By putting the effort in. Use Google search, and research your key media – most, if not all, will have a website with contacts listed, including telephone, email addresses and sometimes Twitter IDs too. Often, the publication (or blogger etc.) will list the ways in which you can contribute such as guest blogs or forward feature opportunities.
This could be the starting point on which you build your database or to update your existing contacts list. Media Info is also really useful, as is Journalisted for researching press contacts and media outlets.
In building your lists, remember that not all media outlets are good at listing contact information, keeping it up-to-date, or sharing it in the most obvious of places so you might need to have a good dig around online.
You should also check out the outlet’s Twitter feed (and have a search for people using the publication name as a search term), as you’ll often spot who their main content writers are, including freelancers looking for people to interview.
In my experience, Twitter is the best took for keeping up-to-date with journalist and other media contacts, and building up your press contacts list. After you’ve researched your contacts, add them to your Twitter lists so you can keep track of them and key your list and database updated. Others may have done the donkey-work for you so check out other people’s lists and outlets such as Enterprise Nation who kindly publish a really handy annual listing of the top small business journalists to follow on Twitter.
Other great sources for media contact information includes Vuelio that publishes lists of the top 50 UK blogs and top 10 blogs by category. You can also sign-up to receive their media updates for media job changes and new appointments follow them on Twitter.
Here’s some tips from Twitter on how to set lists on Twitter https://support.twitter.com/articles/76460 and if there if there no information available online – give the publication a call and ask.
When it comes to building your database of press contacts, don’t just add in the basics name, telephone, email etc. Also add in social media addresses and list the opportunities (ways in which you can contribute) to be had so that you’re prepared when you contact the relevant journalist and make a pitch to contribute an article, for example.
Once you’ve built your list, the key is to then keep it updated. Again, I find Twitter is best for this as it is usually the first place where changes are announced.
For more PR tips visit PR advice and tips.
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