B2B publishers are often frustrated because they have a hard time getting their stories and names out via PR to other publications. Most competitors won't pick up a story about you, or interview you for a story.
American Business Media just held a seminar on the topic, with top business editors talking about how B2B pubs can get covered by them. Among the tips:
- Pitch yourself as an expert to broadcast outlets, which are less likely to see your publication as a competitor. The Wall Street Journal isn't likely to quote an editor from a B2B pub, but CNN would certainly use you as an industry expert.
- Send journalists copies of your publication. "I read everything," said Wells from Forbes. "And if I get a story from you, I'll give you credit."
- Show that your pitch is part of a larger trend story, and provide sources outside of your company. "If you can show me that your story could have national implications, then I know it's not just a self-serving story for you," said Ad Age's Jonah Bloom. You can get a transcript of this seminar for $35 (ABM members pay $25) by emailing Debbie Humphreys at email@example.com.
P.S. Nope, I'm not an affiliate or anything. ABM doesn't even know I'm running this item.
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