Category: Marketing Minute
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Okay, so now you’ve got a press kit and maybe a press release or three. What the heck do you do with them? Well, it’s probably a good idea to get them into the hands of the media. That means you’ll need to build your media list. It’s a cousin to your prospects and contacts list.
The first place to look is your own backyard. What local and regional publications are out there? Check for newspapers, business magazines and newspapers. A trip to your local bookseller can help you find media along with editor and reporter names and contact info. Grab some pubs, score a cuppa joe and start writing things down (or into your laptop).
Don’t stop there. You want widespread fame. Look into national publications, too. What the heck. They may not print your stuff right away, but you’re not out too much postage dough. If they see your a good source of information that’s relevant to their readers, you just might find yourself in the New York Times, Wall Street Journal, Business Week, Inc. or USA Today (or top pubs of your country du jour).
Also, look for industry publications within your niche. You do have one of those, right? Trade associations are also a good source. Many produce magazines and newsletters.
When building your list, don’t forget radio and TV. These folks need people to interview. You want them to interview you. So, send them your kit and releases and then keep in touch.
Online syndication services are another key ingredient in your media mix. My Creative Latitude and About.com graphic design forum bud, Calvin Lee, of Mayhem Studios, posted several in his recent e-newsletter. By the by, if you don’t receive Cal’s newsletter, you should. It’s a quick, albeit great, read. There’s a spot to sign up on his home page.
So, without further ado, bookmark these sites, courtesy of Mr. Lee.
Keeping in touch is important. Work to build a relationship with editors, reporters and writers. These are the folks that can get your name in front of Mr. or Ms. Deep-Pockets. You want to treat your media contacts with kid gloves and become a resource for them. Think of them as a treasured prospect, worth their weight in publicity gold, because they’re the ones who can put you in touch with scores of other prospects.
Until the next
all the best,