How can I encourage feature coverage of my client in its key trade press (publications)?

There are some things to consider when targeting the media, especially when you're seeking a feature. First, don't bombard your contacts with press releases if the news isn't relevant to them. Reporters get hundreds of releases a day, and if they feel that you're just filling their in-box, they will ignore you.

Second, feature stories take time. You need to build a relationship with the reporter/editor. When you're traveling and in their city, give them a call beforehand and see if they can meet for coffee. Don't try to sell them a story, but talk to them about what they're looking for, what works best for them and how you can work together. Good relationships are key, but they are developed over time.

Third, instead of pitching just a "this is our company and this is what we do" kind of story, identify current industry trends or research that shows future trends where your company will be at the forefront with its product/service. Any media outlet's main goal is to report stories that benefit its readers, viewers or listeners. Remember the key question they always think of, "What's in it for my audience?"

Unique angles or "hooks" can draw a reporter's attention. If your company is one of many others that perform the same type of service or offer similar products, there's nothing that really makes you stand out. Offering up an executive only strokes the executive's ego, but does nothing for telling good stories.

If there are industry experts, analysts, pundits, etc., that you can turn to as resources to offer the editor to speak with, then you're giving them someone who can provide that industry perspective and weave in your client's business into the mix. Third-party credibility really helps because now it's not just your client (through you) that's tooting its own horn, you have someone on the outside that is providing support.

Having been on the agency side of PR, I know how some clients only care about getting the feature no matter what. I personally feel it's an unrealistic expectation that is forced upon agenices, as features are not easy to come by. It takes a lot of work (and time...sometimes months) to get the feature.

However, if your client has a real, new, unique story to tell that will benefit the outlet's audience, it has a good chance of being told, although there are never any guarantees in PR.

Your client needs to understand that concept in addition to the work it takes (timing, relationships and third-party credibility) to help it all come together to help sell the editor on a good piece.

Good luck!