A Semester with Sonnhalter

Interning in Public Relations

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Posts Tagged ‘B-to-B’


Posted by sonnhalter on November 4, 2008

b2bBusiness-to-business is a term I wasn’t always very familiar with. I had heard it in school, mostly in my marketing classes, but never really understood it. In my PR classes, we mostly worked with nonprofit organizations so I didn’t get to tap into this aspect.

Now that I am at SONNHALTER though, I am getting to tap into this segment of the field and understand it in its entirety. SONNHALTER is a marketing communication firm that specializes in business-to-business communications.

What is B2B:

Now to tell you the truth, when I read on SONNHALTER’s Web site that they specialized in business-to-business I had to look up what that meant. (So I knew for the interview and see what I was trying to get into.) This is more or less the definition I found,

Business-to-business or B2B is when to an organization facilitates the sale of products or services to other companies.


What is PR’s Role:

PR plays a role in this like any other type of business. But there are some distinct differences that I have noticed.

The one thing you must get use to is writing for another business. Now you are probably saying, DUH, that’s a given. And yes it is, but it is something that takes getting use to. This is the first time I have had to write for a public that was another organization or business. In the past all my target audiences have always been part of the general public, not another organization.

This changes the writing style. You’re writing for someone who is very educated on the topic and knows all the organizations and organizations products out there. This makes things more competitive and makes your message more competitive. Trade magazines come into play here (read my post about trade magazines).

There are many aspects of each sector of PR and I only know a limited amount about some but I love discovering and learning the new facets of PR!


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