In my PR beginnings, I was advised to harness software platforms like Cision and Muck Rack for journalist contacts. But these systems, though valuable, sometimes felt like dusty old libraries - occasionally outdated and lacking the right contact. More than once, I found myself grappling with incomplete or obsolete emails. Consequently, I was compelled to forge my own path in the media sphere, cultivating sharp intuition and a delicate touch akin to a talent scout.

On one memorable occasion, I was piecing together a list of contributors from LA's go-to food and beverage publications. There was this one journalist whose contact details kept dodging me. I didn’t give up searching for clues until I stumbled upon his Snapchat handle. With a mix of excitement and a “what-do-I-have-to-lose” spirit, I shot my pitch his way via a snap. And guess what? He bit, showing a real interest in getting a taste of my client's newest brew.

Why does this story stick with me? 🤔️

It wasn't just the thrill of landing a pitch through Snapchat, but the reminder that thinking outside the box, and a sprinkle of my audacity, can create some truly unforgettable PR moments.

And it’s not just Snapchat. The evolving digital landscape means the voices that matter most are no longer solely found in traditional PR systems. They’re live on social media, actively shaping conversations. Still, reaching these creators isn't straightforward. Despite their openness to brand pitches, accessing their contact info and getting a response remains a challenge for many marketers.

When you're on the hunt for a creator's contact info, platforms like YouTube and Instagram are treasure troves. Here's how you can navigate them effectively:

YouTube

If you're eyeing a YouTuber in, say, the "productivity" niche, you'd start by searching relevant keywords. After identifying a video that resonates with your brand’s style, head to the creator's “About” page. Most creators (about 90% in my experience) list a business contact under the “Details” section.

Instagram

But what if YouTube yields no email? Many creators link their Instagram or personal website in the “Links” section. Websites often have a contact form or direct email. However, my go-to is Instagram. Not just for the vibrant, updated content, which gives you insights into a creator's world, but because of a little-known secret between its web and mobile interfaces.

While browsing Instagram on your computer, you’ll notice you can only "Follow" or "Message" a creator.

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But, switch to your phone's Instagram app, and you're in for a surprise. Here, nestled among options, lies the obvious “Email” tab.

“Why not just shoot a DM and wrap it up in the blink of an eye?" you might wonder 👀.

While I may seem a tad old-fashioned, here's my take: Although DMs promise convenience and a hassle-free transition between devices, they falter when it's crunch time. In my experience, quick, transient messages on platforms like Instagram aren't taken as seriously. The risk? Getting lost amidst a sea of spam or being swiped away with a cursory glance.

In contrast, emails carry weight. They afford us space to convey intricate ideas, detail propositions, and strike genuine connections. They persist, demanding more attention than a fleeting DM. While the world increasingly gravitates towards brief exchanges, I've found that in the professional realm, emails reign supreme.

To me, respect is key. It's evident in the diligence with which I unearth a creator's business email and the depth I put into my email pitches. Yes, crafting a comprehensive email might demand a touch more time than dashing off a DM, but the heightened response rate and the undivided attention it garners make the effort worthwhile. We're all strapped for time, and only through genuine effort and respect can we expect reciprocation.

Stay tuned. My next post will dive into the art of elevating your email response rate, ensuring your messages not only reach inboxes but also make an impact.