The right public relations or marketing firm knows updating media contacts lists is just as important as creating targeted media contact lists in the first place- it’s not a set it and forget it job. Contact lists created manually and lists kept in online databases must be checked and double checked (even if you get automatic updates!) for the above issues, but also to see if any new publications have been created. We update our lists every time we receive an alert, even if we’re not actively using the list at the moment, so that we’re ready.

Your PR team also should be well-versed in fully understanding who to send materials to and the outlet to which they are sending.

-In print media, there is a difference between managing, assistant, executive, and assignment editors, publishers, etc.

-In the broadcast realm, news directors, producers, promotions directors, etc, are not exactly the same.

These differences are also connected to the type and infrastructure of the publication, number of employees, and can vary from publication to publication. Your PR firm should be aware of these differences and apply them to daily public relations tasks.

In addition to official titles, there are usually categories and also a biography that includes current columns or what they write about exactly. For example, politics is a vague term, so doing a few more minutes of research upfront by browsing through the publication and looking at past articles can only help your public relations efforts in the long run.

One last thing, let’s not forget about quality vs. quantity. Be wary of firms that promise the world- working personal relationships at credible media outlets leads to more successful promotion than getting a release plastered on websites that pick up everything. It’s not about the most contacts, it’s about the right contacts.