Refreshed focus sets stage for next 10 years

Refreshed focus sets stage for next 10 years

B2 Communications turns 10 in 2020, and we’ve had a lot of fun in building one of the Tampa Bay area’s top public relations agencies over the past 10 years.

The ability to flexible and nimble has always been one of the keys to our success. And as we mark this anniversary, we’re making some changes to continue our momentum and chart a successful path forward for the next 10 years.

First, we’re refocusing on a consultative, strategic approach to our work with our clients. Our clients value our thoughtful and strategic counsel on business challenges and public relations opportunities. The public relations counsel that we provide to CEOs, senior executives and PR directors has a major impact on their organizations, and it’s one of the most sought-after services that we provide.

This consultative approach to public relations might mean that we’re working with senior leadership to align communications with organizational goals, refresh an organization’s messaging, or develop communications plans that will have real impact. Or it might mean helping a startup or fast-growing company structure their PR department for long-term success.

We’re also focusing more on three particular types of public relations work in response to clients’ needs:

Public engagement: B2 has worked with a number of clients on public engagement projects that move our community into new directions and enhance the region’s quality of life. Our work in public engagement includes engaging stakeholders, creating opportunities for input, educating neighbors and community members, and providing updates on progress.

Employee engagement: Organizations often come to B2 asking if we can help positively impact employee recruitment and retention. When done well, PR is a powerful tool for attracting top talent and retaining employees – a key concern in a tight labor market. Some of the ways that B2 can help with employee engagement: strong CSR programs, well-defined values that are reflected in the company culture, and clear internal communications.

Coaching: B2 has always offered training and development for our internal team and for our clients, and we’re expanding the dedicated coaching and training sessions that we offer for in-house PR teams. These coaching services might mean sessions on writing and editing, media training, media relations or other PR topics.

Work in these three service areas is enjoyable and fulfilling for us, and we’ll be actively pursuing more clients that could benefit from these public relations services.

In addition, we returned to a business practice that we used in B2’s early days. Over the past year, we built partnerships with a number of Tampa Bay’s top public relations practitioners to add to our team’s capabilities and capacity. Our partners are smart, strategic professionals who have significant PR experience, and they offer additional resources or specialized expertise for our clients.

Our clients benefit from our partners’ proven skills and abilities to think of new, creative ways to make an impact. Our strong partner network means we have fewer full-time staff on our team, but it also means our clients have greater access to seasoned public relations pros.

As we worked through these shifts, we realized that our office space in the Gateway area of St. Petersburg didn’t support our vision for B2’s future. So, we’ve subleased the space and our team is working virtually.

Nothing changes in our work for our current clients, many of which have been with us for many of our 10 years. And we look forward to offering more coaching and consulting, and expanding our resources in public engagement and employee engagement.

We look forward to the next 10 years of B2, knowing we’ve found a path forward that maximizes our skill sets and allows us to do the kind of work that we enjoy most.