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Media Lists and How to Build a Fantastic One
I recently got the latest issue of Internet Works
in the post yesterday and was disappointed to find out that it
was going to be the last. As well as having the good taste to
run a feature on me last year (!) Internet Works has been a
great source of information and ideas for me for the last couple
of years and is demise will leave a gap.
But it is also just another reminder that publications come and
go, and their staff do too. But, with new publications emerging,
and other titles closing, how do you keep up to date with all
the PR opportunities out there?
Here are our Do Your Own PR tips to help you do just that.
1. It sounds basic but do set up a separate contact system for
journalists – even if you’ve only got two names for your
database at the moment.
2. If you’re really organised then you can divide this into warm
contacts (journalists you’d be happy to call and chat to) and
cold contacts – those you haven’t built a relationship with yet.
You can then gauge your success as you watch names move from the
cold to the warm list.
3. Keep in touch with your media list on a regular basis. That
way if emails get bounced or you receive a reply saying “Bilbo
Baggins no longer works with Hobbit Publications” you can update
your list immediately.
4. If someone does move don’t cancel them off with one touch of
the delete button. Give their old office a call and find out
where they have moved to – chances are they’ve moved onto bigger
and better things and you can keep in touch. Even if they’ve
suddenly moved over to Pigeon Fanciers Weekly and you know they
aren’t going to be able to do anything for you at the moment a
nice “wish you well” email helps keep that door open for the
future.
5. Ask your existing contacts if they can recommend any other
journalists that might be good contacts (and that way you can
sneakily drop in the referrers name to warm up your contact).
6. Pay particular attention if journalists contact you. If
someone calls from The Express don’t assume that you’ll be able
to get hold of them by calling the Express. Many writers are
freelancers whose contact details are guarded fiercely. If you
get hold of their contact info treat it with the respect it
deserves.
7. I’ve come across many clients who dealt with press in a
former job but now dismiss their past contacts as being “old” or
“not in the same area”. How do you know until you ask? That
freelancer you used to speak to about racing cars might also
write about parenting issues – or, more probably, might know
someone else who does. Don’t just write off old contacts as dead
ones.
Finally, a client recently told me about
http://www.worldwidefreelance.com/markets.htm
Although it’s aimed a freelancers looking for outlets to sell
their work, it’s also a great resource and inspiration for
publications that may be PR opportunities.
Paula Gardner
www.doyourownpr.com
Paula Gardner is the author of Get Noticed! How to Boost Your
Small Business Profile in 30 Days or Less -
Get Noticed! (PDF)
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