October 31, 2008
/ by Heidi Sullivan
We hear people say “targeting the media” all the time. But what does that phrase really mean? The word “target” means aiming for the right goal. I immediately think of an archery target and that tiny little bull’s-eye right in the center. The bull’s-eye image is, in essence, the key to effective media relations. Finding that exact target, aiming and hitting it dead on with one shot is much more effective than sending 100 arrows in the approximate direction of the target. Here are a few tips on finding and hitting your own bull’s-eye:
Now it’s time to actually contact the journalists you’ve settled on for your campaign. Be concise. Journalists are often on deadline and their schedules should be respected. Think about developing a relationship – not just sending a press release. This is setting yourself up for success in the future. Lastly, follow through! Be prepared… know your facts and the answers to common questions. If you are offering an expert for interview, have their bio, schedule and contact info available. Keep an open line of communication – this will assist you in developing relationships that will benefit you in the future.
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