When laying the groundwork for a highly effective public relations campaign, correctly identifying your target media and determining the strategy you are going to implement are vital steps.
The correct target media for a specific client, event or product is going to differ from case to case. Firstly, you will need to consider the industry that they specialise in: Oil & Gas, Engineering, Construction, Medicine or Technology for example. Today’s technologically advanced media-industry is incredibly multi-faceted; there are online and print publications that specialise in niche topics covering everything from Astronomy and Cardiology to animal care and confectionery production.
New publishing platforms are being created all the time, and not all of these are suitable for every client. In addition to traditional printed papers and industry-specific magazines, we also now have to consider news websites, social media platforms, industry-specific websites, and not to mention niche blogs and forums.
With such a diverse range of media it can be a complicated task to put together a concise and comprehensive list of media outlets that are relevant. Research is key, so visiting blogs, social media platforms and forums to see what people are talking about is a must.
There are also online tools, which can be used to look up media based on geographic location, language and topics covered. Web based directories are bursting with contacts and you will be able to whittle these down to those that are most relevant for your client or project.
Once you have compiled your list of target media, you can be happy in the knowledge that your company’s press releases, articles, blogs and tweets, will be received by the right journalists and, hopefully, pick up lots of coverage!