Many companies want to reach for the stars when it comes to PR: “The New York Times,” “The Wall Street Journal,” Bloomberg Businessweek, even network TV.
A problem with this is there’s stiff competition for major media opportunities; even if you have a great story to tell, there’s no guarantee you’ll earn a placement. So focusing solely on the very top media outlets might result in no results—never even getting off the ground let alone reaching the stars.
Instead, try diversifying your PR targets. Take advantage of more easily obtainable opportunities. While individually, lower-profile placements might not make a tremendous difference in your visibility, collectively they can have as much or more value than major media placements when you achieve them on a regular basis over time. And as you build your presence, you can lay the foundation for achieving major media placements.
In other words, for most companies, a sustained, diversified strategy is how you not only reach the stars with PR, but stay there.
Here are some potential PR targets to consider:
- Trade publications
- Regional/local publications
- News websites
Even with these PR targets, the difficulty of earning placements varies. For example, some trade publications can be quite challenging to get published in, while others are hungry for quality content.
When you diversify your efforts, it’s critical to identify an appropriate target list: those media outlets/journalists/bloggers that are likely to have interest in your news. Why is this critical? Pitching irrelevant news can cause PR targets to permanently ignore you—which will come back to haunt you if you later have news that is relevant to them.
Once you have your target list, craft individualized pitches to each person/outlet on the list that are designed to appeal to their interest. Then repeat this process for every piece of news you have. After all, in PR you reach the stars—and stay there—one placement at a time, over time.
About the Author: Eric Anderson works with fisher VISTA clients to create compelling content. His previous experience includes eight years as a reporter and editor.