Paul Nolan, chief operations officer at PR agency CC Group: “I get annoyed by the notion that B2B PR is focused on the reasonable and the rational. That B2B engagement is transactional and fact-based – or at least a certain version of the facts. Tied to this misconception is the fact that only B2C PR appeals to the emotions in a way that drives sales for organisations. What I learned long ago is that B2B decision makers are consumers too. Emotional factors like trust, reputation, and the value of relationships play significant roles in B2B buying decisions. So B2B PR can stir emotions and drive sales in exactly the same way as B2C. I accept that the B2B sales cycle is less impulsive and more consensus driven. But this just means that you need to influence more people in a wider variety of ways to drive more emotional connections. This fundamental truth is a key catalyst for B2B agencies becoming more integrated with digital marketing services. It fulfils the basic need to have consistent messaging and positioning across all marketing channels – not just traditional B2B media relations.”

Jasmine Caine, senior account director at PR firm Rewired PR: “Many budding PR professionals can often see the world of B2B as dry but we believe there is an exciting opportunity to produce tailored and creative content that generates the same buzz as B2C PR. The challenge of communicating niche products and services to a specialised audience demands an imaginative approach. Yes, the work can involve a lot of research, technical writing and market knowledge. But the key to great B2B PR is to use storytelling to impress readers, by finding the newsworthy angles that enable their brand and services to stand out from competitors. A successful PR campaign will build meaningful connections, drive engagement and ultimately deliver value to an expert audience. It’s about crafting a compelling narrative that makes technical content more relatable, to build credibility among prospective audiences.”

James Crawford, managing director at PR Agency One:“While some of our consumer team might think of B2B PR as ‘boring to boring’ it actually demands a higher level of strategic thinking. Whenever I hear the consumer PR team say that my eyes roll. Consumer PRs might excel at snappy pitches, but it’s B2B pros who thrive when tasked with crafting a 1,000 word thought leadership piece for a C-suite audience. Understanding complex business challenges and translating them into clear, insightful content requires analytical skills and sharp intelligence. Writing for a FTSE 100 managing director and receiving no amends? That’s as much of a buzz as getting national coverage for a consumer PR story.”

Charissa Redfern, B2B and corporate business director at PR firm Tangerine: "A common misconception is that B2B PR has to be serious and slow-moving. It's true to say that B2B audiences are buying differently from consumers. The products and services we're talking about require more consideration, multiple stakeholders and big budgets. However, capturing and holding attention requires agility and quick thinking. We need to remember that B2B audiences are just as plugged into fast-moving media and social trends as anyone else. Creative, reactive and newsjacking doesn't just provide an opportunity for consumer brands, it's perfect for B2B brands to tap into culturally relevant moments and make a real impact. Never forget you've got a great opportunity with B2B PR to be quick and relevant to capture attention."

Katie Chodosh, head of media relations at Definition: “Consumer PR and B2B PR rules are not mutually exclusive because we’re all trying to reach the same audience – real people. People with shared experiences, emotions, and concerns are at the heart of every business. This was confirmed by an FT reporter telling me that stories that include a celebrity name often perform the best - because people reading the FT are ordinary people interested in issues outside of their job, like celebrity culture! It's usually about bridging the gap between B2B stories and universal issues to humanise the narrative. Effective PR in a B2B context is about crafting stories that matter to real people—because it's people who drive businesses forward.”

Jenny Mowat, CEO at PR firm Babel: “B2B PR gives you the opportunity to raise awareness amongst a huge audience and this is important for a brand's overall marketing strategy. With 95% of buyers, or thereabouts, out of market in any given quarter, PRs job is to raise awareness of the brand to those who aren't in the market. That isn't ready to buy. That needs to be made aware of a brand and why they should consider it.”

Kate Baldwin, founder and managing director at PR firm The Flywheelers : “One of the biggest misconceptions in B2B PR is that it just drives top-of-funnel awareness. This is often reflected in the ways clients look to measure success, for example through coverage volume or share of voice. However, strategic PR programmes should consider how different coverage supports different stages of the B2B marketing funnel. For example, thinking about the AIDA model, thought leadership focusing on the pain points of the company’s Ideal Customer Persona can be key in driving ‘Interest’. Indeed, independent media publishers were the joint top resource with Google where global technology buyers spend a significant amount when researching technology solutions. Third-party testimonials are also key to moving prospective customers through the funnels towards ‘desire’ and ‘action’, which shows the importance of customer storytelling. It’s important as agencies that we can help our clients overcome this misconception around B2B PR, in turn educating marketing and sales teams at which stages in the process different types of coverage can be most influential.”