Public Relations working the trade side of the business

Lately, our PR work for some of our clients has turned into an outreach to trade. The same effort to get magazine writers to write about something (cocktails in the example below) can be used on the trade side of the business to educate the trade (bartenders/mixologists in the example below).

I just like it because it's not a typically boring press release. We have been doing these cocktail sheets lately for a client (you can see who) and they've gone over very well. Our team developed them for PR outreach to writers, but the client has been using them internally as employee education and externally as outreach to the trade. We've done several of these sheets and are starting to create "how-to" sheets for the same client.

It's a pretty fun way to express some trends, something this client is very good at predicting.