To some, business to business PR may seem dull in comparison to the flashy consumer media "fun" campaigns. But because it need to understand the dynamics of the commercial or industrial subjects, business to business public relations is far more interesting in depth and can achieve remarkable public relations success. The dynamics means understanding how the particular sector works and does business. Therefore , what functions and attitudes must the business public relations campaign influence to change minds, introduce a new service or product and eventually make a sale. In Business , the reasons for the changing of an opinion or for making a buying decision are always as human as for consumer products - but far more rational . Business to business public relations has to find those rational appeals which will actually sell. Again targeted media, new research, events, training, seminars are all part of a business to business public relations coordinated plan.