Typically, when thinking about B2B communication, one thinks of trade media, business media, or specialized topic portals. The equation seems simple: whoever sells to companies must appear in the media that companies read. However, this view often falls short.
However, regional media relations can also be very important for B2B companies. Whether it is to gain a profile in the region – for example as an employer – or to position offerings specifically in certain regions. We increasingly observe that it is crucial for our B2B clients to be visible in specific regions. Therefore, we are implementing communication through regional daily and also regional trade media more and more frequently.
The decision for regional communication depends heavily on the business model and the sales structure. There are three central scenarios in which regional visibility makes a difference:
1. Support of a regional sales network: If a company has regional sales teams, local media presence provides direct conversation starters. The sales team can use these current occasions in their own outreach. An article in the local daily newspaper about a successful project in the neighborhood is a much stronger door opener than a generic glossy brochure.
2. Interaction with the public sector (B2G): If you are frequently procured by the public sector or need to interact extensively with municipalities and cities, it is very important to be visible in exactly that region. Mayors, city councilors, and municipal decision-makers primarily inform themselves through regional media. Those who appear as a reliable partner here have a head start in terms of trust in tenders and projects.
3. Regional sales focus: Or when you have a sales focus directed at a specific region. A good example is Fortinlease, a regional VC fund we support in communications. Since visibility among companies in the region is very important for this fund, because it primarily targets one region, the focus here is just as strong on regional media as on supra-regional business or start-up media.
An excellent example of successful regional B2B communication is TOMRA Collection, a manufacturer of deposit return machines. The company regularly benefits from regional attention when a new, innovative deposit return machine is installed.
Why does this work so well? Because the customer (e.g., a supermarket) who installed the machine is pleased with the visibility. At the same time, other retailers also notice that someone in their region now has this machine as a competitive advantage. This leads to them being more open to sales outreach in the region as well.
Another example is TOMRA Reuse, another business unit of Tomra, which manufactures return machines in public spaces – for example, for the return of reusable coffee cups and similar products. For them, it is also very important to be visible 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, a look at the following matrix helps:
| Objective | Target group | Suitable media | Expected effect |
|---|---|---|---|
| Sales Enablement | Regional dealers, branch managers | Local daily newspapers, regional business publications | Direct conversation starters for sales, "fear of missing out“ among competitors |
| Public Affairs / B2G | Local politicians, city administrations | Regional sections of major daily newspapers, municipal magazines | Building trust, positioning as a solution partner for local challenges |
| Employer Branding | Specialists from the region | Local media, regional radio stations | Increasing awareness as an attractive local employer |
| Investor Search | Regional mid-sized companies, family offices | Regional business magazines | Visibility with potential co-investors or target companies |
In B2B communication, one should also find regional topics and opportunities. It is not about replacing trade media, but about supplementing the communication strategy where purchasing decisions are made or influenced locally.
Why should B2B companies appear in regional media? Regional media relations support B2B companies in employer branding, building trust with municipal decision-makers (B2G), and providing the regional sales team with concrete conversation starters. It makes abstract B2B solutions tangible on the ground.
Which B2B topics are suitable for the local press? Concrete application examples from the region work particularly well, such as the installation of a new system at a local customer, investments in the location, creation of jobs, or cooperation with the public sector.
How does regional PR support B2B sales? Regional coverage of a successful customer project generates attention among other companies in the same region and often a certain competitive pressure. Sales can use these articles as a direct hook for cold outreach.
Is regional PR a substitute for trade media work? No. Regional communication complements trade media work. While trade media underpin technological expertise and industry competence, 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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