A few weeks ago, I read a Journolink article written about the power of being profiled and featured in niche and sector-specific publications. This is a topic we have covered previously:
However, we want to modify this article written by Camilla Holroyd, Media Relations Manager at Journolink for you the FP Comms reader. Because as an agency that focuses on ethical businesses and emerging leading brand there are particular nuances she did not address for you, that you will find helpful.
“When we speak to business owners about PR they often say they want to be featured in mainstream media, such as national newspapers and glossy magazines. Now, although this is all well and good, sometimes aiming for the mainstream publications isn’t the best way to reach your target audience. For example, if you own a local business whose target audience is the local area, a piece in your local newspaper will be much more effective than a feature in a national newspaper. As would be the same with niche trade publications.
Furthermore, it doesn’t necessarily need to be what you’d call a traditional media outlet. There are many online blogs in which coverage would be just as effective or sometimes even more effective than coverage in a mainstream publication. And, if we’re honest, a lot easier to achieve. Online blogs aren’t limited to a number of pages in a newspaper or magazine. Plus, they are probably receiving a lot fewer pitches so yours is more likely to be seen.
Below we’ve explored three ways in which coverage in non-traditional media outlets can boost your businesses PR.
The additional benefit of not being focused solely on the mainstream is the power to really build a solid foundation for your core audience. For long-term sustainability in business, you require deep roots. Roots that help you to:
- Develop your voice
- Build a reputation
- Understand your community and customer base
- Evolve in a positive way
- Live your core values
Niche markets DO NOT need niche publications, they need honest and fair platforms of communication and this is where the structure of mainstream press will fail and provide an opportunity for creative and hungry creatives to tell great stories and content!
To read the full Journolink article, please CLICK HERE