Having a comprehensive and up to date media list can assist a PR professional in their day to day. It allows them form a list of relevant contacts for a particular campaign. Since reporters and influencers change their positions or content more often than before, the list goes out of date fast. Here are some tips on building media lists that can allow you to reference them anytime:
Adding extra information about your media list will help it updated in the future, and will help you recycle contacts later on. This could be information like:
- What client is the list for?
- What type of contacts are in this list? Are they all fashion bloggers or tech reporters or generally mixed?
- What campaign did you run using this list?
- When did you create this list?
The last one will be useful in the long run - adding a date will make it easy to know how many contacts become outdated.
2. Add their social information
You can quickly look them up when you need to stay updated on what they’re writing on (or forgot what they write about!). Sometimes using an email makes it difficult to search for them online, but social information will always help you identify them.
You can have a column for either their Linkedin, Blog, Twitter or any other social medium. Having social media information is as useful as having their emails nowadays! Twitter has become popular in the journalism community. Instagram in the lifestyle/fashion world.
Besides, some PR professionals have also began pitching/talking to reporters via Twitter. Since reporters get a huge volume of pitches a day - this could be useful for you!
3. Don’t store things that get out of date within a week
If you’re storing their followers count, likes count, or other metrics then this will be hard to keep up to date for you. These will create more noise than be useful for you in your media lists. Store a ballpark instead! Don’t try keep live information.
Media databases sometimes have incorrect information since reporters are moving around a lot. It’s useful for you to cross-reference social networks to validate they’re still working in that position or the same beat!
Since you have a lot of information that links to their social media or gets outdated - putting them in a contact database could be helpful. There are generally helpful if you have a lot of lists with a lot of different contacts. You can recycle contact information and use them in the future as well.
Contact databases can also help you grab up-to-date information about your contacts, such as their follower count or the readership on their latest blog post. Let the software assist you in keeping your media list up to date.
6. Have a section on notes
If you learn something about them through your interactions or find out something about them through social media - you should note it! It’d be useful to have these in the future when you’re looking back at these contacts. These notes usually last even if people move publications.