As a publicist, one of your main responsibilities is crafting amazing, well-thought out pitches that interest editors and result in great coverage for your clients. However, even the most amazing pitch won’t go far if you don’t send it to the right people! As incredible as your pitch about a new baby toy might be, the editor of a tech magazine will not be amazed. I’ve included three (well, three and a half) important questions you should ask when creating that perfect media list.
1. What type of person is interested in my product?
Let’s say you’ve crafted an AMAZING pitch for a new baby toy. Who would be interested? The actual answer is babies, but since they can’t read, we’ll have to settle for mom and dad. Though moms and dads read all sorts of things, the media they would typically look to for advice on what to buy for little ones would be the outlets that cater to parents. A quick Google search of “parenting magazines” or “parenting media outlets” will bring up plenty of options that you can pitch. It’s also important to scan these outlets and make sure that they cover similar types of items. For example, a parenting site focused on medical information will discard your baby product pitch in an instant.
2. Who deals with similar topics at this media outlet?
So you’ve found the relevant outlets that your client would be a perfect fit for. Instead of pitching every person at Parents about this baby toy that is oh so special, find the specific contact that covers toys for the magazine. Oftentimes PR agencies will use software programs that have detailed information about editors, but you can often find it online by doing a quick search of the outlet’s website. By identifying the correct target from the get-go, you will make the process faster and have a much greater chance of a response (and hopefully, a great media opportunity!)
3. What else has this contact covered? And who are they, anyways?
You’re over halfway there-you have found great outlets and relevant media contacts. Woohoo! But there’s one more step you should take while creating your list to ensure great feedback from media contacts. While you’re creating your list, take a peek and see all the types of stories this contact has written. Do a little background research-that’s what Google is for, right? Note all that you find in a separate column next to the name and contact information on your spreadsheet. This way, when you personalize your pitch, you can use this info to show the editor that you took the time to write up something great.
Do you have any additional tips on creating awesome media lists for your PR agency? Let me know in the comments!