In this video, Andrea Holland explains a method you can use to define the audience you need to get in front of for a targeted PR campaign. She explains how creating an avatar can help.
- The most common question that I get from new clients is…can you get me into The New York Times?…Or, how about TechCrunch?…My response is, there are hundreds…of publications out there, why those?…The answer is typically, well because it's TechCrunch,…it's a right of passage.…I stop them right there.…The problem with this thinking is that,…even if you read TechCrunch,…your target audience may not.…And if they're not reading it, what's the point?…It's important to know exactly who your target audience is…so you can find out what they read,…and place your content there.…
That's your goal.…As an example, if you have an organic baby food company,…what's the value in placing your content…on a website that's targeted to 22 year old techies?…The first step is to figure out who your audience is.…To figure this out, you want to create a customer avatar.…To follow along, download exercise file 0101.…Your avatar is a character that represents your prospect,…the person who will buy your product,…download your app, or benefit your business in some way.…
- Define the target audience.
- Examine the best ways to uncover what publications want.
- Explore the best ways to brainstorm content ideas.
- Identify how to create your abstract for the media.
- Determine the best ways to follow up with reporters.
- Explore the fundamentals of drafting content publications will accept.