B2B (Business-to-Business) Public Relations

Public Relations October 25, 2025
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Introduction

Business-to-Business public relations requires specialized strategies and tactics that differ significantly from consumer-focused approaches, addressing complex sales cycles, multiple decision-makers, and relationship-driven business environments. This course provides comprehensive frameworks for developing B2B PR programs that build brand authority, generate qualified leads, and support sales objectives in professional and industrial markets. Participants will learn to craft compelling thought leadership content, navigate industry-specific media landscapes, and measure PR impact on business development outcomes. The curriculum emphasizes account-based marketing integration, sales enablement, and ROI-focused approaches that demonstrate the tangible business value of B2B public relations investments.

Objectives

Upon completion, participants will be able to:

  • Develop B2B PR strategies aligned with sales and marketing objectives
  • Create compelling thought leadership and industry content
  • Build relationships with trade, industry, and business media
  • Integrate PR with account-based marketing strategies
  • Measure B2B PR impact on lead generation and pipeline
  • Develop industry-specific media relations programs
  • Create sales enablement tools and PR-supported materials
  • Manage executive visibility and spokesperson programs
  • Navigate complex B2B buying cycles through PR
  • Demonstrate ROI of B2B PR programs to management

Target Audience

  • B2B PR and Communication Managers
  • Technology and SaaS Communication Professionals
  • Industrial and Manufacturing PR Specialists
  • Professional Services Marketing Staff
  • Agency B2B Account Teams
  • Content Marketing Managers
  • Demand Generation Specialists
  • Sales Enablement Professionals

Methodology

  • B2B case study analysis and development
  • Media relations simulation exercises
  • Content strategy development workshops
  • ROI calculation exercises
  • Sales enablement tool creation
  • Industry media mapping exercises
  • Peer review of B2B PR plans

Personal Impact

  • Enhanced B2B strategic planning capabilities
  • Improved content development and thought leadership skills
  • Stronger media relations and industry networking
  • Increased ability to demonstrate business impact
  • Better integration with sales and marketing functions
  • Enhanced analytical skills for B2B measurement

Organizational Impact

  • Increased brand authority and industry leadership
  • Higher quality lead generation and pipeline contribution
  • Shorter sales cycles and improved conversion rates
  • Stronger customer and partner relationships
  • Better competitive differentiation in B2B markets
  • Higher return on marketing and PR investments

Course Outline

B2B PR Foundations

Strategic Framework
  • Unique characteristics of B2B public relations
  • B2B vs. B2C PR differences and similarities
  • B2B buying cycles and decision-making processes
  • Integrating PR with marketing and sales
  • Industry and market segmentation strategies
Audience Understanding
  • Mapping B2B stakeholder audiences
  • Understanding industry influencers and decision-makers
  • Customer journey mapping for B2B
  • Account-based marketing integration

B2B Content Strategy

Thought Leadership
  • Developing thought leadership platforms
  • White paper and research report development
  • Case study creation and distribution
  • Byline article and op-ed development
  • Industry trend analysis and commentary
Content Distribution
  • Content amplification strategies
  • Repurposing content across channels
  • Sales enablement content development
  • Customer success story development

B2B Media Relations

Media Landscape
  • Trade, industry, and business media mapping
  • Building relationships with B2B journalists
  • Industry analyst relations management
  • Blogger and influencer relations
Media Outreach
  • B2B media pitching techniques
  • Product and solution announcement strategies
  • Award and recognition programs
  • Media tour planning and execution

Channel Strategy and Integration

Channel Selection
  • Industry event and conference strategies
  • Webinar and virtual event management
  • Social media for B2B audiences
  • Email marketing and PR integration
Sales Integration
  • Sales enablement through PR
  • Lead generation and nurturing support
  • Customer reference programs
  • Partner and channel communication

Measurement and Analytics

B2B Metrics
  • B2B PR measurement frameworks
  • Lead generation and pipeline impact
  • Marketing qualified lead attribution
  • Share of voice in industry conversations
  • Message penetration analysis
ROI Calculation
  • Calculating PR ROI in B2B contexts
  • Cost per lead and customer acquisition
  • Sales cycle acceleration measurement
  • Customer lifetime value impact

Specialized B2B Applications

Industry Specializations
  • Technology and SaaS PR strategies
  • Industrial and manufacturing PR
  • Professional services communication
  • Healthcare and life sciences PR
Program Management
  • B2B PR budget planning
  • Agency management for B2B programs
  • Global B2B PR coordination
  • Continuous improvement and optimization

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