You have a story. You want the whole world to know. How do you go about getting it out there? Getting your content seen by potential consumers starts with creating a media list of outlets and contacts from those outlets which cater to your target market. Below are six steps for creating a great media list.
Define Your Pitch
No matter what type of content you’re developing for your public relations outreach campaign, whether it be an interview with an executive or an announcement of a new product, you need to be clear about what you’re offering to the media and why they should care. Defining your pitch is something a good PR firm will be able to help you with and the success of your outreach campaign can hinge on a good pitch. Forbes contributor Cheryl Conner shares a good example of how a short effective pitch cut through hundreds of pitches she received ahead of the Money2020 trade show in Las Vegas.
Develop an Angle
Now that you know what you’re offering, it’s time to think about the journalists that will be interested in your story. Consider multiple angles for your pitch and while doing so keep in mind the various media outlets you are pitching to and what is important to them and their audience. Figuring out which one best aligns with your goals and with those of the journalists is an important step. Cory Fetter, a PR Specialist for Infusionsoft shared seven different media angles that can be effective.
Decide on Timing
Timing is a very important aspect of outreach. If it’s important for your content to be seen by consumers immediately, you should consider quick turnaround outlets such as online, daily newspapers, television, and radio. If your content will still be relevant in a couple of months you may want to consider magazine publications as well. Again, it’s a good idea to create a list of all your options and analyze which would work best for your story.
Delve Into Both Contacts & Outlets
There are a couple of ways to search if you’re using a database. It’s ideal to start out with more general terms and edit down once you get a solid list created. Once you have a list of outlets, you’ll have to dig a little deeper to find the appropriate contact. It’s important to keep in mind that there are journalists that write about certain topics that might not write in niche magazines, so it’s important to consider that when you’re conducting your search. A good PR agency will be able to help you develop your list and determine the most effective way to reach it.
Discern Between Media Roles
When looking into contacts of various media outlets, it’s important to consider the roles of the potential contacts. Be mindful of the role of editor-in-chief as they are sometimes more focused on the business end of the outlet. Staff writers or assignment editors may be better bets because they’re frequently looking for unique stories to cover. If there are multiple contacts at one outlet, add a couple to your list to make sure all your bases are covered.
Discover Who or What is Missing
Now that you have a good list in front of you, it’s time to look over it to see if there’s anything that you might be missing. Believe it or not, Google is a great way to round out your list and pick up on some outlets or contacts that you may have missed in your initial search. Use your findings to complete your list and look it over a couple times again to make sure that you’re happy with it.
Following these six steps will ensure that you build a great media list for the content that you are creating and ensure a successful public relations campaign. For more information on building a media list or for anything public relations related, reach out to The TASC Group today!