One of my biggest frustrations about our rarified profession is that corporate or B2B PR is often viewed as being less engaging, less showy, or downright less fun than consumer comms.
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.
