Who is your target audience?
Who are the people you want your message to reach?
Often these are the people that your product or service is aimed at – who you want to buy from you or take some other action:
- Consumers: young, old or specific interest groups
- Businesses: large, small, general or specialist
- A mixture of two or more specific groups
What do they read, watch or listen to?
When you know who they are, look for what they read or view: local or national newspapers, consumer or trade magazines, web sites, blogs or social media.
This will give you an idea of the publications or media to target with your press releases, news and content.
For example, you wouldn’t usually send a press release detailing specialist machinery parts to a local newspaper. The journalists there probably won’t understand what you’re talking about as they are focused mainly on news of interest to the community in the area. The press release would be more suited to a trade publication or web site aimed at specific industry.
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Make a list of the target publications, TV and radio programmes, web sites, blogs and social media accounts that cover your target audience(s).
If you have a budget, there are specialist PR services you can pay to distribute press releases direct to relevant journalists. These are especially useful if you have to reach tens, dozens or hundreds of journalists nationally and even internationally. If you don’t have a budget to pay for this and your focus is on a smaller audience, you can identify local newspapers, magazines and radio stations or research those covering a specific industry easily.
Visit a newsagent to see what local publications serve your area or search the internet for specialist publications covering your field. Scan their pages to see what type of content they publish or watch and listen to television or radio programmes to give you an idea of the content they use. If you plan local coverage, you could have a list of one to 10 newspapers, magazines or radio stations. Depending on your industry, you could have the same number or more of trade titles.
Research your target audience on social media by following #hashtags and seeing who posts about your specific topics. You can connect with them to build relationships.
What’s important is to have a list of the main press and media you need to reach.
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