“Work for the exposure, they said. It’ll pay off, they said!”I know this sounds like the beginning of a meme or comic strip, but what if “they” were right? This is one of the most commonly debated topics for freelancers, and many other types of service providers. There’s even a website called ShouldIWorkForFree.com with a handy flowchart to reference. There are a lot of arbitrary rules created by different experts and influencers:My take?
What’s your biggest strength as a PR pro? What makes you stand out? We’re all using the same tools, tactics, and strategies. So landing a job or a new client frequently comes down to who you know. The competition can write a press release just as well as you can. It’ll come down to who has the relationships that the client or hiring company needs. So if you’re an agency trying to land a client in the health technology space, and know zero journalists in that niche? Yeah, not gonna happen.
As a young journalism major learning about the publishing industry, I was in awe of the well-oiled machines that were large magazines, where I wanted to write one day. How in the world could they combine hundreds, or even thousands, of different writers and voicesâ€”some veteran, some new to the team, some freelancers or temporary internsâ€”into this one voice that was cohesive and just…fit? Was it that everyone they hired just thought and talked the same way? That seemed unrealistic.
Muck Rack makes it simple to find people, tweets, or articles that mention any name, keyword, company, hashtag etc. We've compiled this guide to help you make the most of your search.
Selecting a term
Start searching tweets, articles from media outlets, articles mentioned in tweets, journalists'
names, titles and bios with some suggested searches:
Companies or Topics (e.g. iPhone, Microsoft)
Phrases (e.g. "cloud computing") — use quotes to keep the terms together
Twitter handles (e.g. @username) — returns those who have mentioned or replied to
Names (e.g. "David Pogue")
Hashtags (e.g. #sxsw, #london2012)
Bio details (e.g. vegan, Olympics, father)
Muck Rack's Advanced Search allows for many boolean operators.
Find results that mention multiple specified terms, use AND or
+. For example, ensure each result contains both Elon Musk and Mark Zuckerberg by
searching Musk AND Zuckerberg or Musk + Zuckerberg.
Use the operators OR or , to broaden your search when you'd like either of
multiple terms to appear in results. (This is the default behavior of our search when no operators
are used). For example, results will contain either cake or cookie by searching cake OR cookie or cake,cookie
Use NOT or - to subtract results from your search. For
example, searching Disney will yield results about the Walt Disney Company as well as Walt Disney
World Resort. To exclude mentions of Disney World, search for Disney -World or Disney
When using one of these operators with a phrase, enclose it in quotation marks. For example, you can
find results about smartphones excluding Apple's iPhone 4S by searching smartphone -"iPhone
Exact case matching or punctuation
If you're searching for a brand name or keyword that relies on specific punctuation marks or capitalization, you can
find results that match your exact query by adding matchcase: before the keyword you're searching for, like matchcase:E*TRADE .
Use parentheses to separate multiple
boolean phrases. For example, to find journalists talking about having fun in Disney World or
Disneyland, search for ("disney world" OR disneyland) AND fun.
An asterisk can be used to search for any variation of a root word truncated by the asterisk. For example, searching for admin* will return results for administrator, administration, administer, administered, etc.
A near operator is an AND operator where you can control the distance between the words. You can vary the distance the near operation uses by adding a forward slash and number (between 0-99) such as strawberries NEAR/10 "whipped cream", which means the strawberries must exist within 10 words of "whipped cream".