{"id":8,"date":"2016-08-04T22:37:06","date_gmt":"2016-08-04T19:37:06","guid":{"rendered":"http:\/\/localhost\/rozmova\/wordpress\/?page_id=8"},"modified":"2020-01-06T19:12:09","modified_gmt":"2020-01-06T17:12:09","slug":"pr_is_right","status":"publish","type":"page","link":"https:\/\/b2bpr.com.ua\/en\/pr_is_right\/","title":{"rendered":"PR for what"},"content":{"rendered":"

Some time ago, B2B sales were different, not only in this country but also in the West. They relied on personal contacts. Sellers built relationships with customers \u2014\u00a0played golf or went for a drink together, introduced customers to the functional advantages of the product during a joint lunch. Somewhere aside from this, marketers designed logos and printed brochures and PR specialists send out press releases.<\/span><\/p>\n

The times have changed, and B2B companies started to hire PR specialists because\u2026 God knows why.<\/span><\/p>\n

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Although every company has a communication function, and everybody needs to build relationships with the target groups affecting business, there are two dangerous moments in such\u00a0 ‘we-need-PR-because-that-is-what-is-right\u2019 approach.<\/p>\n

First: when you wait for miracles from PR. And expect every media to write about your commercial equipment, and journalists to do it exactly as told.<\/span><\/p>\n

\u00a0<\/span>Second: when you do not fully understand what objectives to set and what results to expect from public relations. Then, at some point, you will start to regret your money.<\/span><\/p>\n

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In our opinion, the best way outs in this situation are:<\/span><\/p>\n