Buy from a media list service

Vendors update and classify lists and sell the information at a range of prices and levels of service.

I recommend: Easy Media List is a hands-on program that allows users to create a list of email addresses, telephone and fax numbers and mailing addresses of journalists and editors covering individual U.S. cities and states. Users can also buy media lists by topic. Prices start at $7.99 per list. If you need more assistance with creating a media list fast and don't mind paying extra, visit Bulldog Reporter's MediaBase for customized lists starting at $195. PR Essentials Company offers media lists by topic and will deliver your customized list in 72 hours or less. BurrellesLuce offers a full-service media database that includes media contacts lists from $225 to $1,995 for a one-year subscription to a list of more than 300,000 contacts and 60,000 media outlets.

Use a press release distribution service

Press release distribution services send to opt-in lists of journalists expecting releases on certain topics. The downside is that this service can be the most expensive alternative.

I recommend: PRWeb is a free online press-release distribution service that offers distribution to media contacts for an additional fee. eReleases will send your press release to a media list of more than 30,000 opt-in journalists for $399. Advanced-PR sends press releases to a list of 9,000 to 12,000 targeted media contacts for $249. International newswire services like Business Wire and PR Newswire will send your press release to targeted media lists as well as the wire.

Build your own list

If you only need a small, local list, start by compiling contacts numbers for your town's newspapers, TV stations and college media. Then call each one and ask for the appropriate reporter or editor for your press release.

I recommend: NewsDirectory.com provides a free online directory of news sources. The Yahoo! News Directory offers many helpful links to news sources and online directories.