Think far beyond traditional media & target niches

Too many Publicity Hounds are still chasing after top-tier newspaper reporters, national magazine editors, the highest rated TV talk show hosts and major market radio deejays, hoping that if they mention you, you’ll make it big.

Problem is, so are thousands of other publicity seekers. And because lots of those big media outlets reach a general audience of millions, you’d better have a damn good pitch.

Sometimes you’d be far better off targeting niched newsletter editors, ezine publishers, discussion forums, bloggers and Internet marketers who have a decent-size email list of people who are also your target audience. Many of these “journalists” and “publishers” have followers all over the world, unlike many mainstream media that reach regional audiences, or mostly people in one country.

BL Ochman’s 12 Tenet’s of Social Media Marketing is sort of 12 Commandments for those seeking publicity online. Tenet #2 reads: Though shalt cover all media.

Today media is a collective term for the producers of content for mass and, yea, also for niche consumption. Thou must niche or be niched. Thy niches may include surly teenagers in fly-over states, as well as disgruntled consumers. To communicate with them successfully you must approach them from the right perspective.

Thou shalt not piss them off by ignoring or patronizing them, for if thou do, they shalt bite you on the ass.

If you pitch big-time media you need to have big-time story ideas. However, despair not because these days everyone with a web site, newsletter, blog, e-zine, Mail List or forum is a journalist.

So how do you find these niche audiences? Here are a few suggestions:

—Asked a question on LinkedIn. For example, I would ask, “Can someone recommend the best print newsletters, ezines, blogs, discussion forums and websites that target people who want to promote a product, service, cause or issue?” The LinkedIn community responds quickly, and many LinkedIn users provide thoughtful and very helpful answers.  

—Ask the same question on Facebook and Twitter. The more friends and followers you have, the more responses you’re likely to get.  

—Google. Do a search for keywords and keyword phrases and see what you can find.

—Search at Technorati. This search engine will let you know which bloggers are discussing your topic.

—Create Google Alerts for your topics. You can read more about how to use Google Alerts and how to Google reporters, bloggers before pitching. (Also see Let bloggers create publicity for you.)

—Search for electronic newsletters. New-List.com lists almost 9,000 ezines.

Follow through on just one of those suggestions and you’re likely to find new media that are dying to hear what you havce to say.