A media list is a basic, yet essential, tool in media work. Use it to pitch stories to media; invite them to events; mail reports; and send press releases. Since the media list is something you will need each time you reach out to media, the information you include must be useful and accurate.

Getting Started

There are many sources to aid you as you prepare media lists. Reading the newspaper, watching television and talking with other professionals who work on the issues you care about are good ways to find out who should be included on your media lists. Also, many news outlets have websites that give you access to their publications and staff, and some allow you to e-mail reporters directly. There are directories that provide contact information for media outlets and contacts, but they are often expensive. Consider borrowing a list from another organization or using your local library.

The best way to build an accurate media list is by either phoning individual media outlets or checking out their internet websites. You don’t necessarily need to speak with each reporter. If the outlet has a main operator, let him or her know that you are updating or preparing a media list and would like information regarding some specific contacts. Interns can be useful in doing this work, but be sure they understand the need for accuracy. Most media outlets have websites which also list all of their reporters.

Sample Phone Script:

[to switchboard operator/receptionist] Hi. My name is John Smith with Save the Outdoors, and I’m in the process of updating my media list. Will you please tell me the name, title, phone number and fax number of the person who covers outdoor and environmental issues at your outlet?... Thank you for your time.

Note: Be sure to ask for the correct spellings of first and last names.

Deciding What Lists To Create

There are several factors to take into account when deciding what types of lists you need to create. You should have a general healthcare list made up of a variety of contact types (reporters/ editors/writers/producers) that cover outdoor / environmental issues. This list will probably be the one you use most often. In determining what additional lists you need to create, assess which types of outlets and contacts are appropriate for the kind of work your organization or coalition does. Consider the following divisions:

By Outlet Type

Radio

Television

Print

News Services

By Contact Type:

Outdoor / Environmental Reporters

Editors/Assignment Editors

By Coverage Area:

Local Outlets

Regional Outlets

National Outlets

Deciding Which Media Outlets To Include

Your list should include both print and broadcast media. Print media is comprised of newspapers (both daily and weekly) and periodicals (newsletters and magazines). Broadcast media includes radio and television. While you should target the major outlets in your area, also pay attention to smaller outlets, such as ethnic publications and college radio stations. Be sure to include radio and TV talk shows as well. The more outlets you target, the better your chance for coverage, so think broadly in terms of the available media.

Explanation Of Basic Media Job Titles

Assignment Editor - If you do not have a specific contact at a print or television outlet, calling the assignment desk to speak with an assignment editor is a good place to start. An assignment editor or managing editor tracks news leads and decides which department will follow up.

Beat Reporter - A reporter’s beat is the particular issue or topic that she or he covers. Local newspapers often have few staff members , so their reporters cover a broader range of issues and usually have more general titles (i.e., staff reporter, writer). The opposite is true of regional or national papers, which often assign reporters to specific beats such as “Environmental Reporter.” Radio outlets usually do not have reporters who cover specific issues, so you would target the news assignment editor when pitching a story to a radio outlet. Television stations may have environmental reporters. If not, the assignment desk is the place to start when pitching a story. Keeping these factors in mind, look for reporters whose titles best suggest they would be interested in your issue. In instances where a reporter’s title does not clearly indicate the topic she or he covers, call the reporter or switchboard operator and ask if that reporter is the appropriate contact. If not, the operator or reporter should be able to point you in the right direction.

Editor - An editor within a particular department decides what stories his or her department will cover. The departments vary from outlet to outlet.

Editorial Board Members - The editorial board (“ed-board”) consists of a newspaper’s editorial writers. They hold meetings with leaders of the community, advocates, and others who might have an issue that needs to be brought to the public’s attention. They then determine if they will editorialize that issue. Some outlets hold these meetings regularly, while others conduct them as needed.

Op-Ed Page Editors - Whereas editorials are written by a member of the paper’s editorial department, an op-ed is an opinion piece written and submitted by a member of the community. An opinion page or “op-ed” editor decides which op-eds will be featured on the opinion page.

Producer - In radio and television, the producer is responsible for organizing all the elements that bring a story or program together. The producer decides which segments will comprise a news story, including who will be interviewed. For talk shows, producers determine guests and subject matter.

Other Contacts

News Services (i.e., Associated Press [AP], Knight-Ridder, Reuters, United Press International [UPI])-A news or “wire” service is a news outlet that tracks stories which are then wired by computer throughout a city, region, state or country. News services are a great way of maximizing the number of outlets that place your story. Since most other outlets get information from news services, if an outlet doesn’t cover a story directly they may use the wire version. When pitching a story to a news service, start with the assignment editor or ask the switchboard for the appropriate contact for the issue you’re addressing.

Daybook-The daybook, which is a calendar of news events, is distributed to reporters daily through a news service. Daybook editors should receive your media advisory, which contains the who, what, when and where of your press event.

Who Should Be On Your Main Media List

Newspapers

News:

Assignment Editor

Editor

Beat Reporter

Community Events:

Calendar Section

Editorial Page/Opinion Page:

Editorial Page Editors

Editorial Board Members

Op-Ed Page Editors