PR: Join the press gang
When Ken Clarke, Conservative party leader candidate, decided to express his new views on the Euro he went to specialist trade title Central Banking Journal. Instead of going to the Financial Times or The Daily Telegraph he gave an exclusive, eight-page interview to a quarterly journal that most of us have never heard of. Why? His message was most relevant to its audience of senior staff at central banks. And, of course, because the story was so high interest it quickly found its way into the nationals, albeit a condensed version.
Relevance is the key issue when targeting the press trade and national. Clarke, or more probably his advisers, chose relevance over high circulation figures and a sexy title. Choose the publication that your target audience is reading and the odds on it being a successful PR campaign escalate dramatically.