When it comes to press offices or PR, many companies immediately think of coverage in major newspapers such as Il Sole 24 Ore, Corriere della Sera, and La Repubblica.
And it’s true, these are channels that are contacted on a daily basis in many PR strategies.
But while it’s true that these publications bring great visibility, it’s also true that they are not the only, nor always the most effective, channel for growing a brand.
PR today means building a multi-channel, multi-format strategy that also includes vertical media, trade magazines, specialist columns, themed podcasts, influential blogs, and niche newsletters.
Because that is often where the right audience is found.
Industry media: qualified and relevant visibility
An article published in a specialist magazine can have a much greater strategic impact than a brief mention in a mainstream publication.
Why?
- Reach a highly targeted audience that is already interested in your topics.
- Improve your perceived positioning within your industry.
- It can generate qualified leads, partnerships, and direct inquiries.
- Increase the technical and professional credibility of your brand.
A concrete example: according to a study by the Content Marketing Institute (2023), B2B companies that invest in content distributed across vertical media generate 67% more leads than those that rely solely on social media.
PR does not stop at the press
The visibility generated by a PR activity is not limited to print or online articles:
- Articles are shared on social media, generating conversations.
- They may be reprinted in industry newsletters.
- They influence Google searches and the brand’s SEO ranking.
- They are read by potential partners, stakeholders, or investors.
Furthermore, according to the Reuters Institute’s 2024 report, 40% of people discover current events and emerging brands through articles shared on social media, demonstrating that editorial content not only informs, but also spreads and amplifies brand visibility.
Sector visibility = strategic advantages
Appearing in the right media can bring very tangible benefits:
- Support sales in strategic markets, especially if vertical media are read by decision-makers, buyers, or technicians.
- Attracting investors, especially during the round or scale-up phase
- Strengthen your reputation during the recruitment phase by positioning yourself as an attractive and authoritative company.
- Building a coherent and continuous narrative that translates into long-term branding
In summary
Being present in the media that matter doesn’t just mean “being everywhere,” but being in the right places for your audience.
PR helps you get found when it really matters: when someone is looking for an expert, a partner, a product, or a solution in your industry. And that’s where the real positioning game is played.