Public Relations Tip: Research

For public relations professionals, understanding the way reporters think and knowing what they report on is crucial. Your next story depends on whether it was shared with the appropriate journalist and whether the pitch was tailored to their needs and interest. To learn what reporters are looking for, investing a little time into research could yield long-term benefits for you and your clients. 

How to get started Whether you’re updating your media list or starting a new one, a great place to start is by searching for reporters who have covered your client(s) in the past or similar topics to the one you plan on pitching. If you’re updating a general list, make sure you include local journalists. Also, making note of the beat each reporter covers will come in handy when you’re going through your list.

Get to know reporters After building an initial list, it’s time to dive deeper into the research. Familiarize yourself with the work reporters are doing. Take the time to read or watch some of their stories; and if available, take a look at their bios. You might get some insight into the topics a reporter is passionate about.  Social media also is an essential tool for research and easy way to keep up with journalists and their work and thoughts on current topics. Take advantage of the various platforms by following reporters, whether you’ve worked with them or not. You never know when you may need to reach out to a reporter you haven’t worked with before, and it will make for a smoother introduction.

Put your research to good use With a refreshed media list in hand, you’re ready to put your research to use. This information will help you more effectively build your media outreach strategy by allowing you to narrow down the reporters who are more likely to be interested in your story and by personalizing pitches for the journalists you’re contacting. 

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