Thread by @aleekwrites

Got a story? Want to start #PR?

Here's how to build a list of media people or influencers most likely to be interested.

I do PR campaigns for clients.

This is what I do. Every time.

THREAD.

STEP ONE - DEFINE THE STORY

1. Why are you putting this into the world? Be clear on this. Get to the emotional, moral or important reason.
2. Why now?
3. You're a business. Who are your target clients? (we'll use this later).

STEP TWO - LOCATION

Where do you want to be covered? Global audience? UK only? 50 mile radius around your business?

Would people in different countries be interested?

STEP THREE - KEYWORDS

Title/Topic of your story. (Stuck? List all the nouns for now!)

Emotions of your story. (What do you want people to feel about this?)

= initial keywords for the story: now, enter them into an SEO Keyword tool.

I usually use @Moz keyword explorer first; I'd also try @ahrefs, @semrush, @BuzzSumo and @neilpatel

Take note of top publication sites that rank for your keywords.

Bonus: related keywords with HUGE search volume? Add them to your list. Why? To use these in your story!

Run the keywords through Answer the Public to see questions people are ASKING.

If the public are asking these questions, guess what? A journalist will be interested in asking these questions too!

answerthepublic.com

STEP FOUR - FIRST (WIDE) SEARCH

1. Set Google News* to most recent + your keywords/topic
2. Save relevant articles, headlines & ensure you only save news less than 6 months old.

*You can also use:
Google Trends, SERP
@Moz / other SEO tools keywords > the sources

So now you have a quick, first list of publications.. Ready to read some? ;)

Open up by-lines* of all related stories. Note recurring words, phrases & headlines. Repeat step three for new new rabbit holes!

*Save name, email & profile of each journalist.

Name, Position, Email & hopefully their Twitter!

Make a Twitter list! Then browse this new Twitter list frequently; like, RT & interact. Get familiar with what they do :)

STEP FIVE - SEARCH ‘JOURNOREQUEST’ & OTHERS

Twitter search: [topic/keyword] + #journorequest + set to 'latest' for current opportunities. Save relevant Twitter profiles to your list!

Keep an eye on:
bloggersrequired.com
radioguestlist.com
helpareporter.com

My Facebook Group lists opportunities. Press, publications or communities ask for experts or guests to help, here:
pouncepride.com/paws

STEP SIX - EXTRA AUDIENCES

Think you need to stick to your area? Nope!
Game: pick 2 random words. Try to connect the topics.
Example: [menopause]+[lemons]
Diet! Is citrus good? Does menopause change tastebuds?

Got a story on menopause? We just found your 'Lemon' angle ;)

'Extended family' - who might be interested in the lives of the target audience?
1. Spouses, children, parents, friends.
2. Global/different countries.
3. Who studies this topic? Schools or Unis?
4. Psychology perspective
5. History perspective
Etc.

Bonus specialist step: What big professional system has an interest in this?
Running -> healthcare, NHS
Stationery -> education, schools
Nail polish -> organic / vegan, environment

STEP SEVEN: COLLABS & OVERLAPPING AUDIENCES

Look for Twitter #AMAs, Reddit too. Forums where this is discussed. Public speakers (@TEDTalks)

Where are the people featured in the press?
Where do THEIR audience seek info on your topic?
Can you get an intro from your network?

Save contact details as you go & by the end you'll have a solid list of contacts who'd be interested.

I bet it's bigger than you expected!

So you have a list of these contacts. Now what?

Join my Facebook Group for an updated thread of opportunities: Pouncepride.com/paw

And I'll be announcing my checklist + newsletter to make PR easier. Very, very soon. My Group will hear first!

I did a thread, I had something brewing!! @jsvxc