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3 reasons to utilize industry publications for earned media coverage

By Marjorie Comer

Your company should look closer at this hidden gem opportunity.


A man reading something on a tablet.Earning media coverage in outlets your target audience consumes is one goal you might be familiar with in your public relations efforts. One area of media coverage companies often overlook is their own industry publication and association outlets. Many companies don’t think these are worth their time because their clients aren’t consuming articles from those outlets. However, you should seek out and utilize industry and association publications because they’re a hidden gem that can boost your company more than you may realize. Here are three reasons why.


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  1. You can submit byline articles. Many industry publications allow outside sources to submit articles. This means you can control the message, the story, and much of the content. You may have to ensure the article isn’t too self-promotional, but you can benefit from having your byline with an acknowledgment of your company in the bio of the article. These elements aren’t available in top-tier publications like Inc., Fortune, and The New York Times – those may only quote you or mention you in a paragraph.

  2. You can hit target readership. As a business owner, think about what publications you read and keep every month. Companies and executives often read their own industry publications (if you are a podiatrist, then you are reading Podiatry Today, or a franchisee may be reading Franchise Times). They may even read these more regularly than they read Forbes, Money, or Entrepreneur. While it’s helpful to learn from other companies, it’s even better to improve your product and company based on what other industry innovations may highlight.

  3. You earn great benefits. There is more than one benefit to utilizing industry publications, including the overall opportunity to say you’re a published writer. If you think about your peer company executives, how many of them have published an article showing their expertise or thought leadership? Having a byline article published allows readers to save and share your full article. This is also something you can include in your personal portfolio, such as on LinkedIn and your company’s page. This adds to your credibility and boosts your expertise.


As PR professionals, part of maintaining your company’s success is ensuring that you are educated and knowledgeable in earning media coverage and building your brand. You never know, as you build your reputation within your company’s industry publications, additional opportunities tend to open up, including the possibility of speaking at an industry event. Be sure to check out Axia’s webinar “Questions and Answers from a Public Relations Pro” today for additional guidance and insight. 


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Marjorie Comer.Clients love Marjorie’s work ethic, speed and diligence. She has worked with Axia Public Relations since October 2011. Marjorie graduated from Rockhurst University with a Bachelor of Arts in communication and loves to cheer for her hometown Kansas City Royals. Learn more about Marjorie.

Topics: earned media, news media

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