Tips for targeting trade publications with your pitch

For many campaigns, getting covered by media outlets that speak to other industry insiders can offer big dividends. Here’s how to win over these gatekeepers.

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B2B trade magazines—both print and digital—are an oft-overlooked part of the media landscape.

These magazines might elicit blank stares (or worse) at dinner parties but, in their niches, they remain a key resource for PR pros. This is particularly true in traditional “heavy” industries.

Having a piece published in a recognized magazine is often more appreciated than pushing it to a company website or via its social media channels.

Despite this, PR pitching to trade press editors often feels like an afterthought. Given that PR pros now significantly outnumber editorial staff and trade press outlets are a shrinking breed, having your pitch or press release cut through the noise is a challenge. The challenge grows when trying to enter a new industry with its own set of trade press and often slightly cranky editors.

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