There are immediate digital opportunities which mirror those in print (especially when we consider most print titles have either an online version, or that so many have migrated online completely), but it would be underselling the potential to simply suggest that everything we do offline simply translates online.  Instead the scope of opportunity presents us with a much more dynamic and exciting B2B digital toolkit, offering not only specific digital techniques, but a new level of immediacy and interactivity which B2B PR may have lacked in the past.

At Eulogy! we’re marching forward with the development of our B2B digital approach.  Since embarking on this process we’ve discovered some of what works, some of what doesn’t, but also realised that the journey is one of constant evolution.  Specific techniques may be as simple as embracing social media-based opportunities, in order to manage a client’s reputation online and ensure that they’re part of pertinent discussions.  Others are more advanced; from blogger relations, using platforms like Facebook and Twitter, and investigating multimedia PR delivery.  Above all we’re recognising how dialogue and response work together in this new digital landscape, enabling us to manage reputation, promote brands and their products, services and values, and ultimately create more dynamic and exciting PR strategies.

Of course, not everything will work for everyone, and there’s still much more to develop and explore.  For us, the challenge comes not in identifying these exciting opportunities, but in convincing clients and prospects of the value of making an ongoing investment in digital PR.  Measurement is crucial, but delivering the right kind of measurement, especially when the tactics are so new and varied, isn’t easy; but we’re working on it!

While broad consumer audiences can allow greater scope for creativity, ‘big’ thinking or new ideas, in the eyes of many people corporate or B2B PR tends to equate to churning out endless news releases or lengthy statements of end-of-year financials. To me at least, this actually sets the PR industry a challenge of a change in mindset. Just because you personally may not be fascinated by annual results does not mean the clients’ target audience isn’t.

And yet in many ways, if you can find a way of making it fun for yourself, as well as interesting for those you want to read or experience it, campaigns tend to be much more successful. Good examples of corporate PR may be harder to find, but I guarantee they’ll work harder for you in the long run.