How to build the ultimate media list?
The list of media to whom you will send your press releases is crucial to successful PR
Building strong media lists involves being proactive and strategic. Identify important media and journalists who cover your industry and products. Then, develop relationships over time, and monitor the needs and interests of these media.
To understand your media targets, you will be able to share relevant and compelling information that meets those needs.
1. Define your target audience:
- Who are you trying to reach with your press release?
- What are their interests and needs?
- Where do they get their information?
Knowing your audience will help you target the right media outlets and journalists. It’s a good idea not to send press releases to journalists who are not writing about your topic.
2. Research media outlets and journalists:
- Look for newspapers, magazines, online publications, blogs, and broadcasters that cover topics related to your industry or the subject of your press release.
- Don’t overlook podcasts, bloggers, niche publications and influencers who might be interested in your content.
- Monitor media publications about your product/company, but also similar or competing players.
- Identify journalists who write about topics related to your press release – pay attention to their recent articles and areas of focus.
3. Qualify your contacts:
- Look for journalists who have a history of writing about similar topics.
- Consider their reach, audience demographics, and editorial calendar.
- Research each journalist and outlet to make sure they are a good fit for your story.
4. Get to know your contacts:
- Follow the journalists in your media list to better understand their interests and focus.
- When appropriate, interact by sending bits of information or knowledge that can spark a dialog.
- With knowledge about the individual journalists you can adapt the angle of your story to their interests.
5. Keep your list updated:
- Journalists move jobs and publications change ownership.
- Regularly update your contact information to ensure you’re reaching the right people.
- New journalists enter the field.
6. Be patient:
- All relationships need time to develop. Respect the process, and build your media list into strong relationships that will provide value for your PR activities. Be patient, persistent, and professional in your interactions.
If you’re in a hurry – probably your best bet is to employ a professional PR agency with a history of working with related products/companies. One of their most valuable deliverables is that they will know the media landscape – and can build a media list tailored to your needs.
Investing in your media list is time well spent to make sure that your PR activities will be effective and deliver on your goals.