one’s denying that, but to know that over ten times more people visit their site in a month than buy the magazine is significant. I’m not saying that online is more valuable necessarily, but it is a very valuable tool in terms of potentially relevant readers.
NJ: How do you find out how to reach a prospective audience? AP: In the first instance it’s about defining that audience and thinking about what sorts of sites they are likely to read and visit. It’s also about considering how the audience is likely to find your messages. Will they be most likely to read certain publications or are they equally or more likely to find them through search or virtual word of mouth? Given this analysis it’s then about researching which sites fit these criteria and in the first instance reading them.
NJ: How can you do this efficiently? AP: The best way to do this is to use RSS feeds stored in an RSS Reader such as Google Reader, Bloglines or even Internet Explorer’s out of the box reader. An RSS feed is like your own personalised news delivery service which will tell you when something new is written on these sites. You can even configure them to just track certain keywords where maybe all
of the sites’ content isn’t applicable. This means you don’t have to constantly check back to the sites to see if they are saying anything of interest to you.
NJ: Once I feel confident that I understand who I’d like to talk to what’s my next step? AP: Once you have gained an understanding of these sites and their interests you can then start to think about engaging with them either directly or through a third party. You can contact them to see if they are happy to receive news releases or pitches from you or in the case of a blog you could engage them directly by getting involved in their conversations through the comments on their blog posts. It is very
HIT ME! HOW TO GET YOUR BUSINESS TO PUNCH ITS WEIGHT 0NLINE 21
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