In today?ÇÖs digital-first world, visibility, storytelling, and human connection matter as much in B2B as they do in consumer brands.When I moved from a consumer-facing brand to a B2B organisation, I expected a shift in priorities. The communication lens felt narrower, more contained, and focused on a defined group of stakeholders. But very quickly, I realised that even in B2B, the expectations around visibility, recall, and credibility were just as intense. The difference was in the mindset, not in the need.What helped me navigate this shift was my B2C experience. We began to reimagine how the brand could show up, not just in boardrooms or policy events, but in public conversations. We focused on simplifying narratives, owning digital platforms, and creating a voice that was distinct, visible, and human.The B2B Audience Is Broader Than We ThinkTraditionally, corporate communication in B2B has been strategic and intentional, directed at investors, vendors, policymakers, and internal stakeholders. But in today?ÇÖs interconnected ecosystem, the audience is far more diverse.It includes decision-makers across procurement and strategy functions, job seekers exploring culture fit, and industry bodies or certification agencies assessing standards and governance. Analysts, researchers, collaborators, and content creators also play a role in shaping how your organisation is perceived.They may not all be customers, but they are crucial to your reputation, influence, and future growth.Reputation Is Built in the Public EyeCommunication today cannot be confined to investor decks or annual reports. It must extend into the public sphere, where leadership voices, brand narratives, and cultural values are increasingly under the spotlight.B2B organisations must embrace storytelling, thought leadership, and reputation building with the same rigour that consumer brands apply to their marketing. It is not about visibility for its own sake, but about owning the narrative before others define it.Digital Presence Is the New Business CardOwned and earned media now play complementary roles. Beyond traditional coverage, B2B brands must build credibility through LinkedIn, podcasts, online publications, webinars, and even short-form videos. A compelling article may introduce your strategic thinking, but a candid leadership post can humanise your organisation in an authentic way.The shift is not towards consumerisation, but towards relevance in an increasingly content-driven world.Applying B2C Lessons to B2B RealitiesFrom my own experience, these principles apply well across both worlds:Lead with clarity, not complexityShow up consistently, not just during milestonesUse leadership as brand custodiansTranslate internal culture into external cuesCreate narratives that are agile and humanThis mindset enables organisations to build trust, stay discoverable, and remain top-of-mind in the industries they serve.Aligning Internal Voice With External ImpactWhether it is a townhall, an employee connect initiative, or a campaign that brings company values to life, these narratives help shape the employer brand and influence how the outside world perceives the organisation.Authenticity is strengthened when what is said inside the company is visible, believable, and echoed outside.Making Visibility a Strategic ImperativeThe fundamentals of B2B communication remain rooted in strategic clarity and stakeholder engagement. But in the current landscape, visibility must work alongside strategy to build reputation, influence perception, and shape opportunities.We may be building for businesses, but we are speaking to people. And people respond to stories, not just data. A B2B brand that communicates with relevance, consistency, and human insight will always stay ahead of the curve.

B2B tech agency Fight or Flight has enhanced its media training capabilities with the launch of an AI-powered tool that simulates a real-life reporter interview.Media TrAIner, powered by Chat 4o, offers two key functions that previously required the expertise of a seasoned journalist: generating mock articles based on mock interviews conducted with clients during media training, and providing detailed feedback on trainees' responses. This tool complements existing media training programmes and works in conjunction with a human media trainer.For article production, Media TrAIner creates mock articles in the style of target reporters, offering a realistic simulation of post-interview scenarios.The tool's immediate and detailed feedback on interview responses identifies areas for improvement, enabling more focused training. Media TrAIner addresses, for example, how bridging techniques could have been used to address difficult questions and ensure key messages are delivered effectively. It can also highlight where a spokesperson's answers could have been strengthened by incorporating relevant data points.FoF North America chair Tim Fry, with over two decades of agency and in-house experience, explained that the concept for Media TrAIner stems from his own early career media training, which was conducted by a former ABC News White House correspondent. The journalist's challenging interview style prompted Fry to make common interview mistakes, such as repeating negative language and making lengthy, rambling statements devoid of key messages. This experience provided him with a valuable, albeit difficult, lesson in effective media training.?Ç£Nothing instills the rules of media training like a bruising article resulting from an interview. Generating mock articles is time consuming, though. With Media TrAiner, what once took several hours of a trainer?ÇÖs time can now be accomplished in minutes with a well-trained GPT.We?ÇÖre not just using Media TrAIner for spokesperson training; our teams are using it for analysis of past interviews and insights on clients?ÇÖ competitors,?Ç¥ Fry said.

Sydney-based public relations agency InsideOut PR has secured the Australian account for Simon-Kucher Partners, a global consulting firm specializing in pricing and strategy, following a competitive pitch process.InsideOut PR, known for its expertise in both B2B and consumer communication, will develop and execute strategic PR campaigns designed to raise Simon-Kucher's profile and impact within the Australian market. This will involve targeted media relations, influencer engagement, and strategic content creation to showcase Simon-Kucher's thought leadership and expertise in pricing strategy.InsideOut PR CEO Nicole Reaney said: "We are thrilled to kick-start this journey with Simon-Kucher. Our goal is to forge strong partnerships with their teams amplifying their presence through targeted media exposure and strategic connections. We are committed to driving their vision forward and catalysing unstoppable growth." Simon-Kucher's arrival comes at a time of significant growth for the Australian pricing strategy consulting market. With InsideOut PR's expertise in navigating the Australian media landscape and Simon-Kucher's global reputation for pricing strategy, this partnership is well-positioned to help Simon-Kucher establish itself as a leading player in the Australian market.

COLORS Gujarati, the leading Gujarati entertainment channel, has appointed ThinkInk Communications as its official Public Relations agency.Effective immediately, ThinkInk Communications will be responsible for all media inquiries related to COLORS Gujarati and its diverse programming lineup. This includes press queries, interview facilitation, securing assets and behind-the-scenes content, and providing on-set details.ThinkInk Communications is a full-service PR agency specializing in creating strategic communication programmes for a wide range of clients. With a focus on media relations, brand development, and content creation, ThinkInk is dedicated to delivering exceptional results.For two decades, the agency has fueled the growth of B2B companies, from category leaders to late-stage startups and even publicly traded giants, by boosting their visibility and credibility.

Clarion, a WPP agency, has been awarded the B2B brief for Danone without a competitive pitch. The agency will work across Danone's portfolio of dairy and plant-based products, waters and nutrition, including brands like Evian, Volvic, Activia, Actimel, Alpro and Cow & Gate.Clarion's success is attributed to its prior B2B PR and marketing experience with brands like Diageo, Unilever, Jacobs Douwe Egberts and Soreen.The agency's objective is to strengthen Danone's presence in trade media, elevate brand awareness, and engage with retailers and decision-makers across grocery, impulse and foodservice sectors. They will achieve this through thought leadership initiatives, brand support, and retailer engagement campaigns.Danone UK & Ireland will maintain its relationship with Ketchum, responsible for consumer and corporate communications for its dairy, plant-based and baby-feeding brands. Additionally, Freuds holds a global retainer for the Evian and Volvic brands.Louise Robinson, Customer Category Director for Danone UK & Ireland, expressed her satisfaction with Clarion's proven track record, industry expertise, and trade communication skills. She emphasized their positive initial interaction and is excited about the collaboration.Rebecca Wainwright, Clarion's managing partner and head of the B2B division, (pictured), considers Danone a dream client. She acknowledges the company's strong mission and Clarion's role in enhancing their trade communication to drive engagement.