Strategic Communication Approaches in B2b Projects
Strategic Communication Approaches in B2b Projects

Author(s): Anita Bedin
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: strategic communication; core communication principles; storytelling
Summary/Abstract: This article examines strategic communication approaches in Business-to-Business (B2B) projects through a qualitative case study of the Kärcher Bulgaria “Car Wash Project”. The study aims to analyze how communication strategies, tools, and messaging contribute to building an expert image and achieving measurable business outcomes. The research applies a qualitative methodology based on media monitoring, analysis of corporate communication channels, and review of academic literature. The findings demonstrate a strong correlation between strategic communication planning, integrated media execution, and achieved business results, including increased inquiries and turnover growth. The study contributes to the field by outlining practical and transferable principles for effective B2B communication, while also highlighting the importance of data-driven evaluation and ethical communication practices.

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