A while back I wrote about How to Build Your Own Media List. Whether you build your own or buy a list, here are three tips that will help you maximize your chances of getting PR and avoiding media pet peeves.

1. DO A BIT OF RESEARCH – even if a paid media list is customized to your product or service, it’s usually based on keywords only – the more generic your key words, the more possible contacts you will pull. Which is why an unqualified media list can have hundreds or a thousand names that you pay for, with only a handful of reporters actually appropriate to you. If a magazine or media outlet sounds interesting, check out their website to see if there is an appropriate section or column where your company could be covered.

As you scan the print or online publication, think about:
• Are they interested in product reviews, book reviews, fashion or trends?
• Is there a giveaway/contest, guest articles, a CEO profile, inclusion in their gift guide that you can contribute to?
• Are they a Print publication or Online website? Often there is a way to get included in their newsletter for subscribers.  Read More→