15 Best B2B Public Relations Agencies: Ultimate Guide for 2024

What is a B2B public relations agency?

A B2B public relations agency is a specialized firm that helps businesses that sell their products or services to other businesses (B2B) manage their public image and relationships. Unlike agencies focused on consumer marketing, B2B PR agencies understand the nuances of communicating with other businesses and decision-makers.

Here’s a breakdown of what they do:

Core Objective:

• Build and maintain positive relationships with other businesses, industry partners, and the media.
• Enhance the client’s reputation and drive business growth within their industry.

Key Activities:

• Media Relations: Building relationships with journalists and editors to secure positive coverage for their clients in relevant publications and trade media.
• Content Marketing: Creating valuable and informative content (e.g., articles, white papers, blog posts) that positions their clients as thought leaders and attracts potential customers.
• Influencer Marketing: Identifying and partnering with key individuals or organizations who can influence buying decisions within their target audience.
• Social Media Marketing: Managing and engaging with their clients’ social media presence to build brand awareness and community.
• Crisis Communications: Helping their clients manage negative publicity and protect their reputation during times of crisis.
• Event Management: Planning and executing industry events and conferences to connect with potential customers and partners.

B2B Expertise:

• Deep understanding of the B2B buying process and decision-making factors.
• Knowledge of relevant industry trends and regulations.
• Ability to communicate complex technical information in a clear and concise way.
• Strong relationships with key journalists and influencers in their target industries.

Benefits of hiring a B2B PR agency:

• Increased brand awareness and visibility: They can help you reach a wider audience of potential customers and partners.
• Improved reputation and credibility: They can help you build trust and positive relationships with stakeholders.
• Thought leadership positioning: They can help you establish yourself as an expert in your industry.
• Lead generation and sales growth: They can help you attract new customers and close more deals.

If you’re a B2B company looking to build your brand, improve your reputation, and generate more leads, then working with a B2B PR agency can be a wise investment.

15 best B2B PR agencies

Agency Name	B2B Expertise	Services	Price Range	Popularity	Website
Edelman	Technology, healthcare, financial services	Media relations, influencer marketing, content creation, social media, crisis communications	$$$ – $$$$	High	https://www.edelman.com/
M Booth	Technology, Healthcare, Consumer Goods	Media relations, Content marketing, Social media, Influencer marketing	$$$ – $$$$	Medium	https://mbooth.com/
Weber Shandwick	Technology, healthcare, consumer goods	Media relations, content marketing, social media, public affairs, employee engagement	$$$ – $$$$	High	https://webershandwick.com/
Spark Communications	Technology, healthcare, consumer goods, financial services	Media relations, content marketing, social media, influencer marketing, crisis communications	$$$ – $$$$	Medium	https://www.sparkcomms.co.uk/
FleishmanHillard	Technology, healthcare, energy	Media relations, content marketing, social media, influencer marketing, crisis communications	$$$ – $$$$	High	https://fleishmanhillard.com/
PAN Communications	Technology, healthcare, consumer goods, financial services	Media relations, content marketing, social media, influencer marketing, crisis communications	$$$ – $$$$	Medium	https://www.pancommunications.com/
SHIFT Communications	Technology, healthcare, consumer goods, financial services	Media relations, content marketing, social media, influencer marketing, crisis communications	$$$ – $$$$	Medium	https://www.shiftcomm.com/
Ketchum	Technology, healthcare, financial services	Media relations, content marketing, social media, influencer marketing, crisis communications	$$$ – $$$$	High	https://www.ketchum.com/
Finn Partners	Technology, healthcare, consumer goods	Media relations, content marketing, social media, public affairs, crisis communications	$$$ – $$$$	High	https://www.finnpartners.com/
Cohn & Wolfe	Technology, healthcare, consumer goods	Media relations, content marketing, social media, influencer marketing, crisis communications	$$$ – $$$$	High	https://www.linkedin.com/company/cohn-&-wolfe
Prosek Partners	Technology, healthcare, financial services	Media relations, content marketing, social media, investor relations, crisis communications	$$$ – $$$$	Medium	https://www.prosek.com/about-us/
Allison+Partners	Technology, healthcare, consumer goods	Media relations, content marketing, social media, influencer marketing, crisis communications	$$$ – $$$$	Medium	https://www.allisonworldwide.com/
Peppercomm	Technology, Healthcare, Consumer Goods	Media relations, Content marketing, Social media, Crisis communications	$$$ – $$$$	Medium	https://www.peppercomm.com/
APCO Worldwide	Technology, healthcare, financial services	Public affairs, government relations, media relations, crisis communications	$$$ – $$$$	Medium	https://apcoworldwide.com/work/
Golin	Technology, healthcare, consumer goods	Media relations, content marketing, social media, influencer marketing, crisis communications	$$$ – $$$$	Medium	https://golin.com/

What is B2B PR?

B2B PR stands for Business-to-Business Public Relations. It’s essentially the art and science of managing a company’s public image and relationships with other businesses, industry partners, and the media. Unlike its B2C (Business-to-Consumer) counterpart, B2B PR focuses on a different audience and needs different tactics to be successful.

Here’s a breakdown of its key aspects:

Core goals:

• Building and maintaining positive relationships: B2B PR aims to cultivate trust and mutually beneficial connections with other businesses, partners, and media outlets. This can involve various stakeholders like potential clients, suppliers, investors, and industry influencers.
• Enhancing brand reputation: By fostering positive perceptions and generating favorable coverage, B2B PR helps elevate a company’s standing within its industry, making it more credible and attractive to potential partners and customers.
• Driving business growth: Ultimately, effective B2B PR strategies contribute to increased brand awareness, lead generation, and sales growth for the company.

What makes B2B PR different from B2C PR?

• Audience: B2B PR targets other businesses, which typically involves longer buying cycles, multiple decision-makers, and focus on value propositions and ROI.
• Messaging: B2B PR communication is often more technical, data-driven, and focused on business needs and solutions compared to B2C’s emotional and lifestyle-oriented approach.
• Tactics: B2B PR heavily utilizes industry publications, trade shows, and influencer marketing, while B2C leverages mass media, consumer-focused platforms, and broader social media strategies.

Is B2B PR right for your company?

If your business operates in a B2B environment, and you’re looking to:

• Build trust and credibility with potential clients and partners
• Establish yourself as an industry thought leader
• Generate leads and increase sales
• Manage your public image and reputation effectively

Then B2B PR can be a valuable tool for achieving your business goals. By understanding its nuances and partnering with experienced professionals, you can leverage B2B PR to create a strong foundation for sustainable growth and success.