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For public relations professionals, a media list is the lifeblood of any communications campaign. Once your pitch is finalized, plans are in place, and you’re ready to execute, not only are the right media contacts the gatekeepers to valuable press coverage, but without them, all the hard work that goes into writing a great pitch goes to waste.

Managing and maintaining your media list should be a weekly, if not daily, priority – not a task for a rainy day. This blog shares helpful tips to keep your media list fresh, targeted, and ready to support your clients, whether for a big announcement or everyday use, thought leadership, or trend pitching.

Media Audits: A PR Professional’s Best Friend

When building a media list, especially for a new client or campaign, the first step is to understand where your competitors have been covered. Audit their media coverage, website, and social media for the previous six to twelve months. Here, you should be able to locate relevant media outlets and identify the journalists covering similar stories. First, make sure those reporters are still at the same outlet! Then, be sure to note the topics they have most recently written about, so you can tailor your outreach accordingly.

Not every journalist will be a perfect fit for every story you are pitching. This exercise helps paint a picture of which publications and reporters would cover your industry and be interested in hearing from your thought leaders. You may even discover niche or lesser-known outlets that are oftentimes just as impactful. These pubs may have fewer readers, but also be read by the EXACT audience your client is trying to reach. Media audits can also give you insight into competitors that may have been covered in top-tier outlets such as CNBC or Wall Street Journal – helpful in understanding what these outlets are discussing at a business level and how your client might be able to contribute to that conversation. It can also be a way to figure out what angle hasn’t been covered, which may be even more enticing!

Media audits are never entirely done. Whenever you come across a new keyword or trending news item related to your industry, add these journalists to your list (if they aren’t there already!).

Setting up Google or MuckRack alerts for competitors and relevant search terms can also help you stay informed and up to date on the industry.

Rapid Response Is Often A Goldmine

We’ve discussed rapid response pitching and the importance of staying agile and in front of relevant reporters as the news cycle moves at a breakneck speed. Journalists may not always reply right away, but by demonstrating that you are following what they are writing and reaching out with helpful angles, trends, and data, you increase your chances that they save your email for the future when they need a timely, expert source.

For example, if a journalist has covered Agentic AI, there is a good chance they’ll cover it again. Keep adding those names to your media list for future outreach. Every interaction, even if it doesn’t result in coverage, can grow your long-term opportunities and result in potential future coverage.

Pay Attention to Reporter Communications

It’s always a good idea to review your media list and ensure your press contacts are still relevant. Newsrooms are changing constantly. In fact, according to MuckRack, 37% of journalists reported layoffs or buyouts at their company last year and 34% say they publish their work independently and outside of a traditional newsroom.

Layoffs, retirements, and career shifts mean your go-tos might not be around forever. Pay attention to auto-replies, bounce-backs, or notes from journalists indicating they’ve moved on – then remove them from your list or update their affiliation accordingly.

Never Overlook Freelancers

Freelancers are often added to media lists as part of the outlet where they last wrote for, but the majority contribute to multiple outlets without a permanent affiliation.

While they may not assign stories themselves, freelancers are essential to consider for outreach. They’re especially valuable for hard news items, such as surveys or funding announcements, which they can pitch to their editors. They also often file away reliable sources, so building relationships with them can lead to inbound opportunities.

One final, important note when adding freelancers to your media list: many receive a high volume of emails, so if they ask you not to follow up, make a note of it! Figure out how they like to communicate best, connect with them on LinkedIn (if they are active on the channel), and increase your chances that they will see you as a reliable, easy, and trusted source to work with.

Media Lists are Living, Breathing Documents

Media lists aren’t static; they’re a living, evolving tool that should grow and adapt throughout your tenure with a client or campaign. By maintaining a thoughtful, curated list, you’ll position yourself to respond quickly, pitch effectively, and ultimately deliver results that make an impact.

To learn more about how Zer0 to 5ive can help your company build trust and find its voice, drop us a line.