By querying PR experts Mike Keaton and Gordon Mayer, I learned of four ways to find journalists, and their emails, to target with your press release.
1. Buy contacts from online sources. (The best way, but it costs.)
Mike Keaton, the PR and Communications Director of SCORE‘s national organization, explains: “you can find names and emails but you are most likely going to have to pay for them.” Gordon Mayer, Vice President of Community Media Workshop (CMW), concurs in his post On Press Releases and Pitching, “There’s no such thing as a free lunch or even free milk and cookies when it comes to accurate up-to-date contact information for journalists. This is one of the single biggest barriers to a democracy of information, and if you think about it, it’s an outrage that contact info for journalists is so hard to come by.”
OK, so Ann Taylor and Macy’s are closing down stores as well as Zales Jewelry (limiting my opportunity for a diamond tiara for the holidays), but should I panic? Probably not. Should I tighten my receivables, should I cut costs, should I watch inventories and downsize when necessary? STRONG. yes. If we maximize cash in then the yin yang of that is to minimize cash out. Now is the time to think strategically and act tactically.
At SCORE we have always promoted entrepreneurism, which we still do, but now our emphasis is more directed to helping our clients conserve resources and focus on cash flow for the next 3 to 6 months. Panic only prevents a good night sleep; creative strategic planning gets us through the tough times and keeps us running for the good times ahead. In America, we have always bounced back and so we will again. What are your immediate business concerns? Do you have a SCORE mentor? If not, why not? Call your local SCORE office and get one. Let me know what is happening in your world.