It’s great to get a major story placed with the New York Times or Good Morning America regardless of industry, but sometimes smaller is better, especially in the world of B2B PR.
I meet with a lot of potential hedge fund PR clients who ask me how PR can help their funds reach potential institutional investors. They tell me they don’t see the value in PR when it comes to reaching their targeted audience.
I usually ask them if they read the Wall Street Journal in the morning or watch Squawk Box while they’re getting ready for work. It’s no different for the money managers running the major institutional funds. They read the Wall Street Journal while Bloomberg or CNBC air in their office because they know the smallest of news can impact their portfolios.
But PR in the B2B space can be even more effective than those targeted placements.
Every industry has a trade publication that keeps the industry players on top of the major trends. When I was an Executive Producer with NBC in New York and Senior Producer with CBS in New York, the executives who ran our TV programming read Broadcasting & Cable Magazine to hear about the latest syndication deals or profiles on the latest leaders. If your business was trying to sell newsroom software, that is the place to reach those decision makers.
It’s no different from other industries – tech, private equity, cyber security, accounting, engineering or even just a retailer selling to other retailers. The trades can be a more efficient, targeted and faster way to reach the decision makers.
And if you still aren’t sure how a B2B PR campaign could work in your industry, ask yourself what you read every day. The photo above this story gives you a better idea how broad a B2B campaign can be in the world of just one industry.
Macias PR was named the 2015 top “PR Consultant Firm of the Year – USA” by Finance Monthly. The firm was founded by Mark Macias – a former Executive Producer with NBC and Senior Producer with CBS in New York. Macias is a weekly contributor with CNBC.com and author of the communications book, Beat the Press: Your Guide to Managing the Media, which has been featured in the NY Times, Fox Business, NY Post and others. Macias PR has run media campaigns for tech startups, financial groups, service providers, nonprofits and politicians.