PR pros know that behind every piece of media coverage is an effective press list. Your client might have a great story to tell, but getting the right set of eyes on that story can be challenging.
Securing media coverage means having the right information at the right time, and then getting that info in front of the right people. So how do you build a press list that will generate the attention you and your clients deserve?
A good press list includes a wide range of media contacts to pitch, from the more traditional newspapers, magazines, broadcast media and wire services to newer media like podcasts, bloggers and influencers. Whether you’re targeting trade, local, or national publications, a well-refined press list helps ensure your pitches find the right person.
Here are four tools I use to create more targeted press lists. These tools can help refine your contact lists and increase your chances of getting the coverage your client needs.
Cision
Cision is a comprehensive platform that helps PR pros manage their media relations, monitor and analyze media coverage and measure the effectiveness of their PR campaigns.
Cision helps you find contacts and easily create press lists. The platform boasts a massive database with over 850K+ contacts and outlets—one of the reasons Cision is first on our list. Here’s how you can use Cision effectively:
- Narrow your focus: Cision offers filters for subject matters, publication types, editors, bloggers and reporters worldwide so that you can search for specific journalists or media outlets. It provides a list of complete contact information, outlet details and social profiles.
- Create lists: These filters can also help you create lists more efficiently. You can organize your final media list by media type, location, industry, topic or other characteristics. You can also access your created lists and add contacts from existing lists.
Sparktoro
SparkToro is a market research and audience intelligence tool that helps PR pros find media by analyzing the behavior and interests of your story’s target audiences. After all, you’re trying to get your story in front of your target audience, so what better than going directly to the source?
Sparktoro shows what your audience is already reading, watching, listening to and engaging with online. Since Sparktoro may be new for some, here’s how you can use this tool to identify journalists who might be interested in your story:
- Conduct a search: Sparktoro has several search options. For example, you can select “My audience frequently talks about” and type in your industry, niche or keywords. You’ll see which publications, journalists and websites your audience already engages with.
- Review your media options: By clicking on a publication or journalist, you can view their audience insights, which include information on their social media followers, websites they visit and other interests. Use this information to figure out who might be interested in covering your story.
- Find journalists’ contact information: At the top of the profile, you’ll find public contact information, which could include social media handles and email addresses.
Google News
The phrase “Google it” is in our lexicon for a reason. Google has made it easy for PR pros to search related stories or topics and see which publications and journalists are already covering similar stories.
There are a variety of ways you can use Google News to stay up to date on the latest trends for your company’s or client’s industry. Here are two of the simplest methods:
- Set up Google News Alerts: News Alerts email you notifications whenever articles related to your specified search query are published. To set up a News Alert, simply enter a search in the Google News search bar and click on the “Create Alert” button. Consider setting up alerts for your company’s or client’s name, industry terms or other phrases. You can even try “[keyword] reporter” to get more results.
- Use advanced search filters: Filters can narrow your search results by publication, location, date and other factors. They can help you find more specific news articles and journalists covering stories related to your industry or niche.
Advertising Kits
Let’s say you’ve found a publication you’d like to cover your story. Reviewing their advertising kit can provide valuable insights into their target readership and help build a targeted press list.
Advertising kits have detailed information about the media outlet’s audience, including their demographics, interests and purchasing habits. PR pros can use these kits to understand the types of stories likely to resonate with that audience, as well as the types of pitches its editors and reporters are most interested in seeing.
Using these tools can help you regularly refine and update your press list. You’ll likely find that people change jobs, new beats emerge or new publications launch while others fold, creating a whole new list of potential contacts. By keeping your list refreshed, you will always be prepared to pitch your story to the right audience.