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DISCLAIMER: Media Map provides a valuable service. This is not an anti-Cision post.Prior to introducing our firm to prospects, we learn as much as we can about them for our CRM system. A business development manager told me he doesn’t use Hoover’s to build prospect profiles anymore.
Instead of getting some basic background data, the BD manager hits Google News to see what the media and bloggers are saying about specific companies. This layer of information is often more detailed, and up to date, than Hoover’s background information.
The sales and marketing team here often discusses the similarities between sales and media relations and this discussion reminded me of Media Map. Sometimes we rely too much on Media Map to inform our pitches.
Media Map should be the beginning of the pitch research process, not the end.
Take Business 2.0 magazine for example. B2.0's online editor is headed to ValleyWag.
When a reporter blog breaks news that an editor is leaving a mainstream media outlet for a blog, what level of detail behind these moves do we see reflected in the Media Map database...and how quickly?
An opportunity for the folks at Cision would be to add their own level of interpretation to the 411 data provided by the media outlets. Similarly media relations teams need to build editor profiles so rich it makes the task of showing an editor you’ve done your homework an opportunity and not an obstacle to navigate.
After narrowing down your Media Map list of outlets and editors, Google and social media make this an easy process.
1) Hit Google News or Topix to confirm these eds still write on your topic, and to read what they’ve writing in the last week/month. Set up Google News Alerts for the editors at your top media outlets.
2) Don’t stop there. It’s more likely than ever that you’ll find your editor on social networks like Facebook or LinkedIn. While you’re there, register if you haven’t already.
3) Same goes for Twitter, Flickr and YouTube.
BONUS TIP: Hit Google Video which now searches YouTube, Vimeo and other video sites for one thorough search. As you are doing these searches, turn them into RSS feeds for the editors at your top media outlets.
Sound like a pain or just too time-intensive? Don’t take this approach if you’re creating a distribution list for an employee hire news release. But bigger stories will take awhile to land. How important is the placement you’re trying to make?
This due diligence is not unlike panning for gold, but it's well-worth the time invested. It lays a foundation on which you’ll build stronger editor relationships over time.
David Pogue at Media Relations Summit uploaded by hykutags | public relations | PR | media relations | media | Media Map | Cision
6 comments:
Kevin, very useful tips.
Of course, we all use Google alerts to monitor as much as we can that is written about our clients, or competitors, their industry verticals, etc.
But, great tip about using it to monitor what's going on with top media contacts, especially if one uses the 'comprehensive' alert across blogs, as well.
Re editorial contacts on social networks, I've found LinkedIn much more useful on the business side, but note relatively few journalists apparently see the value in being LinkedIn -- I've found few useful editorial contacts there.
I've stayed away from incoming invites to Facebook, as it seems far less of a B2B social network, but perhaps there are more journalists friends to be had there? Somehow, I doubt it ... but worth checking further.
LOL. I just came across this. Richard, you are a tool. Great insight. Haven't you ever been media trained? Does the phrase "Steer clear of negative language" mean anything?
http://prblog.typepad.com/strategic_public_relation/2004/12/blogging_not_fo.html
"I, Richard Laermer, hereby announce I won’t be doing a blog."
Anon! Welcome back. Do we have to put you in time out? Place nice. Thanks!
That anonymous works for S&S and it's good he/she is getting into the blog. As for whether or not "I" would ever do ANYTHING, well gee whiz. You're about 18 mos late to the party. That change of heart has been explained a few times. Welcome. I guess. Now start using your name. Be proud of it. And yes I'm a tool. A handy 1 too.
Hello Kevin and Richard:
Just wanted to stop by and say how much I enjoy your blog. It is a great resource for the PR community and has taught me a thing or two. Keep up the good/entertaing work!
Jacqui
Hi Kevin,
I love your blog -- great stuff!
Regarding this post, as a PR type myself, I can't even imagine relying solely on Media Map for a name to pitch without double checking it out to confirm. If a pitch is important, getting it to the right person is important!
I do a lot of that kind of research and ended up starting my PRMediaMoves blog to share with colleagues the news I learn about changes in (mostly) L.A. media contacts.
I invite you and your readers to check it out:
http://laurastegman.blogspot.com/
Laura
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