How to find a journalist who will run your story
Previously we discussed whether you should (not) use the spray and pray technique when you approach journalists with the same pitch despite their beats, geo and angle they are after. While this approach is still widely used by startups founders and publicists, there is a more efficient way to get coverage—instead of sending one press release to dozens of reporters, invest a couple (sometimes dozens) of hours to find the one journalist that matters.
How can you find the most relevant journalists who are gonna pick your story?
How to find your perfect (media) match
We sometimes wish there was Tinder for PRs and journalists where a swipe right is equal to a chance for coverage. However, there is none. It means you have to invest your time to screen all relevant media outlets for any relevant coverage of your competitors. This doesn’t mean you have to go from ABC News to the USA Today. However, be prepared to spend a while on the task.
To help you make the most of your time, we prepped a short instruction to stick to when looking for your perfect match:
1. Google your competitors
Find what coverage they gained recently and in what media outlets. Set “last 3 months” in the search settings and go through the results. Open each one that looks good to you and find the author’s name. Once you have it, try their Twitter account—journalists sometimes put their emails in bio. If nothing, try SignalHire or RocketReach to identify the best contact.
Note: if a reporter ran a story about your competitor or your topic the last couple of weeks, they will most likely pass on your story. But if your startup is really great, do not hesitate to follow up with new and newsworthy facts.
2. Screen specific media outlets
Thinking of getting a Techcrunch coverage? Try to google “Techcrunch” plus a “competitor name”.
In case you don’t see any big tier-1 coverage — this doesn’t always mean your product and alike are not of interest. Find the most relevant piece on Techcrunch, get the reporter’s email address and start with “I saw your coverage about our industry, would you be interested to learn more about our solution which (solves something in a different and efficient way).”
Note: if you followed up 4 times, this is definitely a NO. Try another publication. Maybe it is better to start with a tier-2 tech blog or your local newspaper.
3. Check trade show media lists
If you are in hardware or B2B, for instance, and struggling with finding the best matching contact—check out what trade shows and conferences were held recently. On their websites, you can find what reporters were invited and that would be your best shot.
Note: if a reporter was presenting on the stage—that means they are from a big media outlet and act as speakers on the matter, not really journalists. You can try to reach out, worth a try. But be ready for a zero response. Your best matching reporters will be those who are on the media list of the trade show.
Not ready to invest your time? Hire PR Guy for just $149. From crafting an eye-catching pitch to finding all the relevant media contacts and telling you when to follow-up with journalists, PR Guy will guide you through the journey of pitching to success.
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