No matter the brand or business, when measuring the success of a public relations campaign, several metrics can be used as part of the evaluation. Although a PR brief can differ from one client to the next, they all arguably have the same ambition to secure as much media coverage as possible.
Making the morning headlines is one of the most effective ways to reach the largest possible audience. It provides brands and businesses with the platform to build a positive reputation, which can have a transformative impact to their overall success.
However, in order to maximise the potential benefits that media coverage can deliver, a strategic approach must be taken. Whether organisations are featured in print, online, on the radio or TV, it is not always the quantity that produces the most value, but the quality of the coverage.
This is what makes trade media opportunities so critical. Although the mainstream press will certainly have a much larger audience, targeting trade publications can potentially be more impactful and resonate with readers on a more meaningful level.
What is trade media?
Trade media titles feature content that revolves around a particular industry or profession. Their main function is to communicate information that can be influential and resourceful to those working within that marketplace.
Therefore, unlike mainstream media publications, the tone of voice and detail you find in this content can be as technical, specific, and detailed as necessary. With the freedom to cover such a wide range of topics relating to the industry in question, trade media titles offer readers an informative insight that cannot be found elsewhere.
Whether it is an interview with a leading business person, company news update, an opinion-led feature, new research or the launch of new products and services, each article will comprise the detail that is relative to the readers.
Furthermore, what makes this content all the more valuable is that the readers will have one shared interest; the industry they work in and are associated with. This allows organisations that submit content to both communicate with their intended target audience and to build credibility by association.
Value of trade media coverage
Although securing coverage in the trade media may not reach the biggest audience, it can act as an extremely effective asset when a brand is trying to establish themselves as a serious player within the market.
These publications must be leveraged when individuals, senior teams and entire businesses want to become recognised as industry leaders and experts. Once a company’s products, services and capabilities have been regularly covered, this business will become synonymous with the industry.
As a result, a brand’s awareness will rise, a business’ reputation will grow, and its share of the market will begin to increase. Combining all these factors will ultimately help organisations of any size to attract new business and achieve their wider growth ambitions.
This is exactly why investing in a robust and bespoke public relations strategy can have wider benefits than many businesses first assume. It’s not just about hitting the headlines for the right reasons, but more about attract interest where it will have most impact.
If you would like to know more about Open Comms and how we can help secure you coverage in trade media publications, why not give us a call on 01924 862477 or please visit www.opencomms.co.uk.