They call it “Spray and pray” – don’t do it

POSTED BY elaine ON May 14, 2010

Contacting thousands of media simultaneously with the same pitch (spraying) ought to result in some coverage, right? (praying). It may, but it is more likely to alienate the media and cause you to lose precious opportunities instead. Not to mention, the coverage you receive is not likely to be the coverage you were after. Here’s a great article our fearless leader, Marika Flatt, wrote describing how (and why) we build targeted media lists that generate the most effective publicity campaigns.

Hitting the Nail on the Head: How to Create a Targeted Media List by Marika Flatt

Creating targeted media lists is an essential task for book publicists.  Having good, thorough lists and access to a reliable database is the first step to a successful publicity campaign.  Gone are the days where you throw out the net and see what comes back. Publicity is built on solid relationships with media outlets and specific journalists. The journalists don’t have time to sift through pitches that are not “right on” for their beat.

Targeted media lists provide strategic direction for publicity campaigns. These “wish lists” are the result of thorough research and identification of prime targets for an author, book or product. Unlike larger email blast lists that blanket the media with hopes of something “sticking,” the master list takes specific reporter beats and submission guidelines into account, greatly increasing the odds of coverage. Targeted media lists are the only way to go if you want results everyone is happy with. There are several points to consider when creating a targeted media list.

DATABASES

Having access to a large online database, such as Cision, is helpful. Databases like Cision provide continuously updated contact information and pitching preferences for media professionals all over the country, and even worldwide. Publicists can search by media market, organization type, reporter beat and many more categories. Most importantly, publicists can read specific information about journalists to learn about what they cover and how they like to be contacted.

“I can create a large Cision list of book review editors at women’s magazine, but each of these people may not be a proper fit for the book and author.  It will take further research to know that some may only review non-fiction or will only look at books three months before publication date,” explains Elaine Krackau, PR by the Book publicist. Publicists can build these specific media lists and media reports for their clients in these databases.

Additionally, any good publicist will have their own homegrown database, built out of the media they’ve contacted in the past and built relationships with over the years. For instance, the PR by the Book database began in 2002 and contains thousands of journalists across the country that we’ve worked with in the past. We also tag what we call our “hot contacts”, who are those journalists that we’ve built solid relationships with and who know us to provide quality sources for them.

BRAINSTORMING

Not all pitches work for every person. In fact, targeted lists work best if they are divided into different categories for different angles.   At the beginning of the campaign, we brainstorm different angles with our team to set expectations among each other, as well as with the client.  Brainstorming also targets what types of media sectors to include.  For example, a book may include different angles such as real estate and housing to health and parenting.

ONLINE SEARCHES

Although the larger databases allow for more specific options for searching targeted media, a detailed web search can provide the most specific information regarding who publicists should be pitching. Web searching key words is an excellent tool in locating reporters and producers in specific markets who cover a specific topic. For starters, a targeted list should always include the correct contact at the daily newspaper in an author’s hometown, as well as TV morning shows featuring guests in their area. Web searching can help find this specific information very quickly.

Reliable databases, good brainstorming and effective online searching are reliable tools for creating a targeted media list, allowing publicists to provide efficient client services.  As we deal with the reality of fewer journalists doing the work of several staff members, fewer pages in daily newspapers and a siphoning of everyone’s time, we realize how much more efficient a quality media list is for the client and the publicity firm.

{ 0 } COMMENTS