Building a Media List: the Basics and Beyond

Media relations success hinges on more than planning a memorable campaign or killer promotion. The truth is, it doesn't add up to much if you're unable to get the word out to your audience. The rise of social media means that nowadays, bloggers are joining journalists as key influencers. The question media relations professionals wrestle with – How does one successfully reach the appropriate journalists and bloggers?

Media outreach – tips for building rapport
Just like you, journalists and bloggers are people. A little rapport can go a long way.

• Do your homework. Take the time to research articles and posts that the journalist or blogger wrote within the past month or two. When it comes time to pitch your ideas, you'll be able to target those most likely to write about your brand or company. While most journalists respond favorably to emails, others prefer fax or even phone. For bloggers, try commenting on their blog to see what items and press releases they will accept.
  
• Forgo untargeted email blasts. No one wants to be inundated with large amounts of “spam” unrelated to their priorities and interests, especially when a deadline looms. Target only journalists and bloggers within your niche and limit the amount of times you hit a journalist or blogger with the same bit of material. Journalists want to get relevant releases and bloggers want to be contacted about stories and pitches crafted with their audience in mind.
  
• Provide timely and relevant information. John Biggs, editor-in-chief at Crunch Gear, suggests putting all the information in the pitch, including images, links, or a “walk through of your interface”. Although Biggs speaks specifically of messaging to bloggers, the suggestion appears equally useful for reaching out to journalists. The number one complaint cited by journalists: companies don't provide them with what they need to write a story.
  
• Give a compelling reason to blog or write. The same old style of press release or media outreach campaign may not trigger the “write” response. Go the extra step and provide something really worth some ink. Perhaps your company is planning a big promotion – invite a key journalist to cover it exclusively. For bloggers, perhaps suggest they be the first to test a new product. Or figure out ways to localize the message.
  
• A good relationship requires give and take. Demonstrate that you have something valuable to offer. Comment on blogs; share leads when available; be forthcoming with your expertise.

Reaching the right media contacts just got easier
Media Contacts, an online media directory and outreach tool, helps you identify and reach the appropriate targets for your campaign. The media research function enables you to build the most accurate media list.

BurrellesLuce has a unique way of updating journalist information. Our service team makes hundreds of updates to our database each day resulting in the most current contact information – so you get your press release into the right hands. But what's more important, we update the specific contacts you want to reach, anytime you request. We even indicate next to the contact when it was last updated.

While Media Contacts costs thousands less than other directories, it includes the ability to send virtual press kits and free press release distribution.

• Media Relations Planning to target journalists, understand the media landscape and distribute your news.
• Media Monitoring to track our coverage with ease.
• Media Measurement to know exactly what impact you are having with the media – including online tools and expert analysis.