Last week, shoppers at a local supermarket in Hamburg, Germany stopped in shock. Most of the shelves at that particular branch of Edeka, the country's largest supermarket chain, were bare. The only foods still available for sale in the store were German foods made in Germany. Everything else had been removed, replaced by signs saying things like, "This shelf is pretty boring without diversity," "This is how empty a shelf is without foreigners," and "We will be poorer without diversity."
Your heart is pounding, you're wearing more makeup than a Kardashian and you feel like your deodorant is breaking down. As a professional journalist with more than 25 years of experience, I've witnessed my share of pre-interview nerves; and as a business owner myself now, I've quaked in my shoes just like you. The awesome thing about getting media attention is that you now have a chance to tell your story to an engaged audience of hundreds of thousands (if not millions) of ideal prospects.
Here's the thing that all the social media gurus always leave out of their pitch: building an audience is tedious, time-consuming, long term and definitely not free. The same marketers who say, "You can't build it and hope they'll come" in a business context seem to contradict themselves when they endorse opening up a bunch of social accounts and blasting out content. Don't get me wrong, social definitely has its place in today's world.
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 Obama AND Romney or Obama + Romney.
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, search for democrat OR republican to find results that refer to
Democrats and/or Republicans.
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".