Our startup is a mobile reminder app for homeowners.
Your help would be appreciated to define search criteria and/or a category of journalists (out of multitude of various segments - city hall reporter to home improvement, DIY online editions to real estate etc.), who would be a good fit for our startup to send our story to.
We see thousands of journalists in social media, but it's hard to know which one is relevant and we don't want to embarrass folks by sending irrelevant information!
Your answer will be blessed by PR gods, adding 10,000 points to your digital karma. :)
Start from the user: resident homeowner.
* Are you looking for people who are in a specific context, doing a specific action? For instance if they install a new alarm system, are they are more likely to use your app
* What do they read in general?
* Where do they go for articles when they are in their 'my home' context?
* What do they look at or read after they installed the alarm system?
The answers to these and further questions will help you identify the right segment.
Start by signing up for HARO and see what kind of media are already looking for contributions for topics relating to your venture. Then follow-up with an offer to contribute to a targeted article about your venture. When you begin by offering value up front as a contributor to their article, you start building relationships that can yield you results later-on.
The next easy step is to identify where your customers are already likely to be looking. Find out what type of news your target market reads. It's probably best to be more refined than just "home improvement." Maybe you decide it's stay-at-home parents who are couponers and also like home improvement. It's much easier to define the right outlets when you've limited the scope of your audience.
