Trade press work

Trade press ( English trade press ) is press relations , aimed in particular at universities publics. The aim and task of trade press work is to disseminate information , especially about new findings, developments (e.g. technical nature) and their effects on the relevant specialist public. For this purpose, it addresses selected specialist media whose content focuses on the respective subject area in order to reach the desired recipients.

description

Trade press work is a journalistic-editorial discipline that is located between the respective technical information sources (such as companies, research institutions, authorities and administrations) and the specialist media as the disseminator of this information. It is mainly used by specialized PR agencies , e.g. This is partly done by (freelance) journalists or by internal employees (usually at larger institutions).

The editorial offices of the PR agencies are made up of well-trained editors and specialists who have knowledge and skills of the respective industries, specialist terms and topics. They are there to present complex content in a simple and understandable way for the recipients and the respective target group.

While traditional trade press work was almost exclusively looking for distribution via print media , it is nowadays increasingly expanding to include additional information channels, especially on the Internet .

Instruments

The main focus of trade press work is the writing of well-founded, media-friendly and target-group-specific texts, specialist articles and press releases that can deal, for example, with innovations, innovative processes or new products. In particular, the classic journalistic styles are used, such as news , reports or (on-site) reports . They are supplemented by various analog (e.g. photos, graphics, charts) and digital media (e.g. video clips, animations) for use in print or online business. In the conception, creation and production of the trade press work and the information and dialogue media that complement it, it is also a question of achieving, at best, a tailor-made communication strategy on the basis of which cross-media information dissemination of the content can take place.

For distribution in the specialist media market and within the specialist public, an agency for specialist press work ideally prepares the appropriate press distribution lists. In addition, the planning and organization of trade press conferences , the organization of company tours, etc. Ä. within the trade press application.

meaning

Trade media (print and digital) presented in 2015 for the category of persons of professional decision-makers with 94% who used the strongest type of media is and therefore serve as an information source # 1. Journals are used accordingly intensive and are everyday objects to ( B2B decision analysis 2015 / 16).

In conclusion, specialist media work is an important part of continuous corporate communication and is particularly credible due to its claim. Trade press texts are seen as an important information channel, as opinion-forming and image-promoting. Good texts can increase product awareness and deepen product knowledge within the target group.

discussion

Depending on how you look at it, trade press work has different values for the various parties involved. Companies often see them as solely assigned to marketing and thus as a purely sales market-related instrument. The specialist media, on the other hand, have to observe strict competition law regulations, which prohibit them from mixing advertising and journalistic content. Therefore, specialized PR agencies offer additional media services (planning, designing, placing of advertising including budget management) independently of the trade press work . The work of the trade press and trade journalists enjoy great appreciation in the specialist public.

literature

Sebastian Arnold: Acquiring construction contracts successfully: Guide to profit-oriented procurement . Vieweg, Braunschweig / Wiesbaden 2002, ISBN 978-3-322-80319-1 .
Silke Balsys: Public Relations in medium-sized companies . Diplomica Verlag GmbH, Hamburg 2001, ISBN 978-3-8324-7086-9 .
German trade press: B2B decision-maker analysis 2015/16. Information behavior and media use of professional decision-makers , 2016. URL: http://www.deutsche-fachpresse.de/news/news-einzelansicht/news/b2b-entscheideranalyse-201516-fachmedien-sind-die-wichtigste-informationsquelle-fuer-professionelle- decision maker /
Ralph E. Hartleben: Advertising concept and briefing. A practical guide for creating target group-specific advertising and communication concepts . Publicis Corporate Publishing, Erlangen 2004, p. 196, ISBN 978-3-89578-607-5 , 3895782270.
Jan Lies (Ed.): Compact Lexicon PR: Look up, understand, use 2,000 terms . Wiesbaden: Springer Gabler, 2016, p. 67, ISBN 978-3-658-08742-5 .
Count Georg-Volkmar Zedtwitz-Arnim (Ed.): Do good and talk about it. Public Relations for Business . Deutscher Instituts-Verlag, Cologne 1978, ISBN 3-88054-309-7 .

Web links

Homepage of the German trade press. Retrieved December 15, 2017
Trade media continue to grow: further increase in sales in 2016. In: Deutsche Fachpresse. Retrieved December 15, 2017
Corporate media. In: Institute for Industrial Communication and Specialized Media at RWTH Aachen University. Retrieved December 15, 2017
Trade press work. In: KSKOMM - PR and advertising. Retrieved December 15, 2017

Individual evidence

↑ ^a ^b ^c Georg-Volkmar Graf Zedwitz Arnim: Do good and talk about it . Deutscher Instituts-Verlag, Cologne 1978, ISBN 3-88054-309-7 , p. 193 .
↑ Sebastian Arnold: Acquiring construction contracts successfully: Guide to profit-oriented procurement . Vieweg, Braunschweig / Wiesbaden 2002, ISBN 978-3-528-11650-7 .
↑ Trade press work. 2017, accessed November 23, 2013 .
^ Silke Balsys: Public Relations in medium-sized companies . Diplomica Verlag, 2001, ISBN 978-3-8324-7086-9 , p. 110 .
↑ German trade press: B2B decision-maker analysis 2015/16. 2016, accessed November 23, 2017 .
↑ Hartleben, Ralph Erik .: Advertising conception and briefing: a practical guide for creating target group-specific advertising and communication concepts . 2nd, revised and significantly expanded Publicis, Erlangen 2004, ISBN 978-3-89578-607-5 .
↑ Lies, Jan .: Compact Lexicon PR 2000 Look up, understand, use terms . 1st edition. 2016. Gabler, Wiesbaden 2016, ISBN 978-3-658-08742-5 .

[:0-1] Georg-Volkmar Graf Zedwitz Arnim: Do good and talk about it . Deutscher Instituts-Verlag, Cologne 1978, ISBN 3-88054-309-7 , p. 193 .

[2] Sebastian Arnold: Acquiring construction contracts successfully: Guide to profit-oriented procurement . Vieweg, Braunschweig / Wiesbaden 2002, ISBN 978-3-528-11650-7 .

[3] Trade press work. 2017, accessed November 23, 2013 .

[4] Silke Balsys: Public Relations in medium-sized companies . Diplomica Verlag, 2001, ISBN 978-3-8324-7086-9 , p. 110 .

[5] German trade press: B2B decision-maker analysis 2015/16. 2016, accessed November 23, 2017 .

[6] Hartleben, Ralph Erik .: Advertising conception and briefing: a practical guide for creating target group-specific advertising and communication concepts . 2nd, revised and significantly expanded Publicis, Erlangen 2004, ISBN 978-3-89578-607-5 .

[7] Lies, Jan .: Compact Lexicon PR 2000 Look up, understand, use terms . 1st edition. 2016. Gabler, Wiesbaden 2016, ISBN 978-3-658-08742-5 .