Getting Comms Right

Speaking to one of the exhibitors at the (very excellent) Pharmacy Show at the NEC in Birmingham last month, I came across what is still quite a common misconception. The company in question had clearly invested a considerable amount in an eye-catching stand, the corporate literature looked glossy, and the sales team was determined to let no potential punters pass them without thrusting a sample into their hands. They were really working that show!

However, when our conversation strayed onto the subject of business-to-business PR, the sales manager said that he didn’t do it because ‘it’s only telling our competition what we’re up to’. He didn’t ‘want to give away the crown jewels’. So by not doing any B2B PR, his competitors wouldn’t get to hear about the great stuff he had going on in his business.

But neither would his potential new customers.

These potential customers need to know what’s great, what’s new, and what’s good value. They want to work with businesses that are credible, and media coverage in respected trade publications is one of the best ways of developing the sort of reputation that means everyone wants you on their suppliers list.

Good B2B communications isn’t about giving your competitors an advantage. It’s giving your customers good reasons to choose you, and not your competitors.