How to build a media list with relevant media contacts that will get you coverage.

Getting your products or services in front of the right media contacts can make a big difference for your business.

media contacts

If you get featured in a publication where the audience is potentially your target audience also, you can build awareness around your products, set yourself as an expert in that area, and eventually get new customers for your business.

But finding proper media contacts is not that easy. If you want your outreach campaign to be successful, your media list will have to be highly relevant. It should include only media contacts that already published something related. Or even better, made multiple publications that are relevant.

Why is this important? It doesn't matter if the journalist who you contact is just influential. What matters is if they are influential in a niche where your business operates. But why?

When you think about it, if they have been publishing about your niche topics for a while, they've already built an audience that is interested in that area and if they eventually publish your product, you'll get lots of targeted leads for your business.

So how do we build such a media contacts list? And ensure that our media list is personalized, targeted, comprehensive, and has valid contact information?

Use a media database to build a highly relevant media list.

The web is a big place. There are so many publications and even more journalists. There are billions of news articles that can be found. Even if just a small percentage is highly relevant to your niche, that's still a very big number of potential media contacts.

media list

But two main problems arise here. How do you get access to such a media database that covers publications from all over the web? And second is, how do you search it effectively to find only those media contacts that have already written about similar products to yours?

One of the possible solutions would be to use Postbag. It constantly crawls the internet to find new media content and uses AI to analyze it to find the content most related to your niche.

All you have to do is to enter a single search term that best describes your niche and a few minutes down the road, you get a fully personalized and interactive media contact outreach list.

Interactive media contacts list.

Of course, you are free to use any other tool for this task or you can even do it manually but one thing remains the same: you want only media contacts that have covered relevant topics in the past to appear in your media list.

Finding contact information for your media list.

When you have your media list built, cleansed, and curated, that's only half work done. While you may have lots of resourceful content where it may make sense to promote your products and services, and while you may know direct people responsible for that content, you still need to find contact information of these people to make your media list complete.

The most efficient medium for your outreach in both terms of effectiveness, ease, and the cost is probably email. Therefore, when you identify contacts in your list, you want to augment your media list with their direct email addresses. And this is the key!

You don't want to communicate with media departments, higher-up editors, or people who would not care about what you have to offer. You want to communicate directly with content owners from your media list. They have the audience you need, they are experts in your niche, and they are directly interested in what you have to offer.

Unfortunately, finding correct email addresses for your media contacts can be very time-consuming in the best case. You can use Google to try and find their email addresses or you may browse manually through the news websites to try and find them.

But is this something that you want to spend your precious time on? Could your time be better spent in building up relationships with your identified media contacts and building content, products, and services that they would ultimately be interested in?

If that's the case, and you want to save time with a highly repetitive and manual work of extracting media contact email addresses, Postbag can help.

For starters, every media outreach list that is built by Postbag also contains email addresses of the people from your media list. This is extracted by utilizing Postbag AI models and our proprietary web index.

Also, if you want to find an email address of person not included in your media list, Postbag Email Finder allows you to enter a person's name and a domain where they publish to find their email address.

Postbag Email Finder.

This can save you a lot of time which you can spend on something that is closer to the core of your business activities.

Maximize your media contact response rate

When you have your media list ready and you are completely sure that only relevant media contacts are included, you are ready to start your outreach campaigns. But how do you approach this? Are there things to watch out for? What can you do to maximize responses to your media outreach emails?

The first thing you can do is to warm up your targeted media contacts. The reasoning behind this is people are more likely to respond to other people with whom they already developed some kind of relationship.

So you want them to already know you by the time you send your media outreach email to them. But how can you do that? How can you make sure that when they see your email, they see it as an email from someone they know?

Good thing is that your media contacts are doing public work. They publish articles, blogs, and columns. They have a following on social networks like Twitter and Facebook. And they are active there.

This is something you can use to your advantage. Start following them. See what they are publishing. Start commenting on their posts. Retweet their tweets. Provide suggestions to them. Thank them for something they wrote and it genuinely helped you. Point out typos and mistakes in their work. There are tons of it but you get the point. Make sure you start communication with them before you ask them anything about your products and services.

If you do so before you sent your email, people from your media list will know who is this coming from. A familiar person. And chances of them responding to you are a lot bigger.

In any case, even when you do send out your media outreach email, make sure you provide something of value. Build your value proposition around something that would be genuinely helpful to their readers. Something targeted from the niche they cover that sets a new angle to the problem, a spin on the problem solutions, a new data insight, or something similar.

Don't forget - journalists are always on the lookout for high-quality content they can share with their readers. If you deliver them that, they will publish you.


Building media outreach lists with relevant media contacts is challenging and time-consuming. There are so many moving parts that need to be done right. From finding content, finding responsible media contacts, and reaching out to them in a proper way.

You can do it manually, with a set of online tools or with a Postbag outreach app. The choice is yours. Nevertheless, whatever way you choose to do it, make sure you do your due diligence.

Target only relevant media content, only communicate with directly responsible media contacts, warm them up, and provide a genuine value proposition. If you follow these simple rules, responses to your media outreach email campaigns will increase significantly.

By: Karl S.
July 9th, 2020

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