June 10, 2024 0 Comments

How PR Can Reach Your Target Audience: Reaching Niche Markets with the Power of Media Relations

PR coverage for brands scaled

The competition is hot for companies today. Brands are innovating and disrupting every vertical within every industry, in every market. With so much digital noise, it can be difficult for companies to stand out and reach the right audiences. Even the most exciting product launch or the most innovative new solution can fall flat if it doesn’t reach the right customers.

PR is a useful marketing tool because it’s uniquely equipped to solve that problem. A good PR strategy can help brands reach extremely niche audiences. For brands that need to get specific highly specialized messages to a specific segment of the market with authority and credibility, media relations can get the job done.

Every industry has its respected trade publications, and those outlets have dedicated, highly-informed readerships and deep industry reputations in very niche markets. Savvy brands can use PR to land placements in those outlets, and unlock access to that reach and industry credibility.

In this post, we’ll show you how it’s done, and how a top public relations team can help brands reach even the most niche audiences.

Understanding the Different Types of Media

Before seeking earned media coverage for your brand or business, it’s critical to understand the different types of audience each type of publication will have. Most business leaders are familiar with traditional local and national publications, but trade publications are just as important. 

Each industry has its own respected, niche trade publications, whether it’s in hospitality, logistics, real estate, travel, technology, consumer goods, or something else. National outlets like the New York Times or the Wall Street Journal extend to vast readerships across a broad array of industries, backgrounds and professions. Unlike those “top-tier,” mainstream media outlets, trade publications hit right within your designated customer market. It’s a more targeted space in which to make your media maneuvers, because those trade outlets are likely to be what the decision-makers within your unique market are reading. 

The best public relations agencies understand that a groundswell of placements in trade publications can set the foundation for brand credibility, which in turn will increase your brand’s chances of capturing interest from reporters at larger outlets later on. You can learn more about this approach, called the Spiral Method, in this blog post. But, for now, let’s use an example.

The publicist for a healthcare brand may first look to place their client in an outlet like Healthcare Dive or Becker’s Hospital Review to garner credibility, before moving on to a broader consumer outlet with a larger readership, such as Women’s Health or Prevention. When a reporter from Women’s Health researches a new brand and finds they’ve been placed in reputable trade outlets in the past, it speaks to the legitimacy of that brand as a source—and could even inspire a potential profile or feature.

By recognizing the importance of trade publications and the specific audiences they target, brands can zoom in on the precise audience niches that will move the needle for them.

How Strategic Media Placements Can Connect Brands with the Right Audiences

A 2023 PR survey by Prowly found that 61% of respondents working in-house for brands believe the value of PR is twofold: media coverage and working relationships with journalists. And those are two core benefits of PR! But, with an understanding of how an integrated marketing agency reaches your key consumers through trade media, you can take it one step further. A targeted media relations program can achieve specific goals for your brand messaging and your bottom line. 

Here are some examples of how trade media placements can help a brand to reach its core buyers and decision-makers: 

Highly Technical Software Brands: 

Consider this: A B2B SaaS brand wants to reach more businesses in need of innovative cloud computing and data storage solutions. This type of brand could greatly benefit from placements in niche technology outlets. So, a good PR practitioner with experience in the tech market might work to secure interviews for the company’s cybersecurity expert in trades like Cloud Computing Magazine, CIOReview or InfoSecurity Magazine. These are the types of publications that a cybersecurity expert is likely to be reading, for a more targeted view of industry news than the high-level coverage a mainstream outlet would provide. Buyers for a specialized tech brand like this don’t need to read their cybersecurity news in layman’s terms from The New York Times, and are much more likely to prefer the nitty-gritty coverage a tech trade can provide. 

Niche Medical Markets: 

Consider this: A brand founded by a cardiologist is gearing up for a funding raise, and wants to leverage the credibility of respected medical trades to impress potential investors. A savvy PR strategist for this type of brand would look to trade publications such as Diagnostic and Integrative Cardiology, Cardiology Advisor or MedTech Dive to drive media placements that would help the company stand out from its competitors. Securing coverage in these outlets enhances the company’s credibility as an industry innovator with a life-saving solution, and can prove to potential investors that the company’s product or solution can stand up to the scrutiny of a knowledgeable, experienced medical trade reporter. 

Targeted Consumer Outreach: 

Consider this: A brand founded by a Black stylist and hair care expert wants to increase share-of-voice in the competitive hair care market and reach more potential customers ahead of the holiday season with her salon-quality shampoos, conditioners and styling creams. By leveraging the right consumer media connections, a skilled PR expert might work to place this brand for product features, gift guide roundups and seasonal listicles in respected trade publications like Black Beauty & Hair and Hype Hair. By leveraging media relations and affiliate marketing campaigns, this brand could forge relationships with media outlets to reach readers who are more likely to be seeking new hair-care essentials designed by-and-for Black women. 

Whether B2B or B2C, these types of placements can help to prove a company’s trustworthiness, drive more sales and establish visibility. Additionally, it builds relationships with the reporters who are experts in that particular space, who may consider the brand for ongoing coverage in the future.

Why You Shouldn’t DIY Your Trade PR

The best PR agencies that specialize in specific media markets have spent years honing their press relationships. They understand the various nuances, preferences and newsworthiness required to work with specific outlets and their very concentrated coverage.

When it comes to a targeted media pitch, you should never go at it alone. Making a poor impression on a trade journalist — whether through annoyance, lack of knowledge about newsroom processes, or otherwise — could backfire and cost your brand any chance at earning future coverage at that publication. Further, many reporters will cover their specific beat for years, and they’re often well-connected with others also in their niche.

Getting your brand in front of your target audience requires a strategy created and executed by a highly skilled PR practitioner who understands how newsrooms work. Not only will the best PR agencies possess expertise in your industry and have your back every step of the way, they will also ensure you land that coverage before your competitors do. 

Interested in finding out how a trade media push can help your brand reach its target audiences? Click here, and we’ll talk you through it!


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Trust Relations Team