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Unlike B2C, B2B marketing rarely relies on quick impulse buys. Instead, it’s about long-term investments and complex decision-making. Video offers three main advantages here:
Successful B2B video strategies combine information with trust-building formats:
Video is powerful, but not a silver bullet. Common challenges include:
“In B2B, video isn’t about showmanship – it’s a tool. Its value depends on clear goals and integration into the customer journey.”
To truly turn video into a sales driver, companies should consider:
Video isn’t a magic bullet, but it is one of the most powerful tools in B2B marketing. It helps communicate complex messages clearly and emotionally, strengthens brand perception, and can directly boost conversion rates. Whether it’s the “key” ultimately depends on how strategically it’s used. Companies that integrate video across the customer journey significantly increase their chances of closing more deals and building lasting relationships.
A media distribution list is one of the most essential tools in modern public relations. It forms the foundation for targeted and efficient communication with journalists, editors, and media outlets. Without a well-maintained list, even the most compelling press releases risk not reaching the right audience.
A media distribution list is a structured database of media contacts. It includes details such as names, roles, media affiliations, contact information, and thematic focus areas. This ensures that PR professionals can deliver their content to the most relevant recipients.
The media landscape is diverse and constantly evolving. An up-to-date and carefully curated list provides several key advantages:
A professional distribution list is not created overnight—it requires continuous effort. Key steps include:
Today, many organizations rely on PR software to manage their media lists. These tools not only streamline contact management but often also include features for email distribution, open-rate tracking, and media response monitoring.
The media distribution list is the backbone of successful PR. It enables organizations to deliver their messages efficiently and directly to the right media professionals. Those who build their lists strategically, maintain them consistently, and use them for personalized outreach will maximize their chances of long-term media visibility.
PR reporting is the structured analysis and presentation of results from press and communications activities. It provides decision-making support, makes impact visible, and enables optimization. But when is the effort worthwhile? The short answer: As soon as goals, activities, and stakeholders exist that require reliable insights – and at the latest when budgets, complexity, or reputation risks increase.
PR reporting serves three key functions: Steering (what works, what doesn’t?), Accountability (toward management, clients, budget holders), and Learning (testing hypotheses, improving measures). Without reporting, PR remains a black box – with reporting, it becomes measurable, comparable, and scalable.
In practice, regular PR reporting makes sense once certain conditions are met:
Not every team needs a fully-fledged dashboard right away. A staged approach works best:
Use a balanced mix along the communication impact chain:
The reporting frequency depends on activity rhythm and risk level:
A lean setup can start with: media monitoring (mentions, sentiment), web analytics (referrals, SEO), social analytics (engagement, mentions), and a contact/CRM log (pitches, responses, briefings). Later additions: competitor benchmarks, backlink quality, topic heatmaps, analyst/reputation scores.
Avoid unnecessary overhead by focusing on quick value:
If there are no defined goals or running activities yet, a light setup is sufficient: a one-time baseline check (topics, media, competitors) – and move to regular reporting once campaigns start.
1) Goals & highlights (1 page) · 2) KPIs (output/outtakes/outcomes, 1 page) · 3) Top clippings & learnings (1 page) · 4) Next steps (1 page). Effort: 2–4 hours/month – Value: clarity, steering, and legitimacy.
PR reporting makes sense as soon as you communicate with specific goals, use multiple channels, or need to demonstrate results. Start lean, measure what truly supports decision-making, and scale as needed. That way, reporting becomes not just a duty but a powerful management tool.
A PR pitch is a key instrument in public relations. It refers to the targeted approach to journalists, editors, or influencers in order to get a story, product, or topic placed in the media. The pitch serves as the bridge between organizations and media outlets and often determines whether a story will be published or not.
The purpose of a PR pitch is to generate attention and convince media professionals of the relevance of a story. It is not pure advertising, but must meet journalistic standards. Typical goals include:
A professional pitch is defined by clarity, relevance, and brevity. The most important components include:
Traditionally, a PR pitch is sent via email, often as a short and personalized message. Depending on the context, other channels can also be effective:
To increase the success rate of PR pitches, organizations should keep a few rules in mind:
A PR pitch is more than just an email to a journalist – it is a strategic tool for securing media coverage. The relevance of the story, personalized outreach, and adherence to journalistic standards are the decisive factors. When done right, a PR pitch not only increases the likelihood of coverage but also helps build long-term media relationships.
In today’s digital and information-saturated world, it has become increasingly difficult for companies and service providers to remain visible. One of the most effective ways to build reach and credibility is through professional public relations (PR). Strategic PR ensures that relevant messages are placed in the media and reach the right target audiences.
PR creates visibility, strengthens brand awareness, and builds trust. While traditional advertising is often perceived as one-sided, editorial media coverage carries significantly more credibility. Companies featured in trade, local, or national media benefit from the authority and reach of these platforms.
Getting into the media requires more than simply sending out a press release. Success depends on strategy, relevance, and consistency. The following steps are crucial:
Companies and service providers have a range of PR tools at their disposal to boost their media presence:
To increase the chances of media coverage, companies should follow a few best practices:
PR is a cornerstone of business visibility. It not only increases reach but also strengthens credibility and builds trust among customers, investors, and the general public. Companies and service providers that approach PR strategically and offer genuine value to the media have the best chance of achieving lasting visibility across relevant channels.