There’s a certain degree of truth in the old adage “all press is good press” – when used wisely of course. Regardless of how you feel about Miley Cyrus and her overexposed tongue, some believe what appears as crazy is a certain degree of PR genius. It’s more crazy like a fox with continual headlines and mentions that continue to make her a household name and help her sell records.
We don’t advocate for crazy, but we do advocate for regular publicity and find that one of the most often overlooked tools in your marketing toolkit is industry press releases to trade publications.
Some of the common mistakes companies make in their industry PR strategy including, not doing press releases at all, is waiting for the media to call, sending an “everything and the kitchen sink” press release and announcing only big product launches.
The good news is, industry PR is free and a highly effective tool. Your buyers and influencers read the trade PR headlines and the news more than they read advertisements. Be the news.
Remember that all changes in your business are news – changes in staffing, equipment and facility upgrades, marketing programs and new items are all news. If you don’t tell your story, nobody knows what you are doing.
Tips for a good trade PR strategy:
- Publicize all business changes
- Prioritize your information and stagger releases every 3-4 weeks
- Include photos or images with all releases
- Follow-up with writers and ask if they have any questions
- Review editorial calendars of trade publications and make a note of topical sections related to your business. Contact the writer and ask if he/she needs any information for the section.
A good trade public relations strategy is one of the most effective and affordable marketing tools to raise your brand awareness among your buyers and key influencers. Have some news you want to share? Give us a call at 414-967-5755 or email us and let us help you with your trade PR strategy.
Written by Melinda Goodman
Managing Partner
