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Marx Communications

How to Create a Powerful Media List

How to Create a Powerful Media List

A media list (also known as a press list or media contact list) is a document that contains a list of media contacts, such as journalists, reporters, media influencers, bloggers, and other types of media. They're useful for compiling a list of persons to whom you may send a press release or an article.

Keith Peterson
Last updated: Dec 06, 2021 | Nov 30, 2021

Table of Contents

A media list (also known as a press list or media contact list) is a document that contains a list of media contacts, such as journalists, reporters, media influencers, bloggers, and other types of media. They're useful for compiling a list of persons to whom you may send a press release or an article.

Media contacts from a given geography and/or industry are generally included in PR media lists. Some are more general, such as a national media list that includes contacts from around the United States.

Because receiving press coverage depends on pitching the correct media contacts, we've compiled a list of everything you need to know about media lists, discovering relevant media contacts, and efficiently constructing your own focused PR list.

Determine Who Your Target Market Is

Determine Who Your Target Market Is

You're expecting that your story will get up in front of your target audience if you try to gain press coverage. What are their names?

It's a basic question that's often missed.

What kind of people would you like to read your story? What's more, where would your tale have to be in order for them to find it? Which websites, blogs, news sites, newspapers, and other publications are commonly visited by your target market?

Knowing which media contacts to add to your media contact list is the first step in figuring this out.

Choose Which Contact Information to Include

Choose Which Contact Information to Include

Your public relations list should have all of the information you'll need to properly contact the people on your list.

The following items are usually found on most media lists: First and last name, Name of last name, Name of media outlet/publication/blog, Function (journalist, blogger, etc.), Beats/topics covered (try to be as specific as possible, e.g. "natural cosmetics" rather than "cosmetics" or "beauty/healthcare")., Location and Email.

Make a Decision about Where You'll Retain Your Media Contacts

Make a Decision about Where You'll Retain Your Media Contacts

Before you begin your search, consider where you want to put your media list once you've determined the contacts and details you're looking for.

You're probably familiar with how an Excel or Google spreadsheet works and appears. When using PR CRM software, here's how media contact management differs.

Make a List of Media Contacts and Add Them to It

Make a List of Media Contacts and Add Them to It

Method #1: Using Google and platforms like Twitter and Linkedin's built-in search functions, you can manually find media contacts. Try searching for "tech reporter" or "food blogger Toronto" as examples.

Simply type "[keyword] editor" or "[keyword] journalist" into the search box, substituting the keyword with the relevant phrases.

Method #2: Identifying the media outlets you want to target and finding the proper people working there is another technique to uncover relevant contacts. You may find out by searching for your competitors or firms that are comparable to yours using Google News or SEO tools like Semrush.

Once you've compiled a list of potential media contacts (which can be done quickly with a database), you can do some additional Googling to locate the juicy information that could make or break your media pitch.

Why are Media Lists Important?

One of the most typical ways to contact with a journalist is through a media release, which is a tried and true PR approach for getting your story in the news. Sending a blanket email with your media release to hundreds of journalists in the hopes of getting attention is a common mistake. Journalists receive hundreds of media releases each day, and if it isn't relevant to them, they are unlikely to read it. Invest time in establishing a targeted media list to improve your chances of getting attention. The purpose of media lists is to help you identify the essential media contacts in your business who might be interested in your press releases and story ideas.

How Does PR List Work?

A PR list is a company's ultimate contact list. It is comprised of the top media contacts, press members, and, yes, even influencers who can assist you in getting the word out to the proper people.

It's also not enough to simply have a long list. These are the people who should always be able to help you out. Each contact should have an audience that matches your ideal potential consumer, and they should have previously hit a few home runs for you in previous campaigns (I know, I'm mixing metaphors, but these people should be gold miners who can slip into home plate for you!).

Reaching out to news organizations, sponsoring events, holding special events, visiting tradeshows, and even reaching out on social media are all strategies to build a PR list. Someone from social media or public relations may also bring their contact list to introduce new people to your brand. This public relations list is a significant resource that should be kept in your CRM or content management system.

How Long Does it Take to Make a Media List?

I've helped over 5,000 firms pitch media and get coverage using the same method. Starting conversations and developing a good relationship with a journalist will take roughly 3-6 months.

Keith Peterson | I'm an expert IT marketing professional with over 9 years of experience in various Digital Marketing channels such as SEO (search engine optimization), SEM (search engine marketing), SMO (social media optimization), ORM (online reputation management), PPC (Google Adwords, Bing Adwords), Lead Generation, Adwords campaign management, Blogging (Corporate and Personal), and so on. Web development and design are unquestionably another of my passions. In fast-paced, high-pressure environments, I excel as an SEO Executive, SEO Analyst, SR SEO Analyst, team leader, and digital marketing strategist, efficiently managing multiple projects, prioritizing and meeting tight deadlines, analyzing and solving problems.


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