Media Lists and How to Build a Fantastic one
By Paula Gardner of www.doyourownpr.com
I got the latest issue of Internet Works in the post yesterday and was disappointed to find out that its going to be the last. As well as having the nice
taste to run a feature on me last year (!) Internet Works has been a great source of data
and ideas for me for the last couple of many years and its 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 youve only got two names for your database at the moment.
2. If youre really organised then you might
divide this into warm contacts (journalists youd be happy to call and chat to) and cold contacts those you havent built a relationship with yet. You may 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 quote Bilbo Baggins no longer works with Hobbit Publications you may update your list immediately.
4. If someone does move do not
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 theyve moved onto bigger and better things and you can keep in touch. Even if theyve suddenly moved over to Pigeon Fanciers Weekly and you know they arent going to be able to do anything for you at the moment a nice wish you well e-mail helps keep that door open for the future.
5. Ask your existing contacts if they might
recommend any other journalists that might be dazzling contacts (and that way you may 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 do not
assume that you will
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. Ive 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 understand
until you ask? That freelancer you used to speak to about racing cars might also write about parenting issues or, more most definately
, might understand
someone else who does. Do not
just write off old contacts as dead ones.
Finally, a client recently told me about http://www.worldwidefreelance.com/markets.htm
Although its aimed at freelancers looking for outlets to sell their work, its also a great resource and inspiration for publications that might
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 available from http://www.bookshaker.com/product_info.php?products_id=37
