How Can a Media Relations Strategy Be Tailored for a Niche Industry?


    How Can a Media Relations Strategy Be Tailored for a Niche Industry?

    Crafting a media relations strategy for a niche industry or audience requires keen insight and adaptability. We've gathered the expertise of CEOs and Senior Managers in Media Relations to share their wisdom. From analyzing niche media and audience interests to partnering with relevant associations for visibility, discover the eight distinct strategies these professionals use to captivate specialized markets.

    • Analyze Niche Media and Audience Interests
    • Build Relationships and Partnerships
    • Align Announcements with Industry Events
    • Segment Targets and Highlight Relevance
    • Research and Adjust to Audience Dynamics
    • Engage Niche Media with Personalized Pitches
    • Tweak Strategies for Niche Audience Engagement
    • Partner with Relevant Associations for Visibility

    Analyze Niche Media and Audience Interests

    I find that niche industries and audiences require a bit of extra research to fully understand what they are uniquely and currently facing (and why), what messages might resonate best with them, and what media are covering these findings. At the cross-section of this analysis are the reporters and/or outlets that are most likely to be interested in the story, expert, etc., I'm selling.

    Veronica HuntSenior Manager, Media Relations, Padilla

    Build Relationships and Partnerships

    As the owner of a majority-female recruiting firm working in the male-dominated sector of equipment manufacturing and industry, I've naturally drawn in a variety of marginalized workers looking for a placement service sensitive to systemic bias. Eventually, I wanted to reach out to this audience and make it more of a specialty.

    But as a woman myself, I certainly didn't want to rely on stereotypes to create a media relations strategy. Targeted advertising seemed trite and presumptuous.

    Instead, I focused on relationship building. By reaching out to various progressive groups, I was able to develop partnerships that allowed me to reach niche audiences, while also doing good for the community I served.

    Linn Atiyeh
    Linn AtiyehCEO, Bemana

    Align Announcements with Industry Events

    As a recruiter in the fast-moving tech industry, I've found that tying my announcements to broader advancements in the field has been key to reaching the audience I desire.

    In other words, speak when people are listening.

    Identify big moments in your niche, and then tailor your own strategy around them. Release press on a schedule that matches those wider developments.

    For example, AI has been a big topic in my industry, and so, highlighting how Redfish Technology is using these new software tools to better candidate evaluation techniques is a natural way to incorporate ourselves into the conversation.

    Rob Reeves
    Rob ReevesCEO and President, Redfish Technology

    Segment Targets and Highlight Relevance

    I believe that we should always be tailoring our PR strategies to fit the target industry or audience. Whatever it is that you're trying to share — the work of an artist, a moment of impact, story coverage, tickets, or any product — think about who is receiving your pitch and why it would be important to them. Overall, you shouldn't be trying to alter the guts of what you're trying to get eyes on, but you can certainly segment your target lists and change the select highlights. Two key things to keep in mind: Timing (When does this person/outlet/community need to know this information to accomplish what we want them to do with it?) as well as the Key Threads (What is the draw that will make your industry/audience interested? Why does it matter to them? What are the larger connections that make this special?).

    Further than that, meeting your audience where they are is one of the most important things you can do. Keep in touch with those various communities, understanding their buying patterns, interests, and where they are getting their information from. This needs to be reevaluated constantly to adjust the places you're spending your time and resources marketing. Print? Digital? Radio? Most likely yes to all, but where, when, how much, and what language? These are the choices that will be impacted by thinking about your audience, their needs, and buying habits.

    You can apply the same tactics as you get more niche. The greater the lack of knowledge you have about an industry or group, the more room there is for learning. You can do things like utilize focus groups for audience insights or recruit a community partner who has more experience with a particular field or community, but be sure to just take time doing the basics: search around on Google, inform key parties who can help you further your outreach, and most of all, segment, shape, and streamline your messaging to hit audience needs first and foremost.

    Lilian Varner
    Lilian VarnerMarketing and Media Relations Manager, University Musical Society

    Research and Adjust to Audience Dynamics

    Whenever I tailor a media relations strategy for a niche industry or audience, I conduct thorough research. Here, understanding their unique market dynamics and audience preferences and identifying effective communication channels is essential. I have focused on crafting key messaging that resonates well with the target audience while building solid relationships with the right journalists. Further, remaining flexible and adjusting the strategy by monitoring industry changes to stay relevant goes a long way. By doing so, I have been able to create customized media relations strategies that have efficiently reached and engaged the applicable audience and helped me establish positive relationships and boost the required awareness, ultimately leading to successful outcomes.

    Madhavi Chary
    Madhavi CharySenior Manager - Media Relations, The PRchitects

    Engage Niche Media with Personalized Pitches

    In dental healthcare, such a media relations strategy involves a deep understanding of and engagement with targeted media outlets and influencers who specialize in health and wellness. At Dental SEO Expert, we start by conducting thorough research to identify journalists and publications that are influential within the dental health space.

    One example of this approach in action was during our campaign to raise awareness about new dental implant technologies. We created a list of dental health bloggers, trade magazines, and journalist contacts who had previously covered similar topics. By writing personalized pitches that highlighted the unique aspects of the technology and its benefits to patients, we successfully placed articles in several top dental health publications.

    This strategy established our client as an innovator in dental solutions. The campaign resulted in a 20% increase in referral traffic to our client’s website and a significant boost in patient inquiries about the new technology.

    Ihor Lavrenenko
    Ihor LavrenenkoCEO, Dental SEO Expert

    Tweak Strategies for Niche Audience Engagement

    The heavy civil construction industry is particularly niche, making a typical media relations strategy difficult but possible. Taking the general outline of a previous media relations strategy you've used, whether at another company or even in another industry and making simple tweaks can be successful in really targeting your new niche audience.

    You don't have to completely change your strategy to be effective. If you've had previous success in another industry with a particular media outlet, it's worth reaching out to your contact and seeing what opportunities they have or other contacts they might have. While your industry might be niche, the local news might still be interested in knowing that you're hiring and be willing to feature your company in a segment regarding open positions in your area. It might not increase your brand's awareness among customers, but it still solves a real problem your company is experiencing.

    Jordan Jones
    Jordan JonesMarketing & Communications Manager, HEI Civil

    Partner with Relevant Associations for Visibility

    At PanTerra, we partner with associations that directly address the needs of medical companies grappling with HIPAA compliance. We researched associations like the American Health Information Management Association (AHIMA), the Health Information and Management Systems Society (HIMSS), and industry-specific associations relevant to our target audience within the medical field.

    We consider sponsoring relevant association events, webinars, or publications. This increases brand visibility and positions PanTerra Networks as a supporter of industry best practices.

    PanTerra also seeks speaking opportunities at association conferences or events. This allows our experts to directly address the audience's concerns and showcase their knowledge of HIPAA compliance solutions.

    Shawn Boehme
    Shawn BoehmeDirector of Sales, PanTerra Networks