Navigating Trade Media: A Guide to Public Relations in the Dietary Supplement Industry
by Suzanne Shelton, Founder & President of The Shelton Group
Public relations can be difficult to measure, yet its impact on visibility, credibility, and industry influence can be significant. Within the dietary supplement industry, business-to-business public relations operates differently than it does in most other sectors. Companies that work with specialized supplement PR firms understand those distinctions, but many organizations either manage media relations internally or would benefit from a clearer understanding of how trade media operates. Drawing on our nearly nearly four decades of industry experience, here are some fundamentals of working effectively with dietary supplement trade publications.
UNDERSTANDING THE ROLES WITHIN A TRADE PUBLICATION
One of the first conversations I have with new clients centers on their existing media relationships. Typically, they mention a combination of editors, writers, publishers, and advertising representatives, often assuming these roles overlap more than they actually do.
While every publication is structured somewhat differently, editors are generally responsible for managing editorial content. They develop editorial calendars, assign stories, oversee deadlines, edit submissions, and ensure articles meet the publication's standards. Many editors also write articles themselves.
Writers (staff or freelance) are assigned topics by editors and conduct interviews with subject matter experts selected for their knowledge and relevance to the story. Those sources may include advertisers, researchers, consultants, manufacturers, trade association representatives, and other industry professionals. Some editors assign a list of companies to interview, others leave that up to the writer.
Trade publication editors and writers are usually trained journalists. Their role is to gather information, verify facts, interview credible sources, and produce content that serves their readers. Many also utilize plagiarism-detection tools, making it important to provide original language rather than recycling previously published material. If you have AI do it, make sure to read it through carefully before sending it to the writer.
Publishers typically oversee business operations, advertising sales, and sponsorship opportunities. Advertising representatives focus on selling media placements, sponsored content, and marketing programs. Although advertising staff may occasionally recommend companies as potential editorial sources, they do not often determine article content.
For that reason, it is important to build relationships with editorial staff as well as advertising personnel. Strong editorial relationships often lead to interview opportunities, contributed content, and increased visibility. Writers also tend to return to sources who consistently provide thoughtful, substantial information and meet deadlines.
EDITORIAL COVERAGE IS NOT ADVERTISING
One of the most common misunderstandings in trade media is the difference between editorial content and paid content.
Advertising and sponsored content are purchased. The company provides approved copy and artwork, and while publications may require compliance with their guidelines, the advertiser largely controls the message.
Editorial content is different. Articles are developed and controlled by editors and writers. While companies may contribute information, the publication determines how that information is used and presented.
Trade publication journalists are generally interested in helping their readers better understand important issues, trends, and developments. They value knowledgeable sources who provide useful insights rather than promotional talking points. Companies that offer substantive information, by deadline, are more likely to become trusted sources.
Bylined articles occupy a middle ground. These are articles written by a company representative and submitted for editorial consideration. The author controls the content, while the publication decides whether it fits its editorial needs. The most successful bylined articles educate readers and provide practical value. Articles that read like advertisements rarely receive favorable consideration and may reduce future opportunities.
KNOWING YOUR AUDIENCE
The trade media landscape has changed dramatically over the years. Decades ago, only a handful of publications served the entire U.S. dietary supplement industry. Today, numerous print and digital outlets focus on specialized audiences and sectors.
Because of this expansion, companies should think carefully about whom they are trying to reach. Ingredient suppliers, for example, may want to communicate with product manufacturers evaluating raw materials. They may also want to reach retailers responsible for selecting products for store shelves.
Those audiences often require different messages. Manufacturers may expect detailed technical information, while retailers may be more interested in consumer benefits, market trends, and merchandising considerations. Effective communication starts with understanding the needs of each audience.
WHAT MAKES AN EFFECTIVE NEWS RELEASE?
A news release, or press release, is a company-generated announcement designed to communicate newsworthy developments to the media.
An effective release answers the essential questions: who, what, when, where, why, and how. Depending on the topic, supporting materials can increase its usefulness. Clinical study announcements should include access to the research. Personnel announcements and event news benefit from high-quality photographs. Providing multiple image options can make it easier for editors to use the story.
Distribution should be targeted. Before sending a release, confirm that the publication regularly covers that type of news. Editors appreciate relevant information and are more likely to engage with organizations that respect their time and editorial focus.
If you do not receive an immediate response, a polite follow-up is entirely appropriate. Some editors may request additional information, updated comments, or exclusive quotes. Be prepared to respond promptly and remain available after distribution. Try not to send a press release out the day before you go on vacation.
Not every release will be published, and that is perfectly normal. The goal is to establish long-term relationships with media contacts by consistently providing information they can use.
PUBLIC RELATIONS EXTENDS BEYOND PRESS RELEASES
Many people associate public relations exclusively with press releases, but media relations encompasses much more.
One of the most valuable opportunities is serving as an expert source for industry articles. Most trade publications publish editorial calendars that outline upcoming topics. Reviewing those calendars allows companies to identify areas where they can contribute expertise.
A concise email introducing your credentials and explaining your relevance to a topic can position you as a resource for future articles. Sometimes the editor will include you immediately; other times they may already have sufficient sources. Regardless of the outcome, professionalism and persistence matter.
Companies can also propose article ideas directly to editors. When those ideas align with the publication's audience and editorial goals, they may lead to bylined article opportunities or editorial interviews.
MAKING THE MOST OF INTERVIEWS
When journalists request interviews, written responses often provide the greatest control and accuracy. Email interviews allow subject matter experts to carefully consider their answers, refine their language, and consult colleagues if necessary.
Remember that interview responses are not complete articles. They are individual quotes from which a writer may select. Each answer should therefore stand on its own and communicate a clear point.
Some reporters prefer to have a conversation with a source. This is fine when you know your topic inside and out, but don't hesitate to say you want to check some facts and will send them that information.
Meeting deadlines is equally important. Editors and writers depend on reliable sources to complete stories on schedule. Consistently providing thoughtful responses on time helps establish credibility and increases the likelihood of future media opportunities.
Trade media relationships are built over time. By understanding how publications operate, respecting the editorial process, and focusing on providing useful information, companies can significantly expand their visibility and strengthen their reputation within the dietary supplement industry.
