What's Awaiting PR: The Most Important Trends in B2B PR
Like many other areas, PR is constantly evolving—especially B2B PR. New trends continuously emerge, which should be utilized to stay relevant with your target audience. Here, we summarize the trends currently influencing the PR industry:
Authenticity and Transparency
Prospective clients are increasingly skeptical of PR tactics that seem contrived or manipulative. In response, B2B companies must place greater emphasis on authenticity and transparency in their PR efforts, focusing on building genuine relationships with their audience rather than just promoting their products or services. Especially in times when PR budgets are under pressure and sometimes even below previous years' levels, campaigns need to be more effective. Storytelling plays a crucial role here and should not be overlooked.
Increased Use of Influencers
Influencer marketing is becoming increasingly popular for B2B companies to reach new audiences and build trust with existing customers. In 2023, more B2B companies may collaborate with social media influencers who have a significant following in their industry to boost their visibility and credibility.
This trend also benefits from the growing number of B2B and corporate influencers, making influencer PR increasingly interesting and profitable for the B2B world.
Focus on Thought Leadership
B2B companies often offer complex products or services. Establishing themselves as thought leaders in their industry can be a very effective promotional measure, increasing credibility and trust among potential customers. Therefore, B2B companies should increasingly invest in thought leadership programs, such as publishing research reports or hosting webinars. This allows them to showcase their expertise, provide real value, and remain top of mind with potential clients.
Visual Content
As social media platforms continue to prioritize visual content, B2B companies must also invest more in creating eye-catching visuals for their PR efforts. Otherwise, their brand will attract less attention as boring, irrelevant, or overly promotional content gets lost in the constant stream of new content from all users. The focus should always be on creating content that is easily shareable across social media and other online platforms.
Greater Use of Data and Analytics
With more data available than ever before, B2B companies can increasingly rely on data and analytics to support their PR strategies. It is now possible to measure the efficiency and success of PR activities in detail and draw conclusions about the current strategy. PR reporting tools like aclipp are especially helpful in this regard. These tools provide detailed and individualized insights into areas for improvement and how to elevate PR efforts to the next level.
Overall, many changes await the PR industry, which PR professionals should not miss to avoid being outpaced by the competition. PR, like marketing, must become significantly more authentic, approachable, and personal. New trends, such as B2B influencers or optimizing content specifically for online and social media platforms, should always be considered for one's own business.
Sarah Amler
Digital Process & Marketing Manager
Sarah was responsible for performance marketing, social media activities and digital onboarding in our software at aclipp.