First Step In PR Success is Knowing the Media
I am often surprised by the number of small business owners that don’t know where their customers get their news. It is, after defining your demographic (read: customer), the most important thing you can do to be successful at generating PR.
So what do you do? You start reading, listening and watching media. In particular those media that you think your customer is getting news and information from. Today, that includes websites and blogs. Yes, it takes some very valuable time out of your day, but it will, in the end, be priceless in how and where you communicate to your customers about your company.
More importantly, you will begin to understand what particular journalists are looking for; you’ll begin to see what it is that they are specifically interested in writing about. Just because they are a business writer doesn’t mean that they don’t have their own “beat” or particular area of interest. Not every business, features or food writer is interested in the same thing.
So, KNOW YOUR MEDIA and you will be able to write a customized news pitch that they will be interested in. Remember, they write or produce stories based on what their readers are interested in. If it’s of no interest to their readers, they aren’t going to do the story.
Become intimate with the media (your media), traditional and non-traditional, instead of just spinning your wheels approaching media that are simply not interested. This is why so many give up their efforts. They are spending time doing PR that they fail to recognize whether their message is relavent to that writer.
My recommendation: Spend a little bit of time each morning reading/watching/listening to three media outlets and increase the number each day. It will soon become habit.
Jennifer Fortney, Cascade Communications