Tips for Building a Media List

A media list is one of the most important tools in any public relations (PR) strategy. Whether you’re launching a product, managing a crisis, or simply building brand awareness, having the right contacts in your corner can make all the difference.

A well-targeted, up-to-date media list ensures that your pitch reaches journalists, bloggers, and influencers who are most likely to care about your story. But not all media lists are created equal. Sending your news to a generic list of hundreds of random reporters is a fast way to get ignored—or worse, blacklisted. Instead, you need a curated list tailored to your industry, audience, and goals.

Here’s how to build a strong, effective media list that gets results.

Understand Your Story First

Before you begin gathering names, take a step back and understand the story you’re trying to pitch. Ask yourself:

• What is the news or angle?

• Who is the target audience?

• What kind of media would care about this story—national, local, trade, niche, lifestyle?

Your media list should be tailored to fit the message you’re sharing. A new beauty product launch requires different contacts than a B2B software release or a nonprofit initiative.

The more specific your story, the more targeted your media list should be.

Define Your Ideal Media Outlets

Now that you know your story and audience, think about where your audience gets their information. Consider different types of outlets, including:

• National media (e.g., The New York Times, CNN)

• Local/regional media (e.g., local newspapers, city magazines, radio)

• Trade publications (e.g., industry-specific journals or news sites)

• Blogs (independent bloggers with strong niche followings)

• Podcasts (growing in popularity for PR pitches)

• Influencers (on YouTube, TikTok, Instagram, LinkedIn, etc.)

Build your list around outlets that are relevant to your story and audience—not just those with big names or large readerships.

Identify the Right Contacts

Don’t just pitch to the general email address of a publication. You need to find the right journalist, editor, or producer who actually covers the type of story you’re pitching.

Start by looking at:

• Bylines: Search for articles similar to your topic and note who wrote them.

• Mastheads: Many publications list staff roles on their website.

• Twitter/X and LinkedIn: Journalists often post their beats or what they’re currently working on.

• Author bios: These sometimes include email addresses or areas of coverage.

Keep in mind:

• A fashion reporter won’t care about a new software release.

• A business reporter might not cover food launches.

• A freelance writer might contribute to multiple publications.

Always pitch to the person who has covered your subject area recently and appears interested in similar content.

Use Media Database Tools (But Customize!)

There are many PR tools and media databases (like Muck Rack, Cision, Meltwater, or Prowly) that provide access to thousands of media contacts. These platforms can save time, but don’t rely on them blindly.

Use them as a starting point, then verify:

• Is the contact still at that outlet?

• Do they still cover the same beat?

• What are their recent stories like?

Outdated contacts or irrelevant pitches can damage your credibility. Always double-check before adding someone to your list.

Keep Track of Key Information

A strong media list isn’t just a spreadsheet of names. It should include useful details that help you personalize your pitches and manage relationships. Your list might include:

• Full name

• Role (e.g., staff writer, editor, producer)

• Outlet name and type (national, local, trade, etc.)

• Contact info (email, phone, social media handles)

• Area of coverage (e.g., health, business, fashion)

• Recent articles or topics covered

• Notes (e.g., preferences, prior responses, open to exclusives)

Use Excel, Google Sheets, or CRM tools to track and update this info regularly.

Personalize, Personalize, Personalize

One of the biggest mistakes in media outreach is sending the same pitch to dozens (or hundreds) of journalists. Reporters can spot a mass email instantly—and they usually delete it.

Your media list should empower customized outreach. Use your notes to reference the journalist’s previous work, explain why your story fits their beat, or offer a unique angle or quote.

Example:

Hi [Name], I loved your recent article on the rise of eco-friendly skincare brands. I thought you might be interested in our upcoming launch of a zero-waste product line that’s getting attention for its compostable packaging…

Personalization shows respect and increases the chances of engagement.

Update Your List Regularly

Journalists move jobs, change beats, or go freelance all the time. A contact that worked last year might no longer be relevant.

Make it a habit to:

• Review your list quarterly

• Remove outdated contacts or emails that bounce

• Add new reporters you discover through industry news or press monitoring

• Follow your key contacts on social media to stay current on their work

A stale media list leads to missed opportunities and wasted effort.

Segment Your List by Campaign

You may need multiple media lists for different campaigns or story angles. For example:

• One list for national business press during a funding round

• One for local media when opening a physical store

• One for trade publications during an industry event

Segmenting your lists ensures each pitch goes to the most relevant group and allows you to track which campaigns get the best responses.

Build Relationships, Not Just Lists

Your media list is not just a database—it’s a relationship tool. Over time, you want to build connections with journalists who trust you and are open to future pitches.

Do this by:

• Only sending relevant, high-quality pitches

• Following and engaging with their work on social media

• Thanking them for coverage or retweets

• Offering value, like exclusive access, expert interviews, or unique data

Being helpful and respectful makes journalists more likely to open your emails and work with you in the future.

Respect Opt-Outs and Preferences

Some journalists make it clear that they prefer to be contacted in specific ways—or not at all. Always honor those preferences. If someone asks to be removed from your list, do it immediately.

Maintaining a media list means managing it responsibly. A bad reputation spreads quickly in journalistic circles, and spammy PR professionals often get ignored by default.