Businesses, or vendors, that sell to other businesses (B2B) have special PR concerns. In some ways, it’s easier for them, as their customer is a specific company vs. individuals who could be living anywhere. However, a vendor cannot escape the reality that in the end, their client’s customers are their customers, too. If the customers are happy, then the client is happy. Successful PR, then, will include the elements common to all campaigns but also acknowledge this fact on some level.

Talking about B2B can get a little complicated, so for the sake of simplicity, we will discuss the hypothetical example of a clothing manufacturer that sells to a retailer. Even if you are in a different industry, you should still find the below ideas relevant to your own public relations.

An effective B2B PR campaign is based on one reality: the other business wants to sell its products asap and limit refunds.

A manufacturer may sell its clothing to a retailer like Walmart or Target, but ideally, those shirts and shoes won’t stay there for long. Once they are sold, the retailer won’t want them to be returned. So, your job is to know what is standing in their way of making that happen and to then convince them you can solve all of those issues.

This gets tricky. A clothing manufacturer, for example, has its own “in/out” door to monitor: what it needs coming into its factory so that clothes can be made and what it needs in order to get them to retailers. Rest assured, the retailer knows this, too, because if they don’t get the clothes from the manufacturer, then their business fails.

To make B2B PR effective, monitor the news and react quickly.

The obvious example here is COVID-19, whose emergence on the world stage helped to clog ports and supply chains. Really, though, a lot of events could cause the same problems, including natural disasters, political upheaval, rising prices, and shortage of labor. There are many ways that a manufacturer can (and should) use public relations to its advantage to reassure retailers:

• The CEO can be interviewed by the media about the impact of the event, including the company’s response to it.

• The company’s social media team can post real-time photos and videos to show that operations are either continuing or at least returning to normal.

• Even once the event has passed, there is sure to be another one. If the manufacturer releases pieces that let the public/retailers know it has a plan for handling future snags, that can restore confidence.

Good B2B public relations also taps into values.

In the case of the clothing manufacturer, it is starting from a bit of a deficit these days. Sustainability is on the rise, and fast fashion is out. Retailers are hearing more and more from customers that the environment is a big concern, which means it should concern the manufacturer, too. Consumers also aware that human trafficking and low wages are found in factories, and they are demanding evidence that the clothing they buy is ethically sourced.

You can see the potential for excellent PR here. The manufacturer can put out blogs and articles about these issues and about its steps for eliminating both. As the manufacturer becomes known for “green” clothing and for fair pay, it will grow its reputation in the industry and attract more retailers.

A B2B PR campaign will also focus on the quality of the company’s products.

Remember those dreaded refunds? If the retailer’s customers start returning clothes because the buttons fall off easily or the jeans tear after going through the wash, that’s bad news for the manufacturer. Its PR strategies will likely include emphasizing the quality of its fabrics, etc. so that the retailer can feel reassured.

Last, a good B2B public relations campaign anticipates any future problems.

Nothing stays the same in business, not even clothing. One trend in fashion is estate sales. They have been around for years, of course, but more people are shopping at them because they can find high-quality clothes and other goods at low prices. 

A savvy manufacturer will be aware of this and see the potential problems for retailers (which can, in turn, lead to problems for the manufacturer). It can devise solutions to this and with well-written pieces, establish itself as a visionary and innovator.

B2B PR, in the end, is all about the final customer.

The secret to good B2B public relations lies in the first company’s ability to anticipate everything that could make its clients’ customers unhappy and devising solutions for those instances. By incorporating that messaging into the PR campaign, it can establish itself as a steady, reliable leader in the industry. 

Imperium Group is an American public relations and marketing consultancy firm. Founded in 2016, it specializes in guaranteed placements, creating utmost transparency for its clients. Imperium Group generates over 15M impressions a month for its clients. Its team is based out of New York, Dallas, and Los Angeles.  

For more information about Imperium Group, please see https://navigator.imperiumgrouppr.com/.