Creating an Effective Media List

By Jennifer Nagy President, jlnpr | April 08, 2012

As you've heard me say many times, public relations (PR) is a very effective way of increasing awareness and building a brand image for a product or a company. While more properties and hotel chains are starting to use PR in their day-to-day marketing outreach, one very important aspect of effective PR is often ignored: a comprehensive media list. Even with the best press release, the most creative subject lines and the best pitch ideas, you will never be able to generate sufficient media coverage if you are not contacting the correct media.

Many marketers believe in the spray and pray method of PR, which refers to the practice of sending out as many messages to as many people as possible, in the hopes that someone will cover the story. This is never going to be as effective a method as choosing fewer, more specific journalists to contact with info tailored to their areas of coverage. Therefore, creating an effective media list at the beginning of your campaign is one of the best ways to ensure that your PR campaign will meet – or even exceed - your objectives.

Determining your campaign objectives

Before starting to compile a media list, it is important for you to make a decision as to what your objectives will be for the campaign. Based on the specific objectives that you want to accomplish, you should include different types of media on your list.

For example, if your campaign objective is to increase business-to-business sales, then your media list should include more trade publications than consumer news media outlets. You may also choose to include business publications or daily publications (newspapers, blogs, online news sources) that cover your specific industry.

Types of media

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