B2B PR Blog

Make the most our of your B2B PR activity.

Our ec-pr blog holds a wide variety of articles covering Communication, writing Press Releases and Editorial, preparing and making the most of Trade Events and Networking, and much, much more.

Do tell us if you’d like to have our insight on a particular subject, and don’t forget that you can pick up our free guides about event publicity or becoming an Influencer here. Please contact us if you’d like to talk about adding ec-pr to your Marketing team.


PR Or Advertising For B2B Businesses?

PR Or Advertising For B2B Businesses?

PR Or Advertising For B2B Businesses?

If you’re a B2B business, you likely have a more limited marketing budget so are inclined to be more careful and sceptical where your money goes. You want guaranteed results and a cost-effective way to reach your strategic goals.

It can be difficult to decide where to invest your marketing budget – especially when it comes to deciding between PR and advertising. Should you choose one or the other? Is one better than the other? Or should you blend the two?

Let’s find out. 

What Is The Difference Between PR and Advertising?

First, let’s look at the differences between PR and advertising, which are two very different things.

The key and most obvious difference between PR and advertising is that you will pay for advertising space whilst PR, or editorial space is earned. And no, that doesn’t mean PR doesn’t cost (managing PR requires an investment – either by hiring a PR professional or a PR agency) but the implication is different. 

Editorial is often seen as more trustworthy, is usually more cost-effective, and creates a long term narrative or story – this is especially valuable in B2B where the sales cycle is much longer than B2C.

7 Differences between Advertising and Public Relations Infographic

Should B2B Brands Choose One Over The Other?

Customers are savvy enough now to know advertisements are paid for. Therefore, your business can say anything (within reason!) and it isn’t necessarily true or verified. In comparison, reading a piece of editorial content about your company, written by a third party, will be viewed as ‘trustworthy’ or truthful.

This is particularly important for B2B audiences where a lot of value is placed on trust, honesty, and thought leadership.

Perhaps in B2C audiences, it is accepted that adverts exist to manipulate us and may not be entirely representative of the truth? Adverts aren’t there to educate and inform, with limited space and a largely visual format, adverts are there to provoke an emotional response.

B2B personas infographic

An article from Marketing Week recently revealed that the ‘majority of B2B advertising is ‘ineffective’ with 75% of B2B brands failing to produce advertising with the potential to drive long-term growth.

What was interesting in this article was the ‘why’. In a nutshell, adverts produced by the B2B sector failed to get that emotional response from potential customers. They weren’t creative enough and tended to focus on benefits, features, and the nitty-gritty info. Which is great but didn’t get customers excited. Food for thought when it comes to creating advert visuals.

We say, adverts should and can be used as a part of your overall PR campaign – it isn’t a case of choosing one or the other. There is room to use adverts alongside PR, but the timing and context need to be right.

 

There is room to use adverts alongside PR, but the

timing and context need to be right. 

To be effective advertising needs a specific message and objective together with regular exposure to its target audience. For example, adverts could be used to promote an event, white paper or webinar but PR will be used to promote the expertise captured within the event, white paper or webinar to educate, influence or persuade the target audience.

However, the ‘regular exposure’ element can often be the tipping point for many B2B brands – there is no skirting around the issue of cost. Regular exposure costs money and can quickly swallow up a communications budget.

PR on the other hand can be used to share a narrative or series of interrelated thoughts and ideas which can be achieved cost-efficiently through news, thought leadership, blogs and journalist briefings.

For many businesses, the blend of PR and advertising used will ultimately come down to cost and how much you’re willing to invest.

Join our #B2BPR tribe:

At ec-pr we are passionate about b2b communication. We believe your work is amazing and we want to help you tell the world how extraordinary it is.

Download The Definitive Guide to Analyst Relations and how to ensure its success

READ this post: No Industry Is Too Complex For PR

look at this Infographic: 9 Points To Improve Your PR Brief

The Definitive Guide To Analyst Relations cover

The Definitive Guide to Analyst Relations

and how to ensure its success

The Dos and Don'ts of Analyst Relations to help build credibility with industry influencers.

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Our transparent guide to B2B PR pricing for tech brands.

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What’s Changed In Tech PR Over The Last 12 Months?

What’s Changed In Tech PR Over The Last 12 Months?

What’s Changed In Tech PR Over The Last 12 Months?

As a tech PR agency, we have a vested interest in keeping up to date with what is happening in the tech industry. The last 12 months haven’t been an exception, but it has certainly been a bumper year for the industry with tech stories frequently featured in national media and more people relying on technology than ever before.

Before the Covid-19 pandemic PR for the technology sectors sometimes had to get a little creative, especially in the B2B arena where quite frankly, the subject matter can be a little dry! 2020 was the year that took some quite an ordinary tech from the B2B world and made it mainstream.

Quite honestly, who used Zoom this frequently before the pandemic? 2020 saw the remote meeting software provider score a 326% rise in sales. Great PR for the company – and then came the memes. From Jackie Weaver having no authority to various politicians showing themselves up – online meetings are a new source of entertainment (when they go wrong) and nine times out of ten, Zoom is mentioned in these stories.

B2B personas infographic

With everyone trapped at home for most of 2020 and the early part of this year, the way we work has been transformed and many tech companies are facilitating this transformation – think of all the infrastructure required to enable entire businesses to work from home, be able to contact each other, and for customers to be able to reach them.

The growth of tech hasn’t just impacted work time either – with spare time to kill and nothing much to do at home, the reliance on social media platforms, communication technologies, internet connectivity, and home shopping has soared.

Some of these areas were already seeing expansion and growth before the pandemic, but development was sped up by the rise in demand over the last 12 months. Augmented reality, for example, has experienced unprecedented growth as people look for new ways to experience shopping at home.

Has That Changed Tech PR?

With so much happening, and happening fast, tech PR professionals and agencies have had to become even more responsive and adaptable.

Tech PR has always required a high degree of responsiveness because technology is inherently fast-moving but 2020/21 has kept everyone on their toes.

The Coronavirus pandemic has touched every single part of the tech industry, including those we work closely with such as science, transport, and cybersecurity.

B2B personas infographic

For PR agencies there has been more crisis management than ever, probably a once in a lifetime happening actually! And as you can see from the stories above, editorial has been easier to secure for some industries as there doesn’t seem to be a day that has gone by without some part of a big tech narrative appearing in national news.

It’s been a mixed bag really. A big mixed, unprecedented bag.

Some tech industries have suffered during the pandemic, others have prospered.

One common narrative across all tech clients was the need to address the pandemic, logistics, safety issues and staff wellbeing. That was at the start of the crisis – once the dust had settled and the words ‘new normal’ started to appear alarmingly regular in the media, the tech industry was keen to demonstrate their relevance in this new normal, and how they could legitimately solve issues for businesses, and the public.

We’ve had to adapt our working practices too – we’re a London based tech PR agency and much of our time was spent attending tech events all over the city, meeting with clients or working together at our office. Like many businesses, we’ve had to make the shift to home working, and digital meetings.

We’re looking forward to what is to come – even before the pandemic, the tech industry was an ever-evolving and exciting (to us!) space to be in – Covid-19 just accelerated it even further.

Join our #B2BPR tribe:

At ec-pr we are passionate about b2b communication. We believe your work is amazing and we want to help you tell the world how extraordinary it is.

Download The Definitive Guide to Analyst Relations and how to ensure its success

READ this post: No Industry Is Too Complex For PR

look at this Infographic: 9 Points To Improve Your PR Brief

Your Ultimate Guide to Crisis PR Management

The Ultimate Guide to Crisis PR

Unforeseen circumstances have hit us all in 2020. Our guide shows you how to manage your PR in a crisis.

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EC-PR Packages - B2B PR Pricing Guide - front cover

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Our transparent guide to B2B PR pricing for tech brands.

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What’s The Difference Between B2B PR & B2C PR?

What’s The Difference Between B2B PR & B2C PR?

What’s The Difference Between B2B PR & B2C PR?

You will no doubt be familiar with the terms business to consumer (B2C) and business to business (B2B) PR. You may even understand that these two styles of PR are different, but can you put your finger on the differences?

Most understand B2C is consumer-based and automatically think of fast-moving goods – the type of goods we all consume every day, such as food and drink, clothing, or gadgets. 

It’s easier to understand as almost all of us will have encountered B2C PR in action – we’re all consumers of goods.

B2B PR is PR all the same, except it involves businesses selling to other business and not to consumers.

In B2B PR we even use many of the same methods, tools, and techniques as B2C. PR is one discipline and the way we go about generating buzz, creating opportunities, and building reputation and brand awareness are similar, no matter the target market or client.

B2B personas infographic

Why Is B2B PR Different?

Although B2B and B2C PR have much in common, there is one key difference – B2B PR exists in a vastly different commercial environment.

Firstly, the sales cycle can be years in B2B. Because the products and services being sold to other businesses are often a large investment or involve contracts that can last multiple years, the buying process is nothing like consumer sales. For example, a business selling global IT services will often have to contend with the fact that buyers are going to act slowly. This can be because of tender processes, contracts, or simply because the product or service in questions is not something one would buy every week.

This means B2B businesses need to ensure their PR campaigns have a strong strategic component so that they don’t get lost or diluted over time. 

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READ: 10 Reasons your brand needs PR

For example, a customer wouldn’t buy a global IT system on a whim – they may be tied into a contract for a few years or have multiple people involved in research at their end. From a PR perspective, you need to keep the conversation and engagement, interesting and vibrant for 3, 5,10 years possibly.

Speaking of multiple people, a further layer of complexity is often added in the B2B world as decision-making processes nearly always involve more than one person. The decision-making process may not be easy either with multiple experts and factors impacting the selection and commitment process.

Multiple actors with different, possibly conflicting, motivations and values need to be considered, prioritised, and addressed. This is why persona profiles are an important element of your B2B PR strategy. Creating persona profiles isn’t unique to B2B PR – as consumers, we’re all heavily profiled but multiple, and complex players are something to be mindful of when creating your PR strategy.

Decision-makers also take their time within the buying cycle as the implications of a mis-purchase can be much higher than in a consumer market.

B2B personas infographic

For example, if you decide to buy some chocolate and your chosen treat turns out to be a disappointment, the implications are relatively low for both you and the chocolate seller. You just wouldn’t buy that chocolate again. The wrong product or service in the B2B world could have enormous implications for a business, hence the need for a protracted buying cycle and multiple decision-makers and experts.

An excellent way to coax decision-makers along the way and alleviate fears around bad choices is for businesses to position themselves as thought leaders within their industry, helping guide and educate potential clients. Possessing a perceived high degree of trust and knowledge can be invaluable to a B2B business.  

Finally, and conversely – although B2B purchases tend to be much more expensive than consumer products and services, the size of the budget behind B2B PR campaigns tends to be much smaller!

That means that to be effective in your PR you must be collaborative, expert and, perhaps surprisingly, passionate – in an enduring sort of way. Hence why many B2B businesses look to PR agencies for their expertise. Although an agency may seem a costly affair, having dedicated B2B PR expertise on hand can make budgets stretch much further by achieving the results you want, the first time around.

Join our #B2BPR tribe:

At ec-pr we are passionate about b2b communication. We believe your work is amazing and we want to help you tell the world how extraordinary it is.

Download The Definitive Guide to Analyst Relations and how to ensure its success

READ this post: No Industry Is Too Complex For PR

look at this Infographic: 9 Points To Improve Your PR Brief

The Definitive Guide To Analyst Relations cover

The Definitive Guide to Analyst Relations

and how to ensure its success

The Dos and Don'ts of Analyst Relations to help build credibility with industry influencers.

Download

Subscribe to our updates

Stay up to date with the latest insights, case studies, and PR guides.

EC-PR Packages - B2B PR Pricing Guide - front cover

How much does PR cost?

Our transparent guide to B2B PR pricing for tech brands.

Download

What Does A PR Agency Do?

What Does A PR Agency Do?

What Does A PR Agency Do?

What does a PR agency do? what can a PR agency do that you can’t manage in-house?

A PR agency will help your business nurture, enrich, and protect your reputation. This works on the globally understood premise that, in B2B PR, businesspeople only buy from someone that they like and trust.  A poor reputation has a direct impact on your ability to sell and therefore your bottom line. PR campaigns can be designed to focus on different aspects of your business plan and because there are many ways of achieving the desired results, external professional help is often sought from a PR agency. 

What Is PR?

At EC-PR, we define public relations as the management of everything you say and everything you do to create the best possible conditions for your brand to succeed. Words and deeds which must be anchored in truth.

The Chartered Institute of Public Relations (CIPR) define PR:

“Public Relations is about reputation – the result of what you do, what you say and what others say about you.”

Their more detailed definition states:

“Public Relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.”

Although PR is an ancient discipline, it is constantly evolving because of changes in technology, society, and the way we consume media. The biggest changes have happened in the last ten years, mainly because of the rise of social media and its ability to deliver information and rumour, instantly. Because the media is so fast-moving now, PR professionals are constantly learning, acquiring new skills, and adapting.

Find inspirational angles

What Does A PR Agency Do?

In the most basic sense, A PR agency looks after your external communications – anything which impacts your reputation. They provide expert written and oral communication skills – to present your capabilities, achievements, and opinions; outstanding interpersonal skills – to build press relationships which support your strategy and exceptional listening skills – to capture opportunities, rumour, and competitive threats. However, the PR services on offer will differ between agencies and may look different depending on the type of business you run – B2B PR agencies, for example, work with businesses selling to other businesses (opposed to B2C agencies who will specialise in consumer PR).

The first and most important step in your relationship with a PR agency is establishing what success looks like. What is it you want the PR agency to help you achieve? For example, do you want to change any negative perceptions about your business? Promote a new product or service? Or work on building your brand awareness?

Although a PR agency will work with you to establish your PR objectives, these are separate from and should support your overall business goals.

With goals in place, an agency will then help establish a communication strategy – the action plan for achieving your objectives. An effective B2B communication strategy will include your value proposition, sector prioritisation, detailed audience personas, positioning statements and relevant messaging for each stage of your customer’s buying journey.

Find inspirational angles

Following on from the communication strategy, a PR agency will develop a PR campaign plan. As part of this, an agency will usually be able to help with a marketing asset audit, competitive benchmarking, and of course, the content needed to deliver your campaign. A content calendar will be created – content creation can be done in-house, or the agency may also do this for you.

Finally, a PR agency will deliver your PR campaign, reporting back on their findings and what has been achieved.

All the above can be managed entirely by the PR agency, or you may share responsibility for some of the work with your in-house team. A service level agreement will have been agreed initially, describing exactly who is responsible for what – the most successful relationships are always collaborative though. The more you put into the work with your PR agency, the better your results will be.

Although PR services will differ between agencies, there are many other areas a PR professional will be able to help from media training and crisis communication to news management and lobbying.

Why Partner with a PR Agency?

Without doubt, PR can be done in-house., but the reason PR agencies exist is that in most instances, the breadth of experience and expertise required to deliver an effective PR programme simply isn’t available within the business. By partnering with a PR agency, you are taking advantage of an entire teams’ wealth of experience and expertise acquired over many years. The pound for pound expertise you can buy versus what you can recruit for the same money speaks volumes – it is a clear indicator as to how important your brand’s reputation really is to the business.

A PR agency will also be more disciplined when it comes to setting goals, measuring campaign success and reporting – enabling you to see what is working and the return on your investment – because they have a vested interest in showcasing success.

The word ’partnering’ is particularly important. For many businesses, their PR agency will become part of the team.

A PR agency should act as a seamless extension of the marketing team, partnering either with the Managing Director, or Chief Marketing Officer. Only then can the dream team be established. 

Join our #B2BPR tribe:

If you’ve found this article valuable, you can get more useful insight here:

Download our guide: Everything you need to know for successful B2B PR campaign planning

READ our blog: How can a PR campaign help my business?

watch our video: how to identify your target audience”

PR Guide to B2B PR Campaign Planning

Your complete Guide to B2B PR Campaign Planning

Including example PR campaigns, content calendar templates, and audit checklists.

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8-Step Communication strategy guide

A comprehensive guide to delivering your business goals using intelligent and relevant messaging.

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What is B2B PR?

What is B2B PR?

What is B2B PR?

In this article, Lorraine Emmett addresses the most commonly asked questions about B2B PR; what it is, what it’s for, how PR adds value and how to evaluate whether it’s doing a good job.

What is Public Relations (PR)?

PR is the pro-active management of your reputation.  It’s the management of your communication process, intended to create positive perceptions amongst your target audience and customers. This is so that people think and speak positively about your business. Familiarity is not enough – PR puts your brand front of mind.

PR delivers brands with independent validation; you cannot put a value on third party endorsement in terms of credibility.

Why does your company need PR?

Your reputation is the sum of everything you say and everything you do, added to everything that is said or written about you – by anyone. Your reputation exists but it’s up to you whether you choose to nurture it or not. PR Companies help you manage your company’s reputation and build a positive relationship with your internal and external stakeholders.

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What services does a PR firm provide?

What does a PR Company do?

Businesses can manage public relations in-house, but there are clear advantages to outsourcing your PR and many successful brands do.

PR consultancies use their media network and writing skills to build understanding and interest in your brand through storytelling and thought leadership.  Organisations that recognise their reputation has currency will proactively manage it.  They understand a positive perception will pay dividends in terms of goodwill, loyal customers, committed workforce etc.  Reputation management will be done through public relations initiatives designed to influence and persuade people on the merit of their brand. This is PR. This is what a PR company can do for you.

The Public Relations trade body, the Chartered Institute of Public Relations can provide you with further insight.

What can a PR company help you achieve?

Boy dressed as pilot with wings

A good B2B PR agency will deliver commercial outcomes enabling your business growth to take off.

There are three main ways a PR company can help your business all of which underpin

  1. Visibility – a strong content and editorial plan will ensure that your brand is visible in the right media and can be easily found with high digital currency
  2. Value – by serving the most compelling messaging to the appropriate audiences your PR consultancy will help you to build familiarity and trust amongst your target audience
  3. Understanding – your PR company will show you how to present your brand message in a relevant and compelling way to stimulate demand.

Where does B2B PR fit in? B2B PR versus B2C PR

B2B PR is a specialism within PR which helps organisations to sell their products and services to other organisations, not the general public. Practitioners of B2B PR work with B2B marketers to manage their reputations to make their organisations visible, valued and understood.

B2C PR is the practice of managing the reputations of brands which sell their products and services to the general public.

What other PR specialisms are there?

There are a number of different specialties within the PR profession including B2B PR (business-to-business); corporate communications, consumer PR, public affairs & lobbying, financial PR, tech PR, analyst relations, social media and internal communications, to name a few.

ec-pr specialises in technology B2B PR and corporate communications. We are experienced in delivering public affairs projects and internal communications programmes, with a deep market knowledge of the technology sectors: cybersecurity, defence, science, energy, maritime, and transport.

People who work in B2B PR consultancies need to be able to understand the prevailing issues, empathise with the impact of those issues and communicate clearly and with commitment with interested parties, both verbally and in writing.

What services are in the B2B PR Toolkit?

The tools PR companies use to manage their reputations are extensive and include:

  1. Analyst relations
  2. Blogging
  3. Crisis Comms
  4. Infographics
  5. News releases
  6. Media relations
  7. Media training
  8. Press interviews & events
  9. Social engagement
  10. Thought Leadership
  11. White papers

You can find more definitions of PR below.

What should you expect from your B2B Public Relations company?

  1. A clear plan: it’s important to know what your agency is doing to help you achieve your requirements. A clearly structured methodology which gets you from where you are now to where you want to go is essential to ensure time and money is not wasted.
  2. Proactive engagement: the success of the relationships will depend on your ability to flex together and respond promptly to opportunities.
  3. Ideation: your PR agency should have a proven approach for generating strategically aligned ideas for articles, campaigns and thought leadership. Creativity is at the heart of effective PR.
  4. Impeccable writing and communication skills: PR is all about managing perceptions to further your brand.
  5. Inquisitive and engaging attitude: your relationship will only succeed if there is mutual respect and enthusiasm for the personalities and tasks involved.
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READ: How to choose your B2B PR Agency

What should your B2B PR company deliver and how do you know if it’s doing a good job?

  1. Process: Your PR agency should be regularly reporting and updating you on their achievements against the agreed PR objectives.
  2. Goals: Meeting and or exceeding the objectives set and highlighting key learnings or how to improve the campaign activities should be an ongoing B2B PR activity.
  3. Ideation: Your PR team will be habitually developing new ideas, themes, and initiatives to progress the brand awareness and achievements of your B2B PR goals.
  4. Starstruck: Delivering outstanding pieces of coverage in a pinnacle target publication at regular intervals will be something your PR counsel does consistently.
  5. Impact: quantity of coverage is not an indicator of effort or activity, but your B2B PR agency should be securing press coverage in target press regularly.
  6. Thought leadership: quality of coverage is as important as quantity, authored articles in pinnacle press is invaluable and something your PR advisors will be expert at achieving.
  7. Expert engagement: Your PR delivery team should be experienced and engaged so that you benefit from their wisdom and experience, not the other way round.
  8. Media network: your B2B PR agency should have a strong network and in depth knowledge of the way the media work in your sector and how to secure press coverage to be able to regularly design, pitch and secure placement on your behalf.
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Establish whether your PR agency is doing a good job with our 9-point check list

How can you tell if your PR partnership is on a road of continuous improvement or on a path of terminal decline?

Press coverage issues can be resolved with an engaged and well-led team, however indicators of a relationship in decline will revolve around passion and professionalism: they don’t appear to love you anymore and their behaviour shows it:

  1. Reporting becomes haphazard and inconsistent
  2. Ideas are uninspired and uninspiring
  3. Communication is infrequent and rarely proactive.

How is PR different from Advertising?

The key difference between PR and advertising, whether B2B PR or B2C PR, is that advertising space is paid for while editorial space is not. While you pay for the PR Agency’s time, there is no guarantee that coverage will appear – it is down to the editor to decide whether the material is likely to add value to the media channel (magazine, programme or blog) or not.

On the flip side, readers will appreciate that editorial content may have a greater value having been vetted by a professional journalist, rather than a paid-for advertisement.

You can read about this in more detail in this blog,  7 ways PR differs from advertising

What are the benefits of outsourcing your PR?

To work out if your business would benefit from an outsourced PR partner we’ve listed several benefits below, and a useful blog: Nine Questions Every Marketing Manager Should Ask Before Hiring A PR Agency

No recruitment fees – the PR team is already in place

Speed to excellence – no interviewing, inducting, learning the ropes

Value for money – access to a team of senior PR people that you couldn’t afford to employ on a full-time basis

24/7 availability – no holiday down time

Perspective – PR firms can see the wood from the trees and can provide impartial, objective advice

All the writing expertise plus implementation and delivery skills readily accessible

PR Agencies have an established and powerful network of press contacts which they can open up to you, why start the process from scratch

What other definitions of PR are there?

PR or Public Relations means different things to different people. You might find it interesting to consider these definitions of PR, from respected organisations and institutions:

1. PRCA – The PRCA is the world’s largest PR professional body:
“Public Relations, or ‘PR’, is all about the way organisations communicate with the public, promote themselves, and build a positive reputation and public image. The way an organisation is represented in the media has a huge impact on how people perceive it. PR professionals try to influence the media to represent their organisation positively and communicate key messages.”
https://www.prca.org.uk/careers/what-is-pr

2. BBC – The British public service broadcaster:
“Public Relations (PR) is a promotional technique used to gain media coverage. It is free and is generated through:

● Events
● Activities
● news-worthy stories”

https://www.bbc.co.uk/bitesize/guides/zj4c7nb/revision/4

3. Hubspot – the inbound marketing platform:
“Public Relations professionals help a business or individual cultivate a positive reputation with the public through various unpaid or earned communications, including traditional media, social media and in-person engagements. They also help clients defend their reputation during a crisis that threatens their credibility.”
https://blog.hubspot.com/marketing/public-relations-definition

4. Wikipedia – the online encyclopaedia:
“Public relations (PR) is the practice of deliberately managing the release and spread of information between an individual or an organization (such as a business, government agency, or a non-profit organization) and the public.”
https://en.wikipedia.org/wiki/Public_relations

5. CIPR – the Chartered Institute of Public Relations:
“Public Relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.”
https://cipr.co.uk/

At ec-pr we are passionate about b2b communication. We believe your work is amazing and we want to help you tell the world how extraordinary it is.

Join our #B2BPR tribe:

If you’ve found this article valuable, you can get more useful insight here:

DownloadDownload our 2021 ultimate guide: How to write a press release that editors want to publish

CASE STUDY Check out this awesome Tech PR case study: How we raised news uptake for InsurTech firm, Concirrus, by 400%

ARTICLE Essential reading for our B2B businesses: How to write a PR brief

PR Guide to B2B PR Campaign Planning

Your complete Guide to B2B PR Campaign Planning

Including example PR campaigns, content calendar templates, and audit checklists.

Download

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The Definitive Media Lens Guide 2021 pdf

Your definitive media lens guide

This PR guide provides a framework for B2B businesses to identify their sphere of maximum potential influence.

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International Women’s Day 2021 Thoughts From A Female-Led PR Agency

International Women’s Day 2021 Thoughts From A Female-Led PR Agency

International Women’s Day 2021 Thoughts From A Female-Led PR Agency

Monday is International Women’s Day, the annual event which celebrates women, recognises female achievements, and highlights inequalities. As a female-led PR agency, we feel proud to work in an industry where women overwhelmingly succeed.

But, despite PR being dominated by women, there is still a disappointing lack of women at the top.

Is PR A Woman’s Job?

First, let us get a couple of myths out of the way and give you an overview of the role of women in the PR industry.

The PR industry has a rich and extensive pool of female talent from which PR agencies can nurture and grow their teams. Women In PR put the number at around 67% in the UK, and the figures are similar across the pond in the US.

We don’t feel there is anything about PR that makes it a particularly feminine job or industry, so why are there so many women working in PR?

Despite sometimes conjuring up images of smartly dressed women breezing through fun launch parties, PR isn’t like that and we work hard trying to achieve the best outcomes for our clients. Working at a PR agency demands a high degree of multitasking and long hours!

Maybe our superior multitasking abilities are the reason we excel in PR and therefore make up most of the industry. And no, that isn’t a sexist stereotype – women are proven to be better at juggling several items at once. And working in PR, especially at a busy tech agency like EC-PR, IS a juggling act. We must be on the ball constantly – switching between accounts seamlessly and working towards different outcomes.  

b2b pr campaign planning leads to business growth upwards arrow

That’s all theorising though – we aren’t a hundred per cent sure why so many women work in PR. Perhaps it’s just the freedom and creativity that can come as part of the job.

That’s what PR entrepreneur Adriana Sol says attracted her to the industry, whilst speaking to The Atlantic in 2014:

“I found that the freedom of getting clients in front of who they wanted to be in front of was liberating.”

However, the same Atlantic article, exploring why so many women work in PR, also pointed out that despite PR being dominated by women, this wasn’t the case when it came to leadership roles or the boardroom.

 

The PR & communications industry is female-dominated (67%) overall. However, at senior levels it becomes male-dominated with only a third of boardroom positions taken by women.

– WomenInPR.org

That’s something Women In PR says is echoed in the UK – there is a shocking lack of women at the top of the PR industry. A survey by PR Week in 2018 found that only 39% of leadership roles in the PR industry are filled by women.

Men taking a larger share of top jobs isn’t something unique to the PR industry though – it is present across all sectors. Men are often recognised, praised, and rewarded in business more than women are.

That brings us neatly back to International Women’s Day and why, although we acknowledge our relatively privileged positions, we won’t stop advocating for more women in PR leadership roles and encouraging all women working in the PR industry to aim high.

Advice for Women In PR

EC-PR is a PR agency bucking the trend when it comes to leadership roles.

Not only are we female-founded and run, but most of our clients are in the typically male-dominated tech sectors too.

This isn’t down to luck though, Managing Director, Lorraine Emmett & PR Director, Liz Churchman have worked hard and have earned their positions.

Liz has some thoughts on why women tend to do well in the industry and advice for anyone thinking about a career in PR.

“For me, PR is all about building relationships and so, demonstrating passion, empathy and authenticity is incredibly important as this builds trust – this could be the main reason why women thrive in this working environment.  For anyone looking to pursue a career in PR, I always say stay true to yourself and find a mentor – someone in the industry that inspires you and you can learn from their experiences.  No matter how experienced you are, there is always room to learn – standing still isn’t an option.  You’ll have a far richer and rewarding career if you embrace feedback and share your knowledge and experience with others.”

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Managing Director, Lorraine also has advice for women working in the PR industry:

Lorraine: “Be open-minded, tenacious and inquisitive. Listen and follow the advice of more experienced women in your team and wider network. Give advice passionately and receive criticism dispassionately. Ask for regular feedback on your performance – you want to know what your boss considers your strengths and weaknesses to be; push for clarity around why they are perceived in this way with examples; and, what the person giving the feedback would do in your position to a) make the most of your strengths and b) redress the weaknesses. Don’t ever settle for ‘you’re doing fine’.  Ask them to champion your success – get them invested and enjoy your journey.

And for those aiming for PR leadership roles:

Regarding leadership roles in PR: don’t believe the myths. And, if in doubt, apply the 80:20 rule.  Most people are kind, decent and honest.  All women bosses aren’t bitches and, in most cases, will want to help you.  Everyone gets proficient at something they practice rigorously – therefore, women can multitask.  Women will take a leadership role if offered one – but they only get offered half the leadership opportunities so, put yourself forward and back yourself – you’re worth it.”

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