| What's B2G...and why will that sector soon be | | | | There are many publications designed to help |
| spending hundreds of billions of dollars purchasing | | | | government officials better understand how to do their |
| services and goods that firms like yours supply? | | | | jobs, what companies can best help them fulfill |
| B2G means Business-to-Government. It's the vast | | | | programs and who are the most reliable providers in |
| local-state-federal sector that purchases everything | | | | the marketplace. That's where public relations services |
| from architectural services to zoological microscopes. | | | | come in. It works just like the private sector. B2G |
| It's the market that nearly all politicians think must be | | | | publications have editors and reporters. In fact, most of |
| expanded to get us out of this deep recession. For | | | | these publications are owned by private companies |
| instance, environmental industries alone are pushing for | | | | and focus their editorial content on government |
| approval of more than $400 billion in federal projects. | | | | workers and others in the B2G ecosystem. |
| You can worry about who is going to pay for all of | | | | So the same effective PR rules apply. Our agency |
| this later. (Or your kids can.) Right now, it is your | | | | can help you research and write story pitches or |
| patriotic duty to get your share! | | | | news releases and get your firm publicity in publications |
| So you've always heard that you had to bribe | | | | read by government officials and managers of prime |
| someone to get a government contract...that it takes | | | | contracts. It is also helpful for you to make speeches, |
| forever to get paid...that the paperwork is | | | | attending conferences and serve on panels covered |
| nightmarish...and that you have to cut your costs to the | | | | by journalists. |
| bone to get approved as the lowest bidder. All of that | | | | Other marketing tools are useful, such as direct mail, |
| has surely been true at times, and some of it still is, but | | | | ads, Web and online marketing, seminars, sponsorships, |
| the government procurement process is mostly | | | | etc. Government officials are just another distinct |
| rational and fair. And let's face it, with business slowing | | | | market segment. The messaging will vary some, and |
| in the private sector, it makes sense to explore B2G. | | | | there is much more accountability stressed in the |
| Marketing to government officials is very similar to | | | | government market. Attention to details in serving the |
| marketing to the private sector. In fact, a major portion | | | | government is paramount. But government officials |
| of government disbursements are actually | | | | buy goods and services much like the rest of us. They |
| subcontracts you get from other private firms. That | | | | are responsible for quality, performance and price. And |
| means you could be providing goods and services to a | | | | they want to know which firms can best provide |
| large "prime" contractor who has already gotten the | | | | services and products to government. |
| government project and needs help fulfilling it. | | | | So the next time you read that the government just |
| Public Relations Works | | | | allocated a hundred billion dollars for something called |
| Whether you are marketing directly to an agency or to | | | | 'infrastructure," find out what that is. It might involve |
| a prime contractor, you will need to communicate your | | | | something you're selling. |
| firm's competencies. Many of the same methods you | | | | Feel free to forward this marketing memo to anyone |
| use in the private sector will apply. After all, | | | | you think might benefit from it. |
| government officials read. | | | | |