How To Develop A Media List

Getting sufficient publicity depends heavily on getting information into the right hands. The media is hungry for interesting news. Learn how to develop a good media list to improve the likelihood of getting noticed.

• Know the product. How is it used? Who does it appeal to? The answers to these questions will help determine what section of a newspaper or magazine are the most appropriate target for your efforts. Think Business, Lifestyle, or whatever section in the intended publication seems most appropriate.

• Compile a list. Start local, listing newspapers, television and radio stations, and regional magazines. Trade journals are also a valuable addition to the list. Consider those from industries relating to the product, as well as those read by professionals and buyers who are likely to use the product. The reference section of the library offers annual directories of publications and other media outlets. Online directories also can be found, and often are more current.

• Names and numbers. Before you send out your press release, call the media outlet and ask who should receive it. Information that ends up on the wrong desk is likely to be thrown away, rather than rerouted. Note whether this person prefers submission via email, fax or snail mail, and act accordingly.

• Branch out. If your product or service has broader than local appeal, it is easy to further develop your media list. Geographically, consider statewide or national distribution. The internet also provides a wide-reaching forum for relevant information. Web publishers, podcasters and bloggers are as interested as print media in fresh, interesting material. Consider expanding the media list to include these valuable outlets.

• Expand the list by thinking outside the box. A product designed to manage time and workflow for office professionals, for example, could have useful applications for professionals in other industries, such as contractors, teachers, or even homemakers. Add to the media list the writers and publications that address this wider scope.

The most brilliant marketing concepts can only be successful once the basics have been addressed. A thoroughly researched media list is the foundation for effective marketing and public relations efforts.