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Don’t Forget Smaller Outlets When You Pitch Your Utility

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I’ve made this point before and – after having some recent conversations with public relations professionals  – will make it again: Don’t overlook smaller media outlets.

Given that public relations tends to be a younger person’s game – a “senior account executive” at many PR firms may be all of 25 years old – the focus too often is on the big media placement. Of course, The New York Times, The Wall Street Journal, 60 Minutes and so on are going to be ideal placements.

Problem is, they’re usually out of reach, and often when those outlets do show interest, it’s for the wrong reason, such as malfeasance on your part.

The next tier may be your local dailies, network affiliates and area radio stations. Those tend to be reasonably accessible and are a strong place for focusing your efforts.

But there’s so much more beyond that that tends to get ignored.

I’m talking about the myriad of smaller outlets, which include weekly newspapers, cable TV programs, podcasts, bloggers and local talk radio, among others

Yes, the audiences may be smaller, but if the outlet is reputable (always worth checking out in advance) they can be a good target, especially since they’re often hard up for content and have a lower bar for acceptance.

In addition, you may well be able to get your message out less filtered than at bigger outlets. Smaller media sources often have less-experienced or less-skilled people working there. Since they’re happy for content, they may be less likely to challenge what you’re saying. That doesn’t mean you should be lying to these outlets, but the spin you want to get out is more likely to be accepted.

Also remember that little hits add up, and they’ll be chronicled on those outlets’ web sites for years to come – and then be pulled up by search engines.

Of course, you can add a multiplier effect by linking coverage on your own web site and social media channels.

Yes, you’ll impress your boss if you land coverage in a primo outlet, but 10 placements in lesser outlets is just as impressive – and effective.

Andy Gotlieb's picture

Thank Andy for the Post!

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Matt Chester's picture
Matt Chester on Nov 29, 2019 2:05 pm GMT

Yes, the audiences may be smaller, but if the outlet is reputable (always worth checking out in advance) they can be a good target, especially since they’re often hard up for content and have a lower bar for acceptance.

This seems like a good point-- the smaller outlets are likely closer to their end audience and thus have more built-in trust

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