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Media list, media list, media list. As a PR specialist’s “life line” to reporters, a robust media list that spans multiple vertical publications, as well as mainstream outlets, is critical to a successful PR program.

Hours are spent sorting through media databases and vetting reporters to get that “perfect list.” As a result, the media list becomes the first place many PR professional go to find a reporter to pitch.

While this is a great first step, it is equally important to remember that every reporter that could be targeted for your story may not be in your list.  Having an exclusive relationship with your media list may actually be hindering you from securing your next great article.

Reporters are constantly changing beats and many even contribute to multiple publications, so it’s beneficial to take a break from your list and look through the publications you are pitching to see if there may be a more appropriate contact to target.

To ensure you are targeting the best reporters with each pitch, challenge yourself to get creative and explore new ways to find the perfect reporter to contact.

Here are some key opportunities to take advantage of “a break” from the database and explore new contacts:

1. Repeated absence of responses. If you combine an interesting topic with a well-crafted pitch and receive absolutely no feedback from the media you are targeting, it’s a potential red flag. If this is the case, visit different publications’ websites to ensure the reporters on your list are actively publishing relevant articles. Reporters change beats and publications faster than media databases can keep up with.

2. Niche pitching. With a majority of Zer0 to 5ive’s clients in the technology space – be it education, healthcare or software development – I often find myself creating a variety of media lists consisting of “technology” reporters.  In this instance, I find media lists to be especially foundational, or rather a jumping off point, to all PR efforts moving forward.  While I reach out to those core “technology” reporters, it is also important to take a step back from the media lists, visit the targeted publications, and search for reporters covering the specific niche topic that resonates with your story.

3.     Rapid response pitching. Being well versed in your clients’ industry news will help you expand your targets.  Spending 10-15 minutes each day reading relevant industry news can provide excellent insight into not only hot topics being discussed, but also more importantly, who is writing about these topics. Sending 3-5 “reactive” pitches to contacts not on your media list is a simple activity that can be very rewarding over time.

The bottom line: there are core reporters that should know about your client and that you should be establishing a relationship with on a regular basis. However, in order to continue to push the creative envelope for the bigger story or new approaches, it’s an extremely valuable exercise to take a break from the list and reach new contacts. Try it – your next big story may be around the corner!

Post by Sarah Manix, Strategist