Every business has a specialist publication - if not several- that cover its subject. Whether its broadcasting, construction, the environment (like water) or even the National Lottery, there is always somewhere that will pay special attention to your subject. Working with these papers is crucial because they are read by organisations chief stakeholders and critics, and for that reason, coverage in trade papers can be even more important than national newspaper coverage. Three examples here of dealing with them.

 

(a) The glossy front page feature is one we set up at the National Lottery Commission with Internal Auditor (& Business Risk) magazine to help promote the good work we were doing behind the scenes. A key rule of doing this is to have a credible, self-aware or at least well briefed expert. In this case a photogenic one, a good photograph always helps with placing the story higher in the order and drawing people to it.

(b) A comment piece on the UK's Lottery regulation in the US publication International Gaming and Wagering Business (IGWB) , a specialist gambling business magazine, allowed us to communicate important messages internationally to a specialist market.

(c) Water Bulletin's feature on leake was incoming media, and we used the opportunity to send a tough message to water companies that they would not get away with poor performance while at the same time defending our position's credibility. This required a lot of quick and tricky work on a technical and legal subject.