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10 Methods for Compiling a Media List

Written by: William Gissen

Article Overview: Compiling a media list is the first fundamental building block of any PR program. The following methods will help you to create one.

10 Methods for Compiling a Media List

Compiling a media list is the first fundamental building block of any PR program. The following methods will help you to create one.

1. Use Bacon’s Directory

Bacon’s Directory is the standard and best book to use for research. It costs about $300 to subscribe so unless you have a high client turnover, the best place to find it is in the research section of a local library.

2. Research industry trade publications, newspapers and Internet sites.

A different Bacon’s directory exists for each one of these categories.

3. Select a keyword for your client and use it to focus your research.

By using the index and finding a publication beginning with your client’s keyword, you will find the appropriate section of the magazine directory for your research. Use as many keywords as you can think of to ensure a comprehensive list.

4. Create separate sections for your client’s target markets

In addition to industry trade publications in your client’s field, you should also research publications in the key target markets. The magazines and newspapers read by your client’s prospects are important places to generate publicity.

5. Include daily and community publications as well as multiple publishers when using the newspaper directory.

The newspaper directory is arranged geographically instead of by topic area like the magazine directory, but there are separate sections (and indexes) for each of the categories above. Weekly publications are often focused for key audiences, such as an ethnic community, where you client may wish to appear.

6. Avoid duplication when using the Internet directory.

Many newspapers and magazines now maintain corresponding web sites. However, you should look for unique sites, without a print version, for your media list.

7. Include circulation in your media list.

Circulation is an important barometer of a publication’s reach. Different circulations require a different approach for pitching purposes. Generally, you should avoid circulations under about 10,000 unless the publication is specifically focused on your client’s field.

8. Choose the editor-in-chief for smaller publications and a beat reporter for larger ones.

Generally, the editor-in-chief is preferable because in the pitching process, you will only need one approval instead of two. For larger publications (over 50,000 circulation), the editor-in-chief may be impossible to reach and/or reporters in your field may have a greater degree of autonomy.

9. Be sure to look at the publication’s profile before including it in your media list.

For example, publications containing the word “security” could refer to the financial sector or how to protect your home from burglary. Also, some publications are limited to a specific geographic region or members of an association.

10. A media list should include circulation, editor name, email address, editor’s phone number and publication mailing address. The final media list should contain about 40-50 publications and be organized into separate sections by topic area and type (newspaper, magazine or business journal).

The media list represents a valuable deliverable for any organization. It enables generation of publicity for the foreseeable future and may be used for press releases, bylined articles and advertising decisions. Compiling one should be the first PR task you execute for your clients.

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Article Tags: media list compilation, media list research



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