The next time you’re putting together a media list, use this checklist to help keep your media research on track

1. FOUR QUESTIONS TO
GUIDE YOUR MEDIA
RESEARCH

2. Crafting the perfect pitch can
be daunting, especially when
69% of journalists spend less
than a minute reading them.
That’s why choosing the right
journalist is crucial.

3. The next time you’re putting
together a media list, use this
checklist to help keep your
media research on track...

4. Does their beat match your topic?
Are they influential?
Is their audience your target audience?
Are they the best person at that outlet?
1
FOUR QUESTIONS TO GUIDE YOUR
MEDIA RESEARCH
2
3
4

5. 1. DOES THEIR BEAT MATCH YOUR
TOPIC?
Knowing a reporter’s beat sheds light on their interests
and themes, which will ultimately determine if your story
can help extend their subject matter
Read a writer's prior articles thoroughly before
pitching them. You'll get an idea of their writing style,
which will help you craft a more targeted and
persuasive pitch.

6. 2. ARE THEY INFLUENTIAL?
Taking a look at a journalist's social profiles will give
you an idea of their level of influence
Scrolling through a Twitter account is a great way to get
a glimpse of their interests and see how they interact
with their audience
Peeking into who they follow on Twitter may also lead
you to additional journalists and influencers who
would love to hear your story

7. 3. DOES THE REPORTER’S AUDIENCE
MATCH YOUR TARGET AUDIENCE?
Make sure that the reporter's audience aligns with
who you need to reach
Never count out the importance of smaller and
more niche publications whose audiences may
be more engaged

8. 4. WHEN AN OUTLET HAS MORE THAN ONE
REPORTER ON A BEAT, WHO GETS THE
PITCH?
Sending the same pitch to multiple journalists within
one outlet is a huge PR faux pas. Do the work to figure
out the exact right person
Adapt your pitch to present an angle specific to the
journalist's area of interest
Pitching an event? Use a media advisory to reach
assignment desks

9. For more media relations tips,
download our whitepaper:
All Press is Good Press: Best
Practices for Creating Media­
Friendly Content

10. info@newswire.ca
www.newswire.ca
1­877­CNW­7890
@CNWGroup