How do you identify and target the most relevant media outlets for your organization?

When there is a massive news story in your category, look at the people who are leading the conversations. Where are they leaving comments, and where are they directing people to go; a podcast, website, app, etc. When I started the media outlet DailyAutism.com, I watched to see who were the top commenters, and where they directed people. Here's an important aspect: The audience, now has an audience. When I was hosting radio show's, the audience were just our audience, now many of the "audience" command digital channels who have loyal followings.

The key strategy is to carefully select journalists who specialize in your field and to identify the relevant media outlets. Create a comprehensive list of newspapers, magazines, digital outlets, and potentially TV programs that cover your specialty. Building strong relationships with these journalists is essential. Consistently provide them with relevant and important news to ensure that your communications are taken seriously when you share information with them.

This is especially key for us as we are a leading agency in a niche, a large niche, but a niche nonetheless. We have had to build two PR audiences: one for mainstream advertising & marketing, and another for our clientbase which includes a few "industry" type publications as well as key associations across the 8 client verticals we serve.

?? Identify outlets whose audiences closely match your target demographic. Understand their content preferences and consumption habits. ?? Choose media that cover topics related to your industry or mission. This ensures your stories are relevant to the outlet’s audience. ?? For local impact, prioritise local or regional publications alongside national outlets. This can be especially important in diverse markets like South Africa. ?? Select outlets known for credibility and authority. Their endorsement can significantly boost your organisation’s image. ?? Review which outlets have positively covered your sector or competitors before, as they are more likely to be interested in your content.

Journalists and media organizations want VIEWS, CLICKS, and readers for THEIR publication. If you have some information, a story, insights, etc. that will get the MEDIA OUTLET the views and readers THEY want, they will run your story. They do not care about YOU, or your goal or whatever you have going on unless by sharing that with their readers, they will gain readers. That's the bottom line. Do NOT write a press release about you or what you can do. Write a semi-story about how one of the media's readers/advertisers was helped, or discovered something or solved a problem using your product or service. The number one thing EVERY PR FIRM does is believe that impressing a media outlet is how they get eyeballs. False.

There is a very easy way to find media outlets and journalists: read. Read various outlets and read the listed beats of journalists. It is not a guessing game or deep research.

To identify and target relevant media outlets: 1. Define objectives and audience. 2. Analyze target audience. 3. Research outlets aligned with goals. 4. Assess audience reach and engagement. 5. Consider editorial relevance. 6. Evaluate credibility and reputation. 7. Engage with journalists and influencers. 8. Monitor and adapt based on results. This approach helps maximize visibility and influence among the right media channels and audiences. I hope this helps you get started.

While this can be a sticky point for some agency folks who are under the gun with billable hours, you need to do your research. Sure, it takes time, but in the end it'll be so worth it. Does your contact report on the subject you're pitching? Is the kind of story you're proposing fit with their outlet? And most importantly, are you offering any value to the journalist or their outlet? When you receive a personalized message, you're much more likely to look and respond to it rather than blanket mass emails.

Researching and categorizing media outlets for your organization is like sorting books in a library a la Belle from "Beauty and the Beast." Just as Belle meticulously organizes her books, categorize media outlets based on relevance to your objectives. It's like creating a structured system where each outlet has its place. Tools like media directories or databases can efficiently categorize outlets by industry, audience, or content focus. By organizing systematically, your media outreach becomes as practical and well-arranged as Belle's beloved library, ensuring easy access to the right outlets for your organization.

Pay attention to the media outlets that your competitors and industry leaders frequently engage with. Analyze their media coverage and assess the impact of their messaging. This will provide insights into the outlets that are relevant to your industry.

Evaluating and prioritizing media outlets for your organization is like crafting a guest list for a grand event in "The Great Gatsby." Just as Gatsby meticulously selects attendees, assess and prioritize media outlets based on their impact on your goals. It's like ensuring the most influential guests are at the forefront. Evaluate outlets for audience reach, relevance, and engagement. By prioritizing strategically, your media outreach becomes as refined and impactful as Gatsby's gatherings, ensuring your organization is in the spotlight of the most influential media outlets.

When I was a reporter, I appreciated when PR pros reached out in advance to find out what types of stories I covered, rather than just pitching me on the day they have a story. When you foster a relationship with a reporter, that person will know who you are when you have that big story to pitch. Also, if you bring other story ideas beyond those from your client, that helps. Pay attention to what’s happening in your industry and if you have a story idea or great source, bring that to your reporter contacts. And don’t forget about building relationships with assignment editors. They are always looking for interesting, timely stories.

When I first started my public relations list, I reached out to the 5 key local journalists who wrote marketing and advertising columns for our local business journals and invited them to lunch where I pitched absolutely nothing but asked them how to best serve them as I had never done PR before. What journalist doesn't enjoy a free lunch?! :)

Building and maintaining media relationships for your organization is like nurturing a garden in "Alice in Wonderland." Just as Alice tends to the flowers in Wonderland, cultivate connections with care. It's like fostering a thriving ecosystem where both parties benefit. Regularly engage with journalists, respond promptly, and offer valuable insights. By tending to these relationships like a careful gardener, your media strategy becomes as vibrant and fruitful as the enchanting gardens of Wonderland, ensuring lasting and mutually beneficial connections.

Understanding the media's algorithm and the importance of press releases with effective pitching is essential. By leveraging the media's communication formula, one can strategically identify the most suitable outlets to cover your story based on their reach and influence. This approach combines mathematical and psychological tactics to ensure a message is portrayed in the most favorable manner. Implementing this method in PR allows one to not only handle crises effectively but also proactively manage public relations efforts. This is an anti-PR approach that empowers PROs to control and shape the narrative surrounding a brand or organization.

Start With Your Story Establish reasonable goals Create a checklist of tasks you need to accomplish weekly, monthly, quarterly, and annually. It’s important to focus on smart goals, not merely vanity metrics. Set your objectives carefully, with the big picture in mind. Successful media outreach is all about relationships. Your best chance of coverage will hinge directly upon your relationship with the writers in question. Since you know them, it will help you to pitch news that they’re actually interested in. And since they know you, they’ll be more inclined to read your pitch. SP #quesigaelavance