CASE STUDY
LEARN HOW FANDOM, A GLOBAL ENTERTAINMENT MEDIA BRAND POWERED BY FANS, USES MUCK RACK TO:
• Connect with top-tier media.
• Search specific niche and trending topics to identify opportunities.
• Stay on top of news and media hits with Alerts.
AFTER USING MUCK RACK, GLOBAL PR DIRECTOR NIKKI FLYNN SAYS:
“If I didn’t have Muck Rack, I would spend a lot more valuable time doing manual research than I do now. Having a reliable service like Muck Rack helps me create more media opportunities for FANDOM. It’s key.”
ABOUT FANDOM:
FANDOM is a global entertainment media brand powered by fans to explore, celebrate and contribute to world of pop culture. Launched in 2006, FANDOM is home to 385,000 communities, features 50 million pages of unique content and has a global audience of over 180 million monthly global uniques. FANDOM has more than 250 employees around the world in offices in San Francisco, Los Angeles, Chicago, New York City, London, Sydney, Singapore and more.
READ ON TO LEARN ABOUT HOW FANDOM HAS FOUND MEDIA SUCCESS USING MUCK RACK . IN THEIR OWN WORDS: FANDOM’s Favorite Muck Rack Features
SEARCH FANDOM is home to 385K+ communities, so the ability to search for keywords in stories is important for me. Because of the nature of our site, we are industry leaders and experts in various topics, so searching keywords helps me discover new journalists and media outlets talking about topics important to FANDOM’s community.
I particularly like that Muck Rack is all inclusive by sharing results for articles and tweets for journalists conversing around these keywords. For example, when “Rogue One: A Star Wars Story” launched, we saw a unique opportunity to add value to the conversation happening in the media space. Using Muck Rack, I was able to quickly search to see which news outlets and reporters were covering that specific title. I was able to dive even deeper with niche topics around the movie. I sought out reporters covering box office statistics to pitch them FANDOM’s data from the Star Wars wiki (Wookieepedia) on our site. This pitch illustrated the overall fandom around the Star Wars franchise, starting a larger conversation in terms of the passion around the film.
We’ve used this approach with numerous other topics, including “The Walking Dead” and “Harry Potter.” We do get responses from reporters, and it’s a good brand building exercise to get journalists familiar with FANDOM and what we can offer them.
Muck Rack’s search function also helps us see what types of stories are overplayed so we know where we should focus our energy, and where it’s not worth our efforts to try to join a conversation.
BUILDING MEDIA LISTS Building media lists using Muck Rack is extremely easy. Right now, I have more than 20 media lists!
Around the 2016 election, we had some cool Harry Potter related statistics. Our data detailed the Harry Potter fan and who would win the election, if voting were up to them. Muck Rack made it super easy to build a media list honed in on reporters who cover Harry Potter, and also reporters who were covering the election and data around the election.
Muck Rack has also been extremely useful for me when it comes to building lists and gaining coverage in B2B outlets. These types of publications can be extremely competitive to get play in, so being able to target a reporter at an Ad Age or Digiday with the right story is really important.
One of my favorite features for building media lists is that Muck Rack notifies me when I begin to add someone to a media list, and they already live on one of my other lists. It’s a nice flag for me to closer evaluate whether they’re really a good fit for this new media list.
ALERTS I’ve found that Muck Rack alerts are more accurate than some other alert systems I’ve used. Alerts have really come in handy around major events or happenings; for example, prior to Comic-Con, I built a specific Alert to see who was attending and talking about the event. If a reporter noted they planned to attend, I added them to a media list to include them in my outreach.
In addition, when we land a great hit, I want to make sure my team knows about it in real time, or as close to real time as possible!
WANT FOR SIMILAR RESULTS FOR YOUR BUSINESS? WE'D LOVE TO SHOW YOU HOW MUCK RACK WORKS!
VISIT MUCKRACK.COM Five Fast Questions WITH NIKKI FLYNN, GLOBAL PR DIRECTOR, FANDOM
1. IF YOU HAD TO EXPLAIN HOW YOU USE MUCK RACK TO SOMEONE IN A 140- CHARACTER TWEET OR A 10-SECOND SNAPCHAT STORY, WHAT WOULD YOU SAY?
“@MuckRack helps me to be smart and efficient about pursuing proactive and reactive opportunities, achieving great results.”
2. WHAT WOULD YOU TELL OTHER COMPANIES CONSIDERING USING MUCK RACK?
If you’re looking for a service that can help propel your brand and the stories you want to tell, Muck Rack makes that really easy.
3. HOW HAS PR CHANGED IN THE PAST SEVERAL YEARS? HOW HAS MUCK RACK HELPED YOU KEEP UP?
The world of media has changed significantly. Everything happens so quickly now. You have to be on the ball. For a company like mine where we are a media company, I especially have to be on the ball in terms of what’s happening, opportunities and stories we could potentially be part of. PR isn’t just what’s written on a news outlet anymore. It’s social as well, so reporters now individually have huge followings, along with media outlets. Discovering opportunities on social media is important, too.
4. HOW WOULD YOU DESCRIBE YOUR EXPERIENCE WITH MUCK RACK IN THREE WORDS?
Easy, effective, time-saving.
5. BESIDES MEDIA RESULTS, WHAT OTHER BENEFITS HAVE YOU EXPERIENCED USING MUCK RACK?
Because I’m a one-person team, I need to be as streamlined in my processes as possible. I don’t want to miss out on an opportunity; things move fast in this industry! Being able to research the right people and pitch them within a short turnaround time is critical; I’ve been able to do that quite well. “Muck Rack helps me hyper-target reporters/outlets to make sure we’re pitching the right people. It helps me be smarter about how we’re positioning our brand for specific opportunities.”
— -NIKKI FLYNN, GLOBAL PR DIRECTOR, FANDOM
WANT SIMILAR RESULTS FOR YOUR BUSINESS? WE'D LOVE TO SHOW YOU HOW MUCK RACK WORKS!
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