How to Use Data to Inform Your Media Lists
In today's digital age, where information is readily available and communication channels are diverse, it is essential for everyone to have a strong media presence. Whether you're launching a new product, organising an event, or simply trying to spread awareness about your brand, building an effective media list is key. However, blindly compiling a list of media contacts is no longer enough. To maximise your outreach efforts and increase your chances of success, you need to leverage the power of data to inform your media lists. Keep reading to see how we use various strategies to use data effectively and make informed decisions for our media lists!
DEFINE THE TARGET AUDIENCE
Before we can even think about building a media list, we have to clearly define who our target audience is. We think about demographic characteristics, interests and preferences of the individuals or groups we want to reach, meaning we can effectively tailor our media list to ensure our messaging is reaching the correct and relevant audience.
CONDUCT MARKET RESEARCH
After deciding who the target audience is, market research is vital to identify the relevant media outlets and journalists who cover topics relating to the desired industry. We use data-driven research techniques to explore various sources, for example, online publications, social media, industry reports and customer surveys. This allows us to have a deeper insight into the media landscape, enabling us to identify which journalists and media outlets are influential within our target audience.
USE MEDIA MONITORING AND DATABASE SERVICES
It’s incredibly difficult and time-consuming to gather data on journalists, publications or media coverage without monitoring tools, so ours have become invaluable to us. They allow us to track mentions of our clients in the media, identify journalists who have covered similar topics, and keep an eye on what is trending online so we can stay relevant. They also help to keep us in the loop with up-to-date contact information and news about journalists moving from publication to publication to ensure our media lists align with the brands and objectives we’re working with, whilst also accessing journalists who are most likely to be interested in our story.
TRACK PERFORMANCE AND REPEAT
The process of building media lists is not a ‘one and done’ task; it requires continuous tracking and evaluation to ensure we are optimising our outreach efforts. We can use tracking metrics such as open rates, click rates and media coverage generated, and use this data to identify areas for improvement. It may lead us to refine our media lists over time based on insights gathered, such as which journalists are the most receptive to our pitches, which outlets tend to generate the most coverage, and which types of stories resonate best with the audience we are targeting.
In today's data-driven world, creating media lists based on solid research and analysis is key to successful media outreach. By leveraging data to inform your media lists, you can ensure that your message reaches the right journalists and media outlets, increasing the likelihood of coverage and engagement. Remember to define your target audience, conduct thorough market research, utilise media monitoring and media database services, and track performance to continuously improve your media lists. By combining data-driven insights with effective communication strategies, you can enhance your media outreach efforts and amplify your brand's reach in an increasingly competitive media landscape.