Step One: Make a List of Media Contacts

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Make a List of Media Contacts on Your Own

You should make a list of media contacts on your own, over time, by observing the names and affiliations of specific persons who cover business news or topics that relate to your products or services. You should also make an effort to become familiar with the views and work of particular journalists, so that you can appeal to their interests and the types of stories that they cover. If you get to know journalists, and they get to know you, they may contact you for information if you have a certain type expertise. One suggestion is to make a "Top 100 List" of contacts who are the most important ones covering your type of business.

Make a List of "Other" Courtesy Contacts

When sending a news release to the media, it it does not hurt to send a "Courtesy Copy" to individuals who may be important to you for one reason or another, or influential in your industry and community. Be sure to identify the release as a "Courtesy Copy," with a stamp, note, or by simply creating a separate version. This will help prevent recipients who are not members of the media from thinking that you are confused about their contact information. Examples might include your local Chamber of Commerce, if you are a member (or are willing to join), your suppliers, or key customers.

• The American Association of University Women has a really cool media lookup database which will identify contacts based on a particular zip code (among other things).
• Bizmove.com Media Directory offers a directory of U.S. daily and weekly newspapers, by state.
• Bacons Publicity Checker is one of the most widely recognized sources and publishes printed media directories that can be found in some public libraries.
• You can also use local telephone directories.
• Do not forget to maintain a list of contacts who cover industry specific news.

Notwithstanding the above suggestions, you should still rely on your local knowledge for a couple of reasons. First, printed directories and online sources can be out of date, and you do want to create a complete and accurate list.

The other very important reason is that you want to be familiar with the work of particular journalists so that you can send your story to the individuals who would be most interested. Contact these individuals using any preferred means of communication that they may express. For example, if a journalist's byline includes an email (many do), send a simple note and explain that you are a local business with news to announce to his or her attention. If they answer directly, follow their instructions. If they do not answer, don't give up: you can still send a "news release" (otherwise known as a "press release").

Click here to go to Step Two: Create Your Press Release.