Prohibition’s B2B PR Team
Through data driven insight, knowledge of household brands and a proven lead generation model, Prohibition delivers real business results for leading B2B businesses all across the UK.
Our award-winning business-to-business team tailors its approach to a company’s specific business requirements. Taking industry leading insight from across sectors, Prohibition B2B is experienced in delivering powerful communications that engage businesses through creative and strategic campaigns.
Prohibition B2B will work with you to drive best practice so that together we can secure real business results.
In 2019 along with eight other awards Prohibition won the CIPR’s award for Best Corporate and Business-to-business Campaign – so you know you are in safe hands.
Prohibition’s B2B process
Create – we deliver powerful business communication through data driven insight
Engage – we engage a business audience through creative and strategic campaigns
Convert – our work drives best practice and secures tangible commercial results
Our B2B Packages
- B2B Benchmarking: An in-depth listening package offering valuable insight into a company’s share of voice, brand position, competitor activity, social presence and upcoming industry trends.
- Corporate Visibility Programme: A strategic training programme designed to upskill key team members and position them as industry thought leaders.
- B2B Lead Gen Campaign: A campaign package designed to deliver leads for businesses via strategic and innovative content marketing activity, including paid social.
- Corporate Video: From brand videos and events to leadership interviews and value added content, we can work with you to plan, filming and edit slick business-to-business video content that will capture your audience’s attention.
- Crisis Management 101: A series of packages offering bespoke reputation management for businesses, including issues management, strategy planning, crisis ‘war room’ set up and management, issues tracking and media training.
What is B2B PR?
Business to Business Public Relations (B2B PR) is a PR specialism that helps organisations sell their products and services to other companies.
B2B PR is composed of three key elements: building brands, generating demand and digital communication. B2B PR aims to increase audience engagement, trust, interaction and sales through creative content that can be used in various channels including earned and paid advertising, social media, and websites. Furthermore, through link building and a social media presence, B2B PR will improve your SEO, brand awareness, and interaction online.
B2B vs B2C PR– What’s the Difference?
Even though business-to-business (B2B) public relations and business-to-consumer (B2C) public relations are closely related, their differences can be seen in who the target audience is and how it reaches that audience.
B2B PR focuses on targeting a corporate market and selling products between two organisations, while B2C PR focuses on marketing and delivering a product directly to the general public. It’s important to know what drives your target audience to buy products.
Business customers are motivated to purchase products that will be profitable, competitive and effective in their businesses. Market buyers purchase based on rank, expectation or price linked emotions.
B2B public relations is incredibly relationship-driven, focusing on keeping communications, and educating buyers on how their product will add value to their business. Building trust and partnerships is more critical for B2B public relations than building brand awareness. B2C public relations, on the other hand, focuses on building brand awareness because its consumers are motivated by style, status and prestige.
In simple terms, the difference between B2B and B2C PR comes down to what drives your audience to buy and how you reach that demographic. Companies make buying decisions based on improved competitiveness, cost reductions and efficiency enhancements. B2B PR campaigns therefore need content and resources that provide consumers with what they need to make rational purchasing decisions. B2C PR campaigns need to focus on building strong awareness of the brand. Consumers make buying decisions based on status, security and quality.
Key Components of a B2B PR Strategy
A strategy for B2B PR is a critical piece of a holistic marketing programme. PR can be a powerful lead generation, credibility and awareness tool for companies when carefully planned and perfectly executed.
Businesses are information-savvy and research-oriented when reviewing their businesses and making purchasing decisions. That means companies targeting them must reach prospects on a variety of channels that shape these purchasing decisions, including trade press releases, social media channels, review websites, and other third-party sources such as blogs or niche online forums for specific products. This calls for a strategic, multi-pronged public relations approach.
Fundamentals of a B2B PR Strategy
Businesses need to build a strong foundation for success in PR. It is risky to blindly pitch to reporters and comment on news stories without a solid plan and a clear strategy. It is best to concentrate on defining these essential components of a B2B comms strategy:
- Buyer Personas: B2B purchasing decisions involve considerably more than most consumer purchases. We often need bigger budgets and advanced technology or facilities. Buyer personas help companies to understand their target audiences better and to build a PR programme that responds to their desires, pain points and many interests.
- Messaging: For each target audience, tailor your messages and highlight the most compelling product or service benefits and its unique selling points. Consider your buyer personas and each audience’s specific challenges in creating content and PR campaigns that have the maximum impact.
- Competitive Analysis: Take the time to understand the rival’s strengths and weaknesses. To better inform your B2B PR plan, evaluate their media coverage, target audiences and marketing campaigns. Try and find holes that you can build on with your own strategy.
- Thought Leaders and Subject Matter Experts: Your staff is among your most precious PR assets. Sales, account and product teams are well versed in market trends, specific problems for clients and differentiators for companies. These experts can provide fodder such as blog posts for media pitches, interviews, and content on corporate websites.
- Data and Statistics: A steady stream of newsworthy corporate updates is fantastic, but most businesses need to create their news to attract attention regularly. A great way to do that is through statistics and sector data. Statistics and analytics from reputable sources like the ONS or the Federation of Small Businesses add credibility to news articles and marketing pitches. Go even further by using internal data sources or a supplier of data analysis to perform original research studies that attract media coverage and leads to websites. Establish key metrics to show campaign success concerning overall PR targets as you develop this framework. Key metrics must be clear and measurable, such as website traffic, conversion rates on PR landing pages or conversations and perceptions on topics you have got discussed on social. Monitor and track your progress regularly against your goals to find out what works and any areas for improvement.
The Benefits of Appointing a PR Company Include:
- No recruitment fees – the PR team is already in place.
- Immediate performance – no interviewing, inducting, learning the ropes.
- Greater value for money – access to a team of senior PR people that you couldn’t afford to employ on a full-time basis.
- 24/7 availability – no holiday downtime.
- The benefit of distance – PR firms can see the wood from the trees and can provide impartial, objective advice.
- All the writing expertise plus implementation and delivery skills are readily accessible.
- PR Agencies have an established and robust network of press contacts which they can open up to you – why start the process from scratch?
Prohibition’s Integrated PR Approach
Integrated PR can mean different things to different people. To Prohibition integrated PR is what our strategy work unique. We use a multi-channel approach that widens the reach of our clients and helps their budget go further, because each channel we choose reflects the same vital brand values, ethos and proposition. This does not necessarily mean repetition, but it does mean unity, cohesion and clarification as well as the absence of dispute, disagreement and ambiguity. Read more here on why PR needs to fit in with an overall communication strategy.
What can Prohibition’s B2B PR strategy contribute to your business growth?
An accountable, effective and provocative strategy is deliberately designed to enable businesses to achieve their short, mid and long-term goals towards established KPIs.
We can be called upon to help you achieve any number of outcomes:
- improved stakeholder insight
- meaningful corporate messaging
- re-energised subsidiaries
- clearer internal & external communication
- invigorated sales teams
- improved media visibility for goods and services
- thought leadership
- integrated communications
- enhanced budget utilisation
Prohibition’s approach is tailored to each client, so we will create a smart, practical and timely solution for whatever outcome a client requires.
Prohibition B2B PR Services
We have proven record of B2B PR promoting initiatives across all major industry sectors, with businesses ranging from innovative’ fast growth’ start-ups to FT-SE 100 firms.
We focus on supporting the strategic priorities of our clients that positively impact their bottom line, ensuring that we produce a tangible return on investment.
Our approach to B2B PR puts the impact of your online credibility first and looks at the relation between reputation and ROI.
The public relations strategies for B2B use a variety of tactics to connect and reinforce the message, bringing customers to the websites of the companies where they can make informed purchase decisions.
However, don’t just take our word for it, we are partnering with some of the biggest brands in the UK, including Huthwaite International, Northumbria University and the Watches of Switzerland Group.
B2B PR Consultancy and Content
Our services include brand and reputation building consulting, IPOs and M&A, crisis management, brand activations, product launches, employee engagement, panel discussions, conferences and multimedia seminars, strategies for thought leadership and media relations.
Our content is strategically designed to engage and build long-term customer relationships, to transform PR campaigns into actual lead generators.
Our in-house team includes seasoned former journalists and PR professionals who have direct experience working within the industries in which we operate.
We are specialised in delivering strategies that not only fuel media interaction but also achieve real cut-throughs with advertisers, analysts, customers, industry influencers and trading bodies.
Turbo-Charge your SEO with smart B2B PR
If your website is invisible, then your potential customers and stakeholders can’t find you.
Websites are invisible if they are not on page one of Google for their preferred keywords. You can challenge your B2B PR company to rectify this situation. When you spend time and energy in populating, updating, and reacting to the demands of forums, micro-blogs, and social media, it makes absolute sense that you incorporate all of your platforms and use every piece of collateral to optimise your site –so it becomes both accessible and findable!
In 2020, making sure your website hits the mark is more important than ever to keep your position on the search engine results page. Remember, if you don’t invest in your SEO, and your competitors do, you’re going to lose your ranking bit by bit. We will advise on how you are doing and how in the next 12 months, so you can boost your results.
B2B Lead Generation
A core element of Prohibition PR’s offering is the use of PR for lead generation.
Classically PR was used to generate leads by creating awareness of an opportunity or using thought leadership to highlight prospects or approaches to well-known business issues.
Another way to build online awareness in search engines is by using B2B PR. We use digital PR and SEO techniques to target the most authoritative sites that can provide the search engines with the signals they need to recognise your business’ skills and abilities, enhancing the visibility of an organisation for commercially relevant search terms. To increase search visibility, we use the latest online marketing software to ensure that your B2B PR campaign earns the maximum amount of links in our press coverage. All our consultants are qualified in Google Analytics and can attribute these findings to targets and telephone calls for website traffic and page visits.
Reputation Measurement for B2B
We have a world-class reputation monitoring team that develops tailored research methodology to benchmark and track its credibility for you and your business. Reputation is a dynamic and intangible phenomenon to be evaluated, but in collaboration with leading scholars and industry experts, we have developed a methodology.
All our assessments are based on the AMEC system, and we go beyond its minimum requirements, to provide all communications departments and the c-suite with a comprehensive and well-rounded level of insight. Want to find out more about our B2B PR strategy? Call us on 0113 430 4160.
Prohibition B2B PR Specialist Sector Knowledge
Prohibition PR has specialist B2B PR knowledge of several sectors, including:
Technology providers share many growing problems that go beyond trying to communicate to consumers the advantages of their solution. A successful PR company for B2B software is a must to prevent the age-old mistakes that so many technology companies face.
Known as the Fourth Industrial Revolution, technology impacts industries and economies as a whole and changes how we live, function and interact. Yet why is it with this enormous effect that many proposals for B2B technology fall by the wayside?
A staggering array of new technologies are driving the world from artificial intelligence to driverless cars and implants that help blind people see. Nevertheless, so many technology innovations die because they run out of funding, before acquiring enough customers to break even, or because competitors reach parity of features before a brand has gone on. Marketing is an essential tool for establishing and safeguarding a market position before the competitors strike. An important first step is to hire the right PR Agency.
Prohibition’s award-winning B2B technology team is trusted by global brands and digital start-ups with product releases, profile raising, brand awareness, and support with investor funding.
Our experience spans over everything from hardware to cutting-edge augmented reality systems, cloud computing and digital learning.
Our media relations team works with companies to raise their profile in trade, lifestyle, and national media, which has a voracious appetite for new products, and new thinking.
The public sector is facing challenging times. Budgetary pressures and a growing demand for financial transparency, combined with changing public service demands, require new strategies and new solutions.
Now, getting your message right is more critical than ever. Organisations in the public sector need to demonstrate responsibility, openness and, above all, effectiveness.
Organisations need to communicate with their stakeholders and society, and your image needs to be protected and handled.
We understand communications in the public sector, and we know how to help you communicate better at a lower cost, and we have the expertise you need to get results.
Communications are at the heart of the modern public sector, so we provide a full-service PR package that can help protect your reputation, build your online presence, and harness the power of social media to reach your audience.
We will build innovative strategies through digital and traditional media which can market the initiatives in a positive way.
Through a crisis, we will help you and protect your integrity. We can even predict where your potential risks are going to be and help protect you against them.
We understand what it takes to lift your profile and give you greater visibility, whether you are a law firm, an accounting firm, or company consultants. Our team of dedicated qualified PR professionals will help.
Our results-focused experts come from a variety of backgrounds including the study of digital and conventional marketing, business and consumer communications, media relations, research and credibility.
The blend of in-house experience ensures that our clients benefit from strategic thinking alongside practical business advice that is provided transparently and collaboratively.
We build strong working relationships that allow us to evaluate your company from its exposure online to the marketplace value of your credibility.
We have strong relationships with the sector’s most influential media contacts. We have gained journalists appreciation for our knowledge of technological and complex issues, and our ability to deliver timely newsworthy content.
We understand how to optimise your credibility and create leads across digital platforms, and social sites like LinkedIn and Twitter alongside our award-winning media relations work.
We go beyond the brief to deliver results for some of the leading manufacturing, building and technology brands in the UK, ranging from FTSE-listed companies to private businesses.
The PR expertise in infrastructure includes automation, robotics, electrical, engineering and manufacturing, electricity and services, and manufacturing, including the food and beverage industry.
Engineering and Manufacturing
The industrial and manufacturing industry is a crucial driver of the world economy, contributing more than any other sector for 10 per cent of GDP and half of the exports in the UK alone. Our PR team from Engineering is here to keep business at the forefront and move it forward.
Whether businesses need support to build brand awareness or generate leadership through media relations and thought leadership, Prohibition consultants are specialists in rapid growth positioning businesses.
Our customers benefit from the support of an award-winning engineering PR agency which has a proven track to get right to the core of your business strategy.
They focus on complex technical principles and issues relating to industry to create compelling storeys that have the same impact on national press and broadcasters as they do on commercial media.
Our education PR team has many years of experience and has delivered award-winning campaigns for schools, academies, colleges, universities and organisations that help in serving the education sector.
We have been involved in the launch of new universities, supporting the development of the workplace, promoting professional training and providing CSR education and skills campaigns for large corporate companies.
Our experience of putting the digital and education markets together has made Prohibition the go-to organisation for creative companies in the sector of education.
The marketplace’s stakeholders are diverse and can range for government, universities, exam boards, legislators, suppliers and students.
All of these audiences are relevant, but they need to treat individual and carefully tailored messages with care.
No matter how big or small, Prohibition has the expertise and knowledge to manage the initiative or mission.
We run a hard-working press office that builds your image through the right publications in a targeted manner and places your name before budget holders and decision-makers.
They also produce robust strategic leadership reports that place the company at the forefront of meaningful discussions and in front of the sector’s policymakers, educational industry organisations, teachers, parents, students, and investors.
Their coverage on thought leadership also helps the lead generation by offering smart material for email marketing campaigns, roundtable conferences, blogs and podcasts.
In addition to our substantial experience in managing PR and marketing in the education sector, we are bringing new thinking based on the latest developments in digital analytics, online marketing and social media.
With parents and students having more access to information, managing your image online is essential to any company that communicates with the education sector even before.
Prohibition has years of experience in PR design and the built environment, with a track record in the real estate and development sectors.
We help clients gain planning permission for new developments and win local community hearts and minds for residential, retail, business, office, landfill, and industrial sites.
If your development is confronted with a challenge from local campaigners and stakeholders, we can help.
We also partner with suppliers and distributors to the industry, offering the highest-profile with some of the biggest names in construction to their building products, materials, and other goods and services.
We provide senior strategic council by making PR relevant to the c-suite and help shape marketing strategies.
Prohibition’s in-depth knowledge of healthcare PR makes us the perfect partner for businesses looking to meet the key customers, influencers and decision-makers, and build awareness of their goods.
We help companies create market share, develop entirely new categories of goods or simply support existing services with award-winning PR.
We are bringing together key industry influencers from politicians to physicians, programme managers, patient advocacy groups and caregivers to discuss some of the day’s most significant health concerns.
Through creativity, research and thought leadership, we allow clients to be central to the big debates, highlight challenges and offer recommendations for change. We have set the news agenda and are not running from a challenge.
Whether it’s for a conference or show, Parliamentary reception, media briefing, round table discussion or sales-focused meeting, our healthcare PR efforts are always responsive to the industry’s needs.
In this diverse industry, we ensure the voices of our clients are heard by developing promotions that raise awareness, boost sales or encourage an audience to get behind a cause. These multidimensional strategies provide a combination of reputation, brand and online visibility to maximise our clients’ returns.
Our wide contribution ranges from data analytics and market research to PR and digital marketing.
Social media management, paid social services, events, media relations, brand campaigns, experiential management, branding, and crisis management are handled with the care and attention they deserve for our healthcare clients.
Charity PR is vital because having a compelling story to reach your audience will make a world of difference for your cause in a world that is inundated with noisy and complicated messages.
It can shine a light on the problems affecting the lives of the people. It can organise fundraising support and spread the word beyond your supporters. And it opens doors for policymakers who can make a lasting change.
We have decades of experience developing informative media campaigns that win airtime on Sky News and BBC Breakfast, catch the tabloid headlines, and then get people talking on social media.
Charity PR will help you reach people and let them see how their contributions and efforts will bring about lasting change.
You will rejuvenate your message by having the support of a team of charity PR specialists, giving you access to a new audience and boost the in-house campaign and lobbying teams.
At Prohibition, we agree that both digital marketing and conventional PR strategies need to be adopted by active PR for charities.
We will work with you to create social media campaigns that will bring your audience closer to you. We’ll help you create forums and ads on Twitter that positively express your message to the media.
We will create and maintain your SEO plan, creating content to keep users coming back to your site and discovering it. We are going to build ties and make sure you are a prominent voice in your city.
We will monitor and protect your image, online and offline, as well as raise awareness about your charity and your campaigns.
The innovative credibility tracker helps us to quantify and monitor non-profit organisations’ reputation within their main audience groups. This allows organisations to see their current reputation, compare it with that of their competitors, and track the impact of PR campaigns, as well as other events or issues.
Our crisis team will identify potential threats to your non-profit organisation and put in place a proactive plan to counter any negative media coverage that might cause your company to suffer long-term damage.
We also provide managers and members with trustworthy guidance–helping charitable organisations make the necessary improvements to fix places where trust is lowest.