Media lists are not the most exciting parts of PR, but a well-put-together media list is a crucial piece of any successful campaign. No matter if you are informing about a new product launch, or offering commentary for a developing industry story, the excellence of your media list will be relevant as regards the quality and quantity of coverage you want to ensure
Understand your client´s target media
One of the best actions you can take when you start working with a company is to identify their target media. What we need to do is to create an excel document, compile all the industry and vertical trade publications and determine the appropriate contact at each outlet. If your client works in multiple verticals, you will design a separate sheet for each vertical. Maintaining a well-organized media list will help not only you but also your fellow team members. Creating a media list from scratch results a huge time investment, but remember, the earlier you organize the whole work, the more time you will save in the long-run.
Always Monitor your Media on Social Media Networks
If you use twitter, don’t be shy and give a follow to the journalists you have identified there. Journalists who take the time to be active on twitter are giving you a golden opportunity to get to know them on a deeper level. By monitoring their activity, you will have a better understanding of each person’s areas of interest. With a stronger grasp on their personality, you will be able to write tailored pitches that are genuine and personal. Which hopefully will give you a higher chance to create a strong working relationship for years to come.
While researching your client’s media list, you might be tempted only to include each contact’s title and email address. These are necessary details to count for, but if you are looking forward to a more comprehensive list, it is better to go one step further. When you are researching each media member, take your time there and include a note section on each person’s beat and what they have been writing about lately. Then more pertinent information you add, the better.
A great media list is always alive and evolving continuously. As time goes by, the media landscape shifts, and journalists’ interests change. Because of this, try to take time off every couple of weeks to trim and update the areas of your list that need attention. Most likely, you will want your media list to be the best possible representation of the current media landscape.