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10 Business Benefits of PR

10 Business Benefits of PR

10 Business Benefits of PR

One of the key questions we often hear is along the lines of “Why do I need to do PR?” or “What will PR do for my business?” and the reality is that there are so many benefits of PR, the list is endless, but we want to focus on the main PR benefits and so we’ve highlighted the top 10 reasons your brand should have a PR strategy.

Depending on what stage of maturity your company has reached, you’ll have different business challenges, priorities, and drivers.  PR can be used to help you address a wide range of specific business  and marketing objectives.

Always aligned to your company’s vision, mission and goals, PR is ever present and supremely agile.

Here are our 10 key reasons why your company should do PR as part of your comms plan.

10 reasons your needs PR infographic

How your business will benefit from PR

Enhanced lead generation:

PR complements your marketing initiatives by showcasing your successes in editorial case studies. It keeps you visible as prospects move through the buying cycle and into the sales funnel. And, PR provides the added benefit of providing independent third-party endorsement.

Improved stakeholder insight:

The process of developing your communication strategy and PR outreach brings you closer to your customers.  Engaging with customers to understand their buying methodology and rationale to develop articles provides valuable, actionable insight into customer behaviour.

Compelling messaging:

Effective PR requires relevant messaging at each stage of the buying cycle.  The strength of the messaging is evaluated against the quality of the supporting evidence and relevance to your target audience.

Re-energised staff:

Targeted PR which is integrated with change programmes can mobilise workforces by giving them a sense of purpose, community, and boost in morale.

"We are clearly differentiated, more engaged and showing the best version of ourselves to the world"

Clarity of purpose:

In order to be effective, PR needs clearly defined SMART goals.  The process of developing and executing these goals results in clarity of vision, purpose, and communications.

Invigorated sales team:

B2B PR will help build the morale of sales teams.  Seeing your brand receiving recognition in the media through press coverage for new business wins etc., instils pride and purpose.

Crisis mitigation:

A strong brand promotes loyalty which can help a brand survive a challenging trading environment. Crisis planning conducted during ‘business as usual’, will help you to identify potential areas of weakness which you can redress before any crisis hits. 

pr benefits working at home
Thought Leadership:

Every business has something unique about it or it would never have been brought into existence.  Someone somewhere thought there was a gap in the market your company could fill. PR will help you harness your thought leadership with insight that informs, inspires, challenges, and engages your target audience.

Brand Awareness:

PR builds a compelling relationship between your brand and your target audience – before your audience even enters the buying cycle. The key principles of any good PR strategy are to make you visible, valued and understood; delivered as part of a comprehensive communication strategy to drive consistency and impact. The outcome of which will provide you with a densely populated top of funnel.

Increased Impact:

By integrating your PR across all your marketing communications, you leverage your investment and increase impact. Every message delivered becomes a building block, creating layer upon layer of customer engagement, making the whole worth much more than the sum of its parts, in one cohesive, compelling brand.

So, we can see that there are many powerful and persuasive reasons to do PR –  especially when you consider that whether you choose to act or not, your reputation still exists out there in the market. Your job is to decide if you want to manage and cultivate your reputation, or leave it to chance.

So, when you ask yourself: ‘why do I need PR’ or ‘Is PR important’ follow it up with the question: ‘Does my company reputation matter?’. Your answer will tell you all you need to know.

Join our #B2BPR tribe:

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

Download our guide Your 8-Step Communication Strategy

READ this awesome Tech PR case study: 2i Testing

read our guide How we guarantee your PR results

to receive regular insights on how to make your PR work harder.

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. Get in touch.
10 reasons your brand needs PR
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How to justify the business cost of PR

How to justify the business cost of PR

How to justify the business cost of PR

Building a pipeline of potential and future customers (opportunities).

How do prospects get to know, like and trust you – it’s through brand building and brand awareness. This is the job of public relations. Getting people into your funnel and keeping them warm, until they are ready to purchase from you. Fill your funnel and proactively manage your reputation, then when they are ready to purchase, they will be more likely to buy from you.

If you’ve ever been asked to justify the business cost of public relations, how it impacts the bottom line of your business, or whether PR helps drive company sales, then this blog should help you respond.

PR contributes to your entire sales funnel

Because PR is concerned with building relationships and creating trust, a comprehensive PR strategy not only creates new leads for your business, but also moves potential customers through your entire sales funnel; engaging and nurturing until they eventually become paying customers.

Your PR will be informed by your communication strategy which will detail the key messages for each stage of your customer’s buying cycle. Your public relations partner will deliver narrative that aligns with, and promotes these key messages in the media, while delivering the added benefit of independent third-party endorsement. This helps your audience to travel through each stage of the buying cycle, gradually moving down your funnel and generating a solid pipeline of future customers for your business.

 

“Proactively managing your top of funnel brand awareness and your middle-funnel engagement, means that you’re directly and positively influencing the number of sales and conversions for your business.”

Investing in PR grows brand awareness

PR generates brand awareness

PR is well-known for creating awareness for a business and is often simply viewed as a ‘top-of-funnel’ tool, but PR, especially B2B PR, is much more valuable than that. PR builds your brand and shapes the perception of your brand within your industry. A well written and well-placed piece of content, such as some editorial or thought leadership, helps increase awareness of your business amongst your target audience – but there’s a lot of PR work to do before a potential customer is anywhere close to making a purchase from you.

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DOWNLOAD: Your 8-step communication strategy

PR engages and persuades

No-one would buy your products or services if they didn’t like you, have trust in you or believe what you say. Research suggests that a typical conversion requires at least 7 – 10 prior interactions with a brand, meaning your leads need to be nurtured in order to become familiar with you. Engaging, nurturing and persuading requires a strategic and holistic (not a scatter gun) public relations approach, allowing you to inform, educate and persuade them. All of which encourages and nudges them down your funnel, leading them closer to a purchase.

pr grows your sales funnel business high rise

 

“PR provides you with independent validation; you cannot put a value on third party endorsement in terms of credibility.”

 

PR converts leads into customers

Nothing beats the credibility of a third-party endorsement for your business, and reliable, third party coverage is critical in the decision-making process of your potential customers. Authoritative and insightful PR content, delivered by credible experts, helps build trust and moves your leads further down your funnel, providing a higher likelihood of them converting into a customer.

By implementing a solid PR comms strategy, you’re actively taking responsibility for increasing those business leads and encouraging them through the various stages of consideration and purchase.  The conversion of more leads into customers ultimately impacts the bottom line of your business, proving that PR does indeed increase sales in a definite, if indirect, way.

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DOWNLOAD: How much does PR cost (Tech PR Packages)

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. Get in touch.

Join our #B2BPR tribe:

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

Download our ultimate guide: How to write a B2B press release

READ this Tech PR case study: How 2i found its voice – 18 Benefits from a communication strategy

watch our video: how to identify your target audience”

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

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the ultimate guideto writing a press release front cover

The ultimate guide to writing a B2B press release

Our expert B2B PR guide with 9 steps to creating a press release that editors want to publish.

Download

How to write a b2b news release that editors want to run

How to write a b2b news release that editors want to run

How to write a b2b news release that editors want to run

In order to write a b2b press release that editors want to run you need to understand how a press release can add value to your business as well as what editors are looking for. In this blog we give you all the information you need to write strong news material that editors want to publish.

Why is it important to issue press releases?

The purpose of a news release is to communicate to your target audiences that you are a dynamic force within your industry; that you are an attractive employer and business partner who adds value in all areas of operation.

How often should you issue you a news release?

You should issue a news release whenever you have something new to announce that will benefit your target audience and therefore will be something they want to read. We recommend releasing news at least once a month.

Where can you find news stories in your business?

News is quite simply everywhere! Every invoice you issue tells a story. News can be found in:

  1. New products/services
  2. Developments in existing products and services
  3. New contracts
  4. Client anniversaries
  5. New insight, research or analysis
  6. Local community activity

Find more ideas in our blog post here: 6 Content Topics to kickstart your media engagement.

 

write press releases in your style but not pink magnetic letters

A word of caution: unless your most recent recruit is a celebrated industry authority, new employee announcements are best done through internal comms and social media– they’re not news.

What makes a strong headline in a news release?

Headlines should be short, factual and arresting, signposting what the story is about. They should avoid technical jargon.

What tone and style should you use?

Your tone should be factual and business-like. Avoid flowery language and complex sentences. Always write with the audience in mind. At the end of every sentence or two, stop and ask yourself – why should the audience care about that statement – how does it interest or benefit them?

The first paragraph should say it all!

The golden rule is to write the first paragraph as a stand-alone. In years gone by, this meant that if an editor was short of space, they could edit from the bottom up. If all that was left was the first paragraph, this should stand alone as a summary of the story. Of course, the advent of online media means that space is not necessarily an issue, but people nowadays are busy, so if you don’t capture their interest fast, you will lose them.

Press release length - is longer better? pink cadillac long car

How long should your news release be?

Stick to 600 words as a rule of thumb. They can be sometimes a little more and sometimes a little less. 600 meaty words is what you should be aiming for while keeping adjectives to a minimum.

Two to five paragraphs should follow the awesome first paragraph. These will evidence your opening statement covering who, what, why, where, and how. Write these with the view that they should be intelligible for, and interesting to, a non-specialist journalist who may be working across several sectors – this will ensure you do not disappear into a black hole of technical lingo.

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DOWNLOAD: The ultimate guide to writing a press release

How to capture quality customer comments in your press release

Once you have written the body of the release, turn paragraph two or three into a quote from a senior spokesperson, ideally a director or a customer. By doing so, you avoid bolting on a weak generic comment which says very little, if anything at all and makes him or her look slightly vacuous and dull!

How to command more space than your competitors

Providing high-quality images, an infographic or explainer video will all help you to dominate the page and squeeze out news from your competitors.

Stand out from the crowd with your press release

Use your news to increase your reach

Once you’re ready to send out your press release, go through it and add two backlinks. One to a credible source that evidences a fact in your article and another to a relevant credible item on your website. Ideally, make these trackable links using something like bit/ly.

A word of caution: don’t be surprised if some media outlets remove the backlinks.

And finally…

At the end of the release, add contact details – not those of the sales office – editors actively dislike this; make sure the details are live and go directly to an individual – you don’t want to waste any interest that might be generated.

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Produce and optimise your news releases with our indispensible tool kit

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. Get in touch.

Join our #B2BPR tribe:

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

Download our ultimate guide: How to write a B2B press release

READ this Tech PR case study: How 2i found its voice – 18 Benefits from a communication strategy

watch our video: how to identify your target audience”

6 Ideas for Media Content When You're Stuck
the ultimate guideto writing a press release front cover

The ultimate guide to writing a B2B press release

Our expert B2B PR guide with 9 steps to creating a press release that editors want to publish.

Download

Subscribe to our updates

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

How to Become a Thought Leader cover

How to become a thought leader

Thought Leadership in STEM industries is essential as a way of driving innovation, producing exciting solutions and sharing new ideas...

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Think your company has nothing newsworthy to talk about…? 6 content topics to kickstart your media engagement.

Think your company has nothing newsworthy to talk about…? 6 content topics to kickstart your media engagement.

Think your company has nothing newsworthy to talk about…? 6 content topics to kickstart your media engagement.

When speaking to our clients and prospects, they often say their business is too complex, complicated or technical to be of interest to the wider public. Or they might say that there’s simply nothing ‘newsworthy’ happening at their company that they could share with the media and other key audiences.

While a news story does often include an element of novelty (think new products, new senior hires, innovative breakthroughs, new facilities etc.) stories that are relevant to the media do not necessarily need to be just about your latest launch or venture. There are stories to be told literally everywhere!

So, where can you look for inspiration and your story ‘angles’?

There’s an infinite supply of materials that can be interpreted and developed into engaging pitches or articles for media engagment if you just look out for them (and speak to people). For ease, I’ve split them up into six typical areas.

Find inspirational angles
Business growth and business benefits

Regardless of the industry you’re in, business success is always worth talking about, with revenue growth, customer momentum or expansion to new markets or geographies showcasing your agility, innovation and accomplishments. Support your success story with concrete numbers or a clearly defined next milestone.

Business benefits are another excellent angle that should really be the core of every company’s messaging. Your technology may be obscure or niche, but what does it enable? Does it deliver greater productivity, lower costs, or provides an impetus for innovation? Think of yourself as an enabler of other organisations’ successes.

 

Your customers – if you don’t ask for a case study, you won’t get one!

They are the cornerstone of your business and you’re building a story with them that is worth talking about. Spend time with your customers to uncover exactly how your products or services are helping their business thrive. Some of them might be well-known brand names, others quirky businesses with a colourful CEO that the media love to talk to. Ask them to endorse you with a testimonial or a full case study.

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Produce and optimise your news releases with our indispensible tool kit

The industry – find an issue to own or champion

It may seem as if there’s nothing in particular happening at your company at a given point in time, but you are part of a broader industry that is (in one way or another) in flux. Associate yourself with an industry trend or offer a comment on a hot topic. What do you see happening in the market and where do you think it is going? What challenges and best practices can you share? Investigate a relevant trend with a survey and present your results in an engaging and compelling thought leadership article/whitepaper.

A partner initiative – demonstrate your purpose

Is there an industry-wide issue that you could address in collaboration with a partner or a trade association? Say a lack of skills or talent that you could address with a joint training programme? Or a lack of industry standards? Set up a new initiative that showcases you’re at the forefront of your industry.

6 Ideas for Media Content When You're Stuck
5 The wider good/your local environment

If the COVID-19 pandemic has taught us one thing, it is that we are connected to our local environment and community much more than we think. Every company relies on its immediate environment for talent, support services and facilities. Support a local charity or a school. Talk to your council about what needs fixing and how you can help your village/town/city. After all, a number of your employees probably call it home.

community
Your employees are your greatest brand ambassadors

Your employees are the heart of your business and a rich source of new and authentic media angles. Do you employ a particularly strong data scientist that derives transformational insights from Big Data? Have you developed a particularly effective on-boarding process? Do you have a unique holiday policy? Did your founders get their business idea during a llama trekking trip (I’m not making this up)?

Unique, authentic and relevant story angles will make your business stand out and be engaging, even if your solutions are complex and difficult to understand.

Just ensure those angles are rooted in a well-developed communication strategy, with clearly defined target audiences – but that’s already another story!

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. Get in touch.

Join our #B2BPR tribe:

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

Download our guide: How to become a thought leader

READ this Tech PR case study: How 2i found its voice – 18 Benefits from a communication strategy

watch our video: how to identify your target audience”

6 Ideas for Media Content When You're Stuck

Subscribe to our updates

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How to Become a Thought Leader cover

How to become a thought leader

Thought Leadership in STEM industries is essential as a way of driving innovation, producing exciting solutions and sharing new ideas...

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8 things to consider when choosing a PR agency for your B2B brand

8 things to consider when choosing a PR agency for your B2B brand

8 things to consider when choosing a PR agency for your B2B brand

I’m married to a man that I met on Match. Initially the online dating process was bizarre, then a little wicked and then, eventually, pretty amazing. The more I worked at it, the clearer my view was, of what I did, and didn’t want.

Having a clear view of what you want and what you value is key to achieving a successful, rewarding and happy relationship, and the same goes for selecting and working with your PR partner.

Have a clear view of what you want from PR Agency
What’s their track record?

At the end of the day you want to find a public relations firm that will deliver the outcomes you need. They need an impressive track record, endorsed by customers. This doesn’t have to be with a direct competitor (would you really want them working with a key competitor?) it can be with a similarly structured business or one facing similar challenges.

 

What’s the process?

Past successes are no guarantor of future achievements. This is where a clear operating process and delivery model is critical. Your agency should be able to replicate the process they used in their greatest achievements. Their proven processes should heighten the likelihood of success, and minimise the costs to you. The approach should encompass communication strategy development, campaign planning and public relations delivery.

Z

Establish whether your PR agency is doing a good job with our 9-point check list

Do you have chemistry?

You’ll be speaking to your Account Director often, so it’s important that the chemistry is right and that your PR team feels like an extension of your marketing team. You need to like them and feel inspired, cared for, challenged, or reassured when you come off a call with your agency (not necessarily all of them all of them after one call!)  Make sure you’ve met the consultants you’ll be dealing with on a day to day basis and that a) you like them and b) feel inspired by them.

Are they wise & experienced?

Seniority is important. An experienced public relations professional will be able to operate with speed and efficiency. Your business and the media is in a constant state of evolution and sometimes revolution – just think COVID-19. An experienced PR consultant will constantly be scanning the media horizon and trimming the sails of your PR programme to keep it relevant. At the same time they’ll be responding to shifts in priorities within your business, to protect and nurture your brand’s reputation.

How to select the right PR agency for your brand
5 Bigger is not always better!

Your budget will determine how much resource an agency will allocate to your business. On this basis, the actual size of the agency is largely irrelevant. It’s the experience and expertise of your team that is critical. Is there sufficient seniority within your contract, to deliver the outcomes you want to achieve?

How creative are they?

Creativity aligned to your commercial goals, is a unique capability which a tech PR agency must have in abundance. It’s not just simply calling in a few favours from their network. Has the agency demonstrated a creative capability? Has it shown you how it goes about selling-in your stories to the press? Have you had a glimpse of their brilliance?

Capturing light signifying reative thought from PR Agency
How is it measured?

You can’t manage what you can’t measure so KPIs and campaign deliverables are important. It’s essential that your PR is evaluated regularly and appropriately, so that your programme can be updated and tuned into prevailing media requirements. Has your PR agency demonstrated a commitment to SMART objectives and provided a picture of what success looks like? Have they proposed a review methodology, both formal and intuitive?

How passionate are they?

Does your PR team speak with passion? When you read their blogs and articles do they come across as caring deeply about your sector and their profession? Are they advocates of good practice – do they develop, share and promote best PR practice? Their focus will be a direct reflection of the way they approach working with you. Listen to your intuition and use your instincts to tell you whether they’re passionate or just practised!

It’s a sad fact that most PR/client relationships don’t reach their 3rd birthday – which is such a waste of energy and goodwill. Paying close attention at the agency selection stage would help make these relationships last longer.

My perfect Match and I met five years ago this Christmas and celebrated our second wedding anniversary this week. So, cheers to that, and here’s to creating meaningful relationships that endure.

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. Get in touch.

Join our #B2BPR tribe:

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

Download our guide: How much does PR cost?

READ this Tech PR case study: How 2i found its voice – 18 Benefits from a communication strategy

look at this Infographic: Your Questions About Communications Strategy Answered

How to choose the right PR agency for your brand
Your 8-Step Communication Strategy

8-STeP Communication strategy guide

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

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

EC-PR How We Guarantee Your PR Results Brochure Cover

How we guarantee your PR results

Turbo boost your PR today and expand your ability to reach business goals.

Download

What is Tech PR?

What is Tech PR?

What is Tech PR?

Tech PR is the process of cultivating and nurturing your technology brand by commenting on and generating storylines in which your brand is the champion. Seeding, fostering, and promoting positive business initiatives aligned to your commercial strategy will also be responsibilities your tech PR agency will embrace.

1. What is a tech PR company?

A tech PR company is a PR agency that specialises in proactively managing the reputation of technology-based brands.

2. What skills should you look for in a Tech PR agency?

Tech PR agencies should possess skills in building and maintaining long-lasting relationships with tech journalists. This will involve turning somewhat dry and highly technical topics into interesting and engaging editorial content, as well as supporting brands in maximising media opportunities. People who work within tech PR agencies must genuinely have a passion for technology and have a desire to expand their knowledge, think on their feet and pick up new concepts quickly.

Tech PR Firms work digitally with you

3. What services will a tech PR firm offer?

A tech PR agency should offer a comprehensive toolkit if they are to manage a brand’s reputation successfully and proactively. Editorial content including press releases, thought leadership articles and case studies is a must and should all be written by your tech PR team. A tech PR agency should also be able to provide strategic counsel, a comprehensive crisis management service, high-quality, bespoke media training for senior level executives, stakeholder research and an analyst relations programme.

4. Why should I use a specialist Tech PR agency?

Tech PR Passion Led Us HereYou should use a specialist Tech PR agency if you are looking to proactively manage your brand reputation, rather than leaving it to chance. PR agencies that focus on technology will have a genuine passion for one of the most talked about topics in the world. Technology touches every single aspect of our lives. If you’re looking to engage the investment community, you would look to hire a PR agency that specialises in finance, therefore it makes absolute sense to engage a Tech PR agency if you’re looking to engage people who are interested in technology.

5. How do I find the best tech PR partner?

Referral and recommendation are probably the most effective ways of securing a credible tech PR partner.

  1. Scope out the top 3-5 things that are important to you, for example:
    • Do you want senior, experienced delivery people?
    • Are you looking for some form of performance guarantee?
    • Would you value a proven methodology to deliver results?
    • Do you want/need a large agency (and associated costs)?
    • Do you want to be a big fish in a small pond or a small fish in a shoal?
  2. Use LinkedIn to find possible partners, and read people’s updates – are they interesting, engaging and persuasive?
  3. Look at their articles and blogs – do they inspire you?
  4. Review case studies, speak to past and present client contacts.

6. How much does it cost to hire a Tech PR company?

It is difficult to say how much it will cost to hire a Tech PR company as it all depends on what you are trying to achieve.  We have a produced a guide to ‘How Much Does PR Cost’ here. Focusing on the specific business objectives allows PR agencies to design bespoke campaigns that will support those objectives. It all depends on whether you are looking for a Mini or a Rolls Royce. While aspirations are a good thing, they need to be tempered with realism. Set out what good looks like and let your agency provide a deliverables-based proposal so together, you can manage expectations.

7. Can a tech PR agency guarantee results?

Guaranteeing results of PR activity has continued to be a bone of contention however, it is possible through smart KPIs and complete transparency in the specific deliverables of a PR campaign. A proven process combined with a performance guarantee of some kind introduces certainty to your relationship and this is worth seeking out.

Robot How Much Does Tech PR Cost

8. How do you evaluate a tech PR agency?

You evaluate your tech agency against the agreed campaign objectives. Depending on the type of campaign, these might include performance metrics against your key competitors – volume of cuttings, share of voice, web traffic or your campaign may be focussed on generating links and leads. The critical point is to make sure the objectives are realistic, agreed and set at the start of activity.

At the end of the day there are fewer and fewer businesses which are not underpinned by awesome technology, the key is to be able to shine a light on the critical benefit it delivers to your customers, and that’s what B2B Tech PR can deliver in spades.

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 Your 8-step Communication Strategy to help grow your tech business in 2021

CASE STUDY Check out this remarkable case study demonstrating the impact of a communication strategy for tech firm 2i

ARTICLE Read this article: How to write a PR Brief

Your 8-Step Communication Strategy

8-STeP Communication strategy guide

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

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

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About us

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Emmett & Churchman Ltd is a private limited company registered in England and Wales.

Company Registration No. 10198832. Registered Offices: 5 Merlewood, Bracknell, UK, RG12 9PA.

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