| Part of the process of generating media coverage for | | | | and magazines to see who's writing the stories. |
| your business, is making sure you target the right | | | | 4. Contact the media outlet and ask to speak to the |
| outlets with the right angle. It's pointless sending a | | | | particular journalist. If you can't get through, leave a |
| media release to a hit music radio station that reaches | | | | message. Ask for their email address and send them |
| teenagers if you're promoting a story about a new | | | | an email (we'll be covering how to pitch your story in |
| baby product. Even the best written, most well | | | | future articles). |
| researched, and well endorsed media release won't | | | | 5. Create a list of journalists who regularly write about |
| engage a journalist unless it speaks to their target | | | | your topic. Each time you read an article that relates to |
| audience. Here are some steps to follow to help you | | | | your industry or topic, take note of the journalist who's |
| find the right media outlet for your business. | | | | written it. Send them some information about you and |
| 1. Make a list of the media outlets that your consumers | | | | your product and let them know you're available for |
| read, watch or listen to. If you're not sure, survey your | | | | comment should there be any follow up stories. |
| consumers and find out (ask them when they call you, | | | | 6. Present your information in a manner that suits the |
| send out an email survey, or ask them at the point of | | | | media outlet. Many media outlets run long feature |
| sale). | | | | stories, but you could find that a short few sentences |
| 2. When reviewing media outlets don't overlook trade | | | | about your product in a Tips and Advice section can |
| magazines, business association publications, or | | | | have just as much of a positive impact. Your target |
| newsletters that relate to your industry. These reach a | | | | media outlet might run lists such as a column of Top |
| niche market and may provide better results than | | | | 5s (eg the top 5 baby web sites, or top 5 bargain |
| mass market publications where you're fighting for | | | | shopping outlets for kids etc). Count how many words |
| space with businesses from a range of industries. | | | | feature in these lists and then write your information in |
| 3. Familiarise yourself with these media outlets and | | | | the same way. If a journalist can simply copy what |
| work out which departments suit your product best. | | | | you've provided for use in their own format it makes |
| For example, if your customers regularly read a | | | | their life easier - which is one of the biggest factors in |
| particular woman's magazine, are they most interested | | | | securing media coverage. |
| in the special offers section, the health section, or the | | | | For more detail on how to generate free publicity, |
| tips and advice section? Once you've worked out | | | | there are plenty of articles relating to this at including: |
| which department within the media outlets suit your | | | | How to Write a Media Release |
| product, determine the writer or journalist who's | | | | A Do it Yourself PR Starter Kit |
| responsible for this section. So, if you have a health | | | | How to Pitch Your Story to the Media |
| product, review the health sections of newspapers | | | | And more! |