However, I always encourage clients to think bigger. When I talk with local companies, I find they overlook opportunities outside local media that could help their businesses.
When I launched my consultancy, I was in Silicon Valley—there, you never walked in to meet with a prospective client and heard, “I just want to be in the local paper.”
They always thought bigger—sometimes, too big. (When that happens, you have to talk them down.) Not everyone will make The Wall Street Journal tomorrow—but thinking bigger about media outreach is a good thing.
When I say bigger, what do I mean? I suggest starting out with industry vertical publications before hitting the big guys, i.e., major publications like USA Today, The New York Times or The Wall Street Journal.
Though not every organization or story is going to fit major publications, many do have an expert point of view for industry trade publications.
If you’re not yet convinced, here are four reasons to pursue coverage in a national trade publication:
1. There are SEO benefits. Even if your client’s customers are mostly local, they still search online for vendors. Being included in a story in a national publication makes it more likely your client will be found.