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press release distribution list

How to Build an Effective Press Release Distribution List

Startups and entrepreneurs flourish upon getting covered by the press. Almost 68% of businesses find their visibility soar with a press release. However, to earn this coverage, more than a well-crafted PR is required. You also need appropriate contacts and media outlets to share your information and get you in front of your target customers. A robust and updated media contact list gives you the golden opportunity to contact the right reporter at the right time. How do you create a targeted press release distribution list? Find the key steps in this article.


Know who your Intended Audience is

You must be familiar with your target audience to create a press release distribution list. You should submit your PR to publications visited by your prospective customers. This adds relevancy, which makes it easier for reporters to cover what you have to say.


PR is essentially a marketing strategy, and you market yourself to your target audience. It is a simple logic. To determine your market and the potential consumers of your PR, do the following:


a. Answer why a customer would want to interact with your brand.

b. Segment your market and identify a focussed category of customers.

c. Undertake market research to determine your customers’ behavior, demographics, and preferences.


Explore Your Target Media

You must know your target media to discover the best online press release distribution service. Just knowing your target audience is not enough to spread the word about your business.

Target media entails journalists, freelance journalists, bloggers, contributors in popular magazines like Forbes, writers, and media contacts on various social platforms. These are the people who will analyze your pitches and make your vision of securing a feature in top publications fruitful.


Like the point above, the journalists and media contacts you connect with should be well-aligned with your target audience. 


A great way to find the appropriate media is to ask who will be drawn toward your story and which publications will reach those people. Your target media can include the following:


  • Your local newspaper
  • Your local magazine
  • Radio and television
  • Popular lifestyle magazines
  • Advertising journals
  • Business publications
  • Online news media

Research Media Outlets and Journalists Using the Right Resources

Finding the right media contacts is the natural next step in building a PR distribution list. You should spend some quality time on this process. Why so?


Uncovering a list of media outlets and journalists who are specific to your target audience is a big milestone in your journey to marketing using PR. When you are in touch with the most appropriate outlet, receiving coverage on time is much easier.


Now, how do you go about researching the relevant outlets?


  • Find press lists using search engines like Google.
  • Use the built-in search functionality on Twitter and LinkedIn to discover appropriate journalists and reporters.
  • Find the publications in which your competitors are getting featured using Google News.
  • Research the media and association websites in your domain. They provide directories that take you to important media.
  • Subscribe to a paid media database to discover journalists and outlets.

PRO TIP – Use a list of key terms and phrases to search for writers who have written about them on a media database or an outlet’s webpage.


Build Relationships With The Right Media Persons

Developing relationships with the right media contacts, such as journalists, is essential for effective outreach. There is a strong reason for this.


Having a stable relationship with reporters increases the chances of your story being picked by them. Remember that media relations hinge on the relationships you forge with the press. If you are well aware of what the journalist wants and have a good idea about the type of content they like, your PR pitch to them will not be ignored.


This is why a digital PR agency can, in large part, get PRs of new businesses published in leading magazines. The agency’s specialists are in a network with prominent media contacts. They leverage their relationships to help startups secure a feature in popular magazines.


DO REMEMBER- Building relationships with media contacts and outlets takes time, effort, and patience. You can only cultivate lasting and steady bonds through ongoing communication and mutual support.


Organize a Concise and Clear PR Distribution List

Now that your media contacts and journalists are ready, it is time to organize them into an effective list. Use a spreadsheet for this purpose. Your list should have the following information:

a. Name of the outlet

b. Name of the journalist

c. Role of the journalist

d. The publication they work for and the industry they cover

e. Email of the contact

f. Phone number of the contact

g. City

h. Twitter and LinkedIn handles


Update and Maintain the List Frequently

An effective press release distribution list is never a one-time thing. In order to distribute your PR for the maximum impact, make a habit of updating it as often as possible. It is a fallacy to think that you have the most relevant and latest list because what seems relevant today becomes outdated tomorrow in the PR world.


Today, the media landscape is highly fragmented, with options like search engines, social media platforms, and a variety of digital channels. New magazines are proliferating, and editors are often keen to switch roles. In turn, it changes their contact and other key details. Keep adding new contacts and removing outdated ones. If your emails bounce back, take it as an indication to replace that particular contact.


Maximize Reach with a Targeted Press Release Distribution List!

You work diligently to create a marketing and media strategy. But if your earned media does not reflect that, frustration is obvious. Sending your stories to the wrong people will always create hurdles in your journey to amplify your reach. Familiarizing yourself with the nuances of building an effective press release distribution list will help you connect with the right professionals. It will expand your reach among your target audience and give you greater credibility and awareness. Startup10x offers comprehensive press release distribution services to amplify your brand’s visibility. Our targeted approach ensures your news reaches key media outlets, industry influencers, and potential customers, maximizing your impact and engagement.

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