Questions

I have been a journalist and PR practitioner for more than 25 years. I can't count how many media lists I have developed or reviewed for clients. I can't give you specific places because you've told me nothing about your venture. However, there are only two questions you need to answer:

1. Does this outlet reach and influence my market? If it doesn't, you're wasting your time. No matter how ego-boosting it might be to get into TechCrunch, if your customers and those who influence your customers aren't reading it, then it's doing you no good!

2. Does this outlet or writer cover what I'm all about? If they don't, then, again, you're wasting your time.

Imagine a Venn diagram with each of two circles containing all the outlets for which you answered yes to one of these two questions. The outlets in the overlap portion are your targets. Period.

Of course, there are many more things you need to cover off before pitching even the right media, not least of which is that the answers to my questions will change depending on the story you're pitching. Happy to go over some of those on a call.


Answered 6 years ago

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