SimpaticoPR

B2B companies seeking to understand what digital PR is and how they might use it to support their marketing and general PR efforts should feel ok about being confused by the subject. A quick search using the term digital PR agency will dredge up a mountain of digital PR content on the subject. The vast majority of this so called guidance is dull, list-based blogging stating the obvious and sharing nothing much of use. As such it represents the bloated underbelly of digital PR. Digital PR originated with link building - as Google's link usage rules changed about a decade ago, the idea of creating large volumes of content that passed as genuine editorial that could create more legitimate back links to a company, gained ground. This was still essentially link building. In recent years however, digital PR became more distinct from SEO in that genuine coverage in the media and increasingly high-quality content became a focus.. If you are prepared to ignore the fact that many digital PR ...

Change is constant in advertising technology. Businesses that don’t keep pace with key innovations fizzle out and the battle for share of voice in the trade media is constant. If you do not have an active adtech PR programme that gives your particular proposition visibility and positions your team as leading thinkers, your forward momentum could slow. Because many trade media will not cover news issued by adtech vendors, unless it has market significance (such as M&A activity), adtech PR tends to revolve around B2B thought-leadership. There is a constant demand for commentary on live adtech news and for in-depth perspectives too, but there is also a long queue of industry figures ready to supply their points of view. And for good reason as adtech PR is a vital ingredient in the B2B marketing mix that can drive business development. Here’s a fast guide to organising your adtech PR efforts to drive business growth: • Think through your business objectives and how PR can support them...

 The last year or so has seen many businesses temporarily pause their B2B PR out-reach as they sought to cope with the pandemic.  Many companies are now ramping up their PR and marketing efforts, recognizing that the world of business has not stood still, in fact change has accelerated. Almost every sector of business you look at is energised with new innovations, changing operating models, digital transformation and new approaches to managing human talent. Amidst all this change, the big B2B PR challenge is ensuring your business achieves not just visibility amongst all the other voices but recognition and understanding by your target audience – customers, prospects, team, prospective team, business partners. So, as we approach 2022, it’s worth taking a step back and looking at how to achieve a successful B2B PR programme.  Here are ten quick thoughts that provide a framework for an effective B2B PR programme. B2B PR objectives The very first question you should be aske...

              There is something special about agencies. It doesn't matter if it is a PR agency, advertising agency, design innovation hot shop, digital media agency or an agency with deep expertise customer experience marketing and data, agencies are a particular type of business with unique qualities. They exist to do things that clients can’t. Whether that’s a start-up company or a massive corporation or a public organisation, the point of an agency is to contribute specialist expertise and deliver work a business or organisation is not equipped to achieve on their own. Sometimes this is because it’s more efficient to have certain external resource, but in many cases it’s is because an objective external point of view and a more agile working structure, delivers better results. Certainly, in the sphere of PR, agencies are there to contribute fresh ideas and an independent perspective on business or communications challenges. But what’s it like worki...

Boris Johnson’s almost casual suggestion that we face another six months of Covid restrictions, felt like another hand grenade tossed at the business community. Whatever you feel about the management of the pandemic and whether the Government does or doesn’t have a strategy, at least a roadmap of sorts is emerging against which businesses can plan. The next six months will be a psychological battle of confidence for business leadership as much as taking the practical steps needed to ensure their companies thrive in the world beyond the pandemic. Covid represents a period of intense change and challenges from a management point of view. But change in business practice, planning, people’s behaviour, attitudes, politics and of course the environment was already endemic. It’s been said that the crisis is accentuating or accelerating trends that were already underway – working flexibility being the most dramatic example right now. It’s also true of b2b PR and marketing. So, since we have si...

Public relations is difficult to define, difficult to measure, difficult to do. But PR changes minds, changes politics and societies and makes history. It is all about us every day. While PR essentially operates behind the scenes presenting events, ideas and arguments, making personal connections, leveraging trends and commissioning research, the outcomes are there in front of us every day. The impact of PR is not just what we see and hear in the news, in entertainment media, TV documentaries, podcasts and social content. Its influence trickles down to change or start cultural and societal trends and up-ward to influence governments and other public and commercial organisations. Of course, in a very big way, business-to-business PR (b2b PR) influences commercial decision-making and performance. It’s little wonder that PR has been one of the fastest growth areas of marketing over the last ten years or so and that trend is set to continue. The number of  B2B PR agencies  has exp...