Guide to How to Create a Media List for Your Business

1. Contain different media outlets
2. Has the ability to organize media responses
3. Are capable of analyzing your data

• Choose media appropriate for your business
• Develop your contact database in advance. Know whom you are going to contact in advance. Don't wait until a breaking news event happens where the media needs an expert to start to figure out whom to contact. You'll want to make connections in advance. Click on this link to find out more resources.
• Create customer and prospect databases. When a potential reporter visits your web site, have them fill out their name, contact information and company or lifestyle information. You can build a prospect list easily and inexpensively this way, as well as monitor how people are using your site and what gets their attention. Get-it-Done: Here are some tips on how to nurture your media relationships.
• Use the Internet as a tool as well as the yellow pages. Include local, regional and national media for your list as well as radio and television stations that would fit in with what you are trying to publicize.
  

• Think outside the box in media list building. The list can include state or local bureaus of national wire services such as the Associated Press. You may be able to obtain listings rom a convention or civic center, Chamber of Commerce or Board of Trade, news wire or press clipping service, advertising or public relations agency or press club. Check Bacons’ Media Directory for a comprehensive listing at your local library.
  

• Consider hiring a professional media list builder. Sometimes it pays to hire a professional. When do you know you need help? For urgent news releases, crisis communications, pitches in a new market or even anytime your team is overloaded. To learn more about hiring a professional to build your media list consult Connie Werner Reichert. Connie is President of Write Side Up Copywriting & Publicity. The former newscaster is a Master Web Copywriter. She may be reached at 530.277.4560 or at Connieis@pacbell.net.

Tips & Tactics
Helpful advice for making the most of this Guide

• Organize. Separate your local, regional and national media listings.
• Add different types of media. Don't forget about trade journals, newsletters, and the internet.
• Database your contacts. Utilize a database software program to help you keep track of who and when you contact them and the reasons of your "pitch."
• Learn from your colleagues. What are other businesses doing to create effective media lists. Exchange ideas.

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