10 tips for Working With the Trade Press

Today, there are more than 5,000 trade publications in the U.S. covering almost every industry imaginable. And while all types of news media play a valuable role in a business’s ability to reach its customers, trade publications are always among the most powerful.  This is especially true for marketers and others in the business-to-business arena, many of whom rely heavily on these types of publications for industry information. In fact, studies indicate that up to 40 percent of all business customers depend on trade publications as their primary source of industry information. 

Public relations professionals who are aiming to build awareness for their client or organization in a particular segment of business should strive to establish rapport with the trade editors in their industry. Trade editors are always looking for useful information they can pass along to benefit their readers. If you can provide it, you’ll be well on your way to establishing a positive working relationship with the editorial community and, as a result, receiving the publicity you seek.

However, it’s important that you keep one important principle in mind as you deal with the trade press. The cardinal rule in media relations is to communicate in terms of the public good.  In the field of industrial publicity this simply means speaking in terms of what’s “good” to the editor’s audience. 

Here are some additional guidelines to keep in mind.

1. Be as responsive as possible. Remember, the editor is trying to gather and organize information while usually working with a limited amount of time. Always find out what their deadline is so that you know if you have only a few minutes, or a week to respond. The more responsive you are, and the easier that you make it for the editor to acquire the information needed, the more you’ll gain their attention… and become one of their top sources.
2. Always be honest and upfront. Then stick to the facts. Editors will quickly disregard information that they feel is too advertorial. Don’t exaggerate, offer unsupported claims or judgments of superiority. And always be prepared to offer documentation.
3. Become very familiar with the trade publications to which you frequently contribute information. It’s important that you know their audience, focus, and mission, so you can provide material that addresses all of these elements appropriately.
4. Arm yourself with insights, unusual aspects of your business or your client’s organization.  This will help the reporter develop an article or story with a unique angle. Also include facts that are not available through other news sources.
5. Review the publication’s editorial calendar and keep issues relating to your business or that of your client’s in mind as you move along through the year. If you have a specific application or story that is relevant to a specific upcoming issue, you should begin pitching your idea to the editor at least three months in advance.
6. Avoid technical language or jargon.  If the information you provide is not easily understood by your target publics and the editor, you are defeating your purpose.
7. If you don’t know the answer to a question posed by an editor, it’s o.k. to admit it. But commit to acquire the answer and get back to the editor as soon as you do. Always deliver on the expectations you create.
8. Nothing is “off the record.” If you don’t want to see it in print, don’t introduce it.
9. Don’t ever argue with editors. If they don’t believe that your information would be of interest to their readership, it probably isn’t. Editors know the kind of information that is valuable to their readers as well as how that information should best be presented. If your information is interesting or important, it will get printed. And remember, even with rejection comes learning that you can apply the next time.
10. Finally, NEVER imply that the amount of paid advertising placed in the editor’s publication could depend on the editorial coverage you receive. It will immediately discredit you in the eyes of the editor. And as a public relations professional, justifiably so.