B2B PR · Manchester, North West & UK
B2B PR agency in Manchester.
Build the reputation that helps open doors, influence decisions and keep your organisation in the conversation.
Sugar PR helps ambitious private and public sector organisations make their expertise better known to the people who influence their success.
In markets where decisions take time, your reputation has to work long before a buyer is ready to choose. We bring strategic PR direction and practical media relations together to help you reach influential audiences across the North West, UK and international markets.
Reputation and the buying cycle
B2B decisions take time.
No one appoints a supplier for a complex project because of one article. But the coverage, commentary and company news people see over time can influence how they view you when a decision comes up.
We help you find stories that are worth telling, explain your expertise clearly and put it in front of the people who need to know about it. That gives buyers and other stakeholders more to go on when they’re comparing organisations, discussing options or looking for a partner.
It also gives your sales and marketing teams credible material to build on: an expert quoted in the trade press, a company milestone covered by relevant media, or a clear point of view on an issue affecting your sector.
Strategic direction and delivery
B2B PR built around your priorities.
We connect your PR communications to the business objectives, audiences and opportunities that matter.
PR strategy and direction
We define the audiences you need to reach, the messages they need to remember and the opportunities where PR can make a useful contribution.
Trade and national media
We develop stories and expert commentary for the trade, business, regional and national media your professional audiences read.
Corporate PR and leadership profile
We help senior leaders communicate with clarity and authority, building recognition around their expertise and business direction.
Sector campaigns and thought leadership
We turn specialist knowledge into useful commentary, distinctive stories and ideas that engage the people in your market.
Product and service launches
We plan communications for new products and services entering the UK market or reaching audiences internationally.
Stakeholder and reputation communications
We help you communicate with investors, regulators, commissioners, partners and other groups with a direct influence on your success, including crisis communications support when needed.
Business audiences
Put your expertise in front of the right people.
B2B decisions involve different people, questions and levels of risk. Your communications should give each of them a clear reason to understand your organisation.
For buyers and decision makers
Make your expertise easier to assess
Buyers need to understand what you do, where you add value and why your organisation is credible. We develop stories and commentary that explain your work in terms your market can recognise.
For partners and stakeholders
Build recognition beyond the sales conversation
Your reputation also matters to investors, regulators, commissioners, collaborators and other organisations that can affect your progress. We help keep your work and expertise visible to them.
Specialist and high-value markets
For organisations with complex stories to tell.
Technology and innovation
Explain what your products make possible, establish expertise and make complex ideas relevant to customers, partners and investors.
Manufacturing and engineering
Bring attention to the people, investment, innovation and technical capability behind your business.
Industrial services
Show how your work answers important needs across infrastructure, construction, logistics and industry.
Commercial and public services
Communicate with clients, commissioners, regulators, partners and other influential stakeholders.
New ambitions, new audiences
Take your next move to market with confidence.
A new product, service, market or leadership team creates an opportunity to explain what your organisation is doing and why it matters. We help you find the clearest story and plan communications around the people who need to hear it.
That may mean building visibility with trade media, introducing your expertise to national outlets or coordinating activity for a product or service launch in the UK and overseas.
Depending on your objectives, audiences may include:
- Customers, buyers and technical decision makers
- Investors, funders and business partners
- Regulators, commissioners and public bodies
- Trade associations and sector influencers
- Employees and potential recruits
A senior PR partner for your team
Strategic PR, with clear reporting.
We enjoy working with demanding sales and marketing teams and understand the need for a clear view of what PR is doing for the organisation.
Start with your priorities
We get to know your organisation, market, audiences and ambitions before shaping the communications approach.
Choose the right stories
We agree what you need to say, who needs to hear it and where PR can help you make progress.
Show what is gaining traction
We report on activity, coverage, message visibility, audience relevance and the next opportunities to pursue.
We can lead an ongoing programme, work alongside your in-house team or focus on a specific campaign or launch. We are based on King Street in Manchester and work with organisations across Greater Manchester, the North West and the UK.
Start a conversation
Let’s talk about your organisation.
Tell us what you want to achieve, who you need to reach and where stronger communications could make a difference.
Your questions answered
Questions about B2B PR.
What does a B2B PR agency do?
Sugar PR based in Manchester will help your organisation build visibility and credibility with business audiences. This can include media relations, corporate PR, leadership profile, sector campaigns, thought leadership, product launches and reputation support.
Can PR support a long B2B sales cycle?
Yes. PR can build familiarity and confidence, helping potential buyers better understand your organisation before a decision is made. It supports your wider sales and marketing activity; it does not replace it or guarantee a commercial result.
Which sectors do you work with?
Our focus includes technology, manufacturing, engineering, industrial and commercial services, as well as public sector and non-profit organisations and businesses working with public bodies. We shape each programme around the organisation, its audiences and its priorities.
Do you work with in-house sales and marketing teams?
Yes! We work perfectly alongside sales, marketing and leadership teams, agreeing how PR supports the wider business plan. We can lead a programme, provide additional senior capacity or deliver a specific campaign or launch.
Do you provide PR for public sector organisations?
Yes. We support public sector organisations and organisations communicating with public sector audiences. Activity can be tailored to commissioners, regulators, partners, communities and other stakeholders involved in the issue or service.
Do you provide consumer PR?
No. Sugar PR focuses on private and public sector organisations communicating with professional, business and institutional audiences. We do not offer 'consumer' PR campaigns.
Can you support product launches in the UK and internationally?
Yes. We often develop launch communications for products and services entering the UK market and support organisations planning activity for international audiences. The scope depends on the markets, media and stakeholders involved.
How do you measure B2B PR?
We agree objectives at the outset and report against them. Depending on the brief, measures may include the relevance and quality of coverage, inclusion of priority messages, visibility among target audiences, leadership opportunities, website engagement and enquiries that can be credibly linked to the work.