Creating Your Media Contact Database
Creating and Maintaining (continually updating) a media database of editorial contacts who likely have interest in you and your organization is important to your success in building a reputation and relationship with the media. To start building a database visit your local reference library! The reference section of most libraries will have dozens of directories with listings of publications of every description. These directories generally include information on readership, editorial staff (often with contact information), circulation, publication frequency, areas of coverage, and other relevant information. Reviewing these directories is a good first step towards building your media database.
You will need to spend some time doing the proper research for the names and contact information relevant to you and your message. You will need to know the audiences of each publication, names of key editors, these editors’ responsibilities, the editorial calendar for themes and topics each publication covers and more. This information will help you focus your efforts in targeting your news to the right media contacts. The more details your database contains, the more valuable the information will be to you.
Keep in mind, most libraries don’t allow you to check these directories out so be prepared to spend some time doing the research on site.
Here are some of the most popular directories which include North American and international listings. In addition to accessing these at your library, you can purchase these or you can sign up (for a fee) online to gain instant access:
Bacons Media Directories – http://www.bacons.com
Bowden’s – http://www.bowdens.com
Burrelle’s Luce – http://www.burrellesluce.com
Business Wire – http://www.businesswire.com
Canada Newswire – http://www.newswire.ca
Gebbie Press All-in-one Directories (this is the one I use most frequently) - http://www.gebbie.com
Media Map – http://www.mediamap.com
PR Newswire – http://www.prnewswire.com
You can also find local media contacts and organizations by looking in your local newspapers, magazines and local telephone directories as well as by surfing the ‘net.
Here are some suggested categories to begin with:
Broadcasting companies
News publications
News services
Newspaper
Magazines and Magazine Publishers
Newsletter Editors (for corporate communications)
Radio Stations
Television Stations
Once you have created a list of potential editors to contact, find out as much as you can about their publication, coverage areas, and special interests. Become familiar with their publication, their website, or their broadcast. Get to know the areas and beats the journalists and editors cover. Introduce yourself and ask them how they want their news sources to connect with them. Some journalists like a phone call, others like fax and many today prefer email. Once you know this information, you can begin your media marketing campaign.
To your mediai success… and more!
Heidi
Heidi Richards, Founder & CEO
The WECAI Network™
Comment by Teresa Morrow | September 24th, 2007
Heidi,
I have to say thank you for providing this information and you know that I will be participating in the summit and utilizing any and all of the information that you are providing.
As always you are one of my top GO TO people!
Thanks!
Sincerely,
Teresa Morrow