Rolodex of Reporters

Keep an updated list of the reporters

reporters and editorsEvery time you write a press release for you pr clients, you need to make sure you already have a media list formulated. A mistake is to send each release to every media on your Rolodex listing. That doesn’t help get your company or pr client noticed.

By targeting specific writers or reporters with your press releases, or articles can better improve your chances to get published. If you are doing your own publicity in-house, then be sure that your database of reporters is current. Media people move around a lot and having a current roster of names that match the media is good practice, and it will reduce embarrassing follow-ups.

It is worth your time to categorize a reporter’s list for each client. Even if your publicity firm specializes in a specific market, you will soon learn that certain media will become more familiar with an account or company. That can work in your favor. Knowing reporters, writers, or any media on that level can further a relationship with the press.

These tips may seem common sense, and I hope that you are using them. But the reality is, as common sense goes, we tend to ignore these tips and soon become unknown with the press because of little things like keeping your database of reporters current.

If you feel that your list may not be current, then contact a outside company, even another pr firm, to help with the launch of the publicity campaign. Then begin working on your list.

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Articles That Get Published

Short or long, which is better for editors?

If you own a publicity firm, your clients are probably asking you to write articles that can be sent to the media, right?

And if you are a company, you’re probably asking your in-house pr person to do the same, or wondering why your publicity agency isn’t getting those articles published.

Well, this isn’t the only way to get noticed and published, but this suggestion is one method to consider. We call them "briefs".

These are short articles, usually less than 100 words. I share the same opinion as another company, called PR Ideas. He too writes that sending good short briefs can be excellent for editors who need fillers, or just short stories on different topics.

This can also position you or your company as experts in the field. Everyone is busy trying to jam long articles to reporters, publishers and editors. When in fact, they need short articles many times.

I like to think of doing these as a way to help the media people with their job and by showing them we offer a lot of valuable information.

On the other hand, don’t go wild sending dozens of these briefs every month. Especially to the same reporters. That will put you in a negative position with them. Timely briefs are good, but can be difficult for a publisher or reporter to consider if the timing is not right for them. I suggest doing timely briefs, and have a few that are not subject to an economic situation, or a trend or something that might become dated too soon.

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