Brand PR 

B2B marketing - building brand awareness and maintaining corporate reputation through media engagement

One of our core areas of business communication and public relations expertise is building and maintaining brand awareness of B2B and technology suppliers through exposure in Australian daily, specialist and vertical media.

This is because in business to business and technology marketing and public relations it is accepted that customers are heavily influenced by what they read about suppliers and vendors in media and how key editors and commentators editorialise about them.

We aim through our B2B and IT PR and marketing support programs to ensure that our clients obtain an appropriate ‘share of voice’ in chosen media - and in doing so we are building favourable brand awareness for them.

Strategy

We begin a business or tech brand awareness program by developing a strong corporate and brand messaging platform using a technique called message mapping. This ensures media messaging is consistent with an organisation’s brand proposition and values, as well as being credible to media.  This normally involves workshopping with a client to develop a message map.

We set media objectives not simply by focusing on the amount of media coverage obtained. We measure and evaluate whether the right messages were delivered and, if appropriate, measure the competitive share of media coverage.

Traditional media

Traditional print media and their developing online news services still remain the backbone of a PR led media brand awareness and corporate reputation program for B2B marketers. For IT organisations, there is an additional need to address industry related established online news sites.

We provide a full news and editorial service for our clients - writing news releases, features, case studies, white papers and opinion pieces.

We also have broad experience in vertical media  able to assist organisations in gaining feature-length articles.

Digital media

In business to business marketing many B2B companies want to use digital media channels -  including web sites - to create awareness and build reputation directly with end customers.

As the first Australian PR agency to recognise the potential of being found by Google and other search engines, we provide a range of Online PR services for business and technology companies.

These include optimised media releases, optimising web site content for natural language and organic SEO and creating and publishing marcomms materials on client websites.

Media Training

We run media training  to assist spokespersons in B2B and high tech companies to learn the tips and tricks to get the best outcomes from traditional media engagement. We also undertake ‘online media training’ to help our business to business clients understand the techniques and behaviours required to engage with online communities.