There are some fundamental elements that apply to every campaign regardless of whether you are working on a consumer PR campaign or business-to-business. But when it comes to PR and comms, one size doesn’t fit all.
One of the main differences between B2B and Consumer PR is who the target audience is and how this target audience can be reached. Consumer-driven PR campaigns, are directed at the public, who may engage with a brand or purchase based on emotions associated with need, desire or price.
While PR can help get consumers excited about a latest product or service, B2B PR will focus more on educating business leaders on how an offering will add value to their company.
Not only do B2B and B2C customers typically want different things, but business and consumer brands typically have different goals, too. This means adjusting your communications strategy to meet those goals.
Content is one area where the differences between B2B and Consumer PR are strong. For example, case studies and white papers can be useful for a B2B campaign, where audiences want to see that you are knowledgeable and credible in your industry. Consumers, however, prefer content that’s more emotionally-driven and easy to digest. The form, media platforms you use, and tone of your content need to be tailored accordingly.
We understand the demands of consumer sectors and whether your audience will be needing something for themselves or their business, the bottom line is the same. You must craft a message that resonates, get it where your target audience will find it, and support their decision with compelling content – and we can do just that.