January 15, 2025
When it comes to media outreach, pitching trade media is much different than consumer media. Trade publications focus on industry-specific content, meaning that stories need to resonate with professionals in the field in ways that add insight and value. Through close communication with clients, and a deep understanding of what’s relevant to trade audiences, it’s possible to secure meaningful coverage in these specialized publications for our B2B public relations clients.
A perfect example of this can be seen in a recent placement we secured for our client Sightline Commercial Solutions in Commercial Construction and Renovation. Like any great placement, it started with proactive pitch from our team—this time, focused on a case study spotlighting Sightline’s work on the Coastal Transit Authority Pedestrian Bridge in Gulfport, Mississippi. Based on the brief project profile we provided, Commercial Construction and Renovation responded with interest in an expanded case study.
To ensure that this longer piece would properly capture the scope and technical depth of the project, our team collaborated closely with the project manager at Sightline while working on the draft. We highlighted engineering challenges and solutions that were key to the bridge’s design and construction, ensuring that the piece would be both engaging and informative for the publication’s industry readership. By emphasizing the project’s impact on the community and its technical achievements, we crafted a story that not only demonstrated Sightline’s expertise but also showcased their ability to tackle complex, high-profile projects.
In the end, this collaboration resulted in a 7-page feature in Commercial Construction and Renovation. Breaking into a respected trade publication like this demonstrates the power of well-crafted, targeted outreach. The full expanded piece on the Coastal Transit Authority Pedestrian Bridge can be found here, starting on page 120. We look forward to continuing to drive trade media coverage for our clients in specialized spaces like trade media.