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On Working With Trade Weeklies

This is a follow on entry from yesterday regarding our reaching out to the media for the various tradeshows we are currently supporting for our clients.

Weeklies such as  eWeek, InformationWeek, ComputerWorld and of course the online ‘zines like ZDNet, CNET, TechWeb, cover major shows like VON or CTIA.  We really don’t aim for exclusive coverage just on our client.  We know that is not always possible and there is not enough real estate (in print and online) to expect individual company coverage.

One technique that does work is to pitch a broader trends piece in the context of the show and how your technology, your product, your vision, your parterships show that you are part of an emerging trend, or how you are helping to create an emerging trend.

Also, make sure you have briefed analysts in advance, and be able to help the journalist by recommending which analysts they can call for their view on an emerging trends story in the scheme of a particular tradeshow.

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