Media relations is key in PR/communications. Although establishing working relationships with key business-to-business (B2B) trade publication editors takes time, such efforts often prove invaluable to our clients. Years ago, most trade journals and magazines had several in-house writers on staff. But for many publications, those days are over. In fact, some major B2B publications now have only one or two in-house editorial staff members.
What this means is that such publications need PR/communications people to provide them with credible, quality content that will prove valuable to readers. At the same time, editors understand that PR/communications professionals have a job to do as well: to weave their clients’ products or services into news stories and articles. This two-way street has actually proven effective for all parties, including (most importantly) our clients.
The following example displays how AlturaSolutions Communications helped one client get its message across to key publications as a result of our strong working relationships with key media representatives.
A manufacturer was introducing a new vacuum cleaner designed for hotel housekeeping needs. This particular model was developed to address the specific needs, challenges, and requirements of using a vacuum cleaner for eight to ten hours per day in a hotel property.
AlturaSolutions Communications created a press release and a product fact sheet regarding this new model. However, realizing this type of news story only receives marginal attention from publications, we also arranged interviews for our client with key hotel/hospitality industry editors—but rather than attempting to promote the new machine, these conversations revolved around how this manufacturer had worked specially with hotel housekeepers to design the machine.
As a result of these interviews, two editors published their own articles about the vacuuming issues housekeepers face every day, as well as how our client had developed a vacuum cleaner specifically designed to address these issues. This powerful type of PR is an effective form of marketing that advertising simply cannot buy.
“Robert is my go-to source for cleaning and janitorial articles and web content for the restaurant and retail maintenance industries. He always delivers expert copy that is relevant, concise and well written—and 9 times out of 10, before the deadline! Even with very little lead time, Robert can make it happen. He gets his clients’ names in print!”
Kate Lee, Editor, France Media (US)