Targeting the right audience

Targeting helps you reach the right readers through the right media. Instead of sending your story to a broad list, focus on contacts whose audiences match your topic. Use Media Monitoring to identify which audience segments your competitors reach. Then apply similar audience filters in your media lists to limit results to journalists covering those segments. This improves your chances of coverage and makes your outreach more effective.

In AI PR Toolkit, you can check audience details in two places:

1. In the outlet overview

When viewing a journalist’s profile, click the outlet name to open its overview. You’ll see:

• Audience reach – estimated number of people the outlet reaches
• Audience breakdown – by dominant age, gender, income, or household size 
• Source type – e.g., online media, blog, magazine

Click See full insights to view more detailed stats.

This includes:

• Age and gender distribution
• Household size
• Income level

This information helps you decide whether the outlet is a good fit for your pitch and lets you tailor your message more precisely.

2. When building your media list

Go to Media Lists, create a new list, and choose how you want to find journalists.

You can switch between three types of search:

• Search with AI — ask AI for help
• Search by keywords — refine by topic, search term, phrase, or keyword
• Search by name — look up specific names or outlets

In the Search with AI tab, you can type in any question or input about the journalists and audiences you’re looking for. The tool will answer and give reasons for recommending particular contacts.

In the By keywords tab, you can narrow your results down and focus on the right audience using filters:

• Topics – the journalist’s beat
• Location – country, region, or city
• Role – e.g., Editor, Reporter
• Media type – e.g., Radio, Online media, Television

In the By outlet name tab, you can also use Audience filters like:

• Reach
• Age
• Sex
• Income
• Household size

Audience filters help you focus on contacts whose outlets match your campaign’s target group.

Why this matters

• Journalists care about stories that matter to their readers
• The better your pitch fits their audience, the more likely it is to be picked up.
• Audience data helps you tailor outreach and build better PR reports