No matter how technical or niche your business, B2B PR should never be bland.
Business audiences still respond to clear language, strong visuals, and emotionally resonant stories, just like consumers do. Yet many B2B brands continue to rely on jargon-heavy messaging and generic media materials that don’t connect or convert.
The reality is, business decision-makers are people first, and what resonates in B2C communications can, and should, inform how B2B brands present themselves to the media and the market.
At Pure Public Relations, we help B2B clients bring their stories to life with the same quality and strategic impact expected of top consumer brands, backed by our Guaranteed Media Coverage model.
Here’s what B2B brands can learn from their B2C counterparts to stand out and secure meaningful media coverage.
1. Communicate Like a Human
Too often, B2B content sounds like it was written for an industry panel, not a journalist or a potential client.
Instead of:
- Overusing niche terms
- Relying on complex technical descriptions
- Describing services in vague generalities
Ask: “So what?”
- Why should this matter to your audience?
- What will it change for them?
- How can you explain it clearly and simply?
Clear, accessible language can dramatically increase your chances of being quoted, remembered, and understood.
2. Prioritise Visual Storytelling
Strong visuals help your brand tell a richer, more relatable story.
B2C brands excel here. They typically provide:
- Lifestyle images showing their product or service in action
- Behind-the-scenes video of their people and processes
- B-roll footage for broadcast or digital use
- Social-first, repurposable media assets
By contrast, many B2B brands offer only static headshots, or worse, stock photos.
What’s more effective? A lawyer photographed outside the courthouse. A product designer mid-demo. A manufacturing team at work on the floor. These images add context, character, and authenticity.
For media, these visuals make the story easier to tell. For audiences, they make the brand easier to trust.
3. Think Like a Journalist
If you want to be featured in the media, anticipate what a journalist needs. B2C brands often provide:
- Ready-to-use Q&A content
- Background documents with fast facts
- Clear explanations of how processes work (e.g. how to buy, what happens next)
This detail-oriented approach makes media pitches more useful and more likely to be picked up.
B2B brands can benefit by doing the same. Don’t assume a journalist knows how your solution works or why it matters. Provide simple explanations and materials that make your story easier to tell.
4. Add Emotion Through Storytelling
One of the strongest tools in consumer PR is storytelling. B2B brands often forget that they too have:
- Customers with transformative success stories
- Founders with purpose-driven missions
- Teams with interesting, relatable workplace cultures
By showing the people behind the business, and not just the product, you help the media (and your audience) see the why behind what you do.
Storytelling also gives context. It lets you explain challenges, triumphs, or changes in a way that builds understanding and trust.
5. Use Video to Add Depth
B2C brands are often ready with polished, on-brand video content. While B2B video doesn’t need to be as glossy, it should be:
- Authentic
- Informative
- Personal
Even a simple video of a spokesperson explaining your solution, showing your process, or responding to FAQs adds richness to your media materials. Journalists increasingly expect multimedia assets, and video allows them to tell your story across more platforms, particularly in digital news, social media, and podcasts.
6. Support the Media Beyond the Press Release
Great media coverage often begins with a story, but it succeeds because of what supports it.
If your pitch includes:
- An offer of an interview
- Human-centred imagery
- Concise explainer copy
- Clear points of contact
- Shareable video
…it’s far more likely to land and perform.
At Pure Public Relations, we help our B2B clients craft full media packages, not just pitches. And with our Guaranteed Media Coverage model, your investment in content and communication delivers outcomes you can count on.
Professional Doesn’t Mean Impersonal
B2B audiences are busy, informed, and pragmatic, but they still connect with clarity, credibility, and real human stories. The brands that succeed are the ones that communicate with their audience, not at them.
If you’re a B2B business looking to stand out, take a page from the B2C playbook. Use strong visuals. Tell richer stories. Be easy to understand. And give media and audiences something to remember.
Ready to elevate your B2B PR strategy with stories that resonate and coverage that counts?
Let’s talk about how Pure Public Relations can help you gain real media traction, with Guaranteed Media Coverage to back it up.
