Used effectively, media relations can establish credibility and raise brand awareness – ultimately helping to build a positive reputation externally. Media relations can also be key to staying one step ahead of competitors in the same field, as you aim for the top spot in b2b trade titles. So how do you ensure your content gets seen by the right people? Follow our five top tips below for effective b2b media relations:
- Do the proper research
The first step is the most important. It is crucial to carry out thorough research on b2b trade publications, as they tend to cover niche topics in an in-depth way. This also helps to ensure it is the right platform for your PR objectives before moving forward with a pitch – for example, does it cover relevant topics and is it aimed at the appropriate readership? Request a media kit from the publication – it can provide a wealth of information on your target audience, including the job roles of the readers, regional distribution and official circulation figures. Looking into previous content can also determine a magazine’s suitability. Proper research can mean you don’t waste your time placing irrelevant content with magazines.
- Pitch it right
Although you may not be speaking to a national broadsheet, pitching to the editor of an industry magazine needs to be well thought-out, timely and relevant. Why should they care? How will it interest their readers? Editors of b2b magazines are often passionate about their chosen subject matter, so make your phone call count. Remember that these publications often have smaller teams than in b2c, meaning time really is of the essence. You don’t need to be an expert, but getting the overall terminology and tone right in the pitch is crucial to you being seen as a credible contributor to the magazine. Journalist liaison is important from the very beginning of the process; it can help build long-term relationships that can ultimately lead to more editorial opportunities.
- Write compelling copy
B2b copy doesn’t have to be dry. Even readers who are technical specialists appreciate a well written article; one that speaks to the latest trends in the industry and offers a new perspective on a topic. Without the right content, pitches won’t mean anything – because it won’t get past the eagle-eyed editor if it isn’t relevant and engaging. Speak to your strengths and provide the publication with an article that is as entertaining as it is factual. Find out more about writing interesting b2b copy here.
- Don’t be shy
In media relations, relationships are crucial. The b2b press is a small world, with editors usually treading the same exhibitions halls as you. If you’re at an event, look for a media presence – it’s an ideal opportunity to re-establish contact and find out what’s new with the magazine. Picking up the phone frequently, discussing the latest trends in the industry and being generally friendly are all part of effective communications, and will enable you to reap the rewards in the long-term.
- Sharing is caring
Once you have secured an opportunity with a publication, it’s not the end of the road. Make sure you show you care about the content by sharing the material or engaging with the magazine on social media. It’s a two-way relationship; by being helpful, you could not only help meet your PR objectives, but also win their respect and potentially secure future editorial opportunities.
Media relations is the cornerstone of any successful PR campaign, as it is important to get your content noticed by the right people, at the right time. At BDB, we are well versed in b2b media relations. To find out more about how we can help your business achieve great return-on-investment with an effective b2b media relations campaign, get in touch at [email protected].