B2B vs B2C PR

28th February 2023

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In the world of PR, there are two key categories to bear in mind: business-to-business (B2B) and business-to-consumer (B2C). Both types of PR involve promoting a product, service, or company to a target audience, but there are some key differences between the two.

At Carnsight, we offer both B2B PR services and B2C PR services. This is because the skills are applicable to both and, as a team, we’re worked hard to develop our abilities in each element and area of PR. We understand the subtle and not-so-subtle differences between a B2B project and a B2C project and we’re able to adapt our approach accordingly. Today, let’s explore these differences together.

Target Audience

The target audience is perhaps the most significant difference between B2B and B2C PR. B2B PR focuses on reaching out to other businesses, while B2C PR targets individual consumers. In B2B PR, the target audience is typically made up of decision-makers within a company who have the power to make a purchase on behalf of their business. In contrast, B2C PR targets a much broader audience, aiming to reach the everyday consumer who may be interested in a particular product or service.

Messaging and Content

The messaging and content used in B2B PR and B2C PR also differ. In B2B PR, messaging and content tend to be more technical and informational in nature. B2B PR focuses on educating businesses about products or services that could benefit their company. B2B PR often involves sharing detailed whitepapers, case studies, and reports that demonstrate how the product or service can solve a specific business problem.

The messaging in B2B PR typically focuses on how the product or service can save the business money, increase productivity, or provide other tangible benefits. The content can be data-driven, analytical, and focused on the product’s features and specifications.

B2C PR messaging and content tend to focus more on the emotional and experiential. B2C PR aims to create a connection between the consumer and the product or service. B2C PR often involves creating content, such as videos, social media campaigns, and influencer partnerships, that can capture the attention and interest of a broad audience.

That being said, the decision-makers we’re trying to reach in B2B PR are still human, so emotion and experiences are still important. This could be a whole blog in itself but it’s key to remember that B2B can’t be dry and has just as much opportunity and obligation to engage and excite the audience as B2C. What matters is that the content that engages and excites the two different audiences will differ slightly.

Relationship Building

Relationship building is critical in both B2B and B2C PR as it’s essential to establish a sense of trust and credibility with other businesses or consumers. PR professionals may focus on building long-term relationships with industry influencers, journalists, and other key players within their target market. They may also attend events like launches, trade shows, conferences and fairs to network.

In the case of B2C, PRs often focus on creating buzz and excitement around a product or service. They may engage with influencers and social media personalities to create hype around a product launch or promotional event.

While B2B and B2C PR may share similarities, the target audience, messaging and content, and relationship-building strategies are different. Understanding these differences is critical for PR professionals looking to develop effective strategies and campaigns that will resonate with their intended audience.

However, it’s key to remember that the skills and techniques are universal, and people buy from people. The best PRs always have this front of mine.


About Carnsight Communications

At Carnsight Communications we create strategies and campaigns to showcase our clients’ brilliant work through PR, content and social media. We help them get noticed by the right audience, at the right time. We specialise in creative agency PR.

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