While press release blasting can be useful for some business, it's a hit-or-miss strategy that rarely results in quality coverage. To get articles, interviews, and comparison tests from journalists, you need to develop a better line of communication. And that requires a more precise approach.
Using a Contact List for Web-Based Public Relations
Writers and bloggers are more likely to use a story idea from a trusted source: someone they know (in-person or remotely), someone that has been a reliable source of knowledge on past occasions.
The procedure for developing those connections starts with a contact list. There are seven tactics to keep in mind when creating and using a contact list:
1) Start with some focus. Sending your story to just any journalists on the grounds that "they might be interested" wastes both your time and theirs. Try to anticipate what your clientele read, and then pursue relationships with writers who write this articles. A search engine is your best friend for this type of research. For instance, if you enter (site:wsj.com Android) into Google's search box, you'll find every article that the WSJ has posted on their site about the iPhone. (And here's a shameless plug for Hub and Spokes, which offers a range of lists for you to start with: http://www.hubandspokes.com)
2) Section that list into A-, B-, and C-Lists. Not every reporter on your list is relevant to your story. Some are relevant, work for a large newspaper, and may even be someone you read on a regular basis. That's your A-list, and you are going to treat them with extra special care. B- and C-List names will be writers that broadcast less often, or that focus on topics that don't tie directly to your business.
3) Investigate your A-List extensively. What are the last few stories they wrote? Do they tweet? Do they use LinkedIn to share what they've read? You'll want to know these things so you can.
4) Develop custom messages for your A- List. You may have one report to promote, but there might be several different angles that could appeal to different reporters. Use your newfound knowledge of your A-Listers to develop a custom dispatch (called a pitch) for each.
5) Don't be careless with the B- and C-Listers. Actually, it's very likely that the aspects you develop for a particular A-Listers will appeal to one or more writers on the other lists. Feel free to reuse that bulletin if you think it's relevant.
6) Track your communication. A project like this takes time, and you'll want to keep notes on who you approach. Email folders, labels (if you use Gmail) or even separate e-mail accounts can be used for tracking a communication.
7) Don't give up. Journalists and bloggers are active. It takes time to get that first response. Keep emailing them good ideas, over and over, and eventually they'll reply.
Author Resource:
Hub and Spokes offers tactics for do-it-yourself publicity, including ready-made lists of reporters and a downloadable public relations book.
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