Reaching out

Your trade press audience is much bigger than you think.

Let’s take an example:

Say you are the manufacturer of computerised tills.  If you get a substantial contract you may already notify the three or four computer/business machine magazines you read or know of.

This is understandable, as you are proud of your achievement – but it doesn’t get you anywhere.

Largely, your customers don’t read those magazines. They read the catering, retail, post office and hardware press etc.

This can amount to 30 to 50 publications your potential customers are reading where your message is not appearing. This is without including local and regional media.
 

Many people get PR and advertising confused or decide to do one rather than the other. We recommend starting with one and then, when the budget allows, doing both.

Which one you start with depends on your particular circumstances. Talk to us and we will give you our honest recommendations – we want to develop long-term relationships with successful companies, not just take the money and run.

Advertising and editorial PR do very different jobs.  An advertising poster for a film may grab your attention, but it is the reviews you read and hear, plus the trailers you see, that tell you how good the film is.

Effective advertising carries simple messages, this needs to be backed up by editorial PR, which can convey much more detailed and sophisticated messages.

Which do you give the most credence to, a catch phrase in an ad or something you read in the editorial columns of a newspaper or magazine?