Building a List of Media to Cover Your Fundraising Campaign
One of the most important steps in launching a crowdfunding campaign is to compile a list of all possible media outlets that might potentially write up or broadcast a news story on your crowdfunding profile and the list of product/services perks that are being offered to potential donors/investors.
In today’s world of unlimited blogs, social media services, radio/TV stations, newspapers, magazines, business journals, trade publications and newsletter media outlets, sometimes it is hard to see the forest through all of the trees.
So how does a crowdfunding campaign manager decide which media outlets would be the most appropriate to pitch a news story to get an article written up on their crowdfunding campaign?
The best answer to this question really depends on another question, “Who is your target audience?” The right way to select media outlets is based on the number of reader/viewers that each outlet has of their correct target audience that have the right purchase decision power and authority to buy your product or service.
This is known as “audience composition.” The only way to determine what type of readers/viewers a media outlet has is to read through their media kits and analyze their audit statements or gross rating points (GRPs) reports that provide detailed numbers on who you will reach through their advertising medium.
Crowdfunding campaign managers can either use Google to find these media outlets and the do all the work to analyze their media kits to determine which ones offer the highest composition of their target audience, or they can hire Front Page PR to do it for them. This is a very time consuming process, but it is worth the time and effort. Generating a news story in a trade publication that contains 85% of the correct target audience will be much more effective than receiving an article in the local newspapers with a much high circulation, but only 5% of the correct target audience.
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