Know-How Exchange : Student Questions

Kathy...
Basic steps are:
1) read the magazine - determine style and content
2) write article
3) send in email to editor with a short paragraph covering why the readership would like it

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I believe it is the ultimate resource for your task

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Hi Kathy,
A great source of information for pitching industry and trade publications is Marketing Sherpa, check them out at www.marketingsherpa.com. From time to time, they will conduct interviews with editors of specific trade publications, who will list an exact procedure of pitching them successfully.

As with Frank's comment, one of the common threads in all of their commentary's has been to read and understand the tone and audience of the publication prior to pitching any story.

I hope this was helpful for you,
Melissa

Do you have any budget to outsource PR? In my own experience (B2B software mostly), PR is an easy function to outsource, and worth it when you have the right company. It takes up a lot of time to do it right.

The examples mentioned by you are all valid but I would try the old way of meeting the key editors personally. Have you tried to get an appointment to present your business. A short presentation and leave a press kit with press releases you have already prepared. If you have room in your budget invite those key editors for lunch and leave them the press kit after lunch. Find out with their secretaries or assistants their birthday and send a birthday card. These are old remedies but generally work well.
Juan

All of the above posts contain some good suggestions. That being said - having done many trade pub campaigns for tech clients - here are a few observations:

> there are only about 12-18 trade pubs that will be of interest to your company - that's a manageable number for even a manual (non-automated) PR system

> get to know the editorial schedules - buy Cision's (formerly Bacon's) magazine directory and get something like MyEdCals - put some thought into how you can submit editorial to support the publications - well in advance (three months or more) of their need

> learn to use case studies and customer success stories more than conventional, boring press releases. You'll hit the mark almost every time if you do.

> Use wireservices maybe once a quarter - and have something significant to say when you do. Also - make sure your web site is up to date - especially media contact information (and a 24x7 contact number) and timeliness of the press releases - resist joining the 'release-of-the-week' club.

If you would like some more advisories - there are many articles on my web site at www.geibelpr.com - look under Articles and then PR.