Your press ecosystem is likely largely controlled by a handful of journalists. You already may know your favorites based on who you read. We want you to keep a running list of journalists relevant to your space. Create a spreadsheet or CRM to record these. If you like you can copy this template here to get started.
Your first step is to understand who those are. Here’s how to find those individuals:
You already may know your favorites based on who you read. Add those.
Ask your targets what they read. Ask your customers. Ask your investors. Ask your partners / acquirer prospects.
Create breadcrumbs. Breadcrumbs are words that you want to set up Google Alerts for to be notified every time an article comes out containing those words. The words should be idiosyncratic and specific to your industry. For ex, if you are building a government-focused drone company, a breadcrumb might be “Unmanned Aircraft Systems” which is the term the FAA uses for Drones. Breadcrumbs should be specific enough to help you find high fidelity fits. You can use Google Alerts to be notified anytime someone publishes an article related to your space.