How to find and connect with the right media contacts
One of the most pivotal steps for any business looking to grow their brand presence is identifying and connecting with the right media contacts. This process, though intricate, is essential for amplifying your brand's voice and bolstering your PR and marketing strategies.
Drawing insights from our latest free eBook, 'From Pitch to Perfect: A PR Guide for SMEs', we offer the second instalment in our series of comprehensive guides to mastering the art of PR and marketing in the digital age.
Identifying relevant media outlets
The journey begins with identifying media outlets that resonate best with your target audience. Whether it’s niche industry publications, influential blogs, podcasts, YouTube and TikTok channels, or traditional news platforms, the process of understanding where your audience gathers and consumes content is critical. This isn’t just about casting the widest net and hoping for the best; it's about spending time finding the right pond.
By tailoring your approach to each specific type of media - considering the ways in which they communicate and the types of audiences they communicate to - you significantly enhance your chances of having your story picked up, saving you time and money in the process.
Understand your audience's media consumption: Start by pinpointing where your target audience gathers information. Are they reading local newspapers, tuning into niche podcasts, or following specific influencers across specific platforms? List them out and spend some time getting to know them. This knowledge is key to targeting the right outlets.
Balance traditional and new media: Chances are that your audience is spread out across multiple digital and traditional platforms. Embrace them all and try not to simply focus in on the most current - from traditional media like newspapers and magazines, to new media including blogs, podcasts, and social media platforms. Each will have their own unique style of communication and audience segment. Getting to grips with the nuances of each will help you to tailor the approaches for your story.
Leveraging online tools and directories
Numerous online tools and directories exist and are at your disposal for finding media contacts. Platforms like Cision, Muck Rack, and PR Newswire provide comprehensive lists of journalists and outlets, sorted by industry and media type. Many of these tools offer the ability to make direct pitches from within the platform, and while most now require a subscription, a lot of these platforms offer free trial periods, giving you the opportunity to decide whether or not they’re suitable and worth the price.
However, connecting with journalists and outlets can be achieved for next to nothing - save for an investment of your time. Social media platforms, particularly LinkedIn and X, are invaluable resources for finding journalists. These platforms allow you to delve into the interests and works of journalists, bloggers and influencers for free, but this approach demands considerable time and effort.
Utilise paid digital resources: Explore online tools and directories such as Cision, Muck Rack, and PR Newswire to easily find journalists and outlets segmented by industry and location. Remember, while many of these tools require a subscription, they often offer free trial periods.
Cost-effective strategies: Don’t overlook social media platforms like LinkedIn and X for cost-effective solutions. Many, if not most, journalists, bloggers and influencers will have public profiles that showcase their work and interests.
Building and nurturing relationships
Having a list of media contacts is just the starting point. The real magic lies in reaching out to build and nurture these relationships. When reaching out, ensure that your introductions are professional yet personable. Respect the journalist's time, be concise and get to the point as quickly as possible. Tailor your pitch to each journalist or outlet, showing that you’ve spent time understanding their work and how your story aligns with their audience’s interests. Beyond pitching, engage with them regularly. Comment on their articles, share their work, and provide industry insights. Making this kind of effort now will keep your business on their radar long after your initial approach and foster a relationship based on mutual respect and interest.
Personalise your engagement: Introduce your business in a professional yet personable manner. Tailor your pitches to each journalist, referencing their past work and demonstrating the relevance of your story to their audience.
Consistent interaction: Regularly engage with your contacts, beyond just pitching stories. Comment on their articles, share their work, and offer industry insights to build a rapport based on mutual respect and interest.
Overcoming challenges and measuring success
Amidst the crowded landscape of pitches that journalists receive, standing out can be a real challenge. Your pitches should be concise, relevant, and personalised, offering a unique angle. Be mindful of their deadlines, and time your pitches for maximum impact. The media industry is ever-evolving, with journalists frequently changing roles or outlets. Don’t be discouraged if your first round of pitches don’t get picked up. Keep searching, keep pitching and regularly update your media list and stay informed about industry shifts.
Equally important is the ability to measure the success of your media relations efforts. Track metrics such as open rates, the number of articles published, how many people they reached and most importantly, any resulting web traffic or direct inquiries to your business. This will not only give you a firm sense of the impact of all your effort but also help to inform your future strategies.
Standing out: To get noticed among numerous pitches, ensure yours are concise, relevant, and personalised. Time your pitches to align with journalists’ deadlines for better chances of success.
Adapting to industry changes: Stay updated with the media landscape, as journalists often change roles. Regularly refresh your media list to keep up with these shifts.
Tracking impact: Measure the success of your efforts through metrics like open rates, published articles, and the resultant traffic or inquiries. This helps refine your future strategies.
The art of finding and connecting with the right media contacts is a vital component of any PR or marketing strategy and by identifying relevant outlets, leveraging online tools, building lasting relationships, and overcoming challenges, your business can effectively place your stories in the media and significantly enhance your visibility and credibility. Remember: this process takes time and the more time you spend working through these steps, the easier and more fluid it’ll all become.
For a comprehensive breakdown of this strategy, along with a detailed guide to completely transforming your company’s marketing and PR, download our latest free eBook now.