Digital PR Explained: The Niche Media Advantage
January 24, 2024 - by Jennifer Ringler, MS
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In this episode of Digital PR Explained, host Britt Klontz talks with Jennifer Ringler, founder and CEO of ReadHealthy Communications. Jennifer has spent over a decade working with pharmaceutical and biotech clients, using her background as a journalist to help companies tell meaningful stories.
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Jennifer shares practical tips for identifying and pitching to niche publications, managing client expectations, and crafting messages that truly connect with specific audiences. She also walks us through an example of how she helped a biobank client use an upcoming FDA regulation as an opportunity to share valuable insights with their audience.
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If you want to focus on connecting with the right readers rather than chasing big-name outlets, this episode is for you.
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What You’ll Learn in This Episode:
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Why niche publications are often more effective than big outlets
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How to explain the value of these publications to clients
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Simple ways to find the right publications for your audience
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How to create pitches and stories that resonate with niche audiences
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A real-world example of how understanding client challenges builds trust
About Our Guest:
Jennifer Ringler is the founder and CEO of ReadHealthy Communications, a PR firm working with pharmaceutical and biotech companies. She brings years of experience in life sciences and journalism to her work, helping clients tell authentic stories that connect with their audiences.