ABSTRACT
This chapter deals with Business-to-Business Public Relations (B2B PR), which refers to the promotion of products, services and businesses to other organisations such as customers, strategic partners, suppliers, manufacturers, resellers, distributors and industry bodies. The aim of B2B PR is to help achieve strategic goals, for example winning new customers, increasing revenue and strengthening reputation.
This chapter covers the key characteristics of B2B PR, the development of a robust strategy, the elements of a strong implementation plan, important considerations, how to measure results and demonstrate value.
