After 30 years at the helm of Trade Press Services, Co-founder and President Gerri Knilans prepares to step into retirement at the end of this year, passing the torch to longtime friend and colleague, Jamie Pagett. In this special Q&A, Gerri reflects on the company’s founding, significant milestones, cherished memories, and the principles that have shaped Trade Press Services into the organization it is today. Her insights offer a look at how the company’s values of service, integrity, and resilience will remain its foundation and guide future success.

Q: What first inspired you to start the company, and what convinced you it was the right moment to take the leap?

Gerri: There’s a little history behind that. In the 1980s, I was a partner in a marketing consulting firm. We worked with small- to medium-sized businesses whose owners often didn’t have marketing expertise or an in-house marketing director. We operated as their outsourced marketing department, even before “outsourcing” was the buzzword it is today.

At that time, before the internet, businesses spent heavily on print advertising to promote their products and services. At the same time, many companies recognized the value of editorial coverage to build visibility and credibility, even if “thought leadership” wasn’t a term people used. In our role as external marketing directors, we helped clients hire PR firms to accomplish that goal, but it was frustrating. In our experience, most firms promised the sun, the moon, and the stars, required long-term contracts and hefty monthly retainers, and then didn’t deliver. The high price and lack of performance just weren’t sustainable for many small- to medium-sized businesses.

My partner in the consulting firm, Cork Platts, was a visionary. He believed there had to be a better way to help businesses produce the editorial coverage they sought without relying on PR firms. He tested his concept with a few marketing pros, but nothing stuck. After a few attempts, he asked me what I thought. I said, “I’ll give it a try.” Within two weeks, the company was up and running with our first client, and I never looked back. That willingness to experiment and face potential failure became our foundation and the backbone of how Trade Press Services continues to innovate today.

Q: How did your earlier experiences shape how you built Trade Press Services?

Gerri: I am a serial entrepreneur. My first venture was owning a licensed preschool and kindergarten in my early twenties. I had a background in early childhood education, but I knew nothing about running a business. I learned on the job. That included everything from marketing to finance, to staff management, curriculum development, family dynamics, and the value of customer service. In the 1980s, I joined Cork’s marketing consulting practice, and that was my second entrepreneurial venture. Trade Press Services was the third.

What I brought to each was a process orientation and initiative. I am detail-oriented, driven, determined, organized, adaptable, and never really thought about how many hours I worked during the day. I had a passion, purpose, and belief that business success starts with a clear vision and mission—and follow-through to deliver on those promises.

I remember when Cork handed me his list of “53 client service rules.” One of them was to always have an agenda. Another stated that if someone asks you to do something, get back to them within 24 hours. Not necessarily to complete it, but to let them know when you will. Most important was the value of listening. He followed an 80-20 rule: 80% listening, 20% talking. That mindset helped shape the client service culture of Trade Press Services. These principles remain embedded in our workflows, continue to differentiate us, and create a unique and meaningful client experience.

Q: What challenges or turning points shaped the company most?

Gerri: The rise of the internet was a big one. As print publishing shifted to online formats, advertising dollars dried up. Previously, publications used a formula that involved selling a certain number of ad pages to justify editorial coverage. That balance soon disappeared, and we knew we had to pivot. As a result, we expanded our services to include developing other forms of marketing content such as white papers, blogs, case studies, books, press releases, and website content. We also expanded our media outreach efforts and added marketing support to our product offerings. We learned quickly not to cling to what used to work and have evolved to meet ever-changing marketplace demands.

When the economy stalled in 2008–2009, we stayed afloat in part because we ran a tight ship from a home office. And then came a surprise growth area: immigration clients. We didn’t plan for it, but it turned out that individuals seeking extraordinary ability visas needed the same kind of thought leadership content we offered to corporate clients. It became an important and meaningful part of our work. This expansion reinforced our understanding that niche markets often reveal themselves through client needs, not strategic plans.

Q: How do you define your leadership style, and how did it evolve?

Gerri: I never really thought of myself as a leader. I saw myself as one of the team. Early on, I expected everyone to work like I did…do your job, deliver on time, no handholding. But I quickly realized not everyone works that way. The solution was to surround myself with people who offered complementary skill sets. My partner, Jamie, is one of those individuals. She’s competent, creative, a lifelong learner, and brings out the best in others.

As we scaled our business, I stayed focused on one thing: follow-up and follow-through. If we say we’ll send that we’ll deliver a work product to a client on Monday, we send it on Monday. If we say that we’ll call on Friday, we call on Friday. That consistency builds trust with clients and within the team.

Q: When you look at the company today, what reflects your fingerprint most?

Gerri: The entity itself and all its various evolutions. We started as a one-product company and grew to deliver thousands of articles, hundreds of white papers, six books, case studies, press releases, newsletters, and more.

But it’s not just about output. It’s about the why. From day one, we’ve had a clear vision: that Trade Press Services is the go-to resource for businesses and individuals who want to grow, differentiate, and thrive. Our mission is to deliver expert writing and outreach that creates visibility, credibility, and influence.

Our culture reflects that. We’ve always led with integrity, trust, respect, quality, and gratitude. In fact, our very first associate stayed with us for 18 years, even after moving from California to Chicago, where she worked remotely. She learned every function within the company and was a valued, dedicated contributor for many years. In part, I attribute that longevity to our culture of inclusion, flexibility, and mutual respect that has always been part of who we are. In fact, through the years, I’ve told many clients and associates, “We may not be the right fit for you. But if we’re not, I’ll help you find someone who is.” That’s the level of service I wanted to deliver, whether it benefited us or not.

Demonstrating empathy and showing people that we care is important to every associate in our organization. In fact, there’s a quote I love from Simone Weil, who said it well: “Attention is the rarest and purest form of generosity.” When you give people your attention, whether they are clients, writers, editors, or vendors, that’s how you show them they matter. That philosophy has anchored our long-term relationships and remains core to who we are.

Q: What’s next for the company, and what gives you confidence about the future?

Gerri: Jamie and I developed a detailed strategic and operational plan—one that includes financials, technology, marketing, and internal needs. It outlines how we can capitalize on our strengths while staying agile.

I truly believe Jamie is the right person to lead the company forward. She brings fresh energy, strategic vision, and a deep commitment to our mission. The biggest opportunities ahead are in new services, new markets, stronger client partnerships, and smarter use of technology. But above all, we must remember that we’re in the people business.

Growth doesn’t come from just increasing sales revenue. It comes from streamlining operations, building relationships, and delivering the kind of value that keeps people coming back. That’s always been our philosophy, and I’m proud to see it continuing.

With a strong foundation and a forward-looking strategy, Trade Press Services is ready for its next chapter.

Stay in touch with Gerri on LinkedIn or via [email protected].