Developing a Press List

An accurate media list may well be one of the most valuable tools used in public relations. A media list is a compilation of newspapers, other print media, TV stations, radio stations, and other electronic media in your area. The list should include:

• Contact person at the publication or station
• Contact person’s title/responsibilities
• Contact person’s mailing and email address
• Contact person’s phone and fax number
• Additional section containing any pertinent information on the reporter/producer you are contacting (i.e., area of interest or beat, best time to contact, best way to contact, etc.)

In the arts, people most likely to cover a story include: Arts Editors, Community/Social Issues Reporters, and Feature/Lifestyle Writers at print publications. At television and radio stations you should contact News Directors, News Assignment Editors, and Producers.

• Compile a list of the media in your area that you think may be interested in your story.
• Find out who generally reports on the same types of stories. You can do this by physically looking, listening to, or watching the media source. Or, you can go to their website and do a little research.
• Add that person to your list. Make sure they are coded in a way that allows you to pull them for a specific campaign (ie. dance reporter vs. visual arts).
• Make sure they receive all pertinent information about your organization – not just press releases. Include them in your annual report mailing and any email blasts you think might have relevance, including email newsletters (don’t forget to allow them to opt-out!
• Make personal contact. Most successful press campaigns are built on personal relationships.

Note: Reporters and producers tend to move around often in their positions. It is important before beginning any media outreach to call or email all the contacts on your list to confirm or update their status at that organization. You can also use the Internet as a resource for updating your list. Make an effort to update any previous lists you have created before beginning any new media outreach project. This way, you are ensured that you are sending your materials to and following up with the correct person.