How can you create a media list that gets results for your event?

1. **Define Your Audience:** Identify the specific media outlets that cater to your target audience. 2. **Research Relevant Outlets:** Look for publications, blogs, and influencers covering similar events or topics. 3. **Segmentation:** Categorize the media outlets based on their reach, relevance, and audience demographics. 4. **Personalization:** Tailor your media list by understanding each outlet's preferences and focus areas. 5. **Contact Information:** Ensure you have accurate contact details for journalists, editors, and influencers. 6. **Build Relationships:** Connect with key contacts before the event, fostering a relationship. 7. **Press Releases:** Craft compelling press releases and distribute them to your media list.

In my experience so far, it is important to note the key message of the campaign, identify the audience and what you want to communicate to them. This helps in narrowing down a lot of things. Also, set a goal that will drive this campaign. Is it to have more followers, or to increase engagement by a certain percentage, or to have more sales by numbers or percentage?

Look for engagements and niches, rather than focusing on follower counts. You should use media platforms that have the niche audience you’re targeting.

Select influencers whose audience aligns with your target demographic and whose values resonate with your brand. Look for authenticity and engagement rather than just follower count.

It is important to note that there’s a demography of the audience that won’t engage in some communication materials. Make your press releases simple and short (K.I.S.S - Keep it Short and Simple). Also, remember to craft them from a first person perspective.

The PR industry is such that building relationships help a lot with pitching, so it is important to keep these media companies engaged and informed with activities around your clients. Also appreciate them with seasonal or random gifts, as this keeps you on the top of their mind, and by extension, they’re swift to report your clients’ activities.

Creating a media list that successfully attracts coverage for your event requires a combination of specificity, personalization, and persistence. By carefully identifying your target audience and media outlets, tailoring your pitches to each recipient, and consistently following up, you can effectively capture the attention of journalists and influencers, ultimately generating buzz for your event.

One of my university professors, Professor Victoria Ajala wrote a book on making your friends before you need them - this has helped me tremendously in taking human relations seriously, coupled with my experience in psychology, I’m able to keep conversations alive with my ‘friends’ in the media space.