How to Build a Media List and Pitch the Right Contacts!

If you've been following me, you know how important it is in today's digital age to land a media feature to gain better brand recognition and trust with clients, but how does one do that? In today's blog, we are going to go over my favorite strategies for building a media list and finding contact information to maximize your chances of being featured at your favorite media outlets.

1. Define Your Target Audience and Media Outlets

The first rule before diving into building your media list is to have a clear understanding of your target audience and the media outlets that cater to them. It's your job to identify the publications, blogs, newspapers, TV stations podcasts, and online outlets that align with your niche or industry. This step is the most important and will help you focus your efforts on the right outlets.

2. Utilize Media Database Tools

Once you've targeted your perfect media outlets, it's time to find the contacts! Several online tools and databases are designed to help you find contact information for journalists, editors, and other media professionals. Tools like Cision, Muck Rack, and Hunter.io can be valuable resources for identifying and verifying contact details. Many of them have paid subscriptions so you may not be able to use these companies unless you sign up.

A good way around this is to look for similar articles that already exist on your target outlet, find the reporters name usually at the top of the article, and then search them on Twitter (X) and LinkedIn. It's typically okay to send pitches directly on those social platforms or if you're lucky, you might find someone's direct contact email in their bio.

3. Build Relationships on Social Media

Media pitching is 99% networking. You must make friends with journalists if you want to get featured at their outlet. Social media is a great place to do that. Follow journalists, editors, and influencers in your industry and engage with their content by liking, sharing, and commenting on their posts. Over time, this interaction can help you establish a rapport and make it easier to reach out with your pitch.

4. Craft a Personalized Pitch

I get so many emails in my inbox that feel like just a copy and paste! Don't do that. When you're pitching the media, it's crucial to create a personalized pitch that resonates with each recipient. For example, if you and the editor you're pitching went to the same college, start of the email with "Go Tigers! Hello from a fellow TK College alum! Pitch for You: ________"

Doing this demonstrates that you've done your homework and are genuinely interested in them. It's also good to mention a recent article they wrote and what you like about it.

5. Use Email Verification Tools

Not many entrepreneurs do this but this is a great tip! To ensure that your emails reach the right inbox and don't bounce back, consider using email verification tools like NeverBounce or ZeroBounce. These tools help you verify the accuracy of email addresses and reduce the likelihood of your emails being marked as spam. (Plus, you'll get to know who actually opened your email, and how many times they engaged in it.)

6. Leverage Your Network

Don't underestimate the power of your existing network. This is so important! Ask colleagues, friends, and business associates if they have any media contacts or introductions. Personal recommendations can open doors and increase your chances of getting noticed!

Bottom line

Building a media list and effectively pitching your story or business requires a combination of research, strategy, and relationship-building. By following these strategies (and staying persistent), you can increase your chances of securing valuable media coverage that can propel your brand to new heights. Remember that building relationships with media professionals is an ongoing process that can yield significant benefits over time.