The Outreach Plan and Target Audience
There are more than 3,000 outlets that categorize themselves as newsrooms and that’s before factoring in blogs, podcasts and more. Consumer publications, trade magazines, industry outlets, broadcast, radio, print, blogs, podcasts, the list goes on and on. So, you’re ready to try some media outreach, but how do you know where to start? It’s all about your target audience – who do you want to reach?
Let’s use an example to help define just a few options. You’re a doctor focused on serving the elderly and you have a lot of experience with dementia patients. You’re interested in casting a wide net and you want to reach fellow doctors as well as potential patients in your area with a side goal of enhancing SEO on your website. Below are just a few ideas to consider (there are many more).
Industry – Pitch yourself as a contributor who can author articles on specific topics relative to dementia. One column would be a win, but an ongoing feature opportunity could do great things for your credibility, as well as your website and social media (think of all the posting opportunities with redirects). Media outlets are always looking for strong contributors.
Local – While local and national can crossover, often because they are consumer-facing publications, if you are a locally practicing doctor, make sure to connect the dots to your hometown when pitching local publications as it can help set you apart.
Podcasts – Podcasts are a great opportunity to share your perspective potentially with a broader audience as you are not limited to a local audience due to everyone’s ability to access. Pitch yourself as an expert on a certain topic, identify podcasts that focus on your subject matter expertise, or even focus on something outside of your expertise that is relevant to an area of interest that you are confident you can speak to…podcasts are also a great opportunity to finetune interview skills.
Outreach is not a one size fits all practice and some messages are not appropriate for all audiences. Be mindful of who you’re targeting, what information you’re sharing and your ultimate goals – all of these things will guide your outreach plan.
