How to develop a good media list
One of the most important areas of public relations is the development
of a solid list of media contacts. Including all possible contact information
makes it easy and efficient to send your announcements.
You will need more information than the name of the media outlet, the
address, main phone number, main fax number, a main email address and
the editor's or news director's name. You can get that kind of information
from the Chambers of Commerce, the Wisconsin Newspaper Association, the
local library, and other nonprofit organizations in your area. Now, there’s
no getting around the fact that someone will need to do some time-intensive
research to obtain it. This is a good project for an intern.
Database software: Once the information is obtained,
it is time to begin developing the database. Several computer software
packages can help make this job easier. FileMaker Pro software allows
you to customize a variety of layouts, including a main page, a fax cover
sheet page, mailing labels, and various reports and summaries. FileMaker
Pro version 4.1 is available for about $180 retail. Excel, Access, and
other similar programs may also be used.
Elements of the database: The following is a list of
categories that should be included in a good media database:
• Name of media outlet
• Name of contact - i.e. first, last and a nickname
• Title/Position - i.e. editor, assignment editor, arts writer
• Address - mailing and street
• Phone numbers - main, newsrooms and direct
• Fax number -- main and direct
• Email - direct, not just "news@mediaoutlet.com"
• Web site -- url address
• Deadline -- last date and time for submission
• Publication or airing date -- date it "hits the shelf"
• Part of a major market? - i.e., include Appleton in the Fox Valley
market, or Eau Claire in the Chippewa Valley market, to help pull media
for a specific project from a particular area
• Code for particular projects - you will most likely not send each
announcement to the same media; by adding a particular code for each project,
you can perform a search for just that code and pull all the required
media at one time
• Notes - include items for future use like, "Does not like
to receive news releases by email" or "Best time to call is
in the morning" or "This reporter could not attend the grand
opening, but asked to be included in future announcements"
• Date entered and date updated - in many cases, these can be added
to each media record automatically from the software used; it's a good
way to see if and when you need to update your list
• Circulation/rating - this information is especially important
for summary reports that show your publicity success
• Advertising rates - get the ad rates (print: column inches, broadcast:
a 30-second commercial) in order to determine your publicity value (please
see page 25 for more details)
Getting direct contact information: Now your media database is set up,
with lots of records. But as mentioned above, that information may be
incomplete or as is sometimes the case, outdated. The news-reporting business
has high turnover and reporters change "beats" (the types of
news they cover), media outlets or cities at a rapid pace.
So, you need to call the media to get the most timely information available.
Sometimes you will have luck by going to the web sites for major media
outlets such as daily newspapers and television stations in larger markets,
but in most cases, you will need to contact the main number and have the
receptionist give you the necessary information.
NOTE: Because the media get hundreds of requests for coverage on a weekly
if not daily basis, some receptionists and newsrooms are not allowed to
give out direct contact information such as direct phone numbers and email
addresses. They are usually allowed to connect you to the reporter you
need to contact and then it is at the reporters discretion to provide
you with that information.
Who to contact: The only question left is, “which
reporters do I want to contact?” Well, that varies of course, depending
on the type of announcement you are making, but below is a good list to
go by. As you become more familiar with the media outlet, you will discover
specific reporters who you should contact on a regular basis.
At television stations:
• News directors - especially to invite to VIP events
• Assignment editors - if you don't know who to contact, this should
be your first choice
• Morning and/or noon producers - these are the people who book
guests and determine if the station will cover your story or interview
during the daytime newscasts
• Meteorologists - sometimes they announce events before or after
their weather segment
• Public service announcement (PSA) directors - these people are
usually the community relations directors as well; they typically develop
the schedule for airing PSAs
• Specific reporters and photojournalists
• Anchors - also should be invited to VIP events
• Online content editors - another resource for you is to have your
information posted on the station's web site.
At radio stations:
• News Directors
• Specific reporters - usually only available or necessary on stations
that are formatted for news
• Talk show producers and/or hosts.
At daily newspapers:
• Section editors - i.e. metro, business, arts, etc.
• Arts editors/reporters
• Photo editors
• Editorial editors/writers - if you have an issue to discuss/address
• Specific lifestyle and metro reporters
• Calendar editors/reporters
• Travel editor/reporters
• Humorists/columnists
• Society columnists- especially when planning a fund-raiser or
VIP event
• Education editors/reporters - especially if you are developing
programming designed to educate children about arts and culture
• Online content editors.
At weekly newspapers:
• Editors - most weekly newspapers are small publications with very
small staffs; sending information to the editor of these types of publications
should be sufficient.
At magazines:
• Arts editors
• Photo editors
• Calendar editors/reporters.
Legislators: It’s critically important that state
senators and representatives know what is going on in their districts
and who better to tell them than their own constituents. Be sure to send
copies of all of your press materials to your legislators. This helps
them understand the effect of their actions in Madison every two years.
They need to see first-hand how public funding for the arts is impacting
their communities.
Keeping your legislators informed about your newsworthy activities is
a big step toward assuring their continued support for the arts when the
legislature convenes every two years. Legislators welcome news from you
as it helps them stay on top of what is happening within their constituency.
Your press materials can have a powerful impact on educating decision-makers
about the value of the arts in your community. Click here for
the Arts Action
Toolkit, to help you connect with your elected officials.
Sources:
Arts Wisconsin www.artswisconsin.org
Texas Commission on the Arts www.arts.tx.state.us