Unlock the Power of Cision's Media Database

The Power of Cision’s

Media Database

Valerie Lopez, Vice President Research @cision | @valerielopez | #cision

Sharifa Abubaker, Product Marketing Manager@cision | @sharifaabubaker | #cision

Anna Marevska, Print Research Manager@cision | @Anna_Mar3| #cision

Thank you for joining us!

During today’s web seminar, attendees will be in listen-only mode.

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Any Q&A not addressed during will be addressed at the end of today’s session

Everyone will receive an email within 24 hours with a link to view a recorded version of today’s session

Don’t Forget

Today We Will Cover…

• Setting yourself up for success in 2015

• How to search and filter for industries, region, or topic

• Best practices for searching editorial opportunities

• What quality engagement looks like

Success in 2015

Finding the RIGHT Influencers

• Narrow your search. Looking to promote nail polish? Don’t look for people covering general beauty; find those specifically covering nail polish.

• Those nail polish influencers will be following – and have followers – who live, breathe, and love nail polish.

• Goodbye are the days of pitching to the wrong audience!

Daily Media Updates

What are Editorial Calendars?

• Editorial calendars are yearly coverage schedules used to plan advertising campaigns and editorial pitching efforts.

• Editorial calendar opportunities are the themes listed on an editorial calendar. o Opportunities tell you what topics or specific stories will be running, and what

section of the newspaper, magazine or website the topic or story will be featured.

• Editorial Calendar Season typically runs from late August though end of March.

• Each year, opportunities are recruited directly from the outlet. All opportunities are listed with an exact description provided by the outlet. Specific contact information is listed for each opportunity.

• CisionPoint already lists more than 110K opportunities for 2015. By the end of March 2015, CisionPoint will house 300K + global opportunities.

5 Tips for Strategic Opportunities Planning

1. Know the outlets to focus on. Look to the outlets that are the most widely followed in your industry. But also look for the perfect fit with story ideas and angles listed in the editorial calendars.

2. Be timely. Make sure you don’t miss your deadlines. Outlets are not created equally—magazines may plan features six months in advance, while newspapers may accept features a week before publication.

3. Be prepared. It doesn’t hurt to identify the opportunity you’re pitching by date and description when sending press releases. If you introduce the opportunity at the outset, an editor can easily see the relevance in your correspondence.

4. Be mindful. Just because your dream outlet has an opportunity that fits your pitch doesn’t mean it’s an occasion to ignore pitching preferences. If an editor prefers to be contacted in a certain medium, method or timeframe, the perfect pitch may go unnoticed.

5. Stay on top of the story. Editorial calendars are dynamic documents. The immediacy and flexibility of social media – blogs and fast-breaking events shaped by Twitter and Facebook – can affect longer-lead publications’ editorial plans.

Best Practices for Searching Opportunities

• Be specific. The more specific you are with opportunity topics, the more tailored your pitch will be. Keep in mind that CisionPoint lists countless searchable topics.

• Utilize the text search. In the rare case that you cannot locate a topic in our opportunities topic menu, be sure to use the Text Search options.

• Search and know lead times. Making sure you don’t miss outlets’ deadlines can make or break your pitch. Search lead times in the Date Range field in CisionPoint.

• Don’t forget to search by location. Before embarking on your story placement trip, you must have a solid handle on the target audience. If not, you will simply end up on a wild goose chase, spending an inordinate amount of time pursuing opportunities that are of little value. You can search by Country, State, DMA, City and Town.

• Save your lists and check them twice. Organize your search by saving it as a list. It’s easy and fast, and will help you stay on top of your story.

Preparing to Pitch

What You Should Know

Thank you!@cision |#cision

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