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How can you create a media list that is tailored to your organization's needs?

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A media list is a database of journalists, bloggers, influencers, and other media contacts who might be interested in covering your organization's news, stories, events, or campaigns. A well-crafted media list can help you target the right audiences, pitch effectively, and build lasting relationships with the media. But how can you create a media list that is tailored to your organization's needs? Here are some tips to guide you.

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1 Identify your goals and audiences

Before you start building your media list, you need to have a clear idea of what you want to achieve and who you want to reach with your media relations efforts. Do you want to raise awareness, generate leads, launch a product, or respond to a crisis? Who are your ideal customers, stakeholders, or supporters? How do they consume media and what kind of content do they prefer? Answering these questions will help you narrow down your media list to the most relevant and influential outlets and contacts for your goals and audiences.

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Juan Fernandez

Director de Marketing y Comunicaciones en WOW! Customer Experience | Diplomado en Marketing Digital
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Define your communication goals: This may include improving brand visibility, reaching new audiences, or managing crises. Know your audience: Consider their demographic characteristics, behaviors, interests, and preferred information channels. Establish key messages: These should align with the organization's goals and be relevant to your audience. Research relevant media: Identify the media outlets followed by your audience. Ensure to select media that are credible and have a solid reputation.

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Noelia Perlacia Rasilla

Todo lo que haces comunica y lo que no haces, también | Deja de ser irrelevante en LinkedIn: posicionamiento, visibilidad y reputación | Reserva una llamada y no lo retrases más.
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Seleccionar los medios más apropiados para una marca supone tener claros los objetivos de visibilidad, notoriedad y posicionamiento a alcanzar y, por supuesto, el tipo de audiencia que se quiere impactar. Debe haber un equilibrio entre medios generalistas, para llegar a un público masivo; medios económicos, si se busca alcanzar a posibles inversores, socios o se busca destacar por el propio negocio y medios especializados por temática, en función del posicionamiento que se quiere consolidar. Otro aspecto importante es localizar los contactos más apropiados dentro de cada medio, en función del contenido que se quiera difundir. Tener en cuenta las necesidades del periodista y el medio es fundamental para conseguir una presencia adecuada.

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Diana Petru

Global Employer Branding Community Manager at Wargaming | Ph.D. in Modern History
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Think where you can find your target audience. Is it reading a glossy magazine or commenting on a beauty influencer’s blog? Then include these media outlets in your media list and start the communication.

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2 Research and segment your media contacts

Once you have defined your goals and audiences, you need to do some research to find and verify the media contacts who cover your industry, niche, topic, or region. You can use online tools, databases, directories, social media, or your own network to identify and collect the names, titles, emails, phone numbers, and social handles of the media contacts you want to reach. Then, you need to segment your media list into different categories based on your criteria, such as media type, outlet, beat, location, audience size, or tone. This will help you tailor your pitches and messages to each segment and increase your chances of getting coverage.

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Bandita Deb

Communications Specialist, APAC @ Lenovo ISG
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Building a targeted media list is imperative. Start by defining your audience and goals. Research outlets covering your industry, analyze their audience and tailor your list accordingly. Stay updated on journalists' beats and interests, and engage with their content. Utilize media databases and tools for efficiency. Regularly review and refine your list to ensure it aligns with your evolving needs. #MediaRelations #PRStrategy

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3 Update and maintain your media list

Creating a media list is not a one-time task. You need to update and maintain your media list regularly to ensure that your information is accurate and current. Media contacts can change jobs, roles, beats, or preferences frequently, so you need to track and record any changes that might affect your media relations strategy. You can use tools, alerts, newsletters, or social media to monitor and verify your media contacts' activities and interests. You should also review and clean up your media list periodically to remove any outdated, irrelevant, or unresponsive contacts and add new ones.

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4 Build and nurture relationships with your media contacts

A media list is more than just a collection of names and emails. It is a foundation for building and nurturing relationships with your media contacts. You need to treat your media contacts as human beings, not as targets or sources. You need to show them that you understand their needs, preferences, and challenges, and that you can offer them value, credibility, and relevance. You need to communicate with them regularly, but not excessively, and provide them with timely, newsworthy, and personalized pitches and stories. You need to follow up, thank, and give feedback to your media contacts, and respect their boundaries and deadlines.

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5 Measure and improve your media list performance

A media list is also a tool for measuring and improving your media relations performance. You need to track and analyze the results of your media list efforts, such as how many pitches you sent, how many responses you received, how many coverage opportunities you secured, and how much exposure, traffic, or conversions you generated. You need to use metrics, tools, or feedback to evaluate the effectiveness and efficiency of your media list, and identify the strengths, weaknesses, opportunities, and threats of your media relations strategy. You need to use the insights and learnings from your analysis to optimize and refine your media list and your media relations goals.

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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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How can you create a media list that is tailored to your organization's needs?

1

2

3

4

5

6

1 Identify your goals and audiences

2 Research and segment your media contacts

3 Update and maintain your media list

4 Build and nurture relationships with your media contacts

5 Measure and improve your media list performance

6 Here’s what else to consider

Corporate Communications

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How can you create a media list that is tailored to your organization's needs?

1

2

3

4

5

6

1 Identify your goals and audiences

2 Research and segment your media contacts

3 Update and maintain your media list

4 Build and nurture relationships with your media contacts

5 Measure and improve your media list performance

6 Here’s what else to consider

Corporate Communications

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