Media Lists: An essential PR tool

Every PR professional knows that accurate and targeted media lists are essential for gaining media coverage of their critical news stories. However, building that contact list takes time and isn’t always easy. There is always the option to purchase a media list or invest in an outreach solution database to ease the searching process for journalists. Before you purchase anything, you must take the steps to ensure that you spend your time and money on finding the ideal media list vendor for your unique client PR needs.

First, identify what it is that you are hoping to obtain from a media list database. Do you only need help searching for journalists and influencers, or do you need the bells and whistles, the advanced tools? Ask yourself honestly how often you’ll use a list or database. What are your future goals for media relations activity?

After identifying your media list needs, conduct research. Identify several different vendor options to find which company best suits your organization. Make use of a verified business-related review platform, as well as company websites to learn more information about products and pricing. Search for vendors on Google, read reviews on Yelp, and always check out their social media platforms for more details.

Once you’ve narrowed down your media list vendor preferences request a demo from each company. Be aware of the subtleties of the phone call, the demeanor of the person selling you services, whether they seem friendly and interested or aloof, and just trying to sell. This call is about you and your needs, be sure you are asking questions.

Additionally, it would help if you came to the call prepared with questions of your own based on the needs you assessed earlier. While some of these questions will be specific to each PR pro’s expertise, everyone can ask questions about ease of use, pricing, and the number of contacts that the vendor has.

We’ve used and tested databases such as Cision, Bulldog Reporter, and Roxhill. Follow the steps above and we can ensure that you will be satisfied with your ultimate choice of media list and outreach solutions.

Claire Whitten is an intern at ELPR and a Marketing Major at San Diego State University