Finally, it’s done. Your news release is ready to set sail in the wonderful world of media like a luxury cruise ship. But on which sea? It is then that you realize that you don’t know that much about media other than the usual big names. In fact, you can’t even remember more than 2 journalist names. It is usually then that you get that sinking feeling your cruise ship could turn out to be a Titanic… After this moment of vertigo, you roll up your sleeve and sets yourself to hunt those precious reporters emails.
In PR, this is the crucial part of a public relations campaign: building a smoking hot media list or targets. so that the news can find open and interested ears.
Here’s our top 6 hacks to find journalists emails.
1. Do a Google search.
This is often your quickest and best trick if you know journalists but don’t have their emails.
Fictional example of a query to run in Google.
John Smith + Business Insider columnist + email.
Sometimes you’ll see the email address peeking out from the description, just under the headline, in the organic search results. If not, you’ll have to click on everything that Google returns to you.
2. Subscribe to a big media directory.
The expensive media directories published by companies like Cision or CNW usually have an impressive repertoire of journalist emails. But it will cost you. And while they have thousands of emails pitching your news everybody is not recommended. The more effective pitching is when you selectively reach the right media for your announcement.
Another caveat is that huge directories take time to update. So, it is possible that you will pay for emails that are no longer valid.
3. Call someone who the journalist interviewed.
When you do your Google search, you can find sources within their stories and call them. If you find someone who’s willing to give you the reporter’s email address, it never hurts to ask, “I’m curious. What kind of interviewer is John? Did he ask you any questions you didn’t expect?” Pay attention to what you hear, and remember this if John eventually interviews you.
4. Social Networking Profile Queries
Another avenue you can explore are social media profiles. You can have the most success with social sites like Twitter and Naymz. And chances are that employing a basic query will display if this person has a social networking profile at either of these websites.
Here’s an example of a query to run in Google.
[name] + Twitter
[name] + Naymz
5. Search for the journalist’s blog.
Finding the blog of a journalist who you want to pitch is like striking gold. Their email address is most often included in their profile. If not, look for whether the journalist responds to comments on the off chance you might find the email address there. As well, journalists’ blogs offer valuable clues about how to pitch them.
6. Look for new media directories
Media Match for example is a our new media directory that isn’t one per say. It does away with the media list by searching a live feed of Canadian media. Basically, the tool wants to offer a solution to pitching to the wrong sources, giving the user a dynamic database as opposed to a static one.
Media Match discovers relevant media, using AI technology, allowing to perform PR campaigns based on knowledge, insights and data.
As a bonus, this app can be used for free as a media monitoring tool, giving you publishing patterns, concepts associated with your search, top stories, media outlets, and the reporters that most frequently write about your news topic search.
At the end of the day, it all comes down to how much time you have on your hands to operate your Public relations campaign.
If you have a lot, use the power of the Google search engine. If you don’t have much time but have money, subscribe to a big media directory. And if you don’t have time nor money, new tools like Media Match can help target relevant reporters for a minimal fee.
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