I recently shared 6 Things I Wish I Knew When I Started My B2B Public Relations Career. But I wanted to take a closer look at my (sometimes painful) discoveries about media relations. Why? Simply put, nothing interests a client or galvanizes an account team more than plain old results.
Is your B2B public relations strategy global, local or someplace in between? An investment banking client once told me, “If a company doesn’t have a ‘China strategy’ then it has a going out of business strategy.” While I don’t think the same thing necessarily applies to all companies’ PR strategy, the logic got me thinking. The world is getting smaller and a company’s customer base, regardless of industry, most likely can be global. Which means, no matter the size of the company, their PR strategy should have global appeal.
20 years ago, I (like most entry level pros) learned the 5 Ps of Marketing: Product, Price, Place, Promotion and People. These, I was told, were the five marketing levers that satisfy customers and build market share.
Is there a difference between a thought leader and an issue owner?
I think so. Here’s my hypothesis: a thought leader makes a meaningful contribution in the discussion, analysis and furthering of an idea or topic in the world of public discourse. A thought leader is someone whose experience has led to knowledge, and knowledge to wisdom – and who has the confidence required to go out on a limb and state a case. Given our many years of work in B2B public relations, in most large firms only 5 or 10 percent of the professional staff has ability to become a thought leader – and yet these people are the firm’s make-or-break assets.
Modern professional services marketing did not really begin until 1977. Up to that time, “marketing” was what the male-dominated professions did on the golf course. But when an Arizona court decision allowed lawyers to advertise in 1977, it ushered a new era, which also coincided with the rapid growth of female professionals.
My family has spent a collective 100 years in B2B public relations. While my grandfather and father represent about 80 of those years, I’ve been around the industry about 20 years.