Is it time to up-date our reporters lists?

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You’ve done it. You’ve written the perfect lifestyle-news press release. It’s wittier than Wilde and buzzier than a hive of bees on meth. It grabs readers’ attention right from the catchy headline, pulls them in with a snappy lead, then dazzles them with irresistible content and punchy quotes until they reach “-30-.” It’s the Mona Lisa of press releases, the crowning glory of your communications career.

Now comes the hard part. How do you get this masterpiece to the people you want to read it? You can’t just send it out on a couple of general newswire services and hope it makes its way to the right reporters. In our super-saturated media world, it will sink without a trace faster than the Titandenburg (unfortunate love child of the Titanic and Hindenburg). You need a dedicated, up-to-date mailing list of lifestyle reporters looking for just the type of content you provide.

Better pour yourself a cup of strong coffee. This could take a while. You’ll need to go online and scour the Web for likely-looking names and call up contacts and ask for references and leverage social media networks until your eyes glaze over. And once you’ve devoted countless hours to researching and compiling a workable list—which in today’s fast-paced news environment should be good for, oh, a couple of months—you’ll need to put even more time into maintaining it.

Sound good? Didn’t think so. Here’s another option: sign up for mononews, and let us take care of the rest.

mononews is an affordable, painless way to deal with the crucial but tedious task of managing your media contacts. We’ve got an entire community of 7,000 lifestyle and culture reporters on our customizable list. Even better, we review our contacts every month and keep tabs on new websites, publications and shows, ensuring our network is up to date and on target.

We’ll save you the hassle of maintaining your media list—and let you get on with creating your next PR masterpiece instead.

Make the News work for you

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So you’ve got this product. It’s a good product: well-designed, innovative, cool. There’s just one problem. It was released a couple of years ago.

Media years are like dog years squared. Last week is old. Last year is practically pre-historic. Two years ago, there may as well have been dinosaurs roaming the planet.  Your product is about as newsy as “Gangnam Style” and lip dubs.

You know it’s still relevant and interesting, but how do you let others know that? You need a hook, something to make people notice it, to make it seem timely.

Here’s the thing: You don’t have to create news. You just have to use news.

Find a way to link your product to local current events and popular trends. You’ll show it in a new light while leveraging what’s hot to your advantage. This approach, also known as “newsjacking,” helps to keep your brand fresh and give it valuable exposure in the context of something people are eager to talk about.

Take Quebec. No topic is hotter than Stanley Cup fever when the Montreal Canadiens go on a postseason playoff run. From talk radio to newspaper front pages to storefront windows, the Habs are everywhere—and smart communications people in the province are all over this opportunity like cheese curds on poutine.

That’s just one example. New opportunities to leverage your brand are everywhere, from general news stories to industry-specific developments. The key is to keep your finger on the pulse—mainstream media outlets, social media networks, Twitter hashtags, etc.—and use your imagination to pair your brand with trending topics.

It’s doesn’t matter whether it’s a press release, a Facebook post, a blog entry or a tweet. Don’t work to make news—make the news work for you.