Public Relations & Marketing Writer
Public Relations & Marketing Writer
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Sample Issue
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January 30 Issue
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Two Extra Areas for Research
Everyone has warned you about the importance of keeping your
media list up to date and being familiar with the media outlets
you're targeting. You've even been encouraged to read up on
industry and general issues.
But your homework isn't finished at that point. There are two
other areas of research:
Writers
Many practitioners focus on approaching editors, but this
isn't the only option open to you. Writers often come up with
their own ideas that they pitch and develop. Some staff writers
accept press releases and pitches (find out the editorial
policy), but even if they don't, you can always offer yourself
as an expert source.
It's not just staff writers that deserve attention. Freelancers
usually write for a multitude of publications, so if you work
with them, you have a good chance of being included in a
story. Today's freelancer or staff writer may be tomorrow's
editor, even more reason to develop a relationship.
Take note of reporters who cover your industry and competitors.
Scan back issues to see how regularly they contribute to your
targeted publications and do Web searches to see what else
they've written. Many articles include short "about the writer"
blurbs, and you can use those to find additional information.
If you demonstrate knowledge of their topics and are a credible
source of information, it'll prove be a mutually beneficial
relationship.
Product/Service
This sounds obvious but many people, even salespeople,
neglect to find out basic information about a product or
service. Pick a product you're trying to publicize and see
if you can answer these questions (as applicable):
* How many models are available?
* What's the most current model?
* What's the speed or capabilities?
* What's the pricing like?
* Are there any requirements for use/installation?
For those publicizing services:
* What does the service include/exclude?
* Is there a niche market?
* What are the provider's credentials?
* What's the pricing like?
Read the literature and keep it on hand for reference. If
you'll be the spokesperson, it may be a good idea to attend
a training session that explains the features of the product/
service.
You don't have to be an expert and it's fine to refer inquiries
to more knowledgeable people. But the more you understand,
the better able you'll be to put any inside jargon into layman's
terms. Plus you just sound more credible when you know
*something.*
So if you haven't already done so, it's time to buckle down
for extra studying. It'll make your writing efforts better.
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Links of Interest
Here are a few resources that can help you research writers
faster:
MediaMap
http://www.mediamap.com
MediaMap contains profiles of journalists.
Biz360
http://www.biz360.com
Among other things, Biz360's Market360 helps you find
high-volume authors covering a particular industry,
including those writing about your competitors.
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