Just as you can’t imagine a painter without a brush, it’s hard to imagine a good PR professional without a media list. A media list is a database of contacts—journalists, editors, and other key media professionals. It’s used for sending press releases, inviting media representatives to PR events, or for any situation where information needs to be delivered to the media.
Here’s how to put one together quickly and effectively!
Find Relevant Contacts
When building a media list, it’s essential to gather verified contacts of journalists and editors. You can usually find them on media outlet websites, in article bylines, or on LinkedIn. If that doesn’t work, don’t underestimate the power of a good old-fashioned phone call—reach out to colleagues in the industry and ask if they’re willing to share contacts.
Structure Your Data
Media lists are most commonly maintained in Excel spreadsheets, Google Sheets, or CRM tools. The information you should include:
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Full name of the journalist
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Media outlet or media group
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Position
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Email
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Phone number
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Address
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Notes on preferred communication methods, topics they cover, and other relevant details
It’s a good idea to segment contacts based on the areas they cover—such as politics, business, lifestyle, etc. This will help you tailor your list depending on the type of news you’re sending out.
Regularly Update Your Data
They say a PR pro is only as good as their media list is clean and up to date. The media industry is fast-moving—journalists frequently change outlets or leave the profession altogether. That’s why it’s important to periodically follow up (e.g., after sending a press release) with a phone call to confirm that the contact information is still accurate. Otherwise, your press release might end up in the spam folder.
It’s also crucial to comply with privacy and data protection regulations. You should never share your media list with third parties, and if someone asks to be removed from it, be sure to do so.
