Build Strong Media Lists for Best Media Coverage

Create a Media Directory to Target Reporters, Improve Distribution

May 23, 2009 Shelley Aylesworth-Spink

A media pitch resulting in maximum media coverage is made easy by developing a media list that focuses squarely on the correct media outlets, reporters and editors.

Media databases or lists are created to allow fast access by public relations professionals to target media pitches and press releases. Such lists help enormously to contact the right media and assist an organization in meeting its communications objectives. The key to a media database or list is keeping it updated as journalists change jobs, topics and as news organizations open or close.

Create a Media Directory to Target News Coverage

Stay on top of the changing media landscape by using these techniques:

Search media by geographic area such as a city, region, state or province, for background about available news organizations, editors and reporters online
Browse newspapers, radio and television stations, magazines and other news organizations by type, region or source using News and Media in the Yahoo! Directory
Search for the US Newspaper List, Internet Public Library: Newspaper, News and Newspapers Online, Newspaper US and Worldwide and NewsLink for links to newspapers and television stations in the United States
Go to Google News, enter keywords relevant to a media story and sort by relevance or date to find an international list of publications writing about the same topic

An accurate media list includes only reporters who cover certain areas, or beats. Get creative in building the list by adding general assignment and feature reporters or other journalists who may be interested in a story. For example, when crafting a media pitch about a new business venture that has a sports or entertainment element, thinking beyond a business reporter to include sports and entertainment reporters.

Media Distribution Key to a Successful Media Pitch

The biggest error made using media directories is to scatter media distribution widely across a number of news organizations and reporters. Journalists find this approach disrespectful, which casts a poor light on those seeking media coverage.

Once targeted media outlets are identified, find out the correct contact person by contacting the reporter, writer or editor who deals with subject area of the story being pitched. Most of these journalists’ emails can be found on the news organization’s website. Email a reporter that covers a relevant area to comment on one of his or her stories and offer a media pitch or expert surrounding a similar topic.

Paid Media Directories Offer Updated Media Lists

Paid services can also build media lists. These companies, most commonly known as media list brokers, can keep targeted media databases updated. However, talk to clients who have used these brokers to ensure value and most importantly, ask if the paid service keeps its media lists constantly updated.

Consider partnering with a complementary organization to build a media list. Partners may share a media list if a joint media release is issued, when executives face the media from both organizations or when securing media coverage has mutual benefits.

A database can be set up using Microsoft Excel, Access or any other software that allows for the tracking of reporters and changing contact information. The key cells should include the reporter’s name, publication or station, contact email and phone number, what type of stories each covers and any stories the reporter has published.

Creating a media list is easy and the resulting database can be easily modified to meet an organization’s needs. The key is to ensure that the list contains media contacts whose media outlets allow for maximum coverage to reach the specific readers and viewers needed.

The copyright of the article Build Strong Media Lists for Best Media Coverage in Marketing/PR is owned by Shelley Aylesworth-Spink. Permission to republish Build Strong Media Lists for Best Media Coverage in print or online must be granted by the author in writing.

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