There have never been more outlets through which you can share news about your company and your industry, but sometimes, the opportunity of just how many places you can shout news from the rooftops can be overwhelming. To remain effective in sharing your story, the most important strategy remains telling the story the right way — to the right audience.
In this post, we’ll dive into trade media versus traditional — the difference between the two, and the different methods of approach you want to use with each in sharing news about your company.
Traditional media encapsulates print and broadcast outlets that are dedicated to providing news to the general public.
If you are working to get a company story told in traditional media outlets, or have been asked to weigh in on an issue, the most important words to remember from the definition are “general public.” You need to focus on how the news item you’re sharing affect an “average Joe’s” day-to-day life. Why should he or she care? What information do they need to understand the situation that someone involved in your industry on a daily basis would inherently understand?
Set the stage.
Is there a labor shortage that is affecting the future of the industry, and thus, the future availability of a service to the general public? Is there a supply shortage that is increasing prices? Or, because of your industry knowledge, are there tips or “inside information” you can provide an average reader or listener that will help them look to your company as a helpful source — for instance, “how-to” articles that outline considerations that should be made prior to a purchase.
Trade media, on the other hand, are media outlets dedicated to your industry, with a focus on sharing industry news, trends, future outlooks and products specific to your industry.
When working with trade media outlets, the expectation regarding the depth of your content is higher. The stage has almost always been set already. These individuals are embedded in your industry. They are likely very familiar with your company. You have to dive deeper. If you’re sharing product information, for instance, they know why they would need to use your company’s product; you need to get straight to the benefits that affect them, peers that are using it, the engineering differences that impact the way they will use it and the results they can expect. The reporters you work with will also be more educated on your industry, your company and your products, and as such, will ask more pointed questions about your business, products and campaigns.
As always, when working to share your story, put yourself in your audience’s shoes. Would you find the information you’re sharing helpful? Clear? Memorable? There is a time and place for sharing your story with traditional and trade media — but to ensure you make an impact, start by putting yourself in your audience’s shoes.