Better B2B releases - 10 top tips

published 2003

Ask yourself why people subscribe to industry publications.

Obviously it depends a little on the industry in questions, but basically trade publications are there to report on industry news, highlight new products, and showcase successful product applications.  They also carry regular features on specific industry topics.  Different people read the same publication for different reasons and it’s important to recognise this before starting any release.

What section are you writing for?

If people subscribe for particular reasons, then you must ask yourself which section will offer the greatest chance of the release being covered and, if covered, attract the readers you want.  A new product may well gain exposure in the ‘New Products’ section, but if it is linked to a current topic or issue, it could get placed up the front in the industry news section.

Who reads the publication - engineers or management?

Many industries including IT, mining, manufacturing and building & construction are served by anything up to a dozen publications.  Not all publications are audited and, of those that are, not all publish readership figures.  So, study the publication, look at who the editor is aiming at and which audiences the large advertisers seem to be appealing to.

You can’t fool a technical editor

When it comes to editors, there are possibly none more fastidious than those of technical publications.  While in consumer media you may be able to get away with words such as ‘unique’ or ‘ground-breaking’, you won’t be so lucky in dedicated trade media.  Make sure you have your industry jargon and terminology correct and, if describing a process, that it is exact in every detail.

If in doubt, don’t try and fake it

Remember that the editor that has to approve your story and the readers for whom it is intended have probably spent 10 to 20 years or more working for a specific industry.  So don't try and fake it.

Everything is a process

Whether it’s an IT publication or a manufacturing journal, in the main the readers will be ‘process driven’.  They work with technology, machines and systems that rely on one action logically following another.  And this is the way you must write for them.  It’s far more disciplined, but totally necessary if you want them to not just understand, but believe what you’ve written.

The importance of third party endorsement

It’s a cynical world out there.  Telling someone you’ve invented a better mousetrap won’t have anywhere near the same effect as someone else saying you’ve invented a better mousetrap!  Let your advertising say you have a new product or service, but ensure your PR includes client endorsement of your claims in the form of contract announcements or technical case studies.

Approvals are essential

While you want the world to know how successful your products are, your customers may not be all that keen to let their competitors know that they have recently made a significant purchase from you.  If writing contract announcements or case studies, check with your sales staff or management if there are any sensitivities involved in issuing a release.  And always get a copy of the final release to any customers mentioned in it for official approval before sending it to the media.

The power of a picture #1

You see quite a few poor quality pictures in industry publications.  They may be low resolution shots of executives or fuzzy shots inside a factory.  They are only reproduced because most industry publications need pictures - almost any pictures - to break up the mass of type on the page.  So, if you have a good quality picture, always include it with your release, even if it’s just a photo of the sales manager you quote in the new product release.

The power of the picture #2

Warning!  If you have a picture of a work environment such as a building site, a factory or a mine site, even something as innocuous as a loading dock, have the photo checked by the OH&S people before distributing it to media.  People not wearing the correct protective clothing, ladders not secured, or any other OH&S infringement that appears in a photo can lead to dire legal and financial consequences.  It’s all part of the approval process.

Note: The author of this article is a Sydney based senior independent corporate PR consultant who works exclusively with PR Managers helping them with management of the PR Department or their relationship with their PR agency. In addition he provides specialist corporate PR and communications advice where issues or change are impacting on an organisation. He also blogs regularly on PR and communications topics similar to those in this article.