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...e various publications and media catering to local communities. Search them ou...

... happens to include the owners of businesses that buy insurance, and trade stories can definitely enhance your sales presentations. However, even allowing for this, you've got to roll up your sleeves and get to work on your PR efforts aimed at businesses. Add a third category to your media database that includes all the information for local business newspapers, business editors of regular newspapers, and trade publications that cater to niche markets you serve. For example, if you insure dentists, make sure that all their publications are on your press release mailing list. You may already know many of the publications, but it is a good idea to check with several clients within each niche category to find out which periodicals they tend to read. Large markets may also have a radio station or two that cater ... your trade can position you as a leader to be emulated, rather than the weakling that is always reacting to someone else's idea or action. This positioning as a leader within your industry is an invaluable sales tool when prospecting for new clientele. Just like the employees in No. 2, your customers want to be associated with a leader. Building Relations Within Your Industry Trade publications are the primary vehicle for public relations within any industry. The insurance industry is filled with trade publications, ranging from four-page newsletters to glossy magazines. But how many of you have a list of all pertinent publications, their addresses, phone and fax numbers, and names of editors and key reporters? If you don't have these things, go through that pile of magazines in the corner of your office and begin ...

...owever, some of the associations catering to niche markets have auxiliary memb...