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Securing coverage in your relevant trade media can be a fast-track to establishing your thought leadership programme. For more information on what exactly thought leadership is, check out this episode of the Revitalise & Grow podcast.
Business-to-business (B2B) or trade media relations is a specialised field that often lacks the level of attention and advice that business-to-consumer media relations receives. There are some extremely niche B2B magazine titles out there and while their agendas are undeniably very different to those of the national or consumer press, it’s important to recognise their significance.
At the top of the list of FAQs about trade media relations is, “Why should we focus on trade publications if they are not very well known?” The answer to this is that just because these publications are most likely to be completely unknown by the general public, they are often read and respected within their own specialised industry. In a world filled with a constant stream of information, there is high demand for the insight that the trade press provide and when done correctly, trade media relations can be an effective tool to further your campaign and business.
The following dos and don’ts should help you towards gaining more coverage in the trade press:
- DO know your niche. DON’T try and bluff your way through.
Many trade press editors have qualifications and experience in their sector and equipped with this in-depth knowledge, they don’t suffer fools gladly. With this in mind, it is important that you know what you are talking about – read around the subject, speak to experts and make sure that you are aware of the issues facing the industry.
- DO tailor your content. DON’T assume that because you think something is newsworthy, everyone else will be interested.
Relevance is key when pitching stories to the press, and this is even more so the case with the trade press. You could have the best story in the world, but if it is not relevant to the publication in question, they will not be interested! To make sure that this doesn’t happen, do your research – look at what articles they have published before, who their readership is and where are they based? All of this can help you produce quality, relevant content which will not only spark an editor’s interest, but have them coming to you with ideas on how to collaborate in the future.
- DO work at building relationships. DON’T be a stranger.
Networking is key in business and trade media relations is no exception. Having a good relationship with editors of key trade publications puts you and your business at the front of their mind. If they can put a face to your name, an editor is much more likely to be interested in your pitch or to co-operate when conducting an interview. Furthermore, if flexibility is needed on a deadline, a good relationship with the editor makes all the difference between getting your business in a key trade publication and missing the opportunity completely.
While trade media relations raises a variety of unique challenges, if you follow these steps, you’ll be well on your way to seeing your business in the best B2B publications for your sector!