What is B2B and B2C PR?

To put it simply, B2B targets businesses, industry professionals, and decision-makers, while B2C targets individual consumers. However, in both cases, PR professionals must remember that whether they’re speaking to a CEO or a university student, they’re ultimately appealing to people.

So, how do they differ, where do they overlap? And how do PR professionals leverage these strategies effectively?

Messaging and tone

One difference between B2B and B2C is the tone of voice and messaging that is being put across. With B2B, it is a lot more data-driven, formal and focused on how the products and/or services can improve business efficiency. Whereas, B2C is often more informal and focuses on the personal benefits, lifestyle impact and emotional appeal, using relatable and engaging language.

However, they do have similarities: both need to resonate with the audience on a human level. In B2B, even data-driven content must be compelling and speak to the person behind the profession, while B2C leverages storytelling that taps into universal emotions and desires. The story isn’t about the product or service itself, but rather the impact it has on customers' lives; whether that’s their desire to achieve a better work-life balance or make a statement about their appearance.

Media outlets/Channels

Another major difference is the media outlets and channels that each type of PR looks to reach and gain coverage within. B2B often focuses on specific industry publications and LinkedIn, with a bias towards expert commentary and thought leadership-style content. Conversely, B2C PR relies more on mainstream media, such as BBC News or The Daily Mail; consumer-friendly social media platforms like Instagram; lifestyle publications; and influencer marketing. In both cases, selecting the right channels is about understanding where the target audience consumes information. Whether it’s an industry expert or a casual reader, both strategies aim to reach people where they are most receptive.

Measuring success

B2B and B2C PR campaigns will have their own desired outcomes, whether that’s gaining more social media followers or getting coverage in key media outlets, but ultimately they are both focused on building trust and authority amongst customers and/or industry leaders. They will want to assess the impact and effectiveness of those campaigns and strategies and some of the key metrics that are used include;

• Media coverage metrics - volume of coverage, quality of the coverage (positive, neutral or negative), media reach (the size of the audience exposed to the coverage) and key message pull-through.
• Audience engagement - social media mentions, sentiment analysis (the tone of online mentions) and engagement rates (measuring likes, shares and comments).
• Website and digital performance metrics - website traffic, referral traffic (having backlinks to the website) and conversions (tracking sign-ups, downloads or purchases linked to PR efforts).
• Brand awareness and perception - search volume and brand mentions.

It is important to note that PR doesn’t directly convert or generate leads. It sits at the top of the marketing funnel and is focused on being a brand-building activity that is hard to quantify but essential to invest in.

The take-home message

So, in conclusion, B2B and B2C PR are bound by their mission to engage and influence people. The tone, outlets and objectives may vary, but successful PR professionals know that no matter the target audience, the key is to craft campaigns that resonate on a human level. Whether they are speaking to a business leader making multi-million pound decisions or a consumer choosing a product for their home, understanding the human experience is what drives PR success.

So, while B2B and B2C PR could be classed as distant friends with different approaches, they share the same passion for building a brand's reputation by connecting with people - just through alternative methods tailored to their unique audiences.