6 Steps to Building a Successful Media List

1. Keep up with local and industry specific news

In this new digital age, we are continuously bombarded with news, both from traditional outlets and from our friends’ updates. Sometimes I’ll see “breaking news” on Facebook faster than I do anywhere else. You want to stay up-to-date with your news outlets and industry specific publications. Subscribing to your favorite outlets using a reader allows you to reach up on your own time, with targeted interests. Google Reader is a free, easy to use option.

2. Stay updated with Google Alerts

Speaking of Google, you should also take advantage of Google Alerts. This free service will search for keywords you choose and deliver them right to your inbox or reader. Utilize search-friendly punctuation to really target your results. For example, if you use quotations for your keywords, Google will search for the phrase specifically. “Austin Hispanic Chamber” will yield results that use all three words together, so you don’t end up with articles about a guy named Austin, who dressed up like the X-Men character, Chamber, for Halloween. I suggest not only using alerts for your company name, but use them for keywords, initiatives, or even regional searches.

3. Keep an Excel spreadsheet, and maintain detailed notes on publications & journalists

Keeping a detailed Excel spreadsheet will keep you sane. I make notes about everything. If a reporter covers a story, there’s a note. If a publication writes about a competitor, there’s a note. If a blogger told me when her dog’s birthday is, I add it to my calendar. You never know when these tidbits of information will help you. If I’m pitching a reporter that I know loves a certain sports team, and they just won a game, I’ll mention it. You may want to avoid using this example for UT – almost everyone’s a fan and it won’t help you stand out! I also keep detailed notes on what reporters DON’T want to be pitched, or if they never respond to me. Some don’t like phone calls, where others are happy to get last minute news. Write it all down, it won’t hurt.

4. Add different types of media, make use of tabs and structures

Don’t just focus on print or TV. You want to capture a big audience, so spread your net. Using the tabs in your excel document, you can categorize by media type (print, radio, TV), or categorize by region or by industry. I have an Austin tab, as well as a Hispanic-focus tab, Williamson County tab, CEO tab, etc. Use your judgment. Categorizing can really help once your list starts to flourish.

5. Social media is where everyone’s hanging out now, and you should too

Stay up to date with media outlets and journalists on Twitter, Facebook, Google+, etc. I love using Twitter for staying updated because of their list feature. I have a list of just media folks that I track most often, so they stand out from all the other “noise.” This can be especially helpful if you are being much more targeted in your media list building.

6. Don’t just create it and walk away. Nurture it, update as you go

Once you have your list, I guarantee it will change. Journalists leave, industries change, and new media outlets are added. Make sure you continue keeping your eyes open, and always stay up to date of what’s going on in your city and industry.

photo: source

Kids, Kiwis & Canines!

I'm very excited about this placement Party Animals received in the July issue of Kiwi Magazine.

If you're ever needing some pet party planners, or even some ideas, check out Party Animals!

Advertising is Selling the Milk, PR is Promoting the Cow

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To anyone not in this industry, there can be a lot of confusion between public relations, advertising and marketing. My professor in college gave us this catchy little tagline to quickly clarify the difference: "Advertising is selling the milk, PR is promoting the cow."

This saying quickly became a favorite and I included it on all the PRSSA materials when I held my presidency, and it helped a lot of students understand the very basic nature of PR.

Now with social media (wow - is this dating me?!) where does that fall in this tagline?

I would propose to say "Social media is talking about the milk, the cow and the farm" - and it's a whole lot of fun!

What do you think? How do you use social media for business?

We're celebrating Jack the Pug's Birthday, Doggy Style!

Media Contact:

Lisa Rodriguez, Party Animals

lisa@partyanimalsatx.com

@PartyAnimalsATX on Twitter

Birthday Parties Are Going To The Dogs

Jack the Pug’s Birthday Shindig at metrodog and he’s invited everyone

Austin, Texas – Dog owners and party goers are in for a real treat on March 26th. Jack

Adkins-Stowell is celebrating his fourth birthday, doggy style.

Party Animals will be hosting the event on Saturday, March 26th, 2011 at metrodog. An all day affair with specials and a rescue group, the party itself will run from 7pm-9pm.

The Pug Rescue of Austin will be at the event, and because it is Jack’s favorite organization he’s donating a portion of the proceeds from the party to this rescue group.

There will be pup-cake and doggy gift bags provided by It’s Pawsitively Irresistible,

Peticures from Midtown Groom and Board, Jack-a-Ritas by Treaty Oak Rum and a photo booth by Monika Kelley Photography. 

“Jack’s birthday is this month and of course he wanted to have a huge birthday bash at his store with his sister Sophie,” said Alex Stowell, co-owner of metrodog and Jack’s human. “Party Animals has been so kind to work with Jack on everything he wants and more!”

About Party Animals

Party Animals is a full service pet party planning company based in Austin, TX. Experts in the pet community, they put together fantastic events that has everyone barking about for months.  For more information, visit www.partyanimalsatx.com or join the pawty on www.facebook.com/partyanimalsatx

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To request images, a fact sheet or to receive any additional information, please email bark@partyanimalsatx.com.

4 Things Holli Holliday Taught Us About PR on Glee!

First I want to say I don't have cable, so it's takes me a while to catch up on television. Yesterday, I saw the November 2010 Glee episode with Gweneth Paltrow and it inspired me to write about the correlation of Holli Holliday and Public Relations.

Here's how I break it down:

• Holli Holliday is the "cure for the common class," and she represents the Public Relations agency.
• Mr. Schuester represents the company or brand - "I'm the teacher - it's my job to know more than they do."
• Glee club represents the consumer

1. Mr. Schuester is stuck in his old songs (old ways) and when the students bring up a new, fun song he says things like "I found another Journey song we haven't done yet!" - This represents your ideas, and how your ideas may have been incredible in the beginning (the pilot episode ROCKED the Journey songs), however sometimes you need to keep an open mind to what's new and fresh. 
2. Buttering the floor - Your PR agency knows what is out there, who your competitors are and why you shine through. They take the horse blinders off and see the big picture. So while you may be slipping and sliding, and potentially falling on your bum on a buttered floor, your PR agency is gracefully sliding through. 
3. Ms. Holliday listens to her students, your PR agency will listen to you. She told Mr. Schu, "You don't know what they care about the most: themselves. They change their mood, they change their facebook status." You have to listen to your consumers - don't just make your brand about you, make it about them, and then they won't stop talking about you.
4. While the students love Mr. Schu, they also loved what Ms. Holliday brought to them - something different and innovative. In the end, Holli Holliday and Mr. Shu put their ideas together and made a big splash finale - and everyone was Singing In The Rain!