Building A Media List

Hi! Welcome back. If there are topics you'd like me to cover, please submit them via the form on the Contact page. Don't forget to write a comment about the post. I'd enjoy hearing from you!

A sibling to your prospects and contacts list, your media list is destined to become one of the treasured items in your marketing toolbox. It’s a list of writers, reporters, editors and other media contacts who are going to skyrocket you to niche stardom.

You could dig deep into your pockets and subscribe to a list. They’re available from companies such as  Cision (formerly Bacon’s),  MediaListsOnline and Vocus. But, this blog centers around low and no cost techniques, so we’re not going to go there.

One simple way to jump start your list building efforts is a visit to your local bookseller and the research section of your local Library. Peruse the titles in the magazine and newspaper racks at the book store. Grab a few and cuppa java. Jot down the publication name, contact info for key editors and writers and the type of news and content the print. At the Library, get chummy with the Research Librarian, who can become one of your best list building friends. They can point you to a variety of sources such as the Standard Rate & Data (SRDS). The SRDS is a group of books (and online resource) media buyers use to spot publications and media to place their clients’ ads. But, you can use it to identify publications in your niche and gather contact info, type of content and more. The Gale Directory of Publications and Broadcast Media is available at most larger Libraries.

Those are a couple of the brick and mortar methods. Since you’re sitting in front of your computer reading this, you’re probably interested in using that box to find media sources online. No problem.

After you’ve identified some publications where you’d be pleased as punch to see your name in print, fire up the ‘ole browser, swing over to their sites and nab a copy of their media kits. A media kit, in days gone by, was a usually a splashy pocket folder or 3-D thingie (box or similar deal) packed with information designed to convince ad agencies and advertisers to buy space in the publication. Media kits carry detailed info about the publication’s topic(s), ad space pricing, production specs, reader demographic data (a handy bit for you) and, usually, an editorial calendar along with key personnel contact info.

I could write a rather lengthy dissertation, listing numerous places where you can gather media contacts online. But, as luck would have it, Jeremy Porter did it for me with his excellent article, 14 Free Resources for Building a Media List, on the soon to be launched site, Journalistics.com. How handy is that? Journalistics.com is one you might want to bookmark.

Your list is, and should be, a continuing effort. Contacts and media come and go, so you’ll need to keep an eye on things to ensure your list is up-to-date.

Once you have some contacts, what do you do with them? Odds are, you’ll be contacting them with a press release and/or a press kit (more about those later). Here are some tips when making a first contact:

• Ensure you have the contact’s name, title and what they write about correct.
  That’s pretty much a no-brainer.
• Plan what you’re going to say to ensure you stay on topic and don’t ramble.
• Give them a heads-up, by phone and quickly, before you send anything.
• Ask how they prefer to be contacted.
• Respect their time.
  In days gone by I worked at a few large newspapers. Trust me, editorial departments are crazy places, especially at deadline time. Plus, like many businesses, the media is having to do more with fewer people.
• As a corollary to the above, always ask if it’s a good time to speak.
• Keep to the facts.
• Demonstrate your expertise when you can, but keep it brief.
• Never interrupt.
• Ask what you can provide them to make their job a little easier.
• In whatever you say, try your best to add value. Keep away from irrelevant information and “puff.” Journalists are hardly stupid. They’ve heard it all and can tell if you’re full of hot air.
• Always be able to back up what you say with facts, figures and hard data.

Over time, if you can provide journalists with meaty information full of facts and figures, you’ll position yourself and your business as a quality resource. When that starts to happen, you may just find the phone and inbox ringing with requests for quotes and interviews.

Next up … Developing a press kit.