Is Your Media Database a Dud?

If you work in public relations, you have likely invested a significant amount of time in creating media databases, which are contact lists of targeted media. Given the enormity of the potential contacts out there, you have likely also invested a significant amount of time with one or more database companies, each offers endless lists of contacts (including FINDERBINDERAZ, which is Arizona’s media database owned and operated by our team at HMA Public Relations. Subscribe here.).

But if making lists and pulling lists is all you are doing, your databases may very well be duds.

Why?

Just as Cher Horowitz said in “Clueless” about her grades, media databases are just a jumping off point. The best PR folks dig deeper.

Here are some suggestions to transform database duds into studs:

• There is no one list to rule them all. Do not make one list of, for example, all of the media in one city and then call it a day. Review each contact’s beat. Read their work. Check to ensure that just because the outlet is based in a particular city that it actually covers the region and topic you will be pitching. Make hundreds of lists, each with its own angles and contacts.
• Don’t stop at the email addresses. When making a list, capture bios, twitter handles and other public social media pages. They are also a great way to ensure said media member is still with the outlet. There are media moves happening every minute. You need more than just a company email to keep up.
• Don’t work in a silo. If you are a part of a team, especially with a variety of generations and voices in one office, talk to them about specific lists. What are their tips and tricks? Do they have relationships with some of the key media on your lists? Would an email intro be appropriate? Does said media member have a preferred method of contact?
• More is not better. Fine tune every media list, ensuring you are making meaningful contact with key people versus just BCCing hundreds of faceless email addresses. If you do not care to take the time to tailor, why should they take the time to read and respond?

Need help making a meaningful connection with key media? We are here to help. Connect with us here.