A successful PR campaign relies heavily on a carefully curated and relevant media list.
Whether you’re managing a crisis, sharing sector news or promoting a product, having a strong directory of journalists and the right publications for the campaign’s audience is essential for securing coverage that drives real results.
So, if you’re new to PR, here’s how to build a solid and relevant media list for your next campaign.
Before you begin collecting names and email addresses you need to have a clear objective and target audience in mind. Knowing who your ideal customer/persona is and the type of media they engage with can inform which publications, journalists and platforms to target.
So, once you have defined your target audience and have an idea of the types of coverage they’ll want, it’s time to find those publications.
The core types of media outlets are:
To really hone in on which publications you want to target, you also need to bear in mind things like the tone, readership, politics and the reach of the publication. This will ensure it aligns with your goals and target audience.
It’s also important to consider the SEO implications of the site you choose. You can use tools such as SE Ranking or Semrush to check a site’s traffic levels and find out which keywords it ranks for - this will give you a good indication of whether or not the site is spammy and how trusted and engaging it is for users.
In addition, don’t always assume a site with high traffic is immediately the better choice, as in some cases sites/publications lower but more relevant/niche traffic will make sure the story has more chance of being featured in front of the right users. It’s all about what’s right for the audience here.
You should also check the site’s DA (Domain Authority), as websites with a higher DA are more credible in the eyes of Google, meaning they are more likely to rank well in search results - you can check the DA of a website using the Moz domain analysis tool. Each mention, link and piece of coverage on these sites also has wider SEO benefits for the source of the story and is again something that will build trust in Google’s and readers’ eyes. You can learn more about link quality and the importance of this here.
Once you have some publications in mind, you need to find the journalist(s) or content creator(s) who cover relevant topics and/or regularly feature in these outlets. You can do this by:
Once you have a number of potential contacts, you need to organise them. Your media list should include information such as:
Armed with this info, you can then also create different versions of media lists covering the different sectors, niches and types of media these journalists cover. This’ll make your future list curation more efficient.
It’s not unusual for a journalist to switch publications, move between job roles, or change their contact details. It’s important to review and update your media list regularly to ensure it remains accurate as outdated details can cause you to lose out on potential opportunities.
Collecting contact details is one thing, pitching to journalists in an effective and worthwhile way is another.
Your media list isn’t just a file with names, it’s the beginning of your media relationships. Take the time to understand their contact preferences and read their work so you can build personalised pitches and secure meaningful coverage.
An organised and well-researched media list is essential for any PR professional. Not only does it save time, but it also allows you to target the right people, with the right message, at the right time.
If you’d like expert help creating a media list or guidance on your next PR campaign, then get in touch with us today.
