The PR Guru

April 9, 2011

Reasons to use PR #6: target a niche market

Filed under: Uncategorized — richardswancott @ 2:10 pm

Over the last few weeks we’ve been going through the main reasons for considering PR as a tool for promoting your business.

One of those reasons was it can help you target the largest possible audience, by getting your story into numerous different media titles.

Conversely, it can also help you focus on a niche market, if that’s more relevant for your business. How? By raising your profile through trade journals and industry magazines.

Regardless of your industry, there will be a magazine, and a website, which is read and respected by your prospects and customers. You may only have those two to go for, but does that really matter if it’s exactly the right audience?

For example, one of my customers specialises in supplying odour control units for pet food manufacturers. Their units, which they also design and manufacture, before installing them at the client’s site, basically take the odour and break it down, before releasing the clean air out into the environment.

As you can imagine, there are not too many magazines aimed at pet food manufacturers! And even fewer would use stories on odour control units. But we’ve managed to find three titles to go for.

So how do you find them? And who do you contact once you have?

As is so often the case, Google is your first port of call. Search for something like ‘pet food industry magazines’ and you’ll find the biggest titles in your sector. You’ll probably find them all on the first couple of pages.

Next, study the website for contacts. You are looking for the editor, the news editor, or the features editor.

Usually you’ll find these details in the Contact Us section, but you may have to dig a little deeper. Other options would be the Media Pack – which may be in the Advertise with Us section – or on the About Us page.

Sometimes you’ll have to settle for a generic email address, like info@ or news@, but that’s ok as a starting point. You’ll be following it up with a phone call which will help you develop relationships and obtain a more personal address.

So here are those points again:
1. decide what your niche market is going to be
2. use search engines to find industry specific media titles
3. find the newsdesk’s email address (or ideally the editor’s)
4. make a phone call to introduce yourself and your company
5. send newsworthy press releases which are relevant to the publication

Give us a call if you need any assistance.

Tune in next week for reason #7.

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