One of the great mysteries surrounding public relations professionals is undoubtedly everything related to their contacts and the famous lists of journalists, formerly known as the address book.
And as perception and beliefs are often more powerful than reality, our clients believe, probably like you, that we know all journalists and influencers in the universe by their first names.
They think that we know all the media in the galaxy and that we know exactly what is happening in real-time on social media.
We are indeed present in the media and influence field, and we have significant knowledge of what is happening there. But, my dear PR friends, possessing all this knowledge in real-time is impossible for a human like you and me.
I hear you, and you’re probably thinking, like me, that this might be one of the things that artificial intelligence can bring us. Honestly, I hope so. It would allow us to save a lot of time that we could use to approach and serve our clients even better.
It’s simple, all our employees at the NATA PR agency, from the assistant to the senior account manager (including myself), spend hours doing contact research every week.
As we serve clients all over North America, we have an ocean of media and contacts at our fingetips. We have tools and databases that are very useful to us.
But just like for you, our number 1 ally remains for now: Google. Finding the foremost journalists is one thing, but when looking for freelance writers that the media works with, there is nothing better than Google to help us in our research.
If you are like many of our NATA PR SCHOOL students, alone in your marketing department, or a solopreneur who needs to maximize their time to promote their products and services, nothing beats step no. 3 of the NATA PR Model, which you can download for free at the bottom of this episode.
After answering the first question of our model and telling your story in the 2nd step, you are wondering to whom to send your information.
Which journalists and influencers will be interested in your story? Yes, that’s step three. And to start, you may only have 5 contacts: 2 journalists and three influencers.
But if you have done your research on Google, you know that these 5 contacts often talk about your industry and are interested in the services you offer.
Where to start to find what we call the real influencers?
Well, see what the brands you admire and your competitors are doing.
What are the specialized publications in your industry? Does your local newspaper talk about entrepreneurs like you?
Focus your research circle on a minimal number of media/influencers and add a few contacts (2-3) each week.
It is better to have a list 10 contacts of what we call “real influencers” interested in your activity than a list of 2000 contacts that a friend provided you.
According to CISION’s annual media survey, journalists say they receive less than 25% of press releases that are useful to them… so see, do your research and contact the real journalists, and your chances of capturing their interest are significant.
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