How to Launch a Targeted PR Campaign

You’re looking to get media coverage on Oprah, or Time, or CNN.  You’re holding your breath for the Today Show and the Wall Street Journal.  I don’t blame you.  Those are great hits.  But the problem is those hits take time to garner and usually take several different pitches and approaches.  Those are the prime media outlets, the ones everyone is shooting for.  Keep shooting for them.  Study the type of stories they cover and come up with ways to present your story in a manner that fits their format, but don’t keep your focus there. 

Target your media campaign.  There are hundreds of small media outlets that need stories, from regional magazines and local newspapers and TV outlets to media that targets a specific market.  For example there are publications that focus strictly on art, or sailing, or decorating, or wine.  Chances are you can find a publication that specifically covers your field.  And I’m not necessarily talking about trade publications, although those are always ones to consider, but consumer-oriented media that focus on a specific field.  Take some time and make a list of media outlets that fit your company’s profile and target your market.  Don’t simply concern yourself with the viewers or circulation, focus on the fit.

Also, target your regional and local media, but make sure to pitch towards their needs.  They are looking for local stories with a local hook.  Give them what they’re looking for.  Unless you live in New York, Los Angeles or a similar type of media hub, these regional media outlets are not the triple A media hits, they are not media that will send your message around the country overnight, but they can offer you solid media coverage.  Perhaps even more importantly, they can offer you media coverage that you can then use to garner more media.  Media begets media; that’s the name of the game.  So if you’re stuck focusing strictly on the media home runs, rethink your strategy.  There is a huge media world out there.  Broaden your approach.  Broaden the media bull’s-eye you’re targeting.  You’ll be surprised the effect some well targeted media coverage can have.  Then you can post that media on the net, but that’s a whole other article.

Copyright © Anthony Mora 2009