As a small business owner, growing your customer base can feel like a daunting challenge, especially without a big marketing budget. The good news is, you don’t need to spend heavily to get noticed. By identifying the right journalists and bloggers who resonate with your brand, you can tap into media opportunities that connect you with potential customers. This guide is designed to simplify the process, helping you find media professionals who will share your story and get your business in front of the right people.
With no technical or marketing experience required, this guide provides clear, step-by-step instructions that any small business owner can follow. The focus is entirely on finding journalists and bloggers who write about businesses like yours, those who can help your brand reach new audiences. By connecting with media professionals who align with your values and target market, you’ll be able to maximise your visibility, drive customer engagement, and boost sales—all with minimal investment.
Download and print the 'Journalists Media Match Checklist'. This way you can mark each task off as you follow each step of this guide.
Whether you’re a local shop, an independent service provider, or an online start-up, media exposure is a powerful tool for growth. Journalists and bloggers are always looking for fresh stories, and your business could be the next feature they’re looking for. This guide will help you find the right journalists who will not only spread the word about your business but also help build trust and credibility, bringing you closer to new customers. Let’s get started!
Step 1: Know Your Customers: Who Are You Trying to Reach?
Before you can find the right journalists and bloggers, it’s essential to first understand exactly who your customers are. Defining your target audience will help you identify the types of media that resonate with them, making it easier to match your business with the right journalists who cover those areas. Here’s how you can get started:
Define Your Ideal Customers
Ask yourself a few key questions about your customers:
Who are they? Think about the age group, gender, and demographics of your typical customers. For example, if you run a coffee shop in a busy city, your ideal customer might be professionals aged 25-40 who value convenience and a quality coffee experience.
What are their interests? Consider what your customers care about. What problems are they trying to solve, and how does your product or service help? If you’re selling eco-friendly products, for instance, your customers might be passionate about sustainability and green living.
Where are they located? For local businesses, geography is important. If your small business operates in a specific town or city, focus on publications and blogs that are read by people in your area.
What challenges do they face? Think about the specific needs or pain points your customers have. For example, if you own a gym, your target customers might be busy professionals who struggle to find time to exercise and need quick, efficient workout options.
Understand What Media They Consume
Once you’ve clearly defined who your customers are, it’s time to figure out where they’re getting their information. What blogs, websites, newspapers, or magazines do they read? Which social media platforms do they use? This will help you pinpoint the journalists and bloggers who write content your target customers already engage with. Here’s how to break it down:
Local Media: If your business is local, find out which local newspapers, magazines, or community blogs are popular in your area. For example, if you run a bakery in Brighton, look for food bloggers or lifestyle journalists who cover businesses in the Brighton area.
Industry-Specific Media: Think about publications that focus on your industry. If you sell handmade jewellery, your customers might read blogs or follow Instagram influencers who focus on fashion or craftsmanship.
Online Communities: Many people today get their recommendations from social media, forums, or online communities. Pay attention to what groups or forums your customers participate in. If you run a yoga studio, for example, your customers might follow yoga blogs, YouTube channels, or Instagram accounts.
Example to Help You Get Started
If you own a skincare business that sells natural, organic products, your ideal customer might be a woman in her 30s who is health-conscious and lives in the UK. She may read blogs like Wellness Mama or follow UK-based influencers on Instagram who promote natural beauty routines. Knowing this will help you find journalists and bloggers who cover topics around skincare, wellness, and natural beauty—making it easier to build media connections that will attract your target customers.
Step 2: Find Journalists Who Cover Your Industry
Now that you’ve identified your target audience and understand the type of media they consume, the next step is to find journalists who already cover your industry. These are the people most likely to be interested in your business and help you reach new customers. Here’s how to do it in a simple, actionable way:
Search for Articles That Mention Businesses Like Yours
One of the easiest ways to find relevant journalists is to search for articles online that cover businesses similar to yours. You can do this with a few simple steps:
Go to Google and type in keywords related to your business or industry. For example, if you own a small independent coffee shop, you might search for terms like “best independent coffee shops in [your city]” or “coffee shop reviews UK.”
Look at the articles that come up. Pay attention to who wrote them. Often, you’ll see the name of the journalist or blogger listed at the top of the article. These are the people you want to add to your media list, as they’ve already shown an interest in your industry.
Make a note of journalists who write regularly about businesses like yours. If they’ve covered similar businesses in the past, they are more likely to cover yours too.
Use Industry Publications to Identify Regular Contributors
Every industry has key publications, whether they are online blogs, magazines, or trade journals. These publications often feature the same journalists and contributors regularly. Here’s how to find them:
Identify key publications in your industry. For example, if you run a fashion business, you might look at publications like FashionBeans or The Business of Fashion. If you own a restaurant, you could check out Great British Chefs or The Caterer.
Browse their articles. Look for recent pieces that feature businesses like yours. Again, note the names of the journalists and contributors who wrote these pieces.
Look for recurring names. Often, you’ll find the same journalists or bloggers writing multiple articles for the same publication. These are the people you should be targeting, as they are well-connected within your industry and regularly feature businesses like yours.
Example to Help You Get Started
Let’s say you run a small business selling handmade candles. You could start by searching for articles on Google using phrases like “best handmade candles UK” or “artisan candle brands UK.” Once you find relevant articles, take note of the journalists who wrote them—these are the contacts you want to build a relationship with. Next, look at industry publications such as Crafts Beautiful or YourHomeStyle, where you’re likely to find more articles on handmade goods. Regular contributors to these magazines are prime candidates to feature your brand.
By following these simple steps, you can start building a list of journalists and bloggers who are already writing about businesses like yours, making it much easier to engage with them and get your story out to the right audience.
Step 3: Use Social Media to Discover Journalists Talking About Your Niche
Social media platforms like X (formerly Twitter) and LinkedIn are incredibly useful for finding journalists and bloggers who are already discussing your industry. By searching for relevant keywords, following hashtags, and engaging with journalists' content, you can begin building relationships that may lead to valuable media coverage for your small business. Here's how to make the most of these platforms.
Search for Journalists on X (Twitter) and LinkedIn
X (Twitter) and LinkedIn are excellent places to find journalists actively talking about your niche. Here’s a simple way to start:
Use the search bar on X or LinkedIn to find journalists. Type in keywords related to your business or industry. For example, if you own a skincare brand, you could search for terms like “beauty journalist UK” or “skincare blogger.”
Use specific hashtags like #journorequest or #PRrequest. Journalists frequently use these hashtags when they’re looking for expert opinions or businesses to feature in upcoming stories. For example, a journalist might post something like “Looking for small business owners who sell eco-friendly products for a feature #journorequest.” Search these hashtags regularly to see if there are any opportunities for your business to be featured.
Filter the results. On X, filter by “People” to find journalist profiles, or select “Latest” to see the most recent tweets using your search terms. On LinkedIn, focus on profiles of journalists who write about your industry.
Take note of relevant profiles. Follow journalists and bloggers who are actively engaging with topics related to your business. These are the people most likely to be interested in what you offer.
Follow Industry-Specific Hashtags
Hashtags help you track conversations happening around your industry. Journalists often use hashtags when discussing topics they’re covering or looking for contributors. Here’s how to use them:
Find the right hashtags for your industry. For example, if you run a fitness business, look for hashtags like #fitnessjournalist, #healthwriter, or #wellnessblogger. If your business focuses on sustainable products, try hashtags like #sustainability, #ecofriendly, or #greenbusiness.
Monitor these hashtags on X and LinkedIn. See which journalists are using them and what they’re writing about. Hashtags like #journorequest and #PRrequest are especially helpful, as they often signal journalists seeking contributors or sources for their stories.
Engage with posts. Like, retweet, or comment on posts by journalists you want to connect with. By engaging with their content, you start building a rapport before pitching your business.
Example to Help You Get Started
If you own a vegan restaurant, you could search X for hashtags like #veganfood, #plantbasedjournalist, or #veganeats. Additionally, you could check #journorequest for opportunities where journalists are looking for vegan business owners to contribute to articles or features. For example, a journalist might tweet, “Looking for UK-based vegan businesses to feature in a round-up #journorequest.” By responding to these posts, you can get your business noticed by the right people.
By regularly searching hashtags like #journorequest and #PRrequest, and engaging with journalists who write about your industry, you’ll increase your chances of securing media coverage that can attract new customers to your small business.
Step 4: Tap into Free Tools to Locate Journalists
Finding the right journalists for your business doesn’t have to be complicated or expensive. With a variety of free tools at your disposal, you can easily locate journalists and bloggers who are already writing about your industry. These tools will help you stay updated on who’s covering topics related to your business, giving you the opportunity to connect with them and potentially get featured.
Use Free Tools to Find Journalists
There are several free tools that make it easier to discover journalists who write about your industry. Here’s a step-by-step guide to using them:
Google News:
Go to Google News and search for topics related to your business. For example, if you own a pet care business, search for “pet care UK” or “best pet grooming services.”
Look at the articles that come up and note down the names of the journalists who wrote them. These are the people who already have an interest in your sector.
Add these journalists to your media list for future contact.
Sparktoro:
Visit Sparktoro (there’s a free plan available) and use the audience research tool to find out which journalists or bloggers your target audience is engaging with.
For example, if you own a fitness studio, you can search for terms like “fitness enthusiasts UK” and Sparktoro will show you influencers, journalists, and media outlets your audience follows.
This can give you valuable insights into which media professionals are the best fit for your business.
Muck Rack (free account):
Muck Rack is a media database where you can find journalists by searching for topics or industries. With a free account, you can search for journalists by name or keyword.
For example, if you run a fashion brand, search for “fashion journalists UK.” Muck Rack will show you profiles of journalists who cover fashion, along with their recent articles.
Add these journalists to your list and keep track of what they’re writing about.
X (Twitter) Advanced Search:
Use X (Twitter) Advanced Search to find journalists discussing topics relevant to your business. Search for keywords related to your industry, such as “food writer” or “small business journalist.”
You can also combine keywords with specific timeframes to see the most recent posts. For example, if you’re promoting an event, search for “events journalist UK” and filter by the past week or month.
Set Up Google Alerts for Timely Updates
Google Alerts is a free tool that notifies you whenever new content related to your chosen keywords is published online. This allows you to keep track of when journalists are writing about your industry. Here’s how to set it up:
Go to Google Alerts.
Enter keywords related to your business. For example, if you own a bakery, you could create alerts for “UK bakery news,” “artisan bread,” or “cake shop reviews.”
Choose how often you want to receive notifications—you can get them as they happen, once a day, or once a week.
Start receiving alerts whenever a new article is published that matches your keywords. This will help you identify new journalists and bloggers who are actively covering your industry.
Example to Help You Get Started
If you own an eco-friendly cleaning products business, start by using Google News to search for articles related to “eco-friendly cleaning UK” and note down the journalists writing those stories. Then, use Sparktoro to find out which influencers and journalists your target audience follows. You might find that a blogger frequently writes about sustainable living, which could be a great opportunity for you. Next, set up a Google Alert for “eco-friendly home products” so you’re notified whenever new articles are published. This way, you’re always aware of the latest media coverage in your industry.
By using these free tools and setting up alerts, you can easily keep track of who’s writing about your business sector and start building relationships with the right journalists to grow your customer base.
Step 5: Look to Your Community: Find Local Bloggers and Media Outlets
When it comes to getting media attention, sometimes the best place to start is right on your doorstep. Local bloggers and media outlets often have a strong connection with the community and are eager to highlight small businesses in their area. By tapping into these resources, you can increase your visibility and attract new customers who live nearby. This step will guide you on how to find and engage with local journalists and bloggers who can give your business the exposure it needs.
Research Local News Websites and Community Blogs
Many towns and cities have local news websites, online magazines, or community blogs that focus on small businesses, events, and local interests. These outlets are often more accessible to small business owners than national media and can help you connect with customers in your immediate area. Here’s how to start:
Search for local news websites. Use Google to search for local publications by typing in “[your town/city] local news” or “[your town/city] small business news.” For example, if you run a florist in Manchester, you might search for “Manchester local news” or “Manchester business blog.”
Visit their websites and check if they have a section that highlights local businesses. Look for articles featuring companies like yours and note down the journalists or bloggers who wrote them.
Look at community blogs. Many neighbourhoods or regions have blogs that focus on local events, restaurants, and independent shops. These are great places to be featured. For example, a blog like “Brighton & Hove News” might feature independent coffee shops or artists in the area.
Identify Journalists and Bloggers Who Regularly Cover Businesses in Your Area
Once you’ve found local media outlets and blogs, the next step is to identify the specific journalists or bloggers who frequently write about local businesses. These are the people you want to engage with. Here’s what you should do:
Go through recent articles on the local news sites and blogs you’ve discovered. Pay attention to the bylines (the names of the writers) to see who regularly covers small businesses, product reviews, or local events.
Create a list of journalists and bloggers. Write down their names, the publications they write for, and any contact details provided. For example, if you own a boutique in Bristol and notice that a writer from Bristol24/7 often covers independent shops, they should go on your media list.
Check if they’re on social media. Many local journalists and bloggers are active on platforms like X (Twitter) or Instagram. Follow them and start engaging with their posts to build a connection. Comment on their stories, share their articles, or send them a friendly message highlighting how your business could fit into their next piece.
Example to Help You Get Started
If you run a small bakery in Edinburgh, search for local news outlets such as The Edinburgh Reporter. You might find a section on local food businesses or profiles on independent shops. Look for journalists who regularly write about restaurants or cafés and make a note of their contact details. You can then reach out to them with a personalised message, perhaps commenting on a recent article they wrote about another local café, and suggest how your bakery could be featured in a similar story.
By focusing on local journalists and bloggers, you’re more likely to get media coverage that feels relevant and accessible to your target audience. This can lead to greater awareness within your community and, ultimately, help you grow your customer base.
Step 6: Read Their Work: Make Sure They’re a Good Fit
Once you’ve identified a list of potential journalists and bloggers, it’s important to make sure they’re the right fit for your business. Not all journalists will align with your brand’s values, tone, or target audience, so it’s crucial to review their previous work before reaching out. This ensures that when you do make contact, you’re approaching someone who is genuinely interested in what your business offers.
Review Their Past Articles
Start by carefully reading a few of the articles that each journalist or blogger has written. This will help you understand their style and the types of stories they cover.
Search for their name in Google, or if you’ve found them through a specific publication, go directly to that site and look at their recent work.
Look for articles related to your industry. For example, if you run a vegan restaurant, check if they’ve written about vegan food, sustainability, or local dining experiences. This will show whether they have an interest in your area of business.
Consider their tone and style. Are they formal or more conversational? If your business has a fun, light-hearted brand voice, you may want to avoid journalists who write in a very formal style. On the other hand, if you’re running a financial consultancy, a more professional tone might be ideal.
Look for Journalists Who Highlight Small Businesses
Journalists who regularly focus on small businesses or start-ups are more likely to show an interest in your brand, particularly if they’ve featured similar companies before. Here’s how to find them:
Check for business profiles or features. Look at their articles to see if they’ve highlighted other small businesses. For example, if a journalist has previously written “Top 5 Independent Shops in Leeds” or “How Small Businesses in the UK Are Innovating,” they are likely to be interested in your business as well.
Look for articles that discuss challenges faced by small businesses. Journalists who focus on entrepreneurship or startup culture are usually keen to share the stories of up-and-coming businesses. If you notice they’ve written about challenges such as funding, marketing, or community engagement, this could be a good sign that they’d be interested in your story.
Example to Help You Get Started
Let’s say you own a small clothing boutique that specialises in sustainable fashion. You find a journalist who writes for a lifestyle magazine. After reviewing their work, you notice they often profile independent brands and have a focus on eco-friendly products. Their style is friendly and conversational, which fits perfectly with your brand’s tone. This journalist would be an excellent fit for your business, so you can confidently reach out, referencing their previous articles and showing how your boutique aligns with their interest in sustainable fashion.
By reviewing a journalist’s past work, you ensure that your pitch will be more relevant and tailored. This increases the likelihood of getting positive media coverage that speaks directly to your target customers.
Step 7: Create a Simple Media List
Now that you’ve identified journalists and bloggers who could be a good fit for your business, it’s time to organise this information into a simple media list. A media list is essentially a directory of relevant contacts, allowing you to keep track of who to reach out to and ensuring your approach is targeted. By having an organised media list, you can prioritise those most likely to cover your business and build relationships over time.
Compile a List of Relevant Journalists and Bloggers
Start by gathering all the key details for each journalist or blogger you’ve identified. This will be the foundation of your media list.
Create a document or spreadsheet (Google Sheets, Excel, or even a notebook if you prefer to keep things simple). This will be your central place for storing contact details and notes.
For each journalist or blogger, record the following information:
Name
Publication or blog they write for
Email address or other contact details (if publicly available)
Links to their recent articles
Social media handles (such as X (Twitter) or LinkedIn profiles)
Notes on what topics they cover and how they align with your business
Be selective. Only include journalists and bloggers who have shown an interest in businesses or industries similar to yours. This keeps your list focused and saves you time when you’re ready to reach out.
Organise Your List by Priority
Once you’ve compiled your list, it’s important to organise it based on who is most likely to cover your business. This will help you focus your efforts where they’re most likely to pay off.
Rank contacts based on relevance. For example, journalists who regularly write about small businesses or cover your specific industry should be at the top of your list. If you run a local business, prioritise journalists who write for local publications or blogs.
Add a 'priority' column to your list. This could be something as simple as categorising contacts as high, medium, or low priority based on how closely they align with your business. For example, if a journalist frequently covers eco-friendly products and you run a sustainable clothing brand, they would be a high-priority contact.
Include notes on any previous interactions. If you’ve already engaged with a journalist on social media or they’ve shown interest in your brand, make a note of this. It will help you build on that relationship when you next reach out.
Review Your Media List Often
Journalists frequently move between publications, change their focus, or take on new roles. Keeping your list up to date ensures you’re always reaching the right people.
Review your list every few months. Check if the journalists are still writing for the same publication or if they’ve moved to a different outlet. A quick Google search or checking their LinkedIn profile can help with this.
Update contact details as needed. If you notice that a journalist has changed roles or left the industry, update your list accordingly. Similarly, if you discover new journalists who might be a good fit, add them to the list.
Example to Help You Get Started
If you run a handmade jewellery business, you might include the following in your media list (below is just a made up example):
Name: Sarah Brown
Publication: Handmade Jewellery UK Blog
Email: sarah@handmadejewelleryuk.com
Topics covered: Handmade crafts, jewellery reviews, small business profiles
Social media: @SarahCraftsUK on X (Twitter)
Priority: High
Notes: Wrote an article last month featuring small businesses in the jewellery sector.
By creating and maintaining a simple media list, you’ll be well-organised and ready to engage with journalists who can help promote your small business. Over time, this list will become a valuable resource for building meaningful media connections that drive customer growth.
Step 8: Build Relationships Before Making Your Pitch
Once you’ve identified the right journalists and bloggers, it’s essential to build a relationship with them before directly pitching your business. Journalists are more likely to take interest in your story if they recognise your name and see that you’ve engaged with their work. By taking the time to connect and show genuine interest, you increase your chances of making a meaningful impact when you finally introduce your business.
Engage with Journalists on Social Media
Social media is a great platform to start building relationships with journalists and bloggers. By regularly interacting with their content, you can get your name on their radar in a natural and non-intrusive way. Here’s how to start:
Follow them on social media. If you haven’t already, follow the journalists and bloggers from your media list on platforms like X (Twitter), LinkedIn, or Instagram.
Like, share, and comment on their work. Whenever they post an article or update that relates to your industry, engage with it. For example, if a journalist tweets about a recent article on sustainable fashion and you run an eco-friendly clothing brand, you could comment with a relevant thought or simply share the article with your audience.
Be consistent. Engage with their posts regularly, but make sure your interactions are genuine. Over time, this helps build familiarity, so when you do reach out to them directly, they’ll recognise you as someone who has already shown interest in their work.
Personalise Your Approach Before Introducing Your Business
Once you’ve started to build a connection with a journalist, it’s time to prepare for the pitch. However, it’s important to make your approach personal and relevant to their interests. Here’s how to do this effectively:
Research their recent work. Before reaching out, take the time to review the journalist’s recent articles or posts. This will give you insight into the types of stories they cover and allow you to tailor your pitch accordingly.
Mention their previous work in your introduction. When you contact them, refer to a specific article they’ve written that is related to your industry. For example, you could say, “I recently read your piece on eco-friendly beauty products, and I found it really insightful. I particularly liked how you highlighted the importance of transparency in sourcing materials.”
Connect your business to their interests. After complimenting their work, briefly explain why your business is relevant to their interests. For example, if they’ve written about sustainable beauty, you could introduce your vegan skincare brand and mention how your product aligns with their coverage.
Keep it short and personal. Journalists receive countless pitches, so make sure your message is concise and clearly highlights how your business fits with their focus. Avoid generic pitches—show that you’ve done your homework and are genuinely interested in their work.
Example to Help You Get Started
Imagine you run a local café that focuses on sustainability. You’ve found a journalist who regularly writes about eco-friendly businesses and has shared an article on X (Twitter) about the rise of zero-waste cafes. You’ve been engaging with their content for a few weeks by liking and commenting on their posts.
When you’re ready to reach out, you might send a message like this:
“Hi [Journalist's Name], I really enjoyed your recent article on the growing trend of zero-waste cafes. As the owner of [Your Café Name], a local café in [Your City] that’s committed to sustainability, I’d love to share our story with you. We’ve been using completely compostable packaging and running a zero-food-waste initiative for the past year, and I think it could be a great fit for your upcoming coverage. Would you be interested in learning more?”
By taking the time to build relationships and personalise your approach, you’re much more likely to receive a positive response from journalists and bloggers. This method allows you to introduce your business in a meaningful way, increasing the chances of gaining media coverage that helps grow your customer base.
Step 9: Explore Niche Bloggers Who Speak to Your Audience
Niche bloggers can be incredibly influential in helping your small business reach the right customers. These bloggers often have loyal, engaged audiences that trust their recommendations. By finding bloggers who specialise in your product or service area, you can target a specific group of potential customers more effectively. This section will show you how to identify and approach niche bloggers in a way that makes a big impact without breaking the bank.
Find Bloggers Who Specialise in Your Product or Service Area
The first step is to locate bloggers who focus on your particular niche. These are individuals who write about products or services similar to what you offer, making them ideal partners to help promote your business.
Use Google to search for niche bloggers. For example, if you own a gluten-free bakery, search for terms like “gluten-free food blogger UK” or “UK gluten-free lifestyle blogs.” This will bring up a list of bloggers who focus on your specific product area.
Check blog directories. Websites like BlogLovin' or AllTop can help you find bloggers by category. Look for bloggers under specific industries such as beauty, food, fitness, or sustainability, depending on what your business offers.
Look for active blogs with engaged audiences. Once you find a few bloggers, review their posts to see how frequently they publish content and how engaged their audience is. Pay attention to comments, likes, and social shares on their posts, as this indicates their influence and reach.
Approach Them with a Personalised Message
Once you’ve identified niche bloggers who align with your business, the next step is to reach out to them with a personalised message. A well-crafted message that shows you’ve done your research can help you stand out and start a quality conversation.
Start by engaging with their content. Before sending a message, follow their blog or social media channels and engage with their posts. Leave thoughtful comments, share their articles, or like their posts. This helps build familiarity.
Send a personalised email or direct message. When you’re ready to reach out, avoid generic mass emails. Instead, write a personalised message that refers to specific blog posts or content they’ve shared. For example:
“Hi [Blogger’s Name], I’ve been following your blog for a while and really enjoyed your recent post on healthy gluten-free recipes. As the owner of [Your Bakery Name], I specialise in creating gluten-free desserts, and I’d love to share our story and products with your readers. Would you be open to collaborating?”
Show how your business aligns with their niche. Explain why your product or service is a good fit for their audience. Be clear about how your offering can provide value to their readers, and make it easy for them to understand how a collaboration would benefit both parties.
Example to Help You Get Started
Let’s say you run a small skincare business that focuses on all-natural ingredients. You find a UK-based beauty blogger who specialises in reviewing organic and natural products. After engaging with their content for a couple of weeks, you reach out with a message like this:
“Hi [Blogger’s Name], I’m a big fan of your blog, especially your recent review of natural skincare products. I run a small business called [Your Business Name], and we create 100% natural skincare solutions using locally sourced ingredients. I think your readers would love to hear about our products, and I’d love to send you a sample to try. Would you be interested in featuring us on your blog?”
By focusing on niche bloggers who speak directly to your target audience, you can tap into smaller, highly engaged communities that trust the blogger’s recommendations. This personalised approach is more likely to lead to meaningful coverage that helps your business grow and reach new customers.
Step 10: Evaluate and Adjust Your Media Outreach Strategy
Once you’ve begun reaching out to journalists and bloggers, it’s essential to evaluate how effective your efforts are. Tracking the responses you receive and the media coverage you gain will help you understand which contacts are driving the most value for your business. This step will guide you through the process of measuring success and refining your media list to focus on the journalists and bloggers who are helping you grow your customer base.
Track Responses and Media Coverage
After you’ve made contact with journalists and bloggers, it’s important to keep track of their responses and any coverage your business receives. This will help you understand what’s working and where you may need to adjust your approach.
Create a simple tracking system. This can be a spreadsheet or even a notes document where you log each interaction with media contacts. Include columns for:
Journalist/Blogger name
Date of contact
Response received (if any)
Coverage published (if any)
Resulting customer engagement (such as website traffic, social media mentions, or sales)
Monitor the impact of coverage. When your business gets mentioned in a blog post or news article, track how it affects your business. Did you see a spike in website traffic? Did new customers mention they found you through the article? Keeping a record of these details helps you measure the value of the coverage.
Assess engagement on social media. If a journalist or blogger shares your story on social media, track the engagement it generates. Likes, comments, and shares can all provide insight into how well your message is resonating with your target audience.
Refine Your Media List Based on Results
As you start to see which journalists and bloggers are helping drive customer growth, you can refine your media list to focus on those who are having the most impact. This helps you concentrate your outreach efforts on the most valuable contacts.
Prioritise contacts that bring results. Review your list and identify which journalists or bloggers have published content about your business and how effective that coverage was. Move these high-performing contacts to the top of your media list for future outreach.
Remove or deprioritise contacts that don’t respond. If certain journalists haven’t engaged with your emails or pitches after several attempts, consider moving them lower on your priority list. It’s important to focus on those who are genuinely interested in your business.
Look for new opportunities. As your business grows, continue to research new journalists and bloggers to add to your list. Industries and media landscapes change, so staying updated ensures you don’t miss potential opportunities.
Example to Help You Get Started
If you run a local fitness studio and a health blogger writes a glowing review of your services, you might notice a spike in website traffic and new class bookings. Track this impact in your spreadsheet, noting the blogger’s name and the engagement their post generated. If another journalist hasn’t responded to your last two emails, move them down your priority list to focus on the contacts that are actively driving customer growth.
By regularly evaluating your media outreach efforts and adjusting your strategy, you’ll ensure your time and resources are spent effectively. This approach will help you build strong relationships with the right journalists and bloggers, leading to more media coverage and, ultimately, more customers for your business.
Wrapping Up: Building Lasting Media Connections for Business Growth
By following the steps in this guide, you’ve now laid the groundwork for building strong media connections that can have a lasting impact on your small business. Finding and engaging with the right journalists and bloggers allows you to share your story with the audiences that matter most. It doesn’t require a big budget, just the right strategy and effort. As you continue to build these relationships, your business will gain visibility and credibility, both of which are essential for attracting new customers.
The key is to remember that media outreach isn’t a one-time task but an ongoing process. As your business grows, so will the opportunities to connect with journalists who cover your industry or local area. Stay proactive, keep refining your media list, and personalise your approach with each contact. Over time, you’ll develop a network of media professionals who are genuinely interested in your business and who can help you reach more potential customers.
With the right journalists and bloggers on your side, the possibilities for growth are significant. Keep building these relationships, stay patient, and focus on consistency. Your small business may start receiving coverage that could transform your customer base and brand recognition. By taking these steps, you’re positioning yourself for long-term success, with a media presence that will continue to bring in new customers well into the future.
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