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In traditional B2B public relations, the general objective is to publicize the business benefits one company receives when it opts in with another. Many PR companies represent B2B organizations who want to promote these business benefits and win more clients as a result. For the agencies that do, the established PR play is to focus communications activities around raising awareness for the considerable return on investment individuals and businesses can realize if they elect to receive services from the company or person being showcased.
Among a host of outstanding professionals, HKA represents many prominent and successful wealth managers, CPAs and real estate developers under its B2B umbrella. Each of these HKA clients offers tremendous value to their own clients – established, financial value. And, as the PR firm, HKA is responsible for building and maintaining awareness that partnering with these professionals can help increase the bottom line for those who do. We do this because it helps our B2B clients with earned media coverage, new business leads and because, well, it’s true.
However, in telling client economic stories, HKA also ensures that the characters – often the real heroes of the story – aren’t forgotten. The humanity of client narratives can get lost along the way if there’s too much focus on abstract concepts like absorption rates, pass-through entities and yield curves.
Personal stories must be told, too. The flesh and blood anecdotes that drive any business success can’t be overlooked, especially as they often resonate so meaningfully with target audiences. Several examples of personal storytelling initiatives HKA recently deployed artfully mix facts and figures with faces and feeling:
Of course, no one is suddenly going to stop caring about the bottom line. So, creating interpersonal bridges among companies, the people that comprise them, the communities they serve and the lives they change is paramount – and will go a long way toward humanizing the corporate client through PR. HKA is proud of its longstanding communications expertise as a bridge-builder.