6 Steps to Building a Successful Media List

1. Keep up with local and industry specific news

In this new digital age, we are continuously bombarded with news, both from traditional outlets and from our friends’ updates. Sometimes I’ll see “breaking news” on Facebook faster than I do anywhere else. You want to stay up-to-date with your news outlets and industry specific publications. Subscribing to your favorite outlets using a reader allows you to reach up on your own time, with targeted interests. Google Reader is a free, easy to use option.

2. Stay updated with Google Alerts

Speaking of Google, you should also take advantage of Google Alerts. This free service will search for keywords you choose and deliver them right to your inbox or reader. Utilize search-friendly punctuation to really target your results. For example, if you use quotations for your keywords, Google will search for the phrase specifically. “Austin Hispanic Chamber” will yield results that use all three words together, so you don’t end up with articles about a guy named Austin, who dressed up like the X-Men character, Chamber, for Halloween. I suggest not only using alerts for your company name, but use them for keywords, initiatives, or even regional searches.

3. Keep an Excel spreadsheet, and maintain detailed notes on publications & journalists

Keeping a detailed Excel spreadsheet will keep you sane. I make notes about everything. If a reporter covers a story, there’s a note. If a publication writes about a competitor, there’s a note. If a blogger told me when her dog’s birthday is, I add it to my calendar. You never know when these tidbits of information will help you. If I’m pitching a reporter that I know loves a certain sports team, and they just won a game, I’ll mention it. You may want to avoid using this example for UT – almost everyone’s a fan and it won’t help you stand out! I also keep detailed notes on what reporters DON’T want to be pitched, or if they never respond to me. Some don’t like phone calls, where others are happy to get last minute news. Write it all down, it won’t hurt.

4. Add different types of media, make use of tabs and structures

Don’t just focus on print or TV. You want to capture a big audience, so spread your net. Using the tabs in your excel document, you can categorize by media type (print, radio, TV), or categorize by region or by industry. I have an Austin tab, as well as a Hispanic-focus tab, Williamson County tab, CEO tab, etc. Use your judgment. Categorizing can really help once your list starts to flourish.

5. Social media is where everyone’s hanging out now, and you should too

Stay up to date with media outlets and journalists on Twitter, Facebook, Google+, etc. I love using Twitter for staying updated because of their list feature. I have a list of just media folks that I track most often, so they stand out from all the other “noise.” This can be especially helpful if you are being much more targeted in your media list building.

6. Don’t just create it and walk away. Nurture it, update as you go

Once you have your list, I guarantee it will change. Journalists leave, industries change, and new media outlets are added. Make sure you continue keeping your eyes open, and always stay up to date of what’s going on in your city and industry.

photo: source