If You Don’t Tell Your Story, Someone Else Will.
That is sage advice in B2B communications. Ultimately, public relations is about owning the company’s story and building trust in it with your key audiences. This can take many forms, but it’s the practitioner’s job to set the critical interpretation of an organization, protect that reputation, and build relationships with its key stakeholders.
This is especially important in the B2B space, because you can’t necessarily rely on the channel to do it for you. Often, one of our clients’ biggest complaints is that their distributors/dealers are too transactional. Instead of being strategically aligned with the end customer, they are filling orders. They often can’t be counted on to build trust in your brand, especially if they’re a multi-line distributor.
Building relationships and trust is the heart of PR. It isn’t about “spinning” a message. This rings hollow and erodes trust. Instead, it’s about communicating the values of a company and showing how they are lived out in real, tangible action. This is how a reputation is built — when a company commits to “walk the talk” in all facets of its operations. When communication and action are aligned, a company’s story is credible and compelling.