MediaOutreach: Media Contacts Comprehensive Guide

MediaOutreach: Media Contacts Comprehensive Guide Media Contacts is one of two applications available in the MediaOutreach module of the BurrellesLuce WorkFlow suite of services. It is designed to help

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MediaOutreach: Media Contacts Comprehensive Guide Media Contacts is one of two applications available in the MediaOutreach module of the BurrellesLuce WorkFlow suite of services. It is designed to help you plan basic media outreach, create and distribute press releases to traditional online and print journalists, build media lists, and track those activities over time. Section 5 Media Contacts : The Basics Media Contacts includes tools for media campaign Planning, creating Press Releases, building Media Lists, completing Distributions, and Reporting on your campaign results. Section 5.1 Media Outreach Account Information You can manage certain Media Outreach-specific information for your individual username and password under the Settings link on the left sidebar when you are working in the Media Outreach module. You can update your personal information and your password, upload logos to use in your press releases and reports, and manage opt-out requests from individual journalists who have requested that you remove them from your distribution lists. To Begin: 1. Select MediaOutreach on the top navigation bar. 2. Select the Settings link from the left sidebar. Section Confirm or Update Contact Information The name and address that you store here has an important function in the press releases you build and send. The contact information that is stored in the Account Information section of the application will appear by default in every release you build using the basic Press Release option. The name that appears in the Account Information section will also appear in the From line of the s that deliver your press releases. You may update the contact information for an individual press release at the time you create the release, but the From line of the that delivers the release will change only if you update it in the Account Information section. Note: You must have an address to use the Outreach module. 33


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The address that is stored in the Account Information section is the to which direct responses from journalists will be directed when the journalist clicks on Reply in his client. You may update the in the contact information that appears in the body of your release, but direct responses from journalists will be directed to the stored in the Account Information section. Section Create a Logo Library To brand your press releases and your reports with your logo or your client s logo, you need to add that logo to your account. Once you have uploaded a logo to your account, it is saved and ready to use in all of your future press releases and reports. Power Tip: Logos that you upload when working in the Media Content, imonitor and/or Reporting modules of WorkFlow will also be available in the Media Outreach module of WorkFlow, and vice versa. Section Managing Opt-Outs As you begin to distribute press releases through the application, you may receive a call or an from a journalist requesting to be removed from your media list(s). You may go to your saved lists, and manually remove or replace the journalist on each list on which he or she appears. However, this will not prevent the journalist from being selected for a new list or from reappearing in your list if you rerun your search to refresh your list. To ensure that journalists who have opted-out of your releases do not receive any further s from you, use the Opt-Out feature of the application. When you enter an address here, the application will block any further distributions to that , even if you select a distribution list that contains that journalist s name. You may remove a journalist s from this list at any time if you have confirmed with the journalist that they are willing to receive press releases from you. To Begin: 1. Select the Media Outreach module on the top navigation bar. 2. Select the Settings link from the left hand sidebar. 3. Click on Manage Opt-Outs To Add a Journalist to your Opt-Out List 1. Click on Add an Opt-Out 2. Enter the journalist s address into the text field. 3. Enter multiple opt-outs, one-per-line. Power Tip: Enter one address per line. Do not enter the journalist s name or media site name. 4. Click on Add to save your Opt-Outs. To Remove a Journalist from your Opt-Out List 1. Click on the recycling bin icon to un-block an address. 34


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Section 5.2 Planning The application includes two Planning tools, accessed in the left sidebar, to help you research and plan your media campaigns: Editorial Calendars and Media Research. Editorial Calendars Search the published editorial calendars of consumer and trade magazines to discover opportunities for story placement. Media Research Search for individual journalists or media outlets by name or search by keyword for recent bylined news articles to identify journalists who are writing about that topic today. Section Planning: Editorial Calendars The Editorial Calendar feature can help you find opportunities for story placements in magazines that are outside of your usual distribution lists. There are three ways to search the database: keyword or phrase, publication name, or publication vertical. Once you have found editorial calendar opportunities that are useful to you, you may save the list of magazines as a media list and use it in a distribution project. To Begin: 1. From the Media Outreach tab, click Media Contacts in the left sidebar. 2. Select Planning. 3. Click on Editorial Calendars. Search Using a Keyword or Phrase 1. Enter your keyword or phrase in the text box. 2. Set a month and year date range for the Publication Date, Editorial Deadline or Advertising Deadline (optional) of the magazines in your search. 3. Click on Search. 4. Click on the New link on the top left of your search results to enter new criteria. Or click on the Modify link to change your search terms, if needed. 5. Click on Save as List to create a media list from your search results. Search for the Editorial Calendar of a Specific Publication In addition to searching by keyword or phrase, you may wish to refine your search further by searching for a specific publication. Or you may wish to search for a specific publication, without a specific keyword. 1. Click on Add to the right of the publication(s) option. 2. Enter in the name of the publication in the text box. 3. Click on Search. 4. When your results display, click in the check box to the left of the publication title(s) you are searching for. 5. Click on Save. You will be returned to the search page, and your selected titles will display as a preliminary list. 35


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6. To add additional publications to your search, repeat steps 1 thru Define Your Results: When you have completed your list of publications, you can define the results that you want to see from that group of magazines. a. Set a month and year date range for the Publication Date, Editorial Deadline or Advertising Deadline (optional) of the magazines in your search. b. Enter a keyword or phrase to define the specific editorial opportunities you want to identify in your list of magazines. 8. Click on Search to create your list of the Editorial Calendar opportunities for the magazines you selected. 9. Click on the New link on the top left of you search results to enter new criteria. Or click on the Modify link to change your search terms, if needed. 10. Click on Save as List to create a media list from your search results. Search for Editorial Calendars by Publication Topic or Vertical In addition to searching by keyword or phrase and/or publication, you may also search or filter your results by Publication Topic or Vertical. 1. Click on Add to the right of publication topic(s). 2. Make your selection(s) by clicking in the check box to the left of the publication topic(s). 3. Scroll to the bottom of the pop-up window and click on Save. 4. Set a month and year date range for the Publication Date, Editorial Deadline or Advertising Deadline (optional) of the magazines in your search. 5. Click on Search. 6. Click on the New link on the top left of you search results to enter new criteria. Or click on the Modify link to change your search terms. 7. Click on Save as List to create a media list from your search. Power Tip: For best results, enter only the keywords of the magazine title you are searching for, rather than the full title. The database will return all titles that contain that keyword. Do not add the word magazine to the end of your search terms. Only the magazines for which an editorial calendar is available will be returned to your search. If your search does not return the magazine(s) you need, please contact the Help Desk with a research request to add that magazine s editorial calendar to the database. Working With Your Editorial Calendar Search Results Your Editorial Calendar Results are displayed on two tabs. The first tab displays the total number of individual editorial calendar opportunities. The second tab displays the individual outlets in which an editorial calendar opportunity was found. Editorial Calendar Listings Tab Displays the publication name with the opportunity listed below it, the city and state where the magazine is published, and the publication date and editorial deadline for the issue of the magazine that includes that placement opportunity. Editorial Calendar Publications Tab The Publications tab lists all the publications that have opportunities for your search criteria. This tab displays the publication name, publication city and state, and the number of placement opportunities in each publication that match your search criteria. To view contact details along with the entire editorial calendar for a particular outlet 1. Click on the publication s name on either tab. 36


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2. To return to your search results, scroll to the bottom of the screen and click on Back to Results. Create a media list from your editorial calendar results 1. Click on the Save as List link at the top left of your search results. 2. Enter in a name for your list in the labeled text box. 3. Enter a List Description (optional). 4. Click to highlight and select your preferred Beat for the journalists on your list (required). (Note: The default beat is set to General). 5. Click to highlight and select your preferred Role for the journalists on your list (optional). 6. Preview your list, and click on Next. 7. Click on a folder in the drop-down list to select it or create a new folder in which to save your list. 8. Click on Save. Section Planning: Media Research Media Research allows you to find the journalists and outlets that meet your media outreach needs. To Begin: 1. From the Outreach Tab, select Media Contacts in the left side bar. 2. Click on Planning. 3. Click on Media Research. Research a Journalist 1. Choose U.S. or Canada by clicking in the radio button to the left of a country flag. 2. Click in the radio button to the left of Journalists. a. Enter the journalist s name in the Search Terms text box. (Try searching by just the journalist s last name.) b. Click on Search. c. When your search results display, click on the journalist s name to view additional details about that journalist. 3. Note the beat which the database has associated with that journalist. This is their general or specific area of interest. Research a Media Outlet 1. Choose U.S. or Canada by clicking in the radio button to the left of a country flag. 2. Click in the radio button to the left of Media Outlet. a. Enter the media outlet s name in the Search Terms text box. (Try searching by part of the outlet s name.) b. Click on Search. c. When your search results display, click on the media outlet s name to view additional details about that outlet. 3. Note the beats of the journalists who are listed at the media outlet. These beat designations are important in the list-building process to locate contacts with similar interests at varied media outlets. 37


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Section 5.3 Releases: The Basics Media Contacts offers a variety of basic release options to fit your distribution needs. The Releases section of Media Contacts includes four options: Press Release. The Press Release option provides a template that guides you through creating an APstandard press release that may include a logo, information for one or two contacts at your company, organization, or agency, a formatted press release, one or more images, and one or more supporting documents. PressKit. The PressKit option guides you through a series of steps to create a fully-branded, custom, multi-media Electronic Press Kit (EPK) that delivers a full-feature press release with impact, without requiring large attachments to an . An additional charge applies for distribution of your PressKit, and each PressKit distribution includes two Tracking Reports. Templates. Media Contacts includes four basic, fill-in-the-blank templates to make reaching the media easy and convenient: Letter to the Editor, Media Alert, Photo Opportunity and Pitch Letter. Drafts. You may build and save an unlimited number of press releases, and you may edit a saved press release at any time prior to distribution in the Drafts section of Press Releases. Once you have distributed your release, it will move to the Reporting Distribution Reports section of the application as part of your Press Release archive. Here, you can view the release, but not edit it. Power Tip: It is not possible to use the same release for more than one distribution project. If you need to use the same release for more than one distribution project, you may create multiple copies of the same release in your account. Section Create a Release To Begin: 1. Click on Media Outreach. 2. Click on Media Contacts. 3. Click on Releases. 4. Click on Press Release Press Release Basics 1. Type or Copy and Paste your release headline into the Headline text box (required). And select the Main Topic of your release (optional). Then click Next. (Note: The maximum character count for a Headline, including punctuation and spaces, is 200 characters. Avoid using all caps for your headline, as many spam filters will block this as screaming text. Release Content 1. Click on the arrow on the right of the Logo box to select one of the logos that you have saved to your account. (Optional). 38


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Power Tip: If you have not saved your logo in advance, complete your release and save it without the logo. Then, go to Account Information to upload your logo. Return to the Press Releases/Drafts section and navigate to your saved release. Click on Edit icon and add the saved log to your release. Resave your release with the logo. 2. The default entry in the Attention Line is For Immediate Release, but you may revise to Media Alert or Commentary, for example. You can also remove the Attention Line completely. 3. By default, the Contact Information that displays for each press release using the Create a Release template is based on the information stored in the Account Information section of the Media Contacts application. The From line of the that delivers your press release will also contain the name that is stored in the Account Information section of the application. a. You may update the contact information that appears on an individual release at this step in the Create a Release process, but the From line of the that delivers your press release will still reflect the name that is stored in the Account Information section of the application. b. You may choose to update the contact information in the Account Information section of the application to make it generic, using the name of your organization, company or agency in place of an individual s name. c. If a journalist who receives your release clicks on the Reply button, the response will be directed to the address that is stored in the Account Information section of the application, even if you enter a different address in the Contact Information at this step. 4. Add a second contact person s information (optional) by clicking on the + sign and completing the form. 5. Use the calendar control to select or type in a different date. The City and State fields of the date line are editable as well. 6. Enter a Sub-Headline for your release (optional). Note: the maximum character count (including punctuation and spaces for a Sub-headline is 500 characters. 7. Copy and paste the body of your press release into the Body text box. Your body copy should be text only. Do not add photos, logos, charts, graphs, or text boxes as part of your body copy. 8. Use the editing Tool Bar to format your text and add hyperlinks to address and web sites in your copy, etc. Power Tip: If your releases require additional specialized formatting that is not available through the editing Tool Bar, please contact client service to inquire about Custom Press Release Templates. 9. You may include a link to images and/or PDF documents with your release. (Note: to maximize the delivery rate of your release, the collateral you include with your release is never sent as an attachment. Instead, it will be hosted on our servers to be accessed through a link included in your press release. Journalists will be prompted to enter a unique access code to view and/or download your collateral.) a. Click on the Add Files link. b. Browse to the file on your computer and double click it to select it. The file name and path will appear in the text box. c. Enter a Caption for your file (required). d. Click on Next. e. The application will display a thumbnail view of an image file, and an Adobe logo for a PDF file. 39


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Power Tip: If you wish to include a chart or graph with your distribution, turn your Word document into a PDF document and add it as collateral with your distribution. f. To replace an image or PDF document prior to saving your release, click on Change. (Note: You will have an opportunity to remove or add files after you have saved your release, too.) g. To add more images or PDF documents, click on Add More. h. If you are finished adding documents and images, click on Done. 10. Click on Next. Power Tip: If the application displays a red x in a box, your image file did not upload successfully. Check the file type and file size. Your files should be less than 8MB, and should be a JPEG, GIF, or PNG format. Preview Release 1. On this screen, you can preview your release prior to saving it. a. To Edit your release, click on Back. b. To Save your release, click on Next. Finish 1. Your Press Release has now been saved into your account and assigned a unique Release ID number. a. If you have questions about your release, please refer to this Release ID number when you contact the Help Desk. b. To send your Press Release, click on the Create a Distribution link and follow the instructions in the Distribution section of the User Guide. c. To view, edit or delete your Press Release, click on the View Your Release Drafts link on the Finish page or on the Drafts link in the left hand navigation pane. Section Creating a PressKit PressKits are multi-media, interactive media releases that allow you to brand your release with color as well as with a logo. Press kits can include: details for up to two Contact people. up to 5 high-resolution photos. up to 3 supporting documents (e.g., PDF, Excel, and/or Word documents) up to 3 hyperlinks outside of the release s body. a link to a video file. a link to an audio file. To Begin 1. From the Media Outreach tab, click on Media Contacts. 2. Click on Releases in the left sidebar. 3. Select PressKits. Creating a PressKit 1. Select the Columns template. 2. Enter a subject line for the that delivers your PressKit. 40


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3. Enter the name that will appear in the From field in the that delivers your PressKit. Then click on Next. PressKit Basics 1. The default Attention Line is For Immediate Release, but you may revise to Media Alert or Commentary, for example, or remove it entirely. 2. Click on the arrow on the right of the Logo box to select one of the logos that you have saved to your account. (Optional). 3. Type or Copy and Paste your PressKit headline into the Headline text box (required). (The maximum character count for a headline is 200 characters. Avoid using all caps, as spam filters may read this as screaming text. ) 4. Enter a Sub-Headline for your PressKit (optional). Note: the maximum character count, including punctuation and spaces, for a sub-headline is 500 characters. 5. Copy and paste the body of your press release into the Body text box. Your body copy should be text only. Do not add photos, logos, charts, graphs, or text boxes as part of your body copy. a. Use the editing Tool Bar to format your text and add hyperlinks to addresses and web sites in your copy, etc. 6. Click on Next. Power Tip: If you wish to include a chart or graph with your distribution, turn your Word document into a PDF and add it as an Information Link in your PressKit. Customize Your PressKit with Color 1. Select a Background Color for the Columns that will frame your release on the left and right hand side. It is advised that you choose a column color that complements or matches a color in your logo. a. Select a color for the Information Heading Text. (These headings group your contacts, web links, and information links on the left-hand column.) b. Select a color for Name and Caption text on the left-hand column. c. Select a color for and Web Link text on the left-hand column. 2. Click on Next to save your selections or to move to the next page without adding color to your PressKit. Power Tip: For Information Heading, Name and Caption, and and Web Link text, be sure to choose a color that CONTRASTS with the background color Contact Information 1. Enter the name and contact details for one or two individuals. 2. Click on Next to save your information or to move to the next page without adding Contacts. Information Links and Web Links 1. Select the Add Social Media Web Links checkbox to include web links in your release that will allow recipients of your PressKit to easily share it on social media sites like Facebook and MySpace. 2. Include as many as 3 supporting documents with your PressKit a. Click Browse to search your computer for the file(s) you want to include. b. Double-click on the file to select it. The file name and path will appear in the text box. c. Enter a caption for your file 3. Provide journalists with easy access to your website and/or related websites to learn more about your story. You may add up to 3 web links here. 41


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a. Enter the URL for the website, beginning with b. Enter a caption for each URL. c. Click on Next to save your Information and web links or to move to the next page without adding links to your PressKit. Images 1. Click Browse to search your computer for the image file(s) you want to include. 2. Double-click on the image file to select it. The file name and path will appear in the text box. 3. Enter a caption for your image file. 4. Click on Next to save your Images or to move to the next page without adding Images to your PressKit. Power Tip: A thumbnail of the first image you upload will be placed on the front page of your PressKit as a hotlink to another page containing all of the images you upload.. Video and Audio File Downloads 1. Select the appropriate option from the Video choices. (The default is I do not wish to add video ) a. Select I have finished video (up to 5 min.) that I would like to use if you have a video file hosted on your servers or on a hosting site like YouTube to which you would like to include a link. (There is no charge to include a link to a video file hosted on your server or another remote server.) i. Click on Next. ii. Select the appropriate option from the Add Finished Video page. iii. Click on Next to move to the next page without adding Video or Audio files to your PressKit. 2. Audio Articles: (The default is I do not wish to add audio ) a. Select I want to add audio to this release if you have an audio file hosted on your servers or on a hosting site like YouTube to which you would like to include a link. (There is no charge to include a link to an audio file hosted on your server or another remote server.) i. Click on Next ii. Select the appropriate option from the Add Finished Audio page. iii. Click on Next to move to the next page without adding Video or Audio files to your PressKit. Finish 1. Click on the link to Preview your completed PressKit. a. Close the Preview window by clicking on the red X in the upper right corner of the window when you re completed previewing. 2. Click on the Modify Your Release link to return to the first PressKit template page. a. Click through the pages to make updates to your PressKit, as needed. 3. When your PressKit is complete, click on the Save This Release link to save your PressKit. 4. To view, edit, or delete your PressKit, click on Press Release in the left-hand sidebar and click on the Drafts link. 42


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Section Press Release Templates Press Release Templates are designed to provide you with a quick and easy way to create a formatted, special-purpose press release. Press Release Template Basics 1. Select the Outreach Module 2. Select Media Contacts 3. Click on Releases Templates on the left sidebar 4. Select one of the following templates: a. The Letter to the Editor template allows you to create a document for distribution that is clearly an opinion piece. b. The Media Alert template allows you to send the straightforward facts about an upcoming event to the media. c. The Photo Opportunity template allows you to alert the media to a photo opportunity of interest. d. The Pitch Letter template allows you to complete a personalized mail merge distribution to a list of journalists. 5. Once you select the release template you would like to work with, continue working through the template builder making sure to fill in all fields. 6. When your template is complete, you will have an opportunity to view the merged document and then receive a prompt to save your release. 7. When you click Save, you release will be given a unique reference number 8. To view and edit your release prior to distribution, click on Drafts on the left sidebar navigation. Section Working with Draft Releases Note: If a release appears on the Drafts page, it has NOT yet been sent through the Distribution system. (When a release has been sent to a distribution list, the release moves to the Reporting, Distribution Reports section of the application and becomes part of your Press Release Archive.) Once you have created and saved a Press Release, a Press Release template or a PressKit, you may access it for viewing or editing or you may a pre-distribution draft to a client or colleague in the Drafts section under Media Outreach, Releases. The Drafts page will list your saved Press Releases chronologically by date of creation, with the newest release first. Sort your releases by Name of Release (Headline), Created By (Person who created release) or Release ID Number by clicking on the appropriate bold column heading. To Begin 1. From the Media Outreach tab, select Media Contacts in the left sidebar. 2. Click on Releases. 3. Click on Drafts. To Preview your Draft Press Release 1. Click on the headline of your release to view your release in Preview mode. 2. Click on the red X in the upper right hand corner of the pop-up window to close your preview. 43


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To Edit your Draft Press Release 1. Click on the edit icon to open your release in Edit mode. 2. The application will return you to the press release creation pages, with information prepopulated. Update or add to your press release information on the appropriate pages, and then click through until you see the message, Your Press Release has been saved. To your Draft Press Release: 1. Click on the envelope icon: 2. In the pop-up window, enter a. Your name (optional). (Note: if you complete this field, this name will appear with your address in the From field of the that delivers your Draft Press Release. If you do not complete this field, only your address will appear in the From field.) b. Your address. (Required) c. A subject line for the that will deliver your Draft Press Release to the recipients you name (optional). (Note: If you do not enter a Subject Line, the headline of your Draft Press Release will appear in the subject line of the that is delivered). d. One or more addresses of clients, colleagues, etc., to whom you want to send your Draft for review and/or approval (required). Enter only one address per line. e. A short note to the recipient(s) (optional). 3. When you receive a response to your draft, you may Edit your release, if necessary, following the instructions above. Deleting your draft 1. To delete your Draft Press Release, click on the recycling bin icon: (Note: Please be sure you wish to delete your Press Release Draft. A release cannot be retrieved once it has been deleted.) Sharing your draft with members of your team You can make your Draft Press Release available to other users on your account. When you Share your Draft, by moving it to the Company Drafts folder, the other users on your account may view, edit, delete, or distribute your release. 1. Click in the check box to the left of the release (s) you wish to share. 2. Select Company Drafts from the drop-down menu above. 3. Click on Move to move your Draft release into the Company Drafts folder. Power Tip: If another seat holder distributes a release saved in the Company folder, the contact information ( From and Reply To ) for that release will continue to be governed by the Account Information settings of the seat holder who originally created the release, regardless of which seat holder distributes the release. 44


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Section 5.4 Lists Media Contacts provides you with a variety of tools to build and work with basic media lists. You have two options for list building and three additional options for creating or selecting lists for distribution. Media Lists – The Basics Media List Building Options You may create and save an unlimited number of media and private lists, and you may edit your lists at any time. Lists created by using List Builder may be refreshed on demand to ensure that they contain the latest contact information from our database. Private Lists are available only to you and to other users on your account, if you choose to share them. They are never made available to any users outside of your account. 1. Quick Lists are lists that are built using a single search parameter (zip code, city and state, Congressional District, or individual journalist or media site name). These lists will select the media sites that conform to your search selection, and provide a general contact at each site. 2. List Builder allows you to drill down on the exact media type, journalist beat and role, geography, vertical, and more to define and create a highly-targeted media list. Private List Options 1. Private Lists allow you to create or upload a list of personal media or non-media contacts and to use those lists in your distributions. Access the Private List template and/or form on the Private List tab in Manage Lists. 2. Social Media Lists allow you to save and manage your personal social media contacts, and to distribute to them through the application. Access the Social Media List template and/or form on the Private List tab in Manage Lists. Research Requests If you know of a pitchable media contact or media outlet and are not able to find it in our database, please send an to the Help Desk with the subject line Database Update Request. You may only submit one research request at a time. Research requests containing multiple journalists may not be honored. Some examples of research requests include: Add a specific journalist: e.g., Please add Bob Jones, staff writer at the Seattle Times. Add a specific outlet: e.g., Please add Knitting Monthly Magazine. Research a specific beat, role, or title: e.g., Please find the travel editor at the Miami Herald. Add an Editorial Calendar: e.g., Please add the editorial calendar for San Diego Living Magazine. Please note: the following types of journalists are NOT currently stored in our database, and we can NOT therefore honor research requests for them: Non-Pitchable titles at media outlets such as Circulation Director, Advertising Director, Finance and other Business contacts Government Contacts Freelance Journalists You may build and maintain private lists for this type of contact and include them in your distributions if you choose to do so. 45


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Section Creating a Media List Using Quick Lists The QuickList media list option allows you to build a list or research a journalist or outlet with a single search parameter. To Begin: 1. From the Media Outreach tab, select Media Contacts in the left sidebar. 2. Click on Lists. 3. Click on QuickList. 4. Select a Country to search: United States or Canada To Create a QuickList 1. Select a QuickList search option by clicking on the radio button to the left of it. (Note: Search By Postal Code is the Default Search parameter for a Quick List. 2. Enter the required data (see details for each Search Option below). 3. De-select the media types that you do not want to include in your list. 4. Click on Submit to view the media sites selected. Power Tip: When searching by Postal Code, by City & State, or by Congressional District, you can only search for daily and weekly newspapers and for television and radio stations. Your search results will yield a list built around local news contacts at print outlets and broadcast outlets and will include the media sites within a ten-mile radius around the location you select. Search by Postal Code 1. Click on the radio button next to Postal Code. 2. Type in a five-digit zip code for United States searches or a properly-formatted postal code for Canadian searches. 3. De-select media types that you do not want to include in your list. Search by Location 1. Enter the name of the city 2. Select the state or province from the drop-down list. 3. De-select media types that you do not want to include in your list. Search by Congressional District This option is available for United States media searches only. 1. Select the number of the Congressional District. 2. Select the state in which the Congressional District is located from the drop down list. 3. De-select media types that you do not want to include in your list. Search by Journalist or Media Outlet While the previous search options are limited to daily and non-daily newspapers and radio and TV stations, the Journalist and Media Outlet search options will return records from any media type, including Magazines, Wire Services, or Broadcast Programs. 1. When you enter in your search terms, remember that less is more. Always enter in as little text as possible. 46


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2. QuickList uses an exact match search and not fuzzy logic. You will improve your search results by searching for the journalist s last name only, or the principal words in a media site name, rather than the full name of the site. Power Tip: If your initial search did not yield results, try to search another way. For example, if you are looking for Bob Smith at the New York Times and cannot find him, try searching for the New York Times and then review the journalists listed for the outlet. Select the journalist you want, and add the site record to your QuickList results. Do not include the word Magazine in the title when searching for magazines by name. Search on a partial name, focusing on the key or unique words in the title. Search Results 1. De-select media sites that you do not want to save to your list by un-checking the box to the left. Or click Start Over to begin a new list. 2. If you want to save the sites that QuickList has selected, click on Next to save your selected sites to a preliminary list. Adding More Contacts to your QuickList 1. You have another opportunity on the Review page to de-select media sites that you do not want to save to your list. 2. If you would like to add more media sites to your list, click on Search More. Select a QuickList search option, and enter the required data. a. If you select the Search More option, the application will return you to the QuickList home page (Step 1) and display a summary of the number of media sites, by media type, saved to your list so far. i. Click View to view your current list results. ii. Click Clear to start over. b. To continue building your list, select a QuickList option and enter or select the required information. c. Repeat Steps 1-3 on the QuickList screen until you have selected all the media sites you require for your QuickList. 3. Save: When you are finished building your QuickList, click Save to save your list. Power Tip: You may mix and match QuickList options to build your media list, but you must build your list incrementally, using one QuickList option at a time. Saving a Quick List 1. Name your list. 2. Select the folder where your list should be saved or click on the New Folder link to create a new folder for your list. 3. Click Save. Power Tip: If your initial search did not yield results, try to search another way. For example, if you are looking for Bob Smith at the New York Times and cannot find him, try searching for the New York Times and then review the journalists listed for the outlet. Select the journalist you want, and add the site record to your QuickList results. Do not include the word Magazine in the title when searching for magazines by name. Search on a partial name, focusing on the key or unique words in the title. 47


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Section Creating a Media List Using List Builder The List Builder media list option allows you to create a very targeted media list. Not only can you focus on a particular type of journalist, but you can also choose the type, vertical and/or geography of your media outlets. Power Tip: Focus on building smaller, more targeted lists that are easily managed and that you can combine with other lists for distributions. Each individual list you build is limited to 2,500 contacts. If you combine media types as your build your searches you may exceed this limit and will need to go back to modify your search criteria. To Begin: 1. From the Media Outreach, click on Media Contacts in the left sidebar. 2. Click on Lists. 3. Click on List Builder. Start 1. Select United States or Canada media for your list. 2. Give your list a name. (Note: Give your list a name that will readily identify the contacts in the list (e.g., type of journalist, media type, geography). Example Automotive Journalists Dailies New York City. 3. You may enter additional list details in List Description, to associate the list with a campaign or project, for example. 4. Choose the Return a list that contains ONLY option if you want a media list that is limited to only those outlets that have a contact with specific beat(s), which will be selected in the next step. If you want a larger list, choose the All media sites option. This will result in a media list with all of the outlets available in your selected region, but will contain open outlets. You will need to manually select contacts for distribution. Define Journalist Beats 1. From Parent Beats drop-down menu, select the appropriate category which best reflects the topic of your release. Then select one or more sub beats. Note: If you choose a sub beat such as A&E news, business news or educational news, you will receive the most results from that category. Power Tip: If you want to pull a blank list of publications without a beat-selected contact, choose a beat such as Sciences: Zoology. If there are no contacts in your selected media types that have a zoology beat, the list will return with only the name of the outlet. You will be able to click into the publication and manually select the contact you wish. You must select the Return a list with ALL media sites.. option as well. 2. You can also select to choose from all of the available Parent Beats and Sub Beats by clicking on the Beats from multiple parent beats option. This will present you with all of the options. You may select multiple beats from here. 3. Click Next to save your choices and move to the Media Types page. 48


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Defining Media Types 1. Click on one of the three tabs, Print, Broadcast or Online to select the category(ies) of media you want to include in your list. Note: Only Magazines and Newspaper contacts may be pulled together on a list. 2. Select the subset of that media type that you would like to see in your search results. a. Each media type provides you with choices that are specific to that media type. See below, Understanding Media Types and Search Criteria Details b. As you make your selections, your List Details will appear in the box on the upper right of the screen. You may remove search criteria by clicking on the Recycle icon next to it in this detail box. 3. When you have completed your selections, click Next to save your choices and move to the Locations page. Understanding Media Types and Search Criteria Details Print media types include Daily Newspapers, Non-Daily Newspapers, Magazines, and Daily Newspaper Sections. Click on the checkbox next to your selection to include a print media type in your search. 1. Daily Newspapers a. You may use Circulation in one of two ways to limit the daily newspapers returned to your search: 1. By Size: Select this radio button (it is the default choice) then click on the arrow to the right of the box to open a drop down list of circulation Ranges. Select a circulation range by clicking on it. 2. By Group: Click on the radio button next to the Top circulation group that you want to include in your results. b. You may limit your search results to Special Interest newspapers using the Category option. 1. Click on the arrow to the right of the box to open a pick list of audience categories. 2. Click on a category to select it. To select multiple categories, hold down the Ctrl or Apple key on your keyboard as you click on your selections. c. Check the Include Daily Newspaper Bureaus box to include bureaus of Daily Newspapers that meet the geographical restrictions of your search even if the related Daily Newspaper itself is outside of your search area. (For example, you can search for Daily Newspapers in California, and include the Los Angeles Bureau of the New York Times in your search results.) Power Tip: If you choose All for your Category, your list will include both general interest and special interest newspapers. If you choose General for your Category (this is the default choice), your list will exclude all special interest newspapers and include only general interest newspapers. 2. Non-Daily Newspapers a. You may use Circulation in one of two ways to limit the daily newspapers returned to your search: 1. By Size: Select this radio button (it is the default choice) then click on the arrow to the right of the box to open a drop down list of circulation Ranges. Select a circulation range by clicking on it. 2. By Group: Click on the radio button next to the Top circulation group that you want to include in your results. b. You may limit your search results to Special Interest newspapers using the Category option. 1. Click on the arrow to the right of the box to open a pick list of audience categories. 49


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2. Click on a category to select it. To select multiple categories, hold down the Ctrl or Apple key on your keyboard as you click on your selections. 3. Magazines a. Select the Coverage area for the magazines you want to have returned to your list: only National, only Regional, or both National and Regional magazines. b. You may use Circulation in one of two ways to limit the daily newspapers returned to your search: 1. By Size: Select this radio button (it is the default choice) then click on the arrow to the right of the box to open a drop down list of circulation Ranges. Select a circulation range by clicking on it. 2. By Group: Click on the radio button next to the Top circulation group that you want to include in your results. c. Select the Publication Type you want to have returned to your list: All Magazines, only Consumer Magazines, or only Trade Magazines d. You may limit your search results to special interest magazines using the Category option. 1. Click on the arrow to the right of the box to open a pick list of audience categories. 2. Click on a category to select it. To select multiple categories, hold down the Ctrl or Apple key on your keyboard as you click on your selections. e. Limit your search results by Editorial Focus to magazines that cover a specific topic or vertical. 1. Click on the arrow to the right of the box to open a pick list of magazine verticals and topics. 2. Click on a topic to select it. To select multiple topics, hold down the Ctrl or Apple key on your keyboard as you click on your selections. 4. Daily Newspaper Sections a. Choose a daily newspaper Circulation range for the papers you want to search for qualifying sections. b. Choose the topic(s) of the daily newspaper sections you want to include in your list by Editorial Focus. Broadcast types include Television/Cable Programs, Television/Cable Stations, Radio Programs, and Radio Stations. Click on the checkbox next to your selection to include a broadcast media type in your search. 1. Television/Cable Programs a. Select the coverage area for the television/cable programs you want to have returned to your list: only National, only Regional, or both National and Regional programs. b. Limit your search results to programs with a specific programming format, or leave the selection set at the default of All. c. Choose the topic(s) or Editorial Focus of the television/cable programs you want to include in your list. 2. Television/Cable Stations a. Limit your search results to the stations affiliated with one or more television or cable networks. 3. Radio Programs a. Select the coverage area for the radio programs you want to have returned to your list: only National, only Regional, or both National and Regional programs. b. Limit your search results to programs with a specific programming format, or leave the selection set at the default of All. c. Choose the topic(s) or Editorial Focus of the radio programs you want to include in your list. 4. Radio Stations a. Limit your search results to stations that fall in a selected power Wattage range. b. Limit your search results to stations with one or more specific music formats. 50


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c. Limit your search results to the stations affiliated with one or more radio networks. Online 1. Online Sites a. Limit your search results to online sites that focus on one or more topics or Editorial Focus. 2. Online Affiliates Daily Newspapers a. Search for the online sites of daily newspapers using the circulation of the related print version of the newspaper by Size or by Group. b. Search for online sites of daily newspapers based on the special interest category of the related newspaper using the Category option. 3. Online Affiliates Non-Daily Newspapers a. Search for the online sites of daily newspapers using the circulation of the related print version of the newspaper by Size or by Group. b. Search for online sites of daily newspapers based on the special interest category of the related newspaper using the Category option. 4. Online Affiliates Magazines a. Search for the online sites of magazines using the circulation value of the related print version of the magazine by Size or by Group. b. Search for online sites of magazines based on the Editorial Focus of the related print version of the magazine using this option. Power Tip: It is not possible to combine Online Media or Online Affiliates with either Print or Broadcast Media in a single search. Create a separate search for Online Media and Online Affiliates. Define Geographical Search Area In this step, you may define a geographical area search area for your media list. There are three options that you can use individually or in combination: Map, Radius Search, or DMA. When you have made your selections, click Search to create your list. Power Tip: To create a National media list, skip this step and simply click on Search at the lower right corner of the page to create your media list. Map Use the Map option to limit your search results to media outlets located in one or more region, subregion, state, county or city. 1. Region: Click on the region, then Select Entire Region by clicking on the Add to Search spyglass icon on the right of the pop-up window. 2. Sub-Region: Click on Region, then on one of the sub-regions within the Region. To Select Entire Sub-Region, click on the Add to Search spyglass icon on the right of the pop-up window. 3. State: Click on Region, then Sub-Region. Click on one of the States in that Sub-Region. To search for media in the entire state, click on the Select Entire State checkbox at the top of the pop-up window, then click on the Add to Search spyglass icon on the right of the pop-up window. 4. City and/or County: Click on Region, then Sub-Region, then State. Then, click on a city name and/or a county name to highlight it. To select more than one city and/or county, hold down the Ctrl or Apple key on your keyboard as you make your selections. Then, click on the Add to Search spyglass icon on the right of the pop-up window. 51


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5. Continue to select regions, sub-regions, states, counties, and/or cities until your search is complete. Radius Search Use the Radius Search to limit your search results to media outlets located within a specified radius of miles around a city and state or a zip code. 1. City and State: Enter the name of the city, and select the state or province from the drop down list. Select a search Radius around that city and state from the Radius drop down list. Click on the Add to Criteria spyglass icon to add this filter to your search. 2. Zip Code: Enter a 5-digit U.S. zip code or properly-formatted Canadian postal code. Select a search Radius around that zip or postal code from the Radius drop down list. Click on the Add to Criteria spyglass icon to add this filter to your search. DMA Use the DMA (Designated Market Area) option to find outlets located in specific markets throughout the U.S. 1. Click on a DMA to select it. Note: The DMA pick list is sorted alphabetically by DMA name. Click on the Rank button to re-sort the list by DMA. 2. To select more than one DMA, hold down the Ctrl or Apple key on your keyboard as you make your selections. 3. Click on the Add to Criteria spyglass icon to add this filter to your search. Previewing Your List Builder Search Results In this step, you may review your preliminary search results prior to saving your list Search Results 1. Click on the User Guide Media Types at the upper left of the page. To view a Key of Media types. 2. List Description. Click on the List Description link under your list name to see the data you entered in Step Number of Outlets. The total number of media outlets that were returned to your search appears at the top of your list. 4. List Search Details: Review your search criteria in the List Details box in the upper right corner of the search screen. a. Click on the + sign in each section of the List Detail box to expand the box and view the criteria you selected for that section. b. Click on Back to return to a previous page to change your choices. c. Click on the recycle icon next to a criterion to remove it from your search. Power Tip: To modify your selections on a previous page, click on the Back button at the lower left hand corner of the page. Do not use the Back button in your browser. 5. List Preview. When you have completed selecting and modifying your search criteria, preview your list to make certain that it contains the media sites and journalists you were searching for. Click on the bold header at the top of your list to sort by Record Update Indicator, (Media) Type, Outlet Name, Journalist Name, Journalist Title, City, State or Province, Phone, or Circulation or Wattage. 6. Save Your List. If you are satisfied with your list results, click on Next. 52

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