Shannon Paul’s had a post yesterday that included very good advice for PR pros who want to plunge into the social media world (make sure you look at the presentation she’s embedded in the post).  Shannon suggests that PR pros need to start thinking about how they can make their content searchable and sharable in order to make the leap.  Kudos to Shannon for raising an issue that the clients of PR agencies have been demanding - make it easy to find the information - focus on keywords, SEO and links.

Given that the intersection of social media, PR and SEO is a topic that’s near and dear to our hearts here at BuzzStream, I thought I’d expand on one of the topics in Shannon’s presentation - keyword selection.  Picking keywords is incredibly important, and not just for press release optimization…do it right and it will help all of your marketing activities.

For our SEO-oriented audience, most of this will be fairly basic.  For those of you in PR that are new to this, I’m hoping it will give you some good ideas about how you can more effectively identify keywords, and do it in a fast, inexpensive fashion.  There’s no one right way to select keywords, but we like the approach I’m going to describe because it helps you identify keywords that are closely aligned to the terms your customer uses to shop for or to find information about products in your market (as opposed to simply finding keywords based on things like overall keyword popularity).

Keyword selection can feel pretty daunting when you’re just getting started, but it’s not as tough as it seems.  Here’s how we do it at BuzzStream.

Don’t START with Google’s Keyword Suggestion Tool!

Note that I didn’t say “don’t use the keyword suggestion tool.”  It’s valuable as a supplemental tool, but in my opinion there are a lot of reasons not to rely on it as your starting point.  The problems are similar in many ways to the problems with relying on shotgun blast media pitches for your media and blogger outreach efforts…it’s broad-based, but much of what you get is irrelevant.  Additionally, it doesn’t help you identify the long-tail search opportunities, which have a ton of potential value.  Instead, you need to start by trying to put yourself in the customer’s shoes (if you’ve developed personas and a positioning statement for the company, it’ll be even easier).  In order to do this, the first thing we do is brainstorm on the following topics …for each, I’ve included some of the more general terms we’ve identified for BuzzStream’s customer to serve as examples:

1. Who is the product for? - e.g., small business, SMBs, DIY
2. What type/category? - e.g., marketing, word-of-mouth, SEO, public relations
3. What is it? - e.g., software, service, tools
4. Verbs/adjectives? - e.g., improve enhance, better
5. What does it affect? - PageRank, publicity, lead generation

For each of these, start with the most general terms and progressively drill-down.  So, for example, you might have “marketing” as the most general term for “category,” and from there you might drill all the way down to something as specific as “microPR.”  The more general terms will have much more traffic, but they’re harder to rank on and they don’t convert as well.  It’s the exact opposite for the more specific terms, which is what makes them so valuable.

Once you’re done, you’ll end up with a bunch of keywords in each of the five categories.  Then you start putting the terms together - e.g., “small business marketing software,” and “tools to improve search performance.”  You can do this in Excel, so that you don’t have to manually create the combinations.  You’ll need to eyeball the combinations and remove the ones that don’t make sense…you don’t have to spend a ton of time doing this because the bad ones will mostly be thrown out when you test your keywords (I’ll cover this in a minute).

Check out the competition

You can supplement the concept-oriented keywords you created by looking at your competition to see what they’re doing.  There are lots of tools to help you see what others are bidding on and to see their ads.  This is valuable because you get to see the language they use in their ads…it also helps you identify competitors that you weren’t aware of.  Some of the tools to look at include adgooroo, spyfu and keycompete.  All of these tools include a free trial period.

Competitive keyword searching still won’t tell you which terms are working and not working though.  For that, you need to test.

Test, test, test!

Once you’ve generated your keywords combinations, you can test them with an Adwords campaign.  Setting up an adwords campaign is easy to do and it’s inexpensive.  You can take a very large list of keywords (thousands) and get a good idea of what your customer really care about for less than a $1,000.  The information you’ll get back is incredibly useful because not only do you find out what people are clicking on, you can determine what converts into blog subscriptions, email signups, leads, revenue, etc.

Other resources

This is really just the tip of the iceberg, and there are a ton of good resources if you want to dig in deep into keyword research and selection.  My favorite is Search Engine Guide’s series on keyword research, selection and organization.  Aaron Wall has great training information on keyword selection as well.

If there are specific areas of keyword selection you’d like us to drill into in future posts, let us know.

One other thing - keyword selection is as much art as science, so feel free to jump in here…PR and social media pros - what’s working well for you when selecting keywords?

The world of PR is in a state of turmoil. As advertising dollars shrink, print pubs have all but disappeared and online media sites are strapped for resources. Only the biggest stories seem to get picked up these days. So, how do you get the press to pay attention? Try social media.

At BreakingPoint, I’ve seen a huge impact from social media activity on media coverage–primarily blogs and Twitter. In fact, I guestimate that a full 30% or more of my company’s Twitter followers are media or analysts. Recently one of our security experts posted an in-depth look at a clickjacking vulnerability on our blog, we posted on Twitter and a writer from Ziff Davis (one of our followers) picked up the story. This coverage has been one of our top sources of web traffic for over a week now. Amazing!

Here are a few very easy ways you can get started using social media to get to big media:

1. Monitor and get involved in the conversation. Set up your RSS feeds, Google Alerts, and Tweetscans in iGoogle and start watching the market. Identify issues and trends. Spot conversations and jump into the conversation. If someone posts to a forum about a need, offer advice. If someone mentions your company or product, by all means, reach out to them. HubSpot provides this excellent piece of advice in their post on the topic:”Monitor your company / brand on Twitter. A while back we noticed that Guy Kawasaki mentioned Website Grader on Twitter.  Well, of course we had to let him know a bit more about Website Grader and maybe ask if he would also blog about it?  The result was this blog article on Website Grader which drove a good amount of traffic and leads.”  (See below for a cool tip on how to easily monitor people talking about your company on Twitter.)
2. Build a circle of influence with journalists and analysts. BreakingPoint’s Director of Marketing Kyle Flaherty provides a detailed three part case study in how we used these tools for PR and crisis communications. He shares these details about getting started:“With our goals outland a limited amount of knowledge concerning our community we set about reworking the way in which we communicated with the outside world.  Blogging and Twitter dominated our activities the past three months, but we’ve also been sure to be interactive with Vimeo (after realizing YouTube simply provides poorer quality), Flickr and to gather information at places like FriendFeed, Facebook, Squidoo and Ning.”
3. Sign up for Help a Reporter Out (HARO) Think of it as a free version Profnet.How does it work and why is it so popular? Journalists go online fill out a form and their request gets added to the three time daily email distribution to members. If you see a story that you could contribute to, your simply reply directly to the query. I’ve used it myself and have connected with several journalists. East Coast PR pro Peter Shankman started HARO out on Facebook where the service grew rapidly and needed a home off Facebook to manage the size. You can also follow Shankman on Twitter.
   
   I’m sure there are many more techniques you can use to get noticed in the media these days. Feel free to share in the Comments section.

Here’s a diagram I’ve been using internally to explain the strategies and tactics related to SEO, broken down in three major layers: the foundation, on-page, and off-page factors, and modeled in terms of a network layer model.

A network stack is a helpful way of thinking about this because it implies that each layer builds upon the other, and is dependent on the layer below it.  As marketers, we are the architects and optimizers of this stack, and it’s helpful to start thinking about how our decisions at each layer affect (and in some cases marry us) to choices higher on the stack.

A model for SEO that adopts the network-layer model

On more thought, as I’ve stated, I predict that traditional SEO as a distinct discipline is going to merge with PR.  That’s mostly correct, however some aspects are going to migrate to Product Management in my view.  I’ll expand on that in a later post.

I spent 8 years doing my own SEO while growing the site I co-founded, ApartmentRatings.com, from absolutely nothing into one of the top apartment-hunting sites.  I eventually reached the conclusion that my best SEO strategy was PR because it just seemed to work.  Now, I think this may apply to many more (all?) companies and point to a merger between PR and SEO in the near future.

Steve Rubel and Katrina French (by way of Jason Falls’s blog) got me thinking about my experience and that, thanks to Google, SEO and PR are ultimately becoming the same activity.  Same strategies, same tactics, same metrics.  Steve writes, “Google Page Rank is the ultimate way to measure online influence“, and Katrina says, “search and social are…intrinsically linked.”

So if you believe that the goal of PR is to get influencers to bring attention to your client or company, and Google PageRank is the ultimate measure of influence (and since we know that PageRank flows from one party to another vis-a-vis links), then a central goal of PR should be to acquire valuable, PageRank-passing links.

If you apply this to social media (which traditional PR agencies are now beginning to seriously engage), as Katrina points out, all these things that we’re doing in social media– building relationships, participating in conversations– all ultimately relate to search.  What’s search driven by? PageRank. Which goes back to links.  So this is all a big PR strategy.

I predict that we’re about to see a merger between two fields that couldn’t be more different.  Public Relations pros are (and I’ll generalize gratiutiously) some of the smoothest and nicest people you could meet– they are fantastic at building relationships.  SEO’s are, to put it nicely (and I count myself among them), usually geeks and hackers who have been toiling away in ways only alchemists would appreciate.

Lately, SEO’s have been talking about the fact that 75% of what moves the search results needle are off-page factors, and highest among them is link-building.  Yet the old methods are starting to falter — nowadays it’s about linkbait, better link pitches, press release optimization, and social media engagement.  And that pushes us toward doing things the old-fashioned way with human relationships.  You simply cannot expect to pitch bloggers, promote linkbait, ask webmasters for links, propose link-positive content partnerships, comment for dofollow links, promote your content on Twitter, etc. without quality relationships.  As Chris Brogan suggest, get to know people first, then ask.

For a lot of SEO’s, the prospect of our jobs relying on relationship-building is a little scary, which is why the merger with PR is inevitable.  PR people’s skills are simply too relevant and valuable to this process.  For PR, the Google PageRank paradigm is simply too dominant a measure of influence for clients not to expect their agencies to direct their efforts to improve it.  So look out, these two industries are about to merge.  It should be fun!

Updates/Comments

#1 Response to the argument that PageRank isn’t the best influence measure.

A few folks have argued that PageRank is not the best measure of influence for a variety of reasons.  Let me make a distinction– I care about measuring my influence in terms of the PageRank that I acquire– not particularly the nominal PageRank of influencers who link to me.  You can’t go around evaluating every prospective influencer by the PageRank stamped on their head.  However, your PageRank is a valid measure of your online influence compared to your competitors (which is ultimately what matters in the search results).

#2 Response to the argument that nominal PageRank is inaccurate.

I don’t want anyone to be confused that I’m saying they should focus on the nominal PageRank that’s displayed in the toolbar.  It’s a subtle distinction, but somewhere in the Google universe there exists a very precise, up-to-date calculated value of PageRank which I’ll call “true PageRank” that is factored into your position in search results.  For stats folks, the “true PageRank” is like the true regression line.  It exists in theory, but we can only see it via estimation, which contains error. Anyway, the point is that we should be focusing on activities that drive up our “true PageRank,” and evaluating how we spend our time and resources in light of it.

If you’ve been following my PR4Priates blog for any amount of time, you know I write all about the nitty gritty of helping entrepreneurs do their own PR, so hopefully my answer is obvious– not necessarily.  But take the test to find out.

ReadWriteWeb posed a different question today: Does Good Tech Need PR at all? Yes, you absolutely need some level of PR.  What RWW suggests is that there’s an inverse relationship between how compelling your idea/technology is and how much PR you’re going to have to do.

The fantasy world scenario is that you release your product on Monday, get some initial coverage on a few blogs, more bloggers find it, you hit Techmeme by the weekend, and then before you know it Walt Mossberg (WSL) and David Pogue (NYT) are calling begging for exclusive interviews.  Then the press is calling non-stop.  Before you know it, you’re joking around with Leno in the Green Room.

Ahem, the more likely scenario is that your technology is great but needs some explanation.  Nobody is begging for an exclusive and getting coverage requires actual sustained effort.  So then the question turns to whether you can sustain the effort yourself, or whether you need an agency.

Here’s a quick self test of whether you should consider getting a PR agency:

1. Can your technology/solution be understood in a 3 second sound bite?
2. Do you know who should be covering your story, like which specific blogs and reporters?
3. Does your story lend itself to being told?  Does it have a “hook” such as controversy, a great solution to well understood widely felt pain, or famous founders?
4. Does one of your founders communicate well?  Do you have someone who can communicate with the press, comment on blogs, and whose email messages don’t consistently elicit cringing?  And does this founder have time to handle communicating?
5. You don’t have ready access to a cheap, skilled PR agent with many contacts in your industry?
6. Is your company’s current bank balance below $1M?

If you answer “no” to more than two of these questions, you may want to consider using a well-connected, hopefully reasonably-priced, PR agent in your industry.  Obviously for bootstrappers this may still be a non-starter, so the job (like taking out the trash and watering the plants) falls to one of the founders.  But this little test gives you an idea about whether doing your own PR presents so many obstacles that your time would be better invested in other things.

For tech-related founders, beware of your natural instinct to over-invest your time in your product and technology.  Getting the word out about your company is one of your most important jobs, so don’t neglect it regardless of whether an agency is the right path.

Lastly, Scoble argues that you shouldn’t do any outbound PR at all– you should build something so awesome that your beta testers become your evangelists and are inspired to contact their trusted press contacts on your behalf.  Steve Rubel agrees. I’m not wild about this kind of hit-or-miss approach.  Most Type-A entrepreneurs won’t be either.

What are you supposed to do when your beta is almost over and you have no coverage?  Invest more in the product?  Pray? No, it’s time to take matters into your own hands.  Fire up the outbound engine… post to your blog, Twitter, comment on relevant blogs (without plugging or pushing your company), and, ahem, send friendly, relevant email to bloggers and reporters who should be writing about you because you’ve been following them AND built some kind of relationship over time.  Techcrunch also has some great suggestions about how this actually works.  It can even be fun!  I don’t mind trying the Scoble-Rubel build-pray-discover strategy, but it might not work for you, and you can’t just sit there doing nothing or build your product forever.

I just got an email from a friend who founded a video-sharing startup.  He wrote:

Question for you.  We are announcing the winners of our contest tomorrow and we are going to try to get some press in the local markets of the winners.  So we’ve drafted a press release, prepared a story line and a list of targets.  My question is whether it is worth it to use PR Newswire or something similar to put it out on the wire, vs. just sending alone ourselves.

Here’s my response:

In my experience, it is not worth it to send a release via PRNewswire, assuming you have a robust list of target reporters and you send them each a personalized note with your press release pasted at the bottom.

In fact, I don’t think I’ve ever gotten a press hit from using the newswire, even when we paid the big money for US1 distribution.  We got plenty of press, but it always came from directly emailing the right reporters.

One suggestion, have the release come from someone on staff other than you, but have them offer, “If you have questions our would like to interview Widgt’s CEO, Blah Blah, you can reach him at blah@widgt.com or by phone at 512-555-1212.”

For some reason I think this comes across better– I’ve seen reporters criticize CEO’s who do their own outreach (”he must not have very much to do if he has time to email reporters”), but they also like to get direct access to the CEO  (”I hate it when a PR thinks they can be the gate keeper to the executive suite.”).

If you want to be a real bulldog, you can have your staff follow-up with a phone call.

Of course, there are other ways to promote this– post the news on your blog, pitch the story to local bloggers you find on Technorati, and don’t forget to pitch TV stations (local morning news shows are always trying to fill content) and radio.  If you think your winners would agree, you should offer to make them available for tv and radio interviews.  And since you have video, consider cutting a short video of the winners’ content and offering it to the tv station.

Friend and fellow entrepreneur, Aruni Gunasegaram, got a sweet PR mention this Memorial Day weekend on Fred Wilson’s blog.  Fred’s blog, A VC, has probably 10k daily readers and PageRank of 6.

If you’re an entrepreneur, you should take note because what Aruni did cost her $0 got her some incredibly valuable PR visibility and link juice.  Here’s how she did it:

First, she got the idea to partner with eMailOurMilitary, to offer active service military deployed overseas free use of her product, Baby Insights.  Baby Insights is a service that allows new mothers to track virtually ever detail of a newborn’s life– eating, sleeping, pooping– all on a PDA.  Cool idea and giving it away is a great way to honor our military because the difficulty of being separated from a new baby obviously greatly compounds the sacrifice of service.

Next, she wrote up a press release, posted it on PRWeb, then posted on her blog about it.  Then she announced it on Twitter with a link to her blog post. 

Finally, she sent Fred Wilson a direct message via Twitter saying (paraphrased) “Hey, if you’re going to post on Memorial Day please consider mentioning this partnership,” with a link to her blog post. 

Indeed, Fred wrote a great Memorial Day tribute to the Armed Forces and included a mention at the end of the post, saying “And speaking of military life, here’s a neat example of two women who met on twitter who have teamed up to deliver a service to families separated by military service,” with a link to Aruni’s blog.

Here are a few reasons I think this was a great example of effective DIY PR:

• Aruni was active on Fred’s blog as a commenter prior to pitching him, so he recognized her, if not had the beginnings of a relationship by that point (this is a perfect example of the conversational PR model Brian Solis wrote about this weekend).
• Fred has written a lot about Twitter and Aruni’s post mentions that she met the other founder on Twitter, which Fred no doubt liked (and mentions in his post)
• Timing - her news was timely– she announced a partnership right before Memorial Day, and it dovetailed perfectly with the idea of honoring the military
• Soft target - it was a slow news day - it was a bit of a gamble that Fred would be posting on Monday, but it paid off because he was likely receiving very few other timely and relevant pitches.

Fred is definitely an A-List blogger, and even if getting coverage on his blog doesn’t necessarily bring lots of Aruni’s target customers to her site, she benefits in several ways:

#1 Her company earns recognition and validation from a respected influencer, #2 her blog gains the all-important link juice, which she can then redirect toward her product pages, and #3 she becomes top of mind in the online baby space for other potential partners.  I know Aruni has been doing a lot of work to raise her site’s visibility, so big congrats!

So you’re an entrepreneur reading the latest “pr sucks” meme to hit the Internets and thinking, “shit, we were counting on PR to drive 1,000 beta sign-ups in the first 6 months… now what?”  Or you heard that your agency is listed on the ignominious prspammer blacklist.  It’s not good, Jim, not good at all.  To recap: Gina Tripani at Lifehacker created a blacklist of agencies who spam her personal email address; Todd Defren apologized; then the conversation got ugly with PR’s on one side saying, “hey, there’s bacon and tofo besides spam,” or “blacklists = bigotry against PR’s,” and “oh, by the way, quit crying, PR spam is an occupational hazard,” and bloggers saying, “wtf… why can’t you read my ‘How to Pitch Me’ instructions?” Or worse, “It’s ALL spam.” 

So what’s actionable for the entrepreneur?

If you have an agency on the blacklist, I wouldn’t worry about it.  No serious blogger is going to use the list.  For starters, if people like Brian Solis are banned, there’s a problem with the list.  Second, if anyone can add to the list, good firms will be blacklisted for pretty weak reasons.  For a serious tech blogger, the risk of missing quality tips is too high.  Indeed, Gina isn’t proposing to apply the blacklist to tips @ lifehacker, just her personal email.  But there’s a more insidious risk: you or your PR people may already be blacklisted by bloggers and not even know it.  Gmail, Hotmail, Outlook all have easy “spam” flagging, which bloggers are undoubtedly using.

As Warren Buffet says in his ads for  Borsheim’s, “If you don’t know diamonds, know your jeweler.”  The same applies here… really know who is contacting the media on your behalf.  Find out if they’re using backchannels like Twitter, AIM, and Facebook messaging to contact the press.  Find out which feeds they’re subscribed to (and do these correspond to the top blogs in your industry?).  Are they giving bloggers an OPML file?  If they give you a wild look and a bs line like, “oh, we’re exploring and adopting new technologies all the time,” that’s a very bad sign.  It roughly translates to, “No, we are too busy spamming the crap out of the media to have actually started using any of  this new stuff.”  One more thing you should ask: do they generate media lists from Vocus or Cision and/or send bulk pitches from within there? If so, be worried.  If so, it indicates they are doing extraordinarily little research on the reporters they’re reaching out to, not personalizing their outreach, and basically spraying and praying your pitch to journalists.  There’s a very good chance they’re already ending up in the spam folder.

If you’re doing the outreach yourself or have a freelancer, internal marketing manager, or Evangelist assigned to the job, here are a few thoughts:

1. It’s about following directions.  People not reading Gina’s site and abiding by this following statement, “Please, no press releases or Lifehacker story pitches to my personal email address,” is what set off the blacklist.  So you need to get of our your feed reader occasionally and look for the “How to Pitch Me” page on the blogger’s site.  If they don’t have one, my first email would not be a pitch but rather, “I wanted to send you some PR news, is this the right way to contact you?”
2. It’s about targeting.  The prspammer wiki describes the companies listed on it as having sent, “unsolicited (and almost always irrelevant) product pitches…” As an entrepreneur, if I had significant news (funding, product announcement, private beta invites, etc.), I’d want my team spreading it as wide as reasonably possible.  If a reporter wrote about a competitor, they’re relevant to me.  If they cover my industry, they’re relevant.  If they wrote about a topic that’s relevant to my customers or end-users, they’re relevant.
3. It’s about personalization AND context.  Now, even if you’ve built a carefully targeted and relevant list, the journalists you want to pitch may not see the connection between their beat and your news, so it’s your job to provide the context (”You may recall you wrote that story about our competitor, XYZ.  I wanted to tell you about our news…”).  Maybe using Word Mail Merge to personalize greetings (e.g. “Hi Mitch…”), is your idea of a personal email.  You need to take it a step further.  I think it’s fine to send the same basic press release (and consider sending a social media release if you do), but you need that precious little personalized blurb at the top that says, “Hi Gina, I commented on your post about X, and I wanted to tell you about Y news that relates.  I know you said Z in your post, but we’d love to get your take on our product because we think it does a better job addressing A, B, C issues that you discussed.”

So you’re probably thinking, “How do we build a broad yet targeted media list?  How we ensure that we aren’t  contacting a blogger the wrong way?  How do we personally convey why we’ve targeted a particular journalist?”  There’s the rub.

Well, Rome wasn’t built in a day.  Even if you hire an agency, you can’t expect them to instantly have a list of perfectly targeted media.  So if you’re doing it yourself, the first step is to setup a bunch of Google Alerts for your keywords, subscribe to (and read) relevant blogs, and build your media list slowly over time based on the coverage you discover.  Use delicious or Diigo to bookmark the most relevant stories.  Then when you’re ready to send some news, you or your agency has a realistic starting point for doing it in a targeted, personalized, contextual way.

I’m a recently-exited entrepreneur and I have a few things to say about getting PR for startups.

My background: I co-founded ApartmentRatings.com in 2000, built the site to over 100 million page views per year, and sold it last year (after seven years) to a fairly large Internet company from LA. In
the process, we never spent a dollar on PPC advertising or PR agencies, and we bootstrapped all the way.

My goal is tell other entrepreneurs and marketing people, and basically anyone who’s trying to figure out a way to get their product or service to take off, about our mistakes and what worked for us.

This first post was inspired by two things: Jason Calcanis’ post about ideas to help startups save money and a SXSW session called startup metrics for pirates. Yarr. (Ok, that’s it for my pirate schtick.)

One of the items on Jason’s list is, “Really think about if you need that $15,000 a month PR firm.” Fred Wilson and Mark Cuban agreed.

ApartmentRatings.com never had a PR agency and we got full page stories in the NY Times and Washington Post, A1 in the Wall Street Journal, an NPR interview, and write-ups in dozens of blogs like SearchEngineWatch and other major market daily papers.

With the press, we attracted a lot of good traffic (and clippings my parents could show their friends), but the thing that was more important to me was that we got lots of valuable organic links from highly reputed sites. I basically viewed PR as a form of SEO strategy. I strongly feel that PR is the most potent SEO
strategy on the planet because there are fewer more credible sources than newspapers and a good blog post from even a long-tail blog often gets picked up by A-listers and mainstream media.

This blog is going to go in some depth on how we did it, but here’s my first suggestion:

Don’t buy a media list from Bacon’s or Vocus; build it yourself with Google Alerts.

Go to Google Alerts and create some searches that will surface reporters you’d care about (and more importantly who might care about you). You can search competitor names, related companies, or basically anything you think would be in stories written by reporters who might cover you. If you do this right, you
should get 10+ stories a day in your Inbox that will be written by reporters who are covering your space. They are your media list.

Make a Spreadsheet to Store Reporters Addresses

Make a list in Excel with the reporter’s name, email and phone, and some notes about what they wrote, and start building your list. Many major papers put the reporter’s email address somewhere on their stories, so the easiest thing is to just copy it off the story. This is also true of phone numbers. If that doesn’t work, I’d visit a publication’s “Contact Us” page to figure out what the email standard is for their newspaper. If that doesn’t work, you can always guess that it’s either first.last@domainname.com or flast@domainname.com. I know it sounds like a time consuming pain-in-the-arse, but you gotta do what you gotta do. This is “pirate” PR my friends… do what works. A little bit easier is the phone number… you can often get the main number
for the publication by Googling “Publication name, city, state” and if that doesn’t work, look it up from
their DNS records.

So that’s your first lesson in pirate PR. Build a media list based on what reporters are actually writing (not by the categories that Bacons or Vocus have encoded to them), and lookup reporters email and phone numbers for free.