Many startups may not have the budgets to invest in a media database such as Cision or MuckRack when they are first getting started. But, you will need to pitch the media, so that media list is crucial.
It is possible to build a powerful list with some time and research.
It may be less expensive to hire a part-time virtual assistant or an intern to tackle this job.
- Identify your target audience: The first step in building a media list is to identify whom you want to reach. This will help you narrow down the list to relevant outlets.
- Research media outlets: Look for media outlets that cover stories similar to the one you are pitching. You can search online, google the topic of choice. Many media outlets list their contacts for specific departments on their website. Bloggers typically include their contact information on their sites. You can also ask colleagues for recommendations. LinkedIN is a great resource as well.
- Make a spreadsheet: Create a spreadsheet to keep track of all the media outlets you are targeting. Include the outlet's name, contact information (e.g. email address, phone number), and any other relevant details (e.g. the name of the editor).
- Keep it organized: Make sure to keep your media list organized so you can easily refer to it when you are ready to pitch. You may want to create separate tabs or categories for different types of outlets (e.g. print, online, radio).
- Update regularly: Be sure to keep your media list up to date by regularly checking for changes in contact information and adding new outlets as you discover them. Media contacts do change often, so it is vital to keep updating the list.
- When your business can afford it, subscribe to a media database. You will find them to be incredibly helpful and efficient.
