Similarly when it comes to trade
communications, knowledge is the key to cost effective and successful editorial coverage.
on-the-line has a well documented track record of producing results in the grocery trade press.
agency's main strength is my own market knowledge and industry
contacts. I have twenty years’ experience in the food and drink
industry, eight of which were as Northern Advertisement Manager on The Grocer. on-the-line specialises in grocery and does not operate in any other market sector.
There are many benefits to this type of operation. Most PR agencies work on a food account one day, an engineering account the next, cuddly toys the week after and so on – their expertise is in writing not in the market. The advantage that we have is that as industry specialists, we are in constant contact with, and are well known by industry journalists.
This means that any information submitted is relevant and is tailored to the journalists requirements. The importance of this can not be overestimated as journalists like the rest of us are measured on the quantity and quality of the work they produce. Consequently a press release written by someone who understands their needs makes their job easier because it requires less editing, and as such is less likely to end up in the dustbin.