Brands want to see themselves in publications like The Wall Street Journal, The New York Times, and USA Today. They believe landing in top-tier press can be the break that propels their business to a national stage, and that's often why brands seek public relations (PR) assistance.
Brands should not turn down opportunities to be featured in top-tier outlets, but such opportunities are not the sole indicator of successful PR efforts.
If the overarching goal of PR is building strong, beneficial relationships with the public, local and trade coverage play just as important a role as top-tier press.
Why Brands Long for Top-Tier Coverage
Prestige is a major factor attracting brands to top-tier coverage. Every company wants to be able to put an "As Seen In USA Today" graphic on their website. It distinguishes them from all other companies in their industry that haven’t achieved a top-tier mention. And a top-tier mention of a company can ease prospective client's or customer's skepticism about their credibility.
Reach is another factor that makes top-tier outlets desirable. The New York Times Company can claim over 10 million subscribers across digital and print, so it’s easy to understand why that level of exposure is exciting to brands.
And what about generating leads? While PR isn’t focused on sales, although PR for startups occasionally might be, it does help create an environment that increases consumer interest. Top-tier exposure may assist in that area, but it's not a guarantee, which is why PR campaigns are important for companies seeking more comprehensive coverage.
Hard statistics showing top-tier exposure improves a brand’s bottom line are difficult to find. A study shared in Adweek in 2015 indicated only 38 percent of marketers believed top-tier feature coverage boosted sales.
More recently, a Gallup poll from 2024 reveals only 31 percent of Americans have a “great deal” or “fair amount” of trust in mass media. An astonishing 36 percent say they have no trust at all in mass media, with another 33 percent saying they trust it “not very much.”
Gallup’s findings suggest that chasing after top-tier exposure seeks to build an audience with people who have little confidence in what they read. If building trust is a key reason PR campaigns are important for brands to invest in, mass media may not provide the return brands seek.
With local and trade publications, however, it’s a different story.
The Added Value Local and Trade Publications Provide
It’s fair to say a top-tier feature can earn a brand celebrity status. After all, it puts you on a big stage and gives you a big voice, granting you prestige and reach.
Local and trade publications provide a much smaller stage because they’re more like a booth at a trade show or a speech at a city council meeting. The prestige and reach aren’t nearly the same, but the quality of the connection can be much better.
It’s also crucial to consider the relevance of smaller outlets. Most top-tier outlets reach a wide audience, but trade publications often make deeper connections.
If you want to see examples of the difference between top-tier and trade publication coverage, compare two articles on the impact of US tariffs on the automotive industry, one from top-tier CBS News, and one from automotive trade publication Automotive Logistics.
Trade publications connect more deeply because they cater to people who need solutions for specific problems, rather than just reporting on an analysis of emerging issues. Brands given the opportunity to supply relevant solutions by providing timely content to trade publications emerge as a trusted source to a segmented audience.
The connections possible with trade publications can be especially valuable to emerging brands looking for opportunities to explain what they do in detail. PR for startups often uses trade publications as an avenue for sharing a brand’s unique value proposition while also building credibility within an industry.
Appearing in local and trade publications also positions a brand as accessible. Providing expertise on local TV highlights you as the company that wants to help your community. Sharing fresh insights and case studies in trade publications shows you're willing to pour into your peers. Both have the potential to drive meaningful engagement and foster strong loyalty with your target market.
Using Local and Trade Coverage To Fuel Top-Tier Strategies
If top-tier recognition is your ultimate goal, you may be able to get there faster if you start by focusing on local and trade coverage. Top-tier outlets are looking for contributors who can be trusted and will often look at your media portfolio to determine if you qualify.
Showing consistent coverage in local and trade publications builds your portfolio, credibility, and visibility. It proves you're a sought-after spokesperson in your industry, which makes you more attractive to reporters and editors at top-tier outlets seeking proven experts.
While media wins in local and trade publications might not seem as attractive as top-tier features, they play a key role in any brand’s efforts to build strong and growing relationships with the public. When incorporated into a broader PR strategy, they are the type of wins that can build trust and momentum, ultimately helping brands establish a strong reputation and a global reach.
More Resources on Public Relations
Show the PR Love: How to Build Relationships With the Media
Four Ways to Amplify Your Media Relations
How PR Can Support Your Marketing Lightning Strike
Three Metrics for Measuring PR Campaign and Marcomms Success
