Public relations, or PR, is all about how companies tell their story and connect with their audience. But depending on who you’re talking to, either other businesses or individual customers, the approach can be very different. This is where B2B (business-to-business) and B2C (business-to-consumer) PR come in.
What Is B2B PR?
B2B PR focuses on building relationships between companies. Instead of speaking directly to consumers, it’s about reaching people like executives, managers, or industry experts who make purchasing decisions for their organizations.
For example, take Salesforce, a company that sells software to other businesses. Their PR campaigns often highlight how their products help companies work smarter or save money. They share detailed case studies, like how Coca-Cola uses their software to improve marketing, and arrange interviews with industry analysts. This kind of content helps other businesses understand the real value of what Salesforce offers.
B2B PR agencies specialize in this kind of messaging. They focus on clear, data-backed stories that prove how a product or service solves real business problems. Typical tactics include creating white papers, organizing conferences, and securing interviews in trade publications like InformationWeek or CIO Dive.
Common B2B PR Strategies
To give you a better idea, here are some common things B2B PR agencies do:
- Share expert insights through interviews and articles.
- Publish case studies showing how their clients’ products helped other businesses.
- Build relationships with industry analysts who influence buyers.
- Organize webinars and events where potential customers can learn more.
- Get coverage in trade magazines read by professionals in the field.
What Is B2C PR?
On the other hand, B2C PR is about connecting with everyday people. The goal is to make products feel relatable and exciting on a personal level. Whether it’s a new fitness tracker, a smartphone, or a gaming console, B2C PR is designed to inspire consumers to care and take action. B2C agencies often work with influencers, lifestyle media, and run fun events that create buzz and emotional connection. Their language is more casual and focused on how a product fits into daily life.
Look at Apple’s “Shot on iPhone” campaign. Instead of just listing high tech features, Apple featured real people’s photos and videos captured on their phones. Their PR team shared these stories widely, on billboards, social media, and magazines, making people feel like the iPhone is a creative tool for anyone, not just a piece of technology.
B2B vs B2C Tech PR: How Are They Different?
The tech world is a great place to see these differences clearly.
- Audience: B2B tech PR targets professionals like IT managers and executives. B2C tech PR talks to regular consumers who might be buying the latest smartphone or a new gaming console.
- Messaging: B2B messaging focuses on things like security, cost savings, and how technology integrates with existing systems. B2C messaging emphasizes ease of use, design, and the lifestyle benefits of the product.
- Channels: B2B PR relies on trade journals, industry conferences, and analyst briefings. B2C PR uses social media, influencers, and mass media.
- Decision process: Buying decisions in B2B often take time and involve several people. B2C purchases tend to be quicker and more emotional.
For instance, Slack promoted its business messaging tool by sharing stories about how companies like JetBlue reduced internal emails and improved team communication. They pitched these stories to industry media and hosted exclusive events for IT leaders. Meanwhile, Fitbit partnered with fitness bloggers to tell personal stories of how their devices helped people train for marathons, inspiring everyday users to get active.
Picking a B2B PR Company or a B2C PR Agency
Choosing the right PR partner depends on your audience. A B2B PR firm knows how to create detailed, trustworthy content that speaks to business decision-makers. A B2C PR agency excels at building emotional stories that spark excitement and mass appeal.
Some companies work with both types. They might have one agency handling their enterprise solutions and another focusing on consumer products. For example, Microsoft. When they talk about Windows 11, they focus on design updates and user-friendly features. You’ll see stories on lifestyle blogs, influencer demo videos on YouTube, and social media posts from everyday users. At the same time, their Azure cloud services team shares white papers on security and scalability, organizes analyst briefings, and places executive articles in trade publications. To reach the right people, they segment their contacts and use different channels such as Instagram for consumers and LinkedIn for business readers. Their messaging changes too, from casual, benefit-focused language for consumers to data-rich, problem-solving narratives for enterprises.
At the end of the day, whether you’re targeting companies or consumers, your PR needs to speak directly to your audience’s needs and interests. Knowing these differences helps you choose the right messaging, channels, and partners to grow your brand and reach the people who matter most.