Media Outreach 2.0

It sill happens that now and then I have a client that needs me to do some outreach to *gasp* traditional media outlets.

So how do we do this in the age of Web2.0bloggingspherevideoondemandtwitter? Or more exactly, what have we learned from our experiences dealing with bloggers that we can turn around and apply to the ink stained wetches of the press?

For one thing, just like with bloggers, anyone in the press has probably left a nice long Google trail for you to follow. So there’s no excuse for not knowing what a particular reporter has covered in the past, or might be covering now.

And surprise, surprise… many reporters have blogs. Or participate in Twitter, Facebook or the social networking tool of the moment. So when a tech reporter mentions on his blog that he likes releases with a lot of links in them, you have no excuse not to provide him with links.

When I start working with a new client, I usually see what’s been written about their competitors. That’s always been a good way to put a media list together but these days with Google News and just about any publication worth it’s weight in ink putting its content online, it’s far easier than it was in the days of clipping services.

And speaking of links, it’s always helpful to have something on your client’s web site to point out to reporters. A media information page perhaps, or even a special page created to explain in more detail – with media – what you are pitching.

This is all PR 101 I know, but know in the age of easy cook web development, it’s more important than ever, and easier than ever, to have all of your web bases covered.

Lastly, just like we tell everyone to build relationships with bloggers, don’t forget to form relationships with print journalists. Gone are the days of smiling and dailing. Find out how they like to receive information, figure out how best to remain on their radar screen and do your homework.

Now back to work.

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