ABSTRACT
This chapter helps readers to understand the role of public relations (PR) in the business to business (B2B) sector and appreciate the scope of inter-organizational relationships (IORs). It also helps to identify the characteristics of inter-organizational communications (IOC) and select appropriate tools and techniques for building IORs. Collaboration between organizations involves communicative activities that seek to build effective working relationships. These require that PR practitioners understand varying inter-organizational needs and devise appropriate plans. Many individuals and functions potentially have a role in identifying and building relationships between organizations. PR expertise contributes towards managing organizational reputation and key relationships with a variety of stakeholders. This is critical when organizations are involved in a complex network of relationships with other organizations. Inter-organizational PR ensures that organizations are aware of issues that affect credibility and trust. This means demonstrating an expert understanding of supply chain matters affecting industries, as inter-organizational influencers and communication channels, beyond the traditional focus on trade media.
