Public Relations Services

Strategic PR Services for B2B Businesses

What is Public Relations (PR)?

Public Relations (PR) involves managing how information about your company is communicated to the public, especially through the media. At Inspired Marketing, we work with the most exciting and ambitious start-up businesses in the technology space. These companies use our PR expertise to amplify their messages to create a particular brand image that they want to portray publicly.

For B2B tech businesses, PR services refer to developing relationships with the relevant media channels to ensure that the company has visibility and is established as a thought leader in key industry publications. This can be in the form of articles, press releases, news features, interviews with journalists, and so on.

Types of PR

There are two main types of PR and the best results come from using a combined approach.

Traditional PR

Traditional PR wears many hats like press release distribution, trade shows, event planning, speech writing, crisis communications, reputation management, and sponsorship opportunities as parts of its strategy. The most commonly used and perhaps most effective aspect of traditional PR is press outreach. Traditional PR utilizes relationships with key players in traditional media – radio, newspapers, and broadcast TV – to leverage favorable media coverage for companies.

Digital PR

Like in traditional PR, digital PR is also based on building strategic relationships and securing placements in digital channels to gain favorable press, increase brand exposure and establish thought leadership. However, digital PR comes with additional benefits as it can also incorporate strategic keywords and be used to boost Search Engine Optimization (SEO) and link building. This also means that it is easier to measure with tools like Google Analytics. In digital PR, companies can partner with media channels, niche-specific bloggers and thought leaders, and B2B media brands.

Why is PR so Important for your Business?

The global PR market is projected to reach $102.80 billion in 2022. This is because as more companies recover from the impact of COVID-19, they need a competitive advantage to differentiate themselves in the market. That’s why PR is so important. As a B2B tech startup company, PR services will give you opportunities to establish yourself as a thought leader and build your brand, boost public confidence in your brand, help you attract and retain customers, attract investors, and scale.

The Challenge of Creating Effective B2B PR Campaigns

Creating a high quality PR strategy for B2B tech businesses is a different game when compared with doing PR for B2C businesses or individuals. PR for B2B tech takes a lot of expertise and experience.

Here are a few challenges B2B tech companies encounter when creating PR campaigns:

Defining your Audience

“Who are we addressing in this PR messaging?” This is the question that many B2B startups struggle with. Torn between writing for investors, C-level execs and the general public, it’s often difficult to decipher who you’re trying to impress with every piece. Rather than let this be your bottleneck, do what smart companies do. Let a PR expert help you take ownership of your company’s story and guide you through this and other important steps in the PR process.

Identifying the Right Channels

Finding the Right Spin

Knowing the events or news you want to share through the right channels is one thing, but choosing the best way to put it out there is another important aspect of PR. You need to sound a little different when you want to attract investors, increase customer base or hire top talent. The style of your messaging depends on your audience, your goals, the audience’s demographic, and the specific channel you are pitching to. For instance, finding the right spin is most challenging when it comes to mitigating negative press. But there’s no need to get stressed out about all of this. Our PR expert has years of extensive B2B tech experience and will help you craft the right communication strategy across several channels (traditional and digital) to reach your intended audiences with the right message.

Cultivating Relationships with Media Experts and Influencers

For PR to be effective, you need to build long-term relationships with journalists, media experts, influencers, and bloggers in your niche. If you’ve never done PR before, identifying and reaching out to these people can be overwhelming. You will end up wasting precious time researching the teams you want to collaborate with and establishing this relationship. This could feel like going down a rabbit hole because it’s not your area of expertise.

Creating a Strong Digital Presence

Along with print media, digital media has become increasingly popular. Now, with Google, social media and other online channels, these stakeholders can get information about you from multiple online touchpoints. What they see helps them make decisions about your business. This is why you need digital PR strategies. Thankfully, at Inspired Marketing, we offer a suite of digital marketing services that complement your PR, including Search Engine Optimization (SEO), content marketing, and social media marketing to help you manage and enhance your online presence.

Topnotch PR Services for B2B Tech Companies

You’ve seen how important PR is for your B2B tech business and how it can be overwhelming to handle it on your own. That’s where we come in. With our brand value, crisis management, content creation, traditional and social media PR strategies, we’re the only PR agency you’ll ever need.

Here’s How it’s Done.

Step 1: Identifying Opportunities

Our first step in the PR process is to create a list of key journalists and analysts. These are the media outlets we will be collaborating with to get the word out. Next, we will contact them for their editorial calendars and upcoming reports. After that, we’ll compile a pipeline of upcoming announcements. Then, we’ll review current opportunities and identify new options for awards and speaking submissions.

Step 2: Customizing a Strategy Together

We will work together with you to customize a PR strategy that works for your business. The strategy should be implemented for at least 3-6 months to obtain more accurate results. Some of the strategic services we provide are:

Crafting of announcements including funding, new product launch, partner, customer wins and more
Positioning and messaging
Distribution of announcements via a third party, i.e., Cision or Businesswire
Media and analyst relations
Content creation of thought leadership pieces, i.e. article, interview, blog and more speaking and awards submissions
Responding to journalist requests and topical issues
Raising profiles of key spokespersons through interviews, podcasts and speaking at events

Step 3: Preparing Topics and Submitting Proposals

Once we have an idea of the opportunities we are looking to take advantage of, we will start preparing topics and content (eg. blog post) for pitching, and submitting awards and speaking proposals. We will also identify rapid-fire media requests and immediately begin responding. Then, we will set up guest blogger profiles, identify, follow social media influencers and engage with them.

Step 4: Measuring KPIs and Optimizing for Effective PR Strategy

We continuously evaluate our efforts by examining the following parameters:

Measure page/site views
Google Analytics
Calculate cost of space – refer to publication media kit
Backlinks
Share of voice on social media platforms
Rank of publication, i.e. top trade publication is ranked higher than others
Relationships built with reporters means repeat requests.

These parameters will help us to tweak the places we should improve or try a different approach.

Staying Ahead of the Trends and Continuously Optimizing our Methods

As an agency, we are continually optimizing our methods to give your brand the boost it deserves. That’s why in addition to traditional media relations, social media, link building, content marketing and SEO strategy, we also offer paid advertising and influencer marketing in our digital PR package.

With this integrated approach to PR Services, we help our customers enhance public perception of their brand, drive traffic to their website and social media, and contribute to industry conversations.

So if you’re looking for an international team of experts who really understand PR and can help you build a positive public image for your brand – fast – then you’ve come to the right place!

Public Relations Services

Strategic PR Services for B2B Businesses

What is Public Relations (PR)?

Types of PR

Traditional PR

Digital PR

Why is PR so Important for your Business?

The Challenge of Creating Effective B2B PR Campaigns

Defining your Audience

Identifying the Right Channels

Finding the Right Spin

Cultivating Relationships with Media Experts and Influencers

Creating a Strong Digital Presence

Topnotch PR Services for B2B Tech Companies

Here’s How it’s Done.

Staying Ahead of the Trends and Continuously Optimizing our Methods

We Have Some Amazing Clients

Success Stories: Proof of Transformation

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