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relevant information to their readers about their market sector. Your market sector. In fact, because most trade
journals actually have a staff of only one and bit (the editor and a part time advertising sales rep), they are almost totally dependent on material submitted by companies. So if you’re providing a flow of high quality press releases and feature articles, or case studies, they’ll use it. If you don’t, they’ll use your competitors’ material instead. Running a PR division, as I do,
you’d probably expect me to tell you at this point that PR is a really difficult black art. But it’s not. The core skill is simple hard work and gentle sales technique.
The B2B PR game plan:
Analyse the journals in the sector (remember that many are online magazines these days) and understand what the editors want. Brainstorm the subjects on which
your company has something to say and then speak to the relevant editors. Write and distribute press
releases on any real news stories you have - but don’t send rubbish. This way, editors will come to know that your releases will be worth reading and they won’t get binned along with the hundreds of dreadful non- stories they receive every week. Keep a steady flow of material
heading towards the editors. Properly done, you should be able to feature in the key titles 10 months out of 12 - maybe even 12/12! Use a cutting service to make
sure you pick up on all the coverage you obtain. And don’t just file it; you can reprint into a direct mail, put it on your website or hand out items, which make excellent and authoritative ammunition for the sales force. If you don’t want to do all of
this yourself, then consider using a PR agency but only one that specialises in your sector. Ask one of the editors for his/her recommendation.
www.netcommseurope.com
•Sharpmark’s free labelling software Download now from
www.sharpmark.com
•Sharpmark’s A4 label sheets All labels are pre-cut and available in adhesive and non-ahesive sheets
•A standard office laser printer No need to buy an expensive label printer
Cost-effective
While B2B advertising is far from cheap, B2B PR can start from £zero if you do it yourself and as little as £15k a year using an agency. You can achieve editorial coverage valued at many times what you spend. We regularly calculate the
Advertising Equivalent Value for our own clients and frequently achieve return on investment from 1000 per cent and upwards. Of course, there are also good
reasons to advertise – particularly when you need to get over a message which is not ‘news’. And of course, if no-one advertises there won’t be any magazines left for PR to work in. So it is a responsibility to support sector magazines with advertising too.
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Interesse kontaktieren Sie Sharpmark bitte unter
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NETCOMMS europe Volume I, Issue 6 2011 39
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