When it comes to media lists, most clients like them big and chunky, stuffed full of top selling titles and big name journalists with a sprinkling of TV and national radio shows on the top for good measure. Media lists like this look impressive and very important in reports.
However, whilst my maxim for life is always: “If you are going to have one, have a big one,” this rarely applies to those media lists. Some recent research by PR Week the industry’s fount of all knowledge, revealed, to no one’s great surprise, that bad pitching was the bane of journalists’ lives. Blanket emails offering general stories with little relevance to their titles can do more harm than good.
It all boils down to knowing the media outlets you want to get coverage in. And that boils down even further to understanding which media your customers are reading which takes us neatly back to having a shorter media list but full of excellent titles which you can get to know really well. Consequently you can offer them great stories, tailored specifically for their publication, which they will want to run and which will then make them more likely to consider your approaches in future.
It takes time and effort to get under the skin of any media titles, but it will be worthwhile in terms of the coverage you can achieve. If you don’t feel ready to get a PR agency to look after your media relations or you just want to have a go yourself here are a few tips to remember:
- It always begins with your customers. Really understand who your core audience is ie the ones that spend the money, and then you can pinpoint which media they are likely to use whether it is local papers or magazines or trade titles or glossy monthlies
- Pick just three or four to begin with and make sure you read them regularly and don’t forget their websites. Many media outlets post additional stories and have extra opportunities for comment, opinion or guest blog spots on their websites
- When you are scouring these publications keep your eyes out for sections where you might feature, it could be a regular photo spot, it could be the kind of news that they cover, surveys or polls
- Look out for the names of the journalists as well. Most will have specific areas or subjects which they cover so by reading the publication regularly you will get to know which journalist might be the most interested in what you have to say
- It won’t take long before you will begin to see a story taking shape or will understand how you can take a news story from your company and tailor it specifically to each of your target publications, some might want a great photograph, another might need an interview
- Pitch via email in the first instance and don’t be afraid to be specific and tell them what the story is and where you think it will fit
- Remember that some journalists can get up to 100 pitches every month but also remember that they are always on the look out for stories so they want you to pitch a good one to them
- Finally, don’t be disheartened. There are many reasons why media might not pick up a story so if this one doesn’t make it create another one
Founder of redyellowblue
www.redyellowblueuk.com
Let me know how you are getting on through the reader comments or via email at lindsay@redyellowblueuk.com
