Making your B2B business less boring


16th January 2024


Leigh-Ann Hewer

Reading time

3 minutes

When it comes to busines-to-business (B2B) PR, many companies grapple with the idea that what they do or offer is too mundane to capture the attention of the media. They worry that their story won’t resonate, leaving them convinced that their business lacks the spark necessary to engage audiences. However, breaking through the perceived monotony is far from impossible. In fact, by focusing on three key areas, any B2B business can transform that narrative.

The People

It is a truth universally acknowledged that people buy from people. In the B2B world, where transactions are often based on relationships and trust, highlighting the individuals behind the business becomes crucial. These individuals, with their multifaceted personalities and experiences, have the power to inject life into an otherwise dull narrative. Allow your team to shine by showcasing their strengths, weaknesses, and passions. Let their stories, told in their own voices, give your business a human touch.

Consider the phenomenon of daily vlogs on platforms like YouTube. While the tasks performed by the vloggers may seem ordinary, (changing nappies or going to the shops) the audience connects because they feel a sense of relatability. So apply this concept to your B2B business. Share behind-the-scenes glimpses, personal anecdotes, and moments that reveal the human side of your business. By doing so, you create a connection that fosters a more engaged and loyal customer base.

The Founding

Dig deep into the roots of your business – do you have an intriguing founding story? Whether it’s born out of a personal frustration or a desire to address a broader industry issue, your founding narrative can be a powerful tool for capturing attention. Perhaps your business emerged as a solution to a problem you faced, or maybe it was a response to a gap in the market. Share the journey of how it all began, showcasing the passion and determination that led to where you are today.

These stories resonate with audiences because they provide insight into the authentic motivations driving your business. When people understand the “why” behind what you do, they are more likely to connect with your brand on a deeper level. Craft your founding story into a compelling narrative will make it more appealing to both media outlets and potential clients.

The Tone

The way you communicate your story matters just as much as the story itself. If you want people to find your business interesting, you have to present it in an engaging way. The tone you adopt plays a pivotal role in this. Avoid dry, corporate language and instead opt for a conversational and relatable style.

Consider the tone of successful influencers or content creators who effortlessly connect with their audiences. Infuse enthusiasm, authenticity, and personality into your communications, whether through press releases, social media posts, or company blogs. By adopting a tone that resonates with your target audience, you can transform your business narrative from something mundane into something intriguing or entertaining.


In the competitive landscape of B2B, the key to standing out lies in the art of storytelling. By focusing on the people, the founding story, and the tone, you can elevate your business and make it about something bigger. Embrace the human side of who you are as an organisation, unveil the compelling story behind its creation, and communicate with an engaging tone that captivates your audience. With these strategies, even the seemingly mundane can become a source of fascination for the media and your customers alike.


You’ll find more about B2B vs B2C PR on our blog.