What Is Media Outreach?

The media stand between your news and the world learning about your news. They’re the device that takes your news release and makes it a story. They’re the people, channels, and outlets that publish, mention, and link to your press release and/or your website.


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In short, without the media your press release is nothing more than a few hundred words. You need the media to make it a story. So how do you do that? Through what’s commonly referred to as media outreach and media relations. They’re different, but they work together to create a solid relationship with key media representatives, so that your amazing news and press release get in front of the right people at the right time.

The Difference Between Outreach and Relations

You have to connect with a media representative before you can build a relationship, right? Outreach is the process of identifying key media representatives and pitching to them. Relations is the process of following up and building that professional relationship. Both are equally important. However, one must happen before the other. You must identify and make a connection with a reporter, blogger, or other media rep before you can strengthen that relationship.

The Process of Media Outreach

The first step, of course, is to start identifying people that are good targets for your media outreach campaign. Which journalists cover stories about your industry? Who writes for your audience? Which bloggers have an interest in your news and talk about your industry? Which media outlets and publications are written for your niche and who writes for them? Start making a list of publications, blogs, and news outlets that cover your information. It can be as varied as a fitness blogger and a CNN health and fitness reporter. These are people that you want to target and eventually build a relationship with.

The next step is just as involved as the first step. We’re talking about research. Before you can pitch anything to anyone, you need to know all that you can about them, their audience, and how and what they write. You need to be 100 percent certain that your pitch will perfectly suit their needs and interests. Spend time compiling information about each possible media target. You may find that some of the people you originally identified as targets no longer fit. Maybe their audience is different than yours, or perhaps they have a smaller reach than you would like. Once you have your list it’s time to prepare your pitch.

Your Pitch

Your pitch should be personalized and written specifically to the person you’ve spent all that time researching. Tell them your news and why you think they’d be interested in it. What is in it for them? Media outreach is about that first impression, and it takes a bit of time and energy to ensure you’re connecting with the right people to help you build your business.

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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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