11/1/2022 0 Comments Nytimes news![]() ![]() ![]() This article is featured in O'Dwyer's Oct. When they cover a story from a trade perspective, national media may be likely to pay attention. And they often serve as a first “vetting” for national media. Therefore, trade publications can cover an industry in more detail than mainstream publications. Reporters from trade publications only work on your industry news and have a deep understanding of the technical areas. They have their eyes on top industry leaders and breakthrough science. These outlets have their fingers on the pulse of the most recent news in your industry. This doesn’t mean trade media is the bottom tier. Unless you have a completely original story that resonates with a larger audience, can provide patient testimony, photos, video and clear data, it is unlikely you’ll be able to break into top-tier markets. Trade publications lay the foundation for a company’s reputation. Instead, give your client a plan to show them the steps they need to take to one day be included in top national media.įor companies working in health and science innovation, it’s important to explain the value of trade publications in their field. No one wants to be a “Debby Downer” and immediately respond that the likeliness of those outlets covering your client is nearly impossible at this moment. Just a faith and conviction in their work and the possibilities. It has advanced science with wonderful theories but nothing in the clinic. The client is a scrappy, life-science company with an intriguing product that still needs to be reviewed and approved by the FDA. You’re in a kick-off meeting with a new client when they let you know: they need to be in The New York Times, Forbes and The Wall Street Journal. ![]()
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