Trade Media 101: How to Pitch and Build Relationships in B2B PR

In this episode of PR Explored, host Michelle Garrett, a PR consultant, author, and writer, interviews her guest, Kelly Rodriguez, editor-in-chief of Refrigerated & Frozen Foods (BNP Media), to explain what trade media is and why it matters for B2B PR.Rodriguez contrasts trade and mainstream coverage, emphasizing trade media’s highly engaged niche audiences, subject-matter expertise, and industry-specific language, using food and beverage examples.She advises PR pros to know each publication’s coverage area, tailor pitches, include the basics (who/what/when/where/why/how), and offer strong hooks, timeliness, and access (plant tours, trade-show meetings, and knowledgeable spokespeople like C-suite and R&D).They discuss relationship-building, noting it shouldn’t determine coverage but can improve relevance and responsiveness.Rodriguez also addresses editorial independence versus paid opportunities, and highlights growing importance of being cited in AI-driven search (GEO/AEO). Both stress providing high-quality, permissioned visuals and captions.00:00 Welcome and Guest Intro02:35 What Trade Media Is03:36 Trade Media vs Mainstream07:32 Why Niche Coverage Matters12:56 Inside the Cold Chain World16:28 Pitching Trade Editors20:06 Passing Pitches to Peers22:43 What Makes Pitches Pop27:06 Trade Shows and Relationships30:39 Long Timelines in B2B31:18 PR Editor Partnerships32:16 Offer Real Experts33:15 Does Relationship Matter36:33 Fairness And Fit37:44 Editorial Versus Paid43:08 Ads Influence Coverage48:46 GEO AEO Trade Media54:19 Visuals That Get Used56:41 Photo Delivery Rights59:01 Wrap Up And ThanksShow notes:Follow Kelley Rodriguez on LinkedIn: https://www.linkedin.com/in/kelleyrodriguez/Visit Refrigerated & Frozen Foods online: https://www.refrigeratedfrozenfood.com/Follow Refrigerated & Frozen Foods on LinkedIn: https://www.linkedin.com/company/refrigerated-frozen-foods-magazine/posts/?feedView=allFollow the host: Website: www.michellegarrett.com LinkedIn: https://www.linkedin.com/in/prstrategist/YouTube: https://www.youtube.com/@PRisUsX/Twitter: https://x.com/PRisUsThreads: https://www.threads.com/@prwritergalMichelle's book - B2B PR That Gets Results - is available nowBook a no-obligation call to talk about your needs here. About the host: Michelle Garrett is a B2B PR consultant, media relations consultant, writer and author of B2B PR That Gets Results, an Amazon Best Seller. She helps companies create content, earn media coverage, and position themselves as thought leaders in their industry. Michelle’s articles have been featured by Entrepreneur, Content Marketing Institute, Muck Rack, and Ragan’s PR Daily, among others. She’s a frequent speaker and podcast guest on public relations and content. Michelle has been repeatedly ranked among the top ten most influential PR professionals.