How To Develop A Media List With POW!

Guest Post :: Do you want to get the word out about your business, product, or service? Looking to create your own contact list for the media?

Publicity is free… if you can entice the media the right way. First, you need a good story. Second, you need a good contact list.

Here are six tips to get you started on developing your own media contact list that delivers.

1. Size doesn’t matter.

Big isn’t necessarily better. Focus on creating a lean, mean list that targets reporters and other media that currently write about what you do and can deliver the message to the target contact list you want to reach.

A solid list of the top 10-30 reporters COVERING YOUR MARKET is all you really need. They can be local, national, or both.

Remember, you have a business to run and ongoing PR requires you reaching out and following up with these contacts list. Be realistic about the best use of your time.

2. Play close to the chest.

Brainstorm which media contact list are best worth your pursuit. For example, if you are a florist, chances are you don’t need automotive reporters.

Are you going after business, leisure, travel, health and wellness, parenting? Do you want to stay hyper local (like DNAInfo) or do you want to try for the New York Times (and if you said yes to the New York Times, note that it may take a lot of knocking to get in that one door. You’ll likely have better luck with smaller, more targeted media.).

Regardless, when starting out doing your own PR, don’t venture too far from your business ‘beat’.

3. Branch out… just a little.

Is there a blog or magazine you really enjoy that’s unrelated to your business? It’s ok to go after media that doesn’t directly link to your product or service, but you will need a compelling reason for why the blog or magazine will want to cover you.

Be creative. If you are a florist who happens to really like a particular automotive blogger, pitch a story about your new biofuel floral delivery van or best seasonal picks for a VW Bug vase.

4. Spend time, not money.

Yes, you could spend upwards of $10,000 a year to purchase media databases, but unless you really need to reach a wide swath of media, this isn’t the best use of your marketing dollars. And, again, how many of these reporters do you really plan to follow up with on a regular basis?

Instead…Internet. Find a PR intern or carve out 20 minutes a day to do a little bit of online research. You can almost always find a reporter’s email if you try. In fact, some even include their email and contact information in their byline.

5. Make friends.

Reporters want news, so be on the lookout… even if it’s not your news. Help a reporter now and then and they’ll be more likely to remember you later.

Here’s an example, a while ago, a friend of mine who is pretty prominent in Chicago society became engaged. With the bride-to-be’s permission, I put a call into a reporter acquaintance that covers ‘Society’ stories. The reporter was grateful. The next time I need to pitch something to her, she may be more receptive because of the ‘scoop’ we delivered to her.

6. Update, update, update.

Reporters move around a lot. Plan to review and refresh your media contact list every six to eight months.

If this all gets too intimidating or you find yourself at 11pm in bed saying, “Darn, I forgot to write that reporter an email today!” then maybe it’s time for some PR counsel.

Orly Telisman is the owner and founder of a full-service boutique PR and media relations firm in Chicago. Her creative communication strategies put your messages in front of your busy audience. With nearly two decades of experience in journalism, public and media relations, crisis communications, and event planning, Orly Telisman Public Relations provides you the expertise and talent that catapults your organization to the next level both offline and online. You have something to say. They get you noticed.