It all started innocently enough. I had a table in my garage that contained only tools. One day, I had a can of bug spray and I couldn’t think of a place to put it. It isn’t a tool, but it ended up on the tool table. No biggie, right? Next it was the duct tape. Then an empty flower pot. You see where this is going don’t you? I now have a table in my garage that is completely covered by all sorts of random stuff and I can never find the tool I need. Apathy and neglect have left me with a big mess.
It might not be as obvious, but messes like this happen to data too. Many of the PR pros we talk to don’t pay enough attention to the state of their PR contact database, but it is a vital asset and we think it is worth regular care and maintenance. We don’t have to look too far for advice on how to do it. Successful marketers are very good at cultivating their data. Let’s do what they do!
Take Out the Garbage
People change jobs or move to other rolls with regularity. You want to keep your contact database fresh by removing (or archiving) contacts who are no longer valid. An email hard bounce is a good indication that the contact information is no longer correct. When this happens, you should look for a new contact at that outlet.
Segment Your Audience
Not every pitch is right for every one of your media contacts. It is a good idea to segment them by a number of factors including; publication format, audience interest, geography, publication frequency, and even editorial style. This way, you can be sure that you are matching each pitch to the audience most likely to find it useful.
Start a Re-engagement Campaign
Do you have contacts who have not responded to your outreach in a very long time? If so, it is a good idea to craft a campaign designed to recapture their interest. Some tactics include: mixing up the email format (plain text vs. HTML), offering a complete reintroduction of your brand, and highlighting what’s new since you last engaged.
Hopefully your PR contact database is in better shape than my tool table, but even so, it’s wise to pay it some attention before it gets out of hand. These pilfered tips from marketing should help.