How to build a media list: pro guide to quality coverage

All of the work put into outreach can go out the window if it doesn’t reach the right people. Careful work needs to be done to choose the right contacts to receive each well-crafted message and press release.

Media lists are a key tool for organizing contacts and planning outreach. They will look different for each PR pro based on their personal preferences and the type of work they’re doing and are luckily extremely customizable. Learning how to create and curate a high-quality media list can ensure that your messages get to the right hands, and bring your coverage to the next level.

Quick tips to build a media list like the pros

If you’re on the road to building a strong media list, here is a quick overview of key tips every pro needs to know:

• Take time to select the right format for your lists that best suits your needs.
• Use multiple methods to find relevant contacts for your lists.
• Ensure that your content lines up with what the contact is interested in.
• Make organization a priority when categorizing your lists.
• Look at the pros and cons of buying a pre-made list, but keep in mind the valuable skills that curating your own lists builds.
• Make sure to include the basic info of all your contacts, and consider which additional info could help step up your game and make deeper connections.
• Keep a schedule of when you will review and update your lists to make sure you have current info on your contacts.
• Make sure to have great PR pros behind you who have mastered these skills to build great connections and secure top-tier coverage. 

What is a media list?

PR is nothing without great connections. A media list or contact list is a way of organizing and categorizing contacts to streamline outreach and collaboration. It can be super simple — just contacts organized in an Excel spreadsheet — or more sophisticated — contacts organized on specialized software, broken down into specific niches. No matter the format, organization, or size, it is a necessity for any PR pro.

The must-haves of a media list

The information included in the media list can vary greatly. Most entries for each contact, however, should at least include these basic points:

• Full name
• Outlet (or podcast or show name) with link
• Title or role 
• Their preferred contact method and info
• Beat, topic, or niche
• Social media links (LinkedIn, X (Twitter), etc.)

Read on to find out what other key information can bring your media list to the next level. 

How does a media list help?

Think of media lists as the super-flexible phone book of a PR pro — the one you pencil in yourself, not the one that arrives with a thump in front of your door. It contains all the key information about your media contacts. This allows you not only to keep track of all your contacts, but also organize them for specific outreaches, beats, locations, or other criteria. A single contact can be on multiple lists — NYC, crypto, and accepts interviews, for example — making it easy to pick them for the right outreach. And of course, media lists don’t just contain journalists! They’re also perfect for keeping track of bloggers, podcasters, influencers, personalities, and anyone else who is an asset to your work. 

Picking the right format for your lists

If you’re just starting out, Microsoft Excel or Google Sheets are good options for your lists. You don’t need to know any formulas or cell formatting (though that can be helpful) so getting right into it is painless. Simple clear headers and tabs are all you need for a basic list. Other services like Dazzle, Cision and MuckRack offer more features (at a subscription price) which can streamline searching, filtering, and managing. 

Do your research beforehand to make an informed decision on which program is a good fit. While you can switch between them, it can be a real headache to import contacts from one program to another. You and your team should consider factors like:

• What is the budget? Will this remain stable?
• How many team members will be accessing the list? Many programs only allow for a set amount of users. 
• What type of contacts will be on the list? Some programs might be more focused on journalists, while others may be more customizable to different types of media. 
• How many different lists will be made? Just a few for a single client, or a wide variety? 
• Will you want access to a program that already has a large database of journalists to search through? 

How do you build your media list?

Once the media list is formatted and ready to go, it’s time to fill it with valuable contacts. Before any research is started, it is key to zone in on your target audience. Consider your outreach topic and goals. Instead of just looking for tech journalists, for example, look for tech journalists in the US covering new software. Decide if the coverage goal is specialized outlets or big names, local, national, or international news, mentions or full features, and whatever distinctions or criteria are important to your outreach. Once a specific target group is in mind, you can start exploring contacts. 

There are several tools to help with looking for contacts, but the process will look different depending on what type of media is being targeted. Using a variety of methods is a great way to ensure a wider range of results, so try out a few and see what works for you. In general, some great places to start looking are:

• Google: It is basic but it has to be mentioned. Learning how to Google search well can yield some great results. For instance, if you want to find articles on Forbes that mention crypto (sometimes searching on the site itself doesn’t pull up everything!) use the search format site:forbes.com crypto. Quotation marks to find terms exactly as they are (“crypto prices”) or plus signs to get results that include multiple terms (“crypto” + “new coins”) are other simple ways to get better results. 
• Specific news sites: If you know you want to reach out to someone on TechCrunch, go on the site and search for relevant terms. If your target is medtech journalists, search for articles about similar topics, and see who writes them. Tip: make sure you’re looking at recent articles, and that the journalist is still active there!
• Social media search: Choose related hashtags and search on platforms like X (Twitter) or LinkedIn and see who is talking about your subject. Follow people who repost related content and see who writes about it. 
• Media databases: Many options exist like Dazzle, Cision, and MuckRack and give access to a wide range of contacts, but are usually paid.

Valuable connections go both ways

Of course, you need to make sure that the contact is a good fit for both of you before adding them to any list. Carefully verify if the contact is generally interested in the topic(s) that you want to pitch. Read their bio, check out past articles or content, and even look over their social accounts. A quick way to annoy or even alienate a contact is to pitch them content that isn’t relevant to them. PR is all about mutually -beneficial relationships, so be sure your content will be useful to them too!

Tips for optimal list organization

Big lists of data can get messy if you don’t take care to organize them properly from the start. Deciding how to categorize and divide lists should be a priority. There are several factors to consider when organizing your lists, such as:

• Do you have multiple clients to manage or just one? Can contacts be shared between them?
• Do your outreach targets span across multiple industries or just one? 
• Is location important to your outreach?
• Is your outreach in multiple languages or will it be translated? 
• Do you want your list to work for multiple outreaches (more general) or one specific release (niche)?

What about buying a media list?

Some choose to skip this work and buy a premade media list — that sure can be tempting! In a time crunch, buying a list may seem like the best option, but a quality list can be made with the right tools in not much more time. The thing is, PR is all about valuable connections. While a purchased media list will likely contain some good contacts, it will not be hand-curated to your exact needs. Media connections should be personal. The best way to ensure that every contact fits your needs is to build it yourself. Researching and verifying yourself gives you the confidence that you’re pitching to the right people. Knowing how to navigate the media space and find the right information is a vital skill for every PR professional, and the best way to build this skill is to simply research and explore.

Extra list items to change the game

Flexibility is the name of the game! Media lists should absolutely look different for each PR professional. Each PR pro needs to evaluate what info is most relevant to their client, work, and outreach. Lists and what is included will likely evolve over time, and it is important to consistently take stock and make sure the list is meeting your individual needs. Some additional info to include could be things like:

• Their preferred name (Rebecca likes to be called Becca) or pronouns 
• Links to relevant work (past articles/posts/interviews)
• Personal interests (this could be a fun intro to a pitch!) 
• If they’ve worked well with embargos before (unfortunately, not everyone is great with these)
• Time zone and location (you don’t want to pitch them at 2:00am)
• Preferred time/day to receive pitches 
• Other pitch preferences (ideal length, if they like follow-ups, their general response time). You can sometimes find these preferences on their social media channels or a contact database like MuckRack
• The region they generally write about (it may not be where they live)
• Recent job changes/promotions (congratulations may be in order)
• Your previous contact/interactions with them
• How you found them 

Building a media list may seem a bit daunting, but you can start small and expand as you go. It is a task you can start from your first days in PR, and continue to cultivate deep into your career. Connections are everything, and getting started early gives you a strong advantage.

How often should a media list be revised? 

All of the top PR agencies use media lists as living documents. As you follow media and trends on news sites, X (Twitter), LinkedIn, etc., note if the contact moves outlets or new professionals join the space. It is key to remain in the industry area and keep an eye on what’s going on so your list stays as up-to-date as possible. Accurate lists = more coverage. 

Beyond normal updates, lists should be given a full once-over every few months. Media pros are constantly moving around, starting new projects, and covering new beats. Though it will take some time, it’s a good idea to go through the lists and check what updates need to be made.

Getting an “email bounced” notification after sending a well-written pitch feels bad. Updated contacts can save the frustration. 

The right PR team behind the outreach

This all may seem daunting, and it certainly can be! PR activities are a lot to manage and require pros who have the experience to make the best connections and secure top coverage. Every company should showcase their unique voice and expertise to increase awareness and reputation. PR agencies like SlicedBrand can ensure that the proper work is being done to get companies the visibility they deserve. If you’re looking for an experienced team of PR pros to take your brand to the next level, reach out to SlicedBrand today.