Trade Media: Making a Bigger Impact
While trade media outreach sometimes takes a backseat to national media, it may be time to reconsider its role in your PR efforts. Why? It can be an invaluable part of your PR program, reaching niche audiences that can have a bigger impact on your business goals and establishing you as a leader in your industry. Here are a few reasons why trade media should be front in center in your PR program:
You can reach a highly targeted audience
Let’s get one of the top concerns about trade publications out of the way: they may not have the massive following of national outlets, but in reality, their smaller subscriber count is a great advantage to your PR program.
These specialized publishers target only one industry – software development, consulting or manufacturing, for example, and there are trade publications for every industry. The majority of their readers are knowledgeable in their respective fields. Typically, they are highly passionate about industry topics, and it’s likely that many will be interested in learning about your product, service or reading your thought leadership. The highest impact stories aren’t always a matter of hitting the biggest audience — often, they’re about targeting the right audience.
You can take a deeper dive with trade media
Since trade media audiences are educated on your industry, they offer the chance to showcase the depth of your expertise, particularly in technical or niche industries. For example, while you may not be able to cover all the details of a new product when working with mainstream media, trade media audiences often want the nitty-gritty detail. Trade media are often happy to discuss the ins-and-outs of a new product or point of view at length to gain a more complete understanding.
In interviews, reporters will be more educated on industry topics and ask more in-depth (and sometimes tougher) questions. This is also an opportunity to dive deep into a story or issue in ways that may not be relateable to a general audience.
It increases your credibility and establishes you as a major player
For those that are launching their PR program, have recently started a new business, or are just seeking to become better-known, it’s important to create a foundation that establishes you as a key player to watch in your industry.
Trade journals are typically edited by trusted experts who have decades of experience in the field. Stories in these journals are considered highly credible, and can increase awareness of your expertise, products or services, and leadership.
It positions you as an excellent media source
When pitching local or national media, pointing to previous coverage in trade publications shows that you understand how to work with media and provide them with the information and resources that they need. National media also occasionally scours both trade and local media for stories that can be nationalized.