Make Sure Your B2B Communication is Still Human
By Rachel Kerstetter, PR Architect, Sonnhalter
When it comes to B2B communication, sometimes we get a little too caught up in the 2 Bs (business and business) that we forget about the Hs, Humans. Your organization is made up of human beings and the businesses that make up your target audience are also made up of human beings.
When you recognize that your audience is made up of humans, you’re already one step toward more effective communications. Communicating with humans means you need to take into account emotions as well as logic and make an effort to connect on a personal level.
Mike McDougall gave a presentation at the PRSA International Conference on using the HUMAN method to connect with B2B audiences. Here’s the model: (more…)