Photo courtesy of AP/Jeff ChiuA while ago we posted on how Facebook‘s newfangled “graph search” setup could help PR pros and marketers more effectively push their clients’ content to the general public and conduct market research. But here’s something we never thought about: what if graph search could double as a media contact database?

We recently spoke to Peter Axtman of Sunshine Sachs to learn how he used graph search to score a big PR win for a client with a very specific target audience.

Axtman was working to promote a client called Playground Sessions, an instructional app-maker that is “like Rosetta Stone for piano”. Axtman told us that, though the client had received some “mainstream tech coverage“, he “wanted to talk to niche piano publications” that might appeal more explicitly to the client’s target audience — people interested in learning to play piano or improve their form without in-person training.

So he turned to graph search with surprising (and encouraging) results.

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