[this was originally sent to friends and family in the early hours of 9/13/01]Hello everybody – hope all is well with each of you… I’ve probably talked with all or just about all of you by now, and thanks for your calls and emails and such – twas very nice to hear from you all – sorry if I’ve been short with any of you – had a lot of craziness going on….. I figured I’d use my little email list here to send out a little story….all of which is totally true…all of which is totally insane.
PR pros should be looking at psychographics, or at a minimum, identifying where people we want to reach are spending their time. "Millennials killed…" might as well be a clickbait phrase at this point, but for some reason, we’re still out there reading articles with that lede. While there’s certainly something valuable to analyzing marketplace data that involves that generation – or any generation, really – we can do better than that. Things used to be fairly simple.
No matter where you stand on the spectrum of just about anything – sports, politics, science, gluten – you must admit that discourse and how individuals carry themselves regarding those topics is more off-the-rails than it was in the last decade. Some of this is driven by the advent of new channels and technologies, and some of it is driven by a lack of consequences, real or perceived.
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".