As PR and marketing pros, we are constantly trying to get the word out about our clients or organizations and their work. As you build your client’s media strategy, review your goals and objectives. If those include reaching B2B audiences, positioning clients as industry thought leaders, or extending your reach to national audiences, trade publications could be an effective tactic to leverage.
Trade publications are industry-specific, range from local to national in audience scope, and can often be tied to national professional associations and organizations. Whether your client is in education or accounting, there is likely a trade publication that will work for your media strategy.
Because trade publications are so niche, you need to be thoughtful with how you approach your strategy. Take a step back and revisit your target audiences to ensure that trade publications are the right avenue to reach them. Only when you have a deep understanding of your audience can you begin to create the perfect trade publication strategy.
Scooter Media has compiled three tips to help you effectively reach trade publications in 2019:
Do your research
As we previously mentioned, trade publications vary in industry, size, and reach so do your research to make sure you are hitting the right audience (the audience you now have a deep understanding of). To make it easy you can start by Googling the most common industry-specific magazines, who will be a little harder to reach, but more well known. Tools such as Cision or Meltwater can also help you find more niche trade publications by industry and topics covered and will give you information on readership and editor’s preferred pitching style.
Craft the perfect pitch
After you have found the perfect trade publication (or publications), it’s time to decide how to pitch them. Often times, simply reaching out to introduce yourself and asking the editor about the types of articles they accept whether it’s a manuscript, featured article, Q&A, list or more traditional editorial approach, it’s a good way to start the conversation – as long as the information isn’t easily found elsewhere, like in their media kit (see #1). If all of the materials needed/required are provided and easily found, you will need to open the door with a more robust pitch. Read through the publication to get the feel for the kinds of articles and topics they publish and tailor your pitch to match. With more technical publications, they may ask you to submit a synopsis in addition to your pitch, so be prepared to draft a one-page summary of the article you are thinking of writing.
Don’t be afraid to follow up
As with mainstream publications, once you’ve crafted the perfect pitch and sent it to one of the editors, don’t be afraid to follow up with them. They are oftentimes inundated with emails and yours could have simply slipped through the cracks. Most of the time if you follow up, the editor will give you a response.
Bonus Tip: If the publication says no, don’t give up. It could just be that your topic was a little 
different than what they were looking for at that moment. If you have other ideas, keep pitching. Hopefully, you will get your client or organization published once you nail down the right topic.
Follow these tips in 2019 and you are well on your way to catching the eye of a trade publication editor and getting your organization or client further recognition for the awesome things they are doing.
About Scooter Media
Scooter Media is a full-service communications agency in greater Cincinnati specializing in public relations and social media. If you’re a public relations pro looking for more tips, don’t miss our primer on best practices for positioning your experts as thought leaders, as well as our tips for making an impact on the media at a trade show.
