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What are the best ways to use data to create a targeted media list?

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If you want to get your message across to the right audience, you need to create a targeted media list. A media list is a collection of contacts from various media outlets, such as journalists, bloggers, podcasters, or influencers, who might be interested in covering your story, product, or service. But how do you find and select the most relevant and influential media contacts for your niche? Data can help you answer that question. In this article, we will show you the best ways to use data to create a targeted media list that can boost your public relations strategies.

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Yatti Soni

Content & Communications Professional | Ex-The Hindu BusinessLine | India Fellow'2016
Megha Vishnu

Senior Strategist - Branding and Marketing | Strategic Communications | B2B Technology
Wajiha Haider

Scaling Brands through 3C's: Content, Community, Conversion | All Things Creative & Strategy @ AdVerb | Getting 10x…

1 Identify your goals and audience

Before you start searching for media contacts, you need to have a clear idea of what you want to achieve and who you want to reach with your media outreach. What is the purpose of your campaign? What are the key messages you want to convey? Who are your ideal customers or stakeholders? These questions will help you define your goals and audience, and guide your data analysis. For example, if your goal is to increase brand awareness among young professionals, you might want to look for data on media outlets that cater to this demographic, such as their topics, tone, reach, and engagement.

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Dr. Prasanth Nair

Ph.D. in Management ? Agile & Strategic HR Leader ? Global Talent Acquisition ? Performance & Retention Management ? HR Transformation ? Training & Development
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Creating a targeted media list with data needs careful goal setting and audience identification. Define your communication goals brand promotion, product releases, or industry insights. Consider demographics, interests and media consumption for your audience. Data analytics can provide audience preferences, behaviour and engagement metrics. Use this data to find media platforms that match your goals and audience. Use media coverage and performance measures to evaluate efficacy. Make sure your media list contains journalists, influencers and outlets that regularly cover your business. Based on data analysis and communication plan changes, update your list regularly.

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Ayesha Sabah

Performance Marketing Manager | Brand Growth Strategist | Expert in Digital Campaigns & ROI Optimization | Specializing in TikTok Shop & E-commerce | Former Brand Manager at SSGC LPG | IoBM MBA Graduate
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Leverage data to create a targeted media list by analyzing audience demographics, interests, and engagement patterns. Utilize customer relationship management (CRM) tools and analytics platforms to identify key influencers and media outlets. Incorporate data-driven insights to personalize your outreach strategy, ensuring relevance to specific audiences. Regularly update and refine the media list based on performance metrics for optimal targeting.

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2 Use data sources and tools

There are many data sources and tools that can assist in finding and evaluating media contacts. Media databases, such as Cision, Muck Rack, or Prowly, are online platforms that provide access to thousands of media contacts and outlets, along with their profiles, contact information, preferences, and coverage history. These databases allow users to filter and sort media contacts by criteria such as location, industry, niche, audience, or media type. Social media platforms like Twitter, LinkedIn, and Instagram are also useful for discovering new media contacts, learning about their interests and opinions, and building relationships with them. Lastly, Google Analytics can be used to track and measure the performance of your website and online campaigns. This tool can help you identify which media outlets are driving the most traffic, conversions, or revenue to your website that are aligned with your goals and audience.

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3 Analyze and segment your data

Once you have collected data from various sources and tools, analyzing and segmenting it is essential to create a targeted media list. Analyzing data involves finding patterns, trends, insights, and opportunities that can help you improve your media outreach. Segmenting data means dividing it into smaller groups based on common characteristics or criteria. For instance, you can segment your media contacts by media type (e.g. print, online, radio, TV, or podcast) to match your content and budget preferences. You could also segment them by media outlet (e.g. The New York Times, Forbes, or TechCrunch) to focus on the most authoritative, credible and far-reaching ones in your niche. Additionally, you could segment them by their role, name, email, phone number, social media accounts or bio to personalize your pitch and communication.

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4 Prioritize and update your data

After you have analyzed and segmented your data, you need to prioritize and update it to create a targeted media list. Prioritizing data means ranking your media contacts based on their relevance, influence, and responsiveness to your media outreach. You can use a scoring system or a matrix to assign values or categories to your media contacts, such as high, medium, or low priority. Updating data means keeping your data accurate, current, and consistent. You can use automation tools or manual checks to verify and update your data regularly, such as adding new media contacts, removing outdated ones, or changing contact information.

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Wajiha Haider

Scaling Brands through 3C's: Content, Community, Conversion | All Things Creative & Strategy @ AdVerb | Getting 10x Engagements | Open for Strategy Sessions
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- I like to update my Notion dashboard with all the data every 2 months - because there are chances that the POC might have changed. - Update data from various sources such as social media, customer databases, and website analytics. I use Lusha, and other tools to check this. - Segment data based on demographics, location, interests, behaviour, and buying patterns

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5 Use data to pitch and follow up

Finally, you need to use your data to pitch and follow up with your media contacts. Pitching involves sending a tailored and compelling email or message to your media contacts, asking them to cover your story, product, or service. Following up means sending a reminder or thank you email or message after the initial pitch or once they have covered your story, product, or service. You can use data to improve your pitch and follow up by addressing the media contacts by name, mentioning their media outlet and recent work, highlighting the benefits of your story, product, or service for their audience and niche, providing relevant and credible data such as facts, figures, testimonials or case studies to support your story, product, or service, including a clear and specific call to action such as requesting an interview, review or feature and tracking and measuring the results of your pitch and follow up like open rates, click rates, replies, coverage or feedback. Leveraging data to create a targeted media list can help you reach the right media contacts, boost your chances of getting coverage and enhance your public relations strategies. By following these steps you can utilize data to find, select and communicate with the most pertinent and influential media outlets for your niche.

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Yatti Soni

Content & Communications Professional | Ex-The Hindu BusinessLine | India Fellow'2016
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Having a good insight into the beats that journalists follow and cover - can be a great advantage for your brand. Spray and pray is not the strategy you want to use in PR because it rarely works and creates a bad rep for you. You want to be considered a valuable resource for journalists, so reaching out with a good understanding of their work is important.

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Megha Vishnu

Senior Strategist - Branding and Marketing | Strategic Communications | B2B Technology
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Do not consider a media list as an absolute guide to pitching. There are too many nuances to a journalist’s interests, responsibilities and areas of coverage to capture in a list. Use a media list as a basic reference point, and do independent research before each pitch goes out.

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Wajiha Haider

Scaling Brands through 3C's: Content, Community, Conversion | All Things Creative & Strategy @ AdVerb | Getting 10x Engagements | Open for Strategy Sessions
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- Identify groups of people who are most likely to be interested in your brand or product. Create a personalised pitch deck, and move ahead with a personalised template. - Use this information to create a targeted media list. You can use emails for B2B outreach, and maybe Instagram or WhatsApp campaigns for B2C/D2C outreach.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Michel Archange Messi

Architecte de votre croissance digitale | Expert en marketing digital et e-commerce |Coaching
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Commencez par une liste de base. Commencez par une liste de médias qui sont susceptibles d'intéresser votre public cible. Vous pouvez utiliser des sources telles que les classements des médias, les listes de médias recommandées par vos partenaires. Affinez votre liste. Au fur et à mesure que vous collectez plus de données, vous pouvez affiner votre liste pour cibler encore plus précisément votre public cible. Vous pouvez utiliser des outils d'analyse de données pour vous aider à identifier les médias qui sont les plus susceptibles d'atteindre votre public cible. Testez votre liste. Une fois que vous avez créé une liste de médias, testez-la pour voir si elle fonctionne.

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Alberto Nicolás Casado

Regional Sales Director leading Latam growth at Mobupps
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Also, use media analytics to identify influencers and journalists who cover topics related to your industry. Look at follower count, engagement rates, and the types of content they share. Media monitor tools also can help to match the topics.

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Lakmini Wahalathanthri MBA

Financial Member Solution Advisory
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To create effective targeted media lists, start by defining your audience and using analytics tools for insights. Segment your audience, monitor media outlets, and leverage databases to access journalist contact information. Analyze engagement history, gather feedback through surveys, and conduct competitor analysis. Utilize keywords for online discovery and stay updated by regularly refining your lists. This comprehensive approach ensures accurate and relevant outreach based on data-driven insights.

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Lakmini Wahalathanthri MBA

Financial Member Solution Advisory
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To create effective targeted media lists, start by defining your audience and using analytics tools for insights. Segment your audience, monitor media outlets, and leverage databases to access journalist contact information. Analyze engagement history, gather feedback through surveys, and conduct competitor analysis. Utilize keywords for online discovery and stay updated by regularly refining your lists. This comprehensive approach ensures accurate and relevant outreach based on data-driven insights.

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Lakmini Wahalathanthri MBA

Financial Member Solution Advisory
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To create effective targeted media lists, start by defining your audience and using analytics tools for insights. Segment your audience, monitor media outlets, and leverage databases to access journalist contact information. Analyze engagement history, gather feedback through surveys, and conduct competitor analysis. Utilize keywords for online discovery and stay updated by regularly refining your lists. This comprehensive approach ensures accurate and relevant outreach based on data-driven insights.

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What are the best ways to use data to create a targeted media list?

1

2

3

4

5

6

1 Identify your goals and audience

2 Use data sources and tools

3 Analyze and segment your data

4 Prioritize and update your data

5 Use data to pitch and follow up

6 Here’s what else to consider

Business Communications

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What are the best ways to use data to create a targeted media list?

1

2

3

4

5

6

1 Identify your goals and audience

2 Use data sources and tools

3 Analyze and segment your data

4 Prioritize and update your data

5 Use data to pitch and follow up

6 Here’s what else to consider

Business Communications

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