Choosing The Media Representatives For Your Outreach Efforts

If you are a small business owner, the thought of contacting the media is probably very intimidating. However, it is easier than you think if you get organized, behave like a professional, and target the right media representatives with the right type of content.


What do we mean by media outreach?

Media outreach involves trying to connect with media representatives via a range of strategies. The most obvious is the press release. You can also pitch story ideas directly to journalists. The trick is to pitch the right story to the right journalist.

What media representatives are we talking about?

Most people think of the “press” as people who work at newspapers, but good media outreach in the modern world can go way beyond that, to include:

  • Magazine reporters
  • TV reporters
  • Bloggers
  • Independent journalists who write for a range of publications, such as Huffington Post
  • Thought leaders in a niche or industry
  • Influencers on social media, who have a large following and are, therefore “celebrities” or people who have a strong niche-related platform

You should soon start to collect a database of media representatives who cover your niche, their email addresses, and the types of content they are most interested in. In this way you can pitch to them appropriately, offering the right content for their needs.

Media representatives’ decision-making processes

Before pitching, you need to understand the person’s needs, and decision-making process. No matter what kind of media representative they are, they need:

  • 1-fresh, interesting content on a regular basis, especially when they are on deadline
  • 2-content that appeals to them
  • 3-content that appeals to their target audience above all else

Bloggers may not have the same high-pressure deadline as a journalist for a top newspaper, for example, but they do need a steady stream of relevant content to keep their readers happy and coming back for more. An offer of high-quality content from you as a guest blogger could be just what they are looking for.

Similarly, a thought leader in a niche or industry always wants to show that they have their finger on the pulse of what’s happening. They might be thrilled to learn more about your latest product that solves X problem, a common one many people in their niche face.

Developing a successful outreach strategy

Your first step is to start making lists of the various types of media reps, so you can match the content to the rep and the kind of publication they work for. An influencer on Facebook or YouTube would need a video to grab attention. A great meme is perfect for many social sites.

Once you have matched media rep to content, you can study them further by seeing what they might be missing that you could help them with. Do the same for top bloggers. Be helpful, not a pushy salesperson, and you should soon see media pickups.

Building relationships

Over time, you will be able to make the most of these relationships. People will get to know, like and trust you, and perhaps you’ll even get them to look forward to hearing more from you.

The content you create for the media should have a real use and demonstrate your expertise. In this way, it will always be in demand and shared enthusiastically with people. Content that sounds like a sales pitch should be avoided.

Call us today to speak to one of our PR specialists: 1-800-713-7278

Anthony Santiago is Director of Marketing at Newswire. With over a decade of experience in PR, he helps ensure that clients understand the value of brand messaging and reach.

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