Are you including trade publications in your PR strategy? Here are four reasons you should:
1) Your customers and your prospects are most likely looking at trade publications when they’re researching vendors to work with and buy from. 67% of executives surveyed say that having a presence in trade media directly influences sales and revenue growth.
2) A story in a trade publication can lead to stories in other media outlets. Reporters conduct research online. They might see your company featured and contact you about being included in a piece they’re working on. This helps build momentum for your brand.
3) Don’t overlook the importance of showing up in AI-driven search. When large language models (LLMs) scrape content, trade publications are often a source they turn to, as much of that content has no gate or paywall. You want to ensure you’re featured in those media outlets.
4) Reporters and editors of trade publications appreciate hearing from companies in the space with news and content. Content like customer success stories and contributed thought leadership articles can be packaged with photos and pitched to them. Often, if the content follows their editorial guidelines, they’ll publish it. By repurposing content you may have created to publish on your site, you give it a longer life and increase its visibility.
Those are just a few of the reasons to include trade publications as part of your public relations program or media relations approach.
Need help figuring out which trade publications to focus on or what content to pitch to them?
Learn more about my freelance PR consulting services here. Book a no-obligation call to talk about your needs here. Or buy my book, B2B PR That Gets Results, here.
100% of this blog post was written by me, the human.
Featured image is courtesy of Adobe Express.
