Do you KNOW the media…?

How important is it that your agency knows your target media?

This is a question that comes up time and time again with prospects as they evaluate whether an agency is the right fit or not.

But honestly, should this really be the gauge of whether an agency is going to get you the results you need?

I think not.

You don’t necessarily need to know the media personally in order to successfully place editorial.

What you do need is an understanding of what that media is trying to achieve and how that fits with your client’s story and objectives. Obviously, the more you know a journalist the more informed you will be on what they are interested in writing about, and indeed upcoming opportunities. But we all know that most PR people overstate their relationships with the press.

In this day and age, there are many ways of finding out what journalists are interested in and looking for, and many ways of researching what they have written about before and are therefore interested in.

Twitter, HARO, Google, Vocus, ProfNet – these are just a few of the many many resources out there helping PR people ‘know’ the media.

We’ve shown time and again that we can get top coverage for clients in sectors we have never worked before.

So it’s really not who you know, it’s about making sure you understand the media and what it is trying to achieve with its audience.

All this… “I can place any story for you Mr. Client because I have your target media in my back pocket” is quite frankly….PR Nonsense.

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1 Comment »

  1. lizcaradonna said

    Related article and discussion at the Bad Pitch Blog…
    Is It What You Know or Who You Know?

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