Media relations success is dependent on many factors, especially the news value of a story idea and how well a release is written. Just as important is the quality of your media list.
Using compelling language to tell a newsworthy story is not enough, however, to generate media coverage that achieves client objectives. You also have to target the right contacts. Landing a placement in an outlet that doesn’t reach a key audience, for example, doesn’t provide much return on investment.
So how do you find the best journalists to pitch? Follow these top tips for creating a robust media list that increases the odds your story idea becomes published content:
- Use a media database.
Subscription-based databases allow users to search a variety of criteria to identify media contacts and outlets, such as name, subjects covered, outlet type and location. Sometimes, though, contact information is out of date and telephone numbers aren’t always listed. So it’s best to employ this method in conjunction with other approaches.
- Review outlet websites.
Oftentimes, media outlets list staff directories online. Even if they don’t include email addresses and telephone numbers, you can confirm a reporter or editor still works at a target outlet and the spelling of his or her name.
- Check mastheads.
It might be “old-school,” but it pays to check outlet mastheads – whether in print or within digital issues you can often find online. They don’t typically list every writer, but they usually include at least the names and titles of key editors who determine content.
- Call television newsrooms.
Broadcast news lists are somewhat more challenging to build, because assignment desks tend to act as gatekeepers. The best contacts for television news programs are producers – unless your news is major and/or breaking. Finding them often requires calling the desk until you find a helpful assignment editor who is willing to share that information.
- Search LinkedIn.
Another way savvy PR pros find media contacts is by searching LinkedIn. Simply type a general term in the search bar, e.g., “KLAS producer,” and peruse the results. There’s a good chance you’ll find the names of people who might be interested in your story.
- Google dream headlines.
One of the most inventive approaches to finding reporters to target is by searching in Google News for the authors of stories that contain words found in your dream headline. For example, if you’re promoting a new app that finds the lowest insurance rates, you might type: “New technology (or app) finds cheapest insurance.” Looking through the results will likely yield media outlets and journalists with a propensity for covering stories like the one you’re pitching.
Of course, the easiest way to ensure you’re targeting the right media contacts with the right story is to rely on public relations experts like the professionals at GYC Vegas, a boutique marketing communications agency. Named one of the best PR firms in Las Vegas, GYC helps businesses grow by creating tailored media strategies that build awareness. Contact us today for a free consultation, and learn how we can help ensure your business gets the ink it deserves.