(Editor’s Note: This is the first of a regular series of features on B2B communications by Mary Buhay of Gibbs & Soell PR.) Gone are the days when B2B might have stood for “boring” and “business.” Today’s business-to-business communicators must use more innovative ways to engage their distinct audiences in corporations, government agencies and institutions. And they have their work cut out for them. Cultivating and nurturing relationships is no easy task when business transactions can span from the earliest stages of a supply chain to retailers, distributors and employees—the groups that border the consumer universe.
PR Pros: Social Media as a Bottom-Line Business Driver Still a Work in Progress
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