Media Tiering
Categorizing media outlets by importance to prioritize outreach and resources.
Definition
Media tiering is the practice of categorizing media outlets and journalists into priority levels based on their importance to communications objectives. Typical tier structures consider audience reach, relevance to target audiences, influence, and likelihood of coverage.
Tiering enables resource allocation, with top-tier targets receiving personalized outreach while lower tiers may get broader distribution. It also informs timing, with major announcements often going to top-tier outlets first.
Why It Matters
Not all media coverage is equally valuable. Tiering ensures precious relationship-building effort focuses on outlets that matter most to organizational objectives.
For media relations teams, tiering provides the strategic framework for prioritizing outreach across many potential targets.
Examples in Practice
A B2B company's tier-one list focuses on industry trades and business publications that reach decision-makers, not mass consumer outlets.
Breaking news goes to tier-one outlets under embargo, with broad release only after secured placements publish.
Monthly outreach plans allocate specific pitching effort by tier, ensuring top targets get consistent attention.