Include bloggers, influencers and podcasters in your PR strategy. One influencer with an Instagram following can spark wide discussions in your market. Some people keep a separate social network influencer list, but it’s perfectly fine to add them as media contacts in order to track them.
You don’t necessarily need to send a press release to these individuals. Engaging contacts in conversation can be more effective. Bloggers may be more receptive than reporters to story ideas, but research the blogger first to determine how they respond to story pitches for their blogs.