Identify Relevant News Outlets and Publications
When brands engage with PR, they typically look for more than just media exposure. Their goal is to secure meaningful media exposure that boosts their brand authority. PR is only valuable if it gets a brand’s story in outlets and publications that connect with its target audience.
To help their clients reach that goal, publicists must be able to identify the outlets that are especially relevant to each brand. The right publication amplifies the impact of exposure, sharing the brand message with an audience that is engaged and interested in the solutions the brand can offer.
The following are a few key steps brands and agencies can take to identify the relevant news outlets and publications that will generate impactful media exposure for their clients.
Start with a general, industry-driven list
Brands new to PR often seek exposure in outlets like The Wall Street Journal, Forbes, and Entrepreneur. While positive exposure in those publications can be a huge win, it isn’t the only type of exposure that can pay PR dividends. In some cases, publications more focused on the brand’s target market may be more impactful than those with a general business focus.
To help clients understand the possibilities, publicists should spend some time exploring the variety of outlets that speak to the target market. PR platforms like Prowly, Muck Rack, and Cision can help build lists of outlets focused on particular markets. From there, publicists can drill down to find the best options for the client based on their unique brand components.
For example, if the client is in the fintech space, outlets like The FinTech Times or FinTech Magazine can provide general exposure to that audience. But if the client is focused on fintech for payments, PYMNTS would be a stronger outlet to pursue. If the company is focused on the insurance industry, Insurance Business America would be better.
Once a list is created, publicists should engage with the individual outlets to learn more about them. Visiting each outlet’s website can provide an idea of how often they publish and on what topics while reading a few articles can show the tone and type of articles they publish. Looking at their social feeds can also help reveal the scope of their readership and how engaged it is.
As you build lists for your clients, consider following the outlets you include and subscribing to their feeds to see what they publish. Not only does this allow you to determine if they publish regularly on relevant topics, but it also keeps you in the loop on what is happening in the industry. You may see an article from an outlet that sparks your creativity and gives you a pitch idea, so following that outlet outline can help you connect with its primary reporters and editors to streamline the placement process.
Refine the list with client input
To improve your list of potential outlets, refine it with input from the client. Ask them to identify the outlets they follow and the ones they feel their audience would identify as authoritative. This step will allow you to draw from their expertise and get buy-in on the list you will eventually target.
Knowing the client’s ideal customer avatar (ICA) will be extremely helpful as you refine the relevant outlet list. If they haven’t yet taken the steps to define an ICA, walk them through the process. Essentially, it involves asking them to describe the fictional consumer they are designing their products for.
To get a clear picture of the ICA, gather as many details as possible. Find out how old they are, where they live, where they work, what they get excited about, and what frustrates them. The more you know, the easier it will be to identify the optimal outlets for connecting with the target market.
Find the right journalists at your target publications
To enhance the impact of your list-building exercise, drill down to find the right journalist. Since each outlet can have multiple writers covering different beats, it’s helpful to research who speaks specifically to the audience you want to reach.
For example, Forbes and Business Insider have a broad reach within the business community, but each journalist writing for them caters to a different niche. Once you find your target journalist, you’ll be able to add more precision to your pitching.
Identifying relevant news outlets and publications is an essential step toward connecting with your target audience. By combining detailed research on outlets with input from the client, you’ll be able to find the outlets that can facilitate meaningful media exposure.
