A rich database of targeted media sources is vital for any media relations campaign. But are you better off paying a third party to track thousands of journalists or spending
your own time and resources to generate an in-house list? We asked two PR veterans to share their thoughts on the matter. Philip Margolis, AVP and PR Manager for Fleet Capital, is
"pro-vendor." He shares his experience using lists provided from ASP. Barbara Ware, VP of PR for eMedicine, on the other hand, defends her own in-house list with her life.
Pro: Who Has the Time? - Philip Margolis
PR practitioners dream of having easy access to complete and accurate media lists. But, too often, these lists contain dated or inaccurate information. Calling reporters and
finding out that their phone numbers or email addresses have changed, that they've changed jobs or simply don't cover your industry any longer, can waste precious time when trying
to deliver something newsworthy.
The unfortunate reality is no perfect list exists, because journalists change jobs every day, new print and broadcast vehicles crop up, and PR practitioners can't spend all of
their energies keeping this information up-to-date.
Instead of relying on databases as the foundation of your media outreach, look to comprehensive Internet-based programs that contain media lists as one tool.
One of the biggest reasons for using an Internet contact management system is updated information. Who has the staff to continuously call and verify every journalist and
outlet?
Fleet Capital uses Vocus Public Relations, which contains a media database, a contact management system, and measurement and reporting capabilities.
Fleet Capital provides loans to mid-sized companies nationally, so we target countless regions and industries from metals manufacturers in Chicago, Ill., to furniture makers in
Raleigh, N.C. With this broad geography and variety of industries, a comprehensive database and contact management system is indispensable. The main advantages include:
- Journalist updates - not only do Vocus and other providers have extensive research staffs, but their users submit updates in real-time that are researched and posted
daily. - Targeting ability -- the programs allow the user to locate journalists and outlets by inputting specific criteria.
- Integration -- Internet contact management systems often come with functionality such as tracking of inquiries, activities and news.
Even with all of these features, practitioners cannot solely rely on data to be successful. There is no substitute for good media relations practices such as targeting
journalists, knowing their beats, understanding their outlets, verifying data, and building relationships. Internet software programs provide up-to-date information for a wide
array of media as well as the ability to narrow your lists so that you can pick the right people. This ability to target significantly saves time and gets PR people well on their
way to contacting the journalists who are most interested in their news.
Con: Baby, You're The Best - Barbara Ware, VP PR, eMedicine
Remember that James Bond movie theme song that goes "Nobody does it better ... baby, you're the best?" When it comes to media lists, no one does it better than you.
Most media lists sold by vendors are out of date. They have contacts, emails, phone and fax numbers that are not accurate by the time you pitch your story or event. I can hear
the howling now. Media list vendors will be emailing and faxing PR NEWS saying, "We update our lists 24/7."
Yes, but if they have thousands of names, email addresses and phone numbers, updating, even 24/7, is not going to guarantee the information you need on deadline is accurate.
Here is an infallible way to check the accuracy of a media list: Call a TV station in your city. Ask for the contact information of the weekday assignment editor. Do the same
thing for a print or Web-based editor. Now, call back the vendor trying to sell you a media list and tell them, prior to buying their list, that you want to know the same contact
information for these two media outlets. I guarantee you nine out of ten times the vendor will have different and usually inaccurate information.
Getting a media list is only the first step in securing media placements. If you take the time to create your own media list and research your targeted reporters, you will get
better media placements.
So how do you build your own lists? I bought ACT 2000 software for under $200. It allows me to create multiple media lists. It also has group email capability. I can put notes
in each reporter or producer's file like "does profiles of CEOs" or "likes trend stories." This feature also allows me to track the last time I contacted them and what pitch I
sent them.
Then I go to Yahoo's "News and Media" category. I do geographical searches for media based in the target areas my company wants. Then I do a trade search to get the names of
trade publications relevant to my industry. Take advantage of Internet sites to look at and study the reporter's prior stories. I rarely send group emails because I want feature
stories. Higher-end outlets hate group emails because they want an exclusive or an angle specific to them.
I also go to my company's competitors' Web pages and look in their media archives. These reporters are incorporated into my own tailored media database. I watch or listen to a
broadcast program before I pitch it. I also study radio and network Web pages for stories relevant to my industry. These contacts are incorporated into my database.
If I am doing an event, I call or email key contacts to double check the accuracy of my list before the event. Being a pack rat of media contacts also helps: Collect reporters'
and producers' names from media event brochures. Keep a notebook by your TV to jot down names of reporters and producers.
Most importantly, ask your clients what media placements mean the most to them. Let your clients and your own homework be the final arbitrator of which outlets get the most of
your valuable time.
Philip Margolis, APR, is an assistant vice president and public relations manager at Fleet Capital Corporation. Contact at [email protected].
Barbara Ware is the vice president, public relations, for eMedicine.com, the largest medical library on the Internet. When she was director of media relations for the
Washington Hospital Center (1996 - 2000) she increased the annual ad equivalent of the Hospital Center's media placements from $300,000 to $14 million with only two media
staffers.