Developing a Media List
Whether you want to highlight an accomplishment, announce a conference or combat criticism, an up-to-date media list is a "must have" for any association.
Identify relevant media sources, including radio, cable, and television stations; weekly and daily newspapers; industry magazines; and wire services, such as AP and UPI. On their Web sites you will find out background information about each outlet and contact information for each writer including information on their beats.- Conduct an Internet search for a relevant media list. If a list is available, use this as the basis of your own.
- Update your mailing list. Since newsroom staffing constantly changes, it is a good idea to frequently update your media list.
- Make a separate mailing list that includes partners and community stakeholders. It is important to keep these groups in the loop.
How to identify relevant media sources:
- Media Guides In Libraries
Most local libraries have media guides that list phone and fax numbers for reporters, editors, and producers. One example: Gale's Directory of Publications & Broadcast Media, available in most public libraries. - Research Via Phone
If your organization has more time than money, you can still employ the single most accurate way to compile information about media in your area: Simply pick up the phone book and call them. In just a few hours, a small group of volunteers can compile a completely up-to-date list. Ask for the name of the reporter who handles political news, as well as the phone and fax number, and you're in business, immediately. - Bacon's Directories
Bacon's offers a comprehensive, nationwide guide that lists 200,000+ media contacts at 40,000+ different outlets. CD-ROM and hardcover books are available. Purchasers must sign contractual agreement not to violate property rights by unauthorized duplication. - News Media Yellow Book
The phonebook-sized "Yellowbook" lists contacts by type of media; alphabetically by personnel; by subject or specialty; and geographically. While less comprehensive than Bacon's, the Yellowbook is useful for big-city markets but considerably less effective in smaller markets. - Easy Media List
EasyMediaList allows users to create a list of email addresses, telephone and fax numbers and mailing addresses of journalists and editors covering individual U.S. cities and states. Users can also buy media lists by topic. - Bulldog Reporter's MediaBase
Provides the same service as EasyMediaList on short notice.
Press release distribution services provide a useful alternative to developing one's own media list. Various services range in usefulness and price, from free to approximately $400.
