Understanding the Pros and Cons of Having Your Company Featured in an Industry Magazine

A company feature can provide several benefits, but there are cautionary notes to consider before you agree to participate.

As a niche trade journalist, sometimes I am tasked with cold calling a company to see if there is interest in being featured in an article. It’s not always an easy sell. In fact, these days it is a lot harder than it was 20 years ago. And it isn’t just me. Many companies may face similar challenges in encouraging a customer to participate in a case study or a story that features the vendor’s products or services.

Determining whether to have your company featured in an industry magazine is an important decision that many business owners confront. It’s a decision that comes with its own set of benefits and potential pitfalls, much like any significant business choice. Given my professional bias, I fall in favor of grabbing the exposure while taking safeguards against potential messaging mistakes, but let’s explore the pros and cons in detail, starting with the advantages.

The Benefits of Having Your Company Featured in a Trade Publication

1. Increased Visibility: One of the main advantages of being featured in an industry magazine is the increased visibility it affords your company. A study by PR Newswire (2019) revealed that companies featured in industry publications experienced a 24% rise in brand visibility[1]. This increased visibility can provide your company with a significant boost, whether you’re a startup looking to make a name for yourself or an established brand seeking to maintain its presence.
2. Enhanced Credibility: Industry magazines are often perceived as authoritative sources in their respective sectors. Consequently, being featured in one can substantially bolster your brand’s credibility. In fact, the Nielsen Global Trust in Advertising Report (2015) found that 66% of consumers trust editorial content[2]. This can give your company a significant advantage in building trust with potential customers.
3. Opportunities for Networking: Being featured in an industry magazine can open doors to new business relationships and opportunities. It essentially gives your company a platform to reach out to industry players who might be interested in forming partnerships or collaborations.

The Potential Pitfalls

1. Exposure of Negative Aspects: While being in the spotlight can significantly increase your visibility, it can also expose any negative aspects of your company. This was evident in the case of Theranos, which faced a significant public relations crisis following a Wall Street Journal exposé[3]. This underscores the need for transparency and ethical business practices.
2. High Expectations: Being featured in an industry magazine can significantly raise expectations from customers, partners, and stakeholders. If your company fails to live up to these expectations, it may lead to a loss of trust, which can be challenging to regain.
3. Risk of Misinterpretation: There’s always the potential for media to unintentionally misinterpret or oversimplify the information you provide. This can lead to inaccurate portrayals of your company, which can negatively affect your brand image.

In conclusion, being featured in an industry magazine can offer a wealth of benefits, including increased visibility, enhanced credibility, and new networking opportunities.  It can potentially help your marketing and recruitment efforts. However, it’s crucial to be aware of the potential pitfalls, such as exposing negative aspects of your company, managing high expectations, and the risk of misinterpretation.

Consider safeguards such as reviewing other work by the author and the publication, and asking to review the article before it goes to print. And before the interview, it is worth taking the time to think about the story you want to share. As with any business decision, it’s important to weigh the pros and cons and prepare accordingly.

References

1. PR Newswire. (2019). Effectiveness of Brand Visibility in Industry Publications. Retrieved from https://www.prnewswire.com/news-releases/new-study-reveals-effectiveness-of-brand-visibility-in-industry-publications-300945230.html
2. Nielsen. (2015). Global Trust in Advertising Report. Retrieved from https://www.nielsen.com/eu/en/insights/report/2015/global-trust-in-advertising-2015/
3. Carreyrou, J. (2015). Hot Startup Theranos Has Struggled With Its Blood-Test Technology. Wall Street Journal. Retrieved from https://www.wsj.com/articles/theranos-has-struggled-with-blood-tests-1444881901