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DIYPR - Media Lists and Contacts


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Learn what the pros know. How to create a media list and make those contacts.

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DIYPR - Media Lists and Contacts

  1. 1. Presents: #DIYPR Webinar Series Module 2, June 9 What Your PR Firm Doesn’t Want You to Know: Media Lists & Contacts Presented by: Cyndy Hoenig, Partner Contact: Twitter -- @cyndyhoenig
  2. 2. Your Target Market <ul><li>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. </li></ul><ul><li>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. </li></ul><ul><li>Now locate the journalists covering your beat. </li></ul>Cyndy Hoenig & Heather Lytle • H&L Media Partners Cyndy Hoenig & Heather Lytle • H&L Media Partners • 1
  3. 3. Media Lists <ul><li>It’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. </li></ul><ul><li>Chances  are  you  will  start  by  contacting  some  local  media.  Local  newspapers,  magazines,  radio, TV  and websites  will  all  welcome  your  press  release, p rovided  it  is  interesting  and  well  written.  Make  sure  you  know  exactly  who  you  are  sending   </li></ul><ul><li>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.   </li></ul><ul><li>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. </li></ul><ul><li>Organize your media list into a spreadsheet and include the following: </li></ul><ul><li>Media Outlet </li></ul><ul><li>Contact Name </li></ul><ul><li>Title </li></ul><ul><li>Email Address </li></ul><ul><li>Phone </li></ul><ul><li>Fax </li></ul><ul><li>Mailing address </li></ul><ul><li>What they cover </li></ul>Cyndy Hoenig & Heather Lytle • H&L Media Partners Cyndy Hoenig & Heather Lytle • H&L Media Partners • 2
  4. 4. A few sites to help you find the right fit: <ul><li>Linked In Search -- . 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. </li></ul><ul><li>Internet Public Library -- -- 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. </li></ul><ul><li>Yahoo! -- Browse newspapers, magazines, radio and TV, and other news sources by subject, type, region. </li></ul><ul><li>U.S. Newspaper List -- -- U.S. Newspaper List -- Links to newspapers and TV. </li></ul><ul><li>News & Newspapers Online -- - Lists hundreds of news resources from around the world that offer free access to current, general interest, full-text news. </li></ul><ul><li>Newspapers Worldwide -- -- A comprehensive listing of world newspapers. </li></ul><ul><li>NewsLink -- -- Offers links to U.S. and foreign newspapers, magazines, radio and TV. </li></ul><ul><li>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. </li></ul>Cyndy Hoenig & Heather Lytle • H&L Media Partners • 3
  5. 5. Resources: <ul><li>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. </li></ul><ul><li>RefDesk -- -- A comprehensive listing of world newspapers. </li></ul><ul><li>And remember, Bloggers are Journalists too. </li></ul><ul><li>Regator -- -- This sites posts the best blog posts . Good for finding the most relevant posts on whatever subject related to your biz. </li></ul><ul><li>Technorati -- -- a blog search engine. You can use it to search for blog posts on any subject. </li></ul><ul><li>Alltop -- -- 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. </li></ul><ul><li>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: and </li></ul>Cyndy Hoenig & Heather Lytle • H&L Media Partners • 4
  6. 6. Resources: <ul><li>You can build the list yourself, or purchase one: </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>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. </li></ul><ul><li>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. </li></ul>Cyndy Hoenig & Heather Lytle • H&L Media Partners • 5
  7. 7. Making Contact: <ul><li>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. </li></ul><ul><li>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. </li></ul>Cyndy Hoenig & Heather Lytle • H&L Media Partners • 6
  8. 8. More ways to use your list: <ul><li>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. </li></ul><ul><li>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. </li></ul>Cyndy Hoenig & Heather Lytle • H&L Media Partners • 7
  9. 9. Questions? <ul><li>Have questions? </li></ul><ul><li>Be sure to join us on June 16 th for the next part of the series: </li></ul><ul><li>The Angle: It’s What Captures the Attention of the Media </li></ul>Cyndy Hoenig & Heather Lytle • H&L Media Partners Cyndy Hoenig [email_address] .com Follow me on Twitter: @cyndyhoenig Connect with us on Facebook: Cyndy Hoenig & Heather Lytle • H&L Media Partners •