How to Rock Media Relations on a Small Budget

Don’t be discouraged if you don’t feel you have the time or resources to invest in a full media relations program. Use these tips to build one that’s small but mighty that you can manage on your own.

Make a list. Create a list of media outlets and journalists that cover your industry. A good place to start is with your own reading list. Are there industry trade publications, blogs and local newspapers that you consistently read? Write down the names of one to five outlets and the journalists who cover your target topic. You don’t need a long list—focus on a few key outlets.

Networking, digital style. Now that you have a targeted media list, it’s time to get personal. Get to know the reporters you want to pitch to by reading, commenting and sharing their articles. Use social media sites like Twitter and LinkedIn to engage with them and build a relationship. Ask questions and offer sincere comments.

Over the plate. When you’re ready, you want to lob your pitch over the plate. Make sure it’s relevant and of interest to the reporter and their publication. Put yourself in the shoes of their readers: Why would you want to read this story? What is the news hook and why should readers care?

Even on a small budget you can score some media wins with a focused outreach program.