So now that you’ve identified the best media category (or categories as the case may be) and the best media outlet(s) for your story idea, how do you identify the best journalist to pitch?

Aha! That’s the tough question.

At our agency we use Cision’s MediaSource to help us identify both media outlets and specific journalists to target for our various clients. This is one of several subscription-based Web applications available to PR pros, and it’s a pretty decent service.

But even if you use MediaSource, Vocus or some other editorial contacts service, this is not enough.

You’ll also need some elbow grease. And when it comes to targeting the absolutely most perfect journalist to target with a story pitch, that involves hands-on research.

Primarily that means reading, watching or listening to past stories written or produced by the journalist in question. Such efforts will not only show you the type of stories this reporter writes, but will also tell you if they tend to be

• Skeptical (in tone),
• Bring in outside sources (to lend an impartial slant to stories),
• Mention other companies in stories,
• Etc.

Taking the time to actually find and review such stories will help you absolutely, positively find the BEST journalist for your story pitch.