B2B Communications: Business Communicators Need to Reach Beyond Customers With Their Messages


Communication purists staunchly draw the line in the sand between professional and consumer audiences. On the business-to-business side, industry trade shows and specialized media relations are typical line items within a traditional PR budget. Consumer-facing programs may involve heavier doses of social media and high-profile event sponsorships. But aren’t consumers also employees, community leaders, industry associates, current and prospective clients and shareholders? If so, have some business communicators become so granular in their thinking that they are squandering opportunities to influence important stakeholders by eschewing more mainstream outreach?

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