B2B vs. B2C PR: Why Your Strategy Should Never Be One-Size-Fits-All

When it comes to public relations, there’s no such thing as a cookie-cutter approach. Every business has unique goals, different audiences, and a distinct voice they want to share with the world. One of the first things we do when building a PR strategy is figure out which lane we’re driving in—B2B (business-to-business) or B2C (business-to-consumer). That one decision can completely change how you tell your story.

What’s the Difference Between B2B and B2C? It all comes down to who you’re talking to.

B2B companies sell their products or services to other businesses. Their target audience is made up of decision-makers like executives, buyers, and managers. Think of big names like Salesforce, Intel, or IBM—these are all B2B giants.

B2C companies, on the other hand, are speaking directly to the consumer. That’s you and me. We’re the ones buying clothes, downloading apps, or ordering takeout online. Any brand selling directly to everyday people falls under the B2C umbrella.

Can a Company Be Both?Absolutely! Plenty of companies blur the lines and have both a B2B and B2C side to their business. Take a weather data company, for example—they might sell detailed reports to airlines or insurance companies (B2B) and also offer a free weather app to consumers (B2C).

Another big-name example is Tesla. They sell vehicles directly to consumers, but Tesla Energy focuses on commercial and industrial clients, which is very much a B2B play.

Reaching Your Audience the Right WayAt the heart of it, the difference between B2B and B2C PR is all about who you’re talking to—and how you connect with them.

For B2C PR, it’s about catching the consumer’s attention quickly and showing them how your product or service will make their life better, easier, or more fun. Shoppers make fast decisions, so your messaging has to be clear, catchy, and immediately appealing.

B2B PR, however, is a longer game. Businesses don’t make quick purchases—they do their research, compare options, and want proof that your company is reliable and knowledgeable. Your messaging needs to build trust, highlight expertise, and show that your solution will positively impact their bottom line.

Different Goals, Different StrategiesThe goals of a B2C PR campaign usually focus on product visibility and driving sales. It’s all about creating buzz and getting people excited.

B2B PR campaigns may also aim to generate leads, but they often go deeper. B2B clients might want to boost the visibility of their leadership team, attract investors, recruit talent, or establish themselves as thought leaders in their industry.

Where you share your message matters, too:
B2C PR is about showing up where consumers are. That might mean getting featured in round-ups like “Best Gifts for Your Sister” or “Top 10 Must-Have Kitchen Gadgets.” Publications like USA Today, Buzzfeed, or Vogue could be perfect platforms.

B2B PR is all about strategic placement in trade publications and industry-specific media. A fintech company, for example, might benefit more from being featured in Fintech Magazine or Financial Times than a mainstream outlet.

So, What’s Next?Whether your business is B2B, B2C—or a mix of both—it’s essential to work with a PR team that knows how to navigate your niche. A solid team will tailor their strategy to fit your specific goals and target audience and should be able to show you case studies that prove they can get the job done.

At Khoury PR, we understand that there’s no such thing as a “one-size-fits-all” approach. We believe in smart, customized strategies designed to connect your brand with the right audience at the right time.