Step 3 in the NATA model:
Identify the real influencers
Far be it from me to think there are real influencers and fake influencers. The trick is to identify those who are relevant for you, your product or your service. Those who bring you REAL results.
Where to start
Nothing beats a real-life case in illustrating how to grow your own contact list.
Let’s take a student who’s creating high-end perfumes:

Define your industry
Fragrance (niche fragrances)
What journalists are covering fragrance or beauty in your area, country, or city?
Women's magazines (often ELLE, MARIE CLAIRE, VOGUE and other local magazines)
Trade journals or industry publications, websites: Beauty News – for beauty professionals (beauticians, etc.)
Finding influencers – which brands are your competitors? Go look at their social media to find out whom they’re working with.

You can start with a list of five contacts, then add one or two new contacts each week, and see how they respond to your proposal.
Our fragrance-creating student started with a list of 10 contacts, which she added to over time. With about 20 contacts on her list, she was able to generate five articles and references on her new perfume.
It’s a myth that you need weeks or months of full-time work to build your list. Take it one step at a time. This advice applies to any country and any market. The basics of PR are the same in every market.
It’s also a myth that your list has to have thousands of contacts to get results. What matters is finding the REAL ones, the right influencers.
Google – Your best friend
Yes, it’s one of our top tools at the agency, and you can access it too. In the past, we had to subscribe to a media list and wait for updates to find out about, say, journalists on new programs.
Today, though we’re still on those media lists, we do online searches daily to find, for example, who wrote articles about Valentine’s Day last year in Vogue USA (Valentine’s Day + Vogue). You see how you can easily refine your searches to find the RIGHT influencers.
FIVE MINUTES OF FUN
It’s easy to create contact lists and add to them every week. Try it out for five minutes, then tell me what you were able to quickly find. As we all know, everything’s online nowadays. Make Google your best friend and find contacts you can use.
If you want to learn more about our six-step model, download it now and get in touch.
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