Trade press
Trade publications are any magazine or newspaper that specializes in an industry. Companies, corporations, and other business entities utilize trade publications to glean industry related information and expose themselves to other industry businesses and to the public. Trade publications are important tools of company and corporate public relations. Trade press is the collective term describing trade publications. Trade press may also refer to exposure afforded a company or corporation in a trade publication. Companies, organizations, and corporations may submit articles, press releases, or other editorials to a trade publication, or, a trade publication may choose to feature a company, organization, or corporation in the publication.
There are over 23,000 trade publications in the United States offering individualized industry information, and, for corporations, the possibility of valuable exposure. Many companies exist with the sole purpose of assisting corporations with gaining access to trade press publications. These companies work with clients and arrange trade press with trade publication editors. These trade press service companies may also:
- Research and identify publications that reach a particular corporation's target markets;
- Develop story ideas and news angles to present to trade press editors;
- Maintain on-going contact and coordination with trade publication editors;
- Write and edit feature stories and/or forms of editorial content;
- Oversee article submission and tracking until publication;
- Coordinate re-printings.
These trade press services allow corporations to accelerate growth through public relations, and attentively handle all necessary aspects of corporation-related articles, press releases, or editorials for insertion into trade press publications. Many of these companies place 100% of the corporation press they receive into trade publications.
Using Trade Press
Trade press can be effective tools in public relations, and provide companies and other entities with valuable exposure. Inserting a press release, brief, article, or editorial in a trade publication also helps establish company credibility and allow the company to be viewed as an authority in their field. Utilizing trade press publications for use in public relations requires planning. The following steps, procedures, and tips may assist with trade press publishing:
1. Research
- Companies should research the trade press they are interested in being published in. Trade publication websites or the publication itself should be used to obtain names of editors and appropriate contact information. Establish any protocol for submitting documents for publication.
- Establish a contact person to interact with trade press editors and personnel. Such an individual should be an experienced member of the corporation, and be communicative, knowledgeable, and well-spoken. This person may also serve as the contact person to provide comment. Trade press editors generally do not look favorably on inexperienced employees reading pre-prepared statements.
2. Prepare and Distribute
- Carefully prepare the press release, brief, or other editorial for publication. Items for publication should provide full contact information and dating, followed by a concise headline that conveys immediate value. Companies should avoid self-congratulatory writing in the headline or body text that offers no value to the reader. Companies should circumvent self-congratulatory writing and provide solid, strategic information while avoiding now clichéd terms such as "revolutionary" and "leading edge".
- Prepare editorials and press releases according to trade publication protocol. Many editors and publications in general require a certain procedure or style before an item may be considered for publication.
- If a trade publication prefers electronic submission of press releases or editorial items, avoid sending attachments. Follow rules for email etiquette and provide pertinent, effective, and attractive information. Any photographs or graphics should be clearly labeled and included as a .jpg digital file.
- Companies should make sure editor or trade publication personnel names and addresses are accurate, and that the correct person is being issued the company press release or editorial.
Prepared press releases should be attractive and encourage attention, and exhibit the company or corporation in a professional and valuable way. Press releases sent to trade press may provide access to additional publicity.
Links:
http://www.publicrelationsideas.com/where_to_find_publications_that_need_your_articles_000042.html
http://www.publicrelationsideas.com/increase_your_publication_odds_contact_the_editor_1_000040.html
