The Importance of Trade Media in Your PR Strategy
by Polly Hersey
In 2024, the media landscape is vast and there are more tools to reach an audience than ever before. A tactic that stands the test of time is leveraging trade media. While the benefits of visibility in mainstream media are apparent – the significance of the trades in building a brand or thought leader’s PR portfolio cannot be overstated.
At LPR, our agency expertise spans several industries – you might even call us a jack of all trades (or many trades, at least!). From licensing, to publishing, to healthcare, to toy & game, and beyond – we’ve seen firsthand the wonders that trade coverage can do for a client.
Here are a few reasons why trade media engagement is a key step in any PR plan:
Establish Industry Credibility
In the competitive business landscape, credibility is vital. Trade media offers the opportunity to showcase expertise, share insights, and contribute to industry conversations while establishing a unique point of view. By securing placements in trade publications, brands can position themselves as trusted authorities, and gain recognition from peers and partners.
Amplify Brand Visibility
While mainstream media outlets have broader reach, trade media offers a concentrated audience that is highly relevant to specific industries. Securing coverage in trade publications allows brands to increase their visibility within their target market. Whether it’s announcing product launches, sharing success stories, or highlighting industry innovations, trade media provides a platform for brands to showcase their achievements to a receptive audience.
Networking and Relationship-Building
Beyond the pages of a print issue or the homepage of a website – trade media outlets often hold events, conferences, and panels year-round that provide invaluable opportunities for education, networking, and relationship-building within specific industries. By actively participating in trade media activities, brands can expand their network, gain insider insights, and stay ahead of, and even inform, industry trends.
Overall, by embracing trade media as a core component of their PR efforts, brands can unlock new opportunities for growth, innovation, and success!