diypr media lists

Presents: #DIYPR Webinar Series

Module 2, June 9

What Your PR Firm Doesn’tWant You to Know:

Media Lists & ContactsPresented by:

Cyndy Hoenig, Partner

Contact: [email protected]

Twitter -- @cyndyhoenigFacebook.com/hlmediapartners

Your Target Market

To find your target market, think about the demographics of your ideal client: age, gender, income, geography, etc. For example, if you own a pizza place in Norman, OK, your target audience might be college students, young singles and young families in Norman. If you’re a business consultant, your target audience might be Fortune 500 companies in the United States and large companies throughout the world. The more specific you are, the better you will be able to tailor your public relations efforts to the right audience.

Now you need to match your ideal client to the media that he/she reads, listens to or views. This will take a little research on your part. The media list might include daily and community newspapers, business journals, Chamber newsletters, radio stations, TV stations, local magazines, and national media outlets.

Now locate the journalists covering your beat.

Cyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.comCyndy Hoenig & Heather Lytle • H&L Media Partners • hlmediapartners.com

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Media ListsIt’s never too soon to start building your media list. A media list is always a work in progress; it’s never a finished product. You’ll

be adding and updating on a weekly if not daily basis. Always carry something with you to record information.

Chances are you will start by contacting some local media. Local newspapers, magazines, radio, TV and websites will all welcome your press release, provided it is interesting and well written. Make sure you know exactly who you are sending it to. That way you can give them a call in a day or two, or drop them an email to make sure they have got it, and if

more information is needed.

It may be some time before your releases generate any coverage, but remember that every time you contact a journalist, you are raising your media profile and making the media aware of you and your business.

Organize your media list into a spreadsheet and include the following:

Media OutletContact NameTitleEmail AddressPhoneFaxMailing addressWhat they cover

Cyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.comCyndy Hoenig & Heather Lytle • H&L Media Partners • hlmediapartners.com

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A few sites to help you find the right fit:

Linked In Search -- http://www.linkedin.com. With LinkedIn’s search feature, you can find specific contacts that fit your

criteria. You can search using the term journalists within a 50 mile radius of your zip and you’ll see 100’s of thousands of

contacts.

Internet Public Library -- http://www.ipl.org/div/news -- Searchable newspapers directory of popular magazines and

newspapers organized by their respective subject area or geographic focus. Each individual listing includes a brief description

of the outlet’s coverage area, along with a link to their website.

Yahoo! -- http://www.dir.yahoo.com/news_and_media Browse newspapers, magazines, radio and TV, and other news

sources by subject, type, region.

U.S. Newspaper List -- --U.S. Newspaper List -- http://www.usnpl.com Links to newspapers and TV.

News & Newspapers Online -- http://library.uncg.edu/news - Lists hundreds of news resources from around the world that

offer free access to current, general interest, full-text news.

Newspapers Worldwide -- http://www.refdesk.com/paper.html -- A comprehensive listing of world newspapers.

NewsLink -- http://www.newslink.org -- Offers links to U.S. and foreign newspapers, magazines, radio and TV.

HARO (Help A Reporter Out) -- http://www.haro.com -- A free service that connects journalists with expert sources. There are

three emails a day which includes reporter queries that you can respond to if you are a fit for their story.

Cyndy Hoenig & Heather Lytle • H&L Media Partners • hlmediapartners.com

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http://www.linkedin.com/

http://www.ipl.org/div/news

http://library.uncg.edu/news

http://www.refdesk.com/paper.html

http://www.newslink.org/

Resources:

TradePub -- http://www.tradepub.com -- works with business and trade magazine publishers to market free subscriptions to qualified professionals. This is your one-stop-shop for subscribing to a wide-range of free business and trade publications of interest to you. It’s also a great place to find outlets you’ll want to add to your media list.

RefDesk -- http://www.refdesk.com/paper.html -- A comprehensive listing of world newspapers.

And remember, Bloggers are Journalists too.

Regator -- http://www.regator.com -- This sites posts the best blog posts. Good for finding the most relevant posts on whatever subject related to your biz.

Technorati -- http://www.technorati.com -- a blog search engine. You can use it to search for blog posts on any subject.

Alltop -- http://www.alltop.com -- You’ll find all the top blogs on any particular subject you’re looking for. This helps you identify bloggers and to keep up with current trends in your industry.

You will also want to connect with journalists, editors and producers on Twitter. Start following those who cover your industry so they will get to know you. Find them at: MediaOnTwitter.com and TwitteringJournalists.com


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Resources:

You can build the list yourself, or purchase one:

FinderBinder.com

MediaFinder.com

Vocus.com

Cision.com

Always contact the reporter/writer/editor who deals specifically with what your press release, advisory, pitch, etc. talks about. And, do your homework. Read his or her last few articles. Journalists hate when you call to make a pitch and you don’t know what they cover.

None of these resources will provide anywhere near the volume or accuracy of information found in commercial media databases like Vocus or Cision. It’s true that you get what you pay for when it comes to media research.


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Making Contact:

Once you’ve determined your media outlets and contacts and put them into an Excel Spreadsheet, you’ll

need to know how to contact the journalist. Look at what they cover. Read their last 5 articles.

When calling someone in the media, your first 4 words should be: Are you on deadline? Then you’re ready to

proceed with the conversation. Make it brief and to the point.


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More ways to use your list:

B2B - Attracting media attention is one thing, but your also need to consider B2B as part of your marketing

process. You need a database of all your customers and contact info so you can send them regular

communications about new products, services, and general news about your business.

Newsletters -- A great way to communicate with current clients, provided they are properly designed and

filled with interesting and timely information. And, send these newsletters to your media contact list as well.


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Questions?

Have questions?

Be sure to join us on June 16th for the next part of the series:

The Angle: It’s What Captures the Attention of the Media

Cyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com

Cyndy [email protected] me on Twitter: @cyndyhoenigConnect with us on Facebook: Facebook.com/hlmediapartners


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