Let me make one thing clear right off the bat: Media partners are not the media. They can be, but are not exclusively. There is a greater network of publications, associations, groups, LinkedIn members, etc., who also have a vested interest in the topic you’re writing on.
If I conduct an interview or create an infographic that has value, why shouldn’t it be of value to others, too? I’ve identified my media partners before I even create the content because there’s really no point in content if it isn’t being seen.
It’s a no-brainer that external partnerships with media partners are integral to promotion. What’s more is that the result could be that you’re PUBLISHED!!! Or, you go viral.
1. Email individually. You can bcc, but I prefer to send people the same email individually because I am personally very good at sniffing out mass emails when they hit my inbox: and then I straight up ignore them. There are usually no more than 20 media partners per topic, so if you copy and paste the same message into separate emails it doesn’t take too long. I just sent this same message to 9 media partners in 7 minutes. Easy.
2. Make the subject line clear. I use the subject line and the first sentence to state immediately that this is content that I am giving them. Again, to abate the spam issue, I want them to know right away that this will benefit them, then I go into how.
3. Conversational. That goes without saying – I’m a human, they’re a human. I’m just a human who has created content that I am proud of and I would like another human to post it to their website and social media. This usually works out because most media partners are looking for free content whenever they can get their greasy fingers on it.
4. Find the media partners. Search out the appropriate media partner companies first and then go to their website to find the appropriate contact. The job titles are usually editorial/pr/communications/media related.
Follow-up. No deaf ears accepted. I plan to follow up with those who haven’t responded within the next week. I will not be ignored.