How can you get the most from your press release? By optimizing your media contact list. You don't need a huge list. You can do a lot with 10-25 media contacts. Why so few? People like to do business with people they know. It's hard to get to know 10,000 media contacts. I'm not saying you would never use a media fax broadcast. I'm not saying don't build a big e-mail list. I am saying it is easier to stay in contact with 10-25 great media people than 100-250 folks.
Who Should be on Your Press Release List?
Certainly the local papers. Newspapers aren't dead yet and they are extremely local, just like theater patrons. Most areas also have weekly and monthly papers that need stories, editorials, controversies and photos. You local radio DJs should be on the list. If the local radio stations have guests or any sort of talk show or call in show, you need to know who is on air and who is running the control booth. If you have a local TV station, you need to cultivate a relationship with the producers in charge of the news and any talk shows. You can find local bloggers at Blogger.com by searching for people who list your city as an interest. Of course, there is nothing wrong with staying in touch with national theater magazines. And all this schmoozing will give you plenty of practice when you have a special interest angle like pets, clowns, singers, child actors, seniors, travel, holidays and such. Go ahead and contact those special interest magazines that reach a tightly focused, but national audience.
Make List Optimization Easy
Use the phone book, the library, the reference librarian, your friends, the books store and always pick up those little news papers at your local grocery store. Smaller papers and radio stations often welcome a well written press release, pitch letter of telephone call. Just make your pitch clear and professional.
Optimization Can be Fun
I'm building my list now. It's not too hard when you enjoy talking to people. Remember, they aren't out there to help you sell theater tickets (not directly, anyway). You, on the other hand, ARE there to help them bring an interesting story to their audience.
PS
Would you like a Media Contact Form to help you create a powerful media list? If so, use the Comments link below to tell me what you need. I'll see what I can cook up for you.
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