Using PR to push your B2B messages

Using PR to push
your B2B messages
© 2010 Matizmo Ltd.

Introduction
PR, Public Relations, is a broad church.

Introduction
Essentially, it is about managing
your company’s external
image by inﬂuencing the media’s
coverage of it.

Introduction
Essentially, it is about managing
your company’s external
image by inﬂuencing the media’s
coverage of it.
PR represents a
great opportunity for
B2B tech companies.

Introduction
As well as the traditional trade press, the online sphere oﬀers
many opportunities to inﬂuence and direct
conversation towards positive representations of your
company, products and services.

Introduction
As well as the traditional trade press, the online sphere offers
many opportunities to influence and direct
conversation towards positive representations of your
company, products and services.
Taking lessons from what has worked well for B2C companies,
how can B2B tech companies use this route to further their
image and profile?

Before you can communicate to them, you need to get to
know the key voices in your sector.
Find your
prospective audience.

Before you can communicate to them, you need to get to
know the key voices in your sector.
Find your
Signing up to Google news alerts will help, as will
searching all the national and trade press for key words pertinent
to your company and identifying the writer.

You can start your own list of interested
journalists and inﬂuencers.
Find your

Find your
• Don’t forget to ﬁnd out who the key bloggers are.

Find your
• Don’t forget to ﬁnd out who the key bloggers are.
• They can be incredibly useful to B2B tech companies.

If you simply started
bombarding a list of
names with messages
you are unlikely to get
anywhere fast.
Get to
know them.

If you simply started
bombarding a list of
names with messages
you are unlikely to get
anywhere fast.
Get to
know them.
The easiest way to
get to know them,
their interests and
specialisms is to
phone them.

Call them, introduce yourself, say you have seen they
article they wrote on “X, Y or Z” and pro-actively
ask for their email address so you can keep them
up to date with your company news.
Get to
know them.

OK, you’ve found the bloggers and journalists interested
in your sector, you’ve introduced yourself to them via
phone or email, now you want to utilise your new
contact and get some positive messages out into
the media sphere about your company.
Get to
know them.

Get to
know them.
This is best done via a press release.

Get to
know them.
A press release is a short
informational document
that the press use to
inform their writing.

Get to
know them.
A press release is a short
informational document
that the press use to
inform their writing.
In order for it to stand out
from the crowd, it needs to
have something that makes
it newsworthy.

Journalists want something new, they also want an angle
that hasn’t been over used.
Find a hook
for your story.

Journalists want something new, they also want an angle
that hasn’t been over used.
Find a hook
for your story.
A hook for a B2B tech company would be something like a new
product launch, an innovation in the marketplace,
evidence your product or service works better than
anyone else or an award win.

Limit your press release to one message
and keep it under one page.
Less is
more.

Less is
more.
Journalists receive hundreds of these a day.

Less is
more.
They want to know at ﬁrst glance what
it is and whether it is worth covering.
Journalists receive hundreds of these a day.

As with sales, the one size ﬁts all
approach does not work.
Personalise it.

As with sales, the one size ﬁts all
approach does not work.
Personalise it.
Craft a standard press release, then tailor
it to the people you wish to target.

This followed up by a phone
call will have a far greater
eﬀect than one press release
going to a BCCed list.
Personalise it.

Personalise it.
The most eﬀective
communication campaigns
are those that have
been tailored.

Personalise it.
It is clear to the recipient that great care has been
taken to contact them.
The most eﬀective
communication campaigns
are those that have
been tailored.

Summary
Feeding stories into the press and online is not as
easy as it looks.

Summary
Feeding stories into the press and online is not as
easy as it looks.
By becoming a key inﬂuencer or thought-leader yourself it is more
likely that your company’s press releases will have a
kudos attached that ordinarily would not have been there.

Summary
Trade publications,
bloggers, journalists
have space to ﬁll.

Summary
Trade publications,
bloggers, journalists
have space to fill.
Find something
noteworthy to fill it
and you will reap
the benefit of it.

Matizmo Ltd
Call: +44 (0) 1285 643180
Visit: www.matizmo.co.uk
Email: info@matizmo.co.uk
6–8 Dyer Street
Cirencester
Gloucestershire
GL7 2PF

Using PR to push your B2B messages

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