We recently issued a press release from our client Tenant Screening, about the Right to Rent rules leaving landlords scratching their heads.
Tenant Screening, based in Swindon, offers landlords and letting agents across the UK a screening service for potential tenants. The new legislation has led to confusion, and Tenant Screening had some expert comment to make on the issue.
We were delighted the press release was covered in the business media, but even more pleased to see it in the press read by landlords, such as Residential Landlord magazine. This trade or consumer press, as it is known, was the perfect outlet to reach Tenant Screening’s audience.
Coverage in journals aimed specifically at your audience helps get you noticed and enhances your reputation as an authority in your sector.
Getting a press release covered in your trade or consumer press
- Investigate the journals and magazines which are out there – whether you are in construction or catering, bookkeeping or beekeeping there is bound to be something for you. You probably are in the habit of reading these already, so you will be familiar with the issues which affect your sector. Each publication will have its own sections, such as news, features, letters, maybe even restaurant reviews. Try to submit something which will fit nicely into one of those sections.
- Try to get hold of the features editor, and see if they will send you a forward features list. Editors tend to work months ahead and know what is coming up in each edition, so you may have a good story or angle to fit in with an upcoming item.
- Build a relationship with journalists you speak to. If you have a name and email address keep in touch, send in regular stories and ideas, be useful (but not a pain) and sooner or later your perseverance should pay off and you will get some publicity.
- Always submit a photo with your story. If makes the copy come alive and gives you the chance to grab a bit more editorial space. Ensure they are good quality, high resolution, so they are more likely to be used by the glossy mags.
- Finally, make sure you know when the magazines’ monthly deadlines are. Don’t send off a great piece of copy for the Easter edition only to find the editorial team are already on to summer.
For more help with writing a press release, or tips on how to get into your consumer or trade press, please get in touch.