Who to target? I use a picture of the famous Sherlock Holmes because I recommend working like a detective. When I engage a new client, the first thing I do is determine who their target audience is, and where that audience goes to get their information to make purchasing decisions. What outlets do they read. After that, identify which sections in those outlets provide opportunities to offer news is it features new products contributed articles. This is how I build my media lists.

I don't like buying them. I prefer to go to each outlet and look up each reporter because I want to know the tone of the outlet reporters writing style, the most current articles they've written and the companies they've covered. It takes more time than buying a media list, but I find the information tends to be more accurate. That's why I suggest using the 8020 rule. Spend 80% of your time researching to find the 20% of reporters that will give you the most return for yourself. Investment uses sniper approach, not a shotgun approach.

Don't be a dumb PR person do the research. If you don't, you may end up in the spam filter. Think about how many unsolicited newsletters you receive. translate that to reporters they receive 500 emails per day. Many of them are irrelevant, and it makes them understandably angry. If you haven't figured it out.

By the way, I highly recommend following your target reporters on Twitter. They tend to share invaluable information on their preferences, pet peeves and personal interests. This reporter does not cover urine review or predictions for the following year, which we call crystal ball pitches. Here's an extreme example. This marketer decided to use a poll to see if the reporter was interested in her pitch. If she would have done the research.

First, she would have known her pitch was off target. She sent it with the poll and was calling out on social media, not good. Here's another example of why research is so important. This reporter wrote the article the PR person referenced in their pitch, and he's not happy about it. Do your research do your research do your research. reporters have beats are focused areas of coverage.

If you go to the contact us or About Us page on most news sites, you can find the appropriate contact along with their bio and contact information. Here's an example from the LA Times. Here's another example from Crain's Chicago business. Some reporters are freelancers so they have their own websites. You can find their beats and contact information on their personal site. This is Taylor rock, the East Coast news editor for the daily meal.

Sometimes they don't have their contact information on their website, but they may have it elsewhere. Like this reporter on our YouTube page, many reporters have their contact info On their Twitter page. If you don't have time to research each outlet and reporter there are media lists you can buy. I'd recommend using the list as a starting point though. Double check that reporter is still at that outlet and still covering that beat. Press farm is one cost effective reporter list service.

Here's another easy MEDIA list. herro is short for help a reporter out. You sign up you receive a couple emails a day with listings of stories reporters are working on and requests for sources to interview. It's a good resource because you know specifically what the reporter is working on and how you might help them. Profit net is a similar service from PR Newswire. It sends an email with requests for interviews from reporters and their respective stories.

It also allows you to set up a profile to serve as an expert source. You include your name, bio and expertise, so reporters can search the profit database for expert sources Like you to interview. Here's why you should follow your target reporters on Twitter. Sometimes they'll let you know when they're working on a story and actively searching for sources. Here's another example. trade shows are a great way to meet reporters just make sure you contact them well in advance four to six weeks out and be respectful of their time.

Expect to book interviews for 15 minutes tops. Some reporters will let you know how they want to be contacted. Phone call follow ups are usually frowned upon by most reporters, unless you have breaking news. scission is another MEDIA list provider but it's pretty pricey. These reporters are telling decision that they don't want phone call follow ups, which is true of most reporters most prefer email pitches. That takes us to our third assignment.

Your assignment is to pick a media outlet where you'd like to see a published story on your company product or service. research that outlets and identify the appropriate reporter you want to target. Then draft a pitch for your company product or service with that reporter in mind, what would be your subject line? What would you include in the first paragraph to pique the reporters interest? And finally, what supporting facts would you include?