Accounting, customer ratings, real estate leasing or mobile POS systems, many business models today are no longer aimed at consumers but at other companies as customers. But how can they be made aware of these services? PR is an often underestimated component of corporate communications. For example, reports and guest articles in suitable vertical media carry expert knowledge from the company to potential customers. Trade show appearances and panel discussions also offer an effective way to profile founders, CEOs or managers as experts in their field. Brand-building storytelling is also extremely useful here in linking the services to the company behind them and bringing potential customers closer to the services. In this way, the brand becomes a mentor in its own industry and supports its customers, for example, as accounting experts or consultants for employee development.