5 Steps for Improving Your Media Outreach
Define your audience.
Marketers know defining your ideal buyer persona offers helpful insights to guide everything from product development to content creation. In that same vein, gathering information about stakeholders across your brand is immensely helpful in defining your ideal target audience for content distribution.
Further, understanding not only the demographics, challenges, and motivations of your target audience, but also their online (and offline) behavior will help define your ideal audience and ultimately guide your outreach strategy. Specifically, it will help you better understand where they consume their news, turn to for insights and advice, and seek out entertainment.
Build media lists.
Become familiar with the publications and media outlets your ideal audience frequents, then vet the publications before going on to research the best-fit contact. Run through a mental checklist for each publication before adding them to your list build:
Do they publish third-party content?
Do they regularly post on the topic you’re planning to pitch?
Do they frequently promote their posts via other channels like social media?
Once the publication has passed this quick preliminary phase, go on to find the best-fit contact by scanning through their editorial contact list. Further research a few contacts whose beat fits your content and trace their online footprint. Start following them on their professional social accounts and keep an eye out for their recent work or contributions to other online media like podcasts. Commenting on their latest post or podcast appearance, or giving your genuine opinion about a topic you’re both well-versed in, is a great way to start off your pitch.
Obviously their beat must align with the topic of the content you plan to pitch, but make sure you also run through the second mental checklist:
Do they cite content produced by brands?
Do their posts see a lot of engagement?
Do they cover only breaking news or only write personal essays and critics, or do they feature timely and evergreen content?
Do they demonstrate values that align with your brand?
Researching who to contact can be time consuming, especially when initially starting a media outreach strategy. Fortunately, as time goes on, the investment pays off in the form of established, mutually beneficial relationships.