Please pick a dream client you would like to promote and then create a media list you would use to pitch them to the media. Use Excel to create this media list and make sure to include three tabs (Print, Broadcast, and Online). The names, titles, phone numbers, and emails can be made up, but the media outlets themselves should be real and should make sense for what it is that you’re pitching. You will need to do some research online to see what types of stories different media outlets cover. Aim for five media outlets under each tab for a total of 15 media outlets.
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Introduction to Public Relations Theory
Please pick a dream client you would like to promote and then create a media list you would use to pitch them to the media. Use Excel to create this media list and make sure to
include three tabs (Print, Broadcast and Online)
. The names, titles, phone numbers and emails can be made up, but the media outlets themselves should be real and should make sense for what it is that you’re pitching. You will need to do some research online to see what types of stories different media outlets cover.
Aim for five media outlets under each tab for a total of 15 media outlets.
Create a pitch angle under the “Notes” column for the STORY IDEA you will be pitching for EACH outlet. Please make sure you use a different creative angle for each outlet.
I will primarily be paying attention to what the angle is and what the outlet is and whether it’s appropriate for your client and what they are promoting. Make sure to spellcheck and confirm the titles of the media outlets you’ve selected. For example, “The New York Times” is the official name of the newspaper and includes “The” as featured in the newspaper’s masthead. “Johnson & Johnson” uses an ampersand in its official name vs. “Johnson and Johnson.” Double-check the news outlet’s website if you aren’t sure.
Have fun with this and be creative!
How to Develop a Media List
One of the key learning objectives in this introductory PR course is to help you better understand important PR industry terms. A second key learning objective is to help you learn how to develop different types of PR writing. Public relations involve a lot of writing and people who are good writers will have edge up in the PR industry. Today we are going to go over one of those key documents-“the media list,” or “press list.”
Many PR positions involve working with the media, otherwise known as “media relations.”
When I would come into the office one of my first activities of the day would be to do what’s referred to in the PR industry as “media monitoring” and “social media monitoring.” Media monitoring means scanning the media for stories, or mentions about your company, organization, or client. PR pros often doing this by starting with a quick Google “News” search on the Internet, followed by reading the daily newspaper in their area, scanning relevant industry trade publications covering news relevant to their particular area of PR such as “The Hollywood Reporter” and “Variety” if you work in entertainment PR, tuning in to various news programs such as local and national news, etc. I would then often do social media monitoring where I would check our Facebook page, Instagram page and other social media platforms to see what people were saying about us, or my client. Often a more thorough search is expected of the entry-level PR person such as the PR assistant, or PR Coordinator, as well any interns working for the department. If relevant stories were found I would then often email them to my client and our PR team. We would also decide whether to share them with other employees at the company.
As I was conducting my scan I might also add to our PR Department’s media lists if I found a new media outlet, or reporter that I thought might be interested in covering my client, organization, or company. I would enter their name and media publication, or media outlet into an Excel spreadsheet known as a “media list.” A media list is just like it sounds, it is a list of media outlets, reporters and their contact information. This list is often saved as an Excel doc. Most companies have many different versions of a media list often group together by theme. For example, when I was working at OWN we had a “General consumer” media list with outlets targeting general consumers, an industry trade media list with outlets targeting business professionals in PR, a mom blogger media list with outlets targeting mom bloggers, etc.
A media list is used when a PR pro wants to contact a reporter to try and “pitch” a story idea to them about their client, or company with the end goal of getting their client an interview, or a story written about them.
Media List Example: (Excel file uploaded)
|People||Susan Smith||Great Ideas||Editoremail@example.com||Pitched vegan recipe for “Great Ideas” section|
|Women’s Health||Jan Thomas||Food Editorfirstname.lastname@example.org||Pitched 5 ways to incorporate vegan foods into your diet for “Food” section|
|Self||Tom Whiteemail@example.com||Pitched “How I started a successful vegan business” for the “Power Players” issue|
|Marie Claire||Nashia Smith||Fitness Editorfirstname.lastname@example.org||Submitted client Chef Marie Smith for the “Women Who Rock the Food Industry” roundup feature|
|Los Angeles Times||Stan Wong||Business Editoremail@example.com||Submitted client Chef Marie Smith for the “New Restaurants Opening” section|
|People.com||Tom Humphrey||Online Editorfirstname.lastname@example.org||Pitched “how to throw a vegan Friendsgiving”|
|MensHealth.com||Gigi Tori||Online Food Editoremail@example.com||Pitched “how going vegan can boost your metabolism”|
|GQ.com||Frank Zowiefirstname.lastname@example.org||Submitted client Chef Marie Smith for the “Hot Women to Watch” roundup feature|
|WomensHealth.com||Susie Armandsonemail@example.com||Pitched “5 vegan foods to help you boost weight loss”|
|Entrepreneur.com||Chance Tutu||Online Business Editorfirstname.lastname@example.org||Submitted client Chef Marie Smith for the “Executive Profile” section|
|Good Day New York||Jan Smith||Guest Bookeremail@example.com||Pitched potential cooking demo on “vegan recipes to help you lose weight in the new year”|
|Today Show||Elizabeth Colefirstname.lastname@example.org||Pitched potential cooking demo on “quick, easy and delicious vegan lunch recipes to help you lose weight in the new year”|
|Rachael Ray||Gary Peterson||Talent Bookeremail@example.com||Pitched potential cooking demo on “Vegan Friendsgiving”|
|Radio Cherry Bombe podcast||Liz Colmey||Producerfirstname.lastname@example.org||Pitched interview on “The benefits of incorporating more vegan foods into your diet”|
|KCRW 89.9FM (NPR “Good Food”)||Evan Kleiman||Hostemail@example.com||Pitched interview on “launching a successful vegan restaurant business”|