Public relations (PR)
Identify your target media for public relations
The first step to getting media coverage for your business is to decide who your target audience is and which media you should use to reach them. Ask yourself who will be interested in your story and which publications or media will reach these people or businesses? Your target media list may include:
- your local paid-for newspaper
- your local free paper
- local magazines
- local radio and television
- trade, technical and professional magazines covering your type of business or expertise
- national newspapers
- consumer and lifestyle magazines
- local influencers or those with an interest in your industry
- online news media
- national radio and television - but usually your local station will feed your story to the network if it's good enough
Build media contacts
News media (including newspapers, online news and radio stations) will normally have a number of journalists. Building a relationship and communicating directly with a particular journalist can be more effective than sending a blanket press release to the news desk.
Research the type of article particular journalists write. Identify those with an interest in your area or the type of story you have.
Make things easy for journalists by sending them press releases in a convenient format (eg email), written in a suitable style. Make sure you are available to answer any questions they may have about the press release. It can help to offer accompanying photography with a caption. Be aware of media outlet copy deadlines.
When you have sent a press release, follow up with a phone call to ensure it has been received and check if they need anything else.
Try not to bombard journalists with stories that won't be of interest for publication. What may be big news for your business, may not be newsworthy to the general public.