Step 2.  Know Your Target

Every media outlet targets different types of readers or viewers.  When you’re pitching your stories to writers, keep their audience in mind and ask yourself these questions:

• Why will their audience care?

• Why will your story help their audience purchase the magazine or tell people about the show they watched? Will it help them sell more advertising?
  

Bloomberg typically covers financial news about publicly traded companies.  If you already know that, and you’re pitching Bloomberg, make sure you’re not a privately held company.

Oprah typically has emotional, heart-rending stories. Don’t try to sell her producers anything but stories that fit this description.

Even in your city, different newspapers may lean further to the left or right in their coverage. Be aware of that before pitching anyone who works at these publications.  Keep this in mind to land free media coverage.

Forbes typically covers bigger businesses like Apple & Starbucks. You might want to re-think trying to sell a reporter on covering your small business. Inc., on the other hand, covers start-ups.  If you have a small business, consider this a green light to pitch stories about why yours is so unique. Their readers just might care.  Free media coverage will be yours for the taking if you follow this step.