Ethos Public Relations Manchester

Building strong Editor relationships: a U.S. perspective

by Bob Giuliano, President, PR for Business Inc.

Building strong relationships with trade magazine editors is a public relations priority around the world, but nowhere more so than in the U.S.

The reason? U.S. trade editors generally wield greater control and operate with more editorial independence than most trade editors in other countries and regions. This observation is based on Public Relations For Business, Inc.’s interactions with literally hundreds of trade editors worldwide...

Accordingly, it is critical to understand U.S. trade editors’ needs and meet their editorial requirements. Keep in mind that a portion of U.S-based trade publications have an international readership. Cultivating strong relationships with U.S. editors can generate favorable publicity for your company’s product or service offerings not only in North America, but throughout the world.

Based on our success in generating publicity in the trade media, here are a few ideas on how to win the respect  of U.S. editors and, consequently, achieve optimum coverage for your clients in their publications. The following points are broadly applicable to editors worldwide but they have special relevance in the U.S:

- Follow editorial guidelines. This may seem too basic to mention, but it is often overlooked in publicity ventures. Example: Many U.S. publications prohibit mentioning specific products by name in feature articles. If that’s the case, you can usually include generic product descriptions. By taking the trouble to discover, and comply with, a publication’s editorial guidelines, you have already begun to demonstrate your knowledge of that market and your respect for the editor.

- Avoid empty self-promotion. It is the PR professional’s job to promote the products, services and expertise of the client. However, if that promotion is content-empty - i.e., if it is self-serving but does not provide information that will benefit a publication’s readership - the editor will, quite properly, reject it. Provide specific, useful information. Do not use superlatives or make claims that cannot be supported. Instead, cite noteworthy product or service features and link these features directly to customer benefits. Keep the business needs of the publication’s readers foremost in mind. And always remember: editors love quantitative data.

- Always send photos. Photos attract the interest of editors and readers alike. They boost your client’s chance of coverage and potentially increase the column space devoted to your client.  Ideally, the photos should be action shots showing your client’s product or service in use. Although editors may decide to write their own photo captions, it helps to provide a brief caption or other identifying information with each photo. Include publication-ready photos not only with press releases, but also in press kits, feature articles and other submissions. This is a basic so valuable, and so often overlooked, that it bears repetition: always send photos.

- Reach out to U.S. editors. Communicate directly with editors by phone or email, and if possible arrange meetings at conferences or trade fairs. Ask your PR professional to review the editorial calendars of relevant U.S. publications and identify upcoming issues of particular interest. Propose feature stories that fit editorial schedules, themes and requirements.

- Make it easy for editors, and readers, to reach you. Remember to include contact information and email addresses in the credit lines of articles. In general, do all you can to help things go smoothly. Editors will appreciate your respect for their busy schedules and challenging jobs. Which leads us to…

- Additional editorial guidelines. Most U.S. editors follow the Associated Press Stylebook for grammar, punctuation, word usage and restrictions. For example, The AP Stylebook frowns on the use of trademarks (™) “unless the trademark name is essential to the story.” For that reason, U.S. trade editors generally prohibit the use of trademarks in their media venues. Do not challenge U.S. trade editors on this or other matters of journalistic style.

- Write about what’s new. This is a journalistic rule as old as the hills and as fresh as today’s newspaper, web site or blog. Editors are always on the lookout for news - but news doesn’t necessarily have to be earthshaking. A new component for an existing product or an emerging trend in an established industry both qualify as news that might merit a press release or a story proposal to an editor.

By successfully adapting your PR message to the audience, you can earn the status of a preferred and trusted information source for U.S. publications.

Bob Giuliano is a former U.S. trade magazine editor.
bob.giuliano@prplace.biz

Posted at 9:33am on 4^th July 2011