One of the most time-consuming challenges in public relations is managing the media list – one of the basics for distributing a successful press release. Media contacts are constantly changing. Journalists change coverage areas, work locations, become freelancers or leave the profession. A contact that was once reliable can become stale, leading to email bounces, missed opportunities – or your message falling into the wrong hands.
Keeping a media list up-to-date requires more than sporadic updates. It requires continuous monitoring, relationship building and access to real-time data. Without a reliable system to track journalists’ movements, your press distribution risks becoming ineffective.
For communicators, this means that the media list is never ‘finished’ – it is a living resource that needs to be maintained. Whether you build your list yourself or use external databases, you should see it as a strategic asset, not just a spreadsheet of names and addresses.
At NewsMachine, we’ve developed a set of tools to help you keep track of media contacts – and make your PR work easier and more accurate.
1. NewsMachines media database
NewsMachine’s database of media contacts makes it easy to build and maintain your media list. You get access to a constantly updated network of journalists, editors and media outlets in a variety of subject areas and geographical regions.
Instead of starting from scratch, you can search the database using filters such as country, media type, subject area or specific media. You can also refine your search based on the journalist’s role or previous coverage, to ensure you target the right contacts most likely to pick up your story.
Because the database is continuously maintained and updated, you avoid the common problems of outdated contact details – bouncing in emails or missed opportunities. This not only saves you time – it also increases the accuracy of your communication.
With just a few clicks, you can put together a customized media list and either export it or use it directly for mailing via the platform.
2. Mycroft – your AI assistant
Finding the right journalist is sometimes more difficult than writing the press release itself. That’s where Mycroft comes in – NewsMachine’s AI-powered distribution tool.
Instead of manually browsing through directories or guessing who might be interested, Mycroft analyzes your press release and automatically suggests a tailored list of journalists likely to be interested in your particular topic – based on what they have previously written about. Mycroft uses real-time data from current media coverage to match your content with journalists who have relevant interests, coverage areas and history.
The result? Smarter and faster selection, with higher accuracy and fewer irrelevant mailings. You reach the right person, with the right message, at the right time – without spending hours on research.
With Mycroft, you turn a good media list into a sharp and strategic distribution – increasing your chances of publicity and strengthening relationships with relevant editors.
3. NewsMachine Media Search
Media Search is a powerful tool for anyone who wants to build an accurate and relevant media list. Instead of manually searching for journalists – or taking a chance on who might be interested – Media Search helps you find the right contacts based on data, not assumptions.
NewsMachine’s Media Search first displays an overview of all relevant media in a given region, and in the next step you will also get contact details of individual journalists who have recently written about the topic you are interested in.
This means you’re not just building a list – you’re building the right list: with journalists who have actually covered your topic, increasing the chances that your press release will have an impact and lead to publicity.
It’s a smart and effective way to make your PR efforts more targeted, timely and successful – especially when combined with other NewsMachine tools like Mycroft and the integrated press release function.
a. Based on keywords
Media Search analyzes media coverage and identifies media outlets and journalists that have recently published articles containing your selected keywords.
You simply enter keywords relevant to your topic, and Media Search looks for published material containing these words.
b. Based on your search agent
Your media monitoring system includes powerful search agents that you have defined yourself to find relevant articles.
The results from your existing search agent are then used to generate a list of relevant contacts – including editors and individual journalists.
4. PR support – Local PR expertise
In addition to powerful tools and databases, NewsMachine offers access to a global network of local PR experts. In most markets around the world, NewsMachine can connect you with professional communicators who have deep insight into the local media landscape – they know who’s covering what, how best to pitch a story, and what cultural and editorial nuances matter.
These local experts can create tailor-made media lists based on your specific topic, target audience and geographical focus. They make sure your message reaches the right journalists – not just based on title or keywords, but on real relationships, current coverage and editorial relevance.
This service is particularly valuable when you’re launching in a new region, working across borders, or reaching out to niche publications where up-to-date and personalized knowledge is crucial. By combining digital tools with human expertise, NewsMachine helps you create media lists that are both data-driven and localized.