How do you connect with media outlets and influencers?

1 Identify your goals and audience

Before you start reaching out to media outlets and influencers, you need to have a clear idea of what you want to achieve and who you want to reach. Do you want to raise awareness, generate leads, launch a product, or establish yourself as an expert? Who are your ideal customers, clients, or partners, and what are their needs, interests, and preferences? Knowing your goals and audience will help you craft a relevant and compelling story that aligns with your brand and value proposition.

2 Research and segment your prospects

Once you have your goals and audience in mind, you need to do some research and find out which media outlets and influencers are the most suitable and influential for your topic and industry. You can use tools like Google News, BuzzSumo, or Cision to search for relevant keywords, topics, or hashtags, and see who is covering or talking about them. You can also look at your competitors, peers, or industry associations, and see who they are featured or mentioned by. Then, you need to segment your prospects into different categories, such as tier, niche, reach, engagement, tone, and format, and prioritize them according to your goals and resources.

3 Craft a personalized pitch

Once you have your list of prospects, you need to craft a personalized pitch that catches their attention and convinces them to work with you. A good pitch should be concise, clear, and customized to each prospect's needs, interests, and style. You should also include a catchy subject line, a brief introduction of yourself and your brand, a clear value proposition, a specific call to action, and a follow-up plan. You can use tools like Mailchimp, HubSpot, or Pitchbox to create and send your pitches, and track their performance and response.

4 Build a relationship

After you send your pitch, you need to follow up and build a relationship with your prospects. You should not spam them or pressure them, but rather show them that you are genuinely interested in their work and audience, and that you can offer them something valuable and relevant. You can do this by engaging with their content, sharing their posts, commenting on their articles or videos, or sending them feedback or compliments. You can also offer them exclusive access, discounts, samples, or testimonials, or invite them to events, webinars, or podcasts. The goal is to create trust, rapport, and mutual benefit.

5 Deliver on your promises

Once you secure a media or influencer collaboration, you need to deliver on your promises and provide them with the best possible experience and results. You should be professional, responsive, and respectful, and follow their guidelines and expectations. You should also provide them with high-quality content, assets, or products, and support them with any questions or issues they might have. You should also monitor and measure the impact of the collaboration, and share the feedback and outcomes with them.

6 Maintain the connection

After the collaboration is over, you should not lose touch with your media or influencer partners, but rather maintain the connection and nurture the relationship. You should thank them for their work and support, and show them appreciation and recognition. You should also keep them updated on your brand's news, achievements, or opportunities, and look for ways to collaborate again in the future. You should also leverage the collaboration to expand your network and reach out to other media outlets or influencers who might be interested in your story or offer.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?