A media list is a curated database of journalists, editors, bloggers and media contacts relevant to your industry or announcement. Each entry typically includes the contact name, outlet, beat (topics they cover), email and sometimes phone number.
Building and maintaining an accurate media list is one of the most important tasks in PR. The quality of your media list directly determines the coverage you get. Stale, oversized lists (the classic "blast everyone" approach) are penalized by journalists and hurt sender reputation.
Media list hygiene checklist
- Verify emails quarterly (journalists move outlets constantly)
- Track beat, not just outlet
- Note personal preferences (embargo, pitch length, format)
- Remove bounces and unsubscribes within 24 hours
- Segment by topic and priority
Related terms
- Media Relations - The practice of building and maintaining relationships with journalists and media professionals.
- Pitch - A short, personalized message sent to a journalist to propose a story idea.
- Earned Media - Publicity gained through editorial coverage rather than paid advertising.
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