In a media landscape dominated by clickbait headlines, on-trend videos, and influencer-fueled content, it’s tempting to focus all of your PR firepower on the sparkly objects. But here’s the truth that many often snub: trade media is and will continue to be a critical driver of meaningful, sustained press coverage and business growth.

The F-word has always been a favorite of mine. It expresses excitement, frustration, passion, and disappointment. But, there’s a new favorite F-word that holds even more weight for me—freelancer (consultant or independent contractor).