For executive leaders and marketers in the water and wastewater space, media coverage builds credibility, establishes thought leadership and drives brand awareness. But how do you move beyond paid advertisements and advertorials and instead secure valuable earned media placements? 

Often, the answer lies in strategic public relations (PR) services, and editorial meetings are one way to earn powerful placements in the publications that decision-makers follow.

The editorial meeting: Your direct line to industry influencers

Think of an editorial meeting as dedicated time for your company to connect in-person, directly with the editor of an industry publication. Many editors attend major water conferences such as ACE or WEFTEC, and our PR pros leverage these events to schedule as many meetings as possible for our clients with those attending editors. 

Instead of a traditional media interview or Q&A session between an editor and a client, editorial meetings are conversational and designed to build relationships, introduce upcoming content themes and share how your company can serve as a resource or thought leader for the publication.

Typically lasting about thirty minutes, these meetings are your chance to:

  • Introduce your company: Share who you are and what unique solutions you bring to the water sector.
  • Highlight news + developments: Discuss any recent breakthroughs, product launches or significant projects.
  • Discuss industry trends: Offer your perspective on current challenges or future shifts within the water and wastewater landscape and how your company can serve as a solution.
  • Share strategic messaging: Align on the key messages your brand is emphasizing at that time.

Why editors want to meet: Insight meets impact

Industry publications release their editorial calendars near the beginning of each calendar year. These calendars are invaluable guides, outlining the topics, themes and special reports editors plan to cover throughout the year. Reviewing them ahead of time can give you a strong indication of where your company’s expertise or news might align, serving as a powerful roadmap for your conversation.

During the meeting, the editor will also share what types of content they are actively seeking for upcoming issues. This could range from:

  • Case studies: Real-world examples of how your solutions solved specific problems for clients
  • Technical articles: In-depth pieces explaining complex processes or technologies
  • Opinion columns: Thought-provoking perspectives from your leadership on industry issues
  • News releases: Timely announcements about significant company events, products or achievements

By the end of a successful meeting, at least one, if not more, earned content opportunities are often secured, and clear next steps are discussed, creating clarity on your path to media coverage.

How Boeh Agency accelerates your media coverage

Securing valuable media placements requires a strategic and proactive approach. We step in to support your team as a full-service ally, leading you through every step of the process to ensure your brand stands out.

Our role in securing and executing impactful editorial meetings and subsequent coverage includes:

  • Strategic pitching: We identify and pitch relevant editors, garnering their interest in meeting with our clients.
  • Logistics + scheduling: We handle all the details of scheduling meetings and managing logistics during busy conferences.
  • Opportunity identification: We pull editorial calendars, identify potential placements and align your story with upcoming themes.
  • Talking point preparation: We work with you to develop concise, impactful talking points that align with your strategic messaging and the editor’s interests.
  • Meeting facilitation: Our team facilitates the meetings, ensuring smooth conversations and clear outcomes.
  • Securing placements: We actively identify and confirm opportunities for earned content during the meeting.
  • Post-conference follow-up: After the conference, we confirm all secured opportunities with the editor, clarify deadlines and review guidelines.
  • Content development + coordination: We collaborate with you on content development for the secured placements, ensuring it meets publication standards and continued communication with the editor to fulfill the opportunity.

Maximizing your brand coverage with water media

To consistently secure meaningful earned media placements for your water brand, remember these key principles:

  • Know their needs: Understand precisely what editors are looking for—be it specific types of content (case studies, technical articles) or expert commentary.
  • Understand their audience: Recognize the publication’s readership. Tailor your pitches and content to what will genuinely interest their audience.
  • Leverage editorial calendars + media kits: Always review the media kit and editorial calendar to identify relevant topics and suggest pitches aligned with upcoming issues.
  • Earned means non-promotional: This is crucial. Earned placements are about sharing valuable insights and news, not directly promoting your products or services. If content is too promotional, editors will typically direct you to their advertising sales team.
  • Be relevant + newsworthy: Your story must be timely, impactful and genuinely relevant to the industry or their readers.

Editorial meetings are a powerful, proactive step in your digital strategy to elevate your brand’s voice and secure credible media coverage. They represent a unique opportunity to build lasting relationships with industry influencers.