As a PR professional, it may seem like a large enough task to target an already brand loyal consumer, or disrupt the conversation in a heavily competitive market. But what about when your client’s target customer is another business or organization? Business-to- business public relations focuses on earning measurable results in the form of marketing-qualified leads, new business opportunities and closed deals. Essentially, B2B public relations is about forming lasting relationships between businesses, far beyond any placement or metric.
Growing mid-sized businesses will eventually reach a fork in the road where they have to decide whether to integrate or continue outsourcing. The decision can be difficult. Vertical integration — when a company takes ownership of its supply chain — can give businesses greater control over costs, efficiency and product quality. But continuing to outsource portions of your supply chain allows you to focus on your core business while still relying on trusted business partners.