Launching a public relations campaign or contacting media when it’s new, or the first time, might be as intimidating to you as mountain climbing, a ‘mission impossible’, or the Olympics. You may think that reaching out to journalists is, well, beyond your reach. One thing is for sure – if you believe: “I don’t know anything about it, I’ll never manage,” you’ll have trouble taking the first step.
It’s that first step that I want to explore in this episode by suggesting your opening move, because of course your voyage into the PR universe could start out differently; you could choose to approach influencers. Public relations isn’t mathematics, nor is it an absolute truth. What I’m suggesting to you here is your opening gambit, to help you master – and learn to love – public relations.
To familiarize yourself with the media universe, there’s no better place to start than the specialized press – such as the trade publications.
How do you define what falls under ‘specialized press’?
Wikipedia:
**A trade magazine, also called a trade journal or trade paper (colloquially or disparagingly a trade rag), is a magazine or newspaper whose target audience is people who work in a particular trade or industry. The collective term for this area of publishing is the trade press.
Trade publications keep industry members abreast of new developments. In this role, it functions similarly to how academic journals or scientific journals serve their audiences.
If you want to get talked about – like your competition does – but you’re not very adept at it yet, it’s a great idea to start with the specialized magazines in your industry.
- Their purpose is to keep your community informed – so it’s easier to get their attention than the mainstream media that cover every topic.
- They’re often B2B publications
Boating industry
Automotive industry
Beauty industry
Pharmaceutical industry
Fashion industry
Movie industry
Marketing industry
etc.
Personally, I love these publications when I want to learn about what’s happening in a certain community. WWD (Women’s Wear Daily) is one of my most frequent reads, because I find out everything about the fashion world there. It’s an international trade paper, but an easy example to understand when you’re talking about a certain industry. Sometimes we’ll contact them to let them know about new shops in certain markets.
Don’t hesitate to contact me, and sign up to our lists so you can find out more about our upcoming training.
*https://www.acrimed.org/-La-presse-specialisee-
**https://en.wikipedia.org/wiki/Trade_magazine
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