Master Class #108: Targeting Publications for PR Success

In PR, finding the right publications to pitch your stories to is a crucial part of the job, and it's not as easy as it sounds. Before you start choosing where to pitch your story, there are a few things to keep in mind.

 

First, volume doesn't always win. There's a time and a place for mass pitching, but more often than not, a targeted approach will get you more pickups than a comprehensive one. It's good to start with a broad list and then narrow down from there.

 

Next, make sure to select publications that are specific to your niche and your target audience. Big names like the New York Times may sound nice, but the people who care most about your story may be the readers of a small trade publication. Find where your people are, and pitch there.

 

Finally, look back at what's worked before. PR isn't always an exact science; sometimes there's a fair bit of trial and error involved. Over time, you'll see that some publications ignite more discussion about your brand than others. When you find a publication that works for you, double down. Build a relationship with their journalists, keep sending them stories and make sure to follow up.

 

At Jaffe Communications, we've helped people find the right publications for their unique needs across nearly every sector. If you need help finding the right home for your stories, give us a call today!