesses now have more competition than ever before and, many fail to even get off the starting blocks due to inadequate PR. Hiring a great B2B PR agency is absolutely the key to gaining visibility for your brand in an increasingly cluttered marketplace. 

Originally Published by - https://www.simpaticopr.co.uk/

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The 7 Important Facts You Should Know Before Hiring A Digital PR Agency

For a growing business, getting the right message across to the right people is the key to success and, there may come a time when you decide that hiring a professional digital PR agency is the right move for your brand. A professional digital PR agency in London can help your business to reach the right people, and to lay the foundations for scaling but, before signing on the dotted line, there are a few things you need to know. In this article, we’ll tackle the seven important facts you should know before hiring a digital PR agency and, the questions you should be asking:

What kind of agency?

The first thing to keep in mind is that not all digital PR agencies are created equal. There are different kinds of PR available and, these are:

● Reputation management

● Crisis management

● Media Relations

● Social Media

● Press relations

● Event planning

● Market research

● Copywriting

Reputation and crisis management PR tends to be used by larger companies and those who are going through a reputational crisis, such as a lawsuit or negative publicity. For the average business, a digital PR agency which ticks the boxes for media / press relations, market research and copywriting is usually sufficient.

Shooting for the goal

When shopping for a digital PR agency, the first thing you’ll want to do is set your objectives. It’s really important to have a clear idea of what you want to achieve from your PR as this will form the basis of choosing an agency. For example, do you want to reach a national audience through the media or, are you looking to make customers aware of your brand within a certain region? Locking down your objective before starting out will make the entire process quicker and easier.

Money matters

This one may sound obvious but, setting your budget is an integral part of choosing a digital PR agency. Prices can vary from agency to agency and from region to region - particularly within large cities and so, you’ll need to be clear on what you can afford to avoid wasting time with more expensive companies.

Great expectations

Now that you have your objectives and your budget laid down, it’s time to think about your expectations and, how these align with your objectives. This is essential as, when first approaching digital PR agencies, you’ll need to be able to clearly communicate your expectations to the agency. This will also help the agency to figure out if they’re the right fit for your brand.

A leading question

Once you have all your ducks in a row in terms of objectives, budget and expectations, it’s time to start researching digital PR agencies. The best way to start is to ask around for recommendations for friends, family and professional acquaintances as this can really help to speed up your search. Once you have your long list of potential agencies, you’ll need to make sure that you properly research each and every one including checking out their website, reading reviews and testimonials. At this stage, it’s a good idea to put together a Request For Information (RFI) document to send to the agencies. This document will lay out your objectives and goals and should include the following questions:

● Do you specialise in a niche or specific industry?

● What’s your pricing structure?

● Can you tell me about previous work with businesses similar to mine?

● What will your strategy be for my PR?

● Who will work on our account?

● How will he or she communicate with us, and how often?

● How do you measure success?

● What will the first few months look like?

All of these questions are designed to weed out the agencies who would be a bad fit and create a short list to move to the next stage.

A meeting of minds

Armed with the responses from your RFI, you’re now ready to arrange meetings with the agencies that you have shortlisted. It’s always important to have a face to face meeting to allow you to see where the agency is working from and, get a feel for how skilled and experienced they are with digital PR UK. During the meeting, you’ll be gauging the agency’s expertise and figuring out what they may be like to work with. As such, you should always insist on meeting the account manager or professional who will be your main contact.

Sealing the deal

Once you’ve made your decision, the winning agency will usually send you a contract to sign. As with any other legal document, you should always ask a solicitor to look this over for you before committing to anything.

A match made in PR heaven

A good digital PR agency London will work with your brand to create a winning strategy to take your business to the next level. Because of this, a professional agency will ask lots of questions about your company and may even ask to visit your workplace to get a feel for the product or service - if they don’t, this should be considered a red flag and an indication that they’re not interested enough to really get to the heart of your brand. Choosing a digital PR agency is a decision that should never be rushed as, when it works properly, it can often be a relationship which lasts for many years. 

Originally posted by - https://www.simpaticopr.co.uk/

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Three Top Tips for Digital PR Success

B2B companies seeking to understand what digital PR is and how they might use it to support their marketing and general PR efforts should feel ok about being confused by the subject.

A quick search using the term digital PR agency will dredge up a mountain of digital PR content on the subject. The vast majority of this so called guidance is dull, list-based blogging stating the obvious and sharing nothing much of use. As such it represents the bloated underbelly of digital PR.

Digital PR originated with link building - as Google's link usage rules changed about a decade ago, the idea of creating large volumes of content that passed as genuine editorial that could create more legitimate back links to a company, gained ground.

This was still essentially link building. In recent years however, digital PR became more distinct from SEO in that genuine coverage in the media and increasingly high-quality content became a focus..

If you are prepared to ignore the fact that many digital PR agencies are SEO specialists that have co-opted "PR" in their descriptors you'll find there are roughly two interlinked approaches to digital PR.

The first is a high-volume programmes of relevant, but fairly low-grade content development specifically to be placed across the internet in a plethora of bogs, forums and lower range media. All of which will be written with key search terms and link generation in mind.

The second is far more closely tied to traditional PR in that it will aim to use high quality content that achieves media exposure to maximise back links through coverage and social posts. As such it flows directly from actual PR. This is of course the approach most relevant to B2B PR.

So, if you are looking to blend an aspect of digital B2B PR performance with your general B2B PR, where do you start? How should you approach the challenge?

The first thing to recognise when thinking about B2B PR audiences is their consumption of content relevant to making a purchase decision is very different to that of a consumer. Most likely, B2B decision-makers will have selected media preferences that may influence them in a business mind-set.

They'll consumer a fairly small pool of vertical trade media (i.e. media covering their sector), a fairly small selection of discipline media (i.e. media relevant to their role or expertise) they may consume a selection of general business media and of course they'll watch and or listen to the TV and radio news and features programmes and read national or international news brands.

So a B2B digital PR agency plan has to be tightly focused.

Two - success shouldn't be measured in B2B brand google ranking. Leave that to the SEO people. Success is about engagement, influence and sales.

B2B decision-makers are informed consumers. They will already know what the range of purchase options are. For example in the media industry, most CMOs or looking a level down, heads of media investment, will have a very good idea of the potential agency partners are out there and adtech vendors. They'll continually assess what players in the market are saying and weight that against the requirements of their business and internal operational changes and objectives.

To engage them, potential new partners need to project ideas and insights that are not just relevant, but in tune with market trends and needs. They have to add value.

Good B2B PR will achieve exposure for this content. Good B2B digital PR will maximise its findability - in effect maximizing the chances of the audience seeing it.

In this sense you might think B2B digital PR is all about the top of the sales funnel. But actually, it should work right across the piece. So measurement can be based on at one end clicks through to a useful report, article views, to invitations to present or tender, to contracts signed.

The funnel may start with recognition and interest in a POV or insight, and be nudged by further B2B exposure along the way to the point of conclusion.

And three - creating B2B PR content that can amplify your digital PR.

If you think about your B2B PR programme as being made up of layers, you'd see landmark multi-channel projects at the top, followed by high quality B2B thought leadership proactively placed in the media, a pipeline of news releases, tactical media commentary based on building up a leadership team as expert commentators journalists turn to and social media content, events and perhaps awards entries.

Digital PR can tap into each layer.

But what content? I'll cover that in the next blog.

Originally Published by - https://www.simpaticopr.co.uk/

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Adtech PR – How to Fuel Business Development

Change is constant in advertising technology. Businesses that don’t keep pace with key innovations fizzle out and the battle for share of voice in the trade media is constant.

If you do not have an active adtech PR programme that gives your particular proposition visibility and positions your team as leading thinkers, your forward momentum could slow.

Because many trade media will not cover news issued by adtech vendors, unless it has market significance (such as M&A activity), adtech PR tends to revolve around B2B thought-leadership.

There is a constant demand for commentary on live adtech news and for in-depth perspectives too, but there is also a long queue of industry figures ready to supply their points of view. And for good reason as adtech PR is a vital ingredient in the B2B marketing mix that can drive business development.

Here’s a fast guide to organising your adtech PR efforts to drive business growth:

• Think through your business objectives and how PR can support them. Take advice and seek out honest points of view on what realistic success looks like.

• Map the subject territories where your business can have a credible voice – your b2b PR agency will help you do this.

• Select a small group within your company who can produce strong opinions about the future direction of the industry and specific live issues.

• Identify some specific subjects where you can produce original insights or stake a leadership position with original research or must-read white papers or reports. Don’t over-reach. A typical forward adtech PR plan might include one or two of these per year. It depends on your marketing resource and B2B PR agency capability.

• Create a realistic content and B2B PR plan that maps the ideas you can take to market, and how this aligns with business development out-reach. Consider the format (article, blog, post) and channel. For example, proactively placed thought leadership articles, LinkedIn posts and blogs as well as live events and webinars. The best content is useable across all channels.

• Make sure you have strong copy-writing capability on board either in-house or on your PR agency team.

• Be consistent and commit to your B2B marketing plan. Think long-term. Adtech PR is not a short-term game

Adtech PR case study

Adtech PR in action – Simpatico PR developed a multi-channel thought-leadership and business development project for Kepler.

Based around international research asking CMOs about their future media investment needs, our role included designing the study, commissioning the research agency, writing the report, presenting the findings at the launch event and executing PR and content across APAC, UK and US media.

Kepler’s study talked to 150 senior marketers in the US, UK and APAC at companies with $1bn plus revenues (the majority oversaw media investment at companies with $5bn and $25bn in revenues).

The results created a compelling picture of what’s going on in digital media from a brand point of view. For example, the research found that 65% of marketer believe media agency talent and operating models are not evolving fast enough to deliver the support and service their organisation requires.

The event drew an audience of marketers from brands such as HSBC, PepsiCo, Jaguar Land Rover, HP and Virgin Media and media covering the report included The Drum, Campaign Asia, Decision Marketing, Performance Marketing, WARC, Marketing Interactive, Marketing Week, AdWeek and Mediatel.

Originally Published by - https://www.simpaticopr.co.uk/

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10 ways to achieve successful B2B PR in 2022

The last year or so has seen many businesses temporarily pause their B2B PR out-reach as they sought to cope with the pandemic.

Many companies are now ramping up their PR and marketing efforts, recognizing that the world of business has not stood still, in fact change has accelerated.

Almost every sector of business you look at is energised with new innovations, changing operating models, digital transformation and new approaches to managing human talent.

Amidst all this change, the big B2B PR challenge is ensuring your business achieves not just visibility amongst all the other voices but recognition and understanding by your target audience – customers, prospects, team, prospective team, business partners.

So, as we approach 2022, it’s worth taking a step back and looking at how to achieve a successful B2B PR programme.

Here are ten quick thoughts that provide a framework for an effective B2B PR programme.

B2B PR objectives

The very first question you should be asked by a B2B PR agency is what your one year, five year and long-term objectives for the business are. The answers provide an invaluable understanding of where you are headed and how you see the market changing. The second question is what PR should do for you – what success looks like to you. Again, this is invaluable for your PR team to know, but if you are being un-realistic, expect to be challenged.

So, the very start of the process is you and your leadership team challenging yourselves to think carefully about what PR should help you achieve.

Credibility

Many leadership teams get hung-up on what they can and should talk about. Go too wide in the areas you talk about and you may lack credibility; restrict yourself to the products and services that you sell and you will starve your PR of oxygen and fail to achieve what you set out to do.

The best way forward is to create a map of three broad subject areas. A. your expertise – what your team knows about your industry and innovation within it. B. Your business development programme – what are your target sectors and what can you say about them based on your expertise. C. Your business story and your working culture – the personal and team stories that can add texture to people’s understanding of your company.

Indirect selling through thought leadership

Although company news such as new products, services, growth, team members and business wins are important, a big part of B2B PR is about thought-leadership. Some businesses that have little or no news due to client sensitivities rely completely on projecting their expertise or research to generate PR.

Self-promotion gets you nowhere fast in B2B thought-leadership. The art of thought-leadership is to project ideas and insight that places you inside the circle of industry debate and where possible positions you as an agenda-setting company – i.e. you are telling people something entirely new or challenging perceived wisdom.

The exposure you win through this should be relevant to what you do and fall within the credibility map (above). In effect it is indirect sales and should dovetail with your business development efforts.

B2B PR supports business development

This may seem an obvious point, but it is surprising how often businesses fail to firmly engage their business development programme and wider marketing with PR. Integrating or at the very least ensuring your business development team talks regularly with your PR team is a basic first step. Ideally your business development lead should have ownership at least in part of the PR relationship.

The ideal outcome is a PR programme scheduled to activate proactive thought-leadership articles, reports or research around your business development out-reach and other marketing such as events. In short – create an integrated business development, PR and marketing plan. It’s actually quite straight-forward.

Consistent messaging

A core element in any good B2B PR programme is to create a simple set of messages about your business. Probably starting with your positioning – a combination of what you are, what you offer and what you believe. And perhaps two other supporting messages related to what you do or how you add value to customers.

These should help provide guide rails so that everything your say through PR relates back to the business and your objectives.

Don’t be afraid of repetition – repetition is the key to PR. The more you say something, the more it will cut through.

Build ideas in advance

Successful B2B PR including thought-leadership requires thought and planning. Building a coherent programme that delivers ROI requires up-front investment in creating the ideas that will fuel your programme.

Simpatico PR has a particular approach to this – we call it the Book of Ideas.

Original thought

There are two basic types of B2B PR thought leadership. The first is original thought. Quite simply your teams’ observations, ideas and points of view on the issues that are relevant to your business and the market. These may relate to the implications of events or innovations or the future direction of the industry and the forces affecting it.

They can also be created specifically for vertical customer sectors. This is essential to achieving regular media exposure. Your customers expect to hear your voice about the industry – your competitors will do this. Some very effectively.

Original research

B2B PR thought leadership does not all have to be based on original research or IP (as above – ideas are good enough). However, it can pay to plan and budget for a number of research-based projects that deliver multi-channel PR and marketing outcomes each year.

One such project can create a burst of marketing and PR that can last several months.

Some B2B PR projects can run for years based on original material that is refenced in many different ways.

Structure – channel management

B2B PR content naturally flows into social media. PR should be integrated with social channel management and LinkedIn is your primary tool. It enables you to amplify everything you say and reach a big audience directly.

A simple strategy is to ensure each member of your leadership team posts selected PR coverage or thought leadership in parallel, therefore multiplying the audience you as a business can reach.

Another way to organize content across channels is to grade content according to its channel potential. Technical observations and some company news may be best placed on your blog and social channels but will not work for PR.

Higher quality thought leadership is used for PR first and then trickles down to LinkedIn and your blog as well as direct marketing.

Put simple processes in place and ensure everyone who should be is engaged.

PR relationships

A good B2B PR agency should be a consultancy partner not a press release factory. Allow them to have an honest opinion – you may learn something useful.

The best relationships are founded on trust and shared goals – don’t be afraid to bring your PR team into the inner circle.

Understanding B2B PR ROI

Finally – think about what B2B PR can do for you. It is not a direct sales tool. Rather, it should build business brand fame, build the profile of your team and support business development.

It should position your business at the forward edge of the market and help you project the right messages about your company. But it will do all of this over time. B2B PR is not a short-term game.

Be clear about KPIs and measurement structure right from the get-go and expect comprehensive reporting.

Done consistently well, there is no form of marketing that is more powerful.

Source from - https://www.simpaticopr.co.uk/

For More Information Visit -

Website - https://www.simpaticopr.co.uk/

Address - 33 Broadwick Street,London, W1F 0DQ

Phone No. - [phone]

Email id - [email protected]

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How to work with a London PR Agency

There is something special about agencies.

It doesn't matter if it is a PR agency, advertising agency, design innovation hot shop, digital media agency or an agency with deep expertise customer experience marketing and data, agencies are a particular type of business with unique qualities.

They exist to do things that clients can’t. Whether that’s a start-up company or a massive corporation or a public organisation, the point of an agency is to contribute specialist expertise and deliver work a business or organisation is not equipped to achieve on their own.

Sometimes this is because it’s more efficient to have certain external resource, but in many cases it’s is because an objective external point of view and a more agile working structure, delivers better results.

Certainly, in the sphere of PR, agencies are there to contribute fresh ideas and an independent perspective on business or communications challenges.

But what’s it like working with a PR agency and particularly a London PR agency?

Some things clients should know

There is something about the internal culture that good agencies create that is very appealing.

On the inside of a PR agency, it’s a bit like being in an intellectually energised gang, which roams around its client base dolling out bright ideas and making things happen.

We understand we’re in the service business. We’re paid to add value through ability and expertise.

Typically, PR agency life is fast paced. Client work in the form of media relations pitching or content development can come thick and fast, but so to do requests for advice and counsel to get the best results from a particular initiative, or to solve a delicate challenge.

The best client / PR agency relationships form when a bond of trust and understanding grows around this work. A “we own it together” attitude will develop if the give and take in the relationship is balance.

Having a clear framework of deliverables against fees is of course an essential starting point. But there’s more to it than that.

Clients who challenge agencies to create great outcomes but with an understanding of what’s realistic, tend to get better results.

A human-centred approach to working relationships under-pinned by realistic timeframes and workflows, is also important.

In other words, clients who remember their PR agencies are manned by (very talented) mortals, will probably get the best out of a relationship.

Expect to be challenged – honestly

The days when PR agencies just did what they were told are long gone.

Not only has a deep ethical framework taken root across the PR industry, which has created strong guidance for agency professionals where its needed, but PR agencies have changed too.

Most London PR agencies will not play the role of press release factory. They expect to provide consultancy not just delivery.

This means healthy PR agency / client relationships are usually framed by mutual respect and a desire from the client side for informed, strategic advice around business messaging if not the actual proposition itself.

Good PR agencies will challenge what they hear if it is not credible or advisable and they’ll provide alternatives.

So, expect to have honest discussions. There are no emperors with new clothes in PR.

Remember you are buying a team

One of the interesting things about PR and particularly business-to-business public relations (B2B PR) is the team ethic. While journalism is more often than not, an individual sport, a PR agency is all about teamwork.

A London PR agency is typically structured around client account teams with a typical hierarchy including account executives, account managers and account directors.

The ethic is all about mutual support and shared problem solving. It’s likely no one person will have to solve a problem alone and client copy will be seen by several pairs of eyes (as it is on news and entertainment titles before publication). Discussing, editing, learning and advising are all part of the daily mix.

But in a growing number of PR agencies, you’ll find an increasingly flat structure when it comes to developing ideas that will help a client achieve positive media exposure.

In a world where the pace of news and technology is frenetic, senior people in London PR agencies have learned to listen to every voice at the table, because great ideas and insights can come from anyone.

In smaller, boutique PR agencies this can mean people progress rapidly. Clients increasingly take note of PR agency talent they work with at all levels.

The business and cultural scene

London PR agencies particularly benefit from being immersed in London’s rich media scene, which is itself part of the huge UK creative industries including everything from advertising, design, fashion and tech.

London PR agencies have access to a diverse pool of talent supported by generally high awareness amongst school age students and college graduates about news media, social media, what PR agencies do and why companies use them.

All this tends to give London agencies a competitive advantage in terms of the talent and expertise they can field.

The regional hub club

In B2B PR international companies in number of industries, tend to structure global PR around a few “hub” markets which include the USA, UK, Germany and APAC (often Singapore).

London PR agencies are often included as a hub market because they can both overlap with US media out-reach and northern European markets (with some exceptions). It’s also the case that many agency teams boast multi-lingual talent.

A considerable amount of English language PR can in fact be done to some degree from the UK, which together with the other benefits, gives London PR agencies an advantageous position.

Working with a London PR agency, is then an opportunity to create brilliant work, but also tap into a culture that is fascinating and enriching.

Originally posted by - https://www.simpaticopr.co.uk

For More Information Visit -

Website - https://www.simpaticopr.co.uk/

Address - 33 Broadwick Street, London, W1F 0DQ

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Email id [email protected]

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Six Ways to Re-Purpose your B2B PR and Marketing

Boris Johnson’s almost casual suggestion that we face another six months of Covid restrictions, felt like another hand grenade tossed at the business community.

Whatever you feel about the management of the pandemic and whether the Government does or doesn’t have a strategy, at least a roadmap of sorts is emerging against which businesses can plan.

The next six months will be a psychological battle of confidence for business leadership as much as taking the practical steps needed to ensure their companies thrive in the world beyond the pandemic.

Covid represents a period of intense change and challenges from a management point of view. But change in business practice, planning, people’s behaviour, attitudes, politics and of course the environment was already endemic.

It’s been said that the crisis is accentuating or accelerating trends that were already underway – working flexibility being the most dramatic example right now. It’s also true of b2b PR and marketing.

So, since we have six months to plan our way through to the sun-lit uplands of spring 2021, here are six ways to re-set your communications.

One: Long-term thinking.

If it ever did, short term tactical b2b PR and marketing simply doesn’t cut it now. Think years ahead – not just the next twelve months. Create a map of the trends and issues affecting your business, its proposition, growth opportunities, as well as the talent or knowledge within your team. Decide what your business offers in the context of our changing and challenging world. Vision and articulation have never been more important to your growth prospects.

Two: Tell an authentic story.

Your story is not a sales pitch. It must be credible, it must be simple, it must have structure and it must be comprehensible to a general audience. Most of all it must connect with the experiences that your customers have on a daily basis as well as the strategic challenges they face. It must reflect the real world and allow you to express opinions about it. In short it should enable you to lead the narrative in your market.

Three: Plan your communications matrix.

Your story must reach people in different ways. This means creating a matrix of planned communication across time bringing different aspects of your story to life. One way to think about this is different layers of activity from hosted events and in-depth analysis or market research right through to tweets and Instagram posts. Most of it should be proactive and planned – some of the PR can and should be tactical or news driven but thought leadership and content marketing will play a more strategic role.

You can categories your audience as “decision-makers” CIOs, CTOs, CMOs, C-suite etc. But they are people, not just acronyms. They will experience and appreciate ideas, as we all do, in a variety of ways and through the prism of their own experience, opinions and tastes. So b2b PR should always include a mix of specialist and consumer media and your story must be articulated to match the medium.

Four: Appraise what your business stands for and act on it.

This is different to your business story. It may feed into your vision, but it is about your culture – your people and the way your business affects or influences the world. In a year or so Covid will probably be a bad memory. Awareness of and attitudes towards diversity, accessibility and environmental sustainability are paradigm shifts. Your response to them - your corporate empathy - will increasingly influence your business performance. So human resource and operational policies are key strands of you b2b communications.

Five: Design your business for communications.

Leading businesses attuned to our tech-infused culture are breaking down silos between operations and using technology to create more fluid approaches to service delivery and innovation. The same should be true for communications. Business development, sales, product innovation, marketing and PR should be firmly integrated and aligned to your story.

PR should dovetail with your business development programme. Likewise, join the dots between your research or insight team and your comms team. Diffuse vested interests around on-going insight programmes and make sure anything you do is either directly related to business development or aligned with your business story.

Share knowledge and build a culture of sharing internally. There is a huge appetite for authentic content and meaningful insights – so your best IP should be optimised for communications or it will remain a sleeping asset.

Six: Keep an absolute focus on b2b marketing ROI.

Consider how you will quantify success and ensure your measurement delivers a long-term picture of effectiveness, tracking and aggregating what you have said to whom over time.

Now is the time to ask which elements of your old marketing budget actually delivered value. Awards, events, advertorials, memberships. Covid will drain the swamp of pointless business marketing – goodbye chit-chat on staged panels. B2b audiences want original thinking, inspiration, evidence-based observations, guidance and actions. Don’t get involved unless you can add value.

Thinking ahead to life after Covid, businesses have an opportunity to re-energise what they say to the world.

Originally Published at - https://www.simpaticopr.co.uk/

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Business PR for a Changing World

New normal has become one of the phrases that will define 2020, even though we do not know yet what the new normal will be. The Covid crisis illustrates that change, when it comes can be acute, rapid and unpredictable just as easily as slow, incremental and evolutionary.

Our new website https://lnkd.in/eN-_Unk emphasises the need for businesses to recognise and embrace change in their communications.

The logic is simple. Your customers and other stakeholders want to how your business adds value and will stay relevant amidst the huge changes we all face.

From the on-going evolution of technology, consumer behaviour, the imperative to place sustainability at the heart of business operations, employment trends, evolving social values and economics - telling your business story and showcasing your expertise through high quality content has never been more important.

#b2bpr #businesspr #communications #pragency #businesscommunications #contentmarketing

Originally Published at - https://www.simpaticopr.co.uk/

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Website - https://www.simpaticopr.co.uk/

Address - 33 Broadwick Street,

London, W1F 0DQ

Phone No. - [phone]

Email id - [email protected]

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Five Reasons Why Public Relations is Important for Every Business

Public relations is difficult to define, difficult to measure, difficult to do. But PR changes minds, changes politics and societies and makes history.

It is all about us every day. While PR essentially operates behind the scenes presenting events, ideas and arguments, making personal connections, leveraging trends and commissioning research, the outcomes are there in front of us every day.

The impact of PR is not just what we see and hear in the news, in entertainment media, TV documentaries, podcasts and social content.

Its influence trickles down to change or start cultural and societal trends and up-ward to influence governments and other public and commercial organisations.

Of course, in a very big way, business-to-business PR (b2b PR) influences commercial decision-making and performance.

It’s little wonder that PR has been one of the fastest growth areas of marketing over the last ten years or so and that trend is set to continue. The number of B2B PR agencies has exploded in recent years to service the growing understanding amongst business leadership that a PR agency can make a good company great.

B2B PR can establish and enhance a company’s reputation.

Done well B2B PR creates a virtuous circle of enhanced reputation, leading to enhanced sales, leading to enhanced team, leading to enhanced output.

So, here are five reasons why public relations is important for every business.

1. The pace of change – you need to tell your clients you’re relevant

Whether your business is a digital disruptor, challenging market conventions, or you are transforming a heritage business with new operating models and innovation, or you deliver services enabling other businesses to evolve and adapt, it’s obvious that businesses are under constant pressure to change.

Technology, social trends and behaviours, the sustainability agenda, the changing nature of politics, trade and economics – change is leading to challenge and to opportunity everywhere.

And, the speed of change is increasing – the 2020’s is already being called the decade of exponential change.

Your customers will be asking whether your business is future fit, innovating fast or lagging behind the curve. Or if you are a start-up, why amongst all the others you are worthy of investment or trial.

In the age of change, telling your story well through effective B2B PR, with purpose, clarity and quality content will make a substantive difference to performance.

If you do not achieve visibility and recognition, you will be drowned out by others that tell their stories well over time.

2. Validating purchase decision-making

Great business PR can enable a company to capture the zeitgeist – to become an exemplar of innovation and success – to be the company to work with.

Apart from brand recognition or understanding, why does this matter? Much of the power of public relations flows from human psychological behaviour. The traits that we all possess are played upon by PR practitioners.

The link between psychology and PR goes back to the 1920s when most notably Edward Bernays wrote extensively on the subject. We all know the basics of social psychology such as behavioural change through influence, group behaviour, and attitude formation.

In a business context all of these come into play and broadly speaking they coalesce into a sense of buzz about a business. The most powerful realisation of this is the influence over the path to purchase, and in particular the power of PR to validate decisions either consciously or sub-consciously.

In other words, planting the thought that ‘other people are writing about or talking about this company positively so I should know about them, invite them to pitch, maybe buy from them.’

3. Rising above the tide of un-read content marketing

There are more mundane but equally important reasons to invest in your business PR.

Most businesses will understand that their marketing plans should embrace paid media, owned media and earned media. Earned being PR.

Social channels and other technologies, have in effect made every business a mini media owner. With SEO being an increasingly important motivator, over the last decade this resulted in a flood of banal white papers and jargon-filled articles from businesses aiming to fuel their marketing out-reach.

There are notable exceptions of course (influence and IP-rich established business brands do better), but the trouble is that with quality control often set low and business decision-makers being bombarded with email marketing, much of this stuff goes un-read.

B2B PR material is likely to be of higher quality for the simple reason that it must pass the acid test of journalism. New publications and business journals have learned that in the digital age quality, not volume is critical to sustaining their own reputations and audiences.

So, material commissioned for PR has to be better; it will win far greater reach via earned media and can then go on to fuel owned or even paid channels.

4. Winning the battle for talent

One of the most interesting trends in business over the last few years has been the battle for talent. In some industries, particularly tech and digital marketing and ecommerce this is acute. Influencing existing as well as potential talent has become a critical aspect of business communications.

It’s not just customers that will wish to validate their decisions, it’s employees and recruits too. The value of experience in everyday life has been a notable trait amongst millennials and likely Generation Z as well. The need to communicate why a business is worth working for, its successes, insights and future plans are just as important in this context.

Communicating business values, action on sustainability, Diversity, Equity and Inclusion (DEI) policies are now an essential strand of PR. Recruitment orientated communications stretches B2B PR into a wider sphere of influence and a different range of media.

5. Selling without selling

A good PR strategy will structure activity and define content that will reach the range of vertical industry sectors that are relevant. It will create an ordered approach to the messages a business takes out to the world and be co-ordinated with business development and other aspects of marketing.

But a good B2B PR agency or strong in-house team will also challenge a business to think differently about the way it communicates.

Effective B2B PR will help a business sell indirectly through influence.

Most company leaders understand the media. Journalists do not accept anything deemed to be overly self-serving.

Even business or leadership profiles will need to be presented in the context of issues and events within a market answering credible questions like – ‘Why does what you do matter?’ ‘Why is it original or innovative?’ ‘What will be your influence in your market?’

Business communications is always an on-going balancing act between internal necessity and external credibility.

But effective B2B PR can create that credibility along with awareness, understanding and admiration. In business there is no more powerful combination to drive sales.

Originally posted by - https://www.simpaticopr.co.uk/

For More Information Visit - 

Website - https://www.simpaticopr.co.uk/ 

Address - 33 Broadwick Street, London, W1F 0DQ 

Phone No. - [phone] 

Email id [email protected]