When you’re starting a publicity campaign or creating a year-long media plan, remember that the “spray and pray” technique of pitching hundreds of media outlets with the same one-size-fits all pitch, and then praying that they will respond, doesn’t work.
Instead, you need to define the target audience you’re trying to reach, create story ideas about your business or nonprofit, and then determine which ideas should be pitched to which media.
Here are 23 questions that will help you do exactly that, excerpted from my ebook How to be a Kick-butt Publicity Hound:
Jerry says
Thank you for your work! It’s appreciated!
Henry DeVries says
Love this idea Joan. Based on your advice I build up dossier files on target publications. The best story ideas are based on what they are already doing.