TODAY’S BUZZ TIP | April 6, 2009
I’ll be blunt. If you don’t have a strong media list, you ain’t got much. Let’s face it. It’s all about media and if you don’t have the right editors, the ones interested in your particular product, service or industry, then you are literally flying blind. There are four media list categories you should have at the ready.
One, magazines. Which magazines cover your industry? If you’re a fashion designer, then fashion, lifestyle and generally all women’s magazines. If you sell shoes, same thing. If you sell database software, then computer magazines and most business publications.
Two, Newspapers. Yes, newspapers are having a hard time right now just staying afloat. I was at a recent meeting and everyone was buzzing about the imminent demise of. I mean, The NYT! Boy, if that happens, then we’re all in trouble. I, for one, don’t think the Times is going anywhere. It’s too much of a New York institution and I’m sure someone/company will come along and save it. Not that the situation is that dire…again, I digress. You should have both local and national newspapers on your list. This is going to be the hardest list to develop as it’s a wide range of newspapers and tons of journalists that you have to cull through. This is where I feel that some of the media database companies come in handy. They are pricey, but sometimes worth it. And in this economy, you can negotiate them down significantly.
Three, Trades. Each industry has their own set of trade publications. The fashion industry has WWD; the children’s industry has a slew of them including Earnshaws, Baby & Children’s Product News, Baby & Kids, among others. So check out the trades in your particular industry and get to know the editors. As I’ve said before, they are fairly approachable and easier to pitch.
Four, Broadcast. A veritable bunch of producers and assignment editors and notoriously the hardest group to get on your side. They are just super busy as TV time runs so much faster than any other medium. So they have precious little time to hear your pitches and fish through tons of email. But I’ve had plenty of TV coverage for clients so don’t give up hope. Stick with the morning shows as the evening news is much more skewed to, well, real news. Unless you have real news of course or something unusual that would be of great interest to that particularly broadcast area.
Buzz Challenge #2 starts today! The member who succeeds in enlisting the most new members, gets not only a free week of PR but also a free ad. Your ad will run for a full week as well. So get buzzing. Tweet, Plug on FaceBook, StumbleIt! and most of all pass the Buzz to everyone you know that would benefit. Promotion ends April 30. And check out all the buzz at www.buildabuzz.wordpress.com.