• by Ray Schultz , December 30, 2022

Public relations can help B2B firms establish their brands. But 43% do not use editorial coverage as a sales enablement tool -- at least in the UK, according to new research from Champion Communications conducted by Vanson Bourne.   

Yet B2B marketers say that public relations is responsible for 74% of all new business opportunities, and 41% say that 80% or more of their marketing-qualified leads came through PR, with the average response at 74%. 

Public relation is a complicated task, and it requires a grasp of many elements, including how to develop an email list.  However, this study concerns itself mostly with the benefits of PR. 

The respondents that use PR cite the following objectives:

• Generating trust, validation, and credibility — 60% 
• Generating brand awareness — 54%
• Nurturing sales conversations — 54% 
• Lead generation —  50% 
• Increasing demand in products and services — 46% 

Vanson Bourne surveyed 100 senior marketers from B2B companies.