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Research for Print Media
Learn how to do research for print media and find the best outlets and journalists to tell your story.
Keren Speck
August 06, 2024
What's in store for this edition:
How to Research for Print Media
Research for Print Media
It can’t be stressed enough the importance of reaching the correct journalist with a well-thought-out message. In order to do this you have to do your research. This is no small task to accomplish, so I always recommend doing as much research you can ahead of time.
This week’s lesson is dedicated to Print Media, which includes print publication’s online outlets, and to learn some research tips for the various methods of communications for your story.
Researching Outlets and Journalists
Since you already know your audience, ask yourself who would benefit from knowing about the story or potential story you want to tell. Then figure out what media outlet has a similar audience. Think about the different types of media outlets and how they could cover the story. Look up and read stories that they have done in the past.
Then within those outlets, there will be reporters who only cover specific types of stories, this is called their ‘beat’. You will want to look for articles that are written covering the same industry you are in, and look for what section is the best fit for your story.
Investigate and see which reporters are covering similar topics and start reading their articles and social media posts. Make it a goal to get to know them and their style. With this knowledge you will know best how to make that pitch.
💫 Pro Tip: Find journalists in databases, online resources, directories, and social media platforms. Keep detailed records of your findings.
Newspapers
Daily local and weekly community newspapers are for news about activities, services, events, or issues. You will want to contact reporters who cover your industry.
Different beats to consider:
General news
Op-ed/letter to editor
Business
Education
Political
Lifestyle
Health
Consumer
Calendar of events
Contact information for individual reporters can be found in the publication’s masthead, on the website, or in directories that often charge for access to their large databases.
Send a press release in plenty of time (2 weeks ahead, if possible) if you’d like an event covered.
Take plenty of pictures of your event or activity for a post-event recap.
Magazines
Magazines offer longer, in-depth feature-style stories. Local lifestyle or business magazines are usually interested in local businesses or current topics.
Magazines often plan three to six months in advance of publication, so send out pitches accordingly.
You can usually find contact information of the different contributors or staff reporters either on their website or on a page in the magazine called the masthead, it’s a treasure trove of information.
Magazines usually have an editorial calendar, which outlines the planned content and themes of the magazine for the year. This is wonderful for pitch planning, and these can be found under the “Advertise with Us” or “Media Kit Section”.
Trade Journals
These specialized publications focus on a particular industry, profession, or trade, and provide in-depth coverage, analysis, and insights relevant to professionals within it’s specific field. They offer news, trends, best practices, case studies and expert opinions.
What ever your sector is, these trade magazines cater to a unique interest and the needs of professionals. Let your expertise shine in these magazines.
Like other magazines, the editorial calendar is usually set well in advance and may give you inspiration for pitch ideas. They to can be found under the “Advertise with Us” or “Media Kit Section.”
“Research means that you don’t know, but are willing to find out.”
Do this now:
I challenge you find the editorial calendar for a local or national magazine.
__ I found it!
__ I need more time.Now locate the masthead in a magazine or newspaper.
Which section would your story possibly fall under? ____
Who is the reporter(s) for that beat? ____
Next time:
Learn how to do research for broadcast media and podcasting.
Term to Learn
Masthead is a section of a magazine, newspaper or other publication, published in a fixed position in each edition, and includes a list of its owners, departments, officers, contributors and address details. This term is often used in North America, and the the counterpart in British English usage is known as imprint.
FAQ
Q: If I am successful in Public Relations, will I still need a sales strategy?
A: PR is not sales. The purpose of public relations is to create a good reputation, help with brand awareness, and shore up credibility. It is a great way to indirectly grow your customers, donors or followers, and make it easier for your sales team to sell.
Get PR techniques from recent news.
Newsworthy
Pommel Horse Guy 🤓
Why do people love this guy?
He’s authentic.
He’s the unexpected hero.
Who doesn’t love a nerd doing something really hard, while making it look easy?
💫 Pro Tip: If Mr. Nedoroscik’s goals are to ride this wave of popularity, I would 100% recommend hiring a PR firm. They can handle all the inquiries, issue public statements, arrange interviews, send out collateral, and more importantly keep him focused on his sport while telling his story well after the Olympics.
Take every interview you can with major outlets because you want to strike while the iron is hot, and that iron can cool very rapidly.
✍️ Key PR Takeaway: If you ever become an overnight sensation, find someone you can trust to handle all the media inquiries, and they can help align you with companies that fit your brand and your goals.
Learn from others.
100% Cool : 0% Cringe
ALS Ice Bucket Challenges Raises Millions for Charity 🧊🪣
Three men who were living with ALS were credited as co-founders of the original campaign, which invited people to dump a bucket of ice water on themselves. The challenge included film themselves and posting the video online, and calling on others to participate.
Unwittingly, these three men launched a fundraising campaign that went viral across social media and ended up raising over $250 million over the last 10 years.
✍️ Key PR Takeaway: Campaigns that are emotionally rewarding and capture enthusiasm fill a need for a “feel good story” and often get picked up in slow news cycles.
Deep dive: Going viral can be a double-edged sword. The ALS Association had to restructure their organization to manage a scaled-up budget, while still providing information to donors. Read the story here.
Useful PR Resources.
🧰 TOOLKIT
Local Library
The library provides free access to many publications that are often behind a paywall, requiring payment to do research on their publications. You can also access many different trade journals or other databases for free.
Good to know: Librarians are incredible sources for research help, plus they are very friendly… truly an untapped treasure close to home.
Attention Seeker of the Week
Arial
Arial, a Russian Blue rescue from the the Citrus County Animal Shelter is now living her best life ever while keeping a watchful eye over the store at Chassahowitzka River Campground and Recreational area.
When Arial wants a treat she places her paw on her person to let them know, and oh so very daintily. Speaking of attention, she does not like the attention of dogs and will let them know with hisses. Ok, Arial, we’ll keep the dogs away and treats on hand.
We had overnight sensations and icy campaigns going viral. Lets hope the pommel horse guy can do good with his new found fame, and it can last as long as the ASL Challenge.
Until next week, keep your shades on and stay cool.
Your fellow Seeker,
Keren
🕶️
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