The Right Media for Your Public Relations
The question of whether you are targeting the right media is crucial for the success of your PR. The principle that counts in public relations work is quality instead of quantity.
Which journalists and media are suitable as a target group for your public relations work depends on your company, your target group and the topics you want to communicate about. Identifying the right journalists for your public relations work is tantamount to target group analysis. To do this, take the customer’s perspectives.
The Customer’s Perspective
First of all, you should look at your customers and potential customers: What media are they consuming? Do you primarily appeal to women who read lifestyle magazines?
Are you in B2B-Area on the go and have customers who want to find out more about specific trade magazines? Or is your target group young and not in the classic media anyway?
Will your customers listen to the radio a lot because you commute to work? Are you based in a particular region?
Take some time for this task because your target group is multi-layered. Nobody consumes just one type of medium, and indeed, not all of your customers consume the same. Even if you already know your target group through a classic target group analysis, you now have to consider which media suit these people.
Tips for Researching Suitable Media
Depending on what industry you are in, what your target group looks like and what relationship you have with your customers, you have to proceed differently when researching suitable media. Just look for the right tips:
- Ask your existing customers directly which media they consume, of course, in connection with the relevant topics. You don’t need a professional survey for this. It is often enough to ask about it on Facebook, in the newsletter or a direct customer conversation. This gives you an impression of which media are relevant and, on this basis, you can identify similar media.
- The next time you’re at the train station, go to the newspaper agents and browse the print media for suitable sheets.
- Don’t just think about print media! Often it is the printed media that spring to mind when you first brainstorm. However, television, radio and online media are often much more decisive.
- Radio, in particular, is often forgotten in public relations, but it still has a considerable reach. According to current studies, almost 80 percent of Americans listen to the radio every day. Therefore, it is worthwhile to search through the radio stations’ program structures for thematically appropriate programs.
- Ask google! If you click on “News” under the input window for a thematic search query, you will only be shown online media results. This gives you a feeling for which online media report on your topics.
- There are so-called clipping services (also known as media monitoring) that specialize in searching the media to see whether certain companies or topics have been reported to make the success of public relations work measurable. Using this service usually only makes sense for large companies whose communication strategy involves public relations. However, you can use clipping service providers to identify suitable media for your press work: Ask for a list of the media that search these in their offerings. This gives you a long list of media titles that you can research further in the next step.
- Take a look at the media statistics of media that sound interesting to you. Often not only advertising prices are published, but also information about the readership. This is a great way to check that the target audience matches your own. To find the media data, it is best to use the search (Ctrl + F) on the start page of the respective media offers – they are often hidden in the footer.