O'Reilly logo

The Public Relations Handbook, 5th Edition by Alison Theaker

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Chapter 17Business-to-business public relations

Loretta Milan

Chapter Aims

Business-to-business public relations (B2B PR) is about building a favourable reputation with organisations in order to achieve strategic objectives. Organisations targeted may be suppliers, manufacturers, resellers or distributors, for example, and B2B PR may aim to achieve many things such as to influence their buying decisions, enhance loyalty, get them on board with reselling in order to hit sales targets or to build a reputation for ethical practice.

This chapter discusses the key characteristics of B2B PR, how to form a robust strategy that supports corporate goals and design a strong implementation plan including the many techniques that may be used. It also covers ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required