BrendaRMathews

Just like the rules of dating, set boundaries. Jokes aside, despite how ‘connected’ the world seems to be, all publications and media outlets have their unique set of target audience segmented on bases of geography, demography and psychographics.

Ideally, these characteristics need to be as close a match as possible to the target audience of one’s communication plan. This is especially tricky when the communications strategy or outreach programme involves different regions, cultures and language. The geographical boundaries, language differences, differences in consumption patterns makes it all the more important to be familiar with the different titles and the market they cater to.

An easy start to develop your media list is by scouring through the internet. Read the content from the different portals. Find editors, contributors, writers or journalists in the areas of your media release. Collate a list of these contacts. The internet may not be exhaustive but it is a good place to start.

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