Although it may seem like a daunting task, generating the perfect media list is an essential part of the publicity process. These lists are the foundation of your media relationships, so knowing how to go about finding the right people to pitch is crucial. Here are Claire McKinneyPR’s top five tips for curating the perfect media list:

1. Pick a subject to focus on. There internet is ripe with every resource from blogs to podcasts. Before you choose what types of outlets you want to pursue, it’s important that you have a definitive topic from which to generate your list. For example, we recently worked with a book of recipes called Sandwich’d: My Life Between the Breads; for this campaign, we created a lists of food bloggers and social media influencers.

2. Pinpoint the type of coverage you’re looking for. Now, it’s time to brainstorm what type of outlet works best for your purposes. Are you seeking reviews or features? Do you want to be online, on television, radio or podcasts? Are you looking for event coverage? Narrowing down your contact list goals will put you on the right track to getting a return on the eventual pitching portion of this process.

3. Determine which method(s) you’re going to use to acquire contact information. There are plenty of great services available to assist in generating even the most niche contact list. While we utilize some lead generation services, they do often cost a fee for the more advanced features. While this works if you have the budget, a simple Google search can often go a long way. To make the best of your Google search, be as specific as possible, exclude transitional phrases like “the,” and don’t be afraid to reach for those third-page results! Small outlets can be pivotal in generating buzz among niche communities.

4. Do your research. At this point, you’ve identified the coverage you’re looking for and collected some outlet contact information. You might have noticed that for many outlets, there are several contacts to choose from–particularly when it comes to large organizations. When pitching smaller blogs or news sites for reviews, search for an email address (and possibly a contact form) on the designated page of their website. When pitching media, look for people with these job titles:

• Newspaper & Magazines: Book Review Editor, Arts & Entertainment Editor or Editor in Chief
• Radio: Program Director, News Director, or Operations Manager
• TV: News Director or Producer

5. Create an excel spreadsheet. For the lead generation services I mentioned above, you can export the lists you generate as CSV, or Comma Separated Value sheets. This enables you to neatly categorize your outlets, contact names, email addresses, phone numbers, you name it. Not only can you keep this information for projects to come conveniently on your desktop, but you can also keep track of addresses or other contact information changes that other websites might not. This is also a good place keep track of your results as you start pitching. Organization is the name of the game.

For more useful PR tips, check out Publicity 101: 5 PR Skills You Won’t Learn in Class. With your new and improved list generation skills, you’ll be generating leads and closing deals in no time!