It is often tough to resist the urge to reach out to every Tom, Dick, and Harry when delivering a press release. However, reaching out to just any journalist that comes your way can be counterproductive.
This is because not every reporter or journalist is the perfect match for your story, nor is their audience of readers. It is beneficial if you are highly selective with the writer/journalists you are reaching out to. This is why you should consider adopting a targeted approach.
Research has shown that a targeted approach is the only surefire avenue for a highly successful press release campaign.
Start examining the existing coverage of your industry. Bring up your favorite browser and enter your line of business on your favorite search engine.
If you use Google, click the ‘News’ tab to review any recently published articles relevant to your niche or industry.
Another option is to use PR tools like ‘Help A Reporter Out,’ ‘Muck Rack,’ or ‘Meltwater.’ These tools will help you locate the reporters covering relevant topics in your industry.