Jen Williams

Six Leading Resources for Building a List of Media Contacts

12th Jul 2017 Digital PR Blog 2 minutes to read

Six Leading Resources for Building a List of Media Contacts

One of the most important functions that any press office carries out is media relations and networking. That usually means creating a press list or buying access to a commercial PR media database, such as Cision, Gorkana or Vuelio.

Let’s take a look in closer detail.

What Are Media Contact Lists?

A PR database or press list should provide contact details of the following:

  • Relevant publications
  • Trade journals
  • Journalists/freelancers
  • News websites
  • Magazines
  • Other resources within your target industry

Commercial media list templates allow PR professionals enable to drill down to targeted publications and contacts that exist within a relevant industry, outlet or location. Results can also be refined by other desired filters to get to the most targeted media distribution list. This approach ensures that the relevant journalists are targeted, increasing the chance of securing coverage within that specific publication.

Buying in a Media List or Database

Most businesses will create their own press lists based on personal relationships within and across the business, for example where internal leaders have existing business relationships with media contacts that require a more personal approach. However, the majority of media targeting will be done with a PR media list, such as the Cision or Gorkana database.

Premium Media Contact Databases

Media lists are available on a paid-for licence basis from professional providers such as Cision, PR Max and Agility PR Solutions. These solutions are kept up to date for accuracy, are international in scope and come with a variety of tools that enable users to find the right print, online and broadcast media contacts for message sharing. In addition to providing media contact details, the databases include information about forward features, with dates and deadlines, individual journalist data for press release distribution and media monitoring services, social media monitoring and detailed search criteria for clippings.

Taking on a digital PR agency will mean that the overheads of lots of these tools are absorbed in your retainer, so you can enjoy the benefits of the tools without the big price tag. Add to that the expertise of PR specialists to action your PR and communications strategy, and you’ll be laughing all the way to the bank!

Alternative Means of Accessing a Media Database

Not all businesses can afford to license the use of a PR media list, plus commercial solutions may not even be suitable for smaller businesses working in niche or local geographic markets. However, there are plenty of alternatives to consider. These include:

  • LinkedIn
  • The Internet Public Library (https://www.ipl.org/)
  • Muck Rack (https://muckrack.com/)
  • Alltop (https://www.alltop.com/)
  • Twitter #JournoRequest

These sources are free to use. While they may require more work to locate media contact information, they are authoritative, and they can be highly effective. For smaller businesses in particular, the extra legwork required to create a targeted media contact list – especially for niche or local information – may well be perfectly justifiable when weighed up against the cost of a media monitoring and database subscription.

There is a hugely powerful array of digital resources available that can give PR professionals easier access to the media contacts they need, increasing the likelihood of securing all-important media coverage!


Share this post

What do you think?

Stacey Cavagnetto

How to Do PR for Small Businesses

Stacey Cavagnetto
25th May 2023
Digital PR Blog
Clothes on a rail
Gary Hainsworth

How To Optimise Images For SEO

Gary Hainsworth
16th May 2023
SEO Blog

Digital Ideas Monthly

Sign up now and get our free monthly email. It’s filled with our favourite pieces of the news from the industry, SEO, PPC, Social Media and more. And, don’t forget - it’s free, so why haven’t you signed up already?

Free Digital Marketing Audit

Are you a UK business that needs some expert help to uncover what’s holding your digital marketing back? Let us show you for free!


Call us on 0330 353 0300, email info@koozai.com or fill out our Contact Form.

Map of Hampshire Digital Marketing Agency
Hampshire Digital Marketing Agency
Merlin House 4 Meteor Way Lee-on-the-Solent, PO13 9FU, UK
Map of Lancashire Digital Marketing Agency
Lancashire Digital Marketing Agency
Cotton Court Business Centre Church Street, Preston Lancashire, PR1 3BY, UK
Map of London Digital Marketing Agency
London Digital Marketing Agency
Albert House 256 - 260 Old Street London, EC1V 9DD, UK

Unlike 08 numbers, 03 numbers cost the same to call as geographic landline numbers (starting 01 and 02), even from a mobile phone. They are also normally included in your inclusive call minutes. Please note we may record some calls.

Circle Cross