The Difference Between B2B vs. B2C Public Relations

A public relations specialist is often referred to as a jack- of- all- trades because when it comes to PR there are a wide variety of skills you master in order to be successful. Just like there are many different skills you must have as a PR specialist, you must also be well versed in the different areas of the industry.

When you think of public relations, the first thing that comes to mind is B2C PR whether you realize it or not. Although B2C is more commonly thought of, B2B PR is just as important. There are many differences between the two ranging from their goals to their influencers, but these differences can be boiled down to who the audience is and how they are targeted.

Essentially all sectors in PR benefit from B2B and B2C PR whether its lifestyle, health, food or tech. So, what’s the difference?

Business to Business

  • Targets specific business audience
  • Emphasizes building trust & credibility within a brand
  • Focuses on selling products between two businesses
  • Sells the business

Business to Consumer

  • Targets general public
  • Promotes a product or service
  • Creates strong brand awareness
  • Sells a product

So why is B2B PR just as important as B2C, if not more? B2B is extremely relationship driven. It focuses on building your brand’s credibility and enhancing your company’s reputation with potential business partners and investors. B2B also aims to position your company uniquely and add value to your brand. Without it, it’s easy for your company to get lost in a sea of competitors.

B2C PR uses emotion to convince consumers they need a product. Consumers are driven by trends, price and desire. On the other hand, businesses are driven by profitability and decreasing costs. B2B PR focuses on providing substantial content and educating their audience to help them make an informed purchasing decision.

Regardless of their differences, their underlying need for PR is the same.

By Salma Hegab

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