Creating a Target Media List

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Seven Steps to Creating a Target Media List

It is best to create a target media list before you approach the media. The effort you take to do this now will save you time, money, and energy and ensure the best results.

Step 1. Know your expertise.
Step 2. Save the "I could have said that" stories.
Step 3. Lunch with your best clients.
Step 4. Organize your clients' media responses.
Step 5. Analyze your clients' data.
Step 6. Select media appropriate to your business objectives.
Step 7. Add different types of media.

Tip: You don't want to be quoted or featured in just any medium. To build your business, be strategic and discriminating about what you say and where you create your news coverage.

Step 1. Know Your Expertise

It is critical that your positive news coverage supports your business objectives. This seems obvious, yet do you know exactly how you would describe yourself and your firm in 10 minutes if the media called you? There's nothing worse than an article with inaccurate statements about your customers and service. You don't want to say to yourself, "I wish I had said..." What a waste.

To create a target media list, first focus on your business objectives. Focus on becoming an expert, not a commodity. What do you want your target market to know about you?

	To Do: What type of clients do you want to serve now? How about in one, three, five, or ten years? Project as far ahead as you can. What services do you want to offer? List, categorize, and prioritize your areas of expertise now and for the future.

Tip: Many professionals do not take the time to do this strategic planning before approaching the media. Don't be one of them. Know how the media can help you achieve your goals. It will make a huge difference in your media results and your bottom line.

Step 2. Save the "I Could Have Said That" Stories

Know the media outlets that you want to target. Read them, view the TV shows, and listen to the radio. Save the stories.

Changes in the metropolitan daily newspapers, trade publications, and magazines have reduced the number of reporters on staff. Therefore, many concept stories (idea-driven stories that are more feature stories than breaking news) are covered by freelance writers, syndicated columnists, or wire service reporters. They are continually looking for stories. Be their source in the future.

	To Do: Identify articles that cover your area of expertise. Save the "I could have said that" stories. Keep track of reporters whose work you admire. Add these writers to your target media list.

Tip: Write to the columnist or freelance writer c/o the media outlet, and send a story idea every month for a year.

Step 3. Take Your Best Clients to Lunch

• Take your best clients to lunch, and after about three minutes of golf stories, ask your clients about the media that are important to them.
• What TV, radio shows, newspapers, magazines, journals, and association newsletters do they pay attention to?
• What are their professional affiliations?
• What personal interests, such as sports, travel, and hobbies, do they pursue?
• What is on their must-read list?
• What media keep them current professionally?
• Who are their favorite reporters?

	To Do: Ask clients what print, broadcast media, or Web sites they: Read Watch Listen to Visit regularly

Tip: Tell your clients that you are developing a strategy to attract the attention of the media. Accept any introductions to the media that they offer to make for you, just as you would refer business to them.

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