How to Create a Media List that Gets Publicity

A good media list helps you bring your company news to the attention of journalists and get publicity. After all, if you are sending out a press release or PR pitch, you want to target the right audience. Below, we show you how to create a media list — one targeting the right people — in 5 easy steps.

What is a Media List?

A media list consists of media contacts from news outlets, magazines and online publications — and specifically ones that attract your potential customers. It contains names, email addresses and other information. Some call it a press list or media contact list.

Why do you need a list? Suppose you are issuing an announcement of a new product, grand opening or other news. With a list you know where to send your news. Most people do individual outreach using their list, and also send releases out over the wire using press release distribution sites[1].

Buy or Create Your Own Media List?

PR pros may need lengthy lists having hundreds or thousands of names and email addresses. It’s possible to purchase media lists — something those in large enterprises might want to consider — using one of the PR tools below.

However, for local small businesses, media lists are often short, sometimes just a dozen contacts. For a small list it is better to create your own so you can target it better. Quality is more important than quantity.

5 Steps to Create a Media List

Here are five simple steps to create a media list. Start by identifying the market you hope to reach with your news. Then identify the media contacts. Next, set up a spreadsheet. Then gather all contact details and other information. Add notes and update your list from time to time. Let’s dig into the details:

1. Define Your Target Audience

The first step to creating a media contacts list is to define the type of people you want to reach with your company news. These will include potential buyers of your products or services, or those who influence purchasing decisions.

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