Building And Keeping A Media List Up To Date

One of the first things I get my coaching clients to do is to set up a press database. But the media is

a fast moving world, and having a database is not a finite thing. You'll need to spend some time

keeping it updated on a regular basis. But there are some shortcuts that can help you keep your

press list in tip top condition:

Keeping Your Media List Up to Date

1. It sounds basic but do set up a separate contact system for journalists - even if you've only got

two names for your database at the moment.

2. If you're really organised then you can divide this into warm contacts (journalists you'd be happy

to call and chat to) and cold contacts - those you haven't built a relationship with yet. You can then

gauge your success as you watch names move from the cold to the warm list.

3. Keep in touch with your media list on a regular basis. That way if emails get bounced or you

receive a reply saying "Bilbo Baggins no longer works with Hobbit Publications" you can update your

list immediately.

4. If someone does move don't cancel them off with one touch of the delete button. Give their old

office a call and find out where they have moved to - chances are they've moved onto bigger and

better things and you can keep in touch. Even if they've suddenly moved over to Pigeon Fanciers

Weekly and you know they aren't going to be able to do anything for you at the moment a nice "wish

you well" email helps keep that door open for the future.

5. Ask your existing contacts if they can recommend any other journalists that might be good

contacts (and that way you can sneakily drop in the referrers name to warm up your contact).

6. Pay particular attention if journalists contact you. If someone calls from The Express don't assume

that you'll be able to get hold of them by calling the Express. Many writers are freelancers whose

contact details are guarded fiercely. If you get hold of their contact info, treat it with the respect it

deserves.

7. I've come across many clients who dealt with press in a former job but now dismiss their past

contacts as being "old" or "not in the same area". How do you know until you ask? That freelancer

you used to speak to about racing cars might also write about parenting issues - or, more probably,

might know someone else who does. Don't just write off old contacts as dead ones.

8. There are paid for services like Gorkana and PR Max that will do it for you: great for large

businesses or PR companies that make it their job to amass contacts, but on the expensive side if

you’re doing your PR in-house. Consider a service such as my Expert Lists where press comes to

you as a result of my highlighting your profile as an expert in your niche. That way you can build your

own list of warm contacts with hardly any effort on your part.