Communication Strategy

Successful PR requires a well-formed, clear Communication Strategy.

We at ec-pr believe in an integrated approach to PR, which goes hand-in-hand with the full range of marketing activities. In order to make this a success, your organisation needs a communication strategy that provides clarity of approach.

Indeed your comms strategy will become the backbone to inform and guide all marketing communications moving forward, including the Public Relations activity.

If your organisation’s marketing is operating on a tactical level instead of a strategic one, ec-pr can help your marketing team regain control of your brand and marketing strategy.


What Public Relations can do for you and your company

What Public Relations can do for you and your company

What Public Relations can do for you and your company

Public Relations (PR) is a key component of the full marketing mix, and as part of your overall communications strategy, it’s instrumental in driving brand awareness, recognition, and consideration – ultimately guiding more leads and conversions, whilst contributing to the overall growth of your business.

This article will help you to understand how PR can benefit your company and why you should pay for expert PR advice.

How does PR benefit your company?

PR builds a compelling relationship between your brand and your target audience before your audience even enters the buying cycle. This relationship is developed over time, built on trust, and delivered through endorsement from independent, authoritative, sector experts.

PR is the proactive management of everything you say and everything you do, in order to positively impact the way you’re perceived by your target audience. This ‘Third party, high value coverage’ provides awareness, recognition, and accolades in those media channels which you don’t own. These third-party endorsements are from highly respected and influential sources and provide credibility and authority for your brand.

Media endorsement in b2b is the equivalent of celebrity endorsement in b2c 

Filling your sales funnel

As a marketeer, it’s your job to attract and nurture potential customers, meaning you need to generate brand awareness amongst your target audience, and nurture them until they are ready to consider purchasing your goods and services. 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 that activity should provide you with a densely populated top of funnel. This is how PR benefits your business and increases the impact of your marketing.

public relations helps fils your sale funnel
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A brand with authority and influence

An effective PR programme should be designed to ensure that you are regularly interviewed by respected editors, achieving recognition in influential third-party media, and being invited to contribute insight to authoritative industry reports.  By becoming an integral and respected part of the fabric of your industry, you influence the shape and direction of discussions, while acquiring authority and influence – which will ultimately attract better-quality prospects into your funnel. This structure, discipline and proactivity is what you pay for when you outsource your PR to experts.

 

public relations is shines a light on your brand

A visible and dynamic force in your industry

Being visible means you are findable and accessible, and that you have a high media profile in the right industry titles, so that your target audience is exposed to you, whether that’s actively or passively. High visibility means regular and diverse formats, i.e. a given story or opinion is ‘sweated’ so that every ounce of potential opportunity is squeezed from it.  ‘Sweating’ your stories means that once it’s appeared in the press, it can then be re-formatted and presented in multiple forms and pushed out through paid and owned channels – ensuring your asset has been fully optimised.  The impact of this is that you command a greater and more influential share of voice – pushing your competitors into the shadows.

 

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Articulating a clear competitive advantage

Being valued means putting your customer at the heart of everything you say and do, in order to engage with them in a way that is both relevant and persuasive.  It’s not possible to be valued if you’re irrelevant to a person’s wants or needs.  To engage and achieve desirability, you need to develop a compelling messaging strategy as part of your communication plan and weave that into everything you create. If you approach your PR in this way, you will have a golden thread of narrative that ensures you are both clearly differentiated from, and superior to, any of your competitors claims.

Many clients operate in unique and complex markets, especially industries such as engineering, science, and technology.   The PR expertise required in these industries is in translating their complex solutions and achievements into interesting and engaging articles and news, so that their target audiences can understand your proposition, align with your brand and applaud your achievements.

Engineers, scientists, and technologists deliver our quality of life, keep us safe and will one day save the world – there is a real pleasure in translating their achievements to ensure they are fully understood.

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 essential guide: Your 8-step Communication Strategy

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”

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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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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”

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The Impact of a Communication Strategy – Tech PR Case Study

The Impact of a Communication Strategy – Tech PR Case Study

How 2i found its voice - the impact of a communication strategy

2i Testing: Digital Quality Assurance & Software
Dave Kelly 2i Testing

“If you had told me, at the start of this journey, that a business like ours, operating in our space, could have a USP I would never have believed you.  I would not have thought it was possible. But we do and we have, we stand out for all the right reasons.  That’s remarkable.”

Dave Kelly

Managing Director, 2i

BACKGROUND

2i is a successful assurance and testing business enabling large organisations such as Aberdeen Standard, Virgin Money and the Scottish Government, to successfully manage their digital transformation journeys through the provision of expert delivery knowledge.  This provision of expertise came in the form of either consultancy projects or people services – heavily weighted towards people services.

2i testing logo

Challenge

Dave knew that 2i delivered really high quality service, but not enough client organisations in the market place were aware of the brand and it had no way of truly differentiating itself. He was already working to re-balance the business and build on its exceptional consultancy capability, however Dave was aware that the 2i brand needed to be clearly positioned both internally and externally to successfully achieve this goal. Dave recognised that a communication strategy could play a pivotal role in helping the brand to reveal its best version of itself and stop being a well-kept secret.

18 Benefits of a
communication strategy

Three months after assurance and testing business 2i formally launched its communication strategy, we asked Managing Director, Dave Kelly, what impact it’s had on business.

  1. We have won new business
  2. Our tenders are more persuasive
  3. Prospects are more interested in what we have to say
  4. Starting conversations is easier and we get to the issue quicker
  5. We are clearly differentiated from our competitors
  6. Our Leadership is more clearly aligned
  7. Our people are more engaged with the business and understand where they fit
  8. We are more consistent in the way we all talk about 2i
  9. We know exactly who we should be targeting saving time and resources
  10. We know what we should be saying to secure interest
  1. We feel we are now presenting the best version of 2i to the wider world
  2. There is less ambiguity in our communication internally and externally
  3. It has made recruiting quality people less challenging
  4. Our external communications are better aligned
  5. Our LinkedIn activity is more focused
  6. We are more visible, valued & understood in our marketplace
  7. Our engagement with clients to give them the focus they deserve has been accelerated
  8. The assets we are building are future-proofed

Dave Kelly

SOLUTION

Through the facilitation of its Messaging Lab workshops and in-depth engagement with the senior leadership team, EC-PR developed a communication strategy which included six key components: the value proposition; bespoke delivery model, industry prioritisation; target personas; positioning statements and messaging. This strategy now forms the backbone, to inform and guide all business development and marketing communications moving forward.

To ensure the communication strategy is aligned with customers’ perceptions, EC-PR also conducted validation research amongst trusted 2i customers. EC-PR helped the 2i team to evaluate its brand assets to determine what materials needed to be created or updated to communicate the messaging for each stage of the four stages of the buying cycle. EC-PR also facilitated a creative pitch to secure a branding agency. 2i then took the branding project on to the next stage – specification, appointment, and project management while EC-PR wrote all the brand assets. 

“You have offered us enormous value in getting us to this stage. When I think back to the lack of focus and structure that our message had originally to where we are today, for both our clients and our staff, it’s been a game changer for us and massive thanks to you for that.

The delivery model, AssureRMF, has undoubtedly been the pivotal development. If you had told me, at the start of this journey, that a business like ours, operating in our space, could have a USP I would never have believed you.  I would not have thought it was possible. But we do and we have, we stand out for all the right reasons. That’s remarkable.”

Dave Kelly

Marketing Director, 2i

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8 simple steps to an effective B2B communication strategy for 2021

8 simple steps to an effective B2B communication strategy for 2021

8 simple steps to an effective B2B communication strategy for 2021

Your communication strategy defines how you’re going to deliver your business plan from a marcomms perspective. It defines what you’re going to say, to whom and when you’re going to say it and – importantly – it’s supported by robust evidence.

So why do you need a B2B communication Strategy?

If you want to increase your brand awareness, strengthen your competitive position, command share of voice and accelerate sales – you need a communication strategy.

A communication strategy forms the foundation of every marketing, branding or public relations brief – without which, you’re likely to be wielding a blunt instrument and wasting a fair amount of money.

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READ MORE: Why your business needs a communication strategy

What are the key components of a Communication Strategy?

All five elements of the communication strategy are of equal importance and are reliant upon each other to be effective.

  1. Value proposition
  2. Sector priorities
  3. Target personas
  4. Positioning statements
  5. Messaging (for each stage of the buying cycle)

If one or more of the elements is poorly developed, you will not have a workable strategy!

So, what are the 8 essential steps to creating a business communication strategy?

There’s a lot that goes into developing a communication strategy. This section will walk you through the detailed process of producing a communication strategy for your technology business.

8 Step Communication Strategy ec-pr
1. Form The Dream Team
2. Objective Setting
3. Value Proposition
4. Prioritise Your Audience
5. Target Audience
6. Positioning Statement
7. Messaging
8. Validation

1. Form ‘The dream team’:

First and foremost, recruit your expert task force from across the business. Ensure you get the right people on board, so that your communication strategy will have the insight, expertise and gravitas that it needs. Your project will also require a board level champion.

Coin illustrating objective setting2. Objective setting:

Document your sales lead requirements and determine what success will look like. What should marketing deliver for the company to achieve its strategic goals? Whatever your objectives are, they must be SMART and there should be a communication objective against each business objective.

For example: such as: To generate #X qualified leads for bespoke vessel design from shipyards servicing the renewables industry.

3. Value proposition:

Spend time articulating your value proposition and purpose. Your value proposition is a simple statement to summarise your promise to your customers. It encapsulates the benefits of buying from you, rather than your competitors and should capture why you exist and why your customers should care. Once crafted, it should guide everything the company says, does and develops, keeping your communications focused and relevant.

4. Prioritise your audience:

Identify your low hanging fruit and prioritise! Unless you have an infinite supply of resources (mainly money and time), you will need to prioritise. Identifying your target audience’s sweet spot is the most effective way of identifying your low hanging fruit. Look for overlapping common characteristics – this is your ‘sweet spot’, or your low hanging fruit.

5. Target personas:

Craft your target personas and give them a name. A target persona is a representation of your ideal customer. They’re not real people, but they should be brought to life as much as possible. The sweet spot exercise should have helped to shine a light on who you should be targeting and why. The next step is to put some flesh on the bones of these decision makers.

It’s likely that you’ll start with more personas than you end up with, but this is normal. Three or four are likely to be the number of personas to focus on, to help you deliver on the commercial sales requirement detailed above. Remember, focus equals funds.

Superhero figure illustrating positioning statement6. Positioning statements:

Craft and tailor a positioning statement for each persona you end up with. A positioning statement is a subset of your value proposition but speaks directly to the heart of your individual personas. It defines the target audience, your product and category, a specific benefit and, most importantly, it differentiates you from your nearest competitor.

7. Messaging:

Develop messaging for each stage of the buying cycle.

The four key stages of the buying cycle (or customer journey) are well documented, with the most common being represented in the acronym AIDA (Awareness, Interest, Desire and Action). It’s imperative that your messaging considers your customers’ journey through these stages, and is specific, relevant and compelling – to tailor to each stage of that journey. The first two stages build trust, whilst the latter two account for the customer’s consideration and desire. These four key stages of messaging need to work in harmony to inspire interest and help convert prospects into customers.

Comm strategy validation8. Validation:

Validate your assumptions amongst your trusted customers and advisors.
Share your first draft of your communication strategy with a small group of trusted customers, to get their input – ensuring there’s a good mix of your different personas included. You’re not seeking to present it in its entirety for their ‘agreement’, it’s more of an opportunity to validate any assumptions you’ve made. Use their feedback to refine and create your final communication strategy.

Once you have your complete communication strategy, written and approved, all that’s left is for you to implement it! Review your existing brand assets, ensure every message is current and accessible to your target audience, and then start planning your campaigns.

Join our #B2BPR tribe:

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

Download our comprehsive guide: Your 8 Step Communication Strategy

Watch Why you need a communication strategy video and discover how it can empower your team

Read our Concirrus Quest for Success case study to see how a Communication Strategy can have radical results

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.

Your 8-Step Communication Strategy

8-STeP Communication strategy guide

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

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How to identify your target audience sweet spot in three simple steps

How to identify your target audience sweet spot in three simple steps

How to identify your target audience sweet spot in three simple steps

In this blog we provide insight, examples and bear trap warnings to help you identify and define your target audience; one of the five critical elements of your communication strategy.

First, the insight. In our short video we provide you with the critical questions to help you not only to define your target audience but to prioritise it so you can focus on the low hanging fruit.

There are three simple steps to find your target Audience sweet spot

Unless you have infinite budget, you will need to prioritise your resources. Identifying your target sweet spot is the most effective way of achieving this.

Start by gathering insight about your ‘best customers’ by capturing, who they are, where they work and why they are a good match for your business.

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READ: Why your business needs a communication strategy

Firstly, when thinking about who they are

consider the key people involved in the buying process, detail:

  • What they are responsible for?
  • What problems they are experiencing?
  • What goals or objectives do they share?
Who are your best customers - eye looking through leaves
Secondly, explore where they work,

capture characteristics like industry sector, geography, function, company size and, their potential value to you.

Finally, document why they are a good target for you.

Identify:

  • What problems of theirs you can solve
  • What issues keep them awake at night
  • How familiar they are with your brand
  • How much educating they will need
Holding lightbulb against sunset sky

Your sweet spot is where these three elements overlap, and this is where you need to focus your energy and resources.

The Sweet Spot infographic

Sweet Spot ‘Bear Traps’

Let’s consider each section in turn:

Who they are

  1. Job titles are misleading; however much you want to default to job titles, don’t – stick to responsibilities. This is because job titles are a short cut to nowhere!
  2. Include everyone who has a significant role in the buying process – decision makers and influencers – anyone who could act as a barrier or facilitator to purchasing your brand. List them all.
  3. Document the different problems these people will be experiencing, both emotional and commercial, and capture the different ways they would express these problems.
  4. Think about what outcomes they are trying to achieve – be as specific as possible – it will help to build a picture.
  5. Look for patterns but don’t force them, they will emerge!

Where they work

  1. Don’t get lazy – be specific! Detail out size (e.g. up to X employees), region, activity (e.g manufacturer, consultancy) and market (e.g. aerospace, cybersecurity).
  2. What are they worth to you currently? Do you have access to research which tells you what the scale of the opportunity is?
  3. Are they new prospects or current customers? (this will indicate whether they already know you and for what expertise/capability).

Why they are a good target for you

  1. This is about establishing who is the best fit, what you need to do to convert them and how quickly you can do this.
  2. Why do these individuals represent a target worth prioritising?

Don’t be General Generic, be Super Specific

Once you’ve completed the Sweet Spot exercise, you will be able to identify specific low hanging fruit.  Whatever you do, don’t fall into the trap of casting your net as wide as possible. This kind of broad inclusiveness leads to unfocused marketing and PR campaigns that could very well extend your sales cycle.

Targeting which is unspecific makes it harder for your target audience to understand the desirability and relevance of your offering and as a result, it takes them longer to work it out – if indeed they ever do!

Target audience example. 

For our own business, we started with multiple marketing job titles plus managing directors, finance directors, founders, and entrepreneurs of B2B organisations until we undertook the sweet spot exercise.

Our target sweet spot emerged as ‘people responsible for developing and delivering the marketing strategy for scale up (small/medium) tech and engineering businesses who are time-poor and ambition rich, stretched but focused on maintaining very high standards’.  They are looking for a partner that they can completely rely on to hit the ground running and help build and deliver a strong brand and media profile.

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DOWNLOAD: 8 step guide to communication strategy

Focus word on hand

The point about the sweet spot is that it gives your marketing focus.

This doesn’t mean that you turn down business that doesn’t fall within your sweet spot, but having that focus gives your PR, sales and marketing a narrative in which you can be passionate and engaging, rather than vanilla ‘everything to everyone’.

Although our sweet spot is clearly defined, we also work with membership organisations, we work with Managing Directors and CEOs and we work with very large companies as well.  Think of the sweet spot as a navigation lamp for prospects, to guide them to your open door.

Join our #B2BPR tribe:

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

WatchWhy your business needs a communication strategy – essential viewing!

Case study Discover how Lloyds Maritime Academy took control and leveraged their brand

Read How to build compelling B2B messaging for Technology Brands

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.

Your 8-Step Communication Strategy

8-STeP Communication strategy guide

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

Download

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Our insights

B2B Content and B2B PR…and why you need a strategy for both

B2B Content and B2B PR…and why you need a strategy for both

B2B Content and B2B PR…and why you need a strategy for both

You might be thinking that you don’t need Public Relations (PR) because you’ve got it all sewn up with your content plans.  You could even be forgiven for thinking that PR and content are essentially two sides of the same coin and you’d be right; they are – and both sides are essential marketing currency.

The practice of content marketing is rooted in Search Engine Optimisation (SEO) while Public Relations (PR) is rooted in reputation management. The two are intertwined and both are critical for your business and your brand’s success. Without PR, however, you may be surprisingly vulnerable.

What is content and what do you use it for?

Content is concerned with creating brand assets, over which you have absolute control, in order to grow your business online. Content is what you say about yourself.  It is brand.  You produce an article, video or podcast and you place it on your website, embed a link in an email, publish it on your LinkedIn profile and share it via your social channels.

Your content can be both objective and subjective, but you control it and you can control what it says and where it appears. Content is of significant and important value to your brand. B2B content marketing strategies are data driven; they are designed to amplify industry authority, boost search rankings, increase web traffic, drive social shares and generate sales leads.

Consider: A brand with no media relationships and no profile suffers a cyber attack which results in all its customers (and some competitors who happen to be on their database) to have their details published on the internet. How well placed is the content team to defend the business?

What will customers say/think/do?
What will valuable leads say/think/do?
What will your competitors say/think/do?

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READ: 10 Reasons your brand needs PR

What do you use PR for?

If content is what you say about yourself, PR is concerned with shaping what others say about you. It is about managing and nurturing your reputation. PR is concerned with contributing to the debate and influencing the things over which you have limited, or no direct control, to protect and nurture your reputation. You may craft a news release, but once dispatched to the press, you have no say over whether the story is used or how much of your story is published or, in what context.

  You cannot put a value on third party endorsement in terms of credibility.

This apparent lack of control is what sometimes makes PR seem scary, but the value of positive third-party endorsement cannot be underestimated – this is why you pay PR experts to manage and develop this relationship for you. Your PR agent is well practiced in drafting your news releases, and longer articles, in a way that is relevant, appropriate, and compelling. They will distribute it to interested parties and develop relationships on your behalf to secure opportunities for you to provide thought leadership. Your PR will be responsible for crafting ideas for your articles and angles to debate with journalists who have an interest in your areas of expertise. You measure your PR by impact, share of voice and authority.

B2B PR strategies are value driven; they are designed to educate, influence, and persuade your target audience to engage with your brand in a positive way using third party endorsement and engagement. The Barcelona Principles are a sound place to start planning your PR – providing you with guidelines to measure the efficacy of your communications campaigns.

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Integration is best to get better ROI

The two sets of expertise are tightly interwoven, and most PR firms will deliver both content and media relations programmes for you. The more you integrate the two sets of activities, the greater your impact and effect will be on your target audience. Your PR will amplify your achievements, your insight, and your brand by developing and leveraging relationships with the press on your behalf. As a result, PR will deliver favourable press coverage which promotes your reputation as a valuable business partner, a credible authority, and an industry expert. 

A business can survive without content. It may not achieve its full potential, but lack of content will not make it fail. A business that acquires a bad reputation, fairly or not, will fail (or dramatically stumble). If you protect and nurture your brand’s reputation, you fend off the competitive weeds that prevent it from blossoming.

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.

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READ this post: No Industry Is Too Complex For PR

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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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How much does PR cost?

Our transparent guide to B2B PR pricing for tech brands.

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