PRovoke Media partnered with the Hoffman Agency to explore how public relations ideas and strategies can be deployed to address B2B challenges and drive tangible, sustainable business outcomes. The discussion featured the following panellists: Justin Lam, Business Executive Officer, Nespresso HK & Macau Marty Filipowski, Director of Public Relations, APJ, Nutanix David Hardoon, Managing Director, Aboitiz Data Innovation Caroline Hsu, Managing Director AP, The Hoffman Agency Sheel Kohli, Chief Marketing Officer, Eqonex Arun Sudhaman, Editor-in-Chief, PRovoke Media (moderator) 0:00 Introductions & relevant experience 6:05 Changing role of PR in B2B marketing strategy 23:27 Long term objectives vs short term focus 29:34 Understanding what PR can accomplish 35:40 Changes in PR investment, from media relations towards social media, owned/paid content and influencer marketing 50:05 Using data and commstech to measure and prove return on PR investment 1:07:17 Quality of B2B content

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“What did the council decide on item 42?” — answered with the speaker and the moment.

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