Typically, when people think of B2B communication, they think of trade publications, business media, or specialized topic-based portals. The equation seems simple: If you sell to businesses, you need to be present in the media that businesses read. But this perspective often falls short.
However, regional media relations can also be very important for B2B companies—whether to raise their profile in the region—for example, as an employer—or to strategically position their offerings in specific regions. We are increasingly observing that it is crucial for our B2B clients to be visible in certain regions. As a result, we are increasingly implementing communication strategies through regional daily newspapers as well as regional trade publications.
The decision to pursue regional communication depends heavily on the business model and sales structure. There are three key scenarios in which regional visibility makes all the difference:
1. Supporting a regional sales network: When a company has regional sales teams, local media coverage provides direct opportunities for conversation. The sales team can use these current events in their own sales pitches. An article in the local daily newspaper about a successful project in the neighborhood is a far more effective conversation starter than a generic glossy brochure.
2. Interaction with the public sector (B2G): If you do a lot of business with the public sector or need to interact frequently with municipalities and cities, it’s very important to have a strong presence in that specific region. Mayors, city council members, and local decision-makers primarily get their information from regional media. Companies that present themselves as reliable partners in this context enjoy a head start in terms of trust when it comes to bids and projects.
3. Regional sales focus: Or when a firm has a sales strategy that targets a specific region. A good example is Fortinlease, a regional venture capital fund that we support with its communications. Since visibility among companies in the region is very important for this fund—because it primarily targets that region—the focus here is just as strong on regional media as it is on national business or startup media.
An excellent example of successful regional B2B communication is TOMRA Collection, a manufacturer of reverse vending machines. The company regularly benefits from the regional attention generated whenever a new, innovative reverse vending machine is installed.
Why does this work so well? Because the customer (e.g., a supermarket) who installed the vending machine benefits from the visibility it provides. At the same time, other retailers in the area become aware that someone in their region now has this vending machine as a competitive advantage. As a result, they, too, become more open to sales pitches in the region.
Another example is TOMRA Reuse, a different business unit of Tomra that manufactures reverse vending machines for public spaces—for example, for the return of reusable coffee cups and similar products. For them, too, it is very important to have a visible presence in the region in order to build acceptance among municipalities and local partners.
To assess whether and how regional communication makes sense for your B2B company, take a look at the following matrix:
| Objective | Target Audience | Suitable media | Expected Effect |
|---|---|---|---|
| Sales Enablement | Regional dealers, store managers | Local daily newspapers, regional business publications | Direct opportunities for sales teams to engage with customers; “fear of missing out” among competitors |
| Public Affairs / B2G | Local politicians, city governments | Regional sections of major daily newspapers, local magazines | Building trust, positioning ourselves as a solution partner for local challenges |
| Employer Branding | Skilled workers from the region | Local media, regional radio stations | Increasing awareness of the company as an attractive local employer |
| Search for Investors | Regional small and medium-sized businesses, family offices | Regional Business Magazines | Visibility among potential co-investors or target companies |
Therefore, regional topics and opportunities should also be identified in B2B communication. The goal is not to replace trade media, but to supplement the communication strategy in areas where purchasing decisions are made or influenced locally.
Why should B2B companies be featured in regional media? Regional media relations helps B2B companies with employer branding, builds trust with local decision-makers (B2G), and provides regional sales teams with concrete talking points. It makes abstract B2B solutions tangible at the local level.
What B2B topics are suitable for the local press? Concrete examples of applications from the region work particularly well, such as the installation of a new system at a local customer’s site, investments in the local area, job creation, or partnerships with the public sector.
How does regional PR support B2B sales? Regional coverage of a successful client project attracts attention from other companies in the same region and often creates a certain amount of competitive pressure. The sales team can use these articles as a direct conversation starter for cold calling.
Is regional PR a substitute for trade media relations? No. Regional communications complement trade media relations. While trade media reinforce technological expertise and industry knowledge, regional PR ensures visibility among local decision-makers, potential employees, and the public sector.
Stefan is co-founder of EPOS and has been involved in B2B marketing and communications for more than 20 years.
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