One of the many things you will do as an entry-level publicist is curating a media list for a pitch that your team may be sending out. As tedious it may be, this media list is the foundation on which you will create media relationships and garner press hits. So next time you’re in a pickle and don’t know how to start when you’re asked to create a media list, follow these tips and tricks to enhance your list building.
1. Read the Pitch
Read the pitch that will be sent out to prospective media. Write down broad and specific keywords. This will later maximize your search on Cision (or whichever media database you use). For example, key words can be “children’s fashion” or “snack bars,” all the way to the name of the brand you are working with.
Do your research before you even start searching on Cision. This is where you can first use the keyword list you created in the beginning. Performing a quick Google search of how your topic was covered in the passed year will allow you to note what outlets and what contacts have written about it. Search for your brand name and see who has covered about it in the past. Chances are they will be interested in covering it again! If you see coverage, create an excel document with the outlets, their contact and the related link to the contact.
3. Build the Remainder of your List on Cision.
This is where you can look up the media’s contact information from your Google search. Depending on what you were asked, you can also search on Cision contacts within any media type: print, broadcast, blogs, etc. When you perform a search on Cision, you can really zero in on the types of contacts you want to work with and the topics that they cover (your “broad keyword” list can come in handy here!). Cision also has awesome features that allow you to create a media list! Add to it when you find new contacts and export it onto an excel document where you can format it to your liking.
What are your favorite tips and tricks?