You're a PR professional who needs to manage media lists. What's the best tool for the job?

Cision: -Comprehensive media database tool -Provides detailed information on journalists and media outlets Muck Rack: - Connects with journalists and influencers - Offers insights into social media activities Hey Press: - Simple tool for finding relevant journalists - Provides contact information Prezly: - PR software for managing media contacts - Streamlines communication and campaign tracking MyMediaInfo: - Media database tool with extensive information - Efficiently creates and manages media lists Google Sheets or Excel: -Manual approach for customization -Cost-effective solution

In my experience, Cision is the most complete tool, through Muckrack comes at a close second. But at the end of the day, no tool can prepare a press list like an actual PR professional. Lists need constant updating, finessing, analysis, and thoughtfulness.

The most effective media list tool is built on relationships, rapport, a robust recall, compelling stories, and continuous communication. Amidst the plethora of platforms and tools, the enduring foundation of public relations remains paramount.

As someone who receives almost every PR announcement for the SMB space, here is my advice on the "best tool for the job." The answer is you. I am inundated with emails from strangers pitching guests for my podcasts or letting me know about the latest gadget for business owners that is "under embargo" for the next 48 hours. I delete 99% of those emails without ever reading them. The follow up emails, the ones that push the initial email to the top of my spam folder? I don't read them either. Connect with me on social media. Let me get to know your name and what you do. Your business should be a dialog, not a monolog. Then, I'm more than happy to work with you. Let's have fun at what we do and not be peddlers.

With budgets getting cut, and subscriptions being on the chopping board, I always aim for basic tools available to office space. Keeping that in mind, I hands down vote for excel or spreadsheet to maintain the media contacts and neatly arrange the data in different sheets. It’s easily available as a part of G- suite or MS Office and you can bookmark them for convenient updating and later viewing. Keeping it SIMPLE is my MANTRA!

Media list development tools are essential and I agree with the two comments above, however, in order to have success with your media outreach, you can’t just rely on the list of reporters and outlets you created using your list development tool. You have to read what the reporter writes about to get a good understanding of what they cover and what interests them. I can’t stress this enough. Checking their X (Twitter) is also very helpful in understanding their interests. Using a list development tool is just a start; you have to read what they write about.

Las herramientas de listas de medios son eso: Herramientas. Nos ahorran tiempo y energía, algunas nos permiten realizar seguimiento, administrar data etc. El trabajo en sí lo realiza el profesional de Relaciones Públicas llevando a la practica estrategias y acciones de relacionamiento con las personas que administran y gestionan la noticia. En Relaciones Públicas, la gestión de medios va de la mano con la gestión de redes y demás canales de comunicación.

There are a variety of media list database tools available, most of which will provide a brief description of the outlet and contact information for reporters. But these lists should be considered the starting point. Use them to begin your own research, review the outlet online, read/watch/listen to the stories previously produced by the contact you are considering. The more you know about the outlet and the specific reporter the more valuable the list becomes.

A surprising number of PR pros do not subscribe to media list tools. They are expensive often outdated. The nice feature of Muckrack is that latest stories by reporters are tracked.

Acredito que muito mais do que contatos e nome do jornalista, seria legal ter o Linkedin de cada, por exemplo. Explico: as ferramentas de mailing s?o muito básicas. Indicam e-mail, veículo e editoria do jornalista. Mas a editoria de Negócios, por exemplo, é muito ampla. Quais s?o os assuntos que interessam a ele? No LinkedIn, eles costumam publicar matérias recentes. Outra ideia seria ter um compilado das matérias recentes escritas por eles, assim isso pode direcionar os profissionais de RP, principalmente aqueles que est?o em come?o de carreiro. é muito ruim quando um assessor liga para um jornalista vendendo uma ideia de pauta que n?o faz sentido nenhum para ele. Isso pode criar um abismo na rela??o de ambos.

In my experience, beyond the feature matrix, it's crucial to consider the specific needs and workflow requirements of your PR activities. While a feature matrix provides a structured comparison, it might not capture the nuances that make a tool truly effective for your unique circumstances. Additionally, seeking user reviews and testimonials can offer valuable insights into the practical usability and real-world performance of each tool. It's essential to prioritize aspects that align with your organizational goals and team dynamics, ensuring that the selected media list tool seamlessly integrates into your daily operations.

Like with everything in life you generally get what you pay for. Avoid the very cheapest on the market their contacts will be out of date. Consider your needs and decide whether you or your clients really need all of the extra analysis and graphic reporting, or whether your marcomms budget would be better spent elsewhere.

[Openoffice Calc] Be patient and fill out a spreadsheet with all the data accumulated over your career. As a bonus, it's free.

It's important to remember that while the matrix offers a quantitative comparison, qualitative aspects such as user experience and customer support are also vital. I suggest adding a column for user reviews or testimonials, as this can provide insights into the real-world application and effectiveness of each tool. It’s also worthwhile to consider any recent updates or innovations the tools have introduced, as these can significantly impact their overall performance and utility.

Don't forget there is a cost and a price to pay. Some platforms offer good payment terms for new customers and then whack up the costs the following year. Do some research amongst your fellow PR professionals and see what they would recommend. Some of these media list databases provide additional support such as social listing which is something all businesses should be looking at as social media has a greater influence on digital PR and advertising decisions.

At PPZ, we optimize media list tools for strategic PR in asset management and shopping center marketing. For instance, promoting a shopping center involves targeting media contacts in retail, tailoring pitches to their interests for effective coverage. We segment our contacts by industry and location, like focusing on culture enthusiasts for specific interest groups within the communities we intend to build. Tracking and managing interactions with these contacts help us build a narrative over time. It's about creating a story around our assets, whether it's a shopping center's community impact or a tech park's innovative environment. This storytelling approach fosters deeper relationships and often results in more meaningful coverage.

Effectively using a media list tool involves strategic planning and continuous refinement. Start by defining clear goals aligned with your PR strategy. Research contacts thoroughly, understanding preferences beyond basic information. Leverage segmentation and filtering features to target specific demographics for tailored outreach. Consistent tracking and interaction management are crucial for building relationships. Engage in meaningful, personalized communication to foster rapport and increase coverage potential. Regularly measure and analyze results to assess the tool's performance and identify areas for improvement. This iterative approach ensures your media list tool remains a dynamic asset in PR efforts.

At PPZ, we optimize media list tools for strategic PR in asset management and shopping center marketing. For instance, promoting a shopping center involves targeting media contacts in retail, tailoring pitches to their interests for effective coverage. We segment our contacts by industry and location, like focusing on culture enthusiasts for specific interest groups within the communities we intend to build. Tracking and managing interactions with these contacts help us build a narrative over time. It's about creating a story around our assets, whether it's a shopping center's community impact or a tech park's innovative environment. This storytelling approach fosters deeper relationships and often results in more meaningful coverage.

No construyas la casa por el tejado. En las relaciones públicas, el periodismo o cualquier rama de la comunicación, es crucial mantener conexiones personales a través de los canales clásicos como llamadas telefónicas o invitar a comer al medio o profesional que se desea persuadir. Estas interacciones humanas ofrecen un toque personal y fomentan la confianza, y son fundamentales para una comunicación clara y efectiva. Aunque las herramientas modernas son esenciales, no deben eclipsar la importancia de los métodos tradicionales.

Since the day I began my journey as a PR professional in Malaysia, I always refer to Telum as my main tool to manage my media lists. Telum's "Power Search" feature has helped me filter media lists tailored to any kind of outreach that I need for clients. Even so, it's imperative to keep in touch with media relations you've built over the years as you adapt to the changing media landscape for different industries and sectors.

to improve your media list skills one must do the following: - Read industry specific articles to stay updated on the articles and the bylines, journalists could change their beats or writing style and it is important to track their stories - Get to know key journalists from specific publications and have a good relationship by offering them good stories of your company or clients. This ensures they reach out to you rather than you chasing them for stories in the long run - Follow them on key social media platforms to ensure you track their journey

It makes very little sense to have a media list without knowing what the specific interests of each media member are. A list give you names and addresses. What you really want are copies of the last ten articles that writer published---because then you will know which of your stories will actually have a chance of getting their attention. There is no short cut to doing the work.

Learn from Experts: Follow industry leaders like Neil Patel and Rand Fishkin. Read their content and gain insights into effective media relations. Attend Webinars: Participate in webinars by organizations like PRSA to stay updated on the latest trends and best practices in PR. Seek Feedback: Request feedback from journalists or influencers to refine your approach and enhance your media list strategy. Stay Informed: Follow reputable sources such as PRWeek and Harvard Business Review to stay informed about industry developments. Adapt to Trends: Monitor social media for emerging trends, like the rise of short-form video on platforms like TikTok, and update your media list accordingly.

Across organizations and companies everyone does the list differently. There are dozens of tools and softwares. The key I think is to treat the list like a customer list. Use a great CRM. Know your media, listen to them, connect with them. Be there for them when you don't need anything from them. A list on its own has no soul. So many lists are sloppy. If you have a list, audit it, tighten it. It's not about numbers and quantity it's about relationships and the quality of the list.

Like any other tool, these platforms are only as effective as their users, and you always need to remember that the best relationships with media will almost always be at a human level. Media lists will always be invaluable for those looking to expand their reach, but nothing will beat the one-on-one links you can build with a range of opinion-formers whose tastes and interests you know and understand

Media list tools should help you find contact information or suggested reporters. But they shouldn’t generate the bulk of your media list. Get out there and do the research yourself to see who is covering your industry, your competitors, or your company. That includes national, local, and trade outlets. Identify those reporters and that’s how you will have the best media list. It will be a lot more accurate, and you’ll have a lot more success, than having 13 writers covering the same beat from one outlet on your media list.

While great tools exist, it's essential to move beyond mere lists. Actively engage with your media contacts through meetings, conversations, and timely updates. Build and maintain close relationships with your media contacts, and don’t just send bulk Bcc messages, make them personal!

I often say that PR isn't hard to do, but it's hard to do WELL. There are certainly tools that make it easy to build media lists like Muckrack and Cision, but strong PR pros don't just work off of lists alone. Read, research, get to know the person on the other side of the byline by digging deeper. I strongly encourage my team and other PR pros to go beyond the database. Follow folks on Insta, Twitter, Discord, LinkedIn and other places that folks congregate online. Leave comments on their articles, send media contacts a congratulatory note when they publish a piece that you've particularly enjoyed - whether they're within the vertical or category you're pitching or not. A mere list is just the first step, don't let it be your last.

In my own experience, nothing beats a "down and dirty" Google search and an Excel spreadsheet. There are tons of useful tools out there to help you quickly identify possible targets for a pitch, but at the end of the day, you need to do your own homework and can't rely on an out of the box tool for managing media lists. Especially in a B2B tech space, if your media list gets too long to manage in an Excel doc, it's likely you're not being targeted enough in your outreach.

Rather than depending on any development tool, we should build relationships and maintain them through regular interactions. For this, we need to keep track of their stories, interests in articles themes, etc. Blindly following a readymade list will take us nowhere.