In our last blog we looked at some of the basics of a PR
campaign and this time we’re looking into deciding on your target
media and building a media list.
Who is out there?
You want to connect with people who will publish your news
but, most importantly, those media that are read, watched or
listened to by your target markets – the people you want to
influence and sell to. With so many people consuming information
online it is important to include the following contacts in your
•Influencers on Twitter
•Local, regional, national newspapers
•Industry magazines and websites
•Consumer magazines and websites
•TV and radio journalists and planning desks.
How do you find them?
If you are looking at local publications then the best thing
to do is pick up a copy or search online for contact details. Some
will be big enough to have contacts for specialist subjects such as
business or sport and some may just have a news editor.
For consumer print titles, look through what is being sold on
the shelves at WHSmith – they stock the most popular which means
they actually have a strong readership.
Here’s a thought… why don’t you ask your customers what they
read or how they get their news! Follow the same people on Twitter,
sign up to the blogs, join the Facebook groups, get a copy of the
magazine. Decide which contact is most suited to your news stories
or advice articles and put them on your media hit list.
As a PR agency, we invest in the world’s number one media
contacts system which allows us to search simply with just a few
clicks of the mouse. Our system even scores contacts on their level
of influence in certain subjects.
Keep your lists fresh and relevant,
I recommend re-considering and targeting your media list for
every PR campaign. They are likely to have a different focus that
will appeal to different target audiences and, therefore, different
media contacts. Don’t blanket email every contact every time you
have a press release. They’ll start to recognise brands that do
this and put you on a list of their own – a blacklist!