Know your target media

An essential part of effective PR

Just as knowing your target market is critical so is getting to know your target media. But it is not a difficult task. Just ask yourself these questions:

1. Who is your customer?
   Depending on your product/service, you should know them in terms of their occupation, lifestyle, age, location etc.
   
2. What do they read/listen to/watch?This will determine where to focus your PR efforts.

   There are so many types of media these days. And all of them have to fill space, time, slots with stories that are of interest to their audiences.

   Consider:
   

   • Local/regional/national press
     
   • Local/regional/national radio
     
   • Internet
     
   • Local/regional/national TV
     
   • Trade publications
     
   • Lifestyle magazines
     
   • Business/management releases
3. Who are the key people?You need to identify the best person to communicate with at the publication/station - this could be the news editor, features editor, specialist journalist.

   Media directories are available which will give you all this information, but they cost money. In the meantime you can usually find the information on website or in the actual publications. If in doubt - contact them and ask!

4. What type of story/features does the publication/programme seem to be interested in and what style is preferred.
   

   The best way to find this out is to read the publication or watch or listen to the programme. This will give you a good feel as to what the editor is likely to be looking for.

   Consider:

      i. What topics they cover

      ii. Do they use a formal/informal style

      iii. What type of photographs do they use?

Once you know what media you are targeting, you can then go about meeting their needs which will make your PR efforts far more effective.