Targeting audiences

Targeting the right media personnel is a key element in getting the results you deserve. Using the following tried and tested techniques will help steer you in the right direction:

• Research your market
• There are often a large number of media contacts for each area. It may be helpful to use media directories such as Mediadisk 2006 or the Media UK Internet Directory when building and monitoring media contact lists
• Identify and target key journalists on specialist trade and consumer publications as well as regional newspapers
• Identify and target relevant freelance journalists
• Develop a good relationship with the editor – many publications have a small staff and getting to know the editor will help to ensure that your news story will get some attention. It is as much in the editor’s interests as it is yours to develop a mutually beneficial relationship
• Distribute press material to as many targeted publications as possible but avoid blanket mailings