The Perfect Media List – First Step in PR Success

Posted by on Apr 30, 2015 in Public Relations

media list

By Rhiannon Seider, Business & New Media Specialist

Media outreach is often the bread and butter of a public relations program. Of course, there’s a lot more that goes into a successful campaign, but if your content isn’t shared, it doesn’t matter how great it is. The first step in spreading the word is a solid media list.

Why Media Lists Matter

The media list is arguably the most important part of any media outreach program. It is essentially a go-to database of contacts for every outlet you want content published in, and a well-researched media list can be the difference between a decent campaign and a great campaign.

media listAs every organization is different, every media list should be different. The target audience and messaging should be used as a guide to build a customized list. The more aligned the contacts on the list are with the program goals, the more likely you are to be successful.

All About the Research

The first step in building a perfect media list is research. Every contact included on your list should have the potential to cover your pitch, and the way to ensure this is through diligent research.

media listAn online database is a useful tool for finding the publications that you want to target. While a database can be a huge help, it should only be used as a starting point for building a list. Most publications, especially larger ones, have multiple reporters who cover the same beat, so finding the right contact is largely up to you. Taking the time to read each publication to figure out which contact is right for your client is essential.

A few questions to keep in mind when researching a publication:

“Who has written about my client in the past?”

“Who has written about their competitors?”

“Who covers topics that are most aligned with my client?”

If you take the time to answer those three questions, you are putting yourself and your client at a huge advantage.

Organization is Key

A media list is bound to get long, so keeping it neat and organized is important. The time spent researching different types of publications and outlets should be reflected in your media list. If you have your list organized according to publication type and size, it will be easier to find the correct contacts when you need them.

disorganizedHaving your media list organized can also help you spot gaps in your list. While a list may look full when all of the contacts are grouped together, once you start segmenting it out, it is easy to identify the areas in which you’re lacking.

Another important element is a section to add notes about each contact. While notes are not necessary for every contact, it is helpful to know which contacts have written about your clients or their competitors. You can also add in anything else you know about the contact that may aid you in the pitching process. Mentioning that a reporter is particularly unfriendly towards PR people, for example, can help your colleagues prep for a call or tailor an email to address the person in the best possible manner.

Great PR involves forming relationships with the press, and keeping notes in your list can help build and maintain those relationships.

Stay Up-to-Date

Creating the perfect media list is a lengthy process that is never completely finished. It is important to consistently go through and update your list. In such a fast-paced media landscape, publications and contacts change rapidly, and you need to make sure your list reflects these changes. Updating contact information and adding notes can go a long way to make sure your media list is relevant.

A great media list requires a substantial amount of time and effort, but, when it is done right, it can become one of the most important tools you can have.

 

3 Comments

  1. seo plugin
    October 11, 2016

    Hello Web Admin, I noticed that your On-Page SEO is is missing a few factors, for one you do not use all three H tags in your post, also I notice that you are not using bold or italics properly in your SEO optimization. On-Page SEO means more now than ever since the new Google update: Panda. No longer are backlinks and simply pinging or sending out a RSS feed the key to getting Google PageRank or Alexa Rankings, You now NEED On-Page SEO. So what is good On-Page SEO?First your keyword must appear in the title.Then it must appear in the URL.You have to optimize your keyword and make sure that it has a nice keyword density of 3-5% in your article with relevant LSI (Latent Semantic Indexing). Then you should spread all H1,H2,H3 tags in your article.Your Keyword should appear in your first paragraph and in the last sentence of the page. You should have relevant usage of Bold and italics of your keyword.There should be one internal link to a page on your blog and you should have one image with an alt tag that has your keyword….wait there’s even more Now what if i told you there was a simple WordPress plugin that does all the On-Page SEO, and automatically for you? That’s right AUTOMATICALLY, just watch this 4minute video for more information at. Seo Plugin

    Reply
  2. garcinia cambogia results youtube
    October 11, 2016

    THIS ULTRA STRONG GARCINIA CAMBOGIA EXTRACT with
    80% Hydroxycitric Acid is the best natural
    supplement for weight loss.

    Reply
  3. Going Here
    October 31, 2016

    I just want to tell you that I’m all new to blogging and site-building and truly savored this blog. Likely I’m going to bookmark your blog . You certainly come with impressive articles. Regards for revealing your web site.

    Reply

Leave a Reply