A media contact list is a valuable tool in delivering your updates to targeted press.
Perhaps you have just started establishing your organisation’s communications unit, or maybe you want to redo your existing database? An updated media list makes sure you are sending your releases to the media who are interested in it.
Many organisations are becoming more targeted in their approach to sending releases or media advisories. The opposite – sending your updates to any and all contacts you have – is commonly referred to as “spray and pray”.
That approach is not recommended but I do think it depends on the nature of your organisation. For instance, when I worked in government communications, I sent most of our statements and advisories to all my contacts. This is because these were announcements on tax-funded projects, which would be of interest to the general public. There were of course more niche statements, e.g an awards ceremony in a specific region which would only really be relevant to people living in that area. In most cases a more targeted approach is the best option.
In this post, we will go through three simple ways to start putting together a list of media contacts for your small business or non-profit organisation.
Know your target audience and identify the outlets they follow
Research your target audience and the outlets they follow. There are several online directories which list media according to region and medium (print, broadcast). Eg in South Africa, Government Communication Information Services’s directory is a good place to start if you are starting from scratch.
Combine directories like these with your own online research and list the organisations who cover topics relevant to your audience, industry and product.
Identify journalists
Once you have listed all the news outlets relevant to your industry, identify specific writers. These are writers who focus on your industry, eg tech or health related. Find out what kinds of stories they cover, and you will be quickly be able to determine whether your news is a good fit. Follow them on Twitter and you will also get a good idea of their areas of interest.
You can contact specific reporters and introduce yourself. During my time in the newsroom, I had contacts who would send me updates which were not always directly related to their company. It could be a news tips or an industry development on a topic they knew I had been following. When I was looking for comment on specific story, these contacts were often top of mind.
Be genuine in your interactions ???? it is very easy to tell when someone says they have been following your work and it’s obvious they have not. This is the classic: “Hi Bronwynne! I read your articles regularly, and thought you might be interested in this *insert random pitch which has nothing to do with anything I have ever written*.”
This is just frustrating for you and the recipient of your message ????
Segment and create your media contact list
You could segment your list by medium (eg online, print), industry or geographical region. It depends on your organisation and kind of news you will be releasing.
Be guided the goal of sending writers news which is of value to their readers/viewers, and you will be off to a good start.
Image credit: Pixabay
