Understand Your Target Media

If you are trying to build up good relationships with the key media outlets in your sector, do your research to find out what they actually tend to cover, rather than sending entirely irrelevant press material – a surprisingly common mistake. Sometimes it gets silly; the editor of ‘Stuff’ magazine used to receive calls from people asking ‘is there anyone there who deals with gadgets?’ – when in fact the whole magazine was about gadgets. So, build better relationships by following your ‘key target media’ as assiduously as possible, either by buying the odd copy or taking out an online subscription. Not only will you be kept up to date, but you’ll be aware of who is interested in what, and able to target any comments appropriately.