Media List
A curated database of journalists and outlets relevant to specific PR campaigns.
Definition
A media list is a curated database of journalists, editors, producers, and outlets relevant to a specific PR campaign or client. Lists include contact information, beat coverage, publication details, and relationship notes.
Effective media lists are regularly updated, thoughtfully segmented, and targeted rather than broad. Generic mass lists typically generate poor results.
Why It Matters
The quality of media lists directly impacts outreach success. Well-researched, targeted lists dramatically outperform generic mass distribution.
Maintaining current, relevant media lists is fundamental to effective PR.
Examples in Practice
A tech client media list segmented by beat: enterprise, consumer, security, AI.
Updating media lists quarterly as journalists change publications and beats.
Custom lists for specific announcement types versus general relationship maintenance.