| Before you buy a media list, be sure to ask these | | | | fine-tune your pitch to her. |
| questions, so You Get the Most publicity for your | | | | |
| buck... Reporters are dying to quote entrepreneurs, | | | | 4. Do you get a list that is sorted by the topic the |
| small business owners and consultants just like you. | | | | reporter covers? Some list companies will sell you the |
| The trouble is, they don't know you exist! | | | | entire database of each publication. That's way too |
| | | | | broad for most people and will lead to a lot of waste. |
| If only you can get your hands on a great media | | | | In other words, it's not enough to know that Jill |
| contact list, then you can get your name and | | | | writes for Business Week. You want to find the |
| credentials in front of reporters. This way they will | | | | person who covers your topic. Because if Jill doesn't, |
| contact you when they are writing a story that | | | | she'll just throw away your message. |
| would be perfect for you. | | | | |
| | | | | 5. Does the list contain a reporter's personal |
| So how can you get your hands on a great media list | | | | information? Most lists don't have information such as |
| that's filled with information about reporter's who | | | | "like to bowl," or "wrote a screenplay" or "recovered |
| want to quote you in their articles? | | | | from cancer." But if the list has this information, you |
| | | | | might gain extra insights into the reporter and you |
| Many companies sell names of reporters. Like | | | | might be able to build rapport faster. |
| everything else on the Internet, they vary by quality, | | | | |
| features and services. | | | | 6. Does the list have the publication's URL? Let's face |
| | | | | it, not everyone knows everything about every |
| Before you buy a media list, be sure to ask questions | | | | publication. Nor is every publication available at your |
| like the ones below. | | | | local newsstand or library. However, if you have their |
| | | | | URL, you can easily read about the publication, get its |
| 10 Questions You Must Ask When Buying a Media | | | | view on the world and read articles by that reporter. |
| List So You Get the Most Bang (Publicity) for Your | | | | It's a great time saver. |
| Buck | | | | |
| | | | | 7. Does the list have web-only publications, like |
| 1. When was the list updated? Reporters change jobs | | | | websites and blogs? These outlets are beginning to |
| quite frequently. And many newspapers and | | | | play a much bigger role in telling stories to you |
| magazines are laying off people. So you want to | | | | audience. Don't overlook the online-only opportunities. |
| make sure the list is updated on a daily or weekly | | | | |
| basis. Otherwise, you'll waste time, money and | | | | 8. Does the list show circulation figures? Since you |
| energy sending messages to people who don't work | | | | don't have all the money in the world to send out |
| there! | | | | books or product samples, or even to call everyone |
| | | | | on a good list, you must decide who is important. |
| 2. What contact information is included in the list? | | | | That's where the circulation figures come in to play. |
| You'll want a list that has name, title, email, phone | | | | Start with the biggest and work your way down. If |
| and snail mail address. Yes, snail mail. This way you | | | | you don't have the circulation figures, you don't know |
| can send books or product samples. You'll want email | | | | who the big boys and girls are. |
| for sending pitches, press releases and press kits. | | | | |
| You'll want the phone number to pitch by phone. Of | | | | 9. Is the list searchable and sortable? Look for a list |
| course, you will have much of this information on | | | | that is delivered in a digital form, like a spreadsheet |
| your website, but you'll want to have every means | | | | or a word document. That way you can use sorting |
| available to contact reporters in the format they | | | | and searching tools to find the best reporters. |
| most desire. Reporters can be very, very picky! | | | | |
| | | | | 10. What rights do you have to the list? Some |
| 3. What information is included about the reporter? | | | | companies give you one-time use of the list. They |
| Most basic lists you'll find on the Internet will have | | | | even "seed" the list with fake names so they can tell |
| contact info, but not much else. That's not enough to | | | | if you use the list more than once! Look for a |
| do target marketing. You want to know what topic | | | | company that gives you unlimited use of the list so |
| (referred to as a "beat") the reporter is covering as | | | | you can get the most value for your investment. |
| well. Some of the best companies offer additional | | | | |
| insights into the beat. For example, some lists will tell | | | | If you follow these tips, you'll find a list of media |
| you if reporter A only covers politics with a | | | | contacts than can serve you well at a price you can |
| conservative slant. That will help you when you | | | | afford. |