Manchester PR agency Triangle PR says it is taking advantage of industry apathy towards trade media, securing repeated high-level coverage for its clients.
Triangle CEO Chris Hamer said: “Some marketers have been faced with a choice of continuing with PR activity and advertising in traditional media outlets or trying to grab their share of social media exposure and the promise of viral marketing campaigns delivering huge market exposure. Or they just believe that social media is where it’s at and trade media has had its day. This just isn’t true. Trade titles are still a key PR channel in the B2B environment.
Hamer added that opportunities have continued to grow in key industry titles as companies have switched their attention to digital options, especially social media. As a result, magazine and website editors are being starved of well-written news stories and feature length articles that make up the bulk of their weekly and monthly content.
The vacation of traditional media space has, according to Hamer and Triangle, been driven by companies focusing their resources on content creation and dissemination across digital and social media channels, spurred on by clarion calls from the likes of Gary Vaynerchuk and the success of Dragon’s Den’s newest recruit and founder of social media marketing agency Social Chain, Stephen Bartlett.
This has reportedly created a plethora of opportunities to market directly to prospective customers who still rely on trade media for much of their industry news, including new products announcements, market information and technical advice.
Hamer added: “Some marketers have been faced with a choice of continuing with PR activity and advertising in traditional media outlets or trying to grab their share of social media exposure and the promise of viral marketing campaigns delivering huge market exposure. Or they just believe that social media is where it’s at and trade media has had its day. This just isn’t true – trade titles are still a key PR channel in the B2B environment.
“Traditional trade media is becoming a forgotten opportunity for many B2B companies, which is a shame for them, because many of their customers and prospective customers are still there. But it’s great for us and our clients, who are building strong profiles and winning market share on the back of their media coverage.”
