Black Belt Web Marketing.pdf - Costa del Sol

Standard Periodical Directory
Standard Rate and Data Service (2 volumes)
Urich’s International Periodicals Directory (3 volumes)
Working Press of the Nation (4 volumes).
Prioritize Media Contacts
With such a large body of media to contact, it’s important that you categorize media on
your list into priority groups. Distinguish high priority from low priority based on these
criteria:
Possibility of success: Trade journals, newsletters, local media, etc. are easier to get results and
may have a more immediate impact on traffic to your site. Also success with small, more
targeted media may improve the odds of getting picked up by larger, more well-known
media.
How well it reaches your target audience: Specific interest media are often easier to reach and
more effective than general media depending on how broad your audience is.
Personalized approach. A one-to-one relationship with an individual usually produces more
results than a nameless e-mail to a magazine or newspaper. So, other things being equal,
give a higher priority to media in which you have a name to contact over those with no
name.
How large a readership: Don’t overlook the number of readers if other factors are equal. Media
that reaches the largest audience may have the most dramatic affect on traffic to your site.
When drafting and preparing to send a news release, concentrate on top priority media first.
Work your way to the lowest priority list. Add and move media around depending on
additional input such a positive response, a name to contact, or some other factor that
increases or decreases the likelihood of success.
Long-Term, Continuous Project
Building an effective media mailing list is a long-term, on-going project. Keep adding media
and contact names. If you are starting from scratch on you media campaign, chances are
you don’t have many names and don’t have the time or resources to contact hundreds of
names. See Exercise 9-9 for hiring a service to send your press release to hundreds or
thousands of media for you.
Lesson 9 Pg. 22