In the fast-paced world of public relations, getting your target media right can be the difference between a campaign that soars and one that falls flat. Pitching a cute parenting story to the Australian Financial Review (AFR) is a classic example of a mismatch—it simply won’t get picked up because the AFR isn’t the right fit. While this may seem obvious, many PR professionals face less clear-cut situations, making it difficult to determine the right media to pitch their stories.
The media landscape is vast, encompassing thousands of individual journalists, bloggers, and organizations, as well as a wide variety of media types, including newspapers, TV, online platforms, and radio. With so many options, how do you know which ones are worth your time and effort?
Start with Your Target Market
The foundation for defining your target media lies in understanding your target market. In general terms, most businesses have a good sense of who their primary market is. You might say, “cyclists,” “homeowners,” “CEOs,” or “young men.” But identifying your primary market is just the beginning.
To truly unlock the potential of your PR efforts, it’s essential to narrow down and consider your secondary markets. For example, at HYOPR, we see small business owners as our primary market. However, this group is still incredibly broad, and treating it as a monolith limits our ability to craft effective messaging.
1. Research, Research, Research: Invest time in identifying journalists and media outlets that specialize in your niche markets.
o Use media databases to search for relevant contacts.
o Follow journalists on social media to understand their areas of interest.
2. Build Relationships: Establish connections with journalists and editors before you pitch. This can be as simple as engaging with their content or attending industry events.
3. Tailor Every Pitch: Personalize your pitch to fit the journalist’s beat and the outlet’s audience. Highlight why your story matters to their readers.
4. Stay Organized: Maintain a detailed list of media contacts segmented by niche market. Include notes on past interactions and preferences.
5. Be Persistent but Polite: If you don’t get a response right away, follow up respectfully without being pushy.
Getting your target media right is crucial for a successful PR campaign. By starting with a deep understanding of your target market, segmenting it into niche groups, and crafting tailored messaging, you’ll increase your chances of gaining media coverage and building lasting relationships with journalists.
In a crowded media landscape, a thoughtful and strategic approach to targeting your media makes all the difference—and ensures your story gets the attention it deserves.