Spending valuable staff time on social media engagement or fiscal resources on media advertising for branding campaigns is not common in many B2B companies. This is understandable; the ROI on either investment is difficult to track. But management can and should engage in public relations campaigns. The capital and human resource costs of PR campaigns are more conducive to the B2B sales cycle. Even if you have to become your own PR representative, it's possible to build a positive brand in your industry with a consistent media.