Creating a media list is a great way to get your company’s news out there and attract attention. It’s all about targeting the right people when you’re sending out press releases or PR pitches. So, how do you create a media list? Here’s a simple 5-step guide.
First, let’s understand what a media list is. It’s a collection of contacts from news outlets, magazines, and online publications that your potential customers might be interested in. It includes names, email addresses, and other relevant information. Some people might call it a press list or media contact list.
Why do you need one? Well, if you’re launching a new product or opening a new store, you need to know where to send your news. Most people use their list to reach out individually, and also to send releases through press release distribution sites.
You might be wondering if you should buy a media list or create your own. PR professionals might need long lists with hundreds or thousands of names and email addresses. In this case, buying a media list might be a good idea. But if you’re a local small business, your media list might be short, maybe just a dozen contacts. In this case, it’s better to create your own list so you can target it better. Remember, quality is more important than quantity.
Now, let’s dive into the 5 steps to create a media list.
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Define Your Target Audience: The first step is to figure out who you want to reach with your company news. These could be potential buyers of your products or services, or people who influence purchasing decisions. For example, if you run a local family restaurant and you want to publicize a new menu, your target audience might be local residents who like to dine out and have disposable income. On the other hand, if your business sells financial software, your ideal customer might be a finance manager or someone in an accounting firm. Your target market will be national, consisting of business people who need finance software. The point is, each target is different and consumes different types of media, so your outreach plan needs to be tailored.
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Identify Journalists and Media Outlets: The next step is to identify the media outlets that are likely to reach your targets. You also need to identify the members of the media (journalists, editors) to add to your list. Think about the kind of content they cover and whether they write stories that would get your target’s attention.
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Decide on a List Format: The simplest way to set up a contact list is to create a spreadsheet or Word doc with columns. Include the name of each contact and how to reach them. Add notes about the types of press releases or media pitches that might be most successful with each reporter.
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Begin Adding Contact Information: The next step is to find and enter information for the media contacts. Keep it targeted. A high-quality list of a few of the right people is better for public relations than thousands of media contacts who can’t get you in front of your target audience.
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Update Your Media List Regularly: The final step is to update your list regularly so it will be ready the next time you need it. Add new media contacts, and remove outdated ones. Note when you had a great experience from a story. This helps you focus on media list contacts who are more receptive to your pitches.
In conclusion, a contact list is a valuable tool. It speeds up the story pitching process. When you have all contact details at hand, you’re always ready for PR outreach.
