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Health B2B PR is much more than being personable. You have to be persuasive, persistent, patient and positive, as well as good at developing relationships.

When I was a year or two out of college and working in public relations, I remember going to some local PRSA gatherings and listening to PR students in the room introduce themselves. Invariably, there was always one or two students who stood up and announced that they were getting into the PR field because they “liked working with people.” I remember thinking at the time, “You’re in for a rude awakening.”

Not that liking people isn’t a good attribute when you’re working in public relations. My first job out of college, I worked a lot with people, and I liked it. But they didn’t necessarily like me. I worked for a heavy highway construction company, which at the time was re-building the main interstate freeway that runs through Salt Lake City. As a member of the company’s community relations team, part of my job was working with business owners whose business access was to be severely curtailed. Needless to say, I wasn’t the most popular person around.

In the years since, the public relations work I’ve done hasn’t been nearly as polarizing, but my opinion about public relations is the same: it’s tough work. You have to be persuasive, persistent, patient and positive, even in the face of inevitable rejections. You have to have a nice mix of left- and right-brain thinking. And you have to be good at developing relationships.

In the B2B realm, you can have all of the above attributes and still not be successful. If you don’t have the elements of a good story, or if you can’t tell that story effectively, you’re not going to get much attention for your organization, product or service.

This month on the Health B2B Marketing blog, we’ll discuss Health B2B PR: What makes a good story and how to tell it, how to go about working with the media and how social media is changing the face of B2B PR. If you have ideas about any of these things or a request on the topics you’d like to see covered, please share in the comments.

Read More: http://healthb2bmarketing.com/2010/11/in-november-health-b2b-marketing-is-all-about-health-b2b-pr/