Umpf B2B PR
At Umpf, we’ve helped B2B brands cut through industry noise with smart strategies, standout stories, and expertly delivered campaigns. Businesses looking to raise their profiles, launch a product, or speak directly to customers, can benefit from our support to bring the right blend of creativity and commercial thinking.
From professional services to new technologies, manufacturing to finance, B2B PR is all about making meaningful connections with the audiences that matter. It’s not just about media coverage, but about building credibility, trust, and tangible results.
What is B2B PR?
B2B PR (or business-to-business PR) helps companies communicate with other businesses, mostly – but not exclusively – through mainstream media and social media. It’s about building brand reputation and visibility through ideas, news and thought leadership within specific industries.
Sometimes referred to as corporate PR or trade PR, B2B PR uses storytelling, media relations, content creation and reputation management to build trust and drive goals whether that’s investment, recruitment, lobbying or gaining new business.
Read on for:
- Umpf’s 4 B2B PR Services
- 5 top B2B PR Campaigns
- Our top 10 Umpf B2B PR Examples
B2B PR: Why It Works
B2B PR works best as part of a consistent, long-term strategy – not just a one-off announcement or campaign. Just as a PR stunt should be supported by an always-on press office, B2B communications need to be sustained and strategic, keeping up momentum with consistent proactive PR activity – similar to other PR strategies, such as experiential PR events or crisis communications. That way, your brand builds visibility and trust over time, not just in bursts of media coverage that can be forgotten in the ever-changing news cycle.
Done well, B2B PR offers a wide range of benefits, including:
- Building reputation – position your brand as a credible expert and trusted partner within your sector.
- Targeted media coverage – secure high-value coverage in trade titles, business press and relevant publications that stakeholders and decision-makers read and engage with.
- Thought leadership – show your expertise with authored articles, speaking opportunities, and insightful commentary to position your company’s representatives as knowledgeable and trustworthy.
- Generating leads and sales – support sales and business leads by creating compelling content that nurtures potential prospects and supports credibility.
- Internal & stakeholder comms – keep staff, partners, and investors informed and aligned with strategic updates and key messaging.
- SEO & digital profile-building – high-authority backlinks and consistent coverage help improve search rankings and brand visibility online.
Umpf’s 4 B2B PR Services
Effective B2B PR helps a business stand out in competitive markets, build authority, and connect with audiences that matter. At Umpf, we understand how to turn technical topics and complex messages into compelling stories to help brands speak to decision-makers, stakeholders, and trade audiences across a range of sectors.
With strategic thinking and industry insight, we deliver integrated B2B campaigns that combine media relations, thought leadership, and digital tactics to maximise impact and drive measurable results.
Umpf can elevate your B2B communications through:
1. Strategic Media Relations
We secure high-value coverage in business media, trade publications, and sector-specific outlets your audience reads and trusts. From product launches to business milestones, we land stories where they count.
2. Thought Leadership & Executive Profiling
We position your key spokespeople as authoritative voices in your industry through media interviews, commentary, and speaking opportunities to help build personal credibility and influence that really speaks to your stakeholders.
3. Corporate & Stakeholder Communications
We support internal, investor, and stakeholder communications to ensure clear, consistent messaging that builds trust and strengthens your relationships across every part of your business network.
4. B2B Content Creation
From whitepapers to case studies and insight reports, we create valuable, on-brand content that supports sales, strengthens SEO and reinforces your expertise. We also work with industry influencers, whether that be tradesman or key voices that influence stakeholders.
5 Brilliant B2B PR Campaigns
1. Pint Map of London – Raising the Bar for B2B PR
StoreKit created a London Underground Pint Map showing the cheapest pint at an independent pub near every tube station – a simple but clever idea that blended consumer appeal with B2B impact. By contacting 263 pubs in London to ask about their cheapest and most popular pint, StoreKit not only created a viral piece of content, but also connected with hundreds of pub owners – their key target audience. The campaign landed widespread media coverage and drove a significant uplift in organic traffic and SEO performance, all while sparking conversations with the very businesses they aim to serve.
Image source: www.storekit.com
2. Spotify’s “Wrapped for Advertisers”
Spotify released a version of its now iconic ‘Wrapped’ in the form of downloadable insight reports, targeting its B2B audience by showing how ads on the platform benefit businesses. This showcased how the platform uses its own data to hyper-target specific audiences for effective ad campaigns and proves the value of advertising on the platform. This is a key example of how a brand that offers both B2C and B2B services can tailor successful campaigns to suit both audiences.
Image source: www.spotify.com
3. Farmers Against Farmwashing – A Powerful Stand for Transparency
Riverford Organic launched a bold campaign exposing how supermarket branding misleads consumers and threatens the future of small British farms. Fronted by real farmers and supported by a compelling docuseries that was seen over 12.8 million times, the campaign triggered 11,000 letters to MPs from the public.
The topic was debated in Parliament and the brand’s website had a 45% uplift in traffic. This strategic B2B PR campaign challenged major retailers, influenced policy conversation, and positioned the brand as a values-led industry leader – perfectly building its reputation, rallying stakeholders and delivering impact.
Image source: www.Stopfarmwashing.co.uk
4. IBM Makes Cybersecurity Impossible to Ignore
IBM used storytelling to drive home the importance of cyberattack recovery planning, highlighting a serious problem for businesses that the brand can help solve. A suspenseful film captured attention across social media, and IBM hosted live events that simulated a cyber-attack to give businesses a full understanding of what’s at stake. With 4.78M impressions on Facebook, 682K on LinkedIn and a 50% high-quality lead rate, this B2B campaign blended emotional storytelling with practical relevance to position IBM as a trusted authority in cyber resilience.
Image source: Myriad via Facebook
5. Tudder – The Moo-dern Way to Match Livestock
Hectare launched Tudder, a tongue-in-cheek “Tinder for cows” app, to raise awareness of its livestock trading platform. Farmers can swipe through real cattle profiles – complete with moo sounds and matchmaking bios. With a timely launch supported by playful Valentine’s cards to journalists and a how-to video, the campaign achieved global media coverage, landing in The Guardian, BBC, New York Post, and even The Late Late Show with James Corden. A clever B2B PR idea that proved farming and innovation go hoof in hoof.
Image source: www.sellmylivestock.com
10 Umpf B2B PR Campaigns That Mean Business
1. Lobbying #Speakupfortravel with TTNG
We supported The Travel Network Group, the UK’s largest membership consortium for independent travel businesses, with its participation in the Travel Industry Day of Action, where it was asking the Government to provide sector-specific support to the travel industry during the pandemic.
We developed and issued a statement from The Travel Network Group ahead of the event and pitched interviews with CEO Gary Lewis to broadcast media. Comment and interviews were secured with The Independent, The Telegraph, BBC News, LBC, MSN, Sky News, GB News, Daily Express, Travel Weekly, TTG, Times Radio and TalkRadio.
2. The International Brewing & Cider Awards
Hailed as the ‘Oscars’ of the brewing world, we provided B2B PR support to the International Brewing & Cider Awards to raise awareness of its trade competition and drive entries. Through an integrated approach, we combined media relations, social media and traditional media buying on an international scale to generate over 200 pieces of coverage across the globe – 97 of which was published pre-awards – and 11.1K clicks to the website.
3. Her Royal Highness The Princess Royal’s visit to Harrison Spinks 
In 2025, The Princess Royal visited Leeds-based luxury British bedmaker Harrison Spinks on a tour of its farm and factory, presenting the company with a prestigious King’s Award for Sustainable Development. We liaised with the Royal press office, drafted a press release, organised photography and invited media on the day, as well as ensuring all staff were briefed and interview-ready ahead of the big day.
We achieved 47 pieces of coverage including BBC Look North, ITV Calendar, The Times, Daily Express, and key Yorkshire, trade and business titles. We’ve done many B2B PR activations for Harrison Spinks and its numerous King/Queen’s Award wins over the years, but this one takes the crown.
4. William Hill Sports Book of the Year Awards 
We supported William Hill on a nine-month campaign culminating in the 2023 Sports Book of the Year Awards at BAFTA, London. The event welcomed 120+ guests including authors, media and sports fans. Lauren Fleshman’s Good For a Girl made history as the first woman’s memoir to win in the award’s 35-year history. Umpf managed event logistics, media interviews and social content, securing over 80 pieces of coverage including Sky News, The Times, Metro and The Daily Mirror. The books were then donated to men’s suicide prevention charity, Andy’s Man Club, with hopes of supporting those going through difficult times with the power of reading.
5. Shining a light on women in trade with 4Lite
We developed a targeted influencer campaign for lighting brand 4Lite to reach electricians on social media – a niche B2B audience. By recruiting credible trade influencers like Els Electrics who uses her platform to show her journey as a woman in the trade (her 4lite TikTok content had over 267K views!) we amplified brand visibility across commercial, domestic and industrial sectors to deliver a 402K reach and over 20K engagements.
The 4Lite team also attended Screwfix Live – a key date for the industry – with special guest and long-term influencer partner @Shes_Electricx. She engaged attendees at the brand’s stand with talks and demonstrations, captured social media content, and encouraged sign-ups.
View this post on Instagram
6. Spinks Launches a Recyclable Rail Seat
We helped launch spring manufacturer Spinks’ new 100% recyclable rail seat, with strong trade engagement that helped position Spinks as a leader in sustainable transport innovation. We drafted press releases both announcing government funding for the new innovation, then for the launch of the final product, as well as organising photography for its stakeholder launch event and inviting select media to produce impactful coverage in publications read by the transport industry.
7. Land Approvals for Landsec
We supported Landsec and St David’s on regional B2B comms throughout its planning submission for a new city square on the former Debenhams site, through to the final approval by Cardiff City Council. Our release generated more than 70 pieces of coverage which, as well as retail and business media, also included regional front pages as well as national mentions in The Sun and Daily Express.
8. #NHyeS Award-Winning NHS Campaign
We created an award-winning integrated health PR campaign for NHS department Health Education England to highlight apprenticeship opportunities within the NHS. Using PR, social, paid activity, and a stunt, we used news generation and case studies to drive traffic to the NHS job page, creating a geotargeted Snapchat filter which displayed one of five available apprenticeship roles that were promoted to users at job centres.
This was the first time NHS Health Education England had used Snapchat as a marketing tool. Media coverage topped 30 pieces including nationals, regionals and broadcast and Facebook content reached two-thirds of a million. This resulted in web traffic increases of 122% and users up 94% on the recruitment page. During National Apprenticeship Week, page views on www.jobs.nhs.uk were up 75%.
9. Launching Keepmoat’s Skills Hub with NHBC
Umpf supported the launch of Keepmoat Homes’ new bricklaying Skills Hub at its The Rise housing development in Newcastle, aimed at tackling the construction skills shortage and boosting local employment. Our integrated PR activity included managing announcement and launch press releases, organising photography and media invites for the opening event, and securing coverage in key regional and trade titles including Northern Echo and Chronicle Live. We also produced shareable video content and student case studies to promote the hub across digital channels and social media to encourage future sign-ups.
10. Launching Harrison Spinks’ Sustainability Report
Helping Harrison Spinks design and launch its first annual Sustainability Report is a piece of work we’re pretty proud of. As well as supporting with copywriting and designing the interactive report, we devised a launch plan including social content a press release, interview and paid opportunities within the trade press, resulting in coverage with multiple angles to suit different media types highlighting both the report itself and the new business initiatives announced within it.
Why choose Umpf as your B2B PR agency?
- We combine strategic insight with journalistic instinct, working closely with B2B clients to understand key goals – whether it’s growing market share, launching a product, or shaping policy conversation.
- Our approach blends traditional PR, content marketing, social media, influencer partnerships, and creative campaigns to target and engage the audiences that matter.
- Over 15 years’ experience building relationships with journalists in a range of sectors, as well as long-term clients that trust us to deliver.
“We’ve been working with Umpf for seven years now and their expertise has been invaluable in sharing our story. As a luxury bedmaker committed to responsible manufacturing, we need to effectively communicate both our British craftsmanship and our environmental dedication, which Umpf has done time again.
“From securing media coverage for our brand ethos, products, and industry leading initiatives and innovations, to supporting with events and award entries, they understand our brand heritage, our values and how we’re cut from a different cloth. Umpf are hard-working, insightful, quick to respond and great fun to work with. As a team, we have achieved some fantastic results.”
Sarah Womersley, Marketing Director at Harrison Spinks.
B2B Trade PR FAQs
1. What makes B2B PR different from consumer PR?
B2B PR targets decision-makers, industry bodies, and professional audiences – often with a longer lead time and a more targeted focus on credibility, detail and technical understanding.
2. How much does B2B PR cost?
Budgets vary depending on scope, but we work with clients of all sizes and can scale our approach to match your needs.
3. Which sectors do you work with?
We’ve worked across manufacturing, engineering, property, tech, health, transport, travel, sustainability, and professional services – from challenger brands to heritage businesses.
4. Can PR support lead generation?
Yes – well-placed trade press, social campaigns, SEO content and expert-led storytelling can all influence procurement and purchasing decisions.
5. How long does it take to see results?
Some campaigns can deliver fast, measurable coverage. Others, like thought leadership or SEO content, build value steadily over time. We’ll advise you on both.
Get in touch to find out how Umpf can help create lasting impression for your business.