PR Guru says: Having the right contact details for journalists, editors and producers is crucial to doing your own PR. But, with the media landscape forever changing and journalists often switching between publications, keeping up with the Joneses and maintaining an accurate media list can be hard work.

How do you know what media list to buy?
If you’re stuck on what kind of media to target, go to your local newsagent and do some research looking at titles that you think are most relevant to your business. Ask yourself, What type of stories can I see my business in? and What publications are my customers most likely to read?

Then look for a list that is based on your most relevant topic e.g. business or food instead of NSW media. That way you’re most likely to get the contacts most relevant to your business.

Other things to look for are format and fine print.

Be sure you ask about the format the list is supplied in. The best ones are editable and supplied in excel (not PDF) which means you can update them as you need.

Before you buy, make sure you check the fine print. Some lists only let you use the information once so look for the ones that let you use the information for as long as you please.

What information should a media list have?

A good media list has the following basic information:

Full name of journalist
Job title e.g. food writer
Name of publication/media outlet
Email address
Phone number
URL or web address

While most journalists receive press releases via email, sometimes it also helps to have postal addresses – particularly for new products lists. Fax numbers are a little out-dated these days.

Some lists also provide circulation information that will give you an idea of the size of the readership/viewership of a particular title or show. This helps to give you an idea of how big a publication is and how it compares to others in the same field.

How do you keep your media contact list up to date?
Before you buy a media list, ask when the contact information was last updated. You want it as current as possible.

Some providers might offer you updated lists on a regular basis, but there may be on-going fees involved. To avoid paying more, make sure you do your bit to keep it current. Every time you send out a press release or contact a journalist, make a note to update your media list with any new information. If a journalist has left a publication, make sure you ask who has replaced them and try to find out where they have moved to.

Tailor your list
Once you have bought a media list make it your own. Annotate it with bits of information about each journalist you have contact with along the way, for example: any feedback they give you, the days/hours they work, the type of stories they write and when their deadlines are.

A good way to find out more is to have a look on the web to see what stories they have written. Make note of any stories that double up on your ideas. You don’t want to pitch them the same story idea that they have just written about. Always offer journalists fresh, new angles.

Need a media list? Check out PR Guru’s media database. With PR Guru, you get the same Australian media lists that we use in our PR Agency, JMM Communications, everyday. So you know they’re up to date.