Nigel O'Dea, Director of Outsourcing B2B Marketing, discusses the benefits of editorial coverage in magazines.

Many companies seriously underestimate the power of getting good editorial coverage regionally or globally.

Press releases about new products, application case studies and feature articles have been proven to influence new customers and help open doors for the sales team. This is because so many business people use industry magazines and websites as an invaluable and impartial source for all the latest news and information about markets, applications, competitors, new products and technology developments.

Yet comparative few composites companies do any publicity themselves – Why is that the case?

The commercial benefits from editorial coverage in key trade magazines and websites can be substantial. Depending on the article content and publications obtained, regular press coverage during a year can generate tens of thousands of Pounds (Euros or Dollars) of free publicity and new sales. With good planning, securing PR coverage at the right time can boost the effectiveness of an advertising campaign and drive more visitors to an exhibition stand. This was proven very recently for three clients who all exhibited at JEC Europe 2013 and benefited from the pre-show press release coverage in key composites magazine preview articles and on the websites.

As an industrial marketing professional who passionately believes in the power of PR its commercial effectiveness, I remain astonished that so many composites companies give little if any consideration, time or budget to publicity in their sales and marketing activities. I say this, given that so many business people voluntarily sign up to receive key trade magazines such as Reinforced Plastics, and also register to be sent weekly e mail newsletters so they can keep themselves well informed about what is happening in the composites world. So why would they not want to have their company read about and promoted in this way as well? I do think many companies would like to get press releases published, but simply lack the resources and sufficient motivation.

I remain astonished that so many composites
companies give little if any consideration, time or
budget to publicity in their sales
and marketing activities.

I put this ‘publicity inertia’ by companies down to the two main reasons:

  • firstly an acute shortage of time; and
  • secondly, the fact that business to business (B2B) press release publicity is not well understood, particularly by smaller companies, who tend to think that editors are only interested in major news stories and events about big multinational companies and not something that ‘their’ company can do.

This is simply not the case. Getting effective press release coverage is something that any company can do providing the news or topic is of interest to others and the submitted press release is clear and fact based.

Editors will usually ignore any press releases submitted that are blatant adverts, but really like genuine news and interesting business partnership case study stories, especially if the press release includes one or two good photos. Getting suppliers and customers involved is a really good way to create an interesting press release news article with real substance and editorial appeal. Many companies are happy to be featured, but will typically want to approve the press release before publication.

Writing good press releases

For more guidance on writing
press releases read our blogs 
How to get a press release published Part 1 and Part 2

A good new press release or case study application story can be written by investing a bit of time and effort, following a few simple guidelines to make life easier for overworked editors. If a company lacks the time or writing skills in-house, there is the option to use the services of a PR writer.

Companies not sending out press releases and contributing to feature articles in the current highly competitive and increasing global composites market place are missing out on a powerful commercial sales tool which should not be overlooked or under estimated. ♦

Nigel O'Dea is a highly experienced industrial marketer and founder of Outsourcing B2B Marketing. He has over 25 years experience in a variety of international marketing and commercial management roles for companies including DSM Engineering Plastics, GE Plastics BV and Scott Bader Ltd.