Nexnet

Language of the trade – Whether your PR agency is looking after solely trade media relations or pursuing a wider brief involving trade events such as shows and exhibitions, make sure that the consultants understand and can use the language of your trade. The words and phrases of your consumer communications will cut no ice with your hard-nosed trade customers. 

Your PR consultants need to understand that buyers want credible facts and figures about how well you understand the consumer, about the basis of your confident predictions for your brand’s future, and how it will add value to their business.

Media relations – The trade media in the UK comprises a vast array of publications. In most sectors, the relevance of different trade publications will vary enormously depending on your needs. Usually, the most important publications apply the highest editorial standards. 

Make sure your PR agency knows which publications matter and can demonstrate an understanding of their editorial policies, and how to turn them to your advantage. Achieving lots of coverage in the trade press may have little value if you are missing the one or two hard-to-get-in publications that will seriously influence your customers.